The Medical Marketing and Media Award for “Best Health & Wellness Digital Initiative for Consumers” recognizes digital initiatives and apps offering consumers information, tools, education or promotion in the non-medical, health-and-wellness space. Includes mobile and tablet apps, measurement and tracking tools, online video, etc.
Rigler Creative and Kaiser Permanente
Every Body Walk!
Every Body Walk! is public awareness campaign that touts the health benefits of walking to motivate people to walk 30 minutes a day, five days a week.
Outstanding results were garnered on a $500,000 budget, including Facebook reach of more than 2 million; more than 1.3 million unique website visitors; nearly 200,000 app downloads; and more than 100,000 YouTube video views.
“Excellent initiative,” said one judge. “It’s well-packaged and results are huge.”
“The Walking Revolution” documentary is the campaign centerpiece. It aired during primetime on Dec. 7, 2013, on an Atlanta NBC affiliate station and also reached more than 95,000 online viewers.
EverybodyWalk.org includes a blog by ambassador physician Bob Sallis, video stories about people walking and more.
The free mobile app tracks time and distance walked and calories burned and allows for easily sharing on social media channels.
“City Walk,” a show created in partnership with a public TV station and its national satellite affiliate, has reached more than 2.5 million viewers.
The campaign also included release of results of a walking study in conjunction with the 2013 Walking Summit in Washington, D.C.
A second judge noted the campaign fulfills a great need and applauded the team for great execution, engagement and research.