Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Arizona Nutrition Network 2012 WHOLE GRAINS Social Marketing Micro-Campaign.

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Presentation transcript:

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Arizona Nutrition Network 2012 WHOLE GRAINS Social Marketing Micro-Campaign

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona CAMPAIGN MESSAGING Primary Message Make half your grains whole, everyday.

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona CAMPAIGN MESSAGING Secondary Messaging: Try new whole grains Look for the word “whole” Take small steps by eating whole grains everyday Eating Whole Grains: –is an important part of a healthy diet –is a healthy choice for everyone in your family

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona HOW DO WE DETERMINE OUR MESSAGING? –Concept Testing: August, 2010 –Barriers: taste, no knowledge about how to prepare, not liking to try new things and cost.

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona MESSAGE EFFECTIVENESS Tools: Pre & Post Tests Sample: Target audience of 800 Champion Moms Statewide: Tucson, Flagstaff, Winslow, Phoenix, Prescott, Yuma

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona CREATIVE DIRECTION Celebrating the last year’s Champion Moms Champion Moms and icons are still victorious, relevant, confident, engaging and fun!

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona WHOLE GRAINS CAMPAIGN :30 TV Spots Advertising Collateral Materials Web Site: Updates & New Video Online Ads Community Outreach

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Whole Grain Marketing Collateral Fun Food News Posters Recipe Cards Campaign Tool Kit/Event in a Box (online) Educational Reinforcement Item (ERI)

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Campaign Materials

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Campaign Materials

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Campaign Materials

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Campaign Materials

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Campaign Materials

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Campaign Materials

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona WEBSITE NEWS CURRENTLY IN FINAL PHASE OF WEBSITE REFRESH EatWellBeWell.org ComeSanoViveMejor.org

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona 2012 CAMPAIGN FLIGHT January – April:Whole Grains May – August:Healthy Proteins ***Sept. – Dec.: Part of FY13 TBD

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona 2012 WHOLE GRAINS :30 TV Spots Online Video Ads (Both English & Spanish)

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona Questions? Comments? Confused? Go to website: EatWellBeWell.Org ComeSanoViveMejor.Org Contact: Veronica Vaughn or Sue Briody

Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona