"NFL Play 60" campaign to partner with White House on outreach programs
NFL Commissioner Roger Goodell praised First Lady Michelle Obama on Tuesday for her "Let's Move" initiative on healthy living and said the league, through its award-winning "Play 60" program, will be a strong partner with the White House in addressing childhood obesity.
"We commend First Lady Michelle Obama for continuing to raise awareness of our nation's childhood obesity epidemic," Goodell said. "We look forward to joining with her and achieving the goal of eliminating childhood obesity in a generation. This is an issue that we have been focusing on through our NFL Play 60 campaign. We are pleased to be part of this important outreach."
Tiki Barber, the former New York Giants running back, participated in the First Lady's Tuesday news conference at the White House announcing her program. NFL Vice President of Government Relations and Public Policy Jeff Miller also attended it.
In 2007, the NFL launched Play 60 to help tackle childhood obesity. The program, which brings together the NFL's long-standing commitment to health and fitness with partner organizations, encourages children to be active for at least 60 minutes per day. Since its inception, the NFL has committed more than $200 million of value to youth health and fitness through public service announcements, programming and financial grants.
All 32 NFL teams implement NFL Play 60 programs in their local markets through school and community-based initiatives. The NFL partners with organizations such as American Heart Association, National Dairy Council and The Cooper Institute on programs that give teachers and parents guidance and students the opportunity to be active for at least 60 minutes per day. Among the many Play 60 programs are "Fuel Up to Play 60," an in-school nutrition and fitness program in partnership with the United States Department of Agriculture and the National Dairy Council, and NFL Network's "Keep Gym in School," a national initiative designed to boost fitness and physical education in middle schools.
Among the TV messages in the 2009 season was a national public-service announcement that aired throughout Thanksgiving Weekend. In November, New Orleans Saints quarterback and Super Bowl XLIV MVP Drew Brees joined Pittsburgh Steelers safety Troy Polamalu and Dallas Cowboys linebacker DeMarcus Ware at the White House to film a PSA with President Obama promoting Play 60 and the White House's "United We Serve" campaign.
Designed to help tackle childhood obesity, NFL Play 60 brings together the league's long-standing commitment to health and fitness with partner organizations like NFL Network's "Keep Gym in School," the National Dairy Council, Ad Council, Action for Healthy Kids, American Heart Association, The Cooper Institute, United Way, KaBoom! and HOPSports. League sponsors Gatorade and Bank of America also support NFL Play 60.
NFL Play 60 also is implemented locally, as part of the league's in-school, after-school and team-based programs. For more information, visit www.NFLRush.com.