iVillage, one of the largest online communities for women, announced today that First Lady Michelle Obama will be its first-ever Guest Editor for the week of August 20, as part of a new Guest Editor series launching across its site. This marks the first time Mrs. Obama will participate as a guest editor with any media outlet.
The First Lady’s editorial theme – “Rev Up Your Back-to-School Routine” – offers millions of women in the iVillage community fun, simple tips and advice to help ease the transition from beach bags to backpacks. In conjunction with her Guest Editor role, the First Lady will participate in an exclusive video interview on the same theme with iVillage’s Chief Correspondent, Kelly Wallace, to run as a multi-part video series on iVillage throughout the week of August 20.
The First Lady will work closely with iVillage editors and contribute “Rev Up The Back-To-School Routine” content across iVillage’s Food, Parenting, and Health channels. For the past few months, the First Lady has been collaborating with the iVillage team to create and curate compelling articles and visuals around the back-to-school theme, some of which draw from her “Let’s Move” initiative, which strives to raise a healthier generation of kids. This subject will not only resonate with the 98%* of iVillage’s audience who say they are involved in their children’s education, but will also address some of the issues that have populated iVillage’s social forums, including what to pack for lunch, how to find balance throughout the busy school year, and how to maintain healthy dinners as a family during a hectic school schedule.
Each day throughout the week, a new subject – such as getting your family energized and moving, embracing a new healthy habit, and recharging your most important relationships – will be showcased. The First Lady’s articles will also include exclusive personal anecdotes and never-before-seen family photos that will provide a close look at her own back-to-school transition.
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“We are honored that Mrs. Obama chose to be our first Guest Editor as we launch our exciting, new program. This role provides a fresh avenue to talk with American women who, like her, are juggling a multitude of responsibilities,” said Jodi Kahn, President of iVillage. “Our research shows that a mere 11% of women have life ‘figured out,’ and we plan to continue featuring notable Guest Editors who will offer the iVillage community useable, easy solutions.”
The First Lady’s Guest Editor participation will also be supported by extensive social media efforts in the iVillage community, including a custom Twitter initiative called #swaponething, where users share their tips about a healthy choice they make in lieu of a less desirable one, and inclusion in iVillage’s newsletter, distributed to five million subscribers.
Mrs. Obama’s “Let’s Move” will also serve as the basis for an iVillage Community Challenge, one of the site’s signature franchises which rally hundreds of thousands of women around a common, but personal, goal. The six-week long “Get Moving Now” Community Challenge will focus on achieving a healthy lifestyle. Coaches, including the First Family’s personal trainer, Cornell McClellan, will guide participants through enough activity to earn their Presidential Active Lifestyle Award (PALA.) Sign up is open and the challenge runs from September 17-October 26.
*iVillage online poll, 2011
For more information, check out iVillage’s Facebook group at www.facebook.com/ivillage and follow us on Twitter at www.twitter.com/ivillage.
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