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8/14/2019 Coalition for Greater Wellness PR Campaign - Introducing Eat Well Live Well to Wal-Mart Superstore Employees in
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743 Kimball Drive
Rochester, NY 14623
Phone: 585-475-1234
Fax: 585-475-1235
www.cgw.com
January 15, 2008
Dear Human Resource Professional,
Two of three American adults are overweight, with extra pounds that lead to diabetes, cardiovascular
disease, and other health problems. In fact, each year American companies spend billions of dollars on
health-care related expenses and disabilities resulting from preventable problems such as alcoholism, drug
addiction, smoking, obesity, high cholesterol, and hypertension. Undesired premature retirements or early
deaths due to correctable health problems should not be routinely expected in your company. A properly
organized and implemented wellness program is a logical alternative to the needless waste of valuable
human resources.
The Coalition for Greater Wellness in Rochester is striving to inform human resource professionals across
the greater Rochester area of the value and benefits of employee wellness programs. Fortunately, there are
many employee wellness-related programs and challenges designed to kick-start better exercise and eating
habits, as well as consulting firms available for more professional and customizable fitness programs that
are individual to each company. The problem is making the first stepwhich is why we strongly encourage
your company to participate in the 8-week Eat Well Live Well. Challenge.
We know people want healthy habits, but good intentions can be defeated if theyre not easy to follow
through in daily life. The gains and losses of thousands of people who have signed on for one of the
nations most innovative health initiatives just keep piling up. Pounds and inches go down, and stamina and
health improvements go up when people do the Eat Well Live Well Challenge created six years ago by
Wegmans Food Markets Inc. The Challenge asks participants to do two simple things each day for eight
weeks: report cups of fruits and vegetables eaten and steps taken using a pedometer. The Challenge is
designed to be easy, fun, and motivationalso people can stick with the changes for at least eight weeks
or, better yet, permanently. As a result, they become more aware of what they eat and how much they move
as they strive for 5 cups of fruits and vegetables and 10,000 steps a day.
Challengeparticipants arent asked to track their weight, though many employees have noticed lost pounds
or inches by the end of the Challenge, or had seen such health gains such as lowered blood pressure,
improved cholesterol readings, or relief of lower back pain. After participating in this program, my co-
workers are eating better and moving morea winning combination no matter how you count it. Why not
try the same approach at your workplace? It pays off in new friendships and measureable benefits that
many believe can even have a big impact on our health care system. Its the first step to establishing greater
wellness at your workplace. For more information or to obtain a coordinator today, visit eatwelllivewell.org
or check out the Eat Well, Live Well page of Wegmans.com. To enroll in a similar web-based challenge, at
no cost, visit takesteps.universalhealthcare.com, or visit stepup.excellusbcbs.com.
Challenge yourself!
Karyn Lewis
Public Affairs Director
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743 Kimball Drive
Rochester, NY 14623
Phone: 585-475-1234
Fax: 585-475-1235
www.cgw.com
BACKGROUNDER
The Coalition for Greater Wellness in Rochester, or CGW, is a local not-for-profit organization
dedicated to promoting healthier lifestyles for employees through health promotion initiatives at the
worksite. This organization serves as an umbrella, linking communities together into a supportive network
focused on building workplaces that are dedicated to the health of their employees. The process provides
business leaders and members with the information needed to help organizations build results-oriented
wellness programs that will help employees make better lifestyle choices, which will ultimately have a
positive impact on the organization's bottom line.
Identifying the healthcare needs of todays business professionals has become a major concern for
the Coalition. The organization has worked very closely with companies across the community to develop a
healthy worksite initiative to improve the health and wellness of employees throughout Rochester since
1995.
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743 Kimball Drive
Rochester, NY 14623
Phone: 585-475-1234
Fax: 585-475-1235
www.cgw.com
NEWS RELEASE
January 15, 2008 Contact:
FOR IMMEDIATE RELEASE Karyn Lewis, Public Affairs Director
(585) 475-1234
EAT WELL LIVE WELL CHALLENGE HELPS THOUSANDS GET HEALTHIER IN ROCHESTER
The Coalition for Greater Wellness
ROCHESTER, NYThe gains and losses of thousands of people who have signed on for one of the
nations most innovative health initiatives just keep piling up. Pounds and inches go down and stamina and
health improvements go up when people participate in the Eat Well, Live Well Challenge created six
years ago by Wegmans Food Markets Inc. Endorsed by The Coalition for Greater Wellness (CGW) in
Rochester, the Challenge asks participants to do two simple things each day for eight weeks: report cups of
fruits and vegetables eaten and steps taken using a pedometer. As a result, they become more aware of what
they eat and how much they move as they strive for 5 cups of fruits and vegetables and 10,000 steps a day.
