Blue Cross and Blue Shield of Kansas City Commits $7 Million Over Five Years to Combat Childhood Obesity

Kansas City, MO September 28, 2011

For further information, contact:
Susan M. Johnson
816.395.3566
Susan.Johnson@BlueKC.com

Realigns Community Investment Funding to Focus on Healthy Kids with Key Partners

KANSAS CITY, MO, September 28, 2011 – Blue Cross and Blue Shield of Kansas City today announced its commitment to invest $7 million over five years to help Kansas City's children and families lead healthier lives. This broad initiative partners Blue Cross and Blue Shield of Kansas City with other key Kansas City organizations, like the Chiefs and the YMCA of Greater Kansas City, to create educational opportunities and instill healthy behavioral changes in children and their families.

"One out of every three children in our community today is now overweight or obese, and this places them at a much higher risk of health complications throughout their lives. As the wellness leader in Kansas City, we want to make a difference for the kids in our community," said David Gentile, President and Chief Executive Officer of Blue Cross and Blue Shield of Kansas City. "We're realigning current community investment funding to more effectively focus on the issues affecting our community, chief among them is the health of our children. With September being National Childhood Obesity Awareness Month, we knew the time was right to launch this significant initiative."

This initiative is a key component of the company's new Health Promotion strategy, which targets unique opportunities to address children's health and obesity already within the community, while also developing new opportunities to educate and empower families to live healthier lives. Addressing children's health issues early ensures they get the help they need to live full, happy and healthy lives. Most importantly, all efforts will measure outcomes in order to determine effectiveness of programs and to aid in decisions moving forward.

Jim Heeter, President and CEO of the Greater Kansas City Chamber of Commerce, said, "We commend Blue Cross and Blue Shield of Kansas City for their leadership role in the fight against childhood obesity. They're putting words into action, and their efforts will only help Kansas City become a healthier community."

In another strong show of commitment to the health of Kansas City's children, the company has hired a Director of Health Promotions, Dawnavan Davis, Ph.D., to more fully leverage Blue KC's resources and commitments into effective programming. Ms. Davis comes to Blue Cross and Blue Shield of Kansas City from the University of Chicago, where she was the Director of Community-Based Health Research and Programs and an Assistant Professor.

Several healthy programs have already begun under the company's new Health Promotion strategy:

YMCA Healthy Families, Powered by Blue KC – Blue Cross and Blue Shield of Kansas City is partnering with the YMCA of Greater Kansas City on a brand new Healthy Families program, which educates parents and children on nutrition, physical activity and the lifestyle choices they make. With hectic schedules, tight budgets and the popularity of video games and other electronics, families struggle to be active and make healthy food choices. Families with at least one child between the ages of 9 and 16 are invited to work with a professional health coach free of charge for a total of 12-class sessions to get everyone in the family to achieve a healthy life balance. The program is currently available at the Olathe Family YMCA, Cleaver Family YMCA in Kansas City, Mo., Providence YMCA/Ball Family Center in Kansas City, Kan., and Platte County Community Center South in Parkville, Mo. The companies plan to expand the program to more locations in early 2012.

"We've seen the health of children and adults deteriorate in our community, and through this program, we'll change lives not only by improving health, but also by building the confidence of kids and empowering families to be healthy now and in the future," said David Byrd, President and CEO of the YMCA of Greater Kansas City. "It fits perfectly with our efforts to make the community stronger through youth development, healthy living and social responsibility, and to ensure that all in the community have the access to the resources they need to be healthy."

Chiefs Sports Lab powered by Blue KC – In August, the Chiefs announced Blue Cross and Blue Shield of Kansas City as presenting sponsor of the Chiefs Sports Lab, kicking off a brand new season for the Chiefs Sports Lab, now powered by Blue KC. School children will enjoy a trip to the Sports Lab, where they will learn the importance of physical activity, eating right and safety. At-risk children will be identified, and their families will be invited to participate in the YMCA's Healthy Families program, offering an even higher level of intervention and education.

"Blue Cross and Blue Shield of Kansas City shares our commitment to the Kansas City community, and we are excited to have them as the presenting sponsor of the Chiefs Sports Lab," Chiefs Chairman and CEO Clark Hunt said. "The Chiefs Sports Lab was designed to teach children about the importance of sound nutrition and physical fitness and to give them the tools to build a foundation for a healthy lifestyle. We are honored to partner with Blue KC to expand the impact of the Sports Lab to our youngest fans and their families."

