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: Experience synergistic feelings of responsibility and empowerment Responsibility/Helplessness Responsibility/Empowerment

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 Strategy cont.

Mass Media

Pre-view What’s Harder TV 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 Materials Toolbox 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 Offers an 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 “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 (916) cachampionsforchange.net networkforahealthycalifornia.net

Thank you!