Let's Move!

ahealthieramerica.org

Also: Let's Move! Active Schools

First Lady Michelle Obama's White House initiative (2010-2017) to end childhood obesity 'within a generation', built on five pillars from healthy food in schools to more physical activity. Its school arm, Let's Move! Active Schools (2013), asked schools to give children 60 minutes of physical activity a day, backed by Nike, Kaiser Permanente and the Partnership for a Healthier America.

Years: 2010–2017
Country: United States
Topic: Nutrition Physical activity
Asks people to: Start
Strategy: Celebrity Multi level community Simple instruction
Channel: Events School Website
Audience: Parents Youth
Children and their parents and caregivers; Active Schools aimed at K-12 schools.

Evidence

Self-reportedUnknown

No independent outcome evaluation of the initiative as a whole was found. Claims of reach (schools enrolled in Active Schools, children completing Presidential Active Lifestyle Awards) come from the initiative and its partners. Wikipedia, citing CDC data and press coverage, notes child obesity rates changed little between 2008 and 2015 apart from a fall among the youngest children; that trend cannot be attributed to the campaign.

Sponsor (who paid)

The White House, Office of the First Lady Federal government, creator
Partnership for a Healthier America NGO, partner; ran Let's Move! Active Schools with corporate funders
Nike, Inc. Industry, funder of Let's Move! Active Schools ($50 million over five years pledged 2013)

Credits (who made it)

Michelle Obama Individual, 2010-2017 source

Related campaigns

Sources

Let's Move! About (archived White House site) archive
Partnership for a Healthier America: NIKE, Inc. and Kaiser Permanente team up with PHA to end physical inactivity epidemic (28 February 2013) sponsor · 2013
Obama M. Let's Move! Raising a healthier generation of kids. Child Obes 2012;8(1):1 history · 2012 · DOI 10.1089/chi.2012.0800.obam · PMID 22799466
Batchelder A, Matusitz J. "Let's Move" campaign: applying the extended parallel process model. Soc Work Public Health 2014;29(5):462-72 reference · 2014 · DOI 10.1080/19371918.2013.865110 · PMID 25068611
Let's Move! (Wikipedia) reference

Research notes

Launch date 9 February 2010 and end January 2017 from Wikipedia (fetched), not a primary page; the archived White House 'about' page (fetched) confirms the goal and the five pillars but gives no date. Active Schools: the PHA page (fetched) confirms the 28 Feb 2013 launch, Nike's $50m pledge and the 60-minutes-a-day goal; school enrolment counts (14,300 in 2015, 17,000+ in 2016, 22,892 in a 2016 PHA spotlight) were seen only in search snippets and are left out. Batchelder 2014 author list and pages from PubMed summary only. Presidential Youth Fitness Program and Let's Move Salad Bars to Schools were linked initiatives; not given their own records. Reuse terms checked 2026-10-23 by an AI research pass for #47; not yet reviewed by a person.

Record cases/lets-move.json, updated 2026-10-23· Link to this campaign