Projects

Alliance for a Healthier Generation

An important initiative of President Clinton’s William J. Clinton Foundation is to tackle the growing problem of childhood obesity. One in every three children in America is overweight or obese, contributing to a national health crisis. For years, his Alliance for a Healthier Generation has worked in the private sector to provide healthier food options to kids and has supplied resources to schools that encourage healthier foods and exercise programs. So when President Clinton brought together some of the nation’s largest private insurers along with leading health organizations to announce the unprecedented Alliance Healthcare Initiative, which provides health benefits and preventative care for children, the Alliance turned to Scott Circle Communications to ensure his press event was perfect.

Scott Circle Communications orchestrated a major press event highlighting the Alliance Healthcare Initiative at Clinton Foundation headquarters, featuring President Clinton, American Health Association President Tim Gardner, and American Academy of Pediatrics President David Tayloe. It was attended by representatives of Aetna, Blue Cross Blue Shield, and the American Dietetic Association, and generated stories picked up by over 175 domestic and international media outlets.

Strategy

SCC sought to strike the right balance of ceremony and significance with the press conference announcing the Alliance for a Healthier Generation’s landmark coalition of private insurers and public health advocates. It also wanted the event to generate immediate press for the Initiative as well as spark lasting interest among health, economic, and lifestyle reporters to continue following the coalition’s successes.

“The event generated 48 unique stories picked up by over 175 domestic and international media outlets.”

Results/Summary of Successes

The press conference was well attended by members of the news media and covered by every major news network’s affiliate, which aired stories in big and small markets around the country, including on Good Morning America and CBS 2 This Morning. Publications and websites covering the event included The Washington Post, the Associated Press, USA Today.com, and U.S. News & World Report.com. The event generated 48 unique stories picked up by over 175 domestic and international media outlets. Event logistics were carried out smoothly, with Alliance staff commending SCC on its professionalism and organization.

The Alliance continues to draw positive press and won a Centers for Disease Control award for obesity prevention.