Saturday, February 09, 2013

Let's Move! Third Anniversary: White House List Of Campaign "Collaborations And Milestones"

Celebrating the First Lady's national initiative with a spotlight on 28 projects...
UPDATE, Feb. 2o:  First Lady's anniversary tour schedule
First Lady Michelle Obama launched the Let's Move! campaign on Feb. 9, 2010, at a White House ceremony jam-packed with lawmakers, Cabinet Secretaries and public health advocates.  Today is the third anniversary.  In a departure from the last two years, when Mrs. Obama marked the date with field trips outside of Washington, DC to celebrate at huge events with thousands of supporters, she is delaying this year's festivities until later in the month, her Communications Director, Kristina Schake, told Obama Foodorama.  

To mark the anniversary, the White House on Friday posted a list of "collaborations and milestones" on the Let's Move! blog, and crossposted it today on the White House blog.  It is reprinted below, with links to all posts on the topics.  There are two lists:  The first, with 10 items, recaps campaign activity between last year's anniversary and now.  The second list, with 18 items, spotlights activity since the beginning of the campaign.  

Missing from the official lists is any mention of Mrs. Obama's White House Kitchen Garden, the most high-profile symbol of her healthy eating initiatives.  There is also no mention of the First Lady's book, American Grown:  The Story of the White House Kitchen Garden and Gardens Across America, published in May of 2012.  The glossy hardback was briefly on bestseller lists, and explains the Let's Move! campaign  with a focus on the South Lawn vegetable garden.  It also spotlights healthy food access projects around the US, and includes recipes from the White House chefs.

The first-ever White House Task Force on Childhood Obesity was created on the day Let's Move! launched in 2010, and issued a Report to the President that detailed campaign goals and recommendations, which are followed when Mrs. Obama considers private-sector partnerships and other activities.  The Task Force issued a one year progress report in 2011, but has not been heard from since.  There was no progress report released for the second anniversary, and task force chair Melody Barnes, who was also chair of the White House Domestic Policy Council, departed the White House at the end of 2011.

The Let's Move! campaign has been without an Executive Director since Dr. Judith Palfrey stepped down in December of 2011. Senior Policy Advisor for Healthy Food Initiatives Sam Kass (l) is the de facto Executive Director but has not been formally granted the title.  Kass is the ambassador for the campaign, and has traveled around the US to speak at grassroots events and policy conferences, in addition to his White House duties. Marissa Duswalt, a nutritionist "on loan" to the White House from USDA, holds the title of "Let's Move! Associate Director for Policy & Events."

The lists published for this year's anniversary is not an exhaustive catalog of activity; the campaign has many branded sub-components that are not mentioned, such as Let's Move! Indian Country, a component for Native Americans and Pacific Islanders; Let's Move! in Schools, a fitness project for schools, Let's Move! in the Clinic, designed to help doctors address childhood obesity; Let's Read Let's Move!, a summer program; and Let's Cook, which lasted for about two months before being cast aside. 

Since the launch in 2010, "we’ve seen substantial commitments from parents, business leaders, educators, elected officials, military leaders, chefs, physicians, athletes, childcare providers, community and faith leaders, and kids themselves to improve the health of our nation’s children," noted the post on the Let's Move! blog, which was titled "Let's Move! Three Years Working Towards a Healthier Generation of Children."

"Thanks to these efforts, families now have access to more of the information they need to make healthier decisions for their children. Young people now have more opportunities for physical activity in their communities. Food in schools has been dramatically improved.  And more Americans now have access to healthy, affordable food right in their communities," noted the post.

"This year’s Let’s Move! milestones and collaborations include"...

1. Disney announced that it will require all food and beverage products advertised, sponsored, or promoted on various Disney-owned media channels and online destinations and theme parks to meet nutritional guidelines that align with federal standards to promote fruit and vegetables and limit calories, sugar, sodium, and saturated fat by 2015.  The details.

