GE Healthcare’s ‘Get Fit’ social-media competition encouraged people everywhere to make ‘cancer-busting’ lifestyle choices
GE Healthcare’s ‘Get Fit’ social-media competition, which for two months has encouraged people everywhere to make ‘cancer-busting’ lifestyle choices, concluded today with the Middle East and Africa region coming out on top. The Get Fit competition challenged Twitter users around the world to ‘tweet’ their healthy activities. Over 700 participants from 55 countries generated approximately 5,500 Get Fit tweets.
At stake was a $20,000 donation from GE Healthcare to the Red Cross or Red Crescent Society of a single country in the winning region, as determined by an online poll at the end of the contest. With a surge in votes in final few days of the poll, Kenya garnered the most votes, and the Kenya Red Cross Society will be receiving the donation.
“We’re very pleased with the level of engagement this competition generated in so many countries, it clearly demonstrates the power of digital and social media to engage populations around the world combined with a great cause,” said Sebastien Duchamp, Global PR Director at GE Healthcare. “With ‘Get Fit’, GE Healthcare has kicked off a longterm public-awareness campaign that strives to educate people about cancer prevention and raise general awareness that lifestyle choices do impact one’s likelihood of developing certain cancers.”
Nearly 30 percent of all cancer deaths can be prevented, according to the World Health Organization, and research confirms that a healthy diet and regular exercise can help reduce the risk of cancer.
The Get Fit competition was a novel approach, using social media linked to an interactive map to display the progression of the competition in real time. By promoting the competition through GE Healthcare’s online newsroom and the support of GE employees in countries around the world, participation and interest was truly global and a high level of activity was sustained throughout June and July.
In Indonesia, a national radio station picked up on the competition and encouraged their listeners to get involved, which generated several hundred ‘Get Fit’ tweets in just two days. The other highest-tweeting countries in the competition included the UK, US, Japan and India. In the winning region, Israel and Kenya led the way. As the region was given a relative weighting based on regional Twitter penetration, according to the rules, it was first to become “healthy green” on the Get Fit map.