Women's Health is utilizing an acquainted formula for its second yearly Game Changers issue in October. The fitness-centric magazine will feature a "genuine individual" on its peel-back client cover-- i.e., not a celeb or fitness model-- who it will pick by means of an open-call.
The winner of the contest will be flown to New York for an image shoot, and she will be spoken with for an attribute in the concern. Baseding on vice president and also publisher Laura Frerer-Schmidt, Women's Health is seeking contestants who are "empowering" and also "breaking glass ceilings.".
Both Women's Health and sibling magazine Men's Health have run comparable campaigns in the past where they tap unknown cover models who are picked using an open ballot and also by magazines' editors. Generally, nonetheless, those contests target people who are on a fitness journey of some type (such as The Ultimate Men's Health Guy or Women's Health's Next Fitness Star).
Women's Health noted that its October issue would also showcase widely known "game changers" and among the women from that listing will appear on the October concern's real cover. Last year Women's Health placed Reese Witherspoon on its cover, and featured prominent women such as Michelle Obama, Shonda Rhimes and also Jillian Michaels.
For the contest, Frerer-Schmidt told WWD she was approached by advertiser Isopure, which is currently working with Men’s Health on its Ultimate Guy search.
“Isopure wanted to do something special this year,” the publisher said, explaining that she’s noticed more advertisers are looking to a handful of media brands to make a “big impact” rather than a broad campaign.
Isopure creative director Melanie Rienzi expounded on the partnership: “We think that this program aligns very well to our brand Isopure. Our tagline is ‘We’re all more than muscle’ and our ads for the last few years have shown individuals who went beyond the gym and shared their incredible stories with us.”
The protein powder-maker will sponsor the subscriber cover, videos that showcase the finalists and the print and digital stories that will tout the contestants. Women’s Health noted that Isopure is currently running regular print and digital ads as part of the ad buy.
Submissions open on Tuesday on WHUltimateGamechanger.com, and will close at the end of the month. From there, Women’s Health editors will narrow down the finalists, who will submit essays and videos, to five. Readers will be able to vote on Women’s Health’s Web site in mid-April.
Women’s Health said editors, the voters and its (celebrity) Game Changer cover star, will play a role in selecting the winner of the contest.
