WASHINGTON, Feb. 1 (UPI) -- Shrek and Donkey are urging children to "get up and play" in public service ads as part of a U.S. government-Hollywood effort addressing childhood obesity.
In Washington, the Department of Health and Human Services, the Ad Council and DreamWorks Animation SKG launched the new ads Thursday, part of the government's "Small Step" childhood obesity prevention campaign that encourages children and families to lead healthy lifestyles.
The "Be a Player: Get up and play an hour a day" campaign urges children to engage in physical activity, the Ad Council said. "We are pleased to collaborate with DreamWorks Animation SKG to address childhood obesity and possibly thwart the onset of chronic disease," HHS Secretary Mike Leavitt said.
The percentage of young people who are overweight has more than tripled since 1980, the national Centers for Disease Control said. More than 10 million U.S. school age children are considered overweight.
"We can think of nothing more important than the well-being of our children," said DreamWorks chairman Roger Enrico. "It's a delight for us to be able to share Shrek, Donkey and other great movie characters to help encourage kids to play and be active."