The Massachusetts Governor's Committee on Physical Fitness & Sports was chartered with increasing public awareness about the importance of living a healthy lifestyle by taking part in regular physical activity. Making sure that message is delivered—and listened to—statewide require a thoughtful and provocative communication program that convince citizens to engage in regular fitness-related activities.
communication objectives
- Generate statewide media exposure to heighten public awareness of physical fitness and encourage citizens to exercise
- Increase the number of “Every Body Move” grant application requests though a public service campaign
- Generate event media exposure for a celebrity “Stars & Strikes” fundraiser
elevate communications programs
- Developed a statewide public relations program to launch and promote the grant program and award recipients. It included a grassroots campaign in target markets and a “whistle stop” grant presentation tour
- Created a public service announcement television and radio campaign and held a kickoff event for the campaign at the Massachusetts State House
- Managed promotion for the Stars & Strikes celebrity bowling tournament and fundraiser, including pre-event and onsite media relations activities
elevate results
- Extensive, statewide grassroots coverage of the Every Body Move campaign
- Placed public service announcements on more than 30 radio and television stations in a heavy rotation over a three-month campaign cycle
- Generated over 30 media placements on the Stars & Strikes event in television, radio and print media
