With the country facing an obesity crisis, the CSIRO and Glycemic Index Foundation (GIF) teamed up to launch the Total Wellbeing Diet online weight loss program.
Blackie McDonald was commissioned to manage the launch of the new 12-week online program. To capitalise on the New Year / New You sentiment, the launch was held in early January with a media call arranged to target high value, high reach media channels.
Interviews with key spokespeople were secured with the highest rating 
morning TV program, Sunrise, the most watched evening news program, National Nine News, the second highest rated nightly news program, Seven Nightly News, as well as the country’s most visited national online news website News.com.au.
More than 7.5 million Australians heard about the CSIRO Total Wellbeing Diet going online through the PR launch activity, with 281 media stories carried across television, radio and online media in the first 24 hours of the program launching.