Edge Health Develops Frosted Pink, Nationally Televised Women’s Health Series
This show began as a simple imperative for Edge Health President, Mike Burg, whose career credits include the creation of top-rated award shows like the Teen Choice Awards on FOX and Kids Choice Awards on Nickelodeon. In response to a need to educate and empower women as it relates to key health issues, his company created a new broadcast paradigm, combining the glitz and glamour of A-list celebrity entertainment with a powerful platform of healthcare messaging specific to cancers that primarily affect women.
Enter Frosted Pink in 2007, the first of what has become a series of nationally televised shows and live events which provide great entertainment and also inspire, inform and influence the audience to be proactive about their health.
Frosted Pink, hosted by Olympic figure skating champion Peggy Fleming along with pop icon Sharon Osbourne, both cancer survivors, offered an outstanding mix of Grammy award winning artists and stunning performances by Olympic skaters.
Staged at the Barker Airline Hanger in Santa Monica California, the live event boasted headliners like Rascal Flatts, Joss Stone, Natalie Cole, Heart, Anastacia, Olivia Newton-John, Craig Morgan, Kenny “Babyface” Edmonds and the Shades of Pink Breast Cancer Survivor Choir. Skaters Kristi Yamaguchi, Nancy Kerrigan, Kurt Browning, Oksana Baiul, Katia Gordeeva, Rosalynn Sumners, Sasha Cohen, John Baldwin & Rena Inoue and Tanith Belbin & Ben Agosto wowed the crowds with their amazing athleticism and technical mastery.
Entertaining? Absolutely! But our non-profit Partners added legitimacy and effective messaging to Frosted Pink. Joining the effort were the Gynecologic Cancer Foundation GCF), the National Breast Cancer Coalition (NBCC), the National Coalition for Cancer Survivorship (NCCS), and the Ovarian Cancer National Alliance (OCNA). Their task was to author and support the messages of cancer survivorship which provided a consistent thread throughout the broadcast.
A 360-degree marketing platform, created to enhance the show presence, included an interactive website with links to our partners and sponsors as well as a national PR effort which included long and short lead editorial, print, broadcast and broadband coverage of the live event and television.
The two-hour broadcast aired on ABC, October 14th 4-6pm with multiple re-airs on the Style Network throughout the months of October and November.
