Foundation General Programming Strategy
Obesity is rapidly becoming the #1 health care problem facing the North American, European, and Asian health care systems for men, women, teens, and children. Childhood obesity as cited in the Journal of the American Medical Association in March 2006 from a recent Center for Disease Control (CDC) study, clearly demonstrates trending data from 2003-2006 showing childhood obesity rates up 22% from 1999-2001. Now nearly 1-in-4 children are considered obese while 1-in-3 are considered seriously overweight. At the current trending rate cited by the CDC, 1-in-3 children will be considered obese by 2012 and nearly half will be considered obese by 2020. The potential impact of these obesity trends on American, European, and other global economies will be nothing short of monumental. Employers of large and small businesses, and other private and public sector institutions competing in a global economy will be facing an undaunting challenge to provide work place health care benefits whether through private or public sector health care systems to these global work forces suffering from the ravages of obesity related diseases e.g., type-2 diabetes, heart disease, hypertension, several types of caner, sleep apnea, arthritis, etc.
The latest childhood obesity research has revealed that the earlier you introduce the necessity for daily proper nutrition and physical activity behaviors, the greater the likelihood for the reduction in the incidence of obesity among the young. The time has come to take a bold proactive health educational approach for countering and eventually reversing these alarming adverse health trends. The National Childhood Obesity Foundation® on these very principles to address in a very proactive way this national and international epidemic. A recent 
® Attitudinal Childhood Obesity Survey has confirmed that the attitude and knowledge of parents and care-givers towards nutrition and physical activity is crucial to reversing this national and international childhood obesity epidemic. ® has devised an interlinking triad of six health education programs to deliver what we call the 4 C's: a current, continuous, comprehensive, and well centered intervention behavior modification health education program that would begin the process of reversing obesity among the most vulnerable of the world's populations, namely children.
® has devised a two-phased health care behavior modification education programming model that incorporates an incubator, national and international grass-roots ecologically and scientifically based nutrition and kinesiology empowerment intervention approach within six specifically devised health care oriented programs. This unique health care education delivery model system was devised to deliver and communicate, at all possible socio-economic levels affected by this growing national and international epidemic, the message on the importance of developing daily healthy nutritional and physical activity habits.
®'s health care education message targets three large and extended populations: parents (expecting parents, grandparents, aunts, uncles, etc.) their children (or grandchildren), and care-givers (teachers and others involved in the daily care of children). ®'s health care education message creates a unique co-branding opportunity for consumer product brands that are targeting similar or the same consumer audiences. The consumer product industries that target these similar or same audiences are life and health insurance, sporting apparel and goods, telecommunications, fast food, soft-drink and other beverages, leisure fitness, personal care, computer, gaming software, toy, office equipment, and confectionary companies. ® seeks to partner with several major corporate and corporate level Donors from these various industry sectors to meet the development and communication transmission challenges of reaching these audiences with its health education message.
Not all of these above mentioned industries have been sited by various national health advocate groups as being linked or contributors to the growing international obesity problem. However, those industry sectors that have been targeted by such groups, ® firmly believes are part of the solution and not the problem. ® is committed to devising innovative approaches and solutions to the complex issue of obesity by engaging, not singling out imagined perpetrators, cited industry sectors to address what national and international education processes and programs best fit those vulnerable groups to begin the process of reducing the incidence of obesity. ®'s intent has been and remains the positive engagement with consumer product industries that target our mutually inclusive audiences. ® seeks only to modify behavioral attitudes and thusly activities in nutritional and physical activity habits of these vulnerable groups through its intensive 
® health education Programming strategy as outlined below.
Furthermore, ® has created through its professional Advisory Board (AB) members, an extensive reach into the targeted national and international audience marketplace that it seeks to educate. ® AB members include the National Education Association (with 4.3 million public school member teachers), KinderCare (with its 1,740 infant-care, pre-K, and kindergarten learning sites across the U.S. and Canada serving more 350,000 children),
Bright Horizons (with 443 pre-K and K-2 sites across the U.S. serving more 80,000 children), Boys & Girls Clubs of America (with 5.6 million members), the Girls Scouts of USA (with 2.8 million members), Cable in the Classroom (with its 6.5 million members), the National Association for the Education of Young Children (with its 105,000 members), the National Association of Boards, Commissions, and Councils of Catholic Education (with its 850,000 members), etc. are all part of this immediate and extensive network reach into the targeted community. ®'s Advisory Board reach will continue to expand further into the national, regional, and local education and parental communities with one or more major Donor funding of ® 's Programming efforts.
