CHICAGO: Bally Total Fitness has launched a yearlong initiative with the American Diabetes Association (ADA) to help raise awareness of the disease.
The two will also highlight the upsides of a healthy and active lifestyle through the ADA's "America's Walk for Diabetes," with hopes of raising $1 million for the cause.
Jon Harris, VP of corporate development, media development, and communications at Bally, called the alliance a natural fit. He added that Bally and the ADA had worked together before in local markets.
"ADA is very much looking to do what Bally does - reach as many people as possible with health and fitness messages and raise awareness of the need for diet and exercise," Harris said.
He added that the fitness company hopes to reach both the active exercisers and the "de-conditioned" market - people who have never been to a gym before - with free guest passes and by "making the gym as accessible as possible." The campaign will include strategic messaging, press outreach, and fundraising. The company also will be translating all of its materials into Spanish.
Bally will include the ADA in any press conferences and special events that it can, Harris said.
"We have a tremendous job ahead in educating our employees, customers, and partners," Harris said. "Working together, we're confident we can spread the message."
Bally's AOR, MWW Group, will help with planning and execution. Joe Cohen, senior account supervisor, will lead the seven-member team.
MWW CEO and president Michael Kempner said the agency would also work with the media at ADA events at Bally locations, as well as identify and train spokespeople. The agency will target all news media with an interest in fitness.