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Cartoon Network, FDA encourage Kids to Spot The Block

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MUMBAI: US kids broadcaster Cartoon Network and the Food and Drug Administration (FDA) are unrolling a public education campaign this month.

It encourages kids and tweens to use the Nutrition Facts information on the food label to make healthier food choices.

Known as Spot The Block, the campaign uses online and customised public education on-air spots featuring characters from popular programs like Fosters Home for Imaginary Friends to promote portion control and a healthy eating lifestyle. This first of its kind partnership between Cartoon Network and the FDA kicks off today 14 February 2007.

Spot The Block will feature two public education on-air spots produced by Cartoon Network and showcase favorite characters from the networks original programming lineup. The first on-air spot, Spot The Block, Yo! includes a funky, soulful song, ala School House Rock!, performed by characters from series, Fosters Home for Imaginary Friends, The Grim Adventures of Billy and Mandy, Camp Lazlo, and My Gym Partners a Monkey.

The fun song and dance number demonstrates where to look for (spot) the Nutrition Facts label (the block) and the useful information it contains to help kids and tweens make healthy food choices. Creative components for the second public education on-air spot unveiled later in the year will be available at a later date.

Spot The Block will also feature a custom micro site. The online destination will offer kids the opportunity to engage with the FDAs key messaging and offer tools to enable them to better understand the Nutrition Facts label on their favorite foods.

Turner Entertainment Group president Mark Lazarus says, "We are extremely honoured that the FDA has selected Cartoon Network as their media partner for communicating these important nutrition messages directly to kids and tweens, said president . The campaign fits in with our overall commitment to kids and Cartoon Networks Get Animated programme, which helps to teach and inspire kids to get healthy, active and involved; and our beloved characters are the perfect ones to deliver such a message."

Launched in February 2005, Cartoon Networks Get Animated provides on-air, online, print and off-channel programs to teach children the value of a healthy lifestyle that includes regular exercise, good eating and helping others. Featuring the networks roster of popular cartoon characters, Get Animated currently includes multiple animated PSAs, a mobile tour, community programmes and its 2006 Rescuing Recess initiative.

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