General Administration of Sports of China and Touchmedia Kick Off WOW 45-Day Health Challenge

Jul 14, 2011, 08:30 ET from Touchmedia

BEIJING, July 14, 2011 /PRNewswire-Asia/ -- Following the Chinese government's increased emphasis on citizens' health index, the General Administration of Sports of China (GASC) and Touchmedia, the largest in-taxi interactive media company in China, will kick off the WOW 45 Day Health Challenge starting July 15. Created by Touchmedia and supported by the GASC within their nationwide initiative Fitness-for-All-Citizens, 3510 in Action, the Mr. and Miss WOW campaign consists of 4 key parts, namely the WOW 45 Day Challenge, the "In-taxi Workouts on Wheels" guided exercises for taxi passengers, ongoing health tips and a health survey.

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The Mr. and Miss WOW Campaign will reach over 100 million passengers in Beijing, Shanghai, Guangzhou and Shenzhen over a 14-week period. Within 20 days, 21,414 taxi passengers applied for the WOW 45 Day Challenge by inputting their phone numbers into Touchmedia's interactive in-taxi screens.  As of July 10, the WOW in-taxi health survey has already been answered 419,396 times by passengers with 63.1% claiming that they are willing to adopt healthier habits for at least 45 days.  The health tips page has been entered 406,209 times.  Seems that health is indeed a hot topic with a WOW factor!

Micky Fung, Founder and CEO of Touchmedia commented, "We're proud and honored to support the GASC to enhance public well-being through healthy habits and exercise. Mr. and Miss WOW is another extension of Touchmedia's ongoing community initiatives to benefit society. I hope this campaign can motivate and support people to take charge of their heath so that they can enjoy a better quality of life."

Lucky Taxi Passengers Enjoy Exclusive Health Day

On July 9 and 10, 80 lucky Beijing passengers selected from the 21,414 applicants were invited by Touchmedia to join a Health Day to enjoy free assessments and consultations by professional fitness coaches, nutritionists and dermatologists. Combined with the passengers selected earlier from Shanghai, a target of 100 health day participants will advance to Touchmedia's WOW 45 Day Challenge starting July 15.

The WOW 45 Day Challenge participants will receive 45 days of complimentary access to premium gym facilities featuring Life Fitness and Power Plate® equipment in Beijing and Shanghai, World Health Store nutritional supplements and advice, plus ongoing encouragement via the official WOW weibo site to complete the challenge. (

From July 15 to August 28, for 45 consecutive days, all participants will make daily updates about their newly adopted health habits on their microblogs, sharing their real-time changes with the public. Touchmedia shall select 4 top males and 4 top females to be put on in-taxi touchscreens for passenger votes. Based on a combination of votes and actual health improvements, Mr. and Miss WOW shall be crowned and awarded an exclusive trip to Paris to visit the Power Plate® Studio!

Additionally, passengers who exercise their fingers by completing the in-taxi interactive screen health survey will have the chance to win a state-of-the-art Life Fitness Recumbent Bicycle valued at over 125,000 RMB. Those who cast a vote via Touchmedia's in-taxi screens to determine Mr. WOW and Miss WOW will have the chance to win their own high-tech fitness Power Plate® Pro 5 Air valued at over 158,000 RMB.

In-taxi WOW Videos Become Hot Topic Amongst Netizens

Since launching Mr. and Miss WOW campaign on June 1, the in-taxi WOW videos being aired in Beijing, Shanghai, Guangzhou and Shenzhen have become a hot topic amongst netizens.  As of July 1, the in-taxi workout video featuring the "WOW gal" doing neck stretches has been uploaded and viewed online over 1,000,000 times with over 120,000 related posts and forwards about the in-taxi workouts via various online sites.  By July 2, just one day after the "WOW guy" doing shoulder exercises was launched, various images of the in-taxi video posted by netizens were forwarded over 1,000 times.  Two other humorous white-collar videos amplifying the importance of good health, changing the water bottle at the water cooler and racing to get a taxi after work, have also been posted by netizens and viewed several thousand times.

The popular "In-taxi Workout on Wheels", consists of 3 series focused on useful white-collar exercises for the neck (ran in June), shoulder (running in July) and wrists (to be run in August).

WOW Campaign's Health Survey Reveals Exercise is Top Choice for Good Health

Preliminary results from the first 20 days of the in-taxi WOW Campaign health survey reveal that nearly 4 out of 5 passengers (79.1%) were willing to exercise in response to "In which way will you improve your health?"  Ranking 2nd was "going on a healthy diet" (59.2%), followed by a tie with the third and fourth choices, "giving up smoking and drinking" and "relieving stress".  Some people chose "herbal treatment" and "let it be". In answer to whether they did exercise at least 10 minutes every week, nearly 1 in 3 (30.1%) say they do exercise every day. However, 1 out of 10 (10.3%) responded that they never did exercise.  Speaking of health expenses per month, ranking No.1 by nearly 1 out of 4 passengers (24.3%) is "less than 300 yuan".  In contrast, 8.0% spend more than 3,000 yuan.

About Touchmedia

Touchmedia was founded in 2003, by its Founder and CEO, Micky Fung, to develop state-of-the-art touchscreen media technology in China.  It is the largest in-taxi interactive media company, delivering innovative digital media solutions for clients and the out-of-home advertising industry in China, at a time when reaching affluent consumers on traditional media is increasingly challenging.

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SOURCE Touchmedia