V-me & The National Theatre for Children team up to fight Childhood Obesity.

The National Theatre for Children (NTC) based in Minneapolis has entered into a unique agreement with V-me, one of the largest Spanish-language television networks, to present a powerful, multi-platform message of healthy eating and exercise to Hispanic kids and families. Using characters from the popular LazyTown television series that airs nationally in Spanish on V-me, NTC will tour a curriculum-based, bilingual live show – performed by professional actors – into elementary schools in major U.S. Hispanic markets, supported by a custom V-me media package.

Building on LazyTown’s empowering and entertaining message, NTC will perform a 25-minute, live in-school show that encourages healthy lifestyle choices. Key learning points from the in-school program will be reinforced with student workbooks, school posters, online activities and comprehensive teacher guides. The live show and materials will be delivered in bilingual packages (Spanish and English). Independent research shows that these materials go home with a student to reach the adults in that household 92% of the time, nearly 1.6 adults per child.

“V-me is extremely excited to collaborate in a venture that touches our mission to inform, engage and entertain on so many levels,” says Carmen DiRienzo, President and CEO of V-me Media Inc. “Research shows Latinos – especially Latino kids – to be among the highest at-risk groups for diabetes and weight-related disorders. With this partnership, we can bring LazyTown’s positive, fun message of nutrition and exercise directly to the kids and families who need it most – in the home, in the school, online and on the air.”

President and founder of NTC, Ward Eames, shares in DiRienzo’s excitement. “NTC’s mission – Teach. Entertain. Inspire. – aligns perfectly with V-me’s goal to entertain and educate Hispanic families. This partnership helps bring NTC’s proven concept to a new level of multi-media and multicultural engagement.”

Sponsors of the LazyTown in-school program will have presence within the live in-school performances, in the take-home curriculum materials, and in the V-me media package developed to support NTC’s touring show. “Parents
will see their kids getting the healthy eating and exercise message at school and then getting the same message from the LazyTown series on V-me,” says Eames. “That’s a powerful combination for companies and organizations who want to connect with the Hispanic community and deliver a social marketing message around nutrition and exercise,” adds DiRienzo.