This presentation is the result of René Mikkelsen and my work in the course, Health Campaigns. The goal with the campaign is to promote healthy eating in the United States (San Diego), and we chose a positive perspective to ensure a high level of message reception
Proven measures to lose weight very low calorie diets vlcd and low calorie di...Prab Tumpati
Very low calorie diets and low calorie diets for weight loss are one of the most commonly used and most effective of all the measures for weight loss. Given the risks associated with very low calorie diets, it has to be done only under the supervision of a trained and licensed physician familiar with treatment of obesity.
Please feel free to share this free, public domain information
Thank you.
W8MD Medical Weight Loss Centers
Proven measures to lose weight very low calorie diets vlcd and low calorie di...Prab Tumpati
Very low calorie diets and low calorie diets for weight loss are one of the most commonly used and most effective of all the measures for weight loss. Given the risks associated with very low calorie diets, it has to be done only under the supervision of a trained and licensed physician familiar with treatment of obesity.
Please feel free to share this free, public domain information
Thank you.
W8MD Medical Weight Loss Centers
Obesity and overweight measures to help lose weight and community strategies ...Prab Tumpati
As the nation fights an epidemic of Obesity, here are some of the measures at the level of the community from Centers For Disease Control.
If you are overweight or obese and trying to lose weight, you are not alone. According to statistics, up to 70 percent of the adult population in the United States are either overweight or obese. Our countries approach of blaming the victim for obesity does not help.
Please feel free to share this free, public domain information.
Thank you.
W8MD Medical Weight Loss Centers
Framework for Evaluating Health Promotion projects: The Swiss Model for Outc...Rafa Cofiño
Framework for Evaluating Health Promotion
projects: The Swiss Model for Outcome
Classification in Health Promotion and
Prevention (SMOC)
Committee on Valuing Community-Based, Non-Clinical Prevention
Policies and Wellness Strategies
Institute of Medicine, Washington, D.C. , 5
th December 201 1
Brenda Spencer
University Institute for Social and Preventive Medicine, Lausanne
Günter Ackermann
Health Promotion Switzerland
Psychological and Behavioral Implications in Older Adults with CancerSpectrum Health System
Through Case Presentation and Dydactics, participants will gain an understanding of the psychological and behavioral impact cancer has on older adults.
Changing Behavior What Does It Mean and How Do We Do It (3 of 3)Rotary International
Wells, toilets, water towers, and pipelines. Even the
well-designed elements of Rotary water, sanitation, and
hygiene (WASH) projects can fail if people don’t use
them. There are many reasons people might hesitate
to use a communal toilet. It’s important to understand
the reasons before you build the toilet. Learn about
behavior change and its role in WASH programs, how it’s
connected with culture and community values, and how
to incorporate it into your WASH projects and measure
the outcomes.
Moderator: F. Ronald Denham, Water and Sanitation
Rotarian Action Group Chair Emeritus, Rotary Club of
Toronto Eglinton, Ontario, Canada
Engagement Is Everything, How To Apply Psychology to Improve Digital Experien...Mad*Pow
Why are some digital experiences utterly engaging—addicting, even—and others can’t hold people’s attention for more than a few minutes (we’re looking at you, employer-mandated health risk assessments)? In a world where there are hundreds of thousands of apps in the health and wellness category alone, an engaging experience is a must to win space on someone’s smartphone. In this webinar, we’ll dive into the behavior science behind motivation to uncover some of the qualities of truly engaging digital experiences.
We begin with an understanding of what it means to be engaged, and how to decide what level of engagement is needed for a particular experience. Then, we dive into a robust and well-researched theory of motivation, self-determination theory, to understand what makes certain experiences stick. It’s all about identifying and pushing the “levers of motivation” by designing for the fundamental psychological needs that make people tick. Behavior Change Design Director Amy Bucher, Ph.D., will walk through industry-best examples of engaging digital experiences ranging from video games to educational tools to health interventions. She’ll offer a list of best practices for each of the key levers of motivation: autonomy, competence, and relatedness. Learn how to super-charge your digital products with psychology.
