Client: Total Healthcare Partners, Inc.
Project Focus: Public Relations & Media Management, Advertising (direct mail, product packaging, custom collateral), Events Planning, Literary & Entertainment Publicity
Challenge - Subscribing to the philosophy that a low fat/no fat diet actually contributes to the incidence of obesity today, the client hired Russell Public to reach a national audience with its message of Total Health, a weight loss plan based on a protein-rich, favorable-carbohydrate way of eating. The plan was outlined in the client's book, Beyond Atkins.
Our Approach - Together with the client, the agency carefully planned a national public education campaign on the prevention of obesity-related diseases. This involved pitching media in targeted cities about the client's book and online weight loss products. Further, the agency developed a plan to approach food companies in an effort to raise sponsorship funds to support the costs of the campaign. A national media campaign was orchestrated, which included securing the client's appearance on Larry King Live. The segment also featured veteran TV actor John Schneider making his first public statement about his struggle with childhood obesity.
Results - The CNN appearance was so successful, the agency was able to negotiate Larry King's agreement to write the foreword for the second edition of the client's book. Russell Public was successful in raising more than $200,000 in sponsorship funds from companies including Dannon and Carbolite. The agency was also successful in inspiring Carbolite to package the client's new book together with samples of its low carb chocolate bars. This pre-pack was sold at several national grocery chains.
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