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News and Information Article
30-Second PSA to air throughout California by Time Warner, Comcast and Cox
Communications from April - June 2006
SANTA MONICA, Calif., April 12 // -- In the last 20 years,
lack of physical activity has been a major contributor to the growing rates
of childhood obesity, and in the state of California alone, only 40 percent
of the states teens meet minimum daily targets for physical activity.
These staggering numbers have prompted the Governors Council on Physical
Fitness and Sports to take a bold approach to promote the benefits of
physical activity to children and youth with Endorphins Baby, a 30-second
public service announcement premiering on Time Warner, Comcast and Cox
Communications cable systems throughout California this week.
The results of a creative collaboration between Jake "Body by Jake"
Steinfeld, chairman of the Governors Council on Physical Fitness and
Sports, Hollywood director and producer Jay Silverman, and creative
director Howie Cohen, Endorphins Baby introduces children and youth to the
secret high found in endorphins -- the all natural high that comes from
sports and physical activity.
"This is the high, we highly recommend," said Steinfeld, recalling a
line from the PSA. "I believe that fitness should be fun as well as
effective; regular physical activity helps you look and feel great, build
confidence and perform better overall, in every aspect of life. I cant
tell you how proud I am about this first public service announcement from
the Council and the message parents and children will take away," added
Steinfeld. "Were also pleased to have the support of the Blue Cross of
California Foundation as a partner in our efforts to reach out to the
children and youth of the state, and together promote a healthier lifestyle
for future generations."
"We recognize the important role and effort the Governors Council on
Physical Fitness and Sports is making, not only among the children in our
state but in the communities where we live, to encourage everyone to take
action and live a healthier lifestyle," said Dave Helwig, president and CEO
of Blue Cross of California. "We applaud and support their efforts and also
want to encourage children and youth to get active and reap the benefits of
a healthy lifestyle."
"This is a very exciting project and were pleased to have the
commitment of Time Warner, Comcast and Cox Communications to ensure this
important message is seen and heard throughout the state," said Steinfeld.
"Im confident we are going to motivate kids and teens to get active and
experience the thrill of physical activity."
Governors Council on Physical Fitness and Sports
A non-profit, non-partisan organization dedicated to promoting physical
activity for all Californians especially children and youth. The Governor
is the Honorary Chair and Council members include California sports legends
Jerry Rice, Tony Hawk, Michelle Kwan, July Foudy and John Wooden. For more
information visit http://www.CalGovCouncil.org
About Blue Cross of California Foundation
Blue Cross of California and its Foundation are independent licensees
of the Blue Cross Association. Blue Cross of California Foundation focuses
on initiatives that make health care more accessible and affordable,
improve quality of care, shape the development of health-related public
policy and help identify best practices in medicine. The Foundation invests
in social programs and partners with non-profit public charities whose
objectives closely align with Blue Cross of Californias health care
priorities. Blue Cross of California Foundation was formed by Blue Cross of
California, a health benefits company that has been serving the health care
needs of Californians since 1937.
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