Patricia Jennings, MEd, PhD - "Mindfulness-Based Approaches to Promoting Stud...youth_nex
The Youth-Nex Conference on Physical Health and Well-Being for Youth, Oct 10 & 11, 2013, University of Virginia
Patricia Jennings, MEd., Ph.D. - "Mindfulness-Based Approaches to Promoting Student Learning, Attention and Self-Regulation"
Jennings is a Research Assistant Professor in Human Development and Family Studies (HD FS) and affiliated with the Prevention Research Center at Penn State University.
Panel 4 — Mindfulness, Health and Well-Being: The Mind Body Connection.
Research with adults has found that contemplative practices such as mindfulness and yoga promote a variety of benefits for physical and emotional well-being. This panel will provide an overview of the growing body of research on such activities for youth that have been integrated into school settings and which are designed to affect students' attention, behavior, and academic achievement.
Website: http://bit.ly/YNCONF13
On the potential to dramatically improve health, healthcare and medical science by harnessing petabytes of data from individuals taking care of their own health, and on the necessary shifts in mindset required.
Obesity and overweight measures to help lose weight and community strategies ...Prab Tumpati
As the nation fights an epidemic of Obesity, here are some of the measures at the level of the community from Centers For Disease Control.
If you are overweight or obese and trying to lose weight, you are not alone. According to statistics, up to 70 percent of the adult population in the United States are either overweight or obese. Our countries approach of blaming the victim for obesity does not help.
Please feel free to share this free, public domain information.
Thank you.
W8MD Medical Weight Loss Centers
Framework for Evaluating Health Promotion projects: The Swiss Model for Outc...Rafa Cofiño
Framework for Evaluating Health Promotion
projects: The Swiss Model for Outcome
Classification in Health Promotion and
Prevention (SMOC)
Committee on Valuing Community-Based, Non-Clinical Prevention
Policies and Wellness Strategies
Institute of Medicine, Washington, D.C. , 5
th December 201 1
Brenda Spencer
University Institute for Social and Preventive Medicine, Lausanne
Günter Ackermann
Health Promotion Switzerland
Psychological and Behavioral Implications in Older Adults with CancerSpectrum Health System
Through Case Presentation and Dydactics, participants will gain an understanding of the psychological and behavioral impact cancer has on older adults.
Changing Behavior What Does It Mean and How Do We Do It (3 of 3)Rotary International
Wells, toilets, water towers, and pipelines. Even the
well-designed elements of Rotary water, sanitation, and
hygiene (WASH) projects can fail if people don’t use
them. There are many reasons people might hesitate
to use a communal toilet. It’s important to understand
the reasons before you build the toilet. Learn about
behavior change and its role in WASH programs, how it’s
connected with culture and community values, and how
to incorporate it into your WASH projects and measure
the outcomes.
Moderator: F. Ronald Denham, Water and Sanitation
Rotarian Action Group Chair Emeritus, Rotary Club of
Toronto Eglinton, Ontario, Canada
Engagement Is Everything, How To Apply Psychology to Improve Digital Experien...Mad*Pow
Why are some digital experiences utterly engaging—addicting, even—and others can’t hold people’s attention for more than a few minutes (we’re looking at you, employer-mandated health risk assessments)? In a world where there are hundreds of thousands of apps in the health and wellness category alone, an engaging experience is a must to win space on someone’s smartphone. In this webinar, we’ll dive into the behavior science behind motivation to uncover some of the qualities of truly engaging digital experiences.
We begin with an understanding of what it means to be engaged, and how to decide what level of engagement is needed for a particular experience. Then, we dive into a robust and well-researched theory of motivation, self-determination theory, to understand what makes certain experiences stick. It’s all about identifying and pushing the “levers of motivation” by designing for the fundamental psychological needs that make people tick. Behavior Change Design Director Amy Bucher, Ph.D., will walk through industry-best examples of engaging digital experiences ranging from video games to educational tools to health interventions. She’ll offer a list of best practices for each of the key levers of motivation: autonomy, competence, and relatedness. Learn how to super-charge your digital products with psychology.
