These were snapped yesterday. The event was being co-sponsored by EA’s Madden 2011, so I don’t know what says about promoting physical activity.
Here’s more about the campaign:
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NFL PLAY 60 is the NFL Movement for an Active and Healthy Generation, encouraging kids to play for 60 minutes every day in order to tackle childhood obesity. Through in-school, afterschool and team-based programs and partnerships with like-minded organizations, the NFL wants fans to Join the NFL PLAY 60 Movement. PLAY 60 appears throughout NFLRUSH.com, the NFL’s official website for kids, so kids can do what they love – play games and follow their favorite NFL teams – while being reminded to get active every day! [Source]