Sunday, June 5, 2016

Fitbit & The American Heart Association, The National MS Society, and The American Diabetes Association: Emphasizing Health

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Rather than focusing on a short-term fix for those who are out of shape, Fitbit made waves last year by highlighting its commitment to consumers' lifelong health. As a leader in the health and fitness market thanks to its popular eponymous activity tracker, the brand was in a perfect position to launch FitForGood - a charitable platform encouraging users to exercise to benefit relevant causes. Fitbit pledged to donate a total of one million dollars across three major health organizations: The American Heart Association, The National Multiple Sclerosis Society, and The American Diabetes Association. These charities were picked to participate due to their close alignment with Fitbit's mission to help Americans live active and healthy lives.

No Fitbit device was needed to sign up and take part in the challenge, which required that users select a charity from the three given and record their steps throughout each day using the MobileTrack feature on the free Fitbit app. The charity with the most tracked steps at the campaign's close won $500,000, the second place winner received $350,000, and the organization in last place took the remaining $150,000. Multiple celebrity partners spread the word about the campaign including Amy Schumer, Shemar Moore, and Julianne Hough, and by encouraging their fans to participate, they helped Fitbit to reach a grand total of twenty five billion steps.

By establishing FitForGood, Fitbit affirmed its commitment to the wellbeing of both its customers and society at large. The company created a unique opportunity for people to contribute to a health-based charity of their choice while also improving their own health, which is both a wonderful way to improve the world around us and a strategic method to simultaneously strengthen Fitbit's message of wellness and encourage usage of its app. A win-win for everyone involved!

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