Bradley Agency helps man fight against childhood obesity ‘one step at a time’

By: Eric Lafferty

Classes may be out for most, but several communications students have traded their textbooks and spare time for a chance to get hands-on experience working with clients in the Bradley Public Relations Agency.

Nick Barnes, a sophomore PR student from Irvine, Calif., has been working in Bradley for over a year. He is currently the account executive over a national campaign known as The Big Fitness Walk.

“The Big Fitness Walk is a campaign aimed at reversing the growing trend of childhood obesity by raising money for elementary school physical education programs,” Barnes said.

The idea behind The Big Fitness Walk started when 33-year-old, Salt Lake resident Matt Livermanne lost his job.

“I was walking all over town trying to find work. I didn’t even have enough money to take the bus,” Livermanne said.

While inside Workforce Services reviewing job postings, Livermanne came across a Guinness Book of World Records and a noticed a land-walking speed record set in 1973 by John Lees. Lees walked from New York City to Los Angeles in only 53 days and 14 hours.

“When I saw that record, I knew I could break it,” Livermanne said. “I’ve been walking my entire life.”

He’s been training ever since, walking as many as 40 miles in one day.

Soon after Livermanne decided to break the world record, Kevin D. Gulledge, a former BYU PR student and graduate of the communications program, approached Bradley Agency Director Jeff DuBois with the idea to combine Livermanne’s record attempt and a campaign against childhood obesity.

“I saw The Big Fitness Walk as a great opportunity to promote a worthy cause and give our students the chance to work on an account with national potential,” DuBois said. “This has been and continues to be an amazing learning experience for everyone involved.”

Since that meeting, students have been hard at work trying to make the idea a reality. Students have been writing press materials and pitching the story to national and local media, as well as looking for sponsors and planning a 5K run/walk to help fund the transcontinental trek.

Frank Tovar, a PR student from Salt Lake who is heading up the 5K event, has been working on the account since April. He doesn’t hesitate to say the account has it challenges, but said he enjoys it because he’s helping [Livermanne] do something extraordinary.

“We’re helping Matt break a world record and helping to raise awareness of one of the biggest health issues in America.” Tovar said.

In conjunction with Livermanne’s walk, schools along his route will have the opportunity to host walk-a-thons to raise money for the respective school’s PE program. Students in Bradley are providing each of these schools a packet which includes everything school administrators need to host a successful walk-a-thon. Students have also provided schools with information about healthy habits, calorie fact sheets and a page on how to pitch their local media to get press coverage of their event.

Livermanne is set to start his walk in New York City on September 6, 2010. He will have to travel more than 2,800 miles and walk through 13 states to beat the record.

“Walking from New York to LA is the easy part. Doing it in less than 53 days is the challenge,” Livermanne said.

Click here for more information about The Big Fitness Walk.