Coca-Cola has launched the Live It! programme for US middle schools. This, says Coke, is a "new health and fitness initiative designed to help students build healthy lifestyles by encouraging physical activity as part of their daily lives and providing nutrition information in schools." Lance Armstrong is one of the healthy figureheads of the campaign.

Sugared-water maker uses Lance in healthy lifestyles campaign

Developed by Coke in collaboration with The President’s Challenge, a program of The President’s Council on Physical Fitness and Sports, the School Nutrition Association and the National Association for Sport & Physical Education, the new Live It! campaign features "inspirational figures", including Lance Armstrong, to promote healthy eating and physical activity.

The Live It! program is currently being tested and will be available to 6th graders in middle schools across the US in the autumn.

Schools will be given "Live It!" posters for the cafeteria and school, featuring inspirational figures endorsing

proper nutrition, physical activity and balanced lifestyles. Presumably there will be zero information on cutting out sugared drinks…

Students will receive activity cards that provide food tips for each day, helping them choose their meals andsnacks according to the new Dietary Guidelines.

"There are many factors at play in helping our young people build balanced lifestyles," said Don Knauss, president of Coca-Cola North America.

"Because of our long-time partnership with America’s schools, Coca-Cola wants to play a positive and effective role in helping to promote healthy, active lifestyles among students nationwide."

Ironic, huh?

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