Children’s TV channel Cartoon Network and the US Food and Drug Administration (FDA) have joined forces in a public education campaign aimed at encouraging children and ‘tweens’ to use the Nutrition Facts information on food labels to make healthier food choices.
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The ‘Spot the Block’ campaign, which is to be launched today (13 February), uses online and customised public education on-air spots featuring characters from popular programmes, such as Foster’s Home for Imaginary Friends, to promote portion control and a healthy eating lifestyle. It is the first such collaboration between Cartoon Network and the FDA.
The two public education on-air spots have been produced by the network itself and showcase favourite characters from its original programmes.
The first execution ‘Spot the Block, Yo!’ includes a funky, soulful song performed by characters from the award-winning original series, Foster’s Home for Imaginary Friends, The Grim Adventures of Billy and Mandy, Camp Lazlo, and My Gym Partner’s a Monkey.
The campaign will also feature a custom micro-site which will offer children the chance to engage with the FDA’s key healthy eating messages and offer tools to enable them to better understand Nutrition Facts labelling.
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By GlobalData“We’re extremely honoured that the FDA has selected Cartoon Network as their media partner for communicating these important nutrition messages directly to kids and tweens,” said Mark Lazarus, president of Turner Entertainment Group. “The ‘Spot the Block’ campaign fits in with our overall commitment to kids and Cartoon Network’s ‘Get Animated’ programme, which helps to teach and inspire kids to get healthy, active and involved; and our beloved characters are the perfect ones to deliver such a message.”
Janice Hamilton, president of JMH Education, the agency that worked on behalf of the FDA in developing the initiative, said: “Spot the Block is strategically created for tweens (ages 9 -13) who are asserting their independence in ways such as buying and preparing their own food. It’s the ideal age for engaging kids via the media they most interact with – the Internet and TV.”