Patricia Jennings, MEd, PhD - "Mindfulness-Based Approaches to Promoting Stud...youth_nex
The Youth-Nex Conference on Physical Health and Well-Being for Youth, Oct 10 & 11, 2013, University of Virginia
Patricia Jennings, MEd., Ph.D. - "Mindfulness-Based Approaches to Promoting Student Learning, Attention and Self-Regulation"
Jennings is a Research Assistant Professor in Human Development and Family Studies (HD FS) and affiliated with the Prevention Research Center at Penn State University.
Panel 4 — Mindfulness, Health and Well-Being: The Mind Body Connection.
Research with adults has found that contemplative practices such as mindfulness and yoga promote a variety of benefits for physical and emotional well-being. This panel will provide an overview of the growing body of research on such activities for youth that have been integrated into school settings and which are designed to affect students' attention, behavior, and academic achievement.
Website: http://bit.ly/YNCONF13
On the potential to dramatically improve health, healthcare and medical science by harnessing petabytes of data from individuals taking care of their own health, and on the necessary shifts in mindset required.
Presentation from the seminar at the 2013 Student Wellbeing Web Summit hosted by Mental Wealth UK and Open Your Mind - which took place on March 20th 2013. For more information about the Web Summit and Mental Wealth UK, visit http://mwukweb.wix.com/mwuk-web-summit or www.mentalwealthuk.com. For information about Open Your Mind, visit www.nusconnect.org.uk/openyourmind or follow us on twitter: @openyourmindni
To watch a video of the seminar, visit:
This is Prateek Mishra from Ramaiah institute of management studies, Bangalore and the following presentation gives an overview of launch of a hypothetical product into the market.
Diabetes, a condition affecting over 29 million people in the United
States, demands attention and proactive measures. In this article, we will
delve into the prevention and control of diabetes, exploring the
importance of understanding the disease and adopting a healthy
lifestyle. Sharing success stories and testimonials creates a sense of
community and inspiration.
Marketing to Expand the Practice of Behaviors Associated with Food Literacycraig lefebvre
A presentation to the US Institute of Medicine's Food Forum workshop on food literacy on 4 September 2015. We need to think about solving for the micro-macro problem when designing programs. This means using diffusion of innovation theory and research to segment and characterize population groups and direct address the innovation chasm in program design in order to have successful programs 'at scale.' New research methods are needed to overcome depth deficits and the say-mean gap. One approach is to learn from positive deviants (or innovators) - people who have already adopted 'food literate' behaviors. These insights then need to be transformed into webs of change that focus on making change observable (estimates are that 90% of of what people learn is through watching others), intervening with social networks, and being sure to connect across the innovation chasm the early adopters with the early majority. One person's experience with eating on $4.20/day (the SNAP challenge) is explored to show how new insights and discovery can be made regarding these behaviors. Social marketing is then used to design and implement programs at scale, and a summary of lessons learned from social marketing research on improving nutrition lays out guide rails for program design. Finally, marketing means expanding from 1P approaches, whether they are Place-based or Promotion ones, and food literacy programs need to make science practice-based - that is, grounded in people's realities, their needs, problems to solve and dreams.
Presentation by Commissioner Choucair at Northwestern University Feinberg School of Medicine Physician Assistant Program for a Public Health Presentation in Behavioral and Preventive Medicine I Course.
Attacking Childhood Obesity in Children and Subpopulation .docxrock73
Attacking Childhood Obesity in Children and Subpopulation 1
Attacking the Challenge of the Epidemic of Childhood Obesity Issue and Subpopulation
Children
student
email
Liberty University/Health 507 section
Word Count: XXXX
Dr.Sharlee Burch
Date
Background
· Childhood/adolescent obesity affects millions with rates continuing to rise
· 43 million are affected by this debilitating problem.
· Individuals at greater risk are non-white subpopulation females with income below 130% poverty level.
· Higher educated individuals are at lessened risk than those with little or no education.
· Fast paced lifestyles contribute to growing number of obese children/adolescents
· Busy schedules encourage families to consume convenient fast food that is readily available with little nutritional value.
· Lifestyles require more than one household income which limits family meal times together.
· Instant and poor nutritional content of meals are prepared for the sake of time and convenience.
