www.GENYOUthFoundation.org

ContentsOn a Personal Note . . . . . . . . . . . . . . . . 1

A Guiding Presence . . . . . . . . . . . . . . . . 3

Defining a Mission. . . . . . . . . . . . . . . . . 4

Creating a Movement . . . . . . . . . . . . . . 6

Aggregating Partnerships . . . . . . . . . . . 15

Raising Funds . . . . . . . . . . . . . . . . . . . 21

The To-Do List: What’s Ahead? . . . . . . . 26

ThankYouGrateful acknowledgment is made to The Quaker Oats Company for generousfunding of this report. We are likewise indebted to the following individuals for careful review of, and constructive suggestions regarding, the content of this document in various stages of its preparation.

Charles H. Hillman, Ph.D., University of Illinois/Urbana-Champaign

Sarah M. Lee, Ph.D., Centers for Disease Control and Prevention

Patricia Montague, School Nutrition Association

Robert Murray, M.D., American Academy of Pediatrics and Ohio State University

Louis Nanni, Notre Dame University

Shellie Y. Pfohl, M.S., President’s Council on Fitness, Sports and Nutrition

Jose Luis Prado, Quaker Foods North America

Jean Ragalie-Carr, R.D.N., National Dairy Council

Peter O’Reilly, National Football League

E. Paul Roetert, Ph.D., SHAPE America

© 2014, GENYOUth Foundation

www.GENYOUthFoundation.org

View the interactive report online at www.GENYOUthFoundation.org 1

On A Personal Note

When I think about how far we’vecome, my first emotion is gratitude —not only to our founding partners atNational Dairy Council — America’s50,000 dairy farm families — and theNational Football League, but also tothe growing list of companies and or-ganizations which, in the spirit of pub-lic-private partnership, have steppedup with support when we have asked,and even when we haven’t. That gratitude extends to every one of thestudents and educators in the 73,000schools reached by our signature pro-gram, Fuel Up to Play 60. Each one ofthem has helped make that program— the largest in-school nutrition andphysical activity program in existence— what it is today.

I can’t help but look back on my owncareer, to try to pinpoint what it is inmy history that has helped me — andhelped us — get to this point. In 2010,when I took the helm of GENYOUth, I came to foundation work from a career on Wall Street and cable-newsbusiness reporting. But I have to saythat it wasn’t running floor-operationsat the New York Stock Exchange thatwas my greatest preparation. And itwasn’t reporting as a business corre-spondent for CNBC, or serving as VicePresident of Business News at Fox.

My greatest qualification for oversee-ing GENYOUth Foundation is the factthat I am the mother of four children,at this writing all under 13. GEN-YOUth’s guiding philosophy, you see,is the belief that, in the quest for cul-tures of wellness in our schools, chil-

dren themselves are the primaryvoices to which we must be listening.It is the empowerment of students astheir own agents of change, not as thepassive recipients of well-meaningwisdom from above, that differentiatesour Foundation from the other worthygroups working in our field.

My primary reaction to the reality ofour children not getting access to thehealthy foods they deserve, and to thephysical activity they urgently need, isan emotional and a visceral one. It’smade even more so by my knowledgethat, when given the tools, the permis-sion, and the encouragement to solvetheir own challenges, children nevercease to amaze us with their original-ity, their energy, their optimism, andyes, their entrepreneurship. The kindof entrepreneurship that could giveour nation healthier, higher-achievingyouth within a generation.

Which brings me to Warren Buffett.

Two years ago, GENYOUth launchedan initiative called AdVenture Capital,a program that expands on and

It is with pleasure that we present this report of GENYOUthFoundation’s progress over our first three years.

Alexis Glick, Fuel Up to Play 60 student AdVentureCapital winners, andWarren Buffett at theBerkshire Hathawayannual meeting

See GENYOUth AdVenture

Capital students

with Warren Buffett

2 GENYOUth Foundation Progress Report 2014

uplifts the Fuel Up to Play 60 StudentAmbassador program, in which students can submit proposals for nutrition and physical activity projects in their own schools. The applicationprocess is rigorous and specific, and monies go to schools to help students implement their winningideas. In the first year of the program,we were looking for a special way to reward our winning crop of studentAdVenture Capitalists — somethingthat would represent the spirit of the program, which is student-led entrepreneurship.

I reached out to my Wall Street friendand colleague Warren Buffett, thebusiness icon and philanthropist. Several months later I found myself,along with our students, on a planebound for Omaha to attend — at Mr.Buffett’s invitation — the sharehold-ers’ meeting of Berkshire HathawayCorporation, of which he is Chairman.

Warren’s generosity with the studentsduring our visit was astonishing for aman of his time commitments. But itwas while I was in his office, watchingthis man, arguably the greatest in-vestor of our day, interact with ourstudents that solidified in my mindthe importance of what we’re doingat GENYOUth — apart, of course, fromspreading the “learning connection”message, about the positive impacton academic performance of improved nutrition and increased opportunity for physical activity inthe school environment.

Just like Warren Buffett, we are investors. We are investing in our students — and, by extension, in theirhealth and their future. Our invest-ment is fostering their creativity, theirleadership, their maturity, and theirsuccess. And the return on our invest-ment is nothing less than our successas a society, and as a nation.

So much of that success rests on afoundation of healthy, high-achievingschools. It’s the kind of success I want for my own children — and for the 38 million students in the schoolsreached by Fuel Up to Play 60 everyday of the school year. I can’t think ofanything more important. With that in mind, I’m proud to share the infor-mation on these pages with you, and invite you to join us on our mission.Why? Because we need your help.

As those who know me will attest, I will not stop until our work is done.While I am proud of our efforts, I amemboldened every day to do more,learn more, forge new partnerships,and pursue additional resources. As an organization, we have only justbegun. The game has kicked off andthe ball is in play — but we’ve gotthree more quarters to go, and whoknows how many touchdowns tomake along the way!

Alexis Glick, CEOGENYOUth Foundation

“Today’s worldrequires leaderswith entrepre-neurial spiritswho are capableof adapting andtaking risks. I welcomed theopportunity toplay a part in AdVenture Capital, a program that recognizes andrewards studentsfor their ideasand instills inthem the confi-dence to own the process ofchange to createhealthier learning environments.”Warren Buffett, Chairman and CEO,Berkshire Hathaway

View the interactive report online at www.GENYOUthFoundation.org 3

AGuiding Presence

From GENYOUth’s founding, Dr.David Satcher has been both mentorand champion in all of GENYOUthFoundation’s efforts. It was Dr.Satcher, in his role as 16th SurgeonGeneral of the United States, who re-leased the landmark report on pre-venting and decreasing overweightand obesity that called national atten-tion to the fact that poor nutritionand lack of physical activity werecontributing to the growing rates ofoverweight and undernourished chil-dren. The report helped elevate to na-tional awareness the fact that, sinceAmerica’s schools reach over 55 mil-lion children a day, 180 days a year,schools must be part of the solution.Dr. Satcher has been a tireless sup-porter of the message that multiple

benefits stem from improved nutritionand physical activity — including reduction of chronic disease, and im-provements in cognitive function, aca-demic performance, discipline, andbehavior. Now heading up the SatcherHealth Leadership Institute at More-house School of Medicine, Dr. Satcheris a GENYOUth board member, Chair ofGENYOUth’s national summits and ourHealth and Wellness Evaluation Com-mittee, and a key presence at the foun-dation’s Leadership Roundtables andregional Town Halls across the country.

See Dr. Satcher at GENYOUth’s 2012 Summit

“I want to com-mend the GEN-YOUth Foundationfor carrying thebanner forward for child healthand school well-ness in America.Effective leader-ship is best exemplified whenwe collaborate together, andGENYOUth continues todemonstrate thattype of leadership,serving as a high-level con-vener, embracingand disseminatingthe best availablescience along withnew information,and supportingwellness-focusedprograms and initiatives. GENYOUth willcontinue to makea difference in thehealth of ourcountry’s children,while at the sametime helping to improve their educational performance and overallachievement.”David Satcher, M.D., Ph.D., 16th U.S. Surgeon General

4 GENYOUth Foundation Progress Report 2014

We are at a crisis point in this nationas regards children's health and well-ness, and the statistics are widelyknown. Food insecurity, poor dietarychoices, and lack of physical activityare contributing to epidemic rates of overweight, obese, and under -nourished children.

