objectives present 2010 grow a healthy child campaign preview campaign elements
DESCRIPTION
Partner’s Meeting January 28 ~ASU Downtown Presented by: Veronica Vaughn ~ Social Marketing Manager, AzNN. 2010 GROW A HEALTHY CHILD Micro-Campaign. Objectives Present 2010 Grow A Healthy Child Campaign Preview Campaign Elements. Champions for Change. - PowerPoint PPT PresentationTRANSCRIPT
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Partner’s Meeting January 28 ~ASU Downtown Presented by: Veronica Vaughn ~ Social Marketing Manager, AzNN
Objectives
•Present 2010 Grow A Healthy Child Campaign
•Preview Campaign Elements
2010 GROW A HEALTHY CHILDMicro-Campaign
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Champions for Change
2010 Social Marketing Micro-Campaigns
January – April, 2010
October – December, 2010
May – September, 2010
2010 Year round @ 25%
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Main Message
Be a “Champion for Change” in your family by eating meals together and doing family activities.
January – April 2010
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WHERE WE GET OUR MESSAGE?
Research & Evaluation
■Research with the target audience (800) at locations statewide (Tucson, Flagstaff, Winslow, Phoenix, Prescott, Yuma, etc.).
■Tools: Pre & Post Tests
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PRE-TEST
Test the likeability of each campaign concept and the relevance of the message
(focus group setting).
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POST-TEST
Measures awareness of the campaign and behavior change if applicable. Results compared by year and by campaign.
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SUPPORTING MESSAGES
■ Eat meals together choose a variety of foods
■ Fun family activity ideas■ When cooking meals, children can help■ Include more whole grains in your meals■ Ways to keep your child healthy
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Communicating our Message
GHC Campaign Elements – Media
■ Television & Radio: Phoenix, Tucson and Yuma and cable networks
■ Collateral Pieces: Door Hangers & Direct Mailers
■ NEW! Shopping Cart Ads
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-Fun Food News for Adults & Kids–New design!
-Poster for Adults & Kids
-Sheet of 3 Recipe Cards
-Event in a Box: Preschool and Elementary School Editions - Certificates, Event Posters, New Activity Sheets
- Education Reinforcement Item: Grocery Bag
Communicating Our Message
GHC Campaign Elements-Collateral Materials
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Web Site Updates EatWellBeWell.org & ComeSanoViveMejor.org
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NEW!COMMUNITY OUTREACH
(Local events & activities that are relevant)
Health Fairs & Festivals: Community, School & Media
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Radio Spots
:60 English / :60 Spanish
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TV Spots
:30 English Grow a Healthy Child Eng/Span.
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CAMPAIGN SUMMARYMessage: Be a “Champion for Change” in
your family by eating meals together and
doing family activities.
Date: January – April, 2010
Social Mkting: TV, Radio, Collateral, Website
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