CHILDHOOD OBESITY
Some of Disney’s most popular characters were used to encourage kids to do an extra 10 minutes’ exercise a day FUELLING THEIR IMAGINATIONS
This summer, Disney came on-board with the UK’s Change4Life programme in a six-week partnership designed to get the nation’s kids more active. Marianthi O’Dwyer, vice president and head of living well at Disney, explains why
Why did Disney want to get involved in Change4Life? We conducted research and listened to thousands of parents across the UK with a view to understanding the healthy lifestyle goals they had for their family and how we could help. Our findings showed that over three-quarters of mums thought being active and physically fit should be fun, and nine out of 10 mums said a Disney healthy living programme would help their families.
What exactly was Disney’s involvement in Change4Life? At its heart, the Disney brand is all about storytelling and creativity, and the 10 Minute Shake-up campaign put these qualities to the fore. It used some of our most popular characters from film and TV to encourage children to do an extra 10 minutes of activity a day, with a view to getting the country moving for an additional 100 million minutes over the six weeks of the summer holidays. The partnership was about bringing
stories to life through fun activities that inspired children to get active. From classics like Mickey Mouse and Cinderella, to Disney Pixar
O’Dwyer: Disney head of living well
favourites like Finding Nemo, through to characters like Olaf and Elsa from our latest animation Frozen, the aim was to provide families with a wealth of fun and simple-to-follow 10-minute activities to really get hearts pumping.
How did it work? This campaign, brought to families by Change4Life with a little magic from Disney, provided tools and games to shake things up and get kids more active – and ultimately healthier.
66 Read Health Club Management online at
healthclubmanagement.co.uk/digital Free packs were available via the
Change4Life website, each containing inspiration, ideas and tools to get kids doing fun bursts of activity for 10 minutes. There was also a stopwatch for timing 10 minutes of activity, a wall chart and stickers for monitoring activity in the home, and a pack of 10 Minute Shake-Up Disney activity cards.
How did this fit in with Disney’s broader strategy? We’re proud that Disney plays such a big part in the lives of kids growing up here in the UK and around the world. We also know that the brand has the ability to impact people – and especially children – incredibly powerfully, and we take this responsibility very seriously. Bob Iger, chair and CEO of the Walt Disney Company, has therefore pledged the company’s commitment to using the unique relationship that children have with Disney characters in a positive way, to help families lead healthier lives. Our vision with the Change4Life
partnership was to inspire families to fl ourish by encouraging life-long healthy behaviours through storytelling, imagination, fun and play. ●
October 2014 © Cybertrek 2014
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