Looking to inspire kids to become more active, Cartoon Network Feb. 21 will launch a national healthy-lifestyles initiative targeting the 6-14 set.
“Get Animated” is a comprehensive on-air, online, print and off-channel campaign that will also assume tour form this spring, network officials said at the service’s upfront advertising presentation for the press in New York Wednesday.
The branded program will tap the network’s roster of original cartoon characters and distinctive 3-D on-air environment, called “Movement INK,” to communicate positive lifestyle messages through multiple public-service announcements to air in Cartoon’s morning, afternoon and primetime dayparts.
Executive vice president and general manager Jim Samples said teaser spots for the campaign are out now, but the PSAs will break in full force Feb. 28.
He added that the spots -- including one featuring an energy-sapped, couch-laden Superman sporting a big belly, who is unable to provide needed assistance outside -- will direct viewers to a Web site (www.getanimated.com) where they will see content and messages communicating the importance of being active.
In partnership with Turner Network Sales and local cable affiliates, Get Animated will begin traveling to 30 markets in May. Transported in a customizable mobile unit, the tour will enable kids to engage in physical activities while interacting with network characters.