NOGGIN Promotes Bike Safety Education Through a National Partnership With St. Jude Children's Research Hospital(R) and Supports Nationwide Trike-A-Thon Program Beginning Monday, August 13

NOGGIN Promotes Bike Safety Education Through a National Partnership With St. Jude Children's Research Hospital(R) and Supports Nationwide Trike-A-Thon Program Beginning Monday, August 13

*DID YOU KNOW THAT ACCIDENTS INVOLVING BIKES, MOTOR VEHICLES AND CHILDREN CAUSE AN ESTIMATED 800 FATALITIES AND 45,000 INJURIES EACH YEAR?

NEW YORK, Aug. 8 /PRNewswire/ -- NOGGIN, the commercial-free educational preschool network from Nickelodeon, has teamed up with St. Jude Children's Research Hospital, the world's premier center for the research and treatment of pediatric cancer and other catastrophic childhood diseases, to help promote bike safety education and the hospital's national Trike-A-Thon program, established more than 20 years ago. Beginning Monday, August 13, NOGGIN and St. Jude will commence an ongoing on-air and online partnership to raise awareness for bicycle and tricycle safety and to help encourage families to participate in one of the 14,000 local Trike-A-Thon events around the country.

The St. Jude Trike-A-Thon is a special program developed for early childhood educators and childcare centers to teach children riding safety tips while helping to continue St. Jude's mission of finding cures and saving children with cancer and other catastrophic childhood diseases. Each Trike-A- Thon event is a week-long activity involving young children, their parents and teachers, which introduces key concepts of riding safety, and concludes with a fun-filled event where the participants bring their riding toys from home and show off the skills they have learned.

"Bike safety is a critical issue that affects preschoolers, so it's an issue that is crucial to NOGGIN," said Brown Johnson, Executive Vice President, Executive Creative Director, Nickelodeon Preschool and General Manager, NOGGIN. "We are proud to be partnering with St. Jude, whose widespread Trike-A-Thon events expose thousands upon thousands of kids and their families to proper riding safety habits. Biking is also fun for everyone so this important initiative combines education and a great activity in the true tradition of Nick Preschool."

"We are honored to have NOGGIN on board this year to help with our Trike- A-Thon fundraising program," said John P. Moses, CEO of ALSAC, the fundraising organization of St. Jude. "The commitment of this wonderful children's network to show our on-air PSAs truly demonstrates its deep dedication to the life-saving mission of St. Jude, and we are so very grateful. It is our hope that these PSAs will not only increase riding safety for children, but also help teach children the great difference they can make in the lives of others through volunteering."

In support of the initiative, NOGGIN will help solicit participants for the St. Jude Trike-A-Thon events through a series of four PSAs that will debut on-air and on the network's award-winning website, www.noggin.com.

Beginning Monday, August 13 through Sunday, September 30, the spots will air on NOGGIN 2-3 times each day, and will feature a "Trike-A-Thon Quiz" for preschoolers. The quizzes teach key bike safety tips, including always wear a helmet, never ride in the street, be careful around driveways, and always watch where you are going. Each spot will also feature clips from a new bike safety song and video, "Different Spokes for Different Folks" written and performed by kids' group Hot Peas 'N Butter who are also featured on NOGGIN's hit music series Jack's Big Music Show. NOGGIN will air the PSAs again in regular rotation from December 2007 through January 2008.

Also beginning August 13, St. Jude's website, www.st.jude.org/trike and noggin.com will stream the full music video from Hot Peas 'N Butter, with additional behind-the-scenes footage interviews with Nickelodeon Preschool's Brown Johnson, and Daniel Lapidus and Francisco Cotto from Hot Peas 'N Butter. They address the importance of bike safety and the St. Jude Trike-A-Thon program.

Beginning August 13 through May 2008, NOGGIN's Gold Star Club will present each Trike-A-Thon preschooler with a customizable bike safety workbook and certificate for successful completion of the Trike-A-Thon program. In addition, NOGGIN will thank participating groups for promoting bike safety and hosting a St. Jude Trike-A-Thon by naming all qualifying schools and centers both on-air and online during Summer 2008.

St. Jude Children's Research Hospital is internationally recognized for its pioneering work in finding cures and saving children with cancer and other catastrophic diseases. Founded by the late entertainer Danny Thomas and based in Memphis, Tenn., St. Jude freely shares its discoveries with scientific and medical communities around the world. No family ever pays for treatments not covered by insurance, and families without insurance are never asked to pay. St Jude is financially supported by ALSAC, its fundraising organization. For more information, please visit www.stjude.org.

NOGGIN, the commercial-free, educational preschool network from Nickelodeon, currently reaches 57 million households via cable, digital cable and satellite TV. NOGGIN, which airs from 6:00 a.m. to 6:00 p.m. (ET), is like preschool on tv, with educational programming both on-air and online at www.noggin.com.

NOGGIN and all related titles, characters and logos are trademarks of Viacom International Inc.

*Source: NHTSA's National Center for Statistics and Analysis 2005

Source: NOGGIN; St. Jude Children's Research Hospital

CONTACT: Sharyn Traub, +1-212-846-6381, Sharyn.traub@nick.com, or
Heather Brown, +1-212-846-6240, Heather.brown@nick.com, both of Nickelodeon;
or Misty Craft of St. Jude Children's Research Hospital, +1-901-578-2345,
Misty.Craft@stjude.org

Web site:

http://www.stjude.org/
http://www.noggin.com/
http://www.nick.com/
http://www.st.jude.org/trike

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