Consider that in the United States:

*One in three children and adoles-cents is overweight or obese — with devastating near- and long-term implications for their health,cognition, and well-being.

*More than half of adolescents ages12 to 15 are considered physicallyunfit.

* Fewer than 4% of elementaryschools, 8% of middle schools, and 3% of high schools offer dailyphysical education.

*Only 20% of school districts require daily recess.

*More than half of all teens do not eat breakfast each day, yet research shows that breakfast isvital to students’ success in school.

*Only 2% of kids get adequate dailyservings of all food groups.

* Children’s diet quality — the actualquality of the foods children eat — is important to their growth and development, yet the majorityof youth eat fewer nutrient-rich

foods and over consume calories,fat, and added sugar.

*One in five U.S. children lives in a food-insecure household.

GENYOUth was established to address these challenges, and to collaborate with students, schools,communities, business partners, andthought leaders to identify solutionsthat improve nutrition and physicalactivity by putting students at thecenter of the conversation. We knowthat when youth are given a voice,change can happen.

Much of GENYOUth’s growth in theseearly years has been marked by therapid expansion of Fuel Up to Play 60,GENYOUth’s flagship program andthe largest health and wellness initia-tive in schools across the country.

The program, which currently reachesnearly two-thirds of all U.S. schoolchildren and three-quarters of allschool districts, encourages students

Defining A MissionCommitted to child health and wellness in the school environ-ment, GENYOUth was launched in 2010, the result of an unprecedented partnership between the National Dairy Council(NDC)— funded by America’s 50,000 dairy farm families — andthe National Football League (NFL). These two organizations recognized, then and now, the importance of bringing leaders in health, education, government, and business together in amovement to help America’s youth achieve a healthier future —and to raise funds to help make that happen.

GENYOUth’s mission is to nurture children'shealth and wellness in theschool environ-ment and surrounding community by raising funds, uniting partnerswith shared goals, and empowering youth to ownchange.

See GENYOUthand Fuel Up to Play 60

celebrate five more years of healthy change

View the interactive report online at www.GENYOUthFoundation.org 5

to consume nutrient-rich foods(whole grains, low-fat and fat-freedairy, fruits, and vegetables) andachieve at least 60 minutes of physi-cal activity every day. Based on theremarkable way in which the programhas been embraced by America’sschools, NDC’s and NFL’s commit-ment to Fuel Up to Play 60 was renewed at the end of 2013 for fivemore years. The extension of the original Memorandum of Understand-ing with the U.S. Departments of Agriculture, Education, and Healthand Human Services was celebratedat a highly publicized media event inDecember of that year.

Page 4 data sources: Centers for Disease Control and Prevention; SHAPE America; GENYOUth’s The Wellness Impact; Report of the Dietary GuidelinesAdvisory Committee on the Dietary Guidelines for Americans; Food Research and Action Center;CDC Youth Risk Behavior Surveillance Study 2013.

What Are Our Tasks at Hand? Creating a Movement

Aggregating Partnerships

Raising Funds

Those three elements of our mission are the lens through which, on the following pages, we summarize our work to date.

Creating a Movement

6 GENYOUth Foundation Progress Report 2014

GENYOUth is empoweringand inspiring students — as well as their schools, families, and communities —to take action for healthy,high-achieving schools. We’re building awareness and engagement, and pro-moting solutions that willallow leaders in nutrition, education, government, andbusiness to collaborate with,participate in, and advancethe student voice. Exactlywhat has this entailed in ourfirst three years? We’ve produced an issue-framingreport that elevated the

dialogue and spurred action on a national level. Our flagship program, FuelUp to Play 60, has grown, is encouraging demand for,and is actually creating cultures of wellness inschools. Above all, we’ve established opportunities forcultivating and empoweringyouth as change agents fortheir own healthier future. �

See an exampleof how we’re

elevating the issue

View the interactive report online at www.GENYOUthFoundation.org 7

HOW WE ARE MAKING A DIFFERENCE

Fuel Up to Play 60 has been adopted by 73,000 schools, making it the largestin-school nutrition and physical activity program in the country, helping to increase demand for school environments that support proper nutrition and physical activity, and getting 14 million students eating healthier and moving more.

Nearly 20,000 students have signed on as Fuel Up to Play 60 Ambassadors, a national cadre of young people helping to improve their school communities.

Almost 40,000 adults are serving as Fuel Up to Play 60 program leaders in schools, supported by over a quarter million other educators and committed adults.

The National Football League, The National Football League Players Association,and all 32 NFL Teams have been actively involved in Fuel Up to Play 60 — raising awareness, creating excitement, and driving action toward healthierschools in their local communities.

The Wellness Impact — our national issue-framing report on the links betweennutrition, physical activity, and student achievement — has raised visibility of and increased commitment to school wellness among educators, students,parents, community leaders, and businesses.

Two national Fuel Up to Play 60 campaigns achieved massive reach:

*With partners SHAPE America and Quaker Oats, “Make Your Move” rallied students, educators, families, and the public around a physical activity call to action in fall 2013, resulting in over 18 million media impressions, almost 6 million people reached through social media, and 1.4 million video views.

*With partners Share Our Strength, Dean Foods, state and regional Dairy Councils, and others, “It Starts with School Breakfast” drove nationwideawareness of, demand for, and participation in school breakfast in spring 2014 — resulting in over 19 million media impressions, over 80 million peoplereached through social media, digital ads, and media impressions, and a 5.9% average increase in students eating school breakfast during the campaign in participating schools.

CREATING A MOVEMENT

In GENYOUth’s First Three Years:

See NFL players and students“Make Your

Move”

See NY Giants’ Victor Cruz

and students“bedazzle”

school breakfast on Chef

Carla Hall’s The Chew

8 GENYOUth Foundation Progress Report 2014

GENYOUth’s publication of The Well-ness Impact: Enhancing AcademicSuccess through Healthy School Environments helped to stimulate discussion around, and draw atten-tion to, the now-undisputed link between improved nutrition, greateropportunities for physical activity in the school environment, and aca-demic success. Circulated widely inprint and digital format, the reportaddressed the reasons why schoolsplay a more important role than everin helping forge the nation’s future,and illuminated the vital importanceof eating better and moving more inenriching students’ readiness to learn.

The Wellness Impact was produced in cooperation with National DairyCouncil, the American College ofSports Medicine, and the American

School Health Association, with fund-ing support from Midwest Dairy Council. Read by professionals andparents alike, the report became botha calling card and primary textbook forGENYOUth’s early years. Because thecorrelational evidence regarding therelationship between physical activity,proper nutrition, and academic per-formance does exist, the report chal-lenges everyone to think “What can I do?” to create meaningful change foryouth in schools. The report remains atouchstone of our work to come.

VITAL TAKEAWAYS1. Schools play a critical role in ensuring the healthy environmentthat learning requires.There is a positive correlation be-tween health and learning, and theyare mutually reinforcing. A broadrange of critical societal conditions,from workplace preparedness to military readiness, depend on the effectiveness of our schools when itcomes to wellness and well-being.

2. There is a crisis of physical inactivity in this country.As the call for measurable academicachievement in schools has grownlouder, the number of school districtsthat have eliminated or curtailed recess and/or physical education entirely has correspondingly grown.Common sense might characterizethat decision as misguided, and nowquantitative and rigorous scientificresearch is backing it up.

