SMPA Capstone

510 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
510
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Environment and Individual focus – system of interactions and relationships between individuals, conditions and situationsSocial marketing (behavior) – Product,Price, promotion, place
  • SMPA Capstone

    1. 1. Digital MyPlate: Empowering Healthy Eating Habits<br />Amanda Eamich<br />School of Media and Public Affairs<br />August 4, 2011<br />
    2. 2. Obesity Trends in America<br />
    3. 3. Food Guide Pyramid (1992)<br />
    4. 4. MyPyramid (2005)<br />
    5. 5. MyPlate (2011)<br />Simple and straightforward visual cue<br />Recommended proportions of major food groups<br />Easily personalized to diet, culture and preferences<br />
    6. 6. Health Communications and MyPlate<br />Web Communications Strategy<br />Health and Behavior Change<br />Social marketing and a Transmedia Approach<br />Strategic alliances and partners<br />Empower consumers through an educational, fun and engaging online strategy<br />Information -> Action<br />
    7. 7. Health Behavior Campaigns<br />Ecological model<br />Communication in a Social Context<br />Social marketing – Health as a Product<br />Call to action and Self-efficacy<br />Individual within the Community<br />
    8. 8. Five-A-Day For Better Health<br />General health promotion and encouragement<br />Low sense of urgency, concrete benefits<br />Social Networks critical to adoption<br />Hands-on experience and personalization<br />Quick tips for a busy lifestyle<br />Simplify and incentivize healthy eating habits<br />
    9. 9. Anti-Smoking Campaigns<br />Direct, relevant and engaging<br />Confront social pressure<br />Empower through education<br />For youth, by youth<br />Relevant, educational web-based social environment<br />
    10. 10. VERB: it’s what you do.<br />Multi-channel, multi-year campaign for tweens<br />Phased approach for behavior change<br />Awareness -> Initiate -> Reinforce and Encourage -> Maintain<br />Interactive, game-oriented design<br />Broadcast/online communication inspires offline activity<br />
    11. 11. MyPlate Communication Strategy<br />Engagement - General public, teens and nutritional gatekeepers<br />Empowerment - Skill- and confidence-building<br />Entertainment<br />
    12. 12. Setting the stage<br />61 % of adults online seek health-related information<br />Older teens, lower-income households more likely to go online<br />¾ Teens (12 – 17) own and use cell phones<br />Average 50 text messages per day<br />11% send e-mail daily<br />¼ teens online will “fan” a Facebook page<br />
    13. 13. ChooseMyPlate.gov <br />Social engagement<br />Incentive to participate<br />Online community<br />Recipes and more<br />
    14. 14.
    15. 15. Web-based tactics<br />Blogger roundtables<br />Twitter outreach and engagement<br />School-based learning<br />Journal and track healthy eating<br />
    16. 16. For teens: MyPlate, My Choice<br />Social modeling for a healthier, more fulfilling life with friends<br />Gaming and challenges<br />Virtual Worlds<br />
    17. 17. Nutritional Gatekeepers<br />Individual choices become family habits<br />Tips for busy lifestyles<br />Recipes, cooking techniques, coupons<br />Social integration online and through strategic partners<br />
    18. 18. Amanda Eamich<br />School of Media and Public Affairs<br />Capstone Defense<br />August 4, 2011<br />

    ×