CBC's Live Right Now Brings Families Together and Offers Canadians the Chance to Help Those in Need
Feb 19, 2013
Meals together more often can make a difference as Live Right Now
strives to share 100,000 meals across the country
Having successfully inspired Canadians to come together and live healthier lives for the past two years, LIVE RIGHT NOW continues to pave the way towards healthy living for an exciting third year. CBC is thrilled to have Loblaw Companies Limited be a part of this unique multiplatform initiative for a third consecutive year, and delighted to welcome Dairy Farmers of Canada to the table, to help achieve the shared goal of making healthier choices for Canadians each day.
To launch 2013, LIVE RIGHT NOW is asking Canadians to Bring Healthier Home and share a collective 100,000 meals. Canadians are encouraged to sign up online at LiveRightNow.ca and register the meals they share with the people they love; for every meal pledged online, CBC will feed a family in need thanks to the generous support of Dairy Farmers of Canada, Loblaw Companies Limited and our partnership with Food Banks Canada. Canadians can track the progress of the campaign by visiting LIVE RIGHT NOW's website to watch the meal counter get closer to the goal, plate by plate!
CBC's LIVE RIGHT NOW is looking forward to shining the spotlight on the health of our country for a third year. In 2011 LIVE RIGHT NOW set the Million Pound Challenge and Canadians rose to the challenge by pledging to lose 1.6 million pounds. Last year when LIVE RIGHT NOW searched for the LIVE RIGHT NOW Capital of Canada, Canadians rallied around their communities and Edmundston, NB came out on top, winning a $100,000 natural playground. This year, LIVE RIGHT NOW's program seeks to engage Canadians all year long, with seasonal themes, activities and goals.
The program will continue to combine CBC's reach on television, radio and online with the power of Loblaw's iconic food brands - President's Choice® and PC® Blue Menu™ - and Dairy Famers of Canada, towards a simple but important goal: to inspire Canadians to eat together more often and change the health and wellbeing of our country.
"We are so pleased with the impact and success LIVE RIGHT NOW has achieved since its inception two years ago, " said Julie Bristow, Executive Director of Studio and Unscripted Content, CBC. "This year's goal will surely touch Canadians like never before. We couldn't be happier to have Loblaw as a returning partner and are excited to welcome our new sponsor Dairy Farmers of Canada. And of course the support from our friends at Food Banks Canada help make it all possible. "
"As Canada's largest retailer, we take seriously our role in empowering customers to make healthier choices," said Uwe Stueckmann, SVP, Marketing, Loblaw Companies Limited. "We are delighted to again be partnering with CBC for the LIVE RIGHT NOW campaign as this program is a great way to motivate Canadian families to live healthier lives."
"Eating together as a family is key to developing healthier food habits in children," said Nathalie Savoie, Assistant Director, Nutrition, Dairy Farmers of Canada. "Dairy Farmers of Canada is proud to partner with LIVE RIGHT NOW to help Canadian parents become role models by eating more vegetables and drinking milk with meals."
The hub of the program is LIVE RIGHT NOW's online platform - a user-friendly interactive website that will engage Canadians and offer tools and resources for healthy living, including daily tips and challenges, blog posts from health professionals, helpful tools like a new meal planner, along with recipes, videos, social networking and more. As in previous years, LIVE RIGHT NOW programming will be featured on Canada's favourite daytime shows such as STEVEN AND CHRIS, BEST RECIPES EVER and IN THE KITCHEN WITH STEFANO FAITA - along with customized vignettes and additional integrations featuring the President's Choice® brand - and across RADIO-CANADA platforms.
CBC is proud to work with Canada's leading national health and wellness organizations on the LIVE RIGHT NOW Advisory Board to provide Canadians with health information, support and inspiration they can trust: Active for Life, Breakfast for Learning, Canadian Diabetes Association, Canadian Obesity Network, Dietitians of Canada, Heart and Stroke Foundation, ParticipACTION and YMCA Canada. Canadian Living also returns as a magazine and digital partner.
CBC/Radio-Canada is Canada's national public broadcaster and one of its largest cultural institutions. The Corporation is a leader in reaching Canadians on new platforms and delivers a comprehensive range of radio, television, Internet, and satellite-based services. Deeply rooted in the regions, CBC/Radio-Canada is the only domestic broadcaster to offer diverse regional and cultural perspectives in English, French and eight Aboriginal languages, plus five languages for international audiences. In 2011, CBC/Radio-Canada celebrated 75 years of serving Canadians and being at the centre of the democratic, social and cultural life of Canada.
About Food Banks Canada
Food Banks Canada is the national charitable organization representing the food bank community across Canada. Our Members, Affiliate Member food banks, and their respective agencies serve approximately 85% of people accessing emergency food programs nationwide. Our mission is to meet the short-term need for food and find long-term solutions to reduce hunger. Please visit www.foodbankscanada.ca
for more information.
About Loblaw Companies Limited
Loblaw Companies Limited, a subsidiary of George Weston Limited, is Canada's largest food retailer and a leading provider of drugstore, general merchandise and financial products and services. Loblaw is one of the largest private sector employers in Canada. With more than 1,000 corporate and franchised stores from coast to coast, Loblaw and its franchisees employ more than 135,000 full-time and part-time employees. Through its portfolio of store formats, Loblaw is committed to providing Canadians with a wide, growing and successful range of products and services to meet the everyday household demands of Canadian consumers. Loblaw is known for the quality, innovation and value of its food offering. It offers Canada's strongest control (private) label program, including the unique President's Choice®, no name® and Joe Fresh® brands. In addition, the Company makes available to consumers President's Choice Financial® services and offers the PC® points loyalty program.
About Dairy Farmers of Canada
Run for farmers by farmers, Dairy Farmers of Canada (DFC) is the voice of Canadian dairy farmers. DFC works to promote quality Canadian dairy products made from 100% Canadian milk as part of a healthy balanced diet. The Registered Dietitians at DFC are committed to understanding and translating the science and art of healthy eating into effective, innovative, and award winning resources.
About CBC's New In-House Publicity Team
CBC's new team of in-house publicists are delivering a comprehensive publicity service for all CBC programming and events. For a complete list of publicity contacts and for more information including series synopses, press releases, hi-res images, video clips and bios, please visit the new CBC Media Centre
For more information, please contact:
Unit Publicist, Factual Entertainment, CBC
416-205-8710 (office) / 416-898-2725 (cell)