NFL Launches Initiative With National Dairy Council To Fight Obesity Among Kids

October 15, 2009: The NFL said it has joined with the National Dairy Council to launch "Fuel Up to Play 60," an initiative aimed at tackling childhood obesity by "giving youth a voice in changing the school nutrition and physical activity environment."

Fuel Up to Play 60 is a pro-active response to the growing obesity epidemic and declining physical fitness of America's youth, according to the NFL and NDC. The NFL and NDC said they expect the program to reach 36 million youth in 60,000 elementary, middle and high schools during the 2009-10 school year.

Fuel Up to Play 60 builds upon existing NFL and NDC programs, including "NFL PLAY 60: The NFL Movement for an Active Generation," which encourages kids and their families to "get up and play an hour a day." Fuel Up to Play 60 is also based on the 2005 Dietary Guidelines for Americans. Nearly 32% of all children and adolescents, approximately 23 million kids, are now overweight or obese, a trend that has grown over the past 30 years, according to the NFL and NDC, Rosemont, Ill.

To promote the program, schools and kids will be encouraged to enroll at  Participating schools will receive a Fuel Up to Play 60 School Wellness Kit with in-school promotional materials and recommended healthy eating and physical activity strategies. Visitors who pledge to eat healthier and be more physically active can input and track their daily healthy behaviors to earn points to win such prizes as iPods as well as a cafeteria makeover and gym equipment for their school. The competition end in April 2010 when the NFL and NDC will honor one school and one individual as Fuel Up to Play 60 winners.

"[The] NFL is a proud partner of Fuel Up to Play 60. It is an important component of our overall NFL Play 60 campaign," league commissioner Roger Goodell said in a statement. "Our goal is to raise awareness about the importance of staying fit and eating right, especially for America's young people. This partnership is a powerful alliance to address childhood obesity and emphasize the role of daily physical activity in a healthy lifestyle." Back to Home Page