Work by @comm · Brand strategy and integrated marketing · Founded in Shanghai in 1999About @comm →

Caltrate · 2024 · Health

More Walking, More Energy

The challenge: The calcium audience is aging and pharmacies lack foot traffic. How could bone health become part of modern daily life?
The idea: Make “6,000 steps a day” a zero-barrier charity action: walk offline, donate steps online.
Our role: Integrated communications and channel partnership

Background

Caltrate leads in bone health and wanted bone health to become part of everyday life. Three lines ran together: scientific awareness (the Calcium Forum and Bone Motion China), scientific testing (free bone density checks) and scientific exercise (a 6,000-steps-a-day walking initiative).

Execution

Charity
Walk offline, donate online
Walking offline and donating steps online, with Tencent Charity, promoted 6,000 steps a day with no barrier to joining.
Three walks
Nature, city and culture walks
Nature walks, city walks and culture walks ran across 10 cities and two natural areas, each city setting off with its own dialect edition.
Category and trade
Games, checks and key pharmacies
A bone-health flip game and free bone density checks continued at every stop, and 11 key trade customers co-hosted, sharing recruitment systems and publicity resources.
Creators
100+ creators leading to donation
Creators wrote local walking guides, carrying the local energy into the step-donation mini program, with official media partnering throughout.

Result

More than 2 million step donations, 250% of the pharmacy recruitment target, over 470 million impressions across channels and more than 10,000 participants.

Project review data, not independently audited; not sales attribution.