CDC Foundation

Potential and Action

Porter Novelli worked with the CDC Foundation to launch the “Live to the Beat” initiative, a national campaign that aims to reduce the risk of heart disease among Black adults ages 35-54 by empowering them to move more, eat better, quit smoking and address factors like hypertension, high cholesterol and high blood sugar. The core message emphasizes taking small steps over time. To amplify the campaign’s impact, Porter Novelli facilitated partnerships with organizations such as the Black Heart Association and GirlTrek, along with funders like Bayer and Amgen. Additionally, the team managed influencer activations featuring Jazzy Jeff (@djjazzyjeff), Martinus Evans (@300poundsandrunning), and Kevin Fredericks (@kevonstage). During the program launch, the PN team successfully engaged employees from CDCF, Bayer, and Amgen, inspiring their participation in the initiative.

Impact

Porter Novelli successfully secured broadcast segments on Good Morning America and The Rickey Smiley Show, along with online coverage from The Root, Rolling Out, MM&M, and Augusta Chronicle. The combined impressions from both broadcast and online sources totaled 18.6 million, and the team conducted 24 interviews via SMT, resulting in 18 airings and generating 21.6 million impressions.

In the pre-launch phase, paid social efforts attracted 84% of all new users to the site. Dance party promotional posts reached over 3.3 million individuals, accumulating over 4.2 million impressions. The Dance Party Livestream saw participation from more than 20,000 individuals, with over 2,700 sessions driving traffic to the website during launch week.