GFM Brakes for Kids as Part of the UnitedHealthcare, Children’s Hospital Colorado and USA Pro Cycling Challenge Partnership Announcement

Challenge

GroundFloor Media (GFM) has served as Children's Hospital Colorado's (Children’s Colorado) agency of record for the past five years. Recently, GFM was asked to coordinate a media event that capitalized on the buzz and excitement of the USA Pro Cycling Challenge to launch Bikes for Life. A partnership between Children’s Colorado, UnitedHealthcare and the USA Pro Cycling Challenge, Bikes for Life is a new three-year program designed to promote the health benefits of cycling to Colorado’s youth, helping curb the growing prevalence of childhood obesity. The initiative provides bicycles and helmets to kids in the Denver metro region to promote the health and safety initiatives of Children’s Colorado’s Children’s Health Advocacy Institute.

Solution

With just two weeks to plan and execute the event, the GFM team went to work. The team facilitated partner meetings, developed and presented a program overview with ideas for the launch event, program rollout and future partnerships. In addition, GFM drafted and coordinated support materials including launch event press release, spokesperson bios and talking points. Bikes for Life was launched publicly during a media event on Aug. 29, 2011 – the day after the pro cycling tour ended. GFM worked in partnership with UnitedHealthcare and the USA Pro Cycling Challenge to generate traditional and social media interest for the event.

Online posts included photos and video coverage of the event on the USA Pro Cycling Challenge Facebook page, which has nearly 44,000 “likes.” The USA Pro Cycling Challenge team also tweeted about the event to its more than 8,700 Twitter followers. GFM reinforced this effort by drafting status posts for the USA Pro Cycling Challenge’s Facebook page leading up to the event, and coordinating photo posts on the Children’s Colorado Facebook page, which has more than 9,000 “likes.”

Result

The event generated widespread local media coverage, as well as national and international coverage in outlets such as CNBC, Reuters, Calgary Herald, RoadBicycles.org, and Health News Today, to name a few. Locally, Denver-area TV stations covered the story, and it was also featured in The Denver Post and numerous other newspapers throughout the state.

Overall, the Bikes for Life launch was a tremendous success that brought together key health care leaders and resources on a tight turnaround to capitalize on the energy around cycling throughout the state of Colorado and improve health and fitness opportunities for the next generation.