The IBWA's consumption campaign

1. International Bottled
Water Consumption
Campaign
Emily Hughes

2. Executive Summary
With childhood obesity on the rise, the International Bottled
Water Association™ would like to promote healthy living with
the initiation of a campaign promoting consumption of water
for kids.

3. Problem
Childhood obesity
can lead to
numerous medical
problems later on in
life
Isabella County has
an obesity rate of
over 30%
Children consume
below the adequate
amount for their age
categories
Water is not readily
available for
children to drink
during the day
Vending machines
offer sugary
alternative drinks
instead of water

4. Research
Total population: 70,698
Children: 12,231
Isabella County Population Comparison
Total Population Child Population

5. Audience Research
Water Consumption direction correlates to a lower chance of
developing obesity. Obesity can cause numerous health
problems throughout a child’s lifetime.
Tammy Chang, MD, MPH, MS1-3 Nithin Ravi, MPH2 Melissa A. Plegue, MA1 Kendrin R. Sonneville, ScD, RD4 Matthew M. Davis, MD, MAPP3,5,6
.”Inadequate Hydration, BMI, and Obesity Among US Adults: NHANES 2009-2012” ANNALS OF FAMILY MEDICINE ✦ WWW.ANNFAMMED.ORG ✦ VOL.
14, NO. 4 ✦ JULY/AUGUST 2016. Web.
According to research done by the American Journal of
Clinical Nutrition, children consume well below the
adequate amount of water required for their age.
Kant, Ashima K, and Barry I Graubard. “Contributors of Water Intake in US Children and Adolescents: Associations with Dietary and Meal
characteristics—National Health and Nutrition Examination Survey 2005–2006.” The American Journal of Clinical Nutrition 92.4 (2010): 887–896.
PMC. Web. 26 Feb. 2017.

6. Output Objectives
1) Create website for campaign and post three informational
articles per week
2) Send out three press releases to news sources regarding
campaign
3) Send out survey to parents about water consumption
before and after event

7. Impact Objectives
1) Increase child water consumption in Isabella County by 5%
by 2018
2) Raise awareness in parents of the importance of water
consumption in children
3) Teach children to drink more water

8. Programming
Theme:
The International Bottled Water Association™ promotes
drinking bottled water as an easy way for children to stay
hydrated on the go.
Key Message:
Children need to drink more water
-Educate parents on the amount of water their child needs
-Ways to get children to drink more water
-Specify the effects lack of water has on the body

9. Programming
Actions:
Water Party at the Soaring Eagle Water Park sponsored by
the International Bottled Water Association™

10. Programming
Media:
Controlled:
Bottledwater.org
Uncontrolled:
Local, student
run newspapers
and media
Social:
Facebook and
Twitter

11. Evaluation: Output
1) Create website for
campaign and post
three informational
articles per week
2) Send out three press
releases to news
sources regarding
campaign
3) Send out survey to
parents about water
consumption before
and after event
1)Website created, posts
created
2) Press releases sent
3) Survey send out,
answers recorded

12. Evaluation: Impact
1) Increase child water
consumption in Isabella
County by 5% by 2018
2) Raise awareness in
parents of the
importance of water
consumption in children
3) Teach children to
drink more water
1) Compare water
consumption before
and after campaign
2) Complete surveys
before and after
campaign with
parents
3) Complete surveys
before and after
campaign with
children

13. Conclusion
Increased water consumption among children will help the
children in Isabella County lead a healthier life throughout
childhood and into adulthood. The International Bottled
Water Association™ is dedicated to supporting that mission.