CBC has launched the second edition of its “Live Right Now” campaign, with Loblaw Companies Ltd. once again serving as the lead sponsor of an initiative that encourages Canadians to make healthier lifestyle choices.
Live Right Now debuted last year and included product integration of Loblaw’s President’s Choice and PC Blue Menu brands on CBC programs, as well as a challenge to Canadians to collectively lose one million pounds.
This year’s edition began Jan. 13 with an announcement and product integration on the CBC program Steven and Chris and the Radio-Canada show Kampai!. Further integrations and PC Blue Menu video vignettes will appear on those shows, as well as Radio-Canada programs A Votre Sante, Pour Le Plaisir and C’est Ca La Vie.
The online home of the campaign is a website, CBC.ca/LiveRightNow, which features health-oriented blogs, recipes and other resources for healthy living.
The CBC has introduced a new competition to replace 2011’s Million Pound Challenge. This year, consumers are invited to join fellow local community members on Facebook and take on a series of health-related challenges. The community that earns the most challenge points will claim the title of Live Right Now Capital of Canada.
In addition to Loblaw, partners for the Live Right Now program include the Canadian Diabetes Association, Dietitians of Canada and the Heart and Stroke Foundation of Canada.
“We’re very careful with who we partner on this one,” said Pitkanen. “We have to make this as authentic and holistic as possible, so we had to make sure our partners were in it for the right reasons.”
The Live Right Now program runs until April 13.
