CX3 Post-Conference Meeting
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CX3 Post-Conference Meeting February 9, 2010 Network for a Healthy California Media Campaign Strategies PowerPoint PPT Presentation


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CX3 Post-Conference Meeting February 9, 2010 Network for a Healthy California Media Campaign Strategies . Mary Rousseve, Interim Manager Communications and Media Team. 2010 Media Campaign . Advertising. Strategy. Consumer Opportunity:

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CX3 Post-Conference Meeting February 9, 2010 Network for a Healthy California Media Campaign Strategies

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CX3 Post-Conference MeetingFebruary 9, 2010Network for a Healthy CaliforniaMedia Campaign Strategies

Mary Rousseve, Interim Manager

Communications and Media Team


2010 Media Campaign


Advertising


Strategy

Consumer Opportunity:

  • Experience synergistic feelings of responsibility and empowerment

    Responsibility/Helplessness             Responsibility/Empowerment 


Strategy cont.

Main Idea:

  • Increase self efficacy and normative change

    “I can relate to those women, and I can do what they do.”


Strategy cont.

Authentic and Believable

  • The moms and dads are real, not actors, and very much like me (attitudinally, demographically)

  • There are many of them making noble changes to protect their children, families

  • It’s really difficult for them too, but they work hard to overcome the barriers


Strategy cont.

Brand Personality:

  • Empowering, change agent, champion

  • Convey champions on a more everyday, real level

  • Step up the emotions of the campaign and broaden them to include a range of feelings


Mass Media


Pre-view What’s HarderTV ads


“My Rules” Outdoor Ads: Billboards, catering trucks, transit


Angeline Lee and Judith Gaeta, Los Angeles Region


Sheree Murphy, Bay Area Region


Soleil Deknatel, North Coast Region


Evelyn Chavarria, Los Angeles Region


Nelly Camillo-Carlos, Central Valley Region


Xinia Sanchez, San Diego Region


Spanish Radio Ads


Media Campaign Placement

  • Available online on the Communications and Media webpage

  • Media Markets include: Bakersfield, Chico, Eureka, Fresno, L.A., Monterey, Palm Springs, Sacramento, San Diego, San Francisco/Oakland/San Jose, Santa Barbara

  • Includes – TV ads, Spanish-language radio, and Billboards (in most areas)


Commercial Break


National Health Promotion Informational Coalition (NHPIC) Awards


Awards

Fruit, Vegetable, and Physical Activity Toolbox for Community Educators (Gold Award )


Educational MaterialsToolbox for Community Educators


Awards

Power Up with Fruits and Vegetables Children’s Cups of Fruits and Vegetables poster (Gold Award)


Awards

Soulful Recipes: Building Healthy Traditions Cookbook (Gold Award)


Award

Shape of Yoga (Gold Award)


Award

Inspiring Youth as Partners

(Silver Award)


Award

Food Stamp Office Resource Kit – 2

(Silver Award)


Public Relations


Public Relations Theme

Eat Right When Money’s Tight

  • Became the theme and message for 2009

  • Adopted from USDA’s new messages and web pages that provided budget friendly tips and resources

    Eat Healthy Today for a Better Tomorrow

  • Offersan overall prevention theme

  • Specific themes created for specific focus area and promotion


Eat Healthy Today for a Better Tomorrow

Fruit and Veggie Fest – May 2010

“Shop Smart for a Healthy Start”

Juneteenth – June 2010

“Healthy Ways Fuel Healthy Days”

Latino Health Awareness Month – Sept. 2010

“Healthy Change is Within Your Reach”


Communications Resource Library

Online Resources

  • Communications Templates – newsletter, brochure, flyer

  • Media and PR Templates – press release, calendar release, message points

  • Champion Toolkit – updated Network messages, current theme, PR ideas for local events

  • Champion Mom Screener


Mary Rousseve, Interim Manager

Communications and Media Team

[email protected]

(916) 449-5381

cachampionsforchange.net

networkforahealthycalifornia.net


Thank you!


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