Nutrition, Physical Activity, and Learning: The Indisputable Link

ReadThe Wellness

Impact report

TheWellness Impact:Enhancing Academic Success through Healthy School Environments

View the interactive report online at www.GENYOUthFoundation.org 9

3. Breakfast is a key issue.Serving school breakfast — especiallythrough alternative options such asbreakfast in the classroom and graband go — is possibly the easiest, mostcost-effective, and most directly help-ful step schools can take to improveschool and student wellness. And be-cause of federal reimbursements, po-tentially high participation rates andprofitability, school breakfast pro-grams make economic sense.

4. The costs will mount for ignoringschool wellness.The rise in poor nutrition, inactivity,and unhealthy weight among childrenand youth not only adversely affectacademic achievement, but also comewith devastating monetary, individual,and societal costs — costs for children,for business and commerce, forhealthcare, and for society at large.

5. It’s time to act.Cultures of wellness in schools — environments in which every childcan access good nutrition and regularphysical activity — are achievable.Many school districts have madeprogress toward that goal over the

past decade, so it is doable. But it requires a support system, activecommunication and promotion, an active school health advisory council,and a formal set of comprehensivewellness policies that are implemented.

THE PROOF IS IN THE BRAIN

After 20 minutes

of sitting quietly

After 20 minutes of walking

Effects of Exercise on Brain Function in Preadolescent Children

Average composite of 20 students' brains taking the same test after sitting quietly or taking a 20-minute walk.

Reprinted with permission of Dr. C. H. Hillman.

Neuroscience is illuminating the effects of nutrition and physical activity on learning. The brain is malleable when responding to biological and environmental factors, which proves an important attribute for learning. Research indicates the quality of foods children eat impacts cognition — with poor nutrition linked with absenteeism, hunger symptoms, and psychosocial problems. Brain-imaging studies show that the brains of aerobically fit children mayexhibit superior executive control function. Physical activity, regard-less of whether it’s during recess, in the classroom, or in physical education class, may improve school performance and achievement.

10 GENYOUth Foundation Progress Report 2014

GENYOUth Foundation’s flagship program, Fuel Up to Play 60, is thenation’s largest in-school nutritionand physical activity program, nowreaching 73,000 schools that enrollover 38 million students. Launchednationally in 2010 by National DairyCouncil and the National FootballLeague, in collaboration with the U.S.Department of Agriculture, Fuel Up toPlay 60 is designed to help studentsmake changes in their schools by improving opportunities to consumenutrient-rich foods and get at least 60minutes of physical activity every day.

The program aims to involve thewhole school in creating a culture ofwellness, with students taking a leadrole in identifying and implementingpositive in-school changes. The FuelUp to Play 60 “Playbook” of school-tested healthy eating and physical activity action strategies can beadapted to fit a particular school’sschedule and culture.

Importantly, Fuel Up to Play 60 offersthe high-energy excitement of the Na-

tional Football League as both moti-vation and inspiration. Students andschools can earn NFL-themed rewardsand recognition like NFL player visits,game tickets, NFL footballs and shirts,teacher and student events at localNFL stadiums, and digital prizes.

The best news: we know it’s workingin schools. A recent Fuel Up to Play60 Utilization Survey generateddozens of relevant data points thatshow we’re on the right track, andthat helps us continually improve theprogram (see box on page 11). Theseresults underscore Fuel Up to Play60’s contributions to promoting childhealth and wellness.

FUEL UP TO PLAY 60:RESULTS THAT COUNTIn Fuel Up to Play 60, GENYOUth iscommitted to a process of continuousprogram improvement. Built on au-thoritative guidance, science-basedtheories, expert input, and participa-tory research about what’s neededand what’s working to address child-hood obesity and school wellness,Fuel Up to Play 60 has evolved con-siderably since its national launch in2010 to achieve program aims, whichfocus on:

* Empowering and engaging youth

* Improving school nutrition andphysical activity environments

The UltimateMovement

Read aboutthe positivechanges and

successes that are

taking place in schools

“I have been deeplyengaged in the suc-cess and scale ofGENYOUth's flag-ship program, FuelUp to Play 60, and I am proud to havehelped forge itsnew and burgeon-ing partnershipwith United Way ofMetropolitan DallasHealthy ZoneSchool RecognitionProgram, in part-nership with TheCooper Institute.”Charlotte Jones Anderson,Chair, NFL Foundation andExecutive Vice President,Dallas Cowboys

View the interactive report online at www.GENYOUthFoundation.org 11

to make the healthy choice the easy choice

* Influencing behavior so studentsmake positive healthy eating andphysical activity choices

Fuel Up to Play 60’s evaluation ap-proach conforms to the Centers forDisease Control and Prevention’sFramework for Evaluation of Health Promotion Programs and to the RE-AIM (Reach, Effectiveness, Adoption,Implementation, Maintenance) frame-work for evidence-based health pro-motion programs, which provides a

practical way to plan and evaluateprograms like Fuel Up to Play 60 and increase their likelihood of working in real-world settings.

Guided by former U.S. Surgeon Gen-eral David Satcher and renowned re-searchers and academics on our Health& Wellness Evaluation Committee (seeinside back cover), our program evalu-ation effort includes formative andsummative data-gathering — includingan annual utilization survey of nearly10,000 respondents, highlights ofwhich appear below.

“America’s dairyfarmers have along history,going back over a century, of supportinghealthy nutritionin schools. FuelUp to Play 60 isvery much a partof that ongoingtradition, the latest evidence of our continuingcommitment tochild health andwellness. And U.S.dairy farmers areproud to helpmake it possible.”Jerry Messer, Dairy Producer, North Dakota, Chairman of NationalDairy Council

See the Fuel Up

to Play 60 Playbook

Engaging students

Fuel Up to Play 60 reaches up to 38million students in enrolled schools20,000 students — and rapidly growing — serve as Ambassadors,leading and creating demand forhealthy improvements in their school

Complementing — and creating demand for — other wellness initiatives

36% of schools say Fuel Up to Play 60 increases their involvement in other wellness programs

Improving school environments and

student behavior Because of Fuel Up to Play 60*...18 million students nowhave access to healthierfoods at school17 million studentsnow have access to more physical activity opportunities at school14 million students areeating healthier14 million students aremore physically active

Helping underserved students and schools

Over 60% of Funds for Fuel Up to Play 60 — over$10 million to date — havegone to schools with a highproportion of at-risk and underserved students Over 30% of enrolledschools are in urban settingswith predominantly minorityand lower-income students

Meeting schools’ goals

69% of enrolled educators believe the program is positively influencing theirschool environment65% say it helps them achieve theirschool wellness goals

*Based on educator observations and reporting in enrolled schools.

Data are based on 2013 Fuel Up to Play 60 Utilization Survey, Funds for Fuel Up to Play 60 reporting, and program enrollment data.

RESULTSTHATCOUNT

12 GENYOUth Foundation Progress Report 2014

When it comes to creating healthyschools, students have frequentlybeen an overlooked source of wisdomand action — while, inarguably, theyare the most important players. Encouraging students to be “moversand shakers,” the actual changeagents within the school building, is a cornerstone tenet at GENYOUth.

Here’s how students are leading the charge:

FUEL UP TO PLAY 60 STUDENT AMBASSADORSThe Fuel Up to Play 60 Student Ambassador Program — now 20,000strong and growing — engages, empowers, and develops youth aschange-agents and leaders for schoolwellness. Student Ambassadors re-ceive digital and in-person tools andtraining, peer-to-peer mentoring andsupports, rewards, and recognitionthat inspire and inform their ability tobe a positive force for change in theirschools.

STUDENT AMBASSADOR SUMMITSThe annual Fuel Up to Play 60 StudentAmbassador Summit brings togetherhundreds of students at the top levelof engagement in the program in onelocation to receive training, work oncollective and individual goals, sup-port one another’s learning abouthealth and wellness, and celebratetheir successes in making changes

with their fellow peers and influencersacross different industries and celebri-ties, including NFL superstars.

