The Dannon Company, Inc. yesterday, April 25, announced the launch of a new campaign to help Californians Live Your Active Culture, to support and motivate families stateswide to enjoy a balanced diet and find fun, physically active ways to bring everyone together. The campaign, which will be in full swing beginning in May, consists of five key components: encouraging families to take a pledge to make healthy food choices and include physical activity; a partnership with soccer legend Mia Hamm; a partnership with and donation to the California State Parks Foundation (CSPF); a Dannon mobile tour; and an ongoing, interactive program that provides families with support and rewards for making healthy choices.
Dannon recently conducted a survey of 1,000 moms in California to measure their health and wellness interests and aspirations. The survey revealed that only 26 percent of California moms consider their lifestyle to be healthy or very healthy, and only 40 percent consider the same of their kids’ lifestyles. To provide an easy way for families to actively make a commitment to their well-being, Dannon created the Live Your Active Culture pledge and accompanying website, Dannon.com/liveyouractiveculture.
The pledge starts with a week-long commitment to three simple steps—provide a wholesome, nutritious snack for my family every day; add more occasions of 30 minutes of fun physical activity; and bring the family together for a nutritious dinner. Once participants take the pledge either online or at the Dannon mobile tour, they will immediately gain access to a collection of tools, fitness tips, nutritious recipes, fun events, rewards and savings on Dannon products.
Dannon has partnered with soccer superstar and mother of twins, Mia Hamm, who will be making special appearances throughout California to spread the word and encourage families to take the pledge toward better health and nutrition. By taking the pledge, families can also feel good about helping communities across California, as Dannon is committing a minimum donation of $50,000 to CSPF and will double that donation to a total of $100,000 if 500,000 pledges are reached by October 31.
The fourth component of the Dannon Live Your Active Culture campaign is the Dannon mobile tour, which is traveling throughout California to fairs, festivals, events and retail locations from now through October 2011. The tour will feature select appearances by Mia Hamm, a variety of Dannon products to sample and offer fun activities for the whole family, such as a green screen photo booth and prizes.