Obesity Summit
MEDIA RELATIONS AND EVENT PLANNING
Governor Schwarzenegger’s California Health, Nutrition and Obesity Summit
CHALLENGE
Raise Awareness of and Begin Providing Solutions to the Growing Youth Obesity Epidemic in California
In 2005 Perry Communications Group (PCG) was retained to conduct stakeholder outreach and media relations activities for the California Health, Nutrition and Obesity Summit sponsored by Governor Schwarzenegger and First Lady Maria Shriver. A major goal of the campaign was to raise awareness of California’s obesity epidemic and identify solutions to the problem.
SOLUTION
Engage Corporations to Make a Commitment to Help Encourage Healthy Eating and Physical Fitness
PCG contacted major corporations conducting business in California and asked them to undertake initiatives to promote healthy eating and lifestyle habits. This included top restaurant and fast food chains, food and beverage manufacturers, entertainment venues and fitness outlets. Their initiatives would be promoted at the California Health, Nutrition and Obesity Summit in Sacramento which featured the Governor and California First Lady Maria Shriver, Lance Armstrong, Dr. Phil McGraw, Dr. Mehmet Oz, and restaurateur Alice Waters, among others.
PCG also conducted media outreach to promote the event and its participants, and coordinated event day activities.
RESULT
Corporations Join in the Effort to Address California’s Obesity Epidemic, Widespread Media Coverage Carries the Message, Long Term Programs are put into Place to Influence Change
Corporations including El Pollo Loco, 7-Eleven, Brenden Theaters, 24-Hour Fitness, Ruiz Foods, and Westfield Corporation undertook major health-related initiatives to promote healthy living in California – including offering healthier food choices at their stores, creating employee health programs and encouraging youth to exercise.
The Summit was covered by local, state, national and international media – including a live interview with Maria Shriver on the Today Show.
As a result of the Summit, corporations operating California continue their commitment to health and wellness today. Education to encourage youth activity and physical fitness lives on through the Governor’s Council on Physical Fitness and Sports and the Governor’s Challenge.
