Fit4Kids aims to reduce childhood obesity in Richmond. They lack credibility and impact currently. Their objectives are to: 1) establish credibility as obesity experts, 2) position themselves as the community voice on obesity, and 3) shift thinking to see obesity as an opportunity. Key insights show kids want endorsed role models and parents want amplified voices. Fit4Kids wants to lead a movement by identifying core believers, turning them into leaders, establishing consistent messaging, displaying their symbol, and rallying continued support to ignite momentum in fighting childhood obesity.

1. Rallying Richmond
11.28.2011
Aj Hickcox, Kirstie Maryott, Hunter Pechin
Kerith Rae & Jessica Sartoretto

2. BACKGROUND
Nearly one of every three children in U.S.
are overweight/obese
70% of children today are at risk of growing
to become obese adults
Fit4Kids founded in 2010

3. CHALLENGE
Fit4Kids lacks credibility and platform to
make significant impact

4. OBJECTIVES
1. Build credibility as the authority of best practices
2. Position Fit4Kids as unifying voice for Richmond community
3. Create a shift in thinking...
FROM: TO:
“This is a problem” “This is an opportunity
to help”

5. KEY INSIGHTS
1. Kids are motivated by role models; however, messages
they receive are often overwhelming and fragmented.
2. Parents are not competing to be the “only voice” in
their children’s lives—Instead they want their voice to be
amplified and endorsed.
3. Motivated community members are willing to help.

6. MAIN IDEA
Fit4Kids is doing more than building a brand...
You are leading a movement

7. WHAT IS A MOVEMENT
“A broad social alliance of people who are
connected through their shared interest in
blocking or affecting social change.”

8. WHAT IS A MOVEMENT
The Process:
Cause Core Believers Leaders
Message Symbol Rally Cry

9. RECOGNIZE THE CAUSE
A principle that, because of a deep
commitment, one is prepared to defend or
advocate.
Fit4Kids’ Cause: Eliminate Childhood Obesity
CORE
CAUSE LEADERS MESSAGE SYMBOL RALLY CRY
BELIEVERS

10. RECOGNIZE THE CAUSE
“Childhood
obesity is a huge
55.4% of
“A lot of people problem.”
teachers agreed
at my school are - Mom #1
that childhood
pretty big.
obesity is a major
People have
“Heart disease. problem at
adapted to it.”
High blood pressure. their school.
- 7th Grade Student
In teenagers?!” - Online survey
- Mom #2
CORE
CAUSE LEADERS MESSAGE SYMBOL RALLY CRY
BELIEVERS

11. RECOGNIZE THE CAUSE
CORE
CAUSE LEADERS MESSAGE SYMBOL RALLY CRY
BELIEVERS

12. IDENTIFY CORE BELIEVERS
Psychographic... Not Demographic
62.5% of parents agree to
- Concerned about prevalence being frustrated because they
- Frustrated by lack of action do not always know how/if
they can help other children.
- Worried about widespread apathy
- Online survey
CORE
CAUSE LEADERS MESSAGE SYMBOL RALLY CRY
BELIEVERS

13. TURN BELIEVERS INTO LEADERS
80.6% of teachers expressed an interest to get involved in
their schools and fight childhood obesity.
- Online survey
CORE
CAUSE LEADERS MESSAGE SYMBOL RALLY CRY
BELIEVERS

14. TURN BELIEVERS INTO LEADERS
HOW
1. PTA Meetings
2. Teacher Conferences
3. Public Events
4. Information Sessions
Fit4Kids’ Voice
Credibility • Popularity • Effectiveness
CORE
CAUSE LEADERS MESSAGE SYMBOL RALLY CRY
BELIEVERS

15. ESTABLISH A MESSAGE
- CRITERIA -
- Insight - 1. Defined
2. Consistent
Moms want the 3. Authentic
messages they tell 4. Easy To Spread
their kids to be
echoed and
supported by the Fit4Kids serves as the
other influences in unifier of fragmented
their children’s lives.
messages.
CORE
CAUSE LEADERS MESSAGE SYMBOL RALLY CRY
BELIEVERS

16. ESTABLISH A MESSAGE
59.4% of concerned
teachers indicated they
don’t feel comfortable
approaching a
student’s parents about
their child’s health.
- Online survey
CORE
CAUSE LEADERS MESSAGE SYMBOL RALLY CRY
BELIEVERS

17. DISPLAY YOUR SYMBOL
An easily identifiable symbol that represents the
message and mission of Fit4Kids.
CORE
CAUSE LEADERS MESSAGE SYMBOL RALLY CRY
BELIEVERS

18. (SOMETHING) RALLY CRY
Call for continued support
Increase public presence to ignite momentum
CORE
CAUSE LEADERS MESSAGE SYMBOL RALLY CRY
BELIEVERS

19. THOUGHT STARTERS
1. Facebook Page
2. Youtube Channel
3. Information Session
4. Tent/Banners
5. Annual Event

20. THOUGHT STARTERS
94% of teachers visit
Facebook on daily basis
- Online survey
700 million active
Facebook users

21. THOUGHT STARTERS
64% of teachers visit
Youtube on weekly basis
- Online survey
1. Weekly vlog
2. Event highlights
3.Classroom suggestions
4.Recipe suggestions

22. THOUGHT STARTERS
Richmond ranks as the 2nd-most charitable
city in the U.S.

23. CORE
CAUSE LEADERS MESSAGE SYMBOL RALLY CRY
BELIEVERS
JOIN THE MOVEMENT!

24. METHODOLOGY
Focus Groups
1:1 Interviews Online Surveys
1. Midlothian, Va
Oct. 3, 2011 Four Total Surveys
Various Richmond
7 mothers Oct. 24–Oct. 29
Locations
2. Richmond, Va 114 parents
10 mothers
Oct. 3, 2011 52 teachers
8 children