2.  In support of Team USA at the 2012 Olympic Games, the US Olympic Committee and several of its national governing bodies – USA Cycling/USA BMX, US Paralympics, USA Soccer, USA Swimming, USA Track & Field, USA Tennis, USA Gymnastics, the US Olympians Associations, USA Field Hockey, and US Volleyball – provided beginner athletic programming for free or low cost to more than 1.7 million kids in 2012.  Links to all posts about Mrs. Obama's visit to London for the 2012 Summer Olympics.

3.  The Department of Defense announced dramatic improvements to nutrition standards for the $4.65 billion worth of food purchased every year for our troops and their families. For the first time in 20 years, DOD is updating their nutritional standards to include more fresh fruits, vegetables, whole grains, lean meats, and low-fat dairy products with every meal.  The details.

4. The First Lady celebrated a series of new collaborations to support Let’s Move! Cities, Towns and Counties. Organizations including the National League of Cities, the Robert Wood Johnson Foundation, the Blue Cross Blue Shield Association, and KaBOOM committed new resources to help hundreds of local elected officials advance the goals of Let’s Move! in their communities. More than 150 local elected officials have committed to the goals of the initiative.  The details.

5.  Birds Eye committed to spending at least $2 million per year for three years to marketing and advertising efforts designed to encourage children to consume and enjoy vegetables. They will also work with kids on two new kid-developed products and will distribute 50 million coupons as part of a marketing campaign to promote vegetables. The details of the original commitment and Ed. note:  Birds Eye did not really "work with kids." The company ran an online contest in conjunction with Nickelodeon to get children to send in recipes, then ignored these and created their own quick-serve product that's supposed to appeal to children. 

6.  Through the PHA “Play Streets,” the Blue Cross Blue Shield Association funded street-closings to increase safe places for families to play. These areas are called “Play Streets”—city streets where kids and families can run, walk, bike, or play outside freely without traffic. In 2013, at least four Play Streets per city/town in 10 cities and towns across the country will be funded.

7.  In August 2012, the First Lady hosted the first-ever Kids’ State Dinner celebrating healthy lunchtime recipes created by kids. The First Lady, along with Epicurious, USDA, and the Department of Education, welcomed 54 young chefs from all 50 states and U.S. territories to a luncheon at the White House serving some of those healthy creations.  Posts about the Kids' State Dinner.

8.  The President’s Council on Fitness, Sports and Nutrition updated the President’s Challenge Youth Fitness Test to reflect the latest science on kids’ health and promote active, healthy lifestyles rather than athletic performance and competition. The new Presidential Youth Fitness Program is a voluntary, school-based program that assesses students’ fitness-based health and helps them progress over time. The new program will be implemented in 25 percent of US schools by the end of 2013, and 90 percent of US schools by 2018.

9.  The Partnership for a Healthier America teamed up with 157 hospitals to deliver more healthy options throughout their facilities. These hospitals have committed to work over the next three years to improve the nutrition of patient meals as well as that of the food options in on-site cafeterias. This includes more fruits, vegetables, whole grains,  low calorie options, and healthy beverages.   

10.  In September 2012, experts in the physical activity and public health communities (The Partnership for a Healthier America, Nike Inc., the American College of Sports Medicine, and the International Council of Sports Science and Physical Education) came together around a shared set of seven best practice “design filters” for youth physical activity programming. Organizations across sectors are working to integrate these filters into school and community-based physical activity programs to provide positive, quality experiences for young people across the country. 

"And over the past three years, people from every sector of society have come together to support the goals of Let’s Move!"...

1.  In December 2010, President Obama signed into law the Healthy, Hunger-Free Kids Act, groundbreaking legislation that is helping American public schools offer healthier school meals for tens of millions of American children. And in January 2012, the USDA released new school meal regulations to boost the quality and nutrition of our national school lunch and breakfast programs – including offering more fruits, vegetables, and whole grains and less sodium, saturated fat, and trans fats.  Links to all posts about the Healthy, Hunger-Free Kids Act.

2.  Through the HealthierUS School Challenge, more than 5,000 schools now meet high standards in nutrition and fitness – and the list continues to grow, surpassing goals set not just for 2012, but for 2013 as well.  Links to all posts.

3.  Walgreens, Supervalu, Walmart and several regional grocers announced a commitment to build or expand 1,500 stores in communities with limited or no access to healthy food. This initiative will create thousands of local jobs, and will provide access to fresh food to an estimated 9.5 million people who currently have limited access. In California alone, the Fresh Works Fund has committed 200 million dollars to this effort to increase access to healthy food.  Links to all posts about food deserts.

4.  Darden, the world’s largest full service restaurant company, which owns Olive Garden, Red Lobster and other chains, made a commitment to improve kids’ menus by offering a fruit or vegetable and low-fat milk with every meal. Darden will also reduce total calories and sodium by 20% across their menus over the next 10 years.  The details.

5.  The First Lady launched MyPlate and MiPlato, an easy to understand icon to help parents make healthier choices for their families. More than 6,100 community groups and 100 national organizations and corporations have partnered with the USDA to give families across the country access to this important nutritional information.  Links to all posts.

6.  The First Lady worked with the US Tennis Association to build or refurbish more than 6,200 kid-sized tennis courts across the country, sign up more than 250,000 kids to complete their PALAs, and train 12,000 coaches to help kids learn the sport of tennis. Links to all posts.

7.  The First Lady launched Let’s Move! Child Care to ensure that our youngest children are getting a healthy start.  As of January of 2013, more than 10,000 child care professionals and organizations have registered to implement new criteria for nutrition, physical activity, and limited screen time.  The details.

8.  Walmart announced a new Nutrition Charter through which they lowered the cost of fruits, vegetables, and whole grain products by $1 billion in 2011. Wal-Mart has also pledged to work with manufacturers to eliminate trans fats and remove 10% of the sugar and 25% of the sodium in the food they sell by 2015.  Links to all posts about Walmart.

9.  Through Chefs Move to School, 2,400 chefs and nearly 4,000 schools have signed up to work together, teaching kids about healthy eating and helping cafeteria staff prepare healthier meals. Links to all posts about Chefs Move.

10.  The country’s largest food manufacturers pledged to cut 1.5 trillion calories from the food they sell by 2015 through their Healthy Weight Commitment Foundation.  The details.

11. The American Beverage Association fulfilled their commitment to put clear calorie labels on the front of their products to give consumers better information.

12.  Through Let’s Move! Museums and Gardens, 597 participating institutions in all 50 states and the District of Columbia have signed up to offer active exhibits and healthy food choices.  The details.

13.  In one year, 1.7 million Americans earned the President’s Active Lifestyle Award (PALA) for engaging in regular physical activity, far exceeding the First Lady’s goal of 1 million.  The details.

14.  Let’s Move! Salad Bars to Schools has delivered more than 1,600 salad bars to schools in the past year – helping provide access to fruits and vegetables for more than 800,000 children. The details of the original commitment in 2010, which was to raise $15 million for 6,000 salad bars by 2013.

15.  Faith and community organizations have initiated a broad range of activities including walking more than 3.85 million miles, growing 1,500 gardens, helping start 7,000 farmers markets, and bringing fresh produce to 5,600 food pantries. In partnership with Faith United to End Childhood Obesity and Save the Children, more than 1,000 faith and community leaders have started local wellness initiatives.  The details.

16.  All-Clad donated 1,000 cooking demonstration kits for chefs who are working to improve school nutrition.

17.  Hyatt Hotels committed to meeting certain nutritional standards on their children's menus and to reducing calories, sodium, and added sugar by at least 10% across all their food menus by 2016.

18.  YMCA of the USA committed to meeting PHA’s child care standards as well as physical activity and nutrition standards for out-of-school-time programs. 

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*CLICK HERE for links to all anniversary posts

*CLICK HERE for links to all Let's Move! posts.  


*Top photo by Chuck Kennedy/White House, taken during the "Let’s Move!" South Lawn series kick-off on May 25, 2010. Book jacket courtesy of Crown Publishing, Inc, a division of Random House.  Kass photo by Eddie Gehman Kohan/Obama Foodorama