Super Bowl serves as a launch pad to counter childhood obesity

The triple combination of sedentary technology such as video games and the internet, reduced physical activity, and eating poor diets are just some of the contributing factors causing over one-third of American children to become either overweight or obese. If this trend continues, today's children may be the first generation with shorter life expectancies than their parents.

The situation is becoming so concerning that a unique collaboration which took root in 2007 just got a whole lot bigger at a February 4 announcement in Dallas, Texas, just days before the Super Bowl. The new partner throwing their support behind the battle includes:

• The U.S. Secretaries of Agriculture; Education; and Health and Human Services
• The former Surgeon General of the United States
• The Commissioner of the National Football League (NFL)
• The CEO of the National Dairy Council (NDC)
• The CEO of the newly formed Gen YOUth Foundation

These groups are partnering to expand on the initial efforts by NDC and NFL launched in 2007 with the "Fuel Up to Play 60" program. The customizable in-school program empowers youth in more than 70,000 schools to improve nutrition and physical activity at their school and for their own health. It encourages youth to consume nutrient-rich foods (including low-fat and fat-free dairy, fruits, vegetables, and whole grains) and achieve at least 60 minutes of physical activity every day.

The newly created Gen YOUth Foundation will give leaders in health, business, and government the opportunity to partner with communities to be part of a movement to reverse childhood obesity rates. One of the key programs will continue to be the "Fuel Up to Play 60" program. Alexis Glick, a former Fox Business executive and Today Show host, financial executive, and mother of three will help head up the Gen YOUth Foundation. The Foundation will be governed by a board of directors with a great deal of experience in the private and public sector including professionals from health, business, academic, sports, and culinary organizations.