Phase One: ® shall introduce the animated characters named: Alisha the Active and Henry the Healthy Sharks ® to better assist the ® programs cited below with the introduction and weekly continuation of the Foundation's message of healthy nutrition and physical activity. The development of a shark character to represent ®'s health education message was due to the shark's respected reputation for relentlessness and focused behavioral patterns will lend credence to the importance and delivery of the health care message. Alisha's and Henry's purposefully softened demeanor and out-going personalities will be attractive to children and parents alike internationally. ®'s localized testing of Alisha and Henry's character with school aged children has resonated extremely well among the targeted audiences of pre-K and K-6 grade levels.
The success of Phase One will depend largely on securing one or more major Donor gifts above the annual CEO's Health Educators level for a three-year commitment. This level or greater funding commitment is necessary to properly fund and fine-tune the multi-dimensional and developmental aspects of these interlinking empowerment intervention programs to meet the challenges of reaching the targeted grass-roots audiences of pre-K and K-6, and their parents/gatekeepers. The following information outlines in greater specificity ®'s basic health education Programming in Phase One:
1. ® Health Care Education Event Tour; This shall consist of a health education tour of the largest metropolitan cities (in North America, Europe and other international locations as donation amount levels allow) where obesity rates have reached epidemic proportions as cited by the Center for Disease Control. Upon receiving an Executive Director's Health Seeker level gift donation or greater, ® plans on fully developing and staging an Incubator Health Education Tour in the Boston area as a precursor for the national tour.
Upon securing an annual Major Corporate Donor at the Chairman's Health Advocate level gift or higher the national ® Tour will commence in 4-cities and eventually expand into a 20-to-24 city annual national Tour by year six (dependant upon annual receipt of higher major donor gift levels) of the health education campaign. The ® Health Care Education Event Tour will consist of various Donor level health education information tents, exhibits, and product give-aways. Informational tents will consist of nutrition and physical activity events for kids and parents. Exhibits may consist of Presenter and other Donor level related health, nutritional, and physical activity product information. Working closely with many of the ® Advisory Board members, ® shall contact within a fifty mile radius of each city those pre-K and K-6 schools and their parents to come join the Tour on a Sunday afternoon from Noon - 4:00 PM when it arrives in their city.
2. ® Health Educational Website (
SM Health Curriculum) Program: working closely with the many professionals and experts from the ® Advisory Board, ® will develop a highly interactive web-based health education curriculum targeting the pre-K, K-6, and their parent's audiences via ®'s mascots Alisha the Active® & Henry the Healthy Sharks® entitled: "Teaching Health In Nutrition and Kinesiology". The SM Curriculum will be devised largely from input from the ® Advisory Board and will feature multiple and understandable formats for parents, teachers, and children (internationally and nationally) to receive and digest the most current information regarding nutrition and physical activities. Alisha and Henry will act as the ambassadors of good nutritional and kinesiology habits that children will be attracted to and parents may consult as a daily or weekly reference guide for their own family's nutritional buying and kinesiology habits.
3. ® Health Education Internship Program: ® upon receiving annual Donor I level gifts at the CEO's Health Educator level and above, shall begin working closely with many of its Advisory Board member groups to begin a national health education internship program in conjunction with collegiate and university health science, nursing, and kinesiology departments. The intention of the internship program is to place well-qualified allied health field students from state certified colleges and universities into public, charter, and private pre-K and K-6 schools nationally using the ® SM Curriculum as their guide in the classroom to educate these young students on the importance of proper nutrition and physical activity as a life-long strategy. Furthermore, in keeping with ®'s 4 C's as cited above, the Foundation will establish on an annual basis four week summer ® Nutrition and Kinesiology Education Camps for inner-city and suburban children and parents.
Phase Two: This Phase incorporates an even broader ecologically and scientifically based national nutritional and physically active health care empowerment message approach. The following triad of programs comprises Phase Two:
1. ® Health Care Education Communications Program; ® intends to develop, with annual Donor I gifts at the Trustee's Health Benefactor level and above, a series of national and regional health education communication messages incorporating Alisha the Active® & Henry the Healthy Sharks® as a primary spokesperson for the Foundation. These kids and parents oriented communication events and programming will consist of an syndicated Kids & Parents Health Radio and TV Talk Shows, an on-line interactive ® Kids & Parents Health Publication, and public service announcements.