AdVENTURE CAPITAL: SOCIAL ENTREPRENEURSHIPThis initiative gives Fuel Up to Play60 students ownership of makinghealthy changes in their schools andcommunities, while developing socialentrepreneurship skills that will servethem in school and beyond. The pro-gram awards grants to fund students’ideas for school-based nutrition and physical activity solutions, frombuilding a greenhouse at a school for students to select and grow theirown fruits and vegetables for thecafeteria, to establishing communitynights that educate families in needof guidance about making healthy, affordable food choices.

Youth as Change AgentsWhen youth are actively engaged in a problem that concernsthem, outcomes are better — which is why engaging studentsthemselves in nutrition and physical activity solutions has from the beginning been a GENYOUth priority.

“Fuel Up to Play 60 and AdVenture Capital reallyhelp kids’ voicesbe heard and lettheir ideas cometo life and shine.These programsare really aboutthe kids. They let us show whowe are and whatwe can do.” Lily, New Hampshire Fuel Up to Play 60 Student Ambassador

View the interactive report online at www.GENYOUthFoundation.org 13

INSPIRATION PANELWe call our network of influencers andyoung mavericks the Inspiration Panel.These youthful leaders, ranging fromages 17 to 24, do not perceive age as a boundary and have already madenames for themselves in fields rangingfrom education and sustainability togovernment and entrepreneurship.AdVenture Capital grant winners arematched one-on-one with a mentorfrom the Inspiration Panel, who helpshim or her bring a project to life.

YOUTH VOICEStudents are always included as keymembers of GENYOUth’s regularLeadership Roundtables, regionalTown Halls, and national Summits.Students have equity at GENYOUthbecause, perhaps more than anyother stakeholder group, they knowwhat health and wellness solutionscan work and be most sustainable in their schools and, in many cases, their communities.

“GENYOUth works one-on-one with youthand builds theirconfidence byshowing them that they have the power to create change.” Anisha, Fuel Up to Play 60Student Ambassador andAdVenture Capital grantee

Fuel Up to Play 60 provides students with engagement and leadershipopportunities through an interactive dashboardand student-created blog,"The Huddle"

Supporting Students: Committed Educators and Other Caring AdultsStudents would not succeed as change-agents and leaders without the manythousands of educators and adult volunteers across the country who guideand support students involved in our initiatives. Fuel Up to Play 60 currentlyhas nearly 40,000 inspiring, hard-working educators, school administrators,school nutrition professionals, school wellness coordinators, school nurses,parents, and other adults who serve as Program Advisors and champions,supported by over a quarter million other educators and committed adults.These are our program’s heroes. We couldn’t do what we do without them.

See the2014 Fuel Up

to Play 60 Program

Advisor Hall of Fame

winners andread their

stories

14 GENYOUth Foundation Progress Report 2014

STUDENT PROFILESThey present at Leadership Roundtables. Participate in regionalTown Halls. Serve as exemplary Fuel Up to Play 60 Ambassadors.Earn AdVenture Capital grants. And speak at our national Summits.GENYOUth is proud to have encouraged and empowered, and tokeep empowering, students like those pictured here — their owngeneration’s most powerful spokespeople.

Anisha 7th grade, New JerseySchool project:Planned and built ahealthy fitness trail at her school for students and the

entire community to use and get active.“Fuel Up to Play 60 has emphasized theimportance of incorporating proper nutrition and physical activity in my life. It has helped me spark awareness for thisfield, and encourage its mission through-out my school.”

Josh 7th grade, MinnesotaSchool project:Started “MotivationalMondays,” an exerciseprogram during re-cess on Mondays thatfeatures unique phys-

ical activities such as Zumba and obstaclecourses. “Because of GENYOUth and FuelUp to Play 60, this has been the bestyear of my life.”

Emma 11th grade, VirginiaSchool project: Created a monthlyclass called “HealthyMatters: TeachingWellness for All Generations,” which

features health information, family cookingclasses, and personal fitness guidance forher school community. “This has been the most rewarding project I have ever set out to do.”

Trinity 6th grade, TexasSchool project: Created a competi-tion in her schoolwhere students submitted “cookingshow” videos fea -

turing their favorite healthy breakfastrecipes. Winners of the competition hadtheir recipes prepared by the school’s nu-trition department to be considered as apermanent option on the school’s break-fast menu. “Our cafeteria is now servingmuch healthier foods, and the kids atschool are seeing things in the cafeteriathat we tried in our taste tests.”

Heaven 8th grade, LouisianaSchool project:Started a “Walk forWellness Club” in herschool. “Without becoming involvedin Fuel Up to Play

60 and attending the awesome Summit in2013, I wouldn’t have improved my leader-ship as well as communication skills.”

Kaylene 10th grade, Colorado School project: Created a recre-ational sports leaguewhere middle andhigh school studentsmentor elementary

school students, teaching them to focus on teamwork, healthy eating, exercise, and strategy skills. “It’s never too late totry something, so try, try, and try. You canmake a difference, and you can start ahealthy revolution.”

Read whatstudents aresaying in the

Fuel Up to Play 60

Huddle

View the interactive report online at www.GENYOUthFoundation.org 15

Aggregating PartnershipsGENYOUth Foundation isworking closely with healthprofessionals, government,and business to activate re-sources to support studentand school wellness, and toensure that, in schools, thehealthy choice is the easychoice. We’re committed to the power of many tomake that happen, to foster change that results in improved nutrition and

greater access to physical activity. Convening — the bringing together of diverse constituencies —has been, and continues to be, our strategy for doing this. We do this in large, national forums andsmaller, regional gatherings.It is our mechanism for engagement and for catalyzing the actions thatlead to change. �

16 GENYOUth Foundation Progress Report 2014

HOW WE ARE MAKING A DIFFERENCE

We signed a six-way Memorandum of Understanding with the National DairyCouncil, the National Football League, and the U.S. Departments of Agriculture, Education, and Health and Human Services. This productive, synergistic agreement is the basis of everything we do.

Our two national thought-leader Summits have convened nearly 1,000 top-tierleaders in education, philanthropy, health and wellness, nutrition, physical education, physical activity, and business — catalyzing new ideas, energy, andcommitments for healthy schools.

Our seven distinctive city-based Town Halls, conducted in partnership with local Dairy Councils,NFL Teams, and other partners, have generatednew networks, galvanized community support,and encouraged new investments in local schools.

We stepped up as a Founding Partner of Let’s Move! Active Schools, working also withChildObesity180, SHAPE America, the Alliance fora Healthier Generation, Nike, and the Presidential Youth Fitness Program on joint pro-grams, measurement, and funding opportunitiesto improve physical activity in schools.

With United Way of Metropolitan Dallas, the Dallas Cowboys, The Cooper Institute, and Dairy MAX, GENYOUth is helping to pilot and scale a collaborationbetween Healthy Zone Schools and Fuel Up to Play 60 in Texas schools.

To address childhood hunger during the summer months, GENYOUth and localDairy Councils worked with the U.S. Department of Agriculture, along with NFL players and Fuel Up to Play 60 Student Ambassadors, to promote summerfeeding kickoff events in 11 targeted states in 2014.

AGGREGATING PARTNERSHIPS

In GENYOUth’s First Three Years:

The St. Louis TownHall — sponsored

by Jamba Juice,Washington

University, Midwest Dairy

Council, St. LouisRams, St. Louis

Children’s Hospital,and The Magic

House — was attended by Ramsplayers, the city’sMayor, Fuel Up toPlay 60 Program

Advisors and student leaders

Read theNutrition

Today report on the 2012 GENYOUth

Summit

“The Denver Learning Connection Town Hall was remarkably impactful at convincing the business people in the room that support is essential to

Colorado schools, and indeed schools everywhere. In fact, it inspired us to commit $50,000 to GENYOUth and Fuel Up to Play 60 to benefit Colorado schools.” Joe Ellis, President, Denver Broncos

View the interactive report online at www.GENYOUthFoundation.org 17

GENYOUth Foundation is dedicatedto being a convener of the dialogueamong the increasingly diverse pub-lic- and private-sector stakeholderswho count improved nutrition andgreater opportunities for physical activity in schools as a local and national priority. Bringing togetherconcerned men, women, and youth

who don’t normally sit down in thesame room together — and certainlynot to discuss nutrition and physicalactivity in schools — is a key compo-nent of our mission.

