California Governor's Council on Physical Fitness and Sports Public Service Announcement 'Endorphins Baby' Makes Debut

California Governor's Council on Physical Fitness and Sports Public Service Announcement 'Endorphins Baby' Makes Debut

30-Second PSA to air throughout California by Time Warner, Comcast and Cox Communications from April - June 2006

SANTA MONICA, Calif., April 12 /PRNewswire/ -- In the last 20 years, lack of physical activity has been a major contributor to the growing rates of childhood obesity, and in the state of California alone, only 40 percent of the state's teens meet minimum daily targets for physical activity. These staggering numbers have prompted the Governor's Council on Physical Fitness and Sports to take a bold approach to promote the benefits of physical activity to children and youth with 'Endorphins Baby,' a 30-second public service announcement premiering on Time Warner, Comcast and Cox Communications cable systems throughout California this week.

The results of a creative collaboration between Jake "Body by Jake" Steinfeld, chairman of the Governor's Council on Physical Fitness and Sports, Hollywood director and producer Jay Silverman, and creative director Howie Cohen, Endorphins Baby introduces children and youth to the secret high found in endorphins -- the all natural high that comes from sports and physical activity.

"This is the high, we highly recommend," said Steinfeld, recalling a line from the PSA. "I believe that fitness should be fun as well as effective; regular physical activity helps you look and feel great, build confidence and perform better overall, in every aspect of life. I can't tell you how proud I am about this first public service announcement from the Council and the message parents and children will take away," added Steinfeld. "We're also pleased to have the support of the Blue Cross of California Foundation as a partner in our efforts to reach out to the children and youth of the state, and together promote a healthier lifestyle for future generations."

"We recognize the important role and effort the Governor's Council on Physical Fitness and Sports is making, not only among the children in our state but in the communities where we live, to encourage everyone to take action and live a healthier lifestyle," said Dave Helwig, president and CEO of Blue Cross of California. "We applaud and support their efforts and also want to encourage children and youth to get active and reap the benefits of a healthy lifestyle."

"This is a very exciting project and we're pleased to have the commitment of Time Warner, Comcast and Cox Communications to ensure this important message is seen and heard throughout the state," said Steinfeld. "I'm confident we are going to motivate kids and teens to get active and experience the thrill of physical activity."

Governor's Council on Physical Fitness and Sports

A non-profit, non-partisan organization dedicated to promoting physical activity for all Californians especially children and youth. The Governor is the Honorary Chair and Council members include California sports legends Jerry Rice, Tony Hawk, Michelle Kwan, July Foudy and John Wooden. For more information visit http://www.calgovcouncil.org/

About Blue Cross of California Foundation

Blue Cross of California and its Foundation are independent licensees of the Blue Cross Association. Blue Cross of California Foundation focuses on initiatives that make health care more accessible and affordable, improve quality of care, shape the development of health-related public policy and help identify best practices in medicine. The Foundation invests in social programs and partners with non-profit public charities whose objectives closely align with Blue Cross of California's health care priorities. Blue Cross of California Foundation was formed by Blue Cross of California, a health benefits company that has been serving the health care needs of Californians since 1937.

Source: Blue Cross of California Foundation

CONTACT: Governor's Council on Fitness and Sports Contact: Kenny Rogers,
+1-310-689-0850, kenny@calgovcouncil.org ; Blue Cross of California Contacts:
Leslie Porras, +1-805-557-6745, leslie.porras@wellpoint.com , or Joe Camero,
+1-805-557-6798, joe.camero@wellpoint.com

Web site: http://www.calgovcouncil.org/

-------
Profile: intent