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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 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
“My Rules” Outdoor Ads: Billboards, catering trucks, transit
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)
National Health Promotion Informational Coalition (NHPIC) Awards
Awards Fruit, Vegetable, and Physical Activity Toolbox for Community Educators (Gold Award )
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 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 mary.rousseve@cdph.ca.gov (916) 449-5381 cachampionsforchange.net networkforahealthycalifornia.net