The strategy was based on a unique, creative call-to-action campaign: ReCharge! Energizing After-School - a kid-friendly, educator/parent-friendly, with an easy-to-understand message: Energy In (nutrition) teamed up with Energy Out (physical activity). Working within a fun, NFL-inspired, team-based program designed to take advantage of the "after-school" day part to maximise its effectiveness. Tactics included a comprehensive 120-page After-School Kit sent to a database of educators, a DVD featuring the NFL's Boomer Esiason as program spokesperson, 200 life-size food cut-outs with nutritional content and details related to structuring and implementing after-school NFL-inspired kids' team-based physical activities.

1. The ReCharge! After-school program successfully launched its nutrition and activity based program. 2. 3rd through 6th graders in participating schools experienced a reversal in weight gain vs. students who did not have an opportunity to participate in the program. Post-event evaluations confirmed that 4 million boys and girls -- a 60% increase over objective -- participated in the program. 3. Dairy sales registered an incremental lift directly attributed to ReCharge!. 4. The successful program results and additional schools' requests for the ReCharge! program have prompted its expansion -- and the 2006 program is now in its pre-launch stage!