NEW YORK — Nickelodeon, the number one kids' entertainment brand and basic cable's top-rated network with kids and adults, launched Let's Just Play, a national multimedia campaign and grassroots effort to get kids more physically active and encourage more positive, healthy and playful lifestyles.

Nickelodeon's Let's Just Play, in partnership with Boys & Girls Clubs of America, will employ public service announcements, celebrity endorsements, community events, partnerships and grassroots efforts to reinforce the pure value of play and to challenge community infrastructures to support re-investment in recreational resources for kids.

“Play is the center of everything kids love, and yet, today the combinations of the latch key phenomenon, increased academic pressures, limited community resources and the elimination of after-school programs have lead to kids being less active with their leisure time,” said Cyma Zarghami, executive vice president and general manager, Nickelodeon. “At Nick, we believe we can affect change in a positive way for kids.”

Nickelodeon began airing the first series of PSAs targeted to kids that celebrate the sheer joy of play by suggesting ways for kids to get more physically active. In addition to being a multimedia effort including Nickelodeon on-air, online and magazines, Let's Just Play will have a local community component, Let's Just Play Across America events. The campaign will culminate in a nationally televised prime time event this fall on Nickelodeon.