BYU-designed logo urges healthful living

WASHINGTON — The federal government kicked off a new public service campaign against childhood obesity Thursday that will give Brigham Young University advertising students a chance to see their work in action.

The BYU student-designed logo, urging children to "Eat Well, Play Hard, Make It Balance" is just one part of the Ad Council's latest campaign aimed at educating children to make wise health choices.

More than 10 million school-age children in the United States, about 18 percent, are now considered overweight, according to the Health and Human Services Department. The ads are designed to help children — and their parents — eat better and learn how to incorporate exercise into their daily routine.

Jeff Sheets, director of the BYU's Advanced Advertising Lab, said the Ad Council gave the school the assignment last fall. Ten students worked on the project and now the Coalition for Healthy Children may use the logo in ads, Web sites or even on their products. Coalition companies include Kraft Foods, Subway, PepsiCo, and Coco-Cola, among others.

Sheets and Blake Hadley, a BYU senior advertising major from Orem, were in Washington Thursday for the campaign's opening. Hadley, who served as the project's art director, said it taught him that you had to "be very clear" in getting the message across.

"The icon has to tell a story," Hadley. "We had to think about things that would relate to kids."

The image of a person balancing on a ball is set to complement an exclamation point used throughout the campaign.

Health and Human Services Secretary Mike Leavitt unveiled the biggest part of the campaign Thursday — English and Spanish television ads that feature DreamWorks Animation character Shrek and other familiar faces from the Shrek movies. Nationally recognized advertising firm GSD&M made the ad for free, according to HHS.

"I hope to find innovative ways to work as partners with many other companies in creating a culture of wellness," said Leavitt, a former Utah governor.

President Bush met with the presidents and chief executive officers of coalition companies, DreamWorks and the Ad Council at the White House Thursday to discuss ways to encourage healthful food and physical activity in their marketing campaigns.

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