Sponsorship: Operation Transformation Series 5
Partners: RTÉ, Irish Medical Organisation, Diabetes Federation of Ireland
Target audience: All adults on the island of Ireland
Campaign website: http://www.rte.ie/ot/,
http://www.myot.ie/
Launch date: 4th January 2012
Overview
safefood is the sponsor of this year’s Operation Transformation televison programme which began on January 4th on RTÉ 1 and will run for 8 weeks. The programme mainly follows the same format as the previous years where it accompanies male and female volunteers on a journey to help them change their lifestyle with particular focus on their fitness and diet.
safefood has sponsored the series as it aligns with our own weight loss initiatives and work in the area of tackling obesity, to assist us reach our target audience, namely the 2 in 3 people on the island of Ireland who currently overweight. The show provides a high-profile to the obesity problem on the island, creates lively debate and valuable discussion about this serious issue while also offering solutions and advice for viewers.
The first episode of the series which aired on Wednesday 4th January 2012 attracted nearly 600,000 viewers. The mobile site myot.ie, also sponsored by
safefood, had over 20,000 subscriptions on the first night which is a very encouraging start to the new series.
"Our goal, as always, is a slimmer, fitter, healthier nation."
To mark National Diabetes Day (19th January 2012), Operation Transformation, with support from the Irish Medical Organisation and the Diabetes Federation of Ireland, offered FREE capillary prick tests to general public at 9 shopping centers across the country. Type 2 diabetes features prominently in the programme as well as being a major theme for our Stop the Spread campaign this year.
safefood were delighted to support this initiative with dietitians from the Irish Nutritional and Dietetic Institute measuring waist circumferences, offering healthy eating advice as well as distributing our weight2live and Living with Type 2 Diabetes booklets. Over 900 people were screened on the day with 150 found to be at high risk category and referred to their GP.
Dates for your diary:
- Thursday 9th February - Live Facebook chat with motivational expert Dr. Eddie Murphy.
- Saturday 18th February - Operation Transformation 5K Fun Run.
Ask questions, report your progress and follow others on the
Operation Transformation Facebook page.
Read the transcript of our live Facebook Q & A session with fitness guru Karl Henry (.pdf, 75KB).
Visit
Stop The Spread to see how you measure up, or for guidance on maintaining a healthy lifestyle, try our weight-loss resource,
Weigh2Live.