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      Combatting obesity with a ground-breaking campaign

      Our team launched a ground-breaking national PSA campaign to encourage families to take ‘Small Steps’ toward a healthier lifestyle—achieving major news coverage in 97 of the nation’s top 100 media markets.

      Combatting obesity with a ground-breaking campaign

      With two-thirds of Americans overweight, or obese, the US Department of Health and Human Services enlisted our team to orchestrate a high-profile launch of its ‘Small Steps’ campaign— aimed at helping families take small, achievable steps toward a healthier lifestyle.

      The luminary line-up of speakers included the heads of the CDC, HHS, NIH and the Surgeon General. We designed a ‘farmer’s market’-themed event that drew more than 325 stakeholder and consumer advocacy representatives, as well as 50 reporters, for a standing-room-only crowd. For blocks leading the event, we affixed oversized footprints to the sidewalk, each highlighting small steps, such as, “Take the stairs instead of the elevator.”

      We achieved more than 120 million media impressions, including the ‘Triple Crown” of broadcast coverage—stories airing on the morning and nightly news programs of ABC, CBS and NBC. More than 250,000 visitors logged onto the campaign website within the first days.

      Client

      US Department of Health and Human Services