· Limited health education regarding food choices and physical activity add contributory factors to childhood obesity
· Physical activity time is limited due to busy testing schedules and school curriculum/demands for high testing performance among students.
· School vending typically has poor nutritional value, high sugar and fat content. Resistance to change in vending snacks from students and school staff may be added barriers for change.
· Funding is limited and lowers nutritional content that match up to what is recommended. Value enhanced food costs more than instant fast foods which require minimal or no preparation.
· Subpopulation Hispanic children/adolescents are at greatest risk for developing obesity
· Males represent 25.3% and females represent 21.8% of obesity.
· Cultural and economic factors contribute to high rates of consumption of high fat/starch/carbohydrate food content. These factors also lead to increased heart disease, hypertension and diabetes in this subpopulation.
Issues
· Type II Diabetes Mellitus and other chronic illness are increasing in youth
· Insulin Resistance, a precursor to Type II Diabetes, is increasing among youth, along with other chronic illnesses, such as hypertension, hyperlipidemia, heart disease.
· Increased preventative medical visits among youth, especially subpopulations, are risk factors that may lead to early death/morbidity in the new generations to come.
· Lack of health education, physical activity, and poor nutritional availability or poor choices aid in the epidemic of obesity in youth and subpopulations.
· Food is expensive, good nutritionally valued food is MORE expensive. Hard economic times place hardship on food choices made by families.
· Transportation is expensive and difficult for some to travel to farmer’s markets beyond walking distance. Perishable foods/or fresh fruits and vegetables require fr ...
Soraya Ghebleh - Strategies to Reduce Childhood ObesitySoraya Ghebleh
This is a presentation from Soraya Ghebleh that looks at the problem of childhood obesity in America and offers potential policy and strategy solutions.
This presentation is about the Healthy Choices program and the Grocery Store initiative
in South Milwaukee. Community and advocacy groups worked together in creating programs to improve the health of the community.
Solving the Toxic Food System in America through Systemic Thinking Bianca Esposito
During my Fall 2016 semester of college, I worked with a team of classmates in my Critical Issues in Organizations course to propose a solution to improve the toxic food system by increasing the demand of healthy food. In order to achieve our mission, we plan on altering food marketing strategies through product, placement, promotion, and price.
Similar to Become what you eat health campaign (20)
2. The disease
“Obesity is the excessive accumulation of body fat resulting in a body mass index (BMI) that is
significantly above the norm and is associated with increased risk of illness, disability, and death”
Body mass index
Underweight: BMI below 18.5
Normal weight: BMI 18.5-24.9
Overweight: BMI 25.0-29.9
Obese: BMI 30 and above
Carson-DeWitt et al. 2011)
3. Health Belief Model
Problem
Barriers
Susceptibility
Severity
Solution
Cues to action
Benefits
“The stronger the perceptions of severity,
susceptibility, and benefits, and the weaker
the perception of barriers, the greater the
likelihood that health-protective actions will
be taken”.
(Sparks, 2008)
4. The disease - Susceptibility
Growing problem in United States:
◦ 71 million people are obese (33 %)
◦ 300.000 deaths attributed to obesity
Economic issue:
◦ Direct costs: preventive, diagnostic, and treatment
◦ Indirect: Lost resource
◦ morbidity (present) and mortality (future)
◦ Costs related to obesity - $147 billion (2008)
http://www.cdc.gov/obesity/adult/causes/index.html
5. Barriers to overcoming obesity
Post-industrialization
◦ Sedentary lifestyles: less physical work
◦ Technology
Social inheritage
◦ Children of obese parents are 13 times more likely to become obese
◦ Fat cells are inherited (endomorphic)
Society
◦ Advertisement of unhealthy foods
◦ Healthier foods are expensive and less available than unhealthy foods
◦ High level of inactive entertainment (TV, computer, etc.)
◦ Increased portion sizes
Carson-DeWitt et al., 2011, Frith and Mueller, 2010
6. Severity
Heart diseases
Type 2 diabetes
High blood pressure
Infertility
Cancer
◦ Colon, breast, prostate and endometrial cancer
Premature aging
Alzheimer’s disease
7. Formative research
Who is affected?
