Magazine Empowers Readers to Help Fight Domestic Hunger; Program Presented by Unilever;
Elizabeth Banks, Joel McHale, Kerry Washington Among Celebrities to Lend Their Voices to Nationwide PSA
– Register Online at RUN10FEED10.com –
NEW YORK, NY, JULY 23, 2012: Women’s Health announced today the launch of RUN 10 FEED 10, a new signature national marketing platform created in partnership with the FEED Foundation to motivate the brand’s nearly 13 million readers and consumers nationwide to help fight domestic hunger through a unique running event series. This fall, Americans who register to run a 10K race in one of 11 markets with Women’s Health will instantly provide 10 meals for people in need within their community. In collaboration with the FEED Foundation, an organization founded by philanthropist and social entrepreneur Lauren Bush Lauren, Women’s Health is launching a new way for runners to make a difference.
“When Women’s Health saw the growth in the philanthropic fitness trend, we knew we could make a difference and inspire action with a platform that would bring marketers and consumers together in an innovative way,” said Laura Frerer-Schmidt, publisher of Women’s Health. “RUN 10 FEED 10 is a platform that redefines magazine events in this industry and is rooted in action: The more people who run with us, the more meals will be provided to help fight domestic hunger. We’re proud that Unilever signed on as our presenting sponsor to join our fight to help the 49 million Americans who go hungry every day.”
The flagship 10K event, one of 11 nationwide events in the series, will be held in New York City on Sunday, September 23, 2012, starting and ending at Pier 84 at Hudson River Park. Social media is a critical part of RUN 10 FEED 10—as participants cross the finish line, social posts about the cause and their donation of 10 meals will appear on their Facebook and Twitter pages, generating viral awareness of the initiative across the country. With a strong social media following—Women’s Health has more than 1.3 million followers across its social media outlets—the event will engage readers socially as well as in a live format.
The initiative has garnered tremendous pro bono support from the entertainment community. Celebrity talent, including Elizabeth Banks, Kristen Bell, Joel McHale, Kerry Washington, Allison Williams, and Leelee Sobieski, appear in a national PSA to raise awareness and encourage consumer participation. To accomplish this, Women’s Health has partnered with CrowdRise, a leading micro-fundraising site founded by Edward Norton. Named a “Top 25 Best Global Philanthropist” by Barron’s, CrowdRise is a unique blend of online fundraising, crowdsourcing, social networking and incentives designed to modernize the way people give back. The PSA can be seen at RUN10FEED10.com, WomensHealthMag.com and Crowdrise.com/WomensHealthRun10Feed10.
Additionally, Women’s Health will be holding a 10 City Challenge, a series of 10K events in an additional 10 markets across the country, including Atlanta, Austin, Boston, Chicago, Cincinnati, Denver, Los Angeles, Miami, San Francisco, and Seattle (see schedule below).
Consumers can also participate by plotting a course in their own cities on WalkJogRun.net and running their own 10K. WalkJogRun.net enables the program to operate virally and at a national scope, bringing it to every city in the country. The website and mobile app (available on iTunes) together enable everyone, everywhere, to map a 10K route and participate.
Each person who registers will get a limited-edition FEED bag designed with the RUN 10 FEED 10 logo. Everyone is also encouraged to fund-raise for the cause by going to CrowdRise.com/WomensHealthRUN10FEED10. The FEED Foundation will work with local food banks and organizations to distribute the total meals raised via RUN 10 FEED 10.
The 2012 10 City Challenge locations and dates are as follows:
- Atlanta, October 13
- Austin, October 13
- Boston, September 29
- Chicago, September 23
- Cincinnati, October 6
- Denver, September 29
- Los Angeles, October 13
- Miami, September 29
- San Francisco, October 6
- Seattle, October 6
For more information regarding RUN 10 FEED 10, please contact:
Bethridge Toovell, Senior Director, Communications, Bethridge.Toovell@Rodale.com, 212-573-0214
Maria Bolognese, Associate Director, Communications, Maria.Bolognese@Rodale.com; 212-573-0380
About Unilever North America
Unilever is one of the world’s leading suppliers of fast moving consumer goods with strong operations in more than 100 countries and sales in 180. With products that are used over two billion times a day around the world, we work to create a better future every day and help people feel good, look good and get more out of life with brands and services that are good for them and good for others. In the United States and Canada the portfolio includes brand icons such as Axe, Becel, Ben & Jerry’s, Bertolli, Breyers, Caress, Consort For Men, Country Crock, Degree, Dove personal care products, fds, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Motions, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q-Tips, Ragu, Simple, Skippy, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemmé, Vaseline, and Wish-Bone. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America—generating over $9 billion in sales in 2011. For more information, visit www.unileverusa.com or www.unilever.ca.
About The FEED Foundation
The FEED Foundation is dedicated to supporting programs and organizations that are effectively working to fight hunger and eliminate malnutrition throughout the world. Co-founded by Lauren Bush Lauren, the Foundation was started to supplement the efforts of its retail partner, FEED Projects, in raising valuable
funds for school meal programs and other hunger initiatives. The FEED Foundation partners with organizations such as the United Nations World Food Programme, UNICEF, DonorsChoose.org, and local food banks in the United States to provide meals, nutritional supplements, and education. As of 2011, the FEED Foundation and FEED Projects have provided nearly 60 million free, nutritious school meals to children around the globe.
For more information on the FEED Foundation, please visit www.thefeedfoundation.org and get updates via Twitter (@FEEDProjects) and Facebook (FEED Projects).
CrowdRise is a fundraising site dedicated to the idea that raising money for charity and giving back has got to be fun. CrowdRise’s custom-built platform and game mechanics provide fundraisers, charities and events with a unique way to raise the most money for their causes and share compelling philanthropic stories with their personal networks. The site lets anyone turn their friends into an active base of donors for any cause.
In 2011 CrowdRise topped Mashable’s list of “Most Innovative Crowdfunding Platforms” and was named a “Top 25 Best Global Philanthropist” by Barron’s. CrowdRise was founded by actor and activist Edward Norton, producer Shauna Robertson, and the founders of Moosejaw, Robert and Jeffro Wolfe.
Thousands of charitable organizations, events, celebrities and everyday donors have made CrowdRise their philanthropic base for giving back.
About Women’s Health (www.womenshealthmag.com)
Women’s Health is the must-have action plan for today’s modern woman. From beauty to style to fitness, Women’s Health propels our nearly 13 million consumers into action, providing the motivation and the inspiration for them to make instant, positive changes in their lives.
Launched in October 2005 and published 10 times a year by Rodale Inc., Women’s Health has quickly grown into a multimedia brand that includes branded books, mobile applications, and renowned events. With 16 international editions that cover 28 countries to reach more than 10 million readers every month, Women’s Health is the fastest-growing international women’s magazine in the world today.
Named the 2011 ASME National Magazine Award winner in the General Excellence category in Fashion, Service, and Lifestyle, Women’s Health has garnered important industry accolades, including the #2 spot on Adweek’s 2010 Hot List and the #1 spot on its 2008 “10 Under 50” Hot List. Advertising Age also named Women’s Health its Magazine of the Year in 2009 and gave the title the #2 spot on its 2008 A-List.