Beginning with the 2012 GENYOUthNutrition & Physical Activity Learning

Connection Summit, GENYOUth assumed the role of convener of thedialogue around the learning connec-tion. Consequently, GENYOUth hasthus far convened three LeadershipRoundtables, at which senior figuresin health and wellness, medicine, education, administration, philan-thropy, and the corporate world havecome together to discuss concretesteps they can and should take to further the cause of healthier schools.

At a 2013 Leadership Roundtable heldat the headquarters of the NFL Play-ers Association in Washington, it wasagreed that it was necessary to movethe dialogue from the national to thelocal level, where change is really ef-fected. With that in mind, GENYOUthlaunched a 2013-2014 series of Learn-ing Connection regional Town Halls.

Several markets were selected asideal cities in which to hold TownHalls, dictated in part by the presenceof NFL teams, but also taking into account the on-the-ground supportof state and regional Dairy Councilsand other sponsor-partners. At theseregional events — some of which are large gatherings, some of whichare panel discussions followed by Q-and-As, and some of which aresmaller but high-level communitymeetings — the bottom line is gettingcommunity stakeholders to makehard-and-fast commitments of time,resources, and dollars to local school-wellness initiatives.

Attendees at these Town Hall eventsinclude leaders in the community or

Coming Togetherfor a Purpose

See GENYOUthLeadership Roundtable highlights

“GENYOUth’sLeadership Roundtables andTown Halls areeye-openingevents showcasingthe many solutionsavailable when weall work together.” Stephanie Whyte, M.D.,M.B.A., Chief Health Officer, Chicago PublicSchools

James White, CEO, Jamba Juice, and GENYOUth Board Member at the second Leadership Roundtable

GENYOUth's second LeadershipRoundtable

18 GENYOUth Foundation Progress Report 2014

city with a vested interest in healthierkids and healthier schools who couldalso commit assets to advance schoolwellness through solution-orientedaction. Local business leaders are integral to the events’ successes.

In the first year of the Town Halls,local NFL Teams hosted follow-up"task force" gatherings in the weeksand months following the events, al-lowing stakeholders to dive deeperinto finding solutions. To date, theChicago Bears, Denver Broncos, St.Louis Rams, and Indianapolis Coltshave all generously hosted these fol-low-up events, allowing us to take

important dialogue to the next level. Wherever GENYOUth hosts the dia-logue between for-profit and not-for-profit executives and others, you’ll find national and local thought-leadersfrom business and the corporateworld; education and administration;government and policy; philanthropy;health and wellness; nonprofit; andother arenas talking together, brain-storming, and helping — in partnershipwith students — to forge cultures ofwellness in America’s schools.

The convening role is one that GEN-YOUth looks forward to playing in theyears to come.

“Serving as GENYOUth’sBoard of DirectorsChair is one of themost meaningfulthings I’ve doneprofessionally.Dairy farmers’ support of GEN-YOUth is both significant and essential, and I am both proudand humbled to be part of the productive dialogue thatGENYOUth fostersamong diversegroups.” Tom Gallagher, CEO, Dairy Management Inc. and Board Chair, GENYOUth Foundation

Taking GENYOUth’s Message HomeWNBA superstar and GENYOUth Board Member Skylar Diggins brought the learningconnection message to her hometown of SouthBend, Indiana, in a day of dialogue and physicalactivity for educators, parents, and youth at the Martin Luther King Community Center. Diggins’s commitment to promoting the bene-fits of improved nutrition and greater opportu-nities for physical activity in school is typical of GENYOUth’s Board, which is made up ofleaders from the nation’s top professionalsports organizations, CEOs of major compa-nies, figures from top-tier health and wellnessorganizations, academicians, policy experts,and NGO leaders.

“Sharing with people I care about is an opportunity I alwaystreasure. It's an honor to partnerwith GENYOUth.”

See Skylar Diggins and Alexis Glick onMSNBC’s Morning Joe

See Town Halls in action

View the interactive report online at www.GENYOUthFoundation.org 19

GENYOUth is notable for its highmedia profile and extensive mediaconnections. We have worked to es-tablish comprehensive links andstrategic partnerships with outletsthat include Meredith Corporation,the Time Inc. Magazine Company(publishers of TIME for Kids andSports Illustrated Kids), Discovery Education, and many others.

Such partnerships have helped us to create both visibility and an invalu-able “public point of view.” Most important, these media relationshipsprovide a powerful means of recog-nizing and showcasing the voices and stories of students, who are atthe heart of GENYOUth’s programsand efforts.

Whether it’s a Huffington Post op-edpiece co-authored by Alexis Glick and former Surgeon General DavidSatcher, regular appearances onMSNBC’s Morning Joe to promoteGENYOUth’s activities, national cover-age of GENYOUth’s presence at eventslike SAP’s SAPPHIRE NOW businesstechnology conference for senior executives, or appearances by Fuel Upto Play 60 students on network TV’sThe Chew and The Rachael Ray Show,GENYOUth’s media presence is strongand ongoing.

GENYOUth’s partnership with TIMEfor Kids yielded a four-page advertor-ial in the September 2013 issue topromote the new, streamlined FuelUp to Play 60 Playbook to schoolsacross the country. The spread wasdistributed to schools — 3.2 million

students and 136,000 teachers —giving students, educators, and parents the opportunity to learnabout updated Plays, as well as theresources and rewards associatedwith participating in the program. A poster was distributed nationally to grades 5-6, reaching over a millionstudents and 40,000 teachers. Allmaterials were made available onlinefor teachers and administrators athttp://timeforkids.com/extras.

Similarly, GENYOUth teamed up with Sports Illustrated Kids for theJuly 2013 issue featuring First LadyMichelle Obama to promote her initiative, Let’s Move! Active Schools.Both GENYOUth and Fuel Up to Play60 received prominent placementthroughout the issue.

Looking to the future, GENYOUth and Sports Illustrated Kids are estab-lishing a network of youth correspon-dents who will share their journeysthrough Fuel Up to Play 60 and AdVenture Capital in video segmentsthat will run on the SI Kids websiteand in magazine pieces at key pointsin time like back-to-school.

One of GENYOUth’s newest partners,SAP, is collaborating with GENYOUthand Sports Illustrated Kids by teeingup opportunities for students to re-port at some of their biggest events,like their SAPPHIRE NOW conference,highlighting innovation in technologyacross many industries.

GENYOUth’s MediaPartnerships

See aGENYOUth“learning

connection”segment on

MSNBC’s Morning Joe

“As a televisionpersonality andbusiness woman, I recognize thetransformative role media can playin driving action.GENYOUth’sstrong ties to, andsupport from, themedia have helpedinform peopleabout its programs,progress, and stories of incrediblestudents and edu-cators who bringthose programs tolife in their schoolsand communitiesevery day.” Carla Hall,Host of The Chew

20 GENYOUth Foundation Progress Report 2014

GENYOUth conducted a Key Leader Survey in spring 2014, in which we askedthose who have been observing us most closely for a frank assessment of the progress of our initiatives and overall mission. We surveyed leaders ofpartner organizations in health, nutrition, and physical activity, representa-tives from corporate partners and sponsors, a representative cadre of Fuel Upto Play 60 Ambassadors and AdVenture Capital students, educators, andschool administrators. Here's a summary of what they said.

