The “Fit, Fab and 50” Challenge encouraged women 50+ to take actions for bone health during Healthy Bones Action Week.
The goal was to turn these actions into ongoing habits. Women who signed up for the Challenge received expert advice and resources in a daily email over the 7-day Challenge. Supporting Challenge activities included community engagement, blogger engagement, issues management, a new website, social media and media publicity.
To promote the Challenge, we recruited eight leading Australian influencers from gourmet chefs and dieticians to exercise gurus. Additionally, a partnership was developed with leading women’s health organisation, Jean Hailes, utilising their lead endocrinologist Sonia Davison as a key media spokesperson.
The Challenge generated significant consumer participation of nearly 1,500 signing up and resulted in more than 650 pieces of media coverage. The initiative is now an ongoing activity for Dairy Australia.