Feb 1, 2012
The most innovative multiplatform media program of 2011 returns for a second year of helping Canadians live healthy
In 2011, Live Right Now inspired Canadians to live healthier lives - and it worked! Tens of thousands of Canadians came together through Live Right Now with the shared goal of making healthier choices, while CBC and lead sponsor Loblaw Companies Limited came together to make it all happen through one of the most innovative multiplatform initiatives of the year.
On the heels of that incredible success, CBC is proud to be renewing its partnership with Loblaw and launching Live Right Now for 2012. As it did last year, this national, four-month program will 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® - towards a simple but important goal: to inspire Canadians to change the health of our country.
"We're thrilled to be bringing back Live Right Now, and we are extremely pleased to again be partnering with Loblaw on this important initiative," said Jennifer Dettman, head of Factual Entertainment, CBC. "Last year, we showed the industry how integrated programming and smart sponsorship can deliver results that matter - and we're going to take it to the next level in 2012."
"Live Right Now has generated an important dialogue with - and between - Canadians about living healthier lives. With our long-standing commitment to helping Canadians live a healthier lifestyle, we are delighted to take part in this remarkable national movement," said Allan Lindsay, vice-president Marketing, Loblaw Companies Limited. "We're excited to be partnering with CBC again to show Canadians that small manageable changes not only can be simple, but can taste great too!"
In 2011, Live Right Now's most ambitious goal was the Million Pound Challenge. Canadians were challenged to lose one-million pounds in six months - that goal was shattered by losing more than 1,600,000 pounds!
This year, the Live Right Now program will include breakthrough and milestones, as well as the return of some of its most successful elements across CBC's platforms. Online, cbc.ca/LiveRightNow will be the program's hub - a dynamic, interactive website that will engage Canadian on the topic of health, and offer them tools and resources for healthy living, including daily challenges, blog posts from health professionals, goal tracking, recipes, videos and social networking. And once again, Live Right Now programming will be featured on Canada's favourite lifestyle show, STEVEN AND CHRIS (weekdays at 2 p.m.), and Radio-Canada's signature shows KAMPAÏ! À VOTRE SANTÉ, POUR LE PLAISIR and C'EST ÇA LA VIE along with Loblaw's PC® Blue Menu™ panel, customized vignettes.
Don't miss out. Join the Movement!
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 seven 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.
For more information, please contact:
Libby Stunt, Veritas Communications
(416) 955-4586 (office)
(647) 330-4786 (cell)