American childhood obesity rates, up 16% since 2000, are at epidemic levels. Too many are overweight and undernourished, missing important nutrients like bone-building calcium.

National Dairy Council (NDC), a non-profit trade group, was created a century ago to ensure Americans understand dairy’s nutritional value. Lately NDC saw dairy consumption decreasing in schools and sweetened soft drink consumption increasing. NDC knew that to protect their school franchise, large changes in youth behaviour were needed…now!

Wise parents know kids will more likely change when kids decide they need to act… not parents. NDC made that concept its creative centrepiece. We put kids in charge. We let kids be kids. In the process, we united students in health across America.NDC partnered with National Football League (NFL), launching Fuel Up to Play 60 (FUTP 60). In FUTP 60, kids rally school leaders to improve lunch menus, record foods they eat, and encourage friends to be healthy. NDC provides the rewards and resources, but youth lead.

By empowering children at 70,000 public schools, the 2010 program won support from health groups, government leaders (including Michelle Obama), business and school leaders. And, 87% of school leaders surveyed observed increased dairy consumption among their students.

FUTP 60 made huge strides in 2010:• Launch of Gen YOUth Foundation, a new organization formed to raise funds for FUTP 60 and increase awareness about childhood obesity in America. The Foundation was launched at Super Bowl January 2011, with three cabinet-level members of the Presidential administration pledging to support FUTP 60 and Gen YOUth• During 2011 Super Bowl festivities (the most watched event in America) FUTP 60 debuted a Public Service Announcement (PSA) developed in collaboration with Michelle Obama and Let’s Move!

• Built website to enable youth to record healthy foods and physical activity they choose every day• Developed a partnership with school social website, SchoolTube. Kids uploaded show and tell videos to the site emphasizing healthy eating and activity. Held several events at schools with well known NFL players in attendance to add excitement• Implemented aggressive media relations campaign to enhance public awareness.

Change has begun! Data show US kids are eating healthier and are more active. 87% of school leaders surveyed observed increased student dairy consumption.- NDC protected its place in schools. 80,000+ adult school leaders now involved- 70,000+ schools enrolled in FUTP 60. 3,500+ students applied to the Student Ambassador- Program, demonstrating ownership.Enslow Middle School in Huntington, West Virginia, labelled the unhealthiest city in America by the Centers for Disease Control, was recognized as the school with the strongest involvement in 2010.Enslow Program Advisor Lisa Riley said, 'Fuel Up to Play 60 changed our school; my students now believe in themselves.'The Super Bowl event achieved more than 700 million media impressions and was covered by Associated Press, USA Today and CBS.We unified partnerships with health leaders, NFL, federal cabinet members, First Lady Michelle Obama and 7 health organizations into a powerful movement that's working.