Kids Targeted In Fight Vs. Obesity

(CBS)  With childhood obesity growing at an alarming rate in the U.S., Uncle Sam has decided that knowledge about nutrition and exercise will empower kids and their parents to make wiser choices about what to eat and how much to exercise.

The National Heart, Blood and Lung Institute of the National Institutes of Health launched a campaign Wednesday seeking to teach nutrition and fitness basics.

The campaign is dubbed "We Can!" That stands for "Ways to Enhance Children's Activity and Nutrition."

U.S. Surgeon General Richard Carmona told The Early Show co-anchor Harry Smith Wednesday, "We now have 9 million children who are overweight or obese. We're starting to see children with type 2 diabetes. You never used to see diabetes in children when I was a young doctor. And we're starting to even see hypertension in children. So this has ramifications far beyond obesity itself."

He explains that "We Can!" is a "wonderful program that increases health literacy in children and parents so that children begin to start understanding at an early age how to make healthy choices, how to stay physically active. And that's reinforced by their parents."

The program uses a round so-called Disc Go-Guide, with healthy "Go" foods shown in green, and less healthy ones, referred to as "Whoa" foods, in red.

Among desserts, for instance, "whoa" foods include ice cream, commercial cakes and pies. Among the "go" items are popsicles, gelatin deserts, and puddings.

Carmon says a study shows kids are making the distinctions: "It takes a little time because you have to build in that knowledge base to them. But, once they understand that they can eat something that tastes good, that's healthy for them, you start to see them gravitate in that direction.

"In fact, I've seen children who will start advising their parents on what to purchase at the store. They'll help them read food labels!"

"It's really amazing that, once the kids start to understand it, as we increase their health literacy, they start to take control of their own lives."