Fox, Kaiser team on education program for kids

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Fox Networks Group has partnered with the Kaiser Family Foundation to launch a public education campaign designed to help young people deal with risk and responsibility by promoting smart choices and healthy lifestyles.

The multiplatform initiative--which will include broadcast, cable, and online components--is dubbed the Pause campaign because it encourages teens to "pause" when confronted with a difficult or risky decision, consider the best option, and reach out to get more information and help if they need it. Fox and Kaiser cited such issues as teen pregnancy and sexually transmitted diseases, alcohol and substance use, and online safety.

The campaign will debut with a first wave of PSAs in conjunction with the Teen Choice Awards, which is set to air Sunday on Fox. A second wave will be released early next year in conjunction with the new season of Fox's hit singing competition series American Idol.

In addition to the PSAs airing across FNG's broadcast and cable networks, the campaign will have an online component, making use of Fox's new-media platforms, including Fox.com and MySpace, as well as a dedicated Web site. Fox and Kaiser also are looking at in-show and ancillary tie-in opportunities--including DVD, mobile, and Internet--with youth-oriented programming, such as The O.C. and The War at Home. Health information briefings will be held with Fox producers and writers to help incorporate messages across the network's entertainment shows.

Fox Networks Group president and CEO Tony Vinciquerra and Fox entertainment president Peter Liguori noted that the campaign is an important one for the network's core viewing target.

The Kaiser Family Foundation, headed by president and CEO Drew Altman, is a nonprofit, private operating foundation dedicated to providing information and analysis on health care issues to policymakers, the media, the health care community, and the general public.

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