Fuel Up To Play is a partnership between The National Dairy Council and the NFL. Their mission is to empower students to choose good-for-you foods and be active for at least 60 minutes every day. In 2010, the organization was looking to build community-champions in educators, elected officials and medial professionals. Newsweek developed a free-standalone edition of the magazine titled How To Build a Healthy Kid that targeted educators with advertorial Fuel Up success stories and new and archive content from the editorial staff of Newsweek. Over one million copies of the co-branded Back-to-School Guidebook were produced, as well as digital distribution through paid, owned and earned channels. To this day, the guidebook is downloaded frequently and serves as a great resource to help communities work together and continue making the Fuel Up to Play 60 movement a success. The partnership with the NFL was continued throughout the year including in-person events and editorial features featuring First Lady Michelle Obama and her Let’s Move! initiative.