BOYS & GIRLS CLUBS OF AMERICA, THE COCA-COLA COMPANY AND KRAFT FOODS LAUNCH $12 MILLION
YOUTH HEALTH & WELLNESS INITIATIVE
TRIPLE PLAY Offers a Game Plan for the Mind, Body & Soul
NEW YORK (April 28, 2004) – As the nation focuses on encouraging healthy lifestyles, Boys & Girls Clubs of America (BGCA), The Coca-Cola Company and Kraft Foods Inc. have announced a new initiative to empower young people to make informed decisions about their physical, mental and social well-being. The organizations today unveiled TRIPLE PLAY, an after-school health and wellness program that will be offered at Boys & Girls Clubs (BGC) beginning in January 2005. TRIPLE PLAY, supported by a combined five-year, $12 million commitment from The Coca-Cola Company and Kraft Foods, is the largest health and wellness endeavor ever undertaken by BGCA and the first youth-focused program of its kind developed in collaboration with the U.S. Department of Health & Human Services (HHS).
“America’s youth is experiencing an epidemic of obesity and related health and lifestyle issues,” said HHS Secretary Tommy G. Thompson, whose own initiative, Steps to a HealthierUS, is focused on helping Americans live longer, better, and healthier lives. “Significant and genuine commitments to fund and guide programs like TRIPLE PLAY from corporations such as The Coca-Cola Company and Kraft Foods are important reminders that it’s everyone’s responsibility to work toward becoming a healthier nation.”
“We need to work together to find ways to reduce the growing issues of childhood obesity in this nation,” Surgeon General Richard H. Carmona added. “We need to get kids off the couch and onto the playground. I want to congratulate The Coca-Cola Company, Kraft Foods, and Boys & Girls Clubs of America for taking this step toward a healthier U.S.”
Every Boys & Girls Club will be able to participate in TRIPLE PLAY’s diverse health and wellness program, which encompasses three components:
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Mind—Developing a knowledge base to acquire healthy habits, such as making smart food choices, understanding appropriate portion sizes, and creating fun and healthy meals.
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Body—Becoming more physically active through daily fitness and fun, including activities to get kids active and moving.
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Soul—Strengthening character and reinforcing positive behavior with social recreation activities designed to improve confidence and develop interpersonal skills.
“By addressing mind, body and soul, we’re taking an integrated approach to helping young people help themselves,” says Roxanne Spillett, president, BGCA. “Learning to eat right, keep fit, and behave respectfully creates a holistic approach to healthy living that will benefit youth throughout their lives.”
BGCA is forming an advisory council to provide input on curriculum. The council will include experts from diverse fields, including nutrition, physical fitness, medicine, and psychology. “We all care about the well being of our young people, and we all must do our part to help them develop healthy habits,” said Douglas N. Daft, chairman and chief executive officer, The Coca-Cola Company. “BGCA recognizes the complexity of the challenge, and this program addresses the many factors that ultimately shape everyday choices.”
TRIPLE PLAY will be evaluated on a number of measures, including the increase in the amount of time each day Boys & Girls Clubs members engage in physical activity, enhanced awareness of healthy habits related to nutrition, fitness, self-esteem, and improved ability to interact positively with peers. “We’ll monitor TRIPLE PLAY as it progresses,” added Betsy Holden, president, Global Marketing & Category Development, Kraft Foods. “This will enable us to make program improvements as we learn what motivates and excites the young people participating in the program.”
TRIPLE PLAY will be available to each of the 3,400 Boys & Girls Clubs in the U.S., Puerto Rico, and the Virgin Islands, plus domestic and international military installations. All of BGC’s 40,000 staff members will be eligible to begin program training in September 2004.
The Coca-Cola Company and Kraft Foods both have a long tradition of supporting many health and wellness innovative programs and independent partnerships. TRIPLE PLAY joins their respective healthy living portfolios, which includes programs such as The Coca-Cola Company’s “Step With It!” program and the Kraft Community Nutrition Program.
ABOUT THE COCA-COLA COMPANY
The Coca-Cola Company is the world's largest beverage company. Along with Coca-Cola, recognized as the world's best-known brand, the Company markets four of the world's top five soft drink brands, including diet Coke, Fanta and Sprite, and a wide range of other beverages, including diet and light soft drinks, waters, juices and juice drinks, teas, coffees and sports drinks. Through the world's largest distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate exceeding 1 billion servings each day. For more information, visit www.coca-cola.com.
ABOUT KRAFT FOODS
Kraft Foods, Inc. (NYSE: KFT), markets many of the world’s leading food brands, including Kraft cheese, Maxwell House and Jacobs coffees, Nabisco cookies and crackers, Philadelphia cream cheese, Oscar Mayer meats, Boca Burger, Balance Bar, and Post cereals, in more than 150 countries. Kraft Foods ongoing commitment to health and wellness includes the creation of its Worldwide Health & Wellness Advisory Council (www.kraft.com/obesity). Kraft Foods makes available extensive healthy lifestyle information and recipes on kraftfoods.com and other company Web sites, booklets and brochures.
ABOUT BOYS & GIRLS CLUBS OF AMERICA
Boys & Girls Clubs of America (www.bgca.org) comprises a national network of
some 3,400 neighborhood-based facilities annually serving more than four million young people, primarily from disadvantaged circumstances. Known as "The Positive Place for Kids," the Clubs provide guidance-oriented character development programs on a daily basis for children 6-18 years old, conducted by a full-time professional staff. Key Boys & Girls Club programs emphasize character and leadership development, education and career development, health and life skills, the arts, sports, fitness and recreation.
ABOUT THE DEPARTMENT OF HEALTH AND HUMAN SERVICES
The Department of Health and Human Services (HHS) is the United States government's principal agency for protecting the health of all Americans and providing essential human services, especially for those who are least able to help themselves. Programmatic assistance for Triple Play reflects Secretary Thompson’s commitment to promote healthier lifestyles.
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