Grassroots strategies sometimes mean digging deep into the community to reap great results. When CVS called on Hybrid Marketing to support a community relations program to promote health and fitness, we did just that. The CVS Get Fit Challenge wanted to provide grants to non-profits and schools to fund a variety of programs and needed to get the word out about this new initiative. Hybrid secured the support of nine community groups to drive the message to those who needed help the most. Then we orchestrated an event to recognize the winners and showcase their programs. From more than 500 applications, CVS awarded more than $100,000 in grants and secured a wealth of goodwill from its community partners.