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New York City High School Students Create Ad Campaign for Michelle Obama's "Let's Move!" Initiative 

Two students from the 4A’s sponsored High School for Innovation in Advertising and Media (IAM) have created and will present an integrated ad campaign for Michelle Obama’s Let’s Move! initiative at the inaugural TEDx Harlem event on March 27th at the Apollo Theater. The campaign includes a television campaign, print advertising and an app, which target teens and reinforce recreational activity and exercise as the keys to good health.

The 4A’s, the trade association that represents the advertising industry, and The Advertising Club of New York partnered with the Living Labs Foundation to showcase the students and their creative efforts. TEDx is a program of local, community-organized events that bring people together to share a TED-like experience, created in the spirit of TED’s mission, “ideas worth spreading.”

Nancy Hill, CEO of the 4A's stated, "These students represent the future of the ad industry. They're bright, digitally oriented, creative and have conceived an outstanding advertising campaign that can make the world a better place."

IAM students were first introduced to Let’s Move! during Advertising Week 2011, during which the Ad Club of New York partnered the high school with ad agency Deutsch to create the print component of the campaign. Since then, the students have expanded their idea with the hopes of getting national recognition from the First Lady herself. Their work showcases the diverse talent and potential of New York City Career and Technical Education public high schools and others like it throughout the nation.

More than 2,000 people are expected to attend TEDx Harlem events, panels and presentations during the day-long conference, and representatives from the Office of the First Lady are also expected to attend.

About the 4A's

The 4A’s (American Association of Advertising Agencies) was founded in 1917 as the national trade association of the advertising industry, providing leadership, advocacy and best-practices guidelines for some 1,200 member agencies. It also serves as the liaison to government, media, and the public sector. For more information, visit the 4A’s Web site at

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