Blue Cross and Blue Shield of Arizona is challenging fifth graders in its state to walk 10,000 steps each day in February.

The company is trying to persuade children in the state to exercise more, to fight the growing incidence of childhood obesity, according to Arizona Blue, Phoenix.

Arizona Blue is helping to organize a month-long Walk On! Challenge in February.

Arizona Blue is providing pedometers for participating children and giving the school with the highest percentage of successful participants a $2,500 grant for a fitness-oriented activity, the company says.

Children who walk 10,000 steps every day in February will be eligible to win one of 10 digital audio players.

Arizona Blue is expecting 33,000 fifth-graders from 360 elementary schools to participate.

Gov. Janet Napolitano, a Democrat, has declared that Feb. 1, the first day of the challenge month, will be Walk On! Day.