Physician Toolkit for Preventing Diabetes and Childhood Obesity – Blue Cross and Blue Shield of Kansas City worked with Blue Plans nationwide to develop this resource for physicians to make it easier for them to talk with parents about childhood obesity and its prevention. This toolkit is being distributed to pediatricians and family practice physicians in the Kansas City area.

Blake Williamson, M.D., Vice President and Chief Medical Officer of Blue Cross and Blue Shield of Kansas City, said, "The best action against childhood obesity is prevention. We want to reach kids and parents early with our messages and engage them before they become overweight. For those children and families already at risk, the YMCA's Healthy Families program, along with our other partnership programs, will provide valuable information to help families get healthy and stay that way."

Blue Cross and Blue Shield of Kansas City has always put a priority on Kansas City's children and families, helping to offer community wellness initiatives, programs and partnerships that bring education and resources to community organizations also committed to bettering the health of Kansas City residents. For example, Blue Cross and Blue Shield of Kansas City has supported Mid-America Head Start initiatives that teach kids the importance of daily physical activity. The company also underwrote a KCPT series called Generation XL, which addresses the challenges schools face in battling childhood obesity. It helped bring PE4life, a program promoting the importance of daily physical activity, to area school districts and sponsored the city's Beans and Greens program, which brings healthy food options to "food deserts" within the city's urban core.

In May 2010, a special White House Task Force on Childhood Obesity completed its report titled "Solving the Problem of Childhood Obesity Within a Generation." The statistics were sobering: one in three children is overweight or obese; one-third of children born in 2000 will develop diabetes; and the current generation is on track to have shorter life spans than their parents. In addition, an estimated $3 billion in direct medical costs are incurred each year as a result of childhood obesity.

Some Statistics*:

• One in every three children (31.7%) ages 2-19 is overweight or obese.
• Obese children are more likely to become obese adults.
• Obesity among adults has more than doubled since 1976 and more than tripled among children and adolescents in that same period.
• One third of all children born after 2000 are expected to develop diabetes during their lifetime.
• Heart disease and asthma are also much more common among obese children than non-obese children.
• Obesity rates are highest among non-Hispanic black girls and Hispanic boys.
• The current generation of children is on track to have a shorter lifespan than their parents – they are the first generation to achieve this "notoriety."
• Adult and childhood obesity also presents substantial economic costs. Obese adults incur an estimated $1,500 more per year in medical costs than normal weight adults. Nationally, medical spending on adults that was attributed to obesity is approximately $140 billion annually and growing.
• Nationally, an estimated $3 billion in direct medical costs are incurred each year as a result of childhood obesity.
• More than 1/4 of all Americans ages 17-24 are unqualified for military service because they are too heavy, and have presumably been too heavy through their childhood.

* "Solving the Problem of Childhood Obesity Within a Generation," White House Task Force on Childhood Obesity, May 2010

About Blue Cross and Blue Shield of Kansas City

Blue Cross and Blue Shield of Kansas City, the largest not-for-profit health insurer in Missouri and the only not-for-profit commercial health insurer in Kansas City, has been part of the Kansas City community since 1938. Blue KC provides health coverage services to nearly one million residents in the greater Kansas City area, including Johnson and Wyandotte counties in Kansas and 30 counties in Northwest Missouri. Blue Cross and Blue Shield of Kansas City is an independent licensee of the Blue Cross and Blue Shield Association. For more information on the company, visit its website at www.BlueKC.com. Our mission: to use our role as the area's leading health insurer to provide affordable access to health care and to improve the health and wellness of our members.

About YMCA of Greater Kansas City

With a focus on youth development, healthy living and social responsibility, the YMCA of Greater Kansas City is committed to strengthening communities. The Y engages men, women and children – regardless of age, income or background – to nurture the potential of children and teens, improve the nation's health and well being, and provide opportunities to give back and support neighbors. With a history of serving the Kansas City area since 1860, the Y has the long-standing relationships and physical presence not just to promise, but also to deliver, lasting personal and social change. Visit www.KansasCityYMCA.org for more information.

About the Chiefs Sports Lab powered by Blue KC

Located inside of Arrowhead Stadium, the Chiefs Sports Lab powered by Blue KC is a destination for students of all ages. It features hands-on and interactive computer activities promoting the importance of being active in your daily life, good nutrition, and healthy living. This one-of-a-kind educational center aligns with the Missouri Grade Level Expectations (GLEs) and Kansas Standards, Benchmarks and Indications (SBIs) in Science, Physical Education and Health. Visit http://kcchiefs.org/sportslab for more information.

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