In what is shaping up to be this generation’s version of Nancy Reagan’s “Just Say No” campaign to fight the war on drugs, today Michelle Obama launches her much anticipated initiative to fight the war on childhood obesity. The program is simply called “Let’s Move,” an actionable name that speaks volumes about the goals of the first lady and the organization. It is the first lady’s goal to wipe-out childhood obesity in a generation, a necessity to preserve the health and wellness of our youngest Americans. A startling stat shared by Michelle is that this is the first generation that will not live as long as their parents.

Frightening.

During a launch interview with USA Today, the first lady made it clear why using Let’s Move as a catalyst to stop childhood obesity was vitally important.

“The statistics are clear and they are shocking, and I have cited them again and again: One in three kids in our nation today are (overweight or) obese, and that figure increases for African-American and Hispanic children,” she said.

What do you get when you combine the forces of the United States Department of Agriculture (USDA), the National Dairy Council (NDC) and the National Football League (NFL)? A powerhouse team of knowledge, muscles and nutrition.

On September 17, Agriculture Secretary Tom Vilsack announced that the USDA will partner with the NDC and the NFL on their new youth-led health and wellness program, Fuel Up to Play 60. The program, launching to more than 60,000 schools nationwide this fall, will empower youth to take charge of their own health by being more active and eating healthier foods as well as improve the overall health of their school environment and community.

The program is open to all children and participation is quite simple: