Live like Your Life Depends on it .

1. LivelikeYour LifeDependson it. Advancing the Message Section of Chronic Disease Prevention & Nutrition Services

2. Missouri’s Health Concerns • Chronic disease burden • Missouri has higher rates compared to US • Chronic Diseases—higher rates in age 45+ compared to 18+ • Risks factors a concern even though rates decrease for smoking and obesity for older adults • 80% of older adults have at least one chronic condition, 50% have at least two • By 2020, 20% of Missourians will be over 65

3. Health Messaging Concerns • Competing messages • Finite funds to provide pro-health message • Difficult to motivate behavioral changes • Public education only one tactic that must be used in combination with others

4. Outcomes desired • Increased number of adolescents and adults whose physical activity levels, eating habits and weight meet recommended standards • Increases number of adults who practice desired prevention and control behaviors • Increased numbers communicating common messages

5. Our Approach • Select target audience • Complement other interventions and programs • Use media experts and formative research to tailor for target population. • Unify multiple program efforts • Build on common ground—establish common prompts for action

6. Our Approach, continued • Base on evidence • Deliver compelling messages • Engage partners in design and implementation • Provide campaign resources and materials • Report results—accountability • Complement other interventions & programs • Evaluate

7. Design Criteria • Focus on positive, do not isolate or create negative attitude regarding those that are obese, overweight or have a chronic disease • Messages are evidence-based, relevant to audience, simple, clearly describe desired action

8. Using the Experts • Media Cross • University of Missouri School of Journalism • Hughes • Partners & Their Public Info Staff

9. Audience Research Campaign targets adults 45+ y.o. Formative research shows: • Missourians continue high-risk behaviors • Clear barriers that cause complacency among target audience (e.g., time, physical health) • Must increase confidence and control • Doctors influential followed by family and friends

10. Focus Group Feedback • Preferences validated • Messages tested • Execution approaches tested

11. Analysis & Selection LivelikeYour LifeDependson it.

12. Ramping Up For Success • Collaborative use of existing networks and communication avenues • Materials web-based, can be co-branded and produced to complement existing program and activities • Radio and print ads augment activities • Complement partner and community programs and related activities

13. Pilot Phase (8-12 2007) • Limited promotion • Agency directed activities • Fixed distribution problems • Tracked activities • Collected Baseline data

14. Live Like Your Life Depends On Itwww.dhss.mo.gov/ChronicDisease/Campaign • Priority Messages for the first phase: • Eat Smart • Move More • Be Tobacco Free • Get Recommended Health Screenings

15. State Expansion (12/07+) • Compiled strategic plan with partners • Expand materials for segments of target audience • Adding supports for different settings • Adding public website • Enhancing communications • Promote Campaign

16. Community Expansion (1/08+) • Kansas City Area • Partner forms • Evolving supports for communities • Updates • Coordination • Message Board

17. 2008 Activities • Expand materials for population segments • Enhance message dissemination (e.g., TV, tailored internet) • Evaluate and enhance based on results • Continue to maintain and expand partnerships • Partner and Public Website Updates

18. 2008 Activities, continued • Maintain distribution and dissemination system • Enhance community implementation phase • Secure funding and resources to support initiative • Adding Adolescent campaign • Evaluation

19. For more information: Contact Deborah Markenson, 573-522-2800 Jeanie Bryant, 573-526-9724 Sherri Homan, 573-522-2810 Deborah.Markenson@dhss.mo.gov January 2008