Planet Fitness franchisees in Michigan have come together to collaborate on an EcoMedia project that is helping provide nutritious food for children attending area Boys & Girls Clubs. EcoMedia, a CBS program, takes a portion of every dollar an advertiser invests through the program and funds a community project in an underserved area.
Franchise groups PF Michigan Group, Bain Capital Double Impact and JACS Development, LLC were all involved in the project, which was able to offer food for 50 children per week for the remainder of the 2016-2017 school year.
“Our local advertising agency had been working with our local stations here in Detroit over the last couple of years on Planet Fitness®’ behalf .This year was the first year we had accrued enough funds to participate in an event,” said Chris Klebba, franchisee with Bain Capital Double Impact. “The way they collect for this program is they take 10 percent of incremental client spend and put in into an account. Our Planet Fitness Detroit account used $18,000, along with CBS62 and CW50, to execute an EcoMedia campaign benefiting a program with the Boys & Girls Clubs of Southeastern Michigan.”
The project provided children who were deemed at risk for hunger with a backpack filled with foods such as nuts, fruits and oatmeal to ensure the kids were still getting fed and had nutritious snacks on weekends when they don’t have the benefit of school-provided meals.
“We are so honored to be giving something back and supporting the communities that support us year in and year out,” said Klebba. “Donating the time, along with the funds, really connects the head to the heart quickly. Seeing these young people and handing them a backpack full of food that may be all they have to eat is incredibly moving.”