Managing weight and staying healthy is one of the most difficult challenges to face. To help fight the obesity epidemic, we teamed up with Celebrity Fit Club's Dr. Ian Smith to create the 50 Million Pound Challenge. The extensive 360º marketing program included grassroots outreach, celebrity influencers, all branding design, integrated advertising campaigns and large scale community events.
The event marketing series launched on the National Mall in Washington D.C. and continued to a total of 15 cities, attracting dozens of celebrities and community leaders — and audiences in the thousands. Event headliners included Steve Harvey, LeBron James, Patti LaBelle, Common, Yolanda Adams and dozens of others.
The 50 Million Pound Challenge earned press from People Magazine, The Washington Post and many other media channels. Most importantly, millions of Challengers got a lot of support, a lot healthier and a lot happier.
