Inspiring Kids and Communities

DISNEY MAGIC OF HEALTHY LIVING

Disney Magic of Healthy Living, a national multi-media initiative designed to make healthy living fun for kids and families, premiered in September 2010. The program unleashes the creativity of Disney to provide kids and families with engaging content, useful tools and unique experiences to help make healthy lifestyles simple and fun. To develop Disney Magic of Healthy Living, we consulted with several leaders in the fields of nutrition, health care and fitness, including the Institute of Medicine, Ad Council, Produce for Better Health Foundation, and the White House's Let's Move! campaign.

Disney Magic of Healthy Living features three key “ingredients:”

• Using our creativity to make nutritious foods the most appealing choice
• Encouraging 60 minutes of daily physical activity and making exercise more broadly appealing
• Providing information for parents and kids to make healthy choices simpler

Public Service Announcements

Disney Magic of Healthy Living teamed up with U.S. First Lady Michelle Obama and Disney stars to start a dialogue with kids about healthy living. The yearlong effort features public service announcements (PSAs) that offer inspiration and tips on nutrition and activity. The PSAs air regularly on Disney Channel, Disney XD, ABC and Radio Disney. These PSAs were endorsed by the Ad Council and will be distributed to the Ad Council's network of broadcast, network and local cable stations as well.

Online Engagement

Disney Magic of Healthy Living features two new websites that provide parents and kids with inspiration, information and tools to live healthy lifestyles. On the website for kids, kids can get inspired by their favorite Disney stars, learn new ways to get active and eat healthy, download activities, share ideas, discover recipes, gardening tips and more. The website for parents provides fun and simple ideas, tools and activities for families.

Disney engages the ingenuity of youth to develop solutions for healthy living at home, at school, and in their communities, through a national essay contest. Fifty winners were selected based on the strength of their idea, originality and leadership qualities. To learn more about the Contest, visit the feature story.

In the first three months, more than 100,000 people have engaged with Disney Magic of Healthy Living online to watch videos, get more information or download tools.

Parks and Gardens
Nearly 70 percent of lower income families in the U.S. say they do not have access to a community playground. Yet, nearly all parents say playing outside is critical to keeping their kids physically fit. Disney Magic of Healthy Living is giving kids a place to play, as well as an opportunity to eat food that they can help grow themselves. We are working closely with KaBOOM!, a renowned nonprofit organization whose mission is to have a play space within walking distance of every child in America. A $1 million contribution from Disney will help to build play spaces and gardens in 12 underserved communities nationwide. Playground and garden development will begin in spring 2011.