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March 19, 2005United Way of Mass Bay kicks off its Fitness and Nutrition Initiative in BostonCommunity event launches a multi-faceted program to motivate kids to eat healthy and get active
BOSTON --United Way of Massachusetts Bay (UWMB) launched its Fitness and Nutrition Initiative in Boston today with a community event encouraging youth to “Turn it up,” when it comes to being active and healthy. The event, held at The Shops at Prudential Center, featured Ramiro, from JAM’N 94.5, and performances by a number of local teens featured in the UWMB media campaign. Today’s celebration marked the introduction of an innovative and comprehensive program to promote good nutrition and physical activity among youth in Boston. As part of a $2.5 million initiative which launched in February of 2004 in Quincy and Milton, MA UWMB has partnered with Good Sports, Inc and the Boston Youth Sports Initiative to distribute $1 million worth of sports and fitness equipment and apparel to fitness and recreational programs across Massachusetts. Grant money is available to any organization in the state that can demonstrate a need for physical activity equipment for an organized after school program, serving youth ages 5-18 years. Special consideration will be given to programs that seek to enhance or increase participation of girls, and programs that seek to increase participation of youth in Boston neighborhoods. To date, $183,000 has been granted to nearly 50 organizations located within Massachusetts. The initiative’s public awareness component includes a series of television spots, in-school signage, school assemblies, and a new web site designed to provide youth with tips and tools to help them eat healthier and get active. Media includes four (30-second) commercials that portray eight Boston area youth communicating their passion for being physically active. The dedication and energy of three friends in a dance troupe, two brothers practicing judo, two “hoofers” tap dancing, and a boxer, aims to inspire their peers to get active. The television spots are currently running in Boston on the cable channels ABC Family, Cartoon Network, MTV and Nickelodeon. “Just this week the prestigious New England Journal of Medicine reported that for the first time in two centuries the current generation of children in America may have shorter life expectancies than their parents because of obesity,” said Milton J. Little Jr., president and chief executive officer at United Way of Massachusetts Bay. “Childhood obesity is a very real and very serious community issue and consequently, it is United Way’s mission to help reverse the trend by reaching youth with a compelling message that changes their perceptions of what it means to be healthy and encourages them to get active.” Recognizing the need to support those that influence youth and their everyday decisions, UWMB has also partnered with Tufts University, Boston Medical Center, and Northeastern University’s Center for the Study of Sport in Society to bring health-related information and resources to parents, after-school programs and community leaders. These materials will be widely distributed throughout Greater Boston in the spring of 2005 to support efforts to modify kids’ behavior at the individual, program and community levels. Media inquires should contact:
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