PBS KIDS to Launch Kids' Health Initiative

ARLINGTON, December 4: PBS KIDS is kicking off a
multiplatform children’s health initiative to help combat the increasing rate
of childhood obesity.

Two key goals of the PBS KIDS children’s health initiative
are the development of health-related guiding principals for all activities and
a strong long-term alliance of partners.

To help fulfill its goals, PBS KIDS will convene a Public
Media Council on Children’s Health, including public television and web
producers; PBS member stations; community and education partners; experts in
children’s media, development, health and nutrition; and others, in early 2008,
to create a blueprint for the multiplatform content, educational services and
outreach and public-media events.

This initiative will build upon PBS KIDS’ content and
resources that support a child’s overall wellbeing and healthy development.
These include the distribution of free, curriculum-based content such as
children’s specials that focus on health; characters such as Elmo, Arthur and
Curious George modeling positive behaviors and attitudes about nutrition, health
and exercise; branded license agreements with companies who are also committed
to children’s health and well-being; community-based activities with the
nationwide support of PBS’s 355 member stations; an advisory board of experts
in various fields related to children; and sponsorship guidelines.

The initiative comes in light of a recent survey by the
Centers for Disease Control and Prevention, which found that approximately
one-third of U.S. children are overweight or at risk of becoming overweight. In
response, PBS KIDS will work to strengthen existing health-related resources
and build a cohesive framework for public media to help children who are at
risk.

“The right media can be one ingredient for prevention and
change,” commented Lesli Rotenberg, PBS KIDS’ senior VP. “PBS KIDS surrounds a
child with positive role models, storylines and activities that foster
imagination, build critical skills and self-esteem, and provides a safe haven
for exploration and learning.”

Rotenberg continued: “Recognizing that families and teachers
also need support in their vital roles, we provide resources to help caregivers
become partners in a child’s development and reinforce key lessons.”

—By Kristin Brzoznowski