Establishing a public/private coalition for healthy children

Approximately 9 million children over age 6 are considered obese, a condition that poses immediate and long-term risks to physical and emotional health. The Institute of Medicine (IOM) has proposed that a significant public health campaign be developed to address this crisis. In response to dialogue at the Time/ABC News Summit on Obesity and the IOM recommendation, the Ad Council will form a new coalition composed of food, beverage, and other corporate marketers, as well as media outlets, nonprofits, and government agencies, to address the obesity crisis with consistent, research-based messages to parents and children. Further, the Council will develop and test messages to be used by participating organizations. The organizations will be asked to adopt the messages and report on their subsequent communications efforts. The Ad Council will conduct a pre-/post-tracking study to measure changes in attitudes and behavior among parents and children. The project also will result in a report to the nation on the initiative, lessons learned, and recommendations for future development.

Grant Details

Amount Awarded $346,729.00

Awarded on: 3/9/2005

Time frame: 3/10/2005 - 10/31/2009

Grant Number: 52756


Advertising Council Inc.

815 Second Avenue, 9th Floor
New York, 10017-4500


Heidi Arthur
Project Director