Rochester employees who participated so far have walked a total of 2.1 million milesthats like
walking around the earth 88 timeswith the average distance covered by each person 221 miles! They also
ate 1.3 million cups of fruits and vegetables, weighing about 682,587 pounds or 341 tonsthe equivalent
of 85 hippos. The per-person average was 4.2 cups a day.
The Eat Well, Live Well. Challenge was designed to be easy, fun, and motivationalso people
could stick with the changes for at least eight weeks or, better yet, permanently. Challenge participants
werent asked to track their weight, but incidently, many employees noticed they had lost pounds or inches
by the end of the Challenge, or had seen such health gains as lower blood pressure, better cholesterol
readings, or relief of lower back pain. Some participants have even stopped smoking as a result of the
challenge.
-more-
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Page 2 of 2
Though the Eat Well, Live Well Challenge has been designed for employees, individuals who
want to do the Challenge will find everything but the pedometer on the Eat Well, Live Well page of
Wegmans.com.
The website offers this advice to individual participants:
1. Set SPECIFIC goals each day ("Today I am going to walk at least 4,000 steps).2. By using your pedometer (and the "What's A Cup?" information), you can make your goals
completely MEASURABLE.
3. Setting a goal of walking 70,000 steps by the end of week one may not be attainable.Don't sabotage yourself!
4. Be REALISTIC about your goals. If you're currently eating less than one cup of fruit/vegetables,striving for five cups isn't as realistic as striving for two!
5. TRACK your progress no matter how big or small. Even though the Challenge is a competition,continuous improvement is just as important.
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PR Campaign Planning
Introducing Eat Well Live Well to Wal-Mart Superstore Employees in Rochester
Karyn N. Lewis
Public Relations Writing 0535-464-01
Winter 20072
Associate Professor Wilma King
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importance of employee wellness. Specifically, the organization is working to promote the Eat
Well Live Well Challenge, in partnership with Wegmans Food Markets Inc., to all Wal-Mart
Supercenter Store employees in the greater Rochester area.
Background
Each year American companies spend billions of dollars on health-care related expenses and
disabilities resulting from controllable problems such as alcoholism, drug addiction, smoking,
obesity, high cholesterol, and hypertension. According to the New York State Society of CPAs,
researchers have estimated that employers spend up to 25% of their total payroll expenses in an
attempt to recover decreased productivity due to absenteeism and reduced effort relating to
controllable health problems (Violette, 1990).
Studies have clearly demonstrated that smokers, non-exercisers, and overweight individuals have
higher health-care costs and longer hospital stays. This translates into higher health insurance
premiums. According to the U.S. Center for Disease Control, more than 50% of all deaths of
people under age 65 are directly attributable to unhealthy lifestyles (Violette, 1990). The link
between heart disease, cancer, and stroke (the top three killer diseases in America today), and an
unhealthy lifestyle, is well proven.
More than 1.5 million Americans, many in the prime of their careers, suffer heart attacks each
year, and more than a third will die from them (Violette, 1990). High blood pressure, which can
lead to stroke, afflicts over 50 million Americans. Together, heart disease, hypertension, and
stroke result in the loss of 29 million workdays each year. Undesired premature retirements or
early deaths due to correctable health problems should not be routinely expected. A properly
organized and implemented wellness program is a logical alternative to the needless waste of
valuable human resources.
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The Eat Well Live Well Challenge is an 8-week program designed by Wegmans Food Markets
Inc. to encourage employees to wear a pedometer each day to count their steps and keep track of
how many cups of fruit and vegetables they eat each daywith the goal of reaching 5 cups and
10,000 steps a day. Participating companies can compete among each other or internally by
departments or teams.
Violette, J. A. (1990, Dec). Employee wellness is good business. The CPA Journal. Retrieved
January 8, 2008, from The CPA Journal Online: http://www.nysscpa.org/cpsjournal
Benefits. An effective wellness program benefits businesses as well as the individuals
participating. Some improvements include: reduced insurance premiums, fewer debilitating
accidents, reduced employee turnover, reduced employee absenteeism, increased productivity,
increased employee satisfaction and motivation, an enhanced community reputation due to the
firm's commitment to employee wellness, a favorable recruiting tool, and an overall enhanced
quality of life for employees both on and off the job.
