1. Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona April 29, 2010 Presented by: Veronica Vaughn ~ Social Marketing Manager, AzNN 2010 GO LOW Social Marketing Micro-Campaign DRINK 1% MILK.

2. Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona Oct. – Dec. 2010 Coming Soon! May – Sept. 2010 2010 Campaign Flight Go Low – Drink 1% Milk Fruit & Veggies More Matters Make Your Move

3. Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona 2010 GO LOW CAMPAIGN Message: Drink 1% Milk. May – Sept. 2010

4. Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona WHERE WE GET OUR MESSAGE? MARKET RESEARCH –2009 Milk Study –Tools: Pre & Post Tests –Target Audience: 800 Champion Moms Statewide: Tucson, Flagstaff, Winslow, Phoenix, Prescott, Yuma

5. Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona Go Low Campaign @ a Glance :30 TV Spots :60 Radio Spots Web Site Updates Go Low Champion Moms Marketing Materials Grocery Store Ads Community Outreach

6. Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona NEW FEATURES Clear & Direct Message – “Drink 1% Milk” Grocery Store Advertising Adult/Senior Activity Sheets New and interactive marketing materials Community Outreach

7. Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona New Grocery Ads Grocery Store Door Clings: Shelf Talkers:

8. Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona -Fun Food News: Adults, Kids & Seniors -Poster: Adults & Kids -Recipe Cards -Event in a Box: Preschool, Elementary School Adult Editions - Certificates, Event Posters, Activity Sheets -ERI: Stadium Cup 2010 Go Low Campaign Materials

9. Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona Education Reinforcement Item Stadium Cup Messaging:

10. Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona Web Site Updates EatWellBeWell.org ComeSanoViveMejor.org

11. Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona PARTNER OPPORTUNITIES! Community Outreach: Health Fairs & Festivals Community, School & Media Discussion Board: Great communication tool Share ideas

12. Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona CAMPAIGN SUMMARY Message: Drink 1% Milk. 2009 Milk Study Data: “A realistic and progressive step from 2% milk” ~ Champion Moms May – Sept. 2010

13. Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona 2010 Go Low – Media :30 Television

14. Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona 2010 Go Low – Media :60 Radio

15. Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona Upcoming Social Marketing Initiatives Media Usage Study in progress 2010 FVMM Concepting in progress 2011 New Flight of Campaigns

16. Bureau of Nutrition and Physical Activity Leadership for a healthy Arizona Go Low – Drink 1% Milk.