WOW Initiative Changes the Health Attitudes of Millions of Chinese

SHANGHAI, June 25, 2013 /PRNewswire/ -- Just over two years since Touchmedia introduced Mr. and Miss WOW, a public service campaign and corporate social responsibility initiative to boost public health, data shows that the campaign is having a positive impact on Chinese people's awareness of their health habits, as well as encouraging them to take charge of their health. The Mr. and Miss WOW campaign is organized by Touchmedia, under the guiding body of the General Administration of Sports of China, and with supporting bodies of the Beijing Communist Youth League Beijing Committee and the China Sports Newpaper.

(Photo: http://photos.prnewswire.com/prnh/20130625/CN37836-a )
(Photo: http://photos.prnewswire.com/prnh/20130625/CN37836-b )

A survey, conducted on Touchmedia's in-taxi interactive touchscreens in May, was completed by 488,319 passengers in Beijing, Shanghai, Guangzhou, and Shenzhen. Of the respondents, 64.4 percent knew of the WOW campaign and said they had been influenced by the Mr. and Miss WOW Workout on Wheels videos; 16.37 percent now "exercised more;" 16.01 percent felt they "knew more about healthy eating;" 15.26 percent had "changed bad working habits;" and 16.76 percent found "the videos relaxing and funny."

Given that in just two years, WOW's health message has been seen by 530 million passengers on Touchmedia's screens, influencing 64 percent of viewers is a staggering result. Chairman and Founder of Touchmedia Micky Fung commented, "We are delighted to see that the campaign is having a real impact on improving people's health and lives. This survey data will make us redouble our efforts to use our screens to help the community at all levels, especially in areas of public health, safety, and well-being. Further, the continued support from the GASC, the China Communist Youth League Beijing Committee, as well as commercial partners, participating corporations, other media like China Sports Newspaper, and so many members of the public, has made WOW into a shared success for the entire community."

Over 80 thousand Urban Professionals Register for the WOW 45 Day Individual Challenge within three years

Since its launch in 2010, there have been over 80 thousand urban professionals registered for Mr. and Miss WOW Challenges. The third year of the Mr. and Miss WOW Individual Challenge kicks off on July 1. "Challengers" from Beijing and Shanghai are preparing to report daily on their health related activities, including exercise, stress management, diet, sleep, or other steps. Challengers have registered through WOW Office Boot Camps held in April and May (20 percent), the in-taxi interactive Touchmedia touch screen (35 percent), through the WOW Zone on Tencent DaShen Wang (18 percent), and through special recommendations by partners and participants (27 percent). In support of the challengers' efforts, WOW commercial partner Tera Wellness is providing complimentary gym passes, Life Fitness has offered incentives for maintaining the program and HAWORTH is offering prizes for the top four men's and women's finalists.

The Mr. and Miss WOW Individual Challenge follows the completion of in-office boot camps held in both Beijing and Shanghai from mid-April to the end of June. Over 1,500 employees from over 75 companies in the two cities have benefited from the WOW in-office boot camps which introduce simple and practical breathing, stretching, cardio, and strength exercises that can be done inside the workplace during work hours. Survey data from individuals joining the challenge and those who joined the in-office boot camps indicate the need for urban professionals to take better care of their health: over 50 percent suffer from back pain, over 34 percent suffer from tired eyes, and 21 percent of participants suffer from headaches.

More information can be found via Mr. and Miss WOW's official weibo.

About Touchmedia

Touchmedia was founded by its CEO Micky Fung in 2003 to develop state-of-art touchscreen media technology in China and internationally. Today, Touchmedia is already the largest in-taxi media company in China, providing an innovative marketing platform which allows brands to engage consumers more effectively, building higher involvement for better awareness, recall, and response.

SOURCE Touchmedia