◦ Adults
◦ Children
◦ Those with low resources (both financially and mentally)
Preventing obesity
◦ Healthy eating
◦ Exercise
◦ Limiting stress
◦ Priorities (healthy food vs. snacks)
8. What leads to obesity?
Conceptualizing obesity
Culture and economy (Globalization)
◦ Post-industrialization
◦ Sedental lifestyles
◦ ”Faster, Bigger, Stronger”
◦ Convenience
◦ Fast-food, too little time for...
Media
generated
ideal self
vs. real self
Social
norms
(pressure)
Self-
esteem
issues
Low self-
efficacy
Societal effect on the individual
Solomon, 2010
9. Overall communicative goal
Main goal:
◦ ”To help people become healthier”
Sub-goals:
◦ Inform young people about the benefits of healthy eating
◦ Give them cues to how they can eat healthier
10. Target group
Demographics:
◦ 16-23 years of age
◦ San Diego State University students
◦ Closeness and budget
◦ San Diego (test area)
◦ ”Rookies in a kitchen”
◦ First time living by themselves
Why them?
◦ Influential (developing identity)
◦ Identity search before achievement (Lustig and Koester 2010)
◦ Ideal self is attractive and healthy
◦ Pass on the value of a healthy lifestyle
◦ To avoid limit overweight/obesity
”Children of obese parents are about 13 times
more likely than other children to be obese”
( Carson-DeWitt et al., 2011)
11. Research design – pretest focus areas
Triangulation – to understand the audience
Quantitative research to identify a trend
◦ Questionaire
◦ ”To which exent do you agree with the following statement?”
◦ No room for individual opion – easier to identify trend
◦ Provides statistics: ”How many value healthy meals over fast-food?”
Qualitative research to explain the background of the trend
◦ Focus group – representatives of target audience
◦ Explain attitudes and habits regarding healthy food
12. Pitfalls of research
Social Desirability Bias
◦ Telling people what you think they want to hear
Acquiscience bias
◦ It is easier to agree than disagree
Mindfullness
◦ Not knowing your attitude
Groupthink
◦ Conform to the values of the group (e.g focus group)
Gass and Seiter, 2011
13. Behavior and attitude
The research might show:
◦ Scenario 1: A healthy attitude and healthy behavior towards food
◦ Optimal
◦ Scenario 2: A healthy attitude but unhealthy behavior towards food
◦ Elements of cognitive dissonance
◦ Scenario 3: A unhealthy attitude and unhealthy behavior towards food
◦ Need for an attitude change in order to change behavior
14. Scenario 1 - Healthy attitude and healthy behavior
Confirm their attitude and that their behavior is the disired one
Can be used as opinion leaders/ early adaptors to reach:
◦ Early and late majority
Provide them with cues to (further) action
15. Scenario 2 -Healthy attitude but unhealthy behavior
◦ There may be dissonance between attitude and behavior
◦ May view the dissonance as less important (”healthy eating is no big deal”)
Campaign should emphazise:
◦ Low barriers
◦ Relative advantage
◦ Cues to action
◦ Simplicity
◦ Compatibility
16. Scenario 3 - Unhealthy attitude and unhealthy behavior
Create cognitive dissonance by
informing about healthy eating Attitude
change
• Benefits, cues to action, and low
barriers of healthy eating
Dissonance
• Change cognition
• ”Healthy eating prolongs your life”
Behavior
change
• Align cognition with behavior
• Think healthier eat healthier
18. Campaign message
”Become What U Eat!”
Main verb (Become) induces action
Personal transfer:
◦ From real self ideal self
◦ Assumption: ”Who wants to be a big burger?”
