Aiming to Lose at Kilo Olympics

The messages corresponded with the philosophy of a Web site developed by Abbott Switzerland's Reductil marketing team to support people struggling with obesity, www.reductip.ch.

To promote physical activity, participants were introduced to Nordic walking and resistance band exercises. New step and calorie counters were put to use as participants checked their own progress. A nutritionist was on hand to teach strategies to limit caloric intake without sacrificing enjoyment. And, finally, participants heard about the importance of professional support from a healthcare professional.

Organizers say that the Olympic themes resonated well with participants, as did the event's motto: "Everyone is a Winner." Participants finished the day enthusiastic about their knowledge and with pride at having attempted new physical activities.

Held in a Zurich soccer stadium built for the Union of European Football Association's (UEFA) 2008 European Football Championship, the event drew significant media attention, ultimately reaching an audience of more than one million readers and radio listeners. Representatives from patient advocacy groups, including the president of the Swiss Obesity Foundation, were also in attendance.

The Kilo Olympics were organized by affiliate Abbott Switzerland's Reductil marketing team and public relations team. The idea for the Kilo Olympics was a result of a "No Limits" initiative in Switzerland known as ICIC (Innovation Culture & Intimacy with our Customers).

 

More Features