Nickelodeon, Calci Yum To Encourage Kids To Play

Nickelodeon, With Anchor Calci Yum, Switch Off Programming To Encourage Kids To Play
 
On Sunday December 2, Nickelodeon NZ (SKY Channel 41) will suspend normal programming for two hours to encourage Kiwi kids to go outside and play via a repeated call to action message.   The programme-free afternoon is part of Nickelodeon's global Let's Just Play initiative, supported in New Zealand with partner Anchor Calci Yum. Let's Just Play celebrates the fundamental joy of "play".
 
The campaign commences today as Nickelodeon NZ and Anchor Calci Yum begin the search for two Kiwi kids to take on the Let's Just Play challenge.   They will star in programme vignettes screening throughout October and November, showcasing them as they are filmed taking on fun challenges. They will sample sporting and outdoor activities as well as seek expert nutritional advice to help establish healthy lifestyle habits. The vignette aims to motivate other kids by building a health and wellness campaign that inspires kids to be leaders in making healthy choices.
 
The campaign culminates when the programming switches off and, at the same time, a fun-filled event will be held in an Auckland park. The Let's Just Play outdoor event will feature a range of activities such as dance, sports and games, Nickelodeon characters and inspirational 'active' New Zealanders of all ages.  
 
"While some may think it unusual for Nickelodeon to switch off its programming for two hours, we believe we are tackling children's health and wellness head-on by advocating and embracing the basic benefits and joy of play, encouraging them to get in the habit of being active, says Chris Keely, General Manager for MTV Networks NZ.
 
Nickelodeon has made a global stance in inspiring kids to be leaders in making healthy choices. This campaign doesn't focus on obesity but on building a health and wellness campaign that resonates with all kids. It is aimed at inspiring kids to make healthy choices in their lives and provide them with opportunities to play and become more active."
 
Chris Keely says Nickelodeon is delighted to partner with Anchor Calci Yum for the campaign.  "Not only is the Anchor Calci Yum brand loved by Kiwi kids, but the Let's Just Play campaign will hugely benefit from the wealth of nutritional knowledge Anchor Calci Yum can bring to it."
 
"Anchor Calci Yum is thrilled to be a partner with Nickelodeon in this initiative.  We are New Zealand's number one brand in Dairy Food and made from the goodness of Anchor milk. With this initiative, we can highlight to all New Zealanders the importance of a balanced lifestyle. It's about getting our kids to understand the benefits of a healthy regime of regular exercise and healthy eating habits. This initiative presents a perfect fit with our brand and we are excited to be associated with it." says Debbie Barlow, Marketing Manager, Anchor Calci Yum.
 
The Let's Just Play campaign aims to engage kids on a personal and relatable level, without preaching or lecturing them. It also strives to alleviate the pressures and expectations put on today's young people when it comes to participation in organised sports and games - play can be as simple as a game of hit and roll with your friends in the backyard.
 
Let's Just Play will provide on-screen and on-line resources to encourage kids and "tweens" to enjoy play, have fun and adopt a healthier lifestyle.  It will give kids simple ideas on how to be active suggesting creative games they can play in their backyard.  Kids will also be asked to submit their own game ideas and healthy recipes. Information on healthy choices and ideas for fun play activities will feature on the Nickelodeon website www.nicknz.co.nz from mid-October.
 
On Sunday December 2, Nickelodeon NZ (SKY Channel 41) will screen a short rotated reel, free of advertising, in place of its normal programming line up. The reel will direct viewers to go outside and be active in celebration of "play". The Nickelodeon website will also mirror the on-air activity. Nickelodeon will return to the air with a round up of the 2007 Let's Just Play activity.
 
Internationally Nickelodeon's Let's Just Play concept is an on-going success. Let's Just Play is in its fifth year in the United States and in November 2005, Nickelodeon entered into a partnership with The Alliance for a Healthier Generation - an initiative between the William J. Clinton Foundation and the American Heart Association - to combat the spread of childhood obesity.  Over 200,000 children have registered in the Let's Just Play campaign in the U.S. and more than 1,000 events are scheduled for their Day of Play initiative. Globally, an estimated 250,000 kids across 14 countries are expected to participate in Let's Just Play events throughout 2007, including Nickelodeon channels in Southeast Asia and Australia.
 
ENDS

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