Imperative sentence structure
◦ Requiring the receiver to act
Addressing the receiver directly
◦ Personal pronoun ”U” (you)
Nutritive substance
◦ ”You are what you eat” -metaphor
Stillar, 1998
19. Campaign materials
Offline activities are used to engage the target audience online
Offline activities:
◦ Create an event to generate buzz
◦ Make posters to get awareness
◦ Hand out brochures to inform and activate people
◦ Inform about online activities
20. Off-line activity - Example 1
Event – based on how ideas flow
Tent with endorsers who provide information
◦ E.g an Aztec athlete and a nutrition expert
◦ To prove the relative advantage of healthy eating
◦ Chef cooking/serving healthy and tasty food
◦ Simplicity, observability and trialability
Set up race track
◦ Healthy food vs fast food (competants)
◦ Relative advantage
Set up small competitions
◦ trialability
21. Switch from sugar coated cereals to e.g. oatmeal
Eat a piece of fruit as a snack in between meals
Endure challenges of life
Gain mental strength
Offline activity – example 2
23. Resemblance to Weight Watchers
Facebook page
Provide information and cues to
action – recipes to engage in healthy
behavior
Reassure healthy behavior
◦ (e.g. after Thanksgiving it is hard to get
back on track)
Let the users support themselves
(own success stories – engagement)
KEY DIFFERENCE:
Young segment
(students)
24. Online activity -
• Facebook ad function allows you to define a very
specific target audience
Potential reach!
26. Facebook-objectives
Potential target audience: 33,760 students
Short term 0bjective (6 months)
- Aware of the campaign
(Facebook page)
Medium term 0bjective (9 months)
- To have an engaged user base
Long term 0bjective (1 year)
- Loyal user base functioning as
advocates attracting new users
=
=
=
40% =13504 students
10% =1350 students
5% = 67 students
Li and Bernoff, 2010
27. Control with Facebook insights
Do we reach our objectives or do we
need to make changes?
28. Delivery – communication strategy
Gain Frame – ”Do No Harm”
◦ Limit reactance
◦ Emphazise; benefits, cues to action and low barriers
No use of fear appeals
◦ Avoid linking to unhealthy beahviors
◦ Boomerang effect
◦ Better reception when in a good mood
Lindstrøm, 2010
29. Delivery – place and time
Where:
◦ San Diego State University
◦ Test area
◦ Closeness
When:
◦ January through March
◦ New event each month
◦ New Year’s Resolution
30. Delivery – Who helps us?
Offline:
◦ Educate students to increase word of mouth about healthy eating
◦ Benefits:
◦ Similarity attraction - Avoid reactance
◦ Credibility - Goodwill and Trustworthiness
◦ Counter-attitudinal advocacy – advocates persuade themselves
◦ Referent power
Online:
◦ Facebook page
◦ Young segment
◦ Ability to share with friends
31. Sponsor
Center for disease control and prevention
Sponsored by Center for Disease Control and Prevention
Expert power and credible
Supports the message
◦ It makes sense for the campaign
◦ Reciprocity: ”I help you, you help me”
◦ Share the overall communicative goal
32. Future aspects
If/when successful
Expand campaign to other states
◦ Check compatibility
Use success of the campaign to incorporate healthier changes to the SDSU - environment
Incorporate exercising as a part of the campaign
◦ Supports overall communicative goal
33. References
Li, C. and Bernoff, J. (2011). Groundswell: Winning in a world transformed by social technologies.
Sparks., L. (2008): Health Communication and cCaregiving Research, Policy and Practice
Stillar., G., F. (1998): Analyzing everyday texts. Discourse, rhetoric and social perspectives, pp. 58-89. Sage Publications
Solomon., M. R., Barmossy, G., Askegaard., S. & Hogg, M. K. (2010). Consumer Behaviour – A European Perspective. (4th
ed.) Pearson Education.
Lindstrøm., M. (2010): Buy-ology :Truth and lies about why we buy
Carson-DeWitt, R. et al. (2011), 6: retrieved from Health and Resource Center -
http://galenet.galegroup.com.libproxy.sdsu.edu/servlet/HWRC/hits?r=d&bucket=all&n=10&m=Obesity&l=d&k=TE&seg=0
&c=1&locID=gale&secondary=false&s=2&TE=%22Obesity%22#Demographics
Frith, K., T., & Mueller, B (2010): Advertising and Societies
Gass, R.H. & Seiter, J.S. (2011). Persuasion, Social Influence, and Compliance Gaining, 4th Ed. Pearson
Editor's Notes
We have decided to use the health belief model as a tool to explain why overweight and obesisty is a serious disease.
It helps define the problem and reveal what can be the focus areas for at potential solution.
