Play 60

Play 60. It is a youth health and fitness campaign launched by the National Football League in 2007. The initiative is designed to encourage children to be physically active for at least 60 minutes each day. It addresses growing concerns about childhood obesity and sedentary lifestyles through school and community-based programs, often featuring appearances by NFL players and alumni.

Overview

The central mission of the campaign is to combat the rising rates of childhood obesity in the United States by promoting daily physical activity. It aligns with guidelines from the Centers for Disease Control and Prevention and the U.S. Department of Health and Human Services. The program utilizes the popularity of the National Football League and its athletes to inspire participation. Resources are distributed to elementary schools and middle schools across the country, often integrated into physical education curricula.

History and development

The initiative was officially launched in October 2007, building upon the NFL's earlier community health efforts like NFL FLAG football. Its creation was a direct response to a 2005 report by the Institute of Medicine on preventing childhood obesity. Key figures in its development included then-NFL Commissioner Roger Goodell and the league's Charitable Foundation. The program expanded significantly following a major partnership with the American Heart Association in 2011, which added scientific and educational credibility to its messaging.

Program components and implementation

Core activities include the NFL PLAY 60 Challenge, a classroom-based curriculum that tracks physical activity, and the NFL PLAY 60 FitnessGram partnership, which helps schools assess student fitness. The NFL PLAY 60 All-Star Team annually recognizes youth who demonstrate exceptional commitment to health. Implementation often involves installing NFL PLAY 60 Zones, which are fitness circuits, in schools and Boys & Girls Clubs of America locations. Digital engagement is facilitated through online games on the NFL Rush platform and campaigns during major events like the Super Bowl and the NFL Draft.

Impact and reception

Studies conducted in partnership with the University of Texas and the Florida State University have shown positive impacts on attitudes toward exercise and knowledge of healthy living among participants. The program has reached millions of children in thousands of schools, earning recognition from the President's Council on Sports, Fitness & Nutrition. It has received praise from organizations like the National Association for Sport and Physical Education for raising awareness. However, some public health experts have critiqued it for its association with a league that also promotes commercial partnerships with the food and beverage industry.

Partnerships and sponsors

A cornerstone partnership is with the American Heart Association, with which the NFL co-presents the NFL PLAY 60 Super Bowl Experience. Major corporate partners have included Danone (specifically its Dannon brand), Quaker Oats, and Kraft Heinz. The league's long-standing collaboration with USA Football helps promote safe physical activity. Equipment and grants are often provided through partners like Gatorade and Wilson Sporting Goods. These collaborations are frequently highlighted during broadcasts on NFL Network and through league events.