What has been GENYOUth’s most significant contribution to date? Our key leaders emphasized:

Convening major players in child health/wellness, education, and industry to discuss important issues and potential solutions

Networks developed, a system with good connections, growing numbers of students impacted — the beginning of a movement

Raising awareness of the learning connection

Creating opportunities for youth to make changes and become powerful leaders

Raising money and channeling it to schools in the form of mini-grants

What’s possible if GENYOUth and its partners continue their focus and their commitment on improving child and school nutrition and physical activity? Our key leaders say:

Alignment of messages, tools, resources, and programming efforts, and really enhancing the work of all the organizations working on the ground

Healthier and more successful children growing into adulthood with a solidfoundation for health and achievement throughout their lives

A cultural shift regarding school nutrition and physical activity

Addressing disparities so all children have access to healthy school nutritionand physical activity environments

Our key leaders also offered GENYOUth guidance for the future. Following is a summary of their advice:

Keep engaging students in the movement.

Continue to document outcomes, build on learned experiences, involve partnerorganizations, and communicate results.

Keep getting the feedback from children and school leadership about whattools/methods are most helpful for implementing wellness programs and increasing participation.

Continue to collaborate with organizations on the ground and build collectiveeffort and impact.

Work with partners to analyze where the school wellness movement is in itslifecycle and determine how to move the cycle to the next phase.

Stay the course and keep the momentum going.

How Are We Doing?“What’s possible if GENYOUth and its partnerscontinue their efforts? The nation will havehealthier andmore successfulchildren.”Otha Thornton, President, National Parent Teacher Association

“Jamba Juicesupport forGENYOUth includes recentTown Halls in San Franciscoand St. Louis andthe National Summit in Dallas.We are also firmlycommitted topartnering withGENYOUth to secure additionalcorporate-sectorsupport in ourmutual quest topromote healthy,high-achievingschools and students.”James White, CEO,Jamba Juice

View the interactive report online at www.GENYOUthFoundation.org 21

Raising FundsGENYOUth Foundation is reaching out to new and traditional leaders to contribute “time, talent, and treasure”to the cause of school and student wellness. We are securing funding for in-school grants and programs tobuild and sustain existing and new initiatives. With theseresources, we are able to make investments in schools andin youth, ultimately with specific, measurable results. �

We engaged 101 for-profit and not-for-profit organizations in providing resources for GENYOUth’s programs, school outreach efforts, and organizational development.

We generated over $30 million in support for GENYOUth’s programs and activities from not-for-profit organizations and companies

representing the technology, food, finance, insurance, professional sports, media/entertainment, and other sectors.

We awarded over $15 million nationwide in Funds for Fuel Up to Play 60 to nearly 4,000 schools in the form of mini-grants to jumpstart sustainable improvements in theschool nutrition and physical activity environment.

The majority of GENYOUth's funding reaches schools where the needs are greatest; in fact, nearly two-thirds of

our funding has gone to schools that serve a high proportion of underserved students.

We developed a plan for Fuel Up to Play 60 en Español, which will launch in 2015 with funding support from PepsiCo Foundation.

We raised over $3 million to pilot and roll out GENYOUth’s AdVenture Capitalprogram, which incubates and elevates student voice, leadership, and social entrepreneurship for healthy, high-achieving schools.

Working collaboratively with Quaker Oats, Leprino Foods, Dean Foods, General Mills, and others, GENYOUth funded alternative school

breakfast initiatives in hundreds of schools nationwide, increasingaverage daily participation rates well above national averages.

22 GENYOUth Foundation Progress Report 2014

HOW WE ARE MAKING A DIFFERENCE

RAISING FUNDS

In GENYOUth’s First Three Years:

GENYOUthSources of

Funding

53%3%

32%

12%

Convenings, special programs

Operations

Grants to schools

Funds in reserve for grants and programs

Use ofGENYOUth

Funding to Date

View the interactive report online at www.GENYOUthFoundation.org 23

A significant part of GENYOUth’scharge is bringing business, at both thenational and local level, into the school-wellness dialogue, with the goal of en-listing corporate and business supportfor nutrition and physical activity ef-forts in schools. We’re engaging theseconstituents in ways that matter tothem, with a special focus on potentialpartners who haven’t had a place at thisparticular philanthropic table before. It’sgenerosity, but it’s also self-interest.Smart private-sector companies under-stand that healthier, higher-achievingstudents drive economic growth, helpcreate a strong workforce, engagedconsumers, and robust prospects forthe future of their businesses.

An impressive list of corporate andbusiness players has stepped up to help, largely in response to GEN-YOUth’s determination to construc-

tively engage the business commu-nity. It’s our belief and experiencethat, through community reinvest-ment, business can and must be partof the school wellness solution in apositive and collaborative way.

Influential business stakeholdersmake our efforts possible and addcredibility and impact to our work on the consumer level. Crucial to theongoing involvement of corporateand business players in GENYOUth’sefforts has been the regular conven-ing of GENYOUth’s LeadershipRoundtables and National Summits,at which CEOs and senior corporateexecutives are brought into dialoguewith school administrators, health and wellness advocates, school nutrition and physical education professionals, NFL executives andplayers, and, of course, students.

We’re In This Together:Building Private-Sector Support

“Nothing is moreimportant thancompanies likeours finding creative ways toplay a role in supporting thewellness of our nation’s youth.Quaker, an iconicbrand that’s beenfueling healthyfamilies for morethan 135 years,and GENYOUthhave done justthat through innovative and inspirational programming.” Jose Luis Prado, President, Quaker Foods North America

QUAKER OATS has been an importantGENYOUth underwriter on several levels —from supporting our national Nutrition +Physical Activity Summits and the Fuel Up to Play 60 Student Ambassador Summit …to providing funding for Funds for Fuel Up to Play 60 mini-grants … to supporting the Fuel Up to Play 60 “Make Your Move”campaign … to earmarking contributions for expansion of breakfast-in-the-classroomprograms in Chicago, Quaker’s backyard. In working creatively with GENYOUth onthese multiple tiers, Quaker has created awin-win-win situation for the students we aim to support, the thought leaders we wantto engage, and Quaker’s own corporate social responsibility and business goals.

CORPORATE PROFILE

Quaker Oats

Jose Luis Prado, President, Quaker Foods North America with Alexis Glick and Mike Kruger, CEO, Midwest Dairy Council

24 GENYOUth Foundation Progress Report 2014

Since fall 2010, GENYOUth Founda-tion has awarded over $15 million tomore than 4,000 schools serving almost 3 million students throughour Funds for Fuel Up to Play 60program. Funding is directed whereit’s needed most: nearly two-thirdsof funded schools have a high pro-portion of underserved populations,schools in which 40% or more students in the school are eligiblefor free or reduced-price meals. Through this competitive, nation-wide program, schools can receiveup to $4,000 to jumpstart healthychanges, such as grab-and-goschool breakfast programs, healthyschool snack initiatives, improve-ments to school physical educationprograms, school gardens, school-wide walking clubs, and much more.

These modest investments have bigpay-offs in the form of mobilizingthe school community and launch-ing sustainable improvements oncampus. Through ongoing tracking,we know that our mini-grants helpincrease student involvement, adultbuy-in and support, school mealparticipation, more physical activity,and longer-term changes to theschool nutrition and physical activityenvironment.

Funds for Fuel Up to Play 60

CORPORATE PROFILE

SAP

In pledging $3 million to build and scaleGENYOUth’s AdVenture Capital program,technology giant SAP has seized on the ideaof innovation. Central to SAP’s corporate culture, innovation and entrepreneurship arelikewise the core of AdVenture Capital. SAP’ssponsorship includes employee-engagementand service-based projects in local markets,funding to support student-led projects, andsupport for the design and development ofnew digital tools to facilitate story-telling and sharing among AdVenture Capital students. AdVenture Capital students attended SAPPHIRE NOW, SAP’s future-of-business conference, where they interviewedinnovation leaders and forward-lookingthinkers from around the world.

