Fit Fab & 50

For Dairy Australia, The Reputation Group developed the Fit, Fab & 50 Challenge, aimed to motivate mid-life women to take positive actions to prevent osteoporosis. 

Mid-life women fail to meet the minimum recommended dietary intake of dairy foods. The Challenge’s aim was to turn good bone health actions into ongoing habits, including women increasing their daily dairy consumption. Women who signed up for the Challenge received expert advice and helpful resources in a daily email over the 7-day Challenge.

To promote the Challenge, TRG recruited eight Australian influencers from gourmet chefs and dieticians to exercise gurus. A partnership was also developed with Jean Hailes for Women’s Health.

Supported by extensive media publicity, blogger influence and stakeholder engagement, almost 3, 000 women participated in the Challenge. A post-campaign survey showed more than 75% had increased their dairy food consumption with 76% indicating that they continued to consume more dairy four weeks afterwards. Fit Fab & 50 won best health campaign of the year in the 2016 Victorian PRIA Award of Excellence.