The Kids Fitness Challenge Foundation program is a comprehensive national vision to reverse the rising rates of childhood obesity through Physical Activity, Nutrition, and Positive Mental Health initiatives, including the development and implementation of policies and programs that promote regular physical activity and nutrition education in schools.

"Start Your Engines" is a program, in partnership with California Speedway, NASCAR, Sodexho, and others designed to motivate kids to eat breakfast. Whether school or retail based, make sure you and your family are Starting Your Engine each day with a healthy, nutritious breakfast. Be at your optimal.

A Few Facts:

1. Children who eat breakfast perform better on standardized achievement tests and have fewer behavior problems in school. Tufts University, in published statement on the link between nutrition and cognitive development in children, recognized that "Children who participated in the School Breakfast Program were shown to have significantly higher standardized achievement test scores than eligible non-participants."

2. Eating breakfast has an advantageous effect on late-morning mood, satiety and cognitive performance. "Eating breakfast of any kind prevent(s) many of the adverse effects of fasting," such as irritability and fatigue, according to Bonnie Spring, Ph.D., University of Health Sciences/Chicago Medical School.

3. Eating breakfast keeps you thin. Researchers from the National Weight Control Registry, a database of more than 3,000 people who have lost at least 60 pounds and kept it off for an average of 6 years, found that eating breakfast every day was a weight control strategy for 78% of the people in the registry. People who kept off weight long-term also reported eating a low-fat diet and exercising for an hour or more each day.

The Foundation's effort will center on the "Breakfast in the Classroom" concept, school provided breakfast, and retail opportunities, adding a fun twist for Elementary schools. This concept has proven to work and has shown positive results in increasing the number of students who participate and eat breakfast.

The Breakfast in the Classroom program will feature specially designated wagons and other fun concepts that will deliver the meals to each classroom. Each participating school will keep track of the participation levels of each classroom or grade on a track at the school. (See diagrams below) This track will feature nutrition tips and information in the infield. Each class or grade will move their car around the track based on the level of participation in their classroom. The more participation on a daily basis the faster/more their car moves. Challenge could be run by individual class or by grade. Track could be made as a replica of a nearby track, i.e. California Speedway.

Track could also be made into home version, where each family member would have a car on the track.

The class that has gone the farthest at the end of a designated period of time would win. Incentives could be NASCAR/Team merchandise, visit by driver, special recognition at an event, etc.

The rollout of the program would begin in Sodexho schools nationwide and San Bernardino County with partnerships with participating school districts, the United Way, California Speedway, NASCAR, and Graphics Fusion. San Bernardino County has among the lowest participation rates for free or reduced priced meal service in the state of California. Many of the potential participating school have 75% + eligibility.

On a national basis, Foundation partner Sodexho is able to provide an access platform to the thousands of schools that they service with unique marketing and branding opportunities. This would provide a valuable sponsorship opportunity for breakfast specific brands. Sodexho would be a co-marketing partner in this opportunity.

START YOUR ENGINES!

Sample promotion timetable
April: National Press Opportunities.
September: Press Conference with Speedway, NASCAR, driver(s), City/County/School officials Start Your Engines car in Sept. California Speedway event.
September: Program begins.
February: 2008 Honor top participating schools, classes, etc. with Driver visit prior to California Speedway event.

This program can be combined with existing FCF programs California Speedway 500 and FitnessGram Challenge.

Program can be replicated in strategic markets across county.



Sample "Start Your Engines" School Track