As a former advertising executive and current professor of advertising, I constantly analyze advertising messages, whether they are meant for me or not. One morning this summer as I ate breakfast with my son, I caught myself contemplating his cereal box: Tony the Tiger was advising us to “get in step” and “get active!” from a box of 1/3 Less Sugar Frosted Flakes.

Several months ago, Kraft Foods Inc. announced that it would no longer advertise certain products to children under the age of 12. For a number of years, the company had evaluated health issues. Ultimately it broke ranks with other food marketers to put health issues first.

Tony the Tiger is joining a growing multimedia campaign aimed at America’s children (and their parents) to combat the national health crisis of obesity.

Adding to these corporate messages, articles about school programs for healthful food choices appeared among this season’s back-to-school ads for fashions and backpacks.

Almost 200 school representatives from around the country convened in Little Rock, Ark., this summer to launch the Healthy Schools Program.

The program, established by the William J. Clinton Foundation and the American Heart Association in an initiative called the Alliance for a Healthier Generation, includes suggestions for school districts to encourage healthful living and healthful eating practices via categories of nutrition and activity.

According to the Foundation’s Web site, “The Healthy Schools Program is designed to effect real change in schools through a criteria-based recognition program that rewards schools for creating a healthier place for students to learn.”

The Healthy Schools Program requires a school district to adopt a wellness policy and offer healthful food and beverage choices in its meal programs. Students must also take physical education and health classes and have opportunities for physical activity throughout the day, including during after-school programs. School staffs must also conduct a wellness needs-assessment.

The school districts participating in the program are located in 12 states that represent populations most at risk for childhood obesity. Iowa is not on that list. I take this to mean we should continue our own Iowa brand of healthful living: fresh air and good food.

Kraft Foods and Kellogg Co. are retooling their advertising messages. The Healthy Schools initiative is another way of getting the point across: healthful foods, healthy kids.

The Alliance for a Healthier Generation is also partnering with the child-focused TV network Nickelodeon to offer the “Let’s Just Play Go Healthy Challenge.” This multimedia effort geared to kids encourages healthier lifestyles. It uses four child role models in a series of monthly story installments. The story installments are available at www.nick.com/letsjustplay, where your children can also get kid-friendly healthful living tips or pledge to live a healthful lifestyle by signing up for their own health challenge.

Again, another way for our children to get the positive message about healthful food choices and activities, this time through entertainment.

According to the National Center for Health Statistics, 4.2 percent of children ages 6-11 were identified as obese in 1963. That figure has more than quadrupled, to almost 19 percent in 2004. Obese children tend to remain heavy into adulthood, and health issues multiply.

Health professionals don’t have to tell us about these generational changes; we see them ourselves. A recent survey by the American Obesity Association indicates that approximately one-fourth of surveyed parents say their children eat less nutritiously and are less physically active as compared with their own childhoods.

As a parent, I can appreciate messages for healthful living. Another voice saying “eat your green vegetables” surely can’t hurt. Those voices are coming from several different sources now. The food industry, the schools and media are in step together supporting this important position. Maybe their combined efforts will make the difference.

Dorothy Pisarski teaches advertising courses at Drake University.