AIR MILES Launches Innovative Health Promotion Program with Private and Public Sector. Participants include: the Heart and Stroke Foundation, Jenny Craig Canada, Government Agencies and Others

Rewards Significantly Boost Canadians' Participation in Healthy Lifestyle Initiatives

TORONTO, Nov. 8, 2011 /CNW/ - Loyalty points have long been known to drive consumer decisions and behaviour. Now, after extraordinary results from a recent pilot program encouraging healthy living, the AIR MILES Reward Program can claim its points drive positive behaviour change as well.  With the incentive of AIR MILES reward miles, in just under 25 minutes, 1,000 Canadians had completed an online health risk assessment by the Heart and Stroke Foundation.  In just four and a half days, more Canadians had completed that same risk assessment than in the previous two and a half years; and in just one month, grocery shoppers in British Columbia were buying substantially more fresh produce and Health Check™ products than ever before.

On the strength of these results, today AIR MILES for Social Change announced the establishment of a permanent national health promotion program.  This new practice is built in close collaboration with government health agencies, non-governmental organizations and private sector practitioners across the country.  It is designed to leverage the broad reach and popularity of the AIR MILES reward currency in order to promote and reward healthier lifestyle choices among all Canadians. More than two thirds of all households in Canada are active Collectors of AIR MILES.

AIR MILES for Social Change is a national social venture by LoyaltyOne-operator of the AIR MILES Reward Program.  The health promotion initiative supports the power of AIR MILES to drive positive behaviour.  It is one of several solutions LoyaltyOne has recently launched leveraging the power of AIR MILES toward this goal.

"Over the past twenty years we have learned that AIR MILES effectively influences decisions and modifies long-term consumer behaviour", says Andreas Souvaliotis, President of AIR MILES for Social Change.  "We are harnessing that unique power and reach to guide, encourage and reward Canadians on their journey to healthier lifestyles."

Since January 2011, AIR MILES for Social Change has been assessing the effectiveness of consumer loyalty reward points as incentives to promote healthier lifestyle choices among Canadians.  Test initiatives were launched across the country rewarding smoking cessation, healthier choices at the grocery store, weight reduction programs, overall lifestyle awareness initiatives and more direct engagement with health (NGOs).  "We've been overwhelmed by the results," says Souvaliotis.  "Each campaign has been remarkably effective and cost-efficient." 

Partners in the new health promotion initiatives include the Heart and Stroke Foundation of Canada, the Government of British Columbia, the Government of New Brunswick, Jenny Craig Canada and the Ontario Health Study.

"Our world needs more of these types of solutions," says David Sculthorpe, CEO, Heart and Stroke Foundation of Canada.  "The results say it all.  AIR MILES for Social Change is a revolutionary way to encourage healthy behaviours. Through the partnership of private, public, non-governmental, and health organizations, we will be that much more effective in tackling some of our biggest health challenges."

About AIR MILES for Social Change
AIR MILES for Social Change is a Canadian social venture operated by LoyaltyOne Inc., global provider of loyalty strategy, programs, customer analytics and relationship marketing services. AIR MILES for Social Change partners with government agencies, energy utilities, public transit providers and non-governmental organizations (NGOs) to leverage the reach and popularity of the AIR MILES reward program in support of a wide range of health and environmental policies. For more information, visit

About the AIR MILES Reward Program
Founded in 1992, the AIR MILES Reward Program is Canada's premier coalition loyalty program. More than 10 million active Collector accounts, representing approximately two-thirds of all Canadian households, actively participate in the Program. The AIR MILES Reward Program allows Collectors to indulge in leisure, entertainment, merchandise, travel and other lifestyle rewards quickly, simply by doing their everyday shopping for products and services at AIR MILES Sponsors. AIR MILES reward miles can be redeemed for more than 1,200 different rewards, such as movie passes, family attractions, electronic merchandise, sports and recreation, travel and more.

SOURCE LoyaltyOne

For further information:

Sebastian Gatica, Environics Communications,

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