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Discovery Health Channel: National Body Challenge

Challenge

Discovery Health Channel’s “National Body Challenge” brought its own challenge to RLM: Amid the glut of weight loss/life transformation programs, how would they stand out among the media? DHC had excellent promotional components for the National Body Challenge, but needed RLM’s help in garnering much-needed press coverage that would encourage the public to participate in the 2005 National Body Challenge and also boost ratings for the series.

Tactics

RLM developed a media strategy for National Body Challenge that leveraged the channel’s brand name value and added key health messaging. The plan encompassed regional press in select markets, and national print and broadcast outlets.

To establish serious buzz about National Body Challenge among consumers and the press, RLM worked with Discovery Health Channel to drive media and the public to the seven center-court “weigh in” events held at malls in Chicago, Seattle, Tampa, Phoenix, San Diego, Atlanta and Washington D.C., which kicked off the 8-week series. RLM issued media alerts to news outlets in each market both before and after the events, while maintaining aggressive follow-up with national magazines and broadcast outlets. Placements for the center court mall events included several wire stories, TV Guide and the Tony Danza Show.

RLM also capitalized on the talents’ dramatic and inspiring stories of life transformation, which provided excellent pitch angles, to set up interviews with local magazines, newspapers and broadcast outlets through the 8-week run of the program.

Results

The 2005 National Body Challenge was a success! Over 380,000 Americans participated, and RLM secured on-message placements in national and regional newspapers, magazines and broadcast outlets, reaching almost 25 million people in the United States. Coverage included: