When the Canadian Chiropractic Association wanted to encourage Canadians to be more active and build awareness of chiro and the CCA, they turned to High Road. To support its integrated communications approach and its website (www.fitin15.ca), we led an online outreach program to raise awareness and encourage Canadians to incorporate more physical activity into their daily routine.

To do so, we identified 15 online influencers, and asked for their participation in the Fit-in-15 Challenge—they needed to add 15 minutes of physical activity into their daily routine and tell the world about it online. Influencers were given a gift pack to give away to their readership or community, which included an iPod Shuffle and an iTunes gift card), and encouraged them to challenge their networks to try the Fit-in-15 program.

The selected influencers created 60 blog posts, which generated 188 comments, and 80 tweets, which reached about 40,000 followers. Based on influencer encouragement, 34 additional participants joined the program, which resulted in a variety of content posted on blogs, and photo and video sharing sites across the Web.