Goals
Increase the level of awareness for and provide a measurable call-to-action for prevention of youth obesity through activity and sports. 

Rationale
As more things compete for a young person's interest, sports and activity have fallen by the wayside.  Youth obesity is now at epidemic proportions with no signs of slowing.  However, it is highly preventable and the impact on long-term health issues is well documented.

Concept
Launch Powered by You as a multi-media campaign that motivates youth to just Powered by You already!  Belo Seattle will also host a website that organizes easy-to-find information on events, ways to get active, contests for making small moves and more! 

This year-round campaign will launch in January 2008.  Powered by You will use the resources of Belo Marketing Group to create :30-second and :60-second public service messages fronted by Paul Silvi focusing on small steps young people can make to get active.

Long-term objectives include a primetime television special on prevention, parent / school action kits, and online activity tools to continue engaging families in the prevention message.

Partners
In partnership with the Pacific Northwest's largest media voice, (Belo Marketing Group: KING 5, KONG 6/16, NWCN and KING5.com) Powered by You will reach people throughout the state of Washington and into the NW.  Rich content will be provided by our partners such as the Seattle Sports Commission's Powered by You and Seattle Seahawks' What Moves U.  Underwriting for the important prevention messages will be provided by key stakeholders from health, business, and related industries.

Accountability
Quarterly campaign summaries will include benchmark achievement of website traffic, activation of relevant contests and tools, and overall awareness of current messaging.  Belo Marketing Group will provide initial pre-campaign and on-going annual survey research conducted by third-party, Survey USA to quantifiably gauge recall for Powered by You messaging and website.