The food industry has an important role to play in complex nutritional issues along with governments, educators, media, health care professions, a number of other partners and the consuming public regarding this issue.
As a result, we are working with a coalition of industries focussing on a healthy eating and active living program to provide comprehensive, credible and compelling messages, tips and tools for Canadian children, their families and communities. This national, multi-media effort will also provide tools, resources and training for educators and parents across Canada, through workshops and CD Roms.
Children’s Healthy Active Living Program
The CMAC became a founding partner of the industry coalition providing confectionery with joint ownership of “LONG LIVE KIDS” the Children’s Healthy Active Lifestyle national brand.
This national campaign focuses on a healthy eating and active living program for children that incorporate over $4 million in targeted national television advertising and includes complete educational course outlines, teaching and community workshops and tool kits. CMAC staff participate in all aspects of the development of this program.
Besides the funding provided by the 16-member industry-association coalition, brand ownership has been extended to a number of new partners and experts who have joined this ambitious and important initiative to ensure its success…they include: Health Canada; the Canadian Teacher’s Federation; Canadian Home & School Federation; Dieticians of Canada; the Foundation for Active Healthy Kids; Canadian Association of Health, Physical Education, Recreation and Dance; YWCA & YWCA of Canada; and Boys & Girls Clubs of Canada.
The “LONG LIVE KIDS” message is delivered through two powerful vehicles: a series of child-directed public service messages and an education program delivered to educators, parents and community leaders across Canada. Click below to view the “eat smart” PSA’s!
Quotes
“Long Live Kids is a rallying cry to Canadian children”
Cathy Loblaw,
President and COO, CCA
“The Government of Canada is proud to work with the CCA to create a program that really speaks to kids in a way that is engaging and informative”…. “If children learn the importance of a healthy active lifestyle today, they are more likely to become healthy adults and ensure a healthier Canada”
Health Minister Ujjal Dosanjh
“There is no one single cause of childhood obesity and therefore no easy solution to this complex issue”... “a key approach is prevention through health eating and active living habits”
Helen Haresign,
VP Development, Dieticians of Canada
“Increasing the physical activity levels of all Canadians is one of the best investments the public and private sectors can make in health promotion…we are thrilled to government, NGO’s, industry associations and member companies all working together”
Stephen Grundy
CEO, Coalition for Active Living
“A program such as this that promotes balance between healthy eating and activity is just what is needed today”
Susan Robertson
President, OFHSA
“As teachers, we have noticed that an increased reliance on television, video games and computer technology as pastimes for children and a diminishing priority on physical education in Canadian schools are contributing factors to the growing numbers of sedentary children and teenagers”
Terry Price
President, Canadian Teachers Federation
International Confectionery Association HALS
The CMAC is Chairing the International Confectionery Association (ICA) HALS Ctte, headquartered in Brussels. This special organization is developing an international information data bank on nutrition and working with a number of international organizations on nutrition and physical activity issues.
Weight issues are a global concern, not just Canadian and as such it is important for our industry to maintain a strong role on the international stage to help combat the problem.
CMAC Kids Section
For more information on the "Long Live Kids" Campaign and Childeren's Healthy Active Lifestyles, please go to the kids section of this site.
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