LIVEWELL COLORADO

Get Movin’ Challenge

Advertising

Public Relations

In an effort to motivate the Hispanics throughout the state to build a healthy lifestyle through physical activity, The Idea Marketing developed an integrated marketing campaign that included TV, mobile, public relations, media, community outreach and collateral creation. Our objective was to create awareness about the challenge and invite the Latino community to be active 30 minutes a day for 30 days.

We developed a linked TV and mobile campaign. In the TV spot, we promoted the mobile platform where potential participants could obtain information about the challenge. The mobile campaign also allowed us to create a database of people interested in being healthier. On top of this, we were able to maintain continuous communication with participants to keep them motivated throughout the challenge.

We also engaged in public relations initiatives to receive free exposure and create a viral effect through word of mouth and social media. This included PSA’s, editorial space in newscasts and radio interviews, just to name a few. More than 80 health related organizations across the state became our ambassadors and helped us to reach out to their clientele. Furthermore, we enrolled key community leaders and media personalities for them to use their Facebook, Twitter, and Instagram platforms to create awareness, attract more participants, and help the Hispanic community to stay motivated throughout the 30 days.

For two consecutive years we helped make the “Get Movin’ Challenge” a success as our efforts helped LiveWell Colorado to sign up almost 15,000 participants during the first two editions of the challenge.