At the heart of America's concern for its Health and Wellness is the ever-growing trend toward fitness.

Ruder Finn's skill set can serve a wide variety of clients across the fitness spectrum, from makers of athletic equipment to fitness sites and programs; from vitamins and supplements to traditional foods and beverages with 'good for you' benefits.

Developing fitness tie-ins to traditional products and services has been a core piece of our offering. For Tylenol 8 Hour, for example, we created the First Time Marathoners Club designed to help first timers make it through the challenge of the race and the pain that often follows. The program included creation of a web site, on site events at major marathons and traveling fitness spokespeople across the country.

For vitaminwater, we helped educate Americans that the benefits of water did not have to stop with hydration. For Fruit 2-0 we taught people that even small steps towards good health have meaningful benefits.

For The North Face, we help support their ongoing athletes' programs and worked extensively on the Endurance50 as Dean Karnazes ran 50 marathons in 50 states in 50 consecutive days, simultaneously setting a new world record for the most marathons run in one year by any person in history.

Ruder Finn has supported Novartis Oncology's sponsorship of the Avon Walk for Breast Cancer Event series since 2004. The Avon Walk for Breast Cancer offers a choice of a marathon (26.2 miles) or a marathon and a half (39.3 miles) over a weekend. The total distance is up to the walker. The sponsorship supports Ribbon of Pink, a Novartis Oncology educational initiative that helps breast cancer survivors by providing resources and information about maintaining health and taking steps to help reduce the risk of recurrence.