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Vol. LXI, No. 14
July 10, 2009
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Corporate Partnership with ‘We Can!’ Spreads Messages Nationally

At a National P.E.P. (Play More, Eat Right and Push Away the Screen) Rally, more than 200 children participate in fitness activities offered through NIH’s We Can! program.
At a National P.E.P. (Play More, Eat Right and Push Away the Screen) Rally, more than 200 children participate in fitness activities offered through NIH’s We Can! program.

NIH acting principal deputy director Dr. Lawrence Tabak, NIH staff and celebrities encouraged children to lead healthier lives at an event launching a new partnership between NIH’s We Can! (Ways to Enhance Children’s Activity and Nutrition) program and Subway Restaurants’ Fresh Fit for Kids line of meals. To announce the partnership, NIH and Subway held a National P.E.P. (Play More, Eat Right and Push Away the Screen) Rally recently at the D.C. Armory where Tabak offered potentially life-changing tips to more than 200 local children.

“Obesity is a significant public health problem, not just for adults, but also for our children who could suffer from lifelong medical and psychosocial problems,” Tabak noted. “We are delighted to...educate children and their families about three simple steps they can take for a healthy weight: eat right, move more and limit screen time.”

The kids responded enthusiastically to Tabak, shouting “We Can!” each time he mentioned the name of the national education program. The participants also cheered on boxing champion Laila Ali, Olympic soccer star Tab Ramos and Subway spokesman Jared Fogle.

Ali, Ramos, Fogle and We Can! coordinator Karen Donato of NHLBI participated in dozens of interviews about the partnership with TV and radio stations across the country, emphasizing the program’s three key messages. As a result of coordinated media efforts, the NIH-Subway partnership garnered more than 49 million media impressions, employing print, television, radio and Internet platforms—with an estimated 42 million impressions reached through Hispanic media covering the event and interviewing Ramos and others.

Through a memorandum of understanding, Subway has committed to continue to spread We Can! messages nationwide to parents, teachers and the public as part of a co-branded marketing campaign. More information on We Can!, its partners and an array of materials available to parents, children and communities can be found at http://wecan.nhlbi.nih.gov. NIHRecord Icon

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