Company: Blue Cross Blue Shield of Arizona
Agency: CKPR
Timeframe: 2004-present
We are a convenience food nation with increasingly sedentary lifestyles. These two forces working together have created a problem of mammoth proportions, and obesity is now the single greatest
threat to our population's health, according to the U.S. Surgeon General.
Nationally and in Arizona, the problem is especially prevalent in children. In fact, the rate of obesity among American kids has tripled during the past 25 years, according to the Healthcare
Intelligence Network. Today, nearly one in three children in the United States is overweight; of this total, half are considered obese. This excess fat is linked to numerous serious health
conditions, including asthma, type-2 diabetes, high blood pressure, orthopedic complications and heart disease. Childhood obesity also is affecting life expectancy. For the first time in history,
this generation of Americans is not expected to outlive its parents.
Beyond health issues, obesity has social consequences, as children face the stigma and psychological effects associated with being overweight. It's no wonder, then, that obese children and
adolescents miss an average of 4.2 days of school each month, and that they are four times more likely to experience impaired school function than their healthy counterparts.
Recognizing a growing need for resources that would help the community combat such serious health issues as obesity, Blue Cross Blue Shield of Arizona (BCBSAZ) commissioned a survey in fall
2004 to gather information about how the company could make a change. Through the survey, BCBSAZ learned that 60% of Arizonans believe their health insurance provider should help educate the public
about childhood obesity.
Taking this and national data into account, BCBSAZ - the largest health insurance company in the state - set out to build its presence as a health and wellness resource and take a leadership role
on the issue of childhood obesity through a statewide youth fitness program.
To focus its efforts, BCBSAZ and partner CKPR scoured secondary research to understand the current mindset of youth (who would become the primary program target), as well as who influences
their physical activity. Two separate studies conducted by San Diego State University and the President's Council on Physical Fitness and Sports found that parents, teachers and peers are the biggest
influences on their physical activity.
This information reinforced what BCBSAZ learned from its 2004 survey - educators are viewed as a key audience to educate the public about childhood obesity (second only to physicians). Through
primary research, BCBSAZ and CKPR learned that, despite their many time demands and obligations, teachers are eager for creative ideas to engage students in the classroom. This is especially true in
the face of budget cuts that have minimized the amount of time Arizona schools can dedicate to physical education.
With a solid understanding of the educators who would be vital conduits of the program, CKPR turned to Simmons demographic profiles to learn more about pre-teens' attitudes and lifestyles. The
data revealed that today's youth are goal-oriented and like participating in programs that are part of a curriculum. They use the Internet as a key source of entertainment and information.
Furthermore, they are rewards-driven and enjoy physical activity that is "fun." This data, partnered with a separate BCBSAZ research survey, helped narrow the age range for youth targets to fifth-
graders, ages 10 and 11.
BCBSAZ needed a multi-layered approach that would be a first step in combating childhood obesity. The program would need to be creative and edgy to capture kids' attention, while appealing to
their goal-oriented, rewards-driven mentality. At the same time, the campaign would need to attract educators' attention by emphasizing concern about childhood obesity and providing an opportunity
for immediate, actionable response.
The resulting program - Walk On! - was created as a month-long challenge to walk 10,000 steps a day, tracking progress with a pedometer and tool kit provided by BCBSAZ. Successful participants
could win one of ten iPod nanos, and all received Walk On! T-shirts.
Recognizing the vital role that educators would play - and that school districts represent a significant share of its group business - BCBSAZ worked with its sales team to identify high-population
school districts that were current or prospective customers as top targets for the program. These districts became anchor partners, ensuring strong support from a core group of schools.
Walk On! was broadly introduced through a letter to 1,100 Arizona public and charter schools, which asked principals to share details with fifth-grade teachers. The letter encouraged teachers to
visit the Walk On! Web site to order tool kits and utilize program resources that would help them, in turn, motivate fifth-graders to incorporate physical activity as part of a healthy lifestyle.
BCBSAZ further enticed educators by introducing a two-part incentive program. A contest let individual teachers earn gift cards for classroom supplies by creatively promoting Walk On! in their
classrooms (e.g., bulletin board displays, curriculum enhancement, etc.), and the school with the highest percentage of participants won a $2,500 grant.
The largest Phoenix and Tucson school districts were enlisted to introduce Walk On! to fifth-grade students at media-friendly and highly visual district-wide events. At additional large districts,
BCBSAZ presented program details and encouraged participation during district-wide principal meetings. The company also communicated details to teachers through familiar vehicles, including the
Arizona Education Association newsletter and at an Arizona Educators Foundation luncheon.
To extend credibility and reinforce its leadership, BCBSAZ and CKPR secured a proclamation from Arizona Gov. Janet Napolitano declaring February 1 "Walk On! Day" and sent a letter introducing the
program to thought-leaders in state and local government, and health care, education, and youth organizations.
BCBSAZ further strengthened awareness for the Walk On! Challenge through an aggressive media relations campaign that included targeted pitches focused on school launch events and participating
schools statewide; a commentary discussing childhood obesity and encouraging the community to take action; and a press kit introducing the program and exploring the issue of childhood obesity.
The introduction of Walk On! did bring challenges, although nearly all were the result of educators' exceptional response. The initial plan and budget called for distribution of 10,000 tool kits
(representing 13% of the state's fifth-graders). However, just five days after the Web site launched, tool kit orders exceeded supply and BCBSAZ placed a rush order for an additional 10,000 tool
kits. Even so, last-minute orders flooded the Web site and supplies were again depleted. Although it wasn't possible to order more kits before the launch, BCBSAZ responded to all queries with news
about the second phase of Walk On! and built a list of ready participants for future programming.
Response to the Walk On! Challenge surpassed expectations in every way:
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In all, nearly 19,900 tool kits were distributed, representing 25% of all Arizona fifth-graders and almost twice the goal.
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Tool kit orders spanned the entire state, with 32% in Tucson and 11% in rural communities, compared to goals of 10% and 5%, respectively.
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More than 3,300 children completed the program, representing 17% of initial registrants.
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Participants logged more than 1.2 billion steps - the equivalent of 618,000 miles.
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BCBSAZ reinforced and/or established relationships with eight target school districts.
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Media coverage appeared statewide, with 11 broadcast and 32 print placements representing more than 2.4 million impressions.
Additional, unexpected program results included teachers voluntarily initiating grassroots campaigns by sharing news of Walk On! with local media and orchestrating friendly internal challenges
between fifth-graders and the faculty; local retail chains such as Target and Wal-Mart selling out of pedometers when teachers and parents replaced lost or broken units, purchased extras and even
joined in the challenge themselves; and BCBSAZ receiving a steady flow of hand-written notes from teachers, parents and students sharing words of thanks and notes of students' success.
Ultimately, a follow-up to BCBSAZ's 2004 survey showed positive movement in the company's leadership rating as a health and wellness resource. Walk On! is now gaining traction for a second year,
and more than 40,000 Arizona fifth-graders are expected to take on the second annual Walk On! Challenge.
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This article was written for PR News' 2007 100 Top Case Studies Guidebook by BCBSAZ and CKPR executives.