The Boston Celtics’ Paul Pierce – aka “The Truth” – is concerned about the rate of childhood obesity in this country. One-third of American kids are either overweight or obese.

Pierce sat down with theGrio to talk about launching his Truth On Health Campaign to encourage children to lead active and healthier lifestyles. The seven-time NBA All-Star will personally oversee the program’s main component, FitClub34.

The program aims at getting 10 to 14-year-olds from New England and eventually across the country to make a one-year pledge to eat healthy and engage in 60 minutes of daily physical activity. FitClub34 provides monthly challenges, healthy recipes and reward-based incentives for kids who participate in the program. Children can sign up to be a part of FitClub34 at www.paulpierce.net.