FITbit — “Fit For Food”

Fitbit wanted to find a way to get people to commit to being more active in the new year. Being 99% sedentary ourselves, we wondered what it would take for us to, well...move.

So we created FitForFood — an initiative that turned physical fitness into an engine for charitable giving. The idea was simple: for every active calorie our Fitbit community burned, we’d donate one calorie of food to America’s hungry.

Launching on the day most Americans quit their New Year’s Resolutions, our inspired community instead became 70% more active. And in just 16 days, we achieved our goal of burning one billion calories, generating over 1.5 million meals for people in need.