Student reporter Kaitlin interviews SAP CEO Bill McDermott at the SAPPHIRENOW conference

Read aboutour partnership

with SAP

See astudent

interviewer atSAP’s 2014SAPPHIRENOW

Conference

Learn moreabout

Funds for Fuel Up

to Play 60

View the interactive report online at www.GENYOUthFoundation.org 25

Fuel Up to Play 60’s NFL relationship at theleague level and with the 32 NFL Teams acrossthe U.S. is a fruitful partnership throughwhich we bring schools over 250 NFL playervisits annually, schedule hundreds of widelyattended educator training events and student summits at NFL stadiums, and rewardstudents and educators with everything from signed NFL items and digital prizes toSuper Bowl trips.

Beginning in fall 2014, Fuel Up to Play 60 will bring an additional $340,000 in grants to school districts in NFL Club markets. These"NFL-Fuel Up to Play 60 Hometown Grants"will help to improve students' physical activityand nutrition in collaboration with their localDairy Councils and NFL teams.

CORPORATE PROFILE

NFL

“The jewel in thecrown of NFL’sPlay 60 platform,Fuel Up to Play 60 allows us to reach 38 million Americanstudents withpowerful messages abouthealthy eating and physical activity. The NFL is committed to healthy youth, and our partnership withGENYOUth helpsus in that endeavor.” Roger Goodell, Commissioner, National Football League

FUNDS IN ACTIONHere are some of the ways Funds for Fuel Up to Play 60 are improvingthe school nutrition and physical activity environment. Since fall 2011,the funding program has:

* Improved the quality of 1,657school lunch menus and/or cafeteria environments

* Helped start or expand 1,037 in-class physical activity breakprograms

* Started or grew 960 school walking clubs

* Launched or expanded 603 grab-and-go breakfast programs

* Helped enhance 550 school playgrounds

* Launched or expanded 374 break-fast-in-the-classroom programs

* Contributed to 92 school gardens

GENYOUth’s Grant Infrastructure:Helping OurPartners Help SchoolsBuilt and refined over a four-year period, GENYOUth has a proven infrastructure to efficiently channelgrant funding to schools nationwide to help them create positive change.This grant infrastructure provides afield-tested system for effectively supporting the full grant lifecycle —from attracting, identifying, and select-ing applicants, to distributing andmonitoring grant implementation andresults. To date, the system has beenused to successfully distribute andtrack almost $20 million in mini-grants($1,000-$4,000) given to thousands of schools through Fuel Up to Play 60,ChildObesity180, Presidential YouthFitness Program, General Mills, HeinzFoundation, Michigan Department ofEducation, and others.

26 GENYOUth Foundation Progress Report 2014

As this is written, we are encour-aged, though not satisfied. Onall three elements of our mission— creating a movement, aggre-gating partnerships, and raisingfunds — we have made signifi-cant progress. The results, high-lighted in this document, showthat the momentum is real.

But the truth is that we need todo more, and the time is now —for we have reached a tippingpoint for school wellness inAmerica, a point at which redoubling our efforts can paybig dividends.

No person or organization cando it alone, and you, our col-leagues and stakeholders, in yourability to support this work, holdthe key to our schools’, our chil-dren’s, and our nation’s future.

GENYOUth’s immediate priorities include:

STRENGTHENING OUR FLAGSHIP PROGRAM.We remain committed to oursignature and most visible initia-tive, Fuel Up to Play 60 — andthe recent five-year re-commit-ment by the National DairyCouncil and the National Foot-ball League makes the programa pillar for all we do. For Fuel Up to Play 60, we aim to:

* Deepen engagement withschools — including recruit-ing, supporting, and recog-nizing student leaders, adult program champions,and other volunteers to help

with program developmentand delivery.

* Attract more funds and getthem to local schools, espe-cially where the needs aregreatest, to accelerate thepace of change.

* Continue to track key variables linked to positivechange and outcomes inschools and among youth,the better to refine the program going forward.

* Continue to elevate andspread best practices that are proven effective and feasible for schools.

STUDENTS OWNING CHANGE.We will continue to give stu-dents the tools and motivationthey need to “own change”and concurrently to helpschools with the funding and in-kind resources they need tosupport the initiatives that weknow accelerate change.

ENGAGING STAKEHOLDERS.We aim to broaden both the nature and the number of stakeholder groups engaged in this effort with us, especiallyprivate-sector partners.

ADDRESSING DISPARITIES. We need an even sharper focuson underserved and minoritycommunities. Addressing disparities and creating equitywhen it comes to proper nutri-tion and physical activity oppor-tunities for students in school is critical, and the cominglaunch of Fuel Up to Play 60

en Español is a concrete resultof that concern.

Our vision is that, within three to five years, proper nutritionand physical activity for studentsis not just a priority of, but apractice in, every school in theU.S. It’s a vision of schools thatembraces a culture of wellness.A vision in which all childrenhave access to universal schoolbreakfast that is healthy, tasty,and served in ways and at pointsin time that appeal to students …in which school meal programsare offered throughout the entireyear to mitigate the growing and devastating problem ofchildhood hunger in this country.

It’s a vision of schools that adhereto recommended physical educa-tion and activity guidelines andthat have established PE classas part of the core curriculum.Schools where students are help-ing to plan and lead change thatpositively affects them, workingcollaboratively with a communityof adults who care about them.Schools that have the resources,supports, and the will to prioritizehealth as inextricably linked tolearning outcomes.

And it’s a vision where partnersfrom the private and public sectors are welcomed into thedialogue and actively invest in our students and schoolsthrough programs like Fuel Upto Play 60 and others. To helpensure these are not merelywishes, through our programs,

TheTo-Do List:What’s Ahead

View the interactive report online at www.GENYOUthFoundation.org 27

WHAT CANYOU DO?School Administrators and Educators: Assume a leadershiprole in setting tone and vision forhealthy schools. Communicatethe link between nutrition, physical activity, and academicachievement. Establish a district orschool wellness council or schoolhealth advisory committee to develop and implement a strongschool wellness policy. Involvestudents in program planning,implementation, and participa-tion. Gather data about healthand wellness policies and prac-tices in your school or district,and evaluate their impact.

Offer or expand school breakfast,and offer alternative breakfast op-portunities at school. Make sure allfood served and sold at school —including school meals and “com-petitive” foods — is appealing,

nutritious, and aligned with the Dietary Guidelines for Americans.Ensure that high-quality, stan-dards-based physical educationand health education is offered toall students in all grades. Providerecess for elementary school stu-dents and in-class physical activitybreaks for all students. Offer addi-tional opportunities for studentsto be physically active, includingextracurricular activities and ac-tive transportation to school. Andreach out to families and commu-nity partners to gain their support.

Students: Be a good role modelfor other students at your school.Eat well and move more. Askyour teacher or principal aboutyour school’s wellness policy and what you can do to helpmake sure it’s working. Help yourschool to organize walking clubsor family food-and-fitness fairs,improve playground facilities, or sponsor wellness-themedfundraisers. Be willing to takepart in a school health advisorycouncil or committee. Share yourideas and time to make yourschool/district a healthier place.

Start a movement. Spread yourenthusiasm for improving yourschool’s nutrition and physicalactivity practices with other students, teachers, and with your parents, too. And, of course, join Fuel Up to Play 60, becomea Student Ambassador, andapply for an AdVenture Capitalgrant for your school!

Parents: If you aren’t doing soalready, lead by example. Be arole model by eating well andmoving more. Drop in to yourchild’s school to experience

school lunch, or breakfast, first-hand. Encourage your child to tryunfamiliar, healthy foods. Reachout to your child’s principal toask him or her about yourschool’s wellness policy, and find out what you can do tomake sure it’s implemented andmonitored. Help your school toorganize walking clubs, familyfood-and-fitness fairs, improvedplayground facilities, or sponsorwellness-themed fundraisers.

Be willing to take part in a schoolhealth advisory council or com-mittee. Give your expertise andtime to make your school/districta healthier place. Share your enthusiasm for improving yourschool’s nutrition and physical ac-tivity practices with other parents.And, of course, encourage yourschool’s, and your child’s, partici-pation in Fuel Up to Play 60.

