ada

Challenge:
Among the pro-bono work BK Public Affairs offers, one of the most exciting projects its members have contributed to was the American Diabetes Association and Fruit2O “Small Changes, Lifelong Results” campaign. Members of BK Public Affairs volunteered to help the local the ADA chapter win a donation of $20,000 dollars. The goal of the campaign was to encourage ADA supporters to make healthy lifestyle pledges on the Fruit2O Facebook page. For every pledge made on behalf of the Cincinnati/Kentucky ADA Chapter, Fruit2O would donate one dollar to help fight diabetes. ADA chapters recruiting more than 15,000 pledges would receive an additional $15,000 for a total donation of $20,000.

Solution:
A plan to execute the campaign came together quickly and included an online social media outreach as well as an event to draw attention to the campaign. The team sent Facebook notices to friends and local groups asking them to make a healthy pledge. We emphasized the epidemic of diabetes in Kentucky, the need for healthy living to combat that disease and how easy it was to contribute to the campaign and give back saying “a minute of your time will donate a dollar to your local ADA.” A strong social media outreach strategy gave us a good base of support to put on a local event to gather pledges. The team then partnered with Qdoba and managed a booth outside of their downtown Louisville location handing out free Fruit2O to the thirsty lunch crowd in exchange for pledges. Pledgees were also encouraged to enter a drawing to win several prizes including gift cards donated by local restaurants. Qdoba not only offered space for the event but they also handed out samples, coupons, and t-shirts to help draw a larger crowd. There was also an ADA representative available handing out information about ADA’s annual Step Out Walk to Stop Diabetes.

Impact:
The online outreach and local event paid off when we received word that our local ADA Chapter had reached its goal of 5,000 pledges. Our efforts had resulted in a $20,000 donation to the Louisville ADA and help spread awareness of how living a healthy and active lifestyle can help postpone or prevent complications association with diabetes.