NBCU Makes 'Healthy' Choice | Adweek
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NBCU Makes 'Healthy' Choice

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NEW YORK With the debate over healthcare dominating the nation's attention, NBC Universal unveiled a new marketing initiative today called "Healthy at NBCU," aimed at connecting consumers, employees and advertisers with an array of health and wellness content.

Women@NBCU, the network's specialty marketing unit, is coordinating the effort.

The health initiative, unveiled at a New York breakfast gathering today, will provide marketers one-stop shopping for health and wellness content across multiple NBCU assets including Today and Biggest Loser on NBC; Dance Your Ass Off on the Oxygen cable network; and the women's focused iVillage, which is developing a new microsite devoted to health-related issues. NBC's perennial public service campaign, The More You Know, will also be devoted to health themes for the next year.

"Now more than ever consumers are striving to take charge of their well-being," said Lauren Zalaznick, president, NBC Universal Women and Lifestyle Entertainment Networks.

And with research showing that women make 90 percent of the decisions and 85 percent of the purchases related to consumer healthcare purchases, Women@NBCU is well positioned "to serve clients in this red-hot category," she said.

Campbell Soup has signed on as the first sponsor of the new project, NBCU said. Campbell will promote its new, lower sodium soups that are promoted as "heart healthy" and its heart-health awareness program, "AdDress Your Heart," during two multi-segment health series on the Today show and through sponsorship of Dr. Nancy Snyderman's program on MSNBC.

"Campbell has taken significant steps in our journey to lower sodium across our product portfolio," said Denise Morrison, president, Campbell North America soup, sauces and beverages. She said this latest sponsorship "is a great way to help educate people about ways to eat healthy and take care of their hearts."

NBCU sibling company GE Healthcare is also participating in the initiative. Among other things the GE unit will provide content to the new iVillage health site.

See also: "Feeling Healthy (and Healthier)"