Magic of Healthy Living

by Angela Shambeda | More from this Blogger

15 Nov 2010 08:04 AM

Recently the Walt Disney Company joined forces with someone I definitely didn't expect: First Lady Michelle Obama. A press release by the House of Mouse announces their collaboration with the First Lady as part of their Disney Magic of Healthy Living campaign.

The campaign itself has its roots in 2006, when Disney Co. launched a line of foods, branded with their famous characters, boasting a new set of nutritional guidelines. Now they're upping the ante on the initiative, the biggest example of which includes the participation of Michelle Obama.

"I am thrilled to join Disney's Magic of Healthy Living effort and support the work these young people are doing to reach out to their peers and communicate this powerful message," said Obama in the press release. "Earlier this year, I launched 'Let's Move!' with the goal of reducing childhood obesity rates in a generation, and through this Disney program, we are able to carry that goal directly to kids - the key stakeholders in this effort. I hope through programs like the Magic of Healthy Living, young people are inspired to take control of their own health, fitness and nutrition and engage their families, schools and communities to do the same."

The First Lady's involvement in Disney Magic of Healthy Living revolves around a series of public announcements set to air on just about every Disney media platform throughout the whole year. The commercials have also been donated to broadcast, cable, and network stations, so you might soon see Disney Channel stars like Nick Jonas and Brenda Song joining Michelle Obama in promoting healthy living on any number of channels.

Disney also launched two websites, Disney Magic of Healthy Living and Family Magic of Healthy Living, to help kids and their parents find resources for leading a nutritional lifestyle. The first site, geared more towards kids, includes the aforementioned public service announcement videos, fun snacks, outdoor play tips, and more. It even currently has details on a contest that kids between the ages of 8 and 14 can enter to win their families a free weekend trip to Disney World.

Per the rules of the contest, eligible kids must compose an essay detailing their ideas for how to promote healthy living at home. Fifty winners across the country will then get to travel with their families to Disney World during a special Disney Magic of Healthy Living - The Weekend event at the parks. Specifics on the contest are up on the Disney Magic of Healthy Living website.

Other initiatives of Disney Magic of Healthy Living include Disney's partnership with KaBOOM!, a nonprofit devoted to developing a safe outdoor place to play within walking distance from every child's home in America. Disney's joined with KaBOOM! and donated $1 million to helping create such parks.

I think Disney's recent devotion to promoting nutrition in children is admirable, but there's just a part of me that's suspicious. I mean that I'm not convinced that Disney Co.'s doing this out of pure philanthropy. Disney's figured out a way to get its brand plastered all over our food, and not just little sachets of fruit snacks.

The "better-for-you" branded foods give me images of packets of carrots and bags of apples with the Disney princesses and "Cars" characters plastered all over them. I'm a Disney fan, but it's starting to feel like the Mouse & company are following me everywhere I turn. At least with Disney Magic of Healthy Living I'll be inundated with marketing messages that also carry important health tips.

Related Articles:

What About the Princes, Pt. 1

What About the Princes, Pt. 2

The Muppets Make Two Online Cooking Series

National Campaigns to Fight Childhood Obesity

New Disney Music Website

*(This image by seemann is licensed under the morgueFile Free License.)

Learn more about Angela Shambeda

Angela Shambeda lives in southern Maryland with her engineering husband plus two rescue pets. One's a dog named Chihiro and the other's a cat named Cole.

View Full Profile | More from this Blogger