1. CX3 Post-Conference Meeting February 9, 2010 Network for a Healthy California Media Campaign Strategies Mary Rousseve, Interim Manager Communications and Media Team

2. 2010 Media Campaign

3. Advertising

4. Strategy Consumer Opportunity: Experience synergistic feelings of responsibility and empowerment Responsibility/Helplessness Responsibility/Empowerment

5. Main Idea: Increase self efficacy and normative change “I can relate to those women, and I can do what they do.” Strategy cont.

6. 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.

7. 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.

8. Mass Media

14. Pre-view What’s Harder TV ads

15. “My Rules” Outdoor Ads: Billboards, catering trucks, transit

16. Angeline Lee and Judith Gaeta, Los Angeles Region

17. Sheree Murphy, Bay Area Region

18. Soleil Deknatel, North Coast Region

19. Evelyn Chavarria, Los Angeles Region

20. Nelly Camillo-Carlos, Central Valley Region

21. Xinia Sanchez, San Diego Region

22. Spanish Radio Ads

23. 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)

24. Commercial Break

25. National Health Promotion Informational Coalition (NHPIC) Awards

26. Awards Fruit, Vegetable, and Physical Activity Toolbox for Community Educators (Gold Award )

27. Educational Materials Toolbox for Community Educators

28. Awards Power Up with Fruits and Vegetables Children’s Cups of Fruits and Vegetables poster (Gold Award)

30. Awards Soulful Recipes: Building Healthy Traditions Cookbook (Gold Award)

32. Award Shape of Yoga (Gold Award)

34. Award Inspiring Youth as Partners (Silver Award)

36. Award Food Stamp Office Resource Kit – 2 (Silver Award)

38. Public Relations

39. 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

40. 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”

41. 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

42. Mary Rousseve, Interim Manager Communications and Media Team mary.rousseve@cdph.ca.gov (916) 449-5381 cachampionsforchange.net networkforahealthycalifornia.net

43. Thank you!