Memphis and Shelby County has ranked in the bottom 10% of most polls and studies as it relates to health, healthy eating, exercise, healthy living and life altering disease management and prevention.
The Carter Malone Group (CMG) proposed to Blue Cross Blue Shield a number of campaigns and they decided to present the “The Healthy Church Challenge” and an Obesity Summit to address the cause and effects of such an unhealthy way of life. Both programs were designed to address both body and soul through area faith based organizations. CMG was responsible for branding, collateral, recruitment, public relations, media relations, advertising, sponsors, volunteers and community partners.
West Tennessee churches were recruited to register to participate in the weight loss program which lasted 9 weeks and culminated with the Obesity Summit. Each church had a coordinator and weigh-in events featured a fitness instructor, a nutritionist, and other health-related entities. The summit was an opportunity to present ways to be healthy and stay fit after the Challenge. BCBST awarded a first, second and third place prize to the appropriate church team that had the greatest percentage of weight loss. This event is approaching its third year. CMG won the PRSA Memphis VOX Best In Show for Campaigns for this project.
Our report of earned broadcast, print and online placements returned more than 150 placements on local and regional network affiliates (ABC, CBS, FOX, NBC) for a promotional value that exceeded $100,000.