At the beginning of each year Mealsmatter.org (a non-commercial website managed by the Dairy Council of California) hosts a Nutrition & Fitness Challenge aimed at helping individuals get back on track with their New Year's resolutions. Designed by registered dietitians, this three-week Challenge focuses on how to control holiday weight gain and renew a healthy lifestyle with guidance on nutrition, fitness, and meal planning.
This year, Meals Matter had a resolution of their own; to approach the Challenge from a new angle, leveraging social media channels to attract new participants and build the organization's presence within the chosen channels as a valuable resource for nutritional information.
From the beginning, MoreVisibility has been guiding Meals Matter through a Social Media strategy to bring this goal to reality. Profiles and channels were designed by MoreVisibility in Facebook, Twitter, and LiveJournal to help participants connect with friends, family and other members for social support throughout the Challenge. A blog was designed as a place for Meals Matter to offer timely updates as well as additional nutritional and fitness information to website visitors.