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CX3 Post-Conference Meeting February 9, 2010 Network for a Healthy California Media Campaign Strategies

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

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CX3 Post-Conference Meeting February 9, 2010 Network for a Healthy California Media Campaign Strategies

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  1. CX3 Post-Conference MeetingFebruary 9, 2010Network for a Healthy CaliforniaMedia 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. Strategy cont. Main Idea: • Increase self efficacy and normative change “I can relate to those women, and I can do what they do.”

  6. Strategy cont. 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

  7. Strategy cont. 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

  8. Mass Media

  9. Pre-view What’s HarderTV ads

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

  11. Angeline Lee and Judith Gaeta, Los Angeles Region

  12. Sheree Murphy, Bay Area Region

  13. Soleil Deknatel, North Coast Region

  14. Evelyn Chavarria, Los Angeles Region

  15. Nelly Camillo-Carlos, Central Valley Region

  16. Xinia Sanchez, San Diego Region

  17. Spanish Radio Ads

  18. 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)

  19. Commercial Break

  20. National Health Promotion Informational Coalition (NHPIC) Awards

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

  22. Educational MaterialsToolbox for Community Educators

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

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

  25. Award Shape of Yoga (Gold Award)

  26. Award Inspiring Youth as Partners (Silver Award)

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

  28. Public Relations

  29. 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 • Offersan overall prevention theme • Specific themes created for specific focus area and promotion

  30. 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”

  31. 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

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

  33. Thank you!

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