Arguments.We can't afford it A more appropriate statement may be A business can't afford
not to. Maybe a business can't afford an elaborate in- house fitness facility. But at whatever level
it can afford, an investment in wellness costs far less than the loss of valuable and perhaps
irreplaceable people to preventable disease or injury.
No other similar size company is doing it. Successful companies are often innovators.
Participation will be low. That hasn't been the case for businesses in other industries, regardless
of size. Experience shows that employees want to participate, and will, if the program is properly
implemented. Among other things, this means top management support, concern, and
involvement.
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It's noneof our business. Adverse lifestyles and their consequences cost this country billions of
dollars each year, and employers pay a very large share of these direct and indirect costs. But
more than the money, it is the right thing to do if a company truly cares about its employees.
Simply sending them a memo instructing them to keep fit doesn't work.
AUDIENCE
Key Public
Human resource professionals and employees of Wal-Mart Supercenter stores in the greater
Rochester area, including:
Wal-Mart Supercenter Store #1619
1200 Marketplace Drive
Rochester, NY 14623
(585) 292-6000
Wal-Mart Supercenter Store #2859
2150 Chili Avenue
Rochester, NY 14624
(585) 429-9640
Wal-Mart Supercenter Store #3280
1490 Hudson Avenue
Rochester, NY 14621
(585) 266-2000
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GOALS & OBJECTIVES
Organizational Goal
To enhance awareness of overall health and wellness among Wal-Mart Supercenter store
employees in the greater Rochester area.
Communication Program Objectives
Objective #1:
To increase employees physical activity by increasing the number of steps they take each day
through the tracking of a pedometer.
Objective #2:
To promote healthy eating through behavior change by challenging employees to increase the
number of cups of fruits and vegetables they consume each day, which they also keep track of on
a daily basis.
ACTION STRATEGIES
Policy
Wegmans Food Markets Inc. has developed an information website designed to aid companies in
partaking in the Eat Well Live Well Challenge with tips and resources, as well as tools for
progress reporting and tracking. While this online system is not yet ready for individual
customers, individual companies may join and participate under certain terms and successful
registration. Prior to signing up, each company must determine the company hierarchy for
subdivisions and team structure before teams can be invited to join. Company leaders help to
spearhead the challenge within a company or organization by encouraging the companys team
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leaders and participants to have fun while establishing healthier habits.Company Leaders invite
Team Leaders, who then invite Team Members to partake in the challenge.
Additional Research
A public opinion survey may be useful prior to the implementation of the Eat Well Live Well
Challenge awareness campaign to ensure there is sufficient interest in greater employee health
and wellness among Wal-Mart Supercenter store human resource professionals and employees in
the greater Rochester area.
Branding
The Eat Well Live Well brand slogan and logo is a trademark of Wegmans Food Markets Inc. and
cannot be used without Wegmans Food Markets Inc. permission and approval.
Arrangements
No prior arrangements outside of registration through Wegmans Eat Well Live Well website are
necessary for participation in the Eat Well Live Well Challenge.
COMMUNICATION STRATEGIES
Big Idea
Whether an individual employee is competing against others or just trying to improve their
overall health and wellness, the goal is to gradually increase the steps they take each day until
they reach the ideal of 10,000. Participation is free and easy to set up. The eight-week Eat Well
Live Well Challenge only requires participants to wear a pedometer each day to count their steps,
and to keep track of how many cups of fruits and vegetables they eat each day. Individuals can
enter their information on the Eat Well Live Well website to keep track of their progress and
compete among teammates and even other companies.
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TACTICS/TASKS
Use a series of publications and methods of mass communication to reach Wal-Mart Supercenter
store human resource professionals and employees in the greater Rochester area. The goal is to
encourage employees of the Wal-Mart stores to take interest in the Eat Well Live Well program.
These publications can include letters via direct mail and e-mail, as well as personal
confrontations between area health officials and area Wal-Mart Supercenter store officials and
newsletters in local newspapers and TV news stations and announcements on local radio stations.
BUDGET
Because the Coalition for Greater Wellness in Rochester is a not for profit organization, all
funding is by donation or in partnership with Wegmans Food Market Inc.
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