CDC Presentation 042109

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Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential eCDC Focus on Moms & Technology Seminar April 21, 2009 Using Technology To Reach & Influence Hispanic Moms Cynthia Nelson Chief Operating Officer Todobebé, Inc.

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Presentation to the CDC about the use of Technology for Hispanic Moms and how to leverage to address health concerns and provide key messaging

Transcript of CDC Presentation 042109

Page 1: CDC Presentation 042109

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eCDC Focus on Moms & Technology Seminar

April 21, 2009

Using Technology To Reach & Influence Hispanic Moms

Cynthia Nelson

Chief Operating Officer

Todobebé, Inc.

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CONTENTS Todobebé Company Overview

Consumer Demographics

Proprietary Research Study

Risks, Barriers & Opportunities

Case Examples

Q&A

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OVERVIEW

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OVERVIEW

Todobebé/Viva la Familia is a leading global multi-media content and licensing company dedicated to the adventures of parenting

Serving a core audience of young women, 18-39, who are moms (and key decision-makers for family) who seek knowledge and community

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OUR PREMISE

Moms and babies are at the nucleus of the Todobebé brand – where the bond is built between parent and child.

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FAMILY EVOLUTION

A world of family surrounds Mom & child: fathers, siblings, grandparents, aunts, uncles, godparents. And friends who have become family.

¡Viva la Familia! is the fabric of family that nurtures us, fulfills us, and lives within us.

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360° MODEL – GRASS TO MASS

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10 years of consumer research

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CONSUMER DEMOGRAPHICS

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DEMOGRAPHICS 46 million Hispanics living in the U.S. totaled more than $980

billion in 2008…with no signs of slowing down.

There were more births in 2008 than anytime in recent history. In 2007, there were 4 million births per year and 1 million (25%) were to Spanish-speaking parents

4% of Hispanic Moms had their first baby during the last year (vs. 2% of Non-Hispanic moms)

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Sources: Package Facts 2008Birth Facts: CDC National Vital Statistics Reports, Volume 57, No 12; Simmons NCS.NCHS Fall 2008 Base Mom

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DEMOGRAPHICS

Hispanic Moms more likely to be expecting a child: Index 214 (vs. 91 for Non-Hispanic moms)

Hispanics have the highest number of children per family of any ethnic group: 2.7 vs. 1.8 for the total US.

50% of Hispanic Moms are 18-34… (vs. 40% of Non-Hispanics)

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Sources: Package Facts 2008Birth Facts: CDC National Vital Statistics Reports, Volume 57, No 12; Simmons NCS.NCHS Fall 2008 Base Mom

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FOOTPRINT: HISPANIC SHARE OF TOTAL BIRTHS IN THE TOP 5 HISPANIC STATES

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52%52%

50%50%

24%24%

30%30%

45%45%

California

Texas

Florida

New York

Arizona

Sources: CDC National Vital Statistics Reports, Volume 57, No. 12

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HISPANIC MOMS ARE MUCH MORE LIKELY TO HAVE INFANTS AND TODDLERS

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Index to total population

(Average = 100)

Hispanics Non-Hispanics

Sources: Simmons NCS/NHCS Fall 2008 Full Year HHLD Base: Mom

On Average, Hispanic Moms

have 2.3 Children (vs. 1.9 among Non-Hispanic Moms)

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20% of U.S. Households with Children Under 6 are Hispanic20% of U.S. Households with Children Under 6 are Hispanic

Source: Simmons NCS/NCHS, Spring 2008, POP Base: Women with Children

*Simmons does not measure Phoenix and McAllen

LA LA 54%54%

SFSF45%45%

NYNY33%33%

MIAMIA30%30%HOUHOU

51%51%

CHICHI25%25%

DALDAL29%29%

SASA48%48%

WITH A HIGH PERCENTAGE OF YOUNG CHILDREN IN KEY MARKETS

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PROPRIETARY RESEARCH STUDY

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METHODOLOGY & REACH Instrument: Spanish QRE - single, multiple choice and open-end

Measures: demographics, technology use and activities with children

Acquisition: Via TV, Radio, Online and Print Participants were hosts of Todobebé’s national Viva la Familia Fiesta.

Data Collection: Todobebé/Nielsen Media Research

Data Audit: Nielsen Media Research

Sample Size: 8,957 (Hispanic moms 18-39 w/children 0-5 in the home)

Geography: national with over 80% landing in CA, TX, FL, NY/NJ, AZ

Media Impressions: 95 Million

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KEY DEMOGRAPHICS

Panel participant demographic breakdown:

73% Spanish-dominant or Spanish-preferred 79% Married 48% Full-time moms 61% Pregnant or planning a pregnancy 88% At least one child living in the home 63% At least one child under the age of 3 58% At least one child between ages 3-5 62% Have an annual HH income of less than $45,000

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MEDIA USAGE

Panel participant media & digital usage & preferences:

87% Visit the Internet frequently 75% Get parenting information on the Internet 66% Get parenting information on TV 58% Have a broadband Internet connection

79% Have a mobile phone 66% Know how to upload photos and videos

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Risks, Barriers&

Opportunities

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THE BIGGEST THREAT TO OUR NATION’S BALANCE SHEET…. Not major banks on the brink of insolvency Not paralyzed credit markets Not a bailout tab in the trillions…

….”by a wide margin, the skyrocketing price of health care”

President Obama, March 2009

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THE RISKS…

Latinos are more likely to be uninsured (27%) than any other ethnic group despite the eligibility of Medicaid and SCHIP programs

22% of the 4M Obese children in America are Hispanic

The prevalence of type 2 diabetes is on the rise as is Asthma amongst Latino children

Rampant under or miss diagnosed cases of ADHD and Autism are further complicated by real cultural stigma and “it’s God’s Will”

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Source: National Center for Education Statistics & Health of Latino Children JAMA_ 7-03-02

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THE BARRIERS Pure government PSAs and other very “white coat” messages

are not always well received – that isn’t me, what are they saying?

Most doctors (even in high demographic Hispanic DMAs) do not speak Spanish - communication continues to be an issue

Translating English messages into Spanish without cultural relevance does not work

Trust, especially with the government, is not easy to obtain – issues from overall trust/economy/bailouts to immigration are a key concern in our market

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THE OPPORTUNITIES

For new moms, the opportunity to teach good eating habits comes with the first finger food experience

85% of Hispanic parents with children 6 years old or younger said they ate dinner with their kids every night during a typical week last month

Technology usage and growth outpace general market and is a much less expensive to communicate

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Spanish speaking moms are looking for information on health, healthcare, prevention &

a better life for their family – children are the center

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THE OPPORTUNITIES Partnering with non-government content, media partners

and community centers present a clear opportunity to be part of the conversation with in-context messaging. Pregnancy nutrition, baby well care, vaccinations, family eating

habits, activities/childhood obesity, AHDH, Autism, Diabetes, Heart Health, Breast Cancer screenings

Reading and early childhood education

Blogs, forums, YouTube, MySpace, Hi Five, Fiestas/celebrations are a naturally social context and allow for organic integration of messages and mom-to-mom influence

Leveraging celebrity talent to drive messaging – brings a sense of identity/aspirational and inspirational stories

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REACHING ONE…..REACHES MANY