Motivating teens to be active can be difficult,

Motivating teens to be active can be difficult, but the Centers for Disease Control and Prevention’s Youth Media Summer Program is aiming to do so with a campaign from Saatchi & Saatchi in New York that incorporates TV ads and an interactive mobile effort. In the spots, directed by Swedish collective Stylewar, mobile phones come to life and race away from their owners. Ads urge teens to text message “8372” or “Verb,” or go to www.8372.com to get a variety of messages, from contests and promotions to live webcasts with celebrity athletes. One 15-second ad will break May 23 with 15- and 30-second spots to follow over the summer. “Kids are spending less time outdoors, so Verb is all about getting them out there,” says chief creative officer Tony Granger. Other creatives on the spots include svp, general creative director and art director Paul Kwong and vp, associate creative director and copywriter Glen Levy.