1. TABLE OF CONTENTS
Introduction (Everyone) _______________________________2
Goals (Bobbi) _______________________________________3
Start/Stop/Continue (Kim) ____________________________4
Target (Bobbi & Kim) _________________________________5
Channels (Teja)_____________________________________ 7
Message/Slogan/Colors (Everyone) _____________________9
How will we know if this is a success? (Teja) ______________9
Works Cited_______________________________________11

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Kim Leskovec, Bobbi Lawton, Teja Foster
Health and Wellness Communication
30 July 2015
#4theHealthOfIt
Just For The Health Of It is an upcoming campaign that will aim
to decrease the more than one-third (34.9% or 78.6 million) of U.S.
adults that are obese. The media in America only focus' on the
message that Americans are obese, but what they don’t include are
tactics to end the increasing epidemic. Commercial after infomercial
we see different ways to get slim, with the promotion of diet pills,
body wraps, surgery, meal supplements and at home work-out
marketing schemes but nothing that tells us to simply eat better to live
longer.
More importantly, the other side to our campaign would be to
better assist the poverty stricken citizens in the U.S. by offering
healthier meal options that help save money. Most Americans spend
their paychecks on health care and food; in general, a meal costs $5
to $7 at a fast food restaurant, but the cost of cooking at home
averages out to $1.50 to $3 per person. That's a 40-79 percent
savings for healthier, homemade food. For instance, burgers, fries and

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drinks at McDonald's costs $28 for a family of four. These are facts
that most Americans are not aware of, because the media does not
focus on the enhancement of Americans, only what they are doing to
themselves. 60% of Americans are in between lower middle class,
lower class or in poverty, our aim is to help the greater half of
Americans utilize their money more efficiently, starting with putting
better food into their bodies and spending their money wisely. We will
mostly use social media platforms to reach out to our main target
demographic of adults 20 -39.
Our goal is to promote healthy eating habits and share how
eating healthy can be inexpensive while decreasing the high obesity
rate that is steadily rising. The outreach on our social media platforms
will be used to determine if our goal has been achieved. We will create
videos to share through these outlets, post videos on youtube and our
main website. The use of social media to share our videos and link
them back to our website will allow more people to view our campaign
and help spread awareness on this issue. On our social media pages,
recipes of healthy low cost meals will be periodically shared. The
website will include all of our videos and recipes in an easier accessible
format than our social media sites.
Increasing awareness about obesity by giving factual information
based off research, will better educate Americans on how the food

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industry is consuming most of our paychecks. Most Americans realize
that there is an obesity problem, but may not know how many people
it affects.
People who are obese are at an increased risk for several
diseases and health conditions. A couple of those health consequences
include: type 2 diabetes, hypertension, gallbladder disease, stroke,
and mental illnesses. Obesity and the associated health problems have
an economic impact on the U.S. healthcare system. The money that
the U.S. spends on obesity and associated health problems, could be
used on diseases that are non preventable. We want to help spread
awareness by letting people know how much money is used because of
this health issue. In 2008, the medical care costs in the U.S. were
estimated to be $147 billion. We will give real data that will help
people understand why they should help do something about the
obesity numbers rising. Preventing obesity will help prevent several
other diseases in the U.S.
Like any other health campaign, Just for the Health of It hopes
to start a specific action, stop bad habits and to continue more
effective and healthy ways of living. One action that the campaign will
promote will be to eat less fast food meals. It is a fact that by cooking
the right foods at home, people will save their money and be able to
feel more satisfied with their choice.

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Our campaign will educate Americans on how they spend their
money on food and the benefits that come with cooking at home. For
example, a fast food salad may not fill people up as much because of
the basic ingredients like lettuce, tomatoes and dressing. Whereas, if a
person buys a head of lettuce at the store and other toppings such as
eggs, lunch meat, vegetables that they like; then they will gain more
nutrients and be able to make their food last longer throughout the
week. It would be cheaper in the aspect that a head of lettuce can be
used for more than just one meal. Making food at home allows people
to see where the food is actually coming from, choose the ingredients
they enjoy, and overall make it a more satisfying meal.
Just for the Health of It encourages people to try to change the
foods they eat before starting to rely on diet pills. Taking diet pills
would be a habit that we would encourage people to stop relying on so
much. These pills could actually be harmful to people, and focus less
on the benefits of eating healthy foods. Most people think it is a quick
and easy fix, but that is not always the case since losing weight is
different for everyone. A way that people can continue their education
and get involved would be to follow and keep up with our mission as
well as share our videos, posts, and outlook with friends and family.
Our main target audience is 20-39 year old Americans (33% of
the obese rate), according the CDC. This age rage is also the highest

