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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 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



Pre view what s harder tv ads
Pre-view What’s HarderTV ads


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






Nelly camillo carlos central valley region
Nelly Camillo-Carlos, Central Valley Region




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 Awards

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


Educational materials toolbox for community educators
Educational Materials AwardsToolbox for Community Educators


Awards1
Awards Awards

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


Awards2
Awards Awards

Soulful Recipes: Building Healthy Traditions Cookbook (Gold Award)


Award
Award Awards

Shape of Yoga (Gold Award)


Award1
Award Awards

Inspiring Youth as Partners

(Silver Award)


Award2
Award Awards

Food Stamp Office Resource Kit – 2

(Silver Award)



Public relations theme
Public Relations Theme Awards

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 Awards

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 Awards

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 Awards

Communications and Media Team

[email protected]

(916) 449-5381

cachampionsforchange.net

networkforahealthycalifornia.net


Thank you
Thank you! Awards


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