The national campaign of LazyTown, many municipalities, companies, institutions and the government of Iceland to promote the strength and health of Icelandic families, starts today. The project, called Orkuátak 2006, will run from February 1 to March 1, 2006 with the slogan: “Activate the energy of future generations.” It is based on the same basis as the Energy Campaign that LazyTown hosted in October 2003 which won the Nordic Health Award.
The 2006 Energy Campaign can be divided into three main components: the Energy Book, a promotional campaign and television programs that are specially produced to support the Energy Campaign and will be shown on TV during the campaign in February.
Energy books have been sent to all children in Iceland born in 1998, 1999 and 2000, free of charge. At the same time, Energy Books will be sold at cost price at Hagkaup supermarkets and in Íslandsbanki branches all over the country so that everyone who wants can participate in the campaign. Each Energy Book (Orkubók) comes with an ID and password that gives access to the project’s website, www.orkuatak.is. There you can access various information as well as fill out the Energy Book electronically.
Encouraging families who fill out the Energy Book on the web provide a huge amount of fun information. For example, it was recently revealed that children in Akureyri ate 15% more vegetables than children in Garðabær. The names of those who fill out the entire Energy Book on the web will be listed and the lucky winner will win a trip with Icelandair to the Euro Disney theme park, for the family, says the press release.
The Energy Campaign will be well-publicized in all major media. TV commercials will be made where families are encouraged to actively participate in the campaign. Advertisements will also be published in newspapers and on the radio.
LazyTown will produced powerful TV show episodes, each about 15 minutes long. A third of each episode is directly dedicated to the campaign, where the sports world and the residents of LazyTown discuss the campaign and encourage citizens to participate. Two-third of each episode then go to a dynamic competition where kids from every quarter of the country compete in fast-paced puzzles.
What is the Orkuátak (or Energy Campaign)?
The Orkuátak was an initiative of LazyTown in cooperation with municipalities and advertising partners, which was first carried out in October 2003 and repeated in February 2006. It consists of three parts: Orkubókin or The Energy Book, Orkusíðan or The Energy Page on the internet and the TV format Orkuboltinn or The Energy Ball.
Orkubókin (The Energy Book)
The most defining element of the Orkuátak is the Orkubókin, which was sent to all children of the participating counties born in the years 1997-1999 when it was first published.
In addition, younger and older children who also wanted to take part could buy the book for 499 ISK (about six euros) in supermarkets. The second edition in 2006 was only available in stores (ISK 699, approx. EUR 8), and children who were customers of the cooperating Islandsbanki received a free Latibaer shirt. Taking both editions together, a total of 21,000 copies were produced.
For 28 days, in this book children had to document how they eat, with the help of their parents. For each day there is a row of empty places in which the attached stickers can be stuck. There are ten points for each sticker, additional points can also be earned by brushing your teeth, tidying up, exercising and going to bed early. Points are deducted for the consumption of sweets and lemonades. The points are counted together and added to the points already earned from the previous days.
At the beginning of the four weeks, the child and parents sign a contract that grants the children a (free) wish if a previously agreed total number of points is reached at the end of the month. Depending on how many points are achieved, there is also a proud congratulation from Íþróttaálfurinn (Sportacus), an appreciative praise that you are on the right track or a “Þú ert í vandræðum” (= You are in trouble – the same expression as in the TV series).
Orkusíðan (The Energy Page)
After successful registration in the book, the energy points could also be entered online on Orkusíðan (orkuatak.is). In addition to background information on nutrition and the campaign itself, children could download autograph cards, coloring pictures and screen backgrounds from the site and listen to or watch songs and videos from the series.
In addition, all participating children entered a competition in which the most successful part of the country was sought. For this purpose, Iceland was divided into four regions according to the cardinal points. A trip to Euro Disney in Paris was raffled among all participants (regardless of the number of points achieved).
Orkuboltinn (The Energy Ball)
At the same time as Orkusíðan, Orkuboltinn was broadcast on television twice a week (Mondays and Fridays at 6.40 p.m.; eight episodes in total), in which teams of two from the four parts of the country competed against each other in sports competitions (in a game without borders) to determine the Icelandic champion.
The program was hosted by Siggi seti (Ziggy) and Goggi mega (Pixel), the external hosting was provided by children. The competitions were presented as particularly fun and exciting by the LazyTown characters, and they highlighted the importance of a balanced diet (especially íþróttanammi = Sports Candy) as a foundation for athletic performance. There were also references to the Orkusíðan and the Orkubókin.
(summery by LazyPooky)
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