brand tour presented by: susan pennel kristy garcia sarah paulsen
Post on 20-Jan-2016
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BRAND TOUR
Presented By: Susan Pennel
Kristy Garcia
Sarah Paulsen
Objective of Today’s Presentation
• Learn to use the Network for a Healthy California Champions for Change brand as a dynamic symbol for healthy change across California.
•This will only happen if we all use it often and use it correctly.
2007Network for a
Health California Champions for
Change is unveiled,
introducing a new era of health messaging
encouraging children and adults
to eat the daily recommended
cups of fruits and vegetables, be
physically active, and help change
conditions in their communities that
contribute to obesity.
19875 a Day is
initiated by the California
Department of Health Services,
encouraging children and adults to eat
therecommended
5 servings a day of fruits and vegetables.
1997California Nutrition Network is formed
to build a partnership of
community-basedorganizations to
deliver the 5 a Day
message. Growsfrom three localorganizations to200 in ten years.
2005New Dietary
Guidelines forAmericans recommends
a near doublingof fruits and vegetables,
outdating5 a Day’s
recommendation.
From 5 a Day to Network for a Healthy California
Norma-tive
Change
Norma-tive
Change
Environ-mentalChange
Environ-mentalChange
PolicyChangePolicy
Change
Health Disparities
Change
Health Disparities
Change
LifestyleChange
LifestyleChange
C-H-A-N-G-E
Network for a Healthy California
Empowerment, Champions, Change Agents
Fruits and Vegetables
PhysicalActivity
Chronic Disease
Prevention
Food Security
Primary Targets: Internal Culture, Intermediaries, ConsumersSecondary: Policy Makers, Executive Branch, Advocates, Media, Government PartnersTools & Disciplines: Commmunity Development, Systems Change, Policy, Researh and Evaluation, Environmental, Industry Practices, Communications
We’re going to share our
power with you
Empowerment, Champions, Change AgentsEmpowerment
Increase individual’s or community’s
capacity to make choices
Transforming those choices into assets
Keep in mind the communication strategies
stemming from our Benchmark Studies
#1: Increase Self-EfficacyBuild self-confidence among our target
Every mom has the power inside of her to set an example for healthy change and to make it fun.
Keep in mind the communication strategies
stemming from our Benchmark Studies
#2: Change Social Normative Belief
Healthy eating and active living are happening in families and
communities all over California.
To: Moms everywhere are making healthy changes for their
families, and I want to be like them.
From: It’s too hard for moms like me to make healthy changes in their households.
Bringing the Champions for Change Brand to Life
#1 Lead with Passion and Vision.
We actively create the change
we want to see in the world.
Bringing the Champions for Change Messaging to Life
#1 Lead with Passion and Vision.
#2 Be Real. . . Emote inspiration and confidence . . . “You Can Do It!”
#3 Think of Champion Moms who represent the Network.
#3 Think of Champion Moms whorepresent the Network
It’s Not Easy, But We Want the Best For Our Families.
My Kitchen. My Rules.I’m In Control.Together We Can!
If I Can Do It, So Can You.
Parting Words
• Use success stories to “sell” the Network.
• Incorporate the brand name “Champions for Change” frequently.
• The simple use of a brand logo does not in itself create a brand. • Well-designed and consistently delivered brands build equity and create value.
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