Activia, a brand of White Plains, N.Y.- and Broomfield, Colo.-headquartered Danone North America, said it is partnering with new mother and self-care advocate Iskra Lawrence to get loud about gut health and the impact it can have on overall wellbeing. A long time Activia fan and someone who has been working on her own gut-health journey for years, Lawrence is helping Activia activate enriching experiences designed to help women prioritize their mental and physical wellness.
The added societal and health pressures brought about by the pandemic have been a challenging adjustment for everyone. However, women are facing higher rates of burnout and stress when compared to men (source: Employee Benefit News), at times having to contend with housework, caregiving and home education in addition to the demands of employers, Activia said. As the first quarter of 2021 comes to a close, it’s unclear when this trend will change.
“Like many women, my health journey has been turbulent, and currently many of us are facing daily challenges — but we have to continue showing up for ourselves. That’s why I’m so excited to be a part of the mind and body experiences Activia and Hello Sunshine are hosting for women supporting gut health,” said Lawrence. “I enjoy Activia yogurt regularly, and it has always been a trusted brand. I’m beyond excited to help Activia provide women with simple practices they can incorporate into their daily routine, which support gut health, and in turn, may further overall emotional and physical wellbeing.”
Activia said it believes that wellness starts within, and the brand is dedicated to providing empowering resources and experiences that can support women at any point in their wellness journey. Further, the brand has found a like-minded partner in Lawrence, who relies on inner wellness to help address her mental and physical challenges brought about by becoming a new mom during a pandemic.
“Activia understands just how much your gut health can affect you mentally, emotionally and physically,” said Sonika Patel, vice president of marketing, Danone North America. “As probiotic experts, we know not all probiotics are equal. In addition to developing delicious yogurts with billions of probiotics, Activia is taking action for the bodies and minds of women this spring. Our partnerships with Iskra Lawrence and Hello Sunshine are designed to provide experiences that will equip women with the tools they need to help support a happy gut and a strong self.”
It’s time to “Get Your Gut in Gear,” and as an advocate for self-care, Lawrence is challenging women to focus on their inner wellness by signing up for Activia’s two-week Gut Health Challenge. Participants are encouraged to try Activia twice a day for two weeks to understand how adding Activia yogurts into one’s daily routine, with its billions of probiotics, may help support their gut health. Participants may also enter for a chance to win envy-worthy prizes, including a free supply of Activia, the brand said.
Activia and Lawrence invite women to attend two live, virtual sessions held in partnership with Reese Witherspoon’s media company, Hello Sunshine, and Fair Play author Eve Rodsky. The inaugural “Mind” event, taking place March 18, will feature an interactive mental health workshop offering practices and resources to help alleviate stress (register here). In the coming months, a body-focused event will be held, Activia said, offering stimulating discussion around the power of physical movement in helping to avoid burnout, along with energizing workout techniques. Attendees will have opportunities to win curated “Get Your Gut In Gear” essentials, and more.