PR Writing and CampaignsRCJ Consulting

Situation Analysis

Client: "Fed Up" Documentary Produced in 2014, explains how sugar is the main cause of the obesity

epidemic Main Issue: Obesity rates are out of control and we are eating

ourselves to death as a nation "Fed Up" is trying to inform Americans about the health implications

of the sugar in our food and a new way of looking at weight gain Challenges: lobbying power of big food industry, government

pushback, and inconsistent studies on weight loss/gainNow it's our turn to try and help!

What is "Fed Up"?

Overview of Campaign Development

Research

Action (Overall Campaign Plan)

Communications (Tactic Explanations)

Evaluation

Research

Fed-Up as an Organization

Currently have a well-developed website with various efforts to reach the public Legislative support

links to "a page for members to join that keeps people in the loop about policy makers that are supporting regulations on sugary drinks and sodas

Fed Up National House Parties kits that households can order that includes party ideas and discussion

questions to create “house parties” where the film in shown and discussed Highlights “food fighters” on website where individuals can post their own

story on how they are living healthier lifestyles Fed Up Challenge: National campaign for individuals to try cutting sugar

out of their diets for 10 days

Sugar is Poison Sugar is the main factor contributing to the obesity problem

Sugar is 8 times as addictive as cocaine Recommended amount of sugar consumption per day is 6-9

teaspoons

1977, Americans doubled sugar intake Sugar has many names on nutrition labels

high fructose corn syrup, cane sugar, raw sugar Sugar is the only ingredient on a nutrition label that does not

have a daily value percentage next to it, all because of big food companies lobbying power

Poison Cont.

1980's began with new doctrine

Government reported on how diets changed Sugar, dairy, and meat industries banned together Began to add sugar so it tastes better

No fat= no taste

American Heart Association Daily Allowance 6-9 tbsps. of sugar a day Usually surpasses that with breakfast

Bowl of cereal + orange juice

New Way at Looking at Weight Gain

Old perceptions of weight gain and weight loss are changing Common view of how to lose weight is to burn more calories than you

consume All calories are not the same, though This calls for an emphasis on looking more closely at what we eat Why is a Calories Not a Calorie (Video)

World Health Organization United Nations

No more than 10% of diet should be sugar Bush administration wanted to stop the report

“Too tough on food industry” Extorted the WHO to get rid of it

US government recommends 2x the amount No daily recommendation for sugar on nutrition labels

Michelle Obama Change products “Let’s Move” Campaign

1946 School Lunch Act Government got involved with school lunches

schools became dependent on the money

2006 80% of all high schools had exclusive contracts with soda companies

2012 more than half serve fast food

2010 Obama made USDA come up with new guidelines

School Lunch Act Cont. Make bad decisions at school because there’s no other choice

Nachos Cheeseburger or Sloppy Joe

School stores promote unhealthy eating Deal on fast food each day

Slushie Chips to buy

Market to Children Health insurance buys stock in fast food companies

Today's Facts Current rate

95% of all Americans will be overweight or obese in two decades 1/3 will have diabetes More debt because healthcare for obesity

Children will ultimately deal with it

Other countries prohibited junk food and taxed soda

By large food companies marketing sugary foods, they're also responsible for the obesity epidemic

Survey Wanted to test the awareness of what people think is in their food and

how that may or may not contribute to the obesity epidemic 75 Participants 60 females, 14 Males, 1 Nonbinary Ages: 18, 19, 20, 21, 22+

Questions Included: What do you think is the main cause of obesity in America?

Answer: Foods that are high in sugar (44.6% )

What is the recommended amount of sugar consumption per day? Answer: 6-9 teaspoons (60.8%)

Which is healthier, regular or reduced fat peanut butter? Answer: Regular peanut butter (81.1%)

Survey Cont.

