From Ads to Action: A childhood healthy weights communication campaign promoting physical activity, health eating & self-esteem Presented by: Donna Howard, Physical Activity Consultant Evelyn Vaccari, Nutrition Promotion Consultant February 6, 2006 Physical Activity Resource Centre Conference

What will this workshop address? Collaboration to develop a communication campaign promoting healthy weights for young children Campaign use to support other health promotion strategies Physical activity component & resources

Agenda Campaign rationale and development Campaign overview Dissemination strategies Complementary strategies Evaluation Benefits & challenges Questions & wrap up

Walk and Talk

“What percentage of children in the U.S. have a television in their room?”

“What is the most popular physical activity for Ontario adults over the age of 20?”

“At what age does self-esteem develop?”

“Is the media to blame for the increase in obesity? Why or why not?”

“What percentage of children in the U.S. have a television in their room?”

“What is the most popular physical activity for Ontario adults over the age of 20?”

“At what age does self-esteem develop?”

“Is the media to blame for the increase in obesity? Why or why not?”

TPH Healthy Weights Concept Healthy weights - interrelationship between healthy eating, physical activity and self- esteem. Weight is influenced by genetics, environment and personal choices. Extremes in body weight are a risk factor for chronic diseases.

TPH Healthy Weights Concept (continued) Achieving and maintaining a healthy weight focuses on behaviours rather than weight itself. Healthy weights are individual and unique. Healthy bodies come in different shapes and sizes.

Why… Focus on obesity prevention/healthy weights promotion? Increasing rates & associated health risks Compliment other TPH initiatives Fill a gap

Why… Target families of children 0-6 years? Critical stage for behaviour & skill development Influential period

Why… Choose role modeling and parental involvement theme?

Steps to develop campaign Hired Fingerprint Communications Inc. Followed THCU’s 12 step process for developing communication campaigns Fingerprint developed several creatives Focus tested creatives Selected creative concept & developed support materials

Collaboration Logistics Lead and copyright for Phase 1 – TPH Lead and copyright for Phase 2 - PPH Letter of Understanding - Permission to use creative and collateral templates Cost associated with production and dissemination rested with each Health Unit

Campaign Overview Two phased campaign Phase 1 (awareness): aims to increase parents’ awareness about the role they play in promoting healthy weights in children Phase 2 (skill building): aims to encourage parents to make simple yet fundamental changes which support their children in adopting healthy eating and physical activity behaviours

Phase 1-Awareness Toronto Public Health Duration- 6 weeks 3 images Ads in transit, malls, City of Toronto Publications Poster and brochure distribution

“Does my butt look fat in these jeans ?” Your kids are listening. What you say and do in front of your children can affect their self esteem. Set a healthy example when your children are young. Call…

“ I could stand to lose a few pounds.” Your kids are listening. What you say and do in front of your children can affect their attitudes about food. Eat well and set a healthy example when your children are young. Call …

“ I never seem to find time to exercise.” Your kids are listening. What you say and do in front of your children can affect their attitudes about exercise. Be active and set a healthy example when your children are young. Call…

Your Kids Are Listening Kids copy what they see and hear Parents are the most important role model children have Parents shape their children’s health habits, especially when it comes to healthy eating, physical activity and self esteem

Phase 2- Skill building Toronto Public Health Duration - 2 months 2 images Ads in transit, malls, medical offices, City of Toronto Publications, parent magazines Poster and brochure distribution

Kids can be picky eaters. So let them pick. Let your child pick a favourite vegetable for dinner tonight – it will help build healthy eating habits. For simple meal ideas call…

Kids Are Capable of Sitting Still. You Just Have to Wear Them Out First. Encourage your young child to be active – it’s easy and fun! Call …

Kids can talk for hours. Give them an audience at dinner tonight. Eating together as a family is a great way to teach children healthy habits. For simple meal ideas to make and eat as a family call …

Television Ad “Healthy habits last a lifetime” 2 x 15 second ads 5 week media buy on City TV & Cable Pulse 24 Join the game: “Playing with your child builds healthy habits that can last a lifetime.” Join the conversation: “Eating with your child builds healthy habits that can last a lifetime.” Website component TPH posted the ad on website

Complementary Strategies Service provider education: TPH staff workshops & resources Influencer education & skill building: childcare provider workshops & resources Parent skill building: practical activity/tip sheets Website:

Parent Activity/ Tip Sheets

Evaluation Pre & post campaign internet surveys Tracking -website hits -phone requests -resource dissemination

Evaluation - Methodology Online post-campaign survey conducted fall 2005 Benchmark survey was conducted (spring 2005) prior to launch of the media campaign 504 Toronto parents of children ages one to six years old

Evaluation – Participant Demographics Close to equal representation of males (46%) & females (54%) Largest age group was (56%) followed by (39%) Over half were born in Canada (63%) Majority were in married or common law relationships (81%)

Evaluation – Physical Activity 2 out of 3 parents surveyed both before & after the campaign reported that they are physically active with their child 5 or more days per week Slightly more parents agreed that their level of physical activity will affect their children before the campaign was launched (88%) than after (83%)

Evaluation – Physical Activity Post campaign, 95% of parents agreed that there are simple things they could do to help their kids develop good physical activity habits (vs. 78% pre) Factors influencing a child’s physical activity habits: parent’s’/role model’s shared activities (56%) Availably/ variety of activities at school, TV/computer/video time, weather/time spent outdoors, accessibility to variety of fun activities, peers/siblings/other kids to play with (12-17%)

Benefits and Challenges of Collaboration Benefits Sharing resources Extending the campaign Greater reach geographically Similarities between our population Consistency of advertising company Learning from each other’s experience Challenges Approval process Geographical and environmental differences Different use of language

Questions? Donna Howard or Evelyn Vaccari or