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The Importance of Branding

This presentation by Becky Larson, a Public Relations and Marketing Specialist, delves into the significance of branding for public health efforts. Participants will learn to leverage the Network for a Healthy California Champions for Change brand to drive healthy transformations across the state. The session emphasizes the collective strength of campaigns like African American Latino Special Projects Power Play!, highlighting the vital role of branding in unifying diverse initiatives. Attendees will discover strategies to strengthen the Champions for Change brand, emphasizing passion, authenticity, and vibrant messaging. From Champion Moms to the evolution of health messaging since the inception of 5 a Day in 1987, the presentation underscores the pivotal role of branding in promoting nutritious habits and combating chronic diseases. Key areas of focus include empowerment, physical activity, food security, and chronic disease prevention, with targets ranging from internal culture to policy makers, advocates, and government partners. Tools and disciplines such as community development, policy research, and communication are highlighted for creating lasting impact.

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The Importance of Branding

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  1. The Importance of Branding Presented by: Becky Larson Public Relations, Marketing Specialist

  2. Objective of Today’s Presentation • Understanding the importance of branding and why its matters to your efforts • Learn to use the Network for a Healthy California Champions for Change brand as a dynamic symbol for healthy change across California • This will only happen if we all use it correctly and use it consistently

  3. Individually, each campaign and program make important contributions to improving the health of low-income Californians. African American Latino Special Projects Power Play! Direct Marketing Physical Activity Advertising Retail LIAs Worksite

  4. Branding pulls all the pieces together, creating synergy and a united front. African American Latino Special Projects Power Play! Direct Marketing Physical Activity Advertising Retail LIAs Worksite

  5. Collectively we represent a powerful and empowering force that fights for healthy change.

  6. How Do We Make Our Brand Strong?

  7. Bringing the Champions for Change Brand to Life #1 Lead with Passion and Vision. We actively create the change we want to see in the world.

  8. Bringing the Champions for Change Messaging to Life #1 Read the Branding Guidelines Manual #1 Lead with Passion and Vision. #2 Be Real. . . Emote inspiration and confidence . . . “You Can Do It!” #3 Think of Champion Moms who represent the Network.

  9. Outdoor: Billboards, catering trucks, transit TV (LA)

  10. Champion Moms

  11. From 5 a Day to Network for a Healthy California 1987 5 a Day is initiated by the California Department of Health Services, encouraging children and adults to eat the recommended 5 servings a day of fruits and vegetables. 1997 California Nutrition Network is formed to build a partnership of community-based organizations to deliver the 5 a Day message. Grows from four local organizations to 160 in ten years. 2005 New Dietary Guidelines for Americans recommends a near doubling of fruits and vegetables, outdating 5 a Day’s recommendation. 2007 Network for a Healthy California Champions for Change is unveiled, introducing a new era of health messaging encouraging children and adults to eat the daily recommended cups of fruits and vegetables, be physically active, and help change conditions in their communities that contribute to obesity.

  12. Network for a Healthy California Empowerment, Champions, Change Agents Fruits and Vegetables Physical Activity Food Security Chronic Disease Prevention Primary Targets: Internal Culture, Intermediaries, Consumers Secondary: Policy Makers, Executive Branch, Advocates, Media, Government Partners Tools & Disciplines: Community Development, Systems Change, Policy, Research and Evaluation, Environmental, Industry Practices, Communications

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