Since there are so many people overweight and obese people in the U.S it can be argued that there is a high level of perceived barriers towards healthy eating.
Moreover, it can be argued, that overweight and obesity have high susceptibility and severity.
Our solution will therefore mainly be concerned with the benefits of healthy eating and cues to action, due to the statement provided by Sparks, 2008.
Why is the disease such a big problem in the U.S?
(Professor Andersen, this slide will require that you ”play” the presentation to see the animations of the statistics)
This slide explains the side effects and diseases that may be a result of overweight and obesity
Explanation of model:
The media plays a large role in the development of a gap between the individual’s real self and his/her ideal self.
That gap may be reinforced by the social norms, which also are influenced the media’s depiction of e.g beauty.
A large gap between ideal and real self will then lead to self-esteem issues, which most likely results in low self-efficacy.
Thus creating a vicious circle for the individual.
We will use more than one research method to better understand the audience and the problem, and thereby develop a stronger message/solution.
Pretest the focus areas of the campaign to identify the audience’s attitude and behavior towards healthy eating.
Pitfalls related to the quantitative and qualitative research.
Acquiscience bias identified by the Implicit associations test.
Possible outcomes of the pretest
We want to reinforce the target audience’s behavior
By informing about healthy eating with a focus on benefits, cues to action, and barriers we may reach an attitude change.
The attitude change is a change of cognition, which creates dissonance between attitude and behavior.
This will then lead to an increased likelihood of changing behavior to match the new cognition.
This further explains slide 15.
We will focus on the beliefs and and evaluation of the behavior in order to change the receiver’s behavior by affecting their attitude.
The components of the message, ”Become What U Eat!”.
This slide explains why the chosen message components are intended to persuade the receiver and create desired associations to engage in healthy eating.
Based on the theory from multimodal discourse analysis,
Offline activities to engage people online is an idea based on message design strategies, where we will try and increase exposure and repitition through mulitple channels
We want to create an event where two people dressed as a carrot and a burger compete on a race track.
The carrot will win the race, which illustrates the idea behind ”Become what u eat” (healthy food is a winner, and fast-food is a loser)
This will appeal to the opinions of referent other (theory of reasoned action) and the American cultural value of competition
Posters and brochures present the slogan, ”Become What U Eat!”.
Posters and brochures are used to provide the audience with healthy eating benefits like, physical and mental performance in sport and school work, and give them cues to action, like small everyday changes and easy recipes
The campaign will also consist of online activities in the form of a facebook page. In order to give an idea of how we plan to create the page we have chosen to focus on the facebook page of ”Weight Watchers” – as this page have many similarities to want we intend our page should contain e.g. Recipies for healthy eating, the possibility for our users to upload their own material in the form of recipies and success stories of switching to a healthier lifestyle. However, our page should distinguish itself from the weight watchers page by attracting a younger segment
This slide explains the intention with our Facebook page content wise and the basic idea behind the site.
Facebook has a function that allows you to make a rather excat calculation of how big your potential reach can be with an advertisment on Facebook. By putting in the different demographics about our target audience, Facebook caltulates our potentioal reach to be 33,760 persons.
Facebook provides a tool to create relatively cheap and easy-made advertisements to reach the part of our target audience who are on Facebook, but perhaps have not participated in the offline activities. Thus, enabling us to reach a larger part of our target audience. The ad function on Facebook, allows you to set a budget of e.g. $100 and you will get promotion for that amount of money with e.g. pay pr. Click management.
Pay pr. click management – different advertising options lets you advertise relatively cheap
Awareness = liking the facebook page
Facebook insights is another Facebook function, which allows you to control your campaign, and thereby be very specific in terms of reaching the goals of the campaign. Insights give you knowledge as a campaign planner about how your audience respond to content on your Facebook page and if you need to make any changes to the campaign.
We will focus on the positive aspects of healthy eating in order to avoid scaring people away – limit message and source reactance.
This is why we have chosen to emphasize the benefits and cues to action, and inform about the low barriers regarding healthy eating.
Students beome opinion leaders
Counter attitudinal advocacy is an element in cognitive dissonance theory