McKenna

Communicating about Obesity: Breaking the “Ho-Hum Barrier”: 

Communicating about Obesity: Breaking the “Ho-Hum Barrier” Jeffrey W. McKenna Communications Director, Obesity Trailblazer Team National Center for Chronic Disease Prevention and Health Promotion Indiana Obesity Prevention Summit, Oct. 27, 2005

. . . 1964, the height of the cold war. In an average community surrounding a little-known biological warfare institute, the obesity epidemic is quietly unleashed.: 

. . . 1964, the height of the cold war. In an average community surrounding a little-known biological warfare institute, the obesity epidemic is quietly unleashed.

Mom’s Advice: Just as True Now as Then. And Just as Newsworthy.: 

Mom’s Advice: Just as True Now as Then. And Just as Newsworthy. Eat your vegetables Watch your sweets Get out and play

The “4 Ps” of Commercial Marketing and Public Health Marketing: 

The “4 Ps” of Commercial Marketing and Public Health Marketing Product Price Place Promotion – This is the primary role of communications

Communications Can:: 

Communications Can: Disseminate knowledge and information Realign attitudes and social norms Set the public agenda Advocate for policy change Stimulate positive behavioral changes Provide legitimacy and credibility for local programs (“air cover”)

Communications (On Its Own) Cannot:: 

Communications (On Its Own) Cannot: Fix the other “3 Ps” when they are “broken:” Product Bad-tasting school lunches Inadequate health provider counseling Price Costly health club memberships Lack of insurance coverage for prevention Place Unsafe walking routes to school Scarcity of fruits and vegetables

There Are at Least Three Primary Objectives for Obesity Prevention Communications : 

There Are at Least Three Primary Objectives for Obesity Prevention Communications Motivate and assist behavior change in target audience(s) Influence policy change to support desired behaviors Build support for sustaining your program Whose support is critical for your program? Who would do the most damage if they spoke out against your program? Policy makers Health professionals Other community stakeholders

Case Example: Indiana’s Strategyfor Sustaining Tobacco Program: 

Case Example: Indiana’s Strategy for Sustaining Tobacco Program Communicate two key messages: We save Hoosier lives We save Indiana money Gain maximum awareness of programs, partnerships, and successes Activate the public to contact local community programs Every person helped by the program tells his or her story These stories put a face on public health

What Can Communications Include?: 

What Can Communications Include? Information Management Hotlines, Web sites, publications “Earned” Media Public relations, media advocacy Paid Media Sponsorships/promotions Advertising (TV, radio, print, outdoor, Internet, and other media channels) Public Service Advertising

A Cynical View of Public Service Announcements (PSAs): 

A Cynical View of Public Service Announcements (PSAs) What is a PSA? “A commercial telling kids not to take rides with strangers, shown at 3 a.m. when the only people watching are the strangers.”

VERB: High Exposure, Measurable Impact: 

VERB: High Exposure, Measurable Impact Brand Awareness – 75% unaided awareness of VERB and tagline Behavior Change – 34% increase in weekly free-time physical activity sessions among younger tweens (year 1); stopping of decline in activity as kids age (year 2) Normative Change – Language arts teachers grade “It’s what you do” as a correct definition of “verb” on student tests

VERB: Investing to Achieve Exposure: 

VERB: Investing to Achieve Exposure Target Audience – U.S. tweens (n = 22 million) “Surround Strategy” – Integrated campaign of Advertising Public relations Guerrilla marketing Campaign Spending – $339 million over 5 years Average = $68 million/year = $3 per capita Indiana equivalent = $1.4 million/year

Choosing Media Channels for Obesity Prevention Communications : 

Choosing Media Channels for Obesity Prevention Communications Broad (“ripple out”) Effects Mass media Population-focused Selective (“targeted”) Effects Specialized media Subgroup-focused Schools (e.g., teacher newsletters) Worksites (e.g., Chamber of Commerce meetings) Communities and homes (e.g., Sunday bulletins) Healthcare settings (e.g., waiting room videos)

Health Communications Training: 

Health Communications Training For information, materials, and training: Society for Public Health Education National network of trainers www.sophe.org CDC’s Division of Nutrition and Physical Activity www.cdc.gov/nccdphp/dnpa ccdinfo@cdc.gov

How Do We Improve Exposure and Sustainability of Our Communications?: 

How Do We Improve Exposure and Sustainability of Our Communications? Collaborate on existing campaigns; pool resources with partners Adapt existing materials; limit spending on new production Develop ongoing media partnerships News Advertising Entertainment

Getting Media Coverage of Obesity Prevention: Understand News Values: 

Getting Media Coverage of Obesity Prevention: Understand News Values Is the story timely? Are the data current? Is the story distinct? Unusual? Unexpected? Does it pick up on a trend or other breaking news? Does it hit close to home? Is it essential? Do people want or need to know it? Is the information useful to the audience? Does it have emotional appeal? Human interest?

Global Trends in Obesity-Related Media Coverage: 

Global Trends in Obesity-Related Media Coverage Note: Figures retrieved from Lexis-Nexis searches on “obesity or obese” in U.S. and international newspapers and newswires. 1999 2000 2001 2002 2003 2004 2005

National/State Tie-Ins: VERB Campaign“Yellowball” Promotions: 

National/State Tie-Ins: VERB Campaign “Yellowball” Promotions

National/State Tie-Ins: VERB Campaign “Summer Scorecard,” Materials Inventory: 

National/State Tie-Ins: VERB Campaign “Summer Scorecard,” Materials Inventory www.cdc.gov/verb youthcampaign@cdc.gov or call (770-488-6480)

National/State Tie-Ins: 5 A Day Fruits and Vegetables: 

National/State Tie-Ins: 5 A Day Fruits and Vegetables Join local 5 A Day coalition Visit www.in.gov/isdh for Indiana and national information and resources Tie in with national and state promotions (5 A Day Month is every September) Watch for “re-branded” program to be launched by CDC and partners in 2006-2007

National/State Tie-ins: We Can!: 

National/State Tie-ins: We Can! Two intensive community sites in Indiana: Gary, South Bend Two more Indiana sites committed to use and distribute program materials: Bloomington, Lafayette Information, parent handbook, community toolkit www.nhlbi.nih.gov; 1-866-35-WECAN

National/State Tie-ins: Ad Council Campaigns: 

National/State Tie-ins: Ad Council Campaigns America Cancer Society American Diabetes Association American Heart Association U.S. Department of Health and Human Services Robert Wood Johnson Foundation (healthychildren.adcouncil.org)

A Final Caution: “A Campaign That Targets Everyone Targets No One.”: 

A Final Caution: “A Campaign That Targets Everyone Targets No One.” No one (including the food and beverage industry!) has unlimited funds. Can’t be everything to everyone. Must prioritize goals, audiences, messages, vehicles. Focus on a few things each year, set realistic expectations, and plan evaluation accordingly. THEN celebrate your success – as you change “ho-hum” into “ah-ha”!