At DISRUPTIVE, we’re big fans of brands that make bold statements by DOING as opposed to TALKING. Add Nickelodeon to the list, thanks to its Worldwide Day of Play initiative. We all know how serious the obesity epidemic is in the U.S. and the increasing sedentary lifestyle of our youth is a significant factor. At first, it seems a bit ironic that a television station would support “getting out and playing”, but Nickelodeon did just that, and in a statement-making way. Aside from all the organized events, activities, and free resources it offers around this movement, all of its stations suspend programming for part of the day and put up inspirational messages on screen. I can’t imagine that’s an easy decision for program directors, given the value of paid advertising.
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