from ads to action: a childhood healthy weights communication campaign promoting physical activity,...
TRANSCRIPT
From Ads to Action:A childhood healthy weights communication campaign promoting physical activity, health eating & self-esteem
Presented by:Donna Howard, Physical Activity ConsultantEvelyn Vaccari, Nutrition Promotion Consultant
February 6, 2006Physical Activity Resource Centre Conference
What will this workshop address?
Collaboration to develop a communication campaign promoting healthy weights for young children
Campaign use to support other health promotion strategies
Physical activity component & resources
Agenda Campaign rationale and
development Campaign overview Dissemination strategies Complementary strategies Evaluation Benefits & challenges Questions & wrap up
Walk and Talk
“What percentage of children in the U.S. have a television in their room?”
“What is the most popular physical activity for Ontario adults over the age of 20?”
“At what age does self-esteem develop?”
“Is the media to blame for the increase in obesity?
Why or why not?”
“What percentage of children in the U.S. have a television in their room?”
“What is the most popular physical activity for Ontario adults over theage of 20?”
“At what age does self-esteem develop?”
“Is the media to blame for the increase in obesity?
Why or why not?”
TPH Healthy Weights Concept Healthy weights - interrelationship
between healthy eating, physical activity and self-esteem.
Weight is influenced by genetics, environment and personal choices.
Extremes in body weight are a risk factor for chronic diseases.
TPH Healthy Weights Concept (continued) Achieving and maintaining a healthy
weight focuses on behaviours rather than weight itself.
Healthy weights are individual and unique.
Healthy bodies come in different shapes and sizes.
Why…
Focus on obesity prevention/healthy weights promotion? Increasing rates & associated health
risks Compliment other TPH initiatives Fill a gap
Why…
Target families of children 0-6 years? Critical stage for behaviour & skill
development Influential period
Why…
Choose role modeling and parental involvement theme?
Steps to develop campaign
Hired Fingerprint Communications Inc.
Followed THCU’s 12 step process for developing communication campaigns
Fingerprint developed several creatives
Focus tested creatives
Selected creative concept & developed support materials
Collaboration Logistics Lead and copyright for Phase 1 – TPH
Lead and copyright for Phase 2 - PPH
Letter of Understanding - Permission to use creative and collateral templates
Cost associated with production and dissemination rested with each Health Unit
Campaign Overview Two phased campaign
Phase 1 (awareness): aims to increase parents’ awareness about the role they play in promoting healthy weights in children
Phase 2 (skill building): aims to encourage parents to make simple yet fundamental changes which support their children in adopting healthy eating and physical activity behaviours
Phase 1-Awareness Toronto Public Health
Duration- 6 weeks
3 images
Ads in transit, malls, City of Toronto Publications
Poster and brochure distribution
“Does my butt look fat in these jeans?”
Your kids are listening.
What you say and do in front of your children can affect their self esteem. Set a healthy example when your children are young. Call…
“ I could stand to lose a few pounds.”
Your kids are listening.
What you say and do in front of your children can affect their attitudes about food. Eat well and set a healthy example when your children are young. Call…
“I never seem to find time to exercise.”
Your kids are listening.
What you say and do in front of your children can affect their attitudes about exercise. Be active and set a healthy example when your children are young. Call…
Your Kids Are Listening
• Kids copy what they see and hear
• Parents are the most important role model children have
• Parents shape their children’s health habits, especially when it comes to healthy eating, physical activity and self esteem
Phase 2- Skill building
Toronto Public Health Duration - 2 months
2 images
Ads in transit, malls, medical offices, City of Toronto Publications, parent magazines
Poster and brochure distribution
Kids can be picky eaters.
So let them pick.
Let your child pick a favourite vegetable for dinner tonight – it will help build healthy eating habits. For simple meal ideas call…
Kids Are Capable of Sitting Still.
You Just Have to Wear Them Out First.
Encourage your young child to be active – it’s easy and fun! Call …
Kids can talk for hours.
Give them an audience at dinner tonight.
Eating together as a family is a great way to teach children healthy habits. For simple meal ideas to make and eat as a family call …
Television Ad“Healthy habits last a lifetime”
2 x 15 second ads 5 week media buy on City TV & Cable Pulse 24 Join the game: “Playing with your child builds healthy
habits that can last a lifetime.” Join the conversation: “Eating with your child builds
healthy habits that can last a lifetime.”
Website component
TPH posted the ad on website www.toronto.ca/health/children/healthy_weights.htm
Complementary Strategies
Service provider education: TPH staff workshops & resources
Influencer education & skill building: childcare provider workshops & resources
Parent skill building: practical activity/tip sheets
Website: www.toronto.ca/health/children
Parent Activity/ Tip Sheets
Evaluation Pre & post campaign internet
surveys Tracking -website hits-phone requests-resource dissemination
Evaluation - Methodology
Online post-campaign survey conducted fall 2005
Benchmark survey was conducted (spring 2005) prior to launch of the media campaign
504 Toronto parents of children ages one to six years old
Evaluation – Participant Demographics
Close to equal representation of males (46%) & females (54%)
Largest age group was 35-49 (56%) followed by 25-34 (39%)
Over half were born in Canada (63%) Majority were in married or common
law relationships (81%)
Evaluation – Physical Activity
2 out of 3 parents surveyed both before & after the campaign reported that they are physically active with their child 5 or more days per week
Slightly more parents agreed that their level of physical activity will affect their children before the campaign was launched (88%) than after (83%)
Evaluation – Physical Activity
Post campaign, 95% of parents agreed that there are simple things they could do to help their kids develop good physical activity habits (vs. 78% pre)
Factors influencing a child’s physical activity habits:
parent’s’/role model’s shared activities (56%) Availably/ variety of activities at school,
TV/computer/video time, weather/time spent outdoors, accessibility to variety of fun activities, peers/siblings/other kids to play with (12-17%)
Benefits and Challenges of CollaborationBenefits Sharing resources Extending the
campaign Greater reach
geographically Similarities between
our population Consistency of
advertising company Learning from each
other’s experience
Challenges Approval process Geographical and
environmental differences
Different use of language
Questions?
Donna Howard 416-338-8033 or [email protected]
Evelyn Vaccari416-338-1229 or [email protected]