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CN and NBA join forces to promote recess

Cartoon Network is looking for a slam dunk in its new partnership with NBA Cares. The net and the professional sports org are attempting to enlist one million volunteer hours to help rescue recess in the US. The initiative comes on the heels of a report from the Robert Wood Johnson Foundation that found although recess is the single-best way to help kids stay more physically active, the occurrence of the school-time play break is declining in schools located in low-income areas.
September 25, 2007

Cartoon Network is looking for a slam dunk in its new partnership with NBA Cares. The net and the professional sports org are attempting to enlist one million volunteer hours to help rescue recess in the US. The initiative comes on the heels of a report from the Robert Wood Johnson Foundation that found although recess is the single-best way to help kids stay more physically active, the occurrence of the school-time play break is declining in schools located in low-income areas.

The report further discovered that only 36% of kids get enough physical activity a day, and that daily recess makes up nearly half of the time available to promote physical activity among kids during the school year.

The focus of this year’s Rescuing Recess campaign is a drive to raise one million volunteer hours to support recess and physical activity. Top volunteer-recruiting schools from each state can earn US$2,500 to put towards their schools’ physical activity programs and healthy lifestyle initiatives, as well as a US$250 gift certificate for merchandise from retailer Sportime. The top school of the group will receive a single US$25,000 cash grant. The winner will be announced in June ’08.

NBA star Dwayne Wade is starring in CN’s on-air promotional campaign to help get the word out.

About The Author
Gary Rusak is a freelance writer based in Toronto. He has covered the kids entertainment industry for the last decade with a special interest in licensing, retail and consumer products. You can reach him at garyrusak@gmail.com

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