KELLOGG BEGINS STEP UP CHALLENGE
By Adnews Staff
Toronto-based Kellogg Canada has begun a new national awareness campaign called "Step Up Canada." The initiative invites Canadians to "walk across Canada" by Canada Day by taking an additional 2,000 steps a day. Participants are also asked to "donate" their steps online to health research. The goal of the campaign is to accumulate 450 million steps by July 1. The campaign began last week when 1.5 million step counters were distributed in specially marked boxes of Special K and Vector cereals. A Web site for the effort has been constructed at <http://www.stepupcanada.ca>. The program is being promoted with television advertising, in-store materials and public relations. The advertising was created by J. Walter Thompson of Toronto. Public relations are being handled by APEX Public Relations of Toronto.