MUMBAI: A healthy lifestyle is what Cartoon Network in the US is advocating in its new marketing initiative. Targeted to kids in the 6-14 age group Get Animated is an on-air, online, print and off-channel campaign and kicks off on 28 February.
The programme will tap into the network’s roster of cartoon characters and distinctive 3D on-air environment to communicate positive lifestyle messages through multiple Public Service Announcements (PSAs). These will air in Cartoon Network’s morning, afternoon and prime time day-parts. These pro-social spots also will point viewers to www.GetAnimated.com. On this site content will further communicate messages around the benefits of making good lifestyle choices.
Kids will find tips, lifestyle recommendations and an interactive game that will focus on the importance of being active. Additionally Get Animated messages will appear within a series of consumer and trade ads in key publications.
The broadcaster has launched the initiative Movement Ink. This will serve as a place where cartoon characters and,at times, live kids can come together for growth, inspiration and action. Activities housed within the facility will vary from traditional sports to non-traditional activities, such as, tree house climbing.
Kids onscreen will encounter and interact with their favourite characters from series such as Codename: Kids Next Door, Foster’s Home for Imaginary Friends, The Powerpuff Girls and Ed, Edd n Eddy. Characters will come together at Movement Ink to share with viewers at home fun ideas for healthy snacks and new twists on familiar games that kids could try at home, a park or at school.
Two 15-second teaser spots will introduce the on-air campaign. The first is an official ceremony on the site where Movement Ink will be constructed featuring the Mayor of Townsville and his assistant Sara Bellum of The Powerpuff Girls. The second will be a star-studded ribbon-cutting ceremony to welcome the various inhabitants of Cartoon Network’s on-air world to the newly completed Movement Ink facility.
Four PSAs will follow on-air and will be tagged with Movement Ink. This will serve as the official voice for healthy living on the broadcaster. Get Animated will air on a regular basis and new PSAs will be created to keep the programme as fresh and timely as possible.
Meanwhile Cartoon Network’s current cause-marketing programme Animate Your World will expand its continuing partnership with Boys and Girls Clubs of America (BGCA) to introduce nutritional and fitness elements into its computer animation program that young club members enjoy at more than 3,800 BGCA locations across the US. The CD Rom programme uses the latest in computer animation technology to give kids the tools to create their own animation while learning lessons about developing good character traits.
The programme will work in tandem with BGCA’s existing health and wellness initiative that empowers young people to make informed decisions about their physical, mental and social well being. This effort is endorsed by the US department of health and human services (HHS).
Cartoon Network executive VP and GM Jim Samples says, "Knowing that kids connect strongly with Cartoon Network’s characters, we integrated our most popular stars into an all-inclusive healthy lifestyles program that kids will relate to. It was important to us that these messages feel like they belong at Cartoon Network, where we strive always to remain fun, funny and fearless.
" That’s why we created a new permanent destination Movement Ink within our existing on-air environment, which will serve as a portal for key messages such as the importance of increasing time spent being active and making the right choices around nutrition".
