LOS ANGELES: The Centers for Disease Control and Prevention (CDC) has teamed with Viacom for a multimillion dollar youth media campaign that will be marketed across various Viacom properties.
The campaign seeks to educate "tweens, kids between ages nine and 13, and their parents about healthy behaviors and discourage them from risky pastimes. It specifically addresses obesity and inactivity problems.
"The campaign is targeted toward kids and families, and we're uniquely positioned to offer this kind of far-reaching package, said Viacom Plus SVP Lisa McCarthy.
Popular kids channel Nickelodeon will be the anchor for the effort, with the CDC serving as the exclusive sponsor of a new Nick show called WACK (Wild and Crazy Kids). That partnership will include a nine-city tour for the show, which is expected to draw about 5,000 kids at each stop.
Kids attending the events will participate in a week of exercise activities, and receive free tickets to a live WACK event.
Nickelodeon, the highest-rated cable channel, will also run a news special on body image, and feature a series of advertorials in its monthly Nick Magazine.
MTV will also participate in the drive with on-air elements, a grassroots tour, and inclusion in the network's popular Rock & Jock events.
To reach minority kids, UPN and BET will also take part in the program, as will other Viacom properties, including CBS, Simon & Schuster, Blockbuster, and Viacom Outdoor.
The campaign was created by Publicis Groupe agencies, including Frankel, Saatchi & Saatchi, and Publicis Dialog.