Wal-Mart, Sesame Workshop Launch Military Outreach
Wal-Mart Stores have enlisted Elmo and his pals as part of a project to help young children in military families deal with the stresses of life in the armed services.
As part of a nearly $1 million donation from Wal-Mart, Sesame Workshop— educational arm behind Sesame Street— develop a program to help military families manage stressful situations associated with the service, including parents’ deployment, frequent relocation and reunions after a long absence.
Under the project, which launches in July, Wal-Mart and Sesame Workshop will create DVDs, online and print materials targeting children and adults of the U.S. Armed Services, National Guard and Reserves. Sesame Workshop will distribute 125,000 kits in English and Spanish, which will include a DVD starring characters from Sesame Street’s the Muppets and print guide and poster for children, parents and caregivers. Kits will be available at schools, child-care centers, family support centers and other organizations that serve military families.
“Wal-Mart has a long history supporting our troops and their families,” said Betsy Reithemeyer, VP, corporate affairs and executive director of the Wal-Mart and Sam’s Club Foundation, in a statement. “We are proud to be a part of a program that will provide important resources to the children of our servicemen and servicewomen who bravely serve our country and defend our freedom.”
A bilingual PSA and online content will also be available. The project will be based on Sesame Workshop’s initiative You Can Ask, a program developed in response to the Sept. 11th terrorist attacks. The program, funded by the Federal Emergency Management Association (FEMA) and the New York State Office of Mental Health, uses Sesame Street characters to encourage children to cope with stressful situations. It also offers parents and caregivers information on who to identify signs of stress and tips on how to communicate with their children.
