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Obama says her busy schedule in the next couple of years will reflect her commitment to the cause. Last week, she started by filming the campaign's first public service announcement, a direct message to parents.

"I know from my own experience," Obama says. "I would move heaven and earth to give my kids all the chance in the world for them to be at the top of their game in every way, shape and form. Let's Move operates under the principle that every family wants the same thing for their kid. So we're going to figure out how to make it easier for them to get it."

That casual, down-to-earth approach as the mother of two girls has earned her higher approval ratings in the polls than her husband's since he took office.

In an interview about the childhood obesity campaign, she wears gray slacks and a lavender sweater, the kind of everyday outfit that works for her whether she's hula-hooping with schoolchildren on the South Lawn or visiting federal agencies to thank employees for their hard work.

The issues she's addressing are serious, but she says she will keep it conversational. "The tone, hopefully, that I approach this, is one that is inclusive, and not judgmental — and helpful."

'A no-downside issue'

Political observers say it's the right kind of campaign for a first lady who wants to make a difference but wants to be careful not to delve too far into policy the way Hillary Rodham Clinton did with health care when her husband held the presidency.

"Childhood obesity is a no-downside issue," says Boston University journalism professor Elizabeth Mehren, who has written extensively about political spouses. "It's something that mothers can connect to, so it fits in with her 'first mom' agenda."

At the same time, "it's a back-door connector to that very pressing issue for her husband: health care."

Others also applaud her choice, saying it goes beyond previous campaigns such as Nancy Reagan's anti-drug effort and Laura Bush's literacy push.

"First ladies have taken on issues in the past, but this is different because childhood obesity is such a pressing public health concern," says Margo Wootan, director of nutrition policy for the Center for Science in the Public Interest, a consumer advocacy group. "Interest in nutrition is at an all-time high, and there is a lot of concern about the health and financial effects of obesity.

"All the stars are aligned for her to make an impact."

Boston pediatric endocrinologist David Ludwig, one of the researchers who showed obesity may shorten kids' lives, says: "We can't just decry childhood obesity while continuing to condone junk food advertising aimed at young children and underfunding school lunch and physical education programs. What the first lady can do is help give momentum to that effort in a way few other people can."

An ambitious plan

The campaign will begin the way many government efforts do: with the appointment of a federal task force that will give government agencies 90 days to figure out what they plan to do to help.

Obama's office already has lined up commitments from mayors, business leaders, grocery store owners, school lunch suppliers, non-profit groups, retailers and foundations.

Other elements of the plan, several of which will need approval in Congress because they require new funding or offer tax breaks, include:

•The American Academy of Pediatrics will encourage its 60,000 members to check the body mass index (BMI), a number that takes into account height and weight, of all children at every checkup, and to give every child a kid-friendly prescription with suggestions for healthy, active living at those visits, says Judith Palfrey, president of the academy. The group had been working on the idea, and the campaign "was the magic moment to roll it out with the blessing of the first lady," she says.

•$400 million in tax credits and other incentives to get grocery stores to move into "food desert communities" where people don't have access to major grocery stores and have to rely on corner markets, convenience stores and hybrid gas stations that may charge more and have fewer healthful choices. It will also get fresh foods into smaller stores.

•A new foundation made up of existing foundations and groups to monitor the campaign.

•$25 million for schools to renovate their kitchens to replace deep fryers with equipment needed to store more produce and serve more nutritious food.

•$10 billion over 10 years for the Child Nutrition Reauthorization Act. Some of the money would be used to provide free and reduced-priced school meals for a million more children a year and to help schools serve more nutritious foods.

Agriculture Secretary Tom Vilsack says he's encouraging schools to "focus on community gardens and school gardens, which can provide additional supplies."

Healthful eating at school is important: About 31 million kids eat lunch at school every day, and 11 million eat breakfast. Overall, kids consume about 30% to 50% of their calories in school. Reports from the Institute of Medicine, which advises Congress on health and science, recommend booting junk foods out of schools and making dramatic changes in school meals.

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