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user rate on Facebook. There are currently 936 million daily active
Facebook users on average for March 2015. The amount of people that
log on to Facebook everyday is 64%; with these statistics it is effective
to use Facebook as a media channel to spread awareness and post
videos to reach our target audience. Facebook currently consists of a
younger audience, but the older population is continuously growing.
The socioeconomic status of our target audience will consist mostly of
lower class citizens.
Effective communication in campaigns relies heavily on being
knowledgeable about cultural differences. We will take note of cultural
differences in America when interviewing for our videos. According to
the CDC, Non-Hispanic blacks have the highest age-adjusted rates of
obesity (47.8%) followed by Hispanics (42.5%), non-Hispanic whites
(32.6%), and non-Hispanic Asians (10.8%).
The percentages across races can vary for obesity and there are
certain reasons for this. One reason a race might be higher is because
they use different media channels that advertise different products.
“African American women are at especially high risk for obesity and
related concerns. This may be partly because of advertisements. 13%
of ads in Essence were for fast food, compared to 1% of the ads in
Cosmopolitan” (Chapter 11 page 290). According to these statistics,
African American women may be more likely to want to eat fast food

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because they are so exposed to the popularity of it in the magazines
they read. “Furthermore, Cosmopolitan readers were exposed to more
weight-loss products and claims (mentioned in 41% of ads) than were
Essence readers (12% of ads).” Although some weight loss products
are successful, they can be misused and abused by the consumer if
not educated correctly, or the body does not agree with it. This is
something Just for the Health of It wants to address and find healthier
outlets for people, such as cooking from inside the home, where
weight loss is most effective.
Our main reason of launching Just For The Health of It will be
providing an online resource that focuses on the age range that is
attached to the Internet and social media outlets. We plan to build a
"helpful tips" website with information on how we can reform the
eating habits of Americans, by educating them with facts and real life
situations. Campaigns and bringing awareness to matters are better
shown than explained; in our case, the website would run as an
informative site but in a blog format to better attract viewers. Social
media would be our biggest platform since the age range is 40 and
under with companies like, Youtube, Facebook, Google+ and Tumblr
being our windows for posting our videos.
Our video concept replicates the popularly known TRUTH
campaign for raising awareness, and to decrease the numbers of

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cigarette smoking with less of a scare tactic, but a logical one. The
scenario would be your local fast food salad with price included, date
of expiration and calories going against a grocery run of your typical
salad. This would include lettuce, radish, carrots, croutons and salad
dressing that could last you 3-5 days versus just one meal. This would
be one of many videos released to the public, with strong messages
and education tips throughout the video to lead them back to our
website. This would predominantly be an online campaign using the
hash tag #4thehealthofit to also keep us in the social media
community on all platforms. Having a standard hash tag will continue
the message strong, and help people that are interested to find the
campaign faster. Including opportunity to promote “before and after”
pictures of people who have taken on our tips and put them into use.
Our main target would be an online video site called Buzzfeed,
which directly targets our demographic, and known for viral videos.
According to Quantcast.com, Buzzfeed’s visits in the last month are
over 480 million views with over 57% being in the United States.
Along with our online presence, we would engage in our own public
relations activity, sending the videos out and making a premiere press
release to news outlets and different health campaigns nationwide.

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As a group, we decided our campaign name was catchy and self-
explanatory enough to not need a slogan, for our audience range the
attention span is shorter which means they would not read further into
a slogan. Our logo has both the colors green and red to associate the
environment, healthy clean eating and to exert “freshness,” while red
induces hunger.
The growth of the campaign will be determined first by our social
media platforms, with a review of increasing results every 4-6 months.
This will include how many followers, likes, shares, reviews and
comments we receive on all our social media platforms. Although this
is a mild way to determine the growth of a company, we also plan on
having a donation tab on our website for people who support the
concept of educating and want to help expand outside of videos and
into commercials to reach a wider audience. The amount of donations
we receive will also show how much support we are gaining from our
communities of people who like the idea of health education for free.
With the money we receive, we plan on expanding our street outreach
videos to cities with high poverty and obesity rates to target who we
actually need instead of doing a predominantly city or suburban area.
Funds will also be used to create a pamphlet to help reach those who
do not have social media or access to the internet.

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While growth is our determination, we hope to start becoming
popular on the streets of different cities, where people will come to
support and see the education tactics in person. Just For the Health of
It could be a campaign as big as the cigarette campaign TRUTH in
their online, street and education awareness. If we continue to keep
our facts and education up to date, our campaign could be the start to
reducing the U.S. obesity rate and extend outside of our target
audience. Just for the Health of It hopes to continue the fight against
obesity in America and establish better, healthier lives for everyone.

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Works Cited
"Company Info | Facebook Newsroom." Facebook Newsroom. N.p.,
n.d. Web. 29 July 2015. <http://newsroom.fb.com/company-info/>.
"Division of Nutrition, Physical Activity, and Obesity." Center for
Disease Control and Prevention. N.p., 16 June 2015. Web. 30 July
2015.
<http%3A%2F%2Fwww.cdc.gov%2Fobesity%2Fadult%2Fcauses.html
>.
"Do Fast Food Retailers Really Offer Value Meals?" Daily Finance. N.p.,
n.d. Web. 29 July 29
2015.<http%3A%2F%2Fwww.dailyfinance.com%2F2013%2F05%2F13
%2Fdid-you-know-fast-food-isnt-cheaper-savings-experiment%2F>.
Du Pre, A. (2010). Communicating about health: current issues and
perspectives (3rd ed.). New York: Oxford University Press. Pages 290-
291.