Launched in January 2011, the cross-platform online campaign is anchored at www.everybodywalk.org and combines short films, an upcoming documentary feature, a website property, social networking presence and media partnerships with multiple entities in the non-profit and corporate realm.
At the centerpiece of the website is a series of short video vignettes featuring average Americans and motivational stories about how walking has changed their lives and lifestyles. The videos on Every Body Walk! are intended to be shared with family, friends, neighbors, colleagues and anybody else. The project will culminate in a 30-minute documentary on the health benefits of walking.
Funny or Die Exclusive “The West Wing” Reunion
We teamed up with Funny or Die to create a unique way to spread the word about Every Body Walk! Tapping into the appeal of the well-known Aaron Sorkin “West Wing”-style “walk and talk,” Rigler Creative reunited cast members from the hit show to film a humorus and informative PSA about walking. Martin Sheen, Allison Janney, Dulé Hill, Joshua Malina, Melissa Fitzgerald and William Duffy participated in the spot that was an instant success.
The PSA had its worldwide premiere at a party during Digital Hollywood, which gave a preview to the media and digital content producers in attendance. At launch, the video created a whirlwind of social media buzz, hundreds of press hits online, in print and on TV–all which ultimately expanded the reach and message of the campaign.
Additionally, Rigler Creative launched a companion Walk & Win sweepstakes, which got thousands of entries and doubled the campaign’s Facebook fans.
An Award-Winning Campaign
This year, Every Body Walk! won Best Health & Wellness Digital Initiative for Consumers at the The Medical Marketing and Media Awards. Additionally, The Walking Revolution, a documentary by Every Body Walk! received an honorable mention at the PR Daily’s Nonprofit PR awards.
In 2012 and 2013, Every Body Walk! won multiple kudos in Ragan’s Health Care PR & Marketing Awards. The campaign took top honors in the following categories:
2013 Best Use of QR Codes
2012 Best Fitness or Health Campaign
2012 Best Headlines/Blurbs
2012 Best Public Service Announcement (honoring “The West Wing” reunion Walk and Talk PSA)
See the full list of winners and nominees here.
In 2012, the Every Body Walk! campaign earned top honors in the 2012 PR Daily Awards Fitness/Health Campaign category for its grassroots public awareness campaign about the health benefits of walking. And the following year, it received the 2013 PR Daily Award for Best Use of Video in its Walk-And-Talk Collaboration with Funny or Die!
An article about the announcement said: “Every Body Walk! was steps ahead of others in its category, thanks to its frequently updated interactive website, its mobile app and strong, evolving presence on Facebook, Twitter, YouTube and Meetup, its interaction at a number of national conferences, a flash mob, a walk-to-school day, an award-winning Rose Parade float, and more.
In an attempt to reverse the trend of 70 percent of Americans living a sedentary lifestyle, the campaign seeks to get people walking 30 minutes a day, five days a week—alone or with others.
Unique visitors to the Every Body Walk! website number in the hundreds of thousands, with visitors spending about 2.5 minutes each, while Facebook fans and Twitter followers continue to grow.
With minimal branding, but tremendous reach, Every Body Walk! is creating a national conversation and setting the stage for a documentary about the benefits of walking. We wouldn’t be surprised if it’s a “winner,” too.”
To see a complete list of nominees and winners go to the PR Daily website.
In August 2012, the Every Body Walk! campaign was nominated as a PR News’ Digital PR Awards finalist.
The finalists of the Digital PR Awards set the industry benchmark for excellence across all areas of digital PR. Finalists represent those organizations that took risks, made tremendous strides and understand the power of digital communications in public relations.
Every Body Walk! 2013 Walking Summit
Furthering its partnership with Kaiser Permanente, Rigler Creative helped to create the first Walking Summit in 2013. This meeting of national and local leaders sparked a series of inspiring conversations and sessions on how the nation might build capacity, develop strategies, increase momentum and showcase best practices to increase investments in walking and walkability.
To spread the word about walking, we had to go where the walkers were. So we got social. The Every Body Walk! campaign’s exclusive videos, news, inspirational messages and more are shared to tens of thousands of users through all major social media outlets, including Facebook, Twitter, tumblr, Google+ and Pinterest. Videos are also shown on dedicated YouTube and Vimeo channels.
Additionally, a monthly newsletter goes to thousands of dedicated Every Body Walk! users who have taken the Walking Pledge and partners who help spread the word about the benefits of walking.
Messaging is tailored to each platform, and all outlets point back to the main information hub at www.everybodywalk.org.
Teaming Up With a Network of Partners
A vast and growing network of partners spanning organizations, companies, energized bloggers and governmental agencies are helping to spread the message. Partners and blogs are spotlighted on the Every Body Walk! site and connect with us via social media. Partners often share our information or embed our videos on their sites and blog and share on Facebook, re-tweet and more, furthering the reach of the campaign.
The partnerships are reciprocal, as the Every Body Walk! campaign helps gets the world out about like-minded organizations and their efforts.