slide1
Download
Skip this Video
Download Presentation
CX3 Post-Conference Meeting February 9, 2010 Network for a Healthy California Media Campaign Strategies

Loading in 2 Seconds...

play fullscreen
1 / 43

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


  • 104 Views
  • Uploaded on

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:

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' CX3 Post-Conference Meeting February 9, 2010 Network for a Healthy California Media Campaign Strategies ' - vashon


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
slide1
CX3 Post-Conference MeetingFebruary 9, 2010Network for a Healthy CaliforniaMedia Campaign Strategies

Mary Rousseve, Interim Manager

Communications and Media Team

strategy
Strategy

Consumer Opportunity:

  • Experience synergistic feelings of responsibility and empowerment

Responsibility/Helplessness             Responsibility/Empowerment 

strategy cont
Strategy cont.

Main Idea:

  • Increase self efficacy and normative change

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

strategy cont1
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 cont2
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
media campaign placement
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)
awards
Awards

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

awards1
Awards

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

awards2
Awards

Soulful Recipes: Building Healthy Traditions Cookbook (Gold Award)

award
Award

Shape of Yoga (Gold Award)

award1
Award

Inspiring Youth as Partners

(Silver Award)

award2
Award

Food Stamp Office Resource Kit – 2

(Silver Award)

public relations theme
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
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
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
slide42

Mary Rousseve, Interim Manager

Communications and Media Team

[email protected]

(916) 449-5381

cachampionsforchange.net

networkforahealthycalifornia.net

ad