--- title: Michelle Obama: It's Time to 'Fight Back' Against Unhealthy-Food Ads description: New campaign will counter unhealthy-food ads aimed at kids canonical: https://time.com/3725306/michelle-obama-unhealthy-food-ads-fnv/ author: Maya Rhodan article:opinion: false article:content_tier: free article:published_time: 2015-02-27T02:30:52.000Z article:modified_time: 2026-02-22T04:46:12.523Z article:section: Politics og:title: Michelle Obama Says It's Time to 'Fight Back' Against Unhealthy Food Ads og:description: New campaign will counter unhealthy food ads aimed at kids og:url: https://time.com/3725306/michelle-obama-unhealthy-food-ads-fnv/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt739bcafb6dfaf27a/6987815c0b72e376de6dde81/gettyimages_87992859.jpg?branch=production&width=469&quality=75&auto=webp&crop=16:9 og:image:width: 469 og:image:height: 264 og:image:alt: 87992859 og:type: article twitter:card: summary_large_image twitter:title: Michelle Obama Says It's Time to 'Fight Back' Against Unhealthy Food Ads twitter:description: New campaign will counter unhealthy food ads aimed at kids twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt739bcafb6dfaf27a/6987815c0b72e376de6dde81/gettyimages_87992859.jpg?branch=production&width=469&quality=75&auto=webp&crop=16:9 ---  # Michelle Obama Says It's Time to 'Fight Back' Against Unhealthy-Food Ads > Sponsored content. 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It explains the politics, personalities and power dynamics behind the headlines, three times a week. #### Where can I get analysis of Washington politics by email? D.C. Brief is TIME's free Washington politics newsletter, available at time.com/newsletters. It is written by a TIME senior correspondent who covers the capital full time. #### Who writes TIME's D.C. Brief? Philip Elliott, a senior correspondent at TIME, writes D.C. Brief. #### Is D.C. Brief free? Yes. D.C. Brief is free at time.com/newsletters. by [Maya Rhodan](https://time.com/author/maya-rhodan/) ## Maya Rhodan Feb 27, 2015 2:30 AM UTC  Classic cheeseburger Classic cheeseburger David Bishop Inc.—Getty Images by [Maya Rhodan](https://time.com/author/maya-rhodan/) ## Maya Rhodan Feb 27, 2015 2:30 AM UTC This week marks five years since First Lady Michelle Obama launched the Let’s Move campaign, which sought to reduce childhood obesity and get kids eating healthier. She’s taken aim at school lunches and encouraged more activity and water consumption. Now she wants more pushback on unhealthy-food advertisements aimed at kids — and celebrities are on board to help. “If folks are going to pour money into marketing unhealthy foods,” she [said](http://www.politico.com/story/2015/02/michelle-obama-flotus-enlists-stars-produce-push-115556.html) at an event Thursday in Washington, “then let’s fight back with ads for healthy foods, right? Let’s do this.” Obama spoke at the Partnership for a Healthier America Summit, where the organization announced the launch of FNV, a marketing campaign laser-focused on branding fruits and vegetables (hence the name “FNV”) as cool to youth. The Partnership for a Healthier America, known as PHA, was created in conjunction with the First Lady’s Let’s Move campaign in 2010, though the organization is independent from the White House. A PHA [statement](http://ahealthieramerica.org/media/news-releases/) released Thursday details how the campaign will feature appearances from actresses Kristen Bell and Jessica Alba, athletes Stephen Curry and Cam Newton and more. “FNV was inspired by big consumer brands, whose tactics are relentless, compelling, catchy and drive an emotional connection with their products,” said PHA CEO Lawrence A. Soler in a [statement](http://ahealthieramerica.org/media/news-releases/). “We want to do the same thing for fruits and veggies, which have never had an opportunity to act like a big brand. 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