Eaten: UNC - Chapel HillAn investigative look at the eating habits of freshmen on the University of North Carolina at Chapel Hill campus.

A Brief Introduction

Research Questions: 1. Have the meal options provided by dining halls on the UNC-CH campus triggered negative influences such as weight gain? 2. How does the student population feel about the nutritional value of these options and the availability of healthy choices?

Much due to our interest in how these questions apply to those who experience the transition into college, we limited our focus to freshmen.

Our Client

PR Campaign - The Facts

What We Know:

A majority of UNC-CH freshmen students have indicated that maintaining a healthy diet plays an important role in their life.

Based on this outlook, these individuals want:o More information about healthy eating

selections and nutritional informationo Better access to these nutritionally-sound

options

PR Campaign - Objectives

By pairing with Carolina Dining Services to revamp their presence on the UNC-CH campus, we aspire to:o Better inform the UNC student

population of the available healthy eating options and alternatives on campus

o Arouse student interest in pushing for more healthy eating options on campus

The Layout of UNC Dining

Our Sample UNC First Year Population

o We wanted to reach out to first years, taking a special interest in those who had meal plans at respective dining halls.

105 Total Respondentso Respondents were contacted in a variety of areas on

campus and utilizing several different methods so as to increase diversity.

Both Genderso We were interested, especially due to our secondary

research findings, in how personal inclinations to healthy food and perceptions of CDS-provided options varied based on gender.

The Gender Gap

When designing the survey and collecting respondents, we tried to achieve a representative sample of the UNC-CH student population.

Gender Divide at UNC-CH (approximate):

Male: 39-40% Female: 59-60%

Gender Divide of Our Survey (approximate): Male: 35% Female: 65%

The Methodology Implemented

The Format of Our Study: • We designed a survey consisting of 15

questions and conducted online through Qualtrics.

Time Span:• The survey was conducted over the

course of two months.Tactics:

• We utilized tactics such as the snowball effect through social media outlets, face-to-face interaction and word of mouth.

A Closer Look at Methodology

Goal I: Identify the basics of the sample distribution using a more quantitative take. We strove to discover:• Who constitutes our sample• Which of these individuals utilizes

eating options provided on the UNC campus, including those with a meal plan

• Their geographics, including those which constituted limitations

Who Has a Meal Plan?

The majority of students who use a meal plan on campus use it daily.

Daily2-3 times each week

Once a week3

20

36

Where Do Freshmen Live on Campus?

Residenc

e HallGranville Towers

Off-campus

= 5 people

60% of students do

not have access to a

car

A Continuation of Methodology

Goal II: taking a more qualitative stance, identify our respondents in a more personal light. We asked questions which discovered:

• The degree to which our respondents value nutrition when making an eating selection

• Their opinions of those options provided by CDS in terms of healthiness

• Other influences on eating habits, such as social and peer-related effects (and the degree to which they affected our respondents)

A More Personal Perception of Eating

Freshmen Students' Knowledge of a "Healthy Diet"

Effects of Visible Nutritional Information

The extent to which listed nutrition facts have an impact on personal eating decisions:

• An overwhelming 80% of the 105 survey participants indicated that the posting of nutritional information beside servings influences their meal choice.

• SD = .7

PR Campaign - The Visual Aspect

"Eat This..Not This"• This caption would be featured on

digital and physical posters displaying two food options with respective nutritional information.o These food options would be specific to those

available on the UNC-CH campus.o "Storming" would be a tactic implemented in

the campaign.o Outlets include: The Daily Tar Heel, on-

campus sites and university-affiliated websites

PR Campaign - The Social Aspect

Awareness Campaign: execution and maintenance utilizing a presence on social media sites and associated techniques.

PR Campaign - Getting Personal

Specific Functions:• Disseminate information about healthy

eating on campus• Encourage students to speak up about

the desire for healthier options• Inform students on how to make better

choices • Interact with students on the topic in

order to increase interest level• Act as a communication hub to

promote beneficial and engaging discussion

A Brief Recap

• UNC freshmen are limited to options provided by the university and within the vicinity of living arrangements.o Study participants indicate that they

realize their eating habits have worsened since their attendance at UNC.

• UNC freshmen still lack full satisfaction with what the university is offering. o As a result, UNC should offer a larger

variety of healthy, nutritionally sound food and dining selections.