This document discusses strategies for a Digital MyPlate campaign to promote healthy eating habits. It proposes using a multi-pronged social media approach, including engaging the public through an interactive ChooseMyPlate.gov website, social networking platforms like blogs and Twitter, and school-based learning activities. For teens, the campaign would focus on gaming, challenges with friends, and virtual worlds to encourage healthy choices. It would also target "nutritional gatekeepers" like parents through quick tips, recipes, and partnerships to influence family eating habits. The overall goal is to empower people to make healthier diet choices through an educational yet entertaining online experience.

1. Digital MyPlate: Empowering Healthy Eating HabitsAmanda EamichSchool of Media and Public AffairsAugust 4, 2011

2. Obesity Trends in America

3. Food Guide Pyramid (1992)

4. MyPyramid (2005)

5. MyPlate (2011)Simple and straightforward visual cueRecommended proportions of major food groupsEasily personalized to diet, culture and preferences

6. Health Communications and MyPlateWeb Communications StrategyHealth and Behavior ChangeSocial marketing and a Transmedia ApproachStrategic alliances and partnersEmpower consumers through an educational, fun and engaging online strategyInformation -> Action

7. Health Behavior CampaignsEcological modelCommunication in a Social ContextSocial marketing – Health as a ProductCall to action and Self-efficacyIndividual within the Community

8. Five-A-Day For Better HealthGeneral health promotion and encouragementLow sense of urgency, concrete benefitsSocial Networks critical to adoptionHands-on experience and personalizationQuick tips for a busy lifestyleSimplify and incentivize healthy eating habits

9. Anti-Smoking CampaignsDirect, relevant and engagingConfront social pressureEmpower through educationFor youth, by youthRelevant, educational web-based social environment

10. VERB: it’s what you do.Multi-channel, multi-year campaign for tweensPhased approach for behavior changeAwareness -> Initiate -> Reinforce and Encourage -> MaintainInteractive, game-oriented designBroadcast/online communication inspires offline activity

11. MyPlate Communication StrategyEngagement - General public, teens and nutritional gatekeepersEmpowerment - Skill- and confidence-buildingEntertainment

12. Setting the stage61 % of adults online seek health-related informationOlder teens, lower-income households more likely to go online¾ Teens (12 – 17) own and use cell phonesAverage 50 text messages per day11% send e-mail daily¼ teens online will “fan” a Facebook page

13. ChooseMyPlate.gov Social engagementIncentive to participateOnline communityRecipes and more

15. Web-based tacticsBlogger roundtablesTwitter outreach and engagementSchool-based learningJournal and track healthy eating

16. For teens: MyPlate, My ChoiceSocial modeling for a healthier, more fulfilling life with friendsGaming and challengesVirtual Worlds

17. Nutritional GatekeepersIndividual choices become family habitsTips for busy lifestylesRecipes, cooking techniques, couponsSocial integration online and through strategic partners

18. Amanda EamichSchool of Media and Public AffairsCapstone DefenseAugust 4, 2011