Designed to tackle childhood obesity, NFL Play 60 is national youth health and fitness campaign that brings together the NFL's long-standing commitment to health and fitness with an impressive roster of partner organizations— Action for Healthy Kids, Ad Council, American Heart Association, National Dairy Council, Nickelodeon, United Way, and the U.S. Department of Health and Human Services. NFL Play 60: The NFL Movement for an Active Generation will focus on the health and wellness of young fans by encouraging them to be active for at least 60 minutes a day. In additional to national PSAs and online programs, Play 60 is also implemented locally, as part of the NFL's in-school, after-school and team-based programs, from youth football to the Play 60 Challenge. The Play 60 Challenge is an in school curriculum sponsored by the National Football League, American Heart Association and locally by the American Dairy Association & Dairy Council, Inc.'s Fuel Up to Play 60 campaign. The Jets launched the initiative in 2006 and Brad Smith along with Wallace Wright serve as spokespeople.