Best Fitness or Health Campaign

Kaiser Permanente steps ahead of the rest with ‘Every Body Walk!’

See how this health care organization integrated an ongoing health campaign from coast to coast, using elements as impressive as a video featuring “The West Wing” cast and a Rose Parade float.

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Every Body Walk! takes top honors in the Best Fitness or Health Campaign category of Ragan’s Health Care PR and Marketing Awards for 2012. The campaign is Kaiser Permanente’s effort to raise awareness about the health benefits of walking and reverse the trend that has 70 percent of adults living a sedentary lifestyle.

 

We congratulate the Kaiser Permanente team that collaborated on the winning effort: Patrice Smith, David Mays, and Holly Potter.

Every Body Walk! is open to everyone, with a simple, but direct message—walking for 30 minutes a day, five days a week can improve overall health. The health care system began work in January 2011, building partner relationships and identifying events, conferences, and other opportunities to spread its message, and creating an editorial calendar with monthly campaign activities.

Here are just a handful of the ways the campaign is reaching people: an interactive and inspiring digital media campaign at everybodywalk.org; a mobile app; walking maps, walking tips, articles, and motivational video vignettes; a walking flash mob; a track walk with 3,000 walkers at NASCAR; a Rose Parade float; Every Body Walk! Week in Washington, D.C., to coincide with the United Nations Summit on noncommunicable diseases; and a public service announcement (PSA) with “The West Wing” cast, including actor Martin Sheen.

In the first month, the PSA had nearly 500,000 views. At the time of contest entry, everybodywalk.org had more than 600,000 unique visitors. The campaign’s social media platform includes Facebook (6,300 fans), Twitter (30,000 followers), YouTube, and Meetup.

There was no question that Every Body Walk! stepped far ahead of the pack in its quest for our Best Fitness or Health Campaign award.

To view the winning campaign, click here.

View More Health Care PR And Marketing Awards 2012 Winners.

Visit Ragan.com/Awards to learn more about awards opportunities.