How many teaspoons of sugar are in a 20 oz bottle of soda? Answer: 17 teaspoons (36.5%)

Is there a daily recommended value for every item on nutrition labels? Answer: No (52.7%)

Sugar is 8 times as addictive as cocaine Answer: True (73%)

Which item has the most sugar? Choices: A cup of grape juice, 1 S'mores flavored Pop Tart, A bowl of Frosted Flakes,

1 chocolate chip cookie Answer: A cup of grape juice (45.9%)

Survey Results/Conclusions

Findings:

• 12 out of the 75 people surveyed (65%) did not include any mention of eating healthy as a way to lose weight

• Based on these results, we can see that 18-22 year olds are unaware of what is in their food and what is harmful to their bodies

Obese Counties in Pennsylvania Cambria (36%)

Cambria Elementary School Fayette (35%)

Fayette Elementary School Bradford (35%)

School Street Elementary School Snyder (34%)

Selinsgrove Elementary Northumberland (34%)

Priestley Elementary school

http://www.kcci.com/news/25172870

Action (Campaign Layout)

Overview of Campaign Campaign Goal:

To increase awareness in schools, homes, and health systems on the impact sugar has on our bodies. Increasing awareness will inspire individuals to demand change in Pennsylvania schools and the government.

Objectives: 1) To educate faculty (including school nurses) and students about the harmful

effects food they're eating can have on their bodies by visiting ten elementary schools in the most obese counties in Pennsylvania by Fall 2016.

2) To increase "Fed-Up House Party" registration by 100 sign ups from Pennsylvania residents by Fall 2016.

3) To receive 1,000 new sign-ups for the "Center for Science in the Public Interest" page from Pennsylvania residents by Fall 2016.

The page gives individuals the opportunity to support government officials who are pursing positive changes related to the harmful foods we're exposed to.

Campaign Cont.

Target Audience: Students Parents (of students) Nurses Faculty

* all from various public elementary schools in the most obese counties in Pennsylvania

Overview of Tactics: School Assemblies T-Shirts Brochures Fact Sheets "Fed Up" App Rooftop Gardening News Release

Communications (Tactics)

Tactic Explanations Assemblies Hold in-house assemblies at 5 schools Interactive and educational Distribution of Fed Up movie in health classes.

T-Shirts T-shirts with the names of hidden sugar in foods will be handed out

when students answer questions at assemblies Will be very colorful and strategic

Brochure will include quick facts, as well as “call to actions” that he/she can

take home to their parents such as the “Center for Science in the Public Interest” page and the “Fed-Up House Party” link

Emphasizes some information for parents

Tactic ExplanationsFact Sheet information on current studies and medical information related to obesity in kids. “Fed Up” App Targeted toward students Advertise at assemblies A game that educates kids on healthy food choices

Rooftop Gardening Promote rooftop gardening at schools show kids how to plant, harvest, and eat healthy foods themselves

News Release Distributed to local papers surrounding the 5 schools Will summarize what Fed Up’s goal is Will be sent out after the assemblies as a reflection of what occurred and a summary

of the event

Tactic Example: T-Shirt

Tactic Example: Brochure

Tactic Example: Fact Sheet

Tactic Example: News Release

Evaluation

What would success look like? Success would be accomplishing all of our original objectives, which would

mean:

There is evidence that students, faculty, and parents have been educated about the harm of the food they are eating by fall 2016

Pre/Post Survey Scores Lunch/health program changes BMI comparison

We received 1,000 or more new sign-ups on the “Center for Science in the Public Interest” page by fall 2016

We received 100 or more new sign-ups for the “Fed-Up House Party” registration by fall 2016

Evaluation Along the Way

Constantly making edits to tactics to make sure they line up with our objectives Brochure: insert plugs for "Fed Up House Parties" and "Center for Science

in the Public Interest" pages T-shirt: make more directed to target audience of children Fact Sheet: eliminate large emphasis on other causes that are not cohesive

with our main objectives

Will we be successful? We believe in our ability to accomplish our objectives and goal because

we carefully aligned our tactics with our objectives to: Educate all areas of our target audience

Students: assemblies, brochure, t-shirts, app, rooftop gardening Parents: brochure, rooftop gardening Health experts: assemblies, fact sheet Local Communities: News Release

Highlight key points that will encourage action mentioned in objectives "Fed Up House Parties" and political page pointed out on brochure Website mentioned in news release

Our time limit is doable because the five assemblies is not an unreasonable number of locations to plan and visit