The government, sports and entertainment stars, schools and food companies are all getting involved in this new effort against childhood obesity.
Michelle Obama is urging parents to take charge of their children's diets:
"No matter how much they beg for pizza, fries and candy, ultimately they are not, and should not, be the ones calling the shots at dinnertime," Obama says.
She promised that Washington will help, with $10 billion for healthier school lunches and snacks in vending machines:
"It's not as if you stop selling junk food at school everyone's just going to become skinny," said high school student Sean Reilly.
The campaign includes $400 million to bring supermarkets with fresh produce to every neighborhood in seven years and twice as many awards for the President's Physical Fitness Challenge. Dozens of pro-athletes are promoting it.
There's also a new task force to come up with a childhood obesity action plan in 90 days.
"We face a medical and moral imperative to rescue our children's health," said Dr. Judith Palfrey with the American Academy of Pediatrics.
The private sector's hitting it from all angles: Pediatricians will measure body mass index at checkups and hand out prescriptions for good health.
The beverage industry's promising to put calorie counts on the front of sodas and vending machines.
And companies that supply school lunch food say they'll cut down the fat, sugar and salt, and double fresh produce.
But not everyone's on board.
"There are fat children who are doing great with things, and we would like to see this very same discussion be about health and not weight," said Debra Burgard with the National Association to Advance Fat Acceptance.
The White House says it's about preventing disease: One-third of the nation's children are overweight.
The campaign also includes an independent foundation to monitor whether these efforts are working.