Disney has recruited athlete Paula Radcliffe to front 'Healthily Ever After Week', which will see the entertainment giant offer parents bespoke digital sessions where they can share tips around family fitness and nutrition.
An extension of its recently-launched lifestyle campaign, the event will be hosted on sites such as Mumsnet and Britmums this week, as well as on the Huffington Post Parenting.
It aims to drive conversation around how families can keep active together during the half-term holiday, and there will be a social element with talks held on the Disney Mums and Disney Junior Facebook pages.
Musician and celebrity parent Sophie Ellis Bextor is to join Radcliffe on the lineup, to share her experiences on the topic.
The sessions continue Disney's commitment to health messaging, which kicked off in 2006 when the brand become the first global media firm to establish clear nutritional guidelines.
Last month, the brand turned to its most beloved characters from films such as Frozen, the Jungle Book and the Lion King to debut its 'Healthily Ever After' campaign. The drive comprised six videos demonstrating how parents could use the power of film to invoke a positive change and encourage their children to do more exercise and eat their greens.
Radcliffe, who is also an ambassador for the RunDisney half-marathon at Disneyland Paris, asserted: “As an athlete, one of my biggest passions is encouraging as many children and families as possible to be physically active and healthy, but as a mum I know how challenging that can be!
“Disney’s #HealthilyEverAfter campaign is about encouraging parents to discuss their experiences and inspiring them by showcasing fun and easy ways to weave good habits into the fabric of everyday life," she added.
Speaking with The Drum last year, Disney’s chief marketing officer for the UK and Ireland, Anna Hill, said the company wanted to be more collaborative with data around campaigns like this and "invest in understanding who our audiences are more."