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
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
Notas del editor
Environment and Individual focus – system of interactions and relationships between individuals, conditions and situationsSocial marketing (behavior) – Product,Price, promotion, place