Herbalife football challenge
GAIN’s Future Fortified campaign featured as the official charitable partner of the 2012 World Football Challenge raises profile of global nutrition, increasing online community to 35,000
Between 18 July and 11 August 2012, GAIN’s Future Fortified campaign was featured as the official charitable partner of the 2012 World Football Challenge, an exhibition soccer tournament bringing together the top professional European and North American teams to play in major sports arenas across the U.S and Canada. As a part of its partnership with the Future Fortified campaign (and as the title sponsor of the 2012 World Football Challenge), Herbalife committed to donate US$65,000 to the Future Fortified campaign, which was leveraged as a matching grant to mobilize online engagement. Specifically, every tweet from fans, players and teams using the hashtag #WFCfortified triggered a $1 donation to Future Fortified. Overall Future Fortified received nearly 3,000 unique tweets, helping to grow its online community to 35,000 people. Future Fortified was also featured in-stadium through a 45 second public service announcement which played on the jumbotron several times during each game, and GAIN’s Adrianna Logalbo represented the campaign on-field during the pre-game ceremony for the LA Galaxy vs. Real Madrid game. This partnership has helped the Future Fortified campaign raise the profile of global nutrition to a new audience, specifically soccer fans, increase the size of its community of supporters, and ultimately raise additional funds for GAIN.