Nickelodeon Expands Partnership With Boys & Girls Clubs of America for Let's Just Play Campaign

Nickelodeon Expands Partnership With Boys & Girls Clubs of America for Let's Just Play Campaign

More Than 50,000 Kids From Almost 350 Boys & Girls Clubs in All 50 States to Participate in Network's Worldwide Day of Play

New Boys & Girls Clubs of America PSA to Debut on Nickelodeon This Month

NEW YORK, Sept. 12 /PRNewswire/ -- Nickelodeon today announced an expanded partnership with Boys & Girls Clubs of America (BGCA), making it a signature partner for the "Let's Just Play" campaign. Through this partnership, BGCA will play an integral role in Nickelodeon's ongoing efforts to encourage kids to participate in healthy active play. The network's award-winning "Let's Just Play" campaign encourages health and wellness, and activity among kids and families.

"The 'Let's Just Play' partnership with Boys & Girls Clubs of America is a natural extension of Nickelodeon's commitment to provide resources and tools for kids to help them make healthy lifestyle choices," said Jean Margaret Smith, senior vice president, Public Affairs, Nickelodeon. "Boys & Girls Clubs of America have been instrumental in our 'Let's Just Play' campaign over the past four years, and we look forward to continued success with them on- board and this expanded relationship."

"We at Boys & Girls Clubs of America are thrilled to expand our relationship with Nickelodeon Networks," commented Romero Brown, senior director, Teen Services for Boys & Girls Clubs of America. "Our shared commitment to the health and well-being of children makes this partnership a natural one."

On Sept. 30, more than 355 Boys & Girls Clubs across the country and around the world will celebrate Nickelodeon's third annual Worldwide Day of Play, an event in which the network will go dark from 12 noon to 3 p.m. in order to encourage kids to get up, go out and play. Clubs in the 50 US states, Italy, Portugal, Guam, Turkey, Cuba, Italy, South Korea, Japan, Germany and the United Kingdom, will host "Let's Just Play" themed events, where an estimated 50,000 kids will take part in activities aimed at educating kids about healthier lifestyles.

Part of BGCA efforts for "Let's Just Play" also include a registration drive to encourage kids to participate in this year's Let's Just Play Go Healthy Challenge, a campaign developed by Nickelodeon and The Alliance for a Healthier Generation - a joint partnership between the American Heart Association and the William J. Clinton Foundation. BGCA will reach out to kids through the Keystone Internet Community, YouthNet, www.bgca.net and with blast emails. Several Boys & Girls Clubs have been featured in the on-air installments of this year's Let's Just Play Go Healthy Challenge, and executive Romero Brown serves on the Go Healthy Challenge Advisory Board.

Nickelodeon has produced a new public service announcement (PSA) that encourages kids to visit their local Boys & Girls Club and enroll in its programs and services that promote and enhance the development of boys and girls. The PSA will begin to air on Nickelodeon Sept. 13 and on TurboNick, the network's broadband video site on Nick.com. Nickelodeon has participated in BGCA Keystone conferences, and features the organization on its Let's Just Play website as well as in Nickelodeon Magazine.

Through encouraging kids to participate in past Worldwide Day of Play events, to participating in the "Let's Just Play Giveaway," to promoting Let's Just Play through BGCA infrastructure to reach kids, parents, local boards and professionals, BGCA and Nickelodeon have partnered in the past on numerous activities and projects related to active play. On a grassroots level, BGCA and Nickelodeon have held more than 3,000 events for the "Let's Just Play" campaign in local clubs, and in 2005 alone, encouraged approximately 40,000 kids to participate in Boys & Girls Club events for Worldwide Day of Play.

About Boys & Girls Clubs of America

Boys & Girls Clubs of America (http://www.bgca.org/) comprises a national network of more than 3,900 neighborhood-based facilities annually serving some 4.6 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 Clubs programs emphasize character and leadership development, education and career development, health and life skills, the arts, sports, fitness and recreation.

About Nickelodeon

Nickelodeon is currently in its fourth year of its award-winning pro- social initiative, "Let's Just Play." In November 2005, "Let's Just Play" entered into a partnership with The Alliance for a Healthier Generation to combat the spread of childhood obesity. The three organizations combined forces on a comprehensive media and public awareness campaign, encouraging young people to engage in healthy and active lifestyles. Nickelodeon is using its multimedia platforms and the "Let's Just Play" campaign, working with the Boys and Girls Clubs of America and other partners, to reach millions of young people across the country and spread the message of the Healthier Generation movement.

Nickelodeon has committed more than $30 million and 10% of its air to health and wellness messaging. Over the past 2 years, Nickelodeon has also awarded approximately $2 million in grants and through its "Let's Just Play Giveaway" to schools and after-school programs to help provide resources that will create and expand opportunities for physical play. For more information on Nickelodeon, visit www.Nick.com, www.Nickjr.com or www.teachers.nick.com.

Nickelodeon, now in its 27th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books, magazines and feature films. Nickelodeon's U.S. television network is seen in more than 90 million households and has been the number- one-rated basic cable network for eleven consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NYSE:VIA)(NYSE:and)(NYSE:VIA.B).

Source: Nickelodeon

CONTACT: Joanna Roses, +1-212-846-7326, or Thamar Romero,
+1-212-846-7491, both of Nickelodeon; or Romero Brown of Boys & Girls Clubs of
America, +1-404-487-5751

Web site: http://www.nick.com/
http://www.bgca.org/
http://www.nickjr.com/
http://www.teachers.nick.com/

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