Learn more about the organizations represented on the new Earn Your Stripes Advisory Panel: Little League Girls on the Run Pop Warner National Football League National Fatherhood Initiative MommyDocs SCAN

Gathered for the first-ever Earn Your Stripes Advisory Panel meeting are, from left, (top row) Aimee Tysarczyk, Bonnie Williams and Sarah Fromson of Ketchum; Katie Miller of Leo Burnett; Molly Barker of Girls on the Run; Shane Coker and AnneMarie Suarez-Davis of Kellogg; (bottom row) Peter Fleischer of Ketchum; Jud Rogers of Little League Baseball; Leslie Schrader of Ketchum; Mary FitzGerald of Pop Warner; and Jamie Freishtat and Rachel Schreiber of MommyDocs.

This first-ever gathering of the Earn Your Stripes Advisory Panel took place in Washington, D.C., at Nationals Park, home of Major League Baseball's Washington Nationals franchise. Also in attendance were representatives from the National Football League, National Fatherhood Initiative, MommyDocs and SCAN (Sports, Cardiovascular and Wellness Nutritionists), as well as our advertising and public relations partners from Leo Burnett Worldwide and Ketchum Inc.

Together, the panel discussed health and fitness issues facing parents and children today and brainstormed new ways to engage them in Earn Your Stripes during the coming year.

Launched in 2004, the ongoing campaign seeks to help parents raise healthy children by encouraging youth – primarily kids ages 8-12 – to get physically fit by eating right and staying active. Tips and tools offered through the program help boost kids' confidence and motivates them to succeed.

AnneMarie Suarez-Davis, Associate Director, Kids Ready-to-Eat Cereals, U.S. Morning Foods, and Shane Coker, Brand Manager, Frosted Flakes, U.S.

Morning Foods, led the discussion, which resulted in the development of two exciting initiatives for 2009: a national athletic field renovation program and a free magazine for parents.

"The field renovation program will make over fields across the nation next year, creating improved and expanded spaces for kids to play and be active outside," AnneMarie says. "At the same time, it will add an additional programming component to the Frosted Flakes brand."

The planned Earn Your Stripes magazine will reach parents by leveraging the campaign's existing partnerships with organizations that have established memberships and can offer distinct distribution channels. The publication will also be distributed through retailers, third parties and subscribers of our FrostedFlakes.com/Earn Your Stripes.com consumer website.

"Content will range from choosing the correct sport for your child to a step-by-step guide for parents to better understand their kids’ sports," Shane explains. "The magazine will focus on the issues facing parents today and will ensure that they have the tools to empower their kids to lead healthy lifestyles."

The members of the panel were selected based on the fact that their respective organizations' goals, ideals and audiences are aligned with those of the Earn Your Stripes program itself.

"Each member brought a different perspective to the conversation and shared his or her experience from working with parents and coaches," AnneMarie notes. "By gathering at Nationals Stadium, everyone was happy to act like a kid for a day – intensifying their passion for our brand and its goals."

Panel member Jud Rogers, who serves as Senior Marketing Executive for Little League Baseball, praised his organization's relationship with Earn Your Stripes.

"Kellogg fits right into what we want to do, and we couldn’t find a more perfect partnership," he says. "Kellogg's presence during the 2008 Little League World Series was especially positive. Both the parents and children who were in attendance were grateful for the onsite activities that were offered, which further encouraged children to stay active."

Through Earn Your Stripes, we sponsor a number of youth sports and fitness initiatives. These not only include the Little League World Series, but also the Junior Olympics Skills Competition and the nonprofit Girls on the Run organization.