POUND FOR POUND CHALLENGE
Through a national partnership between Feeding America and the TV show The Biggest Loser, TV viewers were challenged to get motivated to lose weight and give back to the community at the same time. For every pound they pledged, their local food bank received a $.14 donation.
With the help of former Biggest Loser contestants, I led the effort for the Regional Food Bank of Oklahoma’s local marketing campaign. It was a huge success and made a big impact on the state.
How big of a success?
Winner of Biggest Loser, Danny Cahill
$10,000 grant for marketing excellence
Our food bank was one of ten in the Feeding America network to win a $10,000 grant for excellence in marketing surrounding the Pound For Pound Challenge.
Biggest Loser Contestants Amanda & Neill Harmer
Over $7,000 raised locally
In our local market, 1,616 of our constituents pledged to lose 51,189 pounds. With a donation of $.14 per pound pledged from the Pound For Pound Challenge, the Food Bank received another gift in the amount of $7,166.
Winner of Biggest Loser, Danny Cahill
A truckload of food from General Mills
For the pledges received from our market, General Mills also donated a truckload of sweet peas and green beans, which helped to provide 27,620 meals to those in need.
Here’s how we did it
“Challenge Champions”
Found local Biggest Loser contestants that helped promote the challenge in our market.
Press release
Sent out a press release about the challenge and included an offer for media outlets to interview the former Biggest Loser contestants.
Media interviews
Booked local TV, radio and print interviews for the Biggest Loser contestants, who then discussed the Pound for Pound Challenge.
Blogs
Published 10 blogs on Blog@Hunger that included tips on how to stay on track for the pledge.
Social media
Consistently shared updates and messages from The Biggest Loser and Feeding America about the challenge.
Signage
Posted signs about the pledge to let food bank volunteers know how they could get involved in the challenge.