In March 2012, Clear Channel Communities™, the community engagement brand of Clear Channel, selected the Ad Council’s efforts to address childhood obesity as their 2Q national campaign spotlight. This initiative awarded $30 million in donated media across Clear Channel’s 850 radio stations and websites.
According to the CDC, the number of overweight and obese children more than tripled over the past three decades in some groups. Other studies show more than 30 percent of children and teens in America are either obese or overweight.
The Healthy Habits campaign launched in May and was designed by the Ad Council and Clear Channel to address the pressing national issue of childhood obesity and promote We Can! (Ways to Enhance Children’s Activity & Nutrition)®, a national education program from the National Institutes of Health. The English and Spanish-language radio PSAs were created pro bono by ad agency executive Lee Seidenberg, in conjunction with Clear Channel’s Creative Services Group (CSG). The PSAs encouraged people to visit www.iheartradio.com/HealthyHabits and find hundreds of healthy tips, recipes and resources, provided by We Can!, to help their families live a healthier lifestyle. The Healthy Habits campaign aired nationally on all 850 Clear Channel Media and Entertainment radio stations in 150 markets during a three month window from May – July.
“At Clear Channel we believe it is our responsibility to address some of the serious challenges facing the local communities in which we live and work by using our reach to promote action,” said Jessica King, Director of community engagement for Clear Channel. “Developing healthy eating and physical activity habits as an entire family can positively impact many areas of a child’s life. We hope this campaign shines a light on those benefits and subtly reminds parents to take small steps to ensure a healthier future for their families.”