Approximately 38 percent of the population of Southeast Washington, D.C. is currently overweight, a staggering figure when all the health problems associated with obesity are taken into account. Not only is this epidemic a drain on the health system, it is a drain on people’s ability to live active, happy lives. We believe that the Department of Health can help to chip away at this problem with strategic community partnerships, which will help to get residents both eating better and exercising more.

1. DC Moves Ending Obesity in DC a campaign for the District of Columbia Department of Health Kelly Barrett, Sarah Boison, Bev Chaplin, Jesse Goldberg, Mike Lock, Zach Sutton

2. Target Audience

3. Marketing Objectives

4. Communications Objectives

5. Media Strategy

6. Media Tactics

7. Radio Spot Mike : Hey, Ashley. Ashley: *sitting at kiosk* Oh hey, Mike. Getting your weekly grocery shopping done? M: Yeah, what are you up to? I’ve never seen this here before. A: Oh this? It’s the new DC Moves Machine. M: The “DC Moves Machine”? A: Yeah, it’s part of the partnership between Giant, the Anacostia Fitness Center, and The Department of Heath. M: Really? A: Yeah. You can use this kiosk to keep track of your fitness progress, earn Giant bonus points, and find out about upcoming events at the Anacostia Fitness center. M: You can do all that? How does it work? A: Well, I just come to the Giant on Alabama Avenue to get everything I need to have healthy meals for my family, and stop by this kiosk on my way out. M: Sounds easy so far. A: It is. I can input my receipt here, drag and drop items together to plan healthy balanced meals, and update all of my family’s fitness activities to track our progress toward a healthier life style. M: Wow, but how can you afford all that? A: That’s the best part! It’s completely free and it actually saves me money in the long run. M: Where can I sign up? A: Right here actually. Just sign up at Giant or at the Anacostia Fitness Center and you can get started right away! This message brought to you by the District of Columbia Department of Health.

8. Media Tactics

9. Message Strategy

10. Message Tactics

11. Message Tactics - Programming

12. Message Tactics

14. Message Strategy

15. DC Moves Website

16. Evaluation

17. Budget