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

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

3. 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

4. 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.

5. 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

6. 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!

7. 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

8. 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)

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

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

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

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

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

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

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

16. 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

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

18. 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

19. Bureau of Nutrition and Physical Activity Leadership for a Healthy Arizona