1. Creating the Eat Better, Move More Campaign using Persona Research
Elyse Maxwell: Health Communication Manager, Oklahoma Tobacco Settlement Endowment Trust (TSET)

2. Learning Objectives Review persona research findings.
Review strategy and tactics used in the Eat Better, Move More campaign.
Identify components of campaign that may be scaled to fit other programs.

3. State of Health in Oklahoma
Childhood obesity: 17.3%
Adult obesity: 36.5%
Adults who do not engage in physical activity: 36.4%
Oklahoma is ranked second-to-last in consuming three daily servings of vegetables, and third-to-last in consuming two or more daily servings of fruit.

4. What Is a Persona?
Personas are fictional, generalized characters that encompass the various needs, goals and behavior patterns among your target audience.
Specific variables include age, income, ethnicity and geography.
Persona research helped SYF with the Eat Better, Move More campaign messaging.

5. SYF Personas The Nanny Stay-At-Home Mom Health Aware Mom
The Experimenter
Hectic Mom
Health Aware Mom
The Experimenter
The SYF persona study analyzed eating, exercise and shopping habits of low and middle socioeconomic status (SES) moms. It consisted of 25 in-depth phone interviews with moms who have children under age 15 in Oklahoma.
The majority of moms owned a smart phone.

6. Shape Your Future Eat Better, Move More Campaign
SYF launched a campaign with marketing tactics to drive home how the audience could eat better and move more.
SYF developed content around healthy recipes, launched a new online physical activity hub and created downloadable tools to encourage healthy action like eating better and moving more.
The messages we served to our target audience were successful because we did extensive research to find out what they need, want, obstacles they face, etc.

7. Why Is This Important?
With behavior change, we know that it takes a long time to see change.
Use the tools that you have readily available to learn more about your target audience.
Talk with people, conduct surveys and look at your website analytics to see what people are clicking on the most. A persona is just one of many research tools.

8. How Can You Adopt This Concept?
You can use research and dig deeper into your target audience to influence behavior change.
Persona research doesn't have to be costly. Regional programs can use secondary search data and website analytics to compile research. Research informs content strategy for social media, digital media, website content, blogs or any other health resource.

10. Results
Engagements are the most important part of using personas for a campaign or messaging tactic. You want to make sure you’re reaching your audience in an effective way.
Results of the Eat Better, Move More Campaign were widely successful because we provided actionable tips to improve our audience’s health.
This was an effort of TSET, but we shared these results and learnings with our community grantees across the state so they can gain knowledge from our research.

11. Takeaways Know your target audience.
Research is key to defining messaging.
Set clear, measurable goals and objectives to effectively reach your audience.
Evaluate results and optimize.

12. Contact Presentation Download: http://bit.ly/SYFPresentation
Elyse Maxwell: Health Communication Manager, Oklahoma Tobacco Settlement Endowment Trust (TSET)
Sjonna Paulson, APR: Director of Health Communication, Oklahoma Tobacco Settlement Endowment Trust