Are You "Up" for the Challenge? Get Up, Fuel Up, Own Up for National Healthy Me Week (June 2-8)

TORONTO, ONTARIO--(Marketwired - May 29, 2013) -

Editors Note: A photo for this release will be available on the Canadian Press picture wire via Marketwire.

Concerned Children's Advertisers (CCA), in partnership with leading media, community and sports groups, today announced activities planned for the second annual Healthy Me Week, including a 7-day Challenge focused on moving more, healthy eating, and motivation. This national initiative promoting a healthy, active lifestyle among Canadian families, coincides with the release of the 2013 Active Healthy Kids Canada Report Card.

"Our childhood obesity and physical inactivity rates are still high," confirms CCA president, Bev Deeth. It is estimated that 1 in 3 Canadian children is considered overweight or obese. Ninety per cent are not meeting minimum daily physical activity requirements for optimum health. "Healthy Me Week makes health a family affair. It's also the type of collaborative approach by media, government, community and youth organizations that will help move the needle on a healthier, more active life for our kids," says Deeth.

Healthy Me Week was created after a national consultation by the Public Health Agency of Canada. Leading media companies and health stakeholders were invited to weigh in on how to help curb increasing childhood obesity rates.

"Healthy Me Week brings awareness to the important role physical activity and healthy eating play in the health, well-being and quality of life of Canadians," says the Hon. Leona Aglukkaq, Minister of Health. "I am impressed by the commitment these groups are showing by working together to highlight the importance of healthy choices, especially when it comes to children and youth."

Once again this year, participating organizations have rallied together to create an extensive outreach campaign to communicate the Week's health message. Activities include free community events; tips and articles; promotions; TV, radio, and banner ads featuring a Get Up, Fuel Up, Own Up message; a new healthymeweek.ca microsite; and an invitation for Canadians to take the 7-day Challenge as a family.

Deeth explains the goal of Healthy Me Week is to offer tips and resources that help Canadian families think about healthier food choices, and recognize opportunities to incorporate more physical activity into their daily lives. "It's about making small changes every day that lead to big health improvements over time. We hope Healthy Me Week provides the nudge families need to make positive changes for the sake of their long-term health and well-being."

For more information on Healthy Me Week and the 7-day Challenge: www.healthymeweek.ca.

About Healthy Me Week

Healthy Me Week is a national health initiative that empowers Canadian families to adopt a healthier, more active lifestyle. Launched in 2012, the initiative is held every year, during the first week of June. Healthy Me Week is led and promoted by the following partners: APTN, Astral Media, Best Health Magazine, Kids' CBC, NBA, ParentsCanada, ParticipACTION, Public Health Agency of Canada, Shaw Media, TELETOON Canada, Today's Parent, TVO Kids, YMCA Canada, YTV; and youth health/well-being advocate, Concerned Children's Advertisers. www.healthymeweek.ca.

About CCA

Concerned Children's Advertisers (CCA) is a unique non-profit organization and model of corporate social responsibility. Our 20 Canadian member companies are committed to understanding and contributing solutions to challenging issues that impact children, including healthy active living, bullying prevention, self-esteem, and media literacy. The organization is also supported by numerous partners, including child-centred issue experts, advertisers, and broadcasters. As a committed group of Canadian advertisers, CCA's mission is to be the credible, caring and authoritative voice of responsible children's advertising and communications. http://cca-arpe.ca.

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