About the Campaign
Filmmaker Stephanie Soechtig and journalist Katie Couric investigate how the American food industry may be responsible for more sickness than previously realized.
Impact Goal
Drive audiences to theaters and raise awareness of the shocking levels of sugar hidden in our diet, while training and empowering consumers to reduce their sugar consumption.
STRATEGY
1
Design a 10-day sugar detox plan called The FED UP Challenge.
2
Secure 50+ experts, academics, and celebrities to join the film’s advisory board.
3
Create a multi-platform social media marketing plan.
RESULTS
#7
All time top grossing documentary on iTunes
65+
national partners
65,000
people accepted the challenge
96%
said the challenge changed how they consume sugar
The National Obesity Society research study credited FED UP for helping change America's views on obesity
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