Michelle Obama takes on obesity battle

Michelle Obama

Michelle Obama, the American First Lady, is set to throw herself into the spotlight by announcing a sweeping initiative aimed at the way American children eat and play. The 'Let's Move' campaign is aimed at reshaping school lunches, playgrounds and medical checkups with the explicit aim of eliminating childhood obesity within a generation.

The campaign has been nearly a year in development and marks Mrs. Obama's first high-profile policy role. In preparation she has already lined up an array of partners in government, medicine, science, business, education and athletics who are pledging to work together to get children off their couches and consuming fresher, healthier food.

The three major suppliers of school lunches - Sodexo, Chartwells Schools Dining Services and Aramark have pledged to reduce the amount of fat, sugar and salt in their meals over the next five years. While beverage makers have promised more consumer-friendly labeling on all cans, bottles, and vending and fountain machines within two years.

The American Academy of Pediatrics have also called on doctors to measure body mass index, an indicator of obesity, in children.

To help promote the campaign, professional athletes from 12 leagues, including football and baseball, have volunteered to promote the message of "60 Minutes of Play a Day" through public service announcements; media companies including the Walt Disney Company and NBC have pledged to broadcast them, The New York Times reports.

"We know that solving our obesity challenge won't be easy and it won't be quick, but make no mistake about it - this problem can be solved," Mrs. Obama said. "This isn't like putting a man on the moon or inventing the internet. It doesn't take a stroke of genius or a feat of technology. We have everything we need right now to help our kids lead healthy lives.

"The truth is, our kids didn't do this to themselves," Mrs. Obama added. "Our kids didn't choose to make food products with tons of fat and sugar and supersize portions, and then to have those foods marketed to them wherever they turn."

Rising rates

Childhood obesity rates in the US have tripled over the past three decades, and today nearly one in three children in America are overweight or obese. Health experts blame obesity for a variety of medical conditions, among them heart disease, high blood pressure, diabetes, cancer and asthma.

In actual fact, obesity-related diseases cost the healthcare system $150 billion a year.

Rising rates mean that for the first time in the America history, American children may face a shorter expected lifespan than their parents.

The White House and its allies are also making the case that the obesity epidemic affects national security; obesity is now one of the most common reasons for disqualification for military service.

Among other research, Mrs. Obama was heavily influenced by a study carried out several years ago in Somerville, in which a series of numerous but small changes - for instance, repainting crosswalks with reflective paint so more children could safely walk to school - resulted in slowing the rate of childhood obesity.

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