Secretary Sebelius, President's Council Co-Chairs Drew Brees and Dominique Dawes Join ESA CEO to Launch Active Play PALA+ Challenge

WASHINGTON, April 30, 2012 /PRNewswire-USNewswire/ -- U.S. Department of Health and Human Services Secretary Kathleen Sebelius, the President's Council on Fitness, Sports & Nutrition (PCFSN), the Entertainment Software Association (ESA), and leaders from the U.S. video game industry today launched the Active Play Presidential Active Lifestyle Award (PALA+) Challenge to highlight active video games as one way to help Americans lead more active lives.  An Active Gaming Showcase featuring ESA member companies was held today at the Walker-Jones Education Campus in Washington.

"The President's Council and ESA recognize the need to embrace technology in the fight against childhood obesity," said Drew Brees, PCFSN co-chair and NFL Quarterback.  "Through the Active Play PALA+ Challenge, we are motivating kids and families to adopt a healthy lifestyle by using active video games to achieve PALA+."

Through this innovative partnership, gamers can earn PALA+ by logging their active video gaming activity online. The physical activity requirements for PALA+ are: 60 minutes/day for kids, 30 minutes/day for adults, five days a week for six out of eight weeks.  The nutrition component requires participants to add a weekly healthy eating goal and build upon those goals throughout the same six-week period. 

The Active Gaming Showcase highlighted how active video games can be used to earn PALA+.  Following brief remarks, Secretary Sebelius and Dawes invited DC Public School students and President's Council members, Billie Jean King, Michelle Kwan, Dr. Ian Smith, Allyson Felix, Donna Richardson Joyner, Cornell McClellan, Dr. Stephen McDonough and Dr. Jayne Greenberg, to participate in the showcase.

To help participants stay motivated and track their progress in the program, ESA member companies, including Electronic Arts, Konami Digital Entertainment, Microsoft Corporation, Nintendo of America, Sony Computer Entertainment America, Take-Two Interactive Software/2K Play, and Ubisoft, will incorporate PALA+ promotional features into some of their most popular active video games. Those features will include:

• Interactive tools to help kids and families monitor the progress of their physical activity and healthy eating goals;
• Tracking tools to help participants in different schools and communities engage in competition; and,
• Helpful tips and information on healthy living from PCFSN.

"Active and fitness games are one of the most exciting and fastest growing segments of our industry and millions of kids and families have enthusiastically embraced them as a way to get fit and stay healthy," said Michael D. Gallagher, president and CEO of ESA, the trade association that represents U.S. computer and video game publishers. "We are proud to work with the President's Council on Fitness, Sports and Nutrition on this innovative initiative and encourage all Americans to embrace active games as part of a healthy lifestyle."

About PALA+
The Presidential Active Lifestyle Award (PALA+) helps Americans of all ages and abilities increase their physical activity and improve their eating habits through research-based information, easy-to-use tools, and presidential recognition. Learn more about PALA+ and the Active Play PALA+ Challenge at: https://www.presidentschallenge.org/ActivePlayPALAChallenge/.

About the President's Council on Fitness, Sports & Nutrition
The President's Council on Fitness, Sports & Nutrition (PCFSN) educates, engages and empowers all Americans to adopt a healthy lifestyle that includes regular physical activity and good nutrition. PCFSN is a committee of volunteer citizens who advise the President through the Secretary of Health and Human Services. Through its partnerships with the public, private, and nonprofit sectors, PCFSN promotes programs and initiatives that motivate people of all ages, backgrounds, and abilities to lead active, healthy lifestyles.  For more information about the Council, visit http://www.fitness.gov.

About the Entertainment Software Association
The ESA offers services to interactive entertainment software publishers including conducting business and consumer research, providing legal and policy analysis and advocacy on First Amendment, intellectual property and technology/e-commerce issues, managing a global anti-piracy program, owning and operating E3, and representing video game industry interests in federal and state government relations. For more information, please visit http://www.theESA.com.

SOURCE President’s Council on Fitness, Sports & Nutrition (PCFSN); Entertainment Software Association