Media: Share compelling storiesof schools and communities,which are making progress onimproving school nutrition andphysical activity by interviewingeducators, students, communityleaders and foundation partners,and learning how they are mak-ing it happen. Elevate youthvoice — student-created contentand their points of view, ideas,leadership, and work — to createhealthier schools and a healthiergeneration, and leave a legacy.Bring The Wellness Impact reportto life and translate the learningconnection for consumers to understand what it means for thehealth and vitality of our studentsand our economy. Generate dialogue among researchers,health professionals, educationleaders, parents, businesses, and

partnerships, and convenings wewill continue to ensure that youthplay a meaningful role in makingchange happen. Facilitating dialogue, building networks, engaging school communities,and even raising funds are all enhanced by students’ presence.

Finally, we will continue to builddemand for — and strengthenour ability to achieve — a cultureof wellness in every school na-tionwide. Our quest for healthy,high-achieving schools in everycommunity can become a reality with the will, support, and activeinvolvement of others.

28 GENYOUth Foundation Progress Report 2014

students about the links betweennutrition, physical activity, andlearning, and implications for education, business, families, andeconomics. Host and broadcast alocal nutrition + physical activitylearning connection Town Hall.

Business Leaders: Recognizethat healthier, higher-achievingschools mean a prepared work-force, and a strong and vibrantconsumer base for your productor service in the future, and thatyou have a key role to play whenit comes to corporate social volunteerism, and contributingto healthier communities and societies. Schools want, andneed, your active involvement —which can take the form ofsomething as minor as featuringa link to GENYOUth’s The Well-ness Impact report on your com-pany’s website, or somethinglarger such as a decision to hosta local Learning ConnectionTown Hall, underwrite AdVentureCapital grants, or contribute toFuel Up to Play 60. Share thestories of the great work you’remaking possible through fundingand your collaborative effortswith organizations like GEN-YOUth that impact the schoolbuilding and students directly.

Your contribution of time, expertise, and resources is vital to our mutual success. And whether you’re a student, parent, teacher, school adminis-trator, business, or nonprofit organization, we have multipleways of encouraging and enabling your direct and impactful participation. Please work with us.

Special thanks to our supporters*

Agri-Mark/Cabot Cheese

Albertsons LLC

Amateur Athletic Union

American Express

America's Dairy ProducersAnderson Charitable Foundation

Atlanta Falcons

Atlanta Fixture & Sales Company Inc.

BCBS Michigan

Borden Dairy Company

Borton and Sons Inc.

Borton Fruit

Brax

Cabot Creamery

Carolina Panthers

Cass Clay Creamery

CBS Television Stations

Chelan Fresh Marketing

Chicago Bears

Children's Hunger Alliance

Chobani Inc

Coborn’s

Cohn & Wolfe (Tom’s of Maine)

Dairy Enterprises Inc.

Daisy Brand

Dean-Mayfield

Dean-PET

Dean's Foods

Denver Broncos Charities

Deseret Management Corporation

Dole Food Company

Domino’s Pizza LLCDraft FCB Chicago

First Fruits

Food Marketing Institute Foundation

Franke Coffee Systems

Garelick Farms

General Mills

Good Search

H.J. Heinz Company Foundation

Haylor Freyer & Sons Inc.

Hewlett PackardHP Hood LLC

Hy-Vee

Interior Systems Incorporated

Iowa Farm Bureau Federation

J.S.B. Industries

Jamba JuiceKraft

LALA Gilsa Products & Services Co.

Land O’Lakes Inc.

Leprino FoodsMaryland and Virginia Milk Producers

McDonald's Twin Cities Co-op

Microsoft Minnesota Farm Bureau Foundation

Monsanto

New York Apple Sales

NFL Players AssociationNational Football League Nike

Nordon LLC

Oakhurst Dairy

PepsiCo FoundationPrairie Pizza

Quaker OatsRainer Fruit

RecyclingBin/Intercycle LLC

SAPSpecialty Equipment Sales CO

Sports Authority

Stajac Industries

Stencil Ease

Stonyfield Farm Inc.

Supervalu

TCB Manufacturing

Tennessee Athletic Association

Tennessee Titans

Tufts University

Turbana

United Health Foundation

Vanguard Charitable (SAP)

VE South L.C.

WeberShandwick

Whitecaps Community Foundation

*Bold indicates major contributor

GENYOUth Foundation Board of DirectorsThomas Gallagher, CEO, Dairy Management Inc.,Chairman

Peter Abitante, Vice President/Special Assistant to the Commissioner, NFL

Skylar Diggins, WNBA #3 Draft Pick, Tulsa Shock,Notre Dame 2x Big East Player of the Year

Patrick Doyle, President & CEO, Domino’s Pizza

Richard Edelman, CEO, Edelman

Roger Goodell, Commissioner, NFL

Carla Hall, Co-Host, The Chew; Owner, Alchemy by Carla Hall; Top Chef All-Star

Larry J. Jensen, President, Leprino Foods

Howie Long, Commentator, FOX Sports NFL;Actor; Former NFL Player & Hall of Fame inductee

Louis M. Nanni, Vice President for University Relations, University of Notre Dame

James J. Phillips, Vice President for Athletics and Recreation, Northwestern University

Jose Luis Prado, President, Quaker Foods North America

David Satcher, M.D., Ph.D., 16th U.S. Surgeon General; Director, Satcher Health Leadership Institute, Morehouse School of Medicine

Otha Thornton, President, National Parent Teacher Association

DeMaurice Smith, Executive Director, NFL Players Association

Jonathan M. Tisch, Co-Owner & Treasurer, New York Giants; Office of the President & Co-Chairman of the Board, Loews Corporation; Chairman, Loews Hotels

Lally Weymouth, Senior Associate Editor, Washington Post Company

James White, CEO and President, Jamba Juice Inc.

Derek Yach, Executive Director of the Vitality Institute and Senior Vice President of the Vitality Group

GENYOUth Health & Wellness AdvisoryCommittee Member OrganizationsAcademy of Nutrition & Dietetics and Foundation

Action for Healthy Kids

Alliance for a Healthier Generation

American Academy of Family Physicians

American Academy of Pediatrics

Feeding America

Food Research and Action Center

U.S. Department of Health and Human Services

National Association of State Boards of Education

National Hispanic Medical Association

National Medical Association

School Nutrition Association

Share Our Strength

Society of Health and Physical Educators –SHAPE America

U.S. Department of Agriculture

U.S. Department of Education

GENYOUth Health & Wellness Evaluation Committee MembersDavid Satcher, M.D., Ph.D., Chair

Connie Diekman, M.Ed., R.D.N., CSSD, LD

Joseph E. Donnelly, Ed.D., FACSM

Christina D. Economos, Ph.D.

James O. Hill, Ph.D.

Sarah M. Lee, Ph.D.

Jim Painter, Ph.D., R.D.N.

Connie Weaver, Ph.D., R.D.N.

About GENYOUth FoundationFounded through an unprecedented public-private partnership with National Dairy Council(NDC) and the National Football League (NFL) and committed to child health and wellness,GENYOUth, operating under a Memo of Understanding with the U.S. Department of Education, U.S. Department of Health and Human Services, and U.S. Department of Agriculture, brings leaders in health, education, government, and business together in a movement to help America’s youth achieve a healthier future. GENYOUth’s flagship program, Fuel Up to Play 60, is the largest health and wellness program in schools acrossthe country and currently enrolls more than 73,000 schools. Fuel Up to Play 60 encouragesyouth to consume nutrient-rich foods (low-fat and fat-free dairy, fruits, vegetables, andwhole grains) and achieve at least 60 minutes of physical activity every day. GENYOUth and Fuel Up to Play 60 empower youth to take action for their own health by implementinglong-term, positive changes for themselves and their schools. When youth take action,change can happen. For more information, visit www.GENYOUthFoundation.org.

Fuel Up to Play 60 is ©2014 National Dairy Council.® Fuel Up is a service mark of the National Dairy Council. © 2014 National Football League Players Incorporated.