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Disney characters encourage children to increase activity

A collaboration between Disney and Change4Life will aim to motivate children to lead more active lives with a six week course.

The campaign, ‘10 Minute Shake Up’, will feature Disney characters alongside the animated family of Change4Life.

Children will be encouraged to take short periods of exercise, lasting 10 minutes for each session. The animated characters of Change4Life are produced by Aardman Animations and will be used in content aimed at schoolchildren on social media sites, TV, online media, and print, as well as at live events.

According to the marketing director of public health England, Sheila Mitchell, the campaign is designed to help families to become more active and eat a healthier diet, ultimately helping them to live longer. Mitchell said:

“This partnership with Disney is really exciting. Evidence shows that children have a unique bond with Disney as a brand, their stories and its characters.”

Change4Life and Disney are hoping that the collaboration will build on this emotional connection, encouraging children to become more active. Disney conducted research and discovered that 87% of mothers believed that a programme introduced by the corporation to encourage healthy living would help their families.

A number of schools are already motivating children to eat more nutritious foods by introducing school tuckshops. Some Teesside schools only stock healthy snacks, so that students learn how to avoid sugary foods. The campaign runs for six weeks and commences on 15th July. The families who sign up for the challenge will receive a free pack in the post.

Posted by Susan
June 19, 2014

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