Company: Mind Body Social LLC
Program category: Neighborhood Health Improvement Programs

Origins:

The Mind Body Social ‘Mother’s May Wellness Series’ presented by Publix was launched in 2018 as an initiative to celebrate and honor mothers in the community throughout the entire month of May, with a series of free wellness activities and tools that provide opportunities to live healthier lives and facilitate improving the balance between work and family, starting with their own self-care. Last year’s program was only executed in the community of Downtown Doral in South Florida, but thanks to exceptional community receptivity and engagement, its success and impact transcended geographical boundaries with requests from other communities in South Florida, as well as major media coverage by regional and national outlets. Publix Supermarkets Inc., honoring their long-standing tradition of community involvement encompassing areas of youth, education and health; was a presenting sponsor of the program in its first year, continuing their support for 2019 and expanding it considerably so the series could grow to 10 different communities in the tri-county region: Palm Beach Gardens, Boca Raton, Ft. Lauderdale, Aventura, Miami Beach, Brickell, Coral Gables, Doral, Kendall, Pinecrest. As a result, the series featured over 68 events in 31 days, including activities such as prenatal yoga, Zumba, mommy & me yoga, meditation, workouts, pilates, nutritional workshops, "Executive" lunches and breakfasts for school volunteers; among other elements.

Contribution:

Publix’s financial contribution as exclusive presenting sponsor, allowed for all events to be entirely free, secure some of the most popular and qualified instructors (most of them moms), at a variety of venues including community centers, popular city parks, chic shopping malls and private wellness studios. It also allowed for a marketing campaign that reached a targeted audience of +200 million, over 2,500 participants at the activities, as well as increasing awareness of the overall message and digital tools. Publix also contributed with marketing support featuring promotional material inside key stores, giveaways including metal straws and reusable bags, as well as guidance and strategy by their local marketing and communications team. The community, apart from the mentioned attendance, shared content from the activities with over 500 posts on social media (not including instagram stories), provided very positive direct feedback on-site and through a post-series digital survey.

Objectives:

•Honor and celebrate women who make our community better with a variety of wellness events and nutritional workshops in locations where moms work, play, shop and live. •Created opportunities for moms to connect with each other, their kids, and themselves through wellness activities •Build and enhance well-being in our communities by empowering some of our most important pillars - moms! •Reinforce the relationship between Publix and the local community through wellness activities, and sampling of their GreenWise line of products

Impact:

•More than 200MM media impressions •Over 2,500 attendees to the activities •Media coverage by major outlets including local ABC, Telemundo and Univision affiliates, major local newspapers (Sun Sentinel, Miami Herald, El Nuevo Herald, Palm Beach Post, etc), major digital media such as South Florida Parenting and People En Espanol, national TV shows on Telemundo and Univision, and industry media such as Shelby Report. •3,000 physical cards featuring different healthy recipes created, as well as on-line distribution via website and social media •Sampled Publix’ GreenWise products to attendees

Quote:

“The Mother’s May Wellness series is all about surprising and delighting the heart of our homes and community. We look forward to celebrating and giving back to moms dedicated to their families, communities, businesses and beyond” said Nicole Krauss, Media & Community Relations Manager for Publix.