TV4 Group Launches Health Initiative with RF and GIH

Photo: Alexandre Dulaunoy (CC-licens)

On May 15, a new health initiative launches: Första steget (the first step), a cooperation between the TV4 Group, the Swedish Sports Confederation (RF) and the Swedish School of Sport and Health Sciences (GIH). It starts with a segment on TV4's Nyhetsmorgon morning news broadcast three times a week, and includes a common website and three big runner events for the whole family, in Stockholm, Falun and Växjö. The initiative is aimed at getting Swedes to exercise more and help them get started working out, all for a healthier Sweden. 

"The First Step is an important attempt to make Sweden healthier and more active," says Håkan Rossberg, concept manager at the TV Group. "Using GIH's knowledge and expertise, RF's role and strong position within organized sports around Sweden and TV4's ability to inspire and reach so many, we think we have a good chance at succeeding. And in a fun and smart way help everyone who has trouble getting started working out."

There are a number of sponsors for The First Step, and along with program sponsoring there will be sponsor presence on the websiate at forstasteget.se, at the three runner events and in a new section of Swedish daily Expressen's GI & Health insert.

The first program will be shown May 15. The TV4 health ambassadors Tilde de Paula and Kristin Kastersen will be the main public faces of the initiative. 

(Photo: CC-licens, adulau)