In Iowa, obesity nearly doubled between 1990 (12.8%) and 2002 (22.9%). Rural areas, like Iowa, tend to have a higher prevalence of obesity and are difficult to reach with health promotion efforts. The Iowa Department of Public Health, Iowa Games, and Iowa State University Extension deliver Lighten Up Iowa, a friendly team competition promoting physical activity and fruit/vegetable consumption. In 2003, Lighten Up Iowa reached 1,400 teams (12,000 Iowans in 99 counties) that logged 2.6 million miles of physical activity and lost 23.5 tons of weight. Pre- and post-surveys indicate significant (p<0.05) increases in physical activity and fruit/vegetable consumption.