Disney Launched their Magic of healthy living campaign last year in September. The main message of the campaign is to adopt a healthy lifestyle by eating healthy food staying active physically. The target audience is children who are the prime audience for Disney channel.
The ads for the campaign use the technique of association with famous Disney stars including Nick Jonas from Jonas brothers and Brenda Son. Also, First lady Michelle Obama appears in many of their ads promoting healthy eating either by showing whats a right portion size and similar issues regarding healthy eating. Also, they have two websites, one for children and one for parents, which have a lot of games and other fun stuff so that children can engage in activities promoting healthy living. Here are some of the videos for the campaign:
I think the use of Disney stars in the ads is effective because the fans of these stars would associate healthy living with those celebrities and start thinking about eating healthy. Also, having Michelle Obama in the ads is good to show the importance of the issue at hand but I think that the people who watch Disney Channel do not really care if the first lady is promoting something but that is just my opinion. :)
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