1. Healthy Living in the City:
Using the Media to Brand Healthy Lifestyle
as “Trendy” at the National and Local Level
Rachel Wilf-Miron, MD, MPH. Director, Healthy Living

2. TheAnaney Communications Model
Ananey Communications (AC) is a leading television
channel & media content provider in Israel
In recent years, AC has developed a unique model to
promote a healthy lifestyle
The mission: Promoting ‘A Healthy Lifestyle’ as a cool
brand in order to engage the emotions of young people
and their families and encourage them to incorporate
sustainable, healthy behaviors in their everyday lives.

3. Broad Coverage of Age and Gender Groups

4. What Does the Triangular Logo Stand For?
• Eat healthy & and drink water
• Move
• Relax - adopt appropriate sleep patterns and
engage in activities that increase your happiness
3 major values

5. “The National Carrier”
A term used for the national water carrier that carries
water from the See of Galilee and the northern rivers to
the rest of the country, including the dry southern areas.
AC has begun developing the Internet platform which
will host the information, knowledge and tools needed
to promote healthy lifestyles on the national level
Each community will design its own local site, making
(minor) adaptations in order to best suit the unique
characteristics of the local community

6. Healthy Living – National Site

7. Healthy Living – Local Site

8. Outdoor Gym in My Neighborhood

9. Guided Group Training Every Thursday at 18:00

10. The Web is with You - Anytime, Everywhere

11. Branding Health at the City Level
Virtual and “real” activities will take place along the
media - new media - field continuum
The platform will facilitate the creation of digital
communities, promoting healthy lifestyles, i.e. regular
cyclers looking for group activities in weekends or young
mothers, looking for late evening joggers in their
community
Local community leaders will use the platform to
promote group activities in the neighborhood

12. A Tailor-made “Suit” of Knowledge, Tips and Alerts

13. Choosing My “Health World”

14. An Application Incorporating Healthy Behaviors in My Schedule

15. Screens Along Walking Trails Interact with the Personal Application

16. Mayor’s Prize Given to the “Healthiest Class"

17. Local & National Campaigns

18. In Summary
The power of TV & social networks will help build the
“brand” – healthy living as cool and rewarding
Digital communities will help the individual to adopt
and maintain healthy lifestyle (double benefit: feel well
& gain friends)
We believe that the platform will help reduce
disparities in health behaviors, mainly by broadening
the goegraphsical and social borders of what is
considered a “trendy lifestyle”

19. Relevance to EIN
This enterprise requires strong partnerships
The private sector can contribute not only financial
resources but also the required orientation: how to
approach and “capture” the audience
This concept may be adopted by diverse EIN
communities