® intends to expand the health communications avenue with annual Donor I gifts at the Chairman's Health Advocate level and above by devising an Advisory Board Speakers Bureau. The Speakers Bureau will allow ®'s nationally recognized and highly honored Advisory Board members to speak or debate at local, regional, and national health conventions, universities, secondary schools, televised health show panels, and radio talk shows about the childhood obesity issues. Each Advisory Board member who participates in one or more of these formats would receive a stipend and expenses for his or her time and travel.
Another significant communications program attribute will be the National and Regional Health Education Recognition Awards program. ® shall develop, with annual Donor gifts from the CEO's Health Educator level and above, a national and regional nutrition and kinesiology health recognition program honoring those pre-K and secondary schools, teachers, students, communities, and health care providers and professionals that advocate for and/or act to create healthy nutritional and physical activity environments as determined by the Foundation.
Furthermore, ® intends to develop with annual Donor gifts from the CEO's Health Educator level and above a Celebrity Board to bring added attention to the topic of childhood obesity via network and cable television programming and public service announcements. As a natural extension of this Board, ® intends to develop a semi-annual Gala Event Dinners (New York and Los Angeles) and Celebrity Golf Tournament for new fundraising opportunities, and added value national awareness for the issues regarding childhood obesity.
2. ® Future Health Care Scholarship Program; ® intends to develop, with annual Donor gifts at the Co-Presenter level and above, allied health scholarships for qualified high school and 2-and-4 year college sophomores majoring in nursing, health science, kinesiology, and health education at a nationally recognized institution. Annual announcements of these scholarships would be made via USA Today, National Higher and Secondary Educational Magazines, through the ® extensive Advisory Board network of the NEA, KinderCare Learning Centers, Bright Horizons, B&GCA, Girls Scouts of USA, the National Association for the Education of Young Children, etc, through ® Donor websites, and through ®'s own website. Scholarships will be based solely on merit (grades, internship or work experience in the field, academic and personal recommendations, and written essay on student's chosen or intended allied health occupation and how it will help combat obesity).
3. ® Obesity Research Grants: ® intends to develop, with annual Donor gifts at the CEO's Health Educator level and above, to help support new or continued research in the academic areas of the hard sciences (biology, chemistry, biochemistry), medicine, psychology, and education regarding childhood obesity. Grants will be reviewed for scholarly and professional presentation of the subject-matter to be researched. The application review and selection process will be conducted by specially selected members of both the Board of Trustees and the Advisory Board, ensuring that whom ever was selected had no ties in any manner professionally and/or non-professionally with any applicant.
Why Co-Brand With ®?:
All six ® ® health education empowerment programs are intended to be direct proactive ecological behavior modification programs advocating healthy life-styles through various enlightened nutritional and physical activity awareness experiential methodologies delivered into the very communities that the obesity epidemic is affecting.
As stated earlier the purpose of these Phase One and Two interlinking triad of six health education programs is to deliver ®'s 4 C's: a current, continuous, comprehensive, and well centered health care education intervention message and information stream to the most vulnerable groups afflicted by this national and international obesity crisis. ® Programming, together with its professional Advisory Board members (representing many regions of the globe) as earlier cited above, allows the ® health education message to potentially reach an estimated 32-48 million people across North America, an estimated 20-30 million people across the European Union, and an estimated 60-90 million people across China.
® seeks to annually engage corporate branding and affinity marketing partners with similar target audiences (children, expecting parents, young parents, grandparents, teachers, and care-givers), to help curb the rising incidence of obesity via ®'s intensive annual health education programs outlined above. Assisted by Major Corporate and Corporate level Donors, ® will complete development and begin transmission of its health education message.
As presented above, together we can begin to address and combat this growing national epidemic while simultaneously increasing market share and customer loyalty, and enhancing the national and regional image of your consumer brand or brands and/or product line or lines. If you have any further questions regarding ® and/or its Programming, please contact either Dr. Robert Mullaly or Roland Regan by referring to the foundation telephone here. Please leave your name and number and we shall contact you within twenty-four hours of your call message.