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 Habits Amanda Eamich School of Media and Public Affairs August 4, 2011

2. Obesity Trends in America

3. Food Guide Pyramid (1992)

4. MyPyramid (2005)

5. MyPlate (2011) Simple and straightforward visual cue Recommended proportions of major food groups Easily personalized to diet, culture and preferences

6. Health Communications and MyPlate Web Communications Strategy Health and Behavior Change Social marketing and a Transmedia Approach Strategic alliances and partners Empower consumers through an educational, fun and engaging online strategy Information -> Action

7. Health Behavior Campaigns Ecological model Communication in a Social Context Social marketing – Health as a Product Call to action and Self-efficacy Individual within the Community

8. Five-A-Day For Better Health General health promotion and encouragement Low sense of urgency, concrete benefits Social Networks critical to adoption Hands-on experience and personalization Quick tips for a busy lifestyle Simplify and incentivize healthy eating habits

9. Anti-Smoking Campaigns Direct, relevant and engaging Confront social pressure Empower through education For youth, by youth Relevant, educational web-based social environment

10. VERB: it’s what you do. Multi-channel, multi-year campaign for tweens Phased approach for behavior change Awareness -> Initiate -> Reinforce and Encourage -> Maintain Interactive, game-oriented design Broadcast/online communication inspires offline activity

11. MyPlate Communication Strategy Engagement - General public, teens and nutritional gatekeepers Empowerment - Skill- and confidence-building Entertainment

12. Setting the stage 61 % of adults online seek health-related information Older teens, lower-income households more likely to go online ¾ Teens (12 – 17) own and use cell phones Average 50 text messages per day 11% send e-mail daily ¼ teens online will “fan” a Facebook page

13. ChooseMyPlate.gov Social engagement Incentive to participate Online community Recipes and more

15. Web-based tactics Blogger roundtables Twitter outreach and engagement School-based learning Journal and track healthy eating

16. For teens: MyPlate, My Choice Social modeling for a healthier, more fulfilling life with friends Gaming and challenges Virtual Worlds

17. Nutritional Gatekeepers Individual choices become family habits Tips for busy lifestyles Recipes, cooking techniques, coupons Social integration online and through strategic partners

18. Amanda Eamich School of Media and Public Affairs Capstone Defense August 4, 2011