From Ads to Action:A childhood healthy weights communication campaign promoting physical activity, health eating & self-esteem

Presented by:Donna Howard, Physical Activity ConsultantEvelyn Vaccari, Nutrition Promotion Consultant

February 6, 2006Physical Activity Resource Centre Conference

What will this workshop address?

Collaboration to develop a communication campaign promoting healthy weights for young children

Campaign use to support other health promotion strategies

Physical activity component & resources

Agenda Campaign rationale and

development Campaign overview Dissemination strategies Complementary strategies Evaluation Benefits & challenges Questions & wrap up

Walk and Talk

“What percentage of children in the U.S. have a television in their room?”

“What is the most popular physical activity for Ontario adults over the age of 20?”

“At what age does self-esteem develop?”

“Is the media to blame for the increase in obesity?

Why or why not?”

“What percentage of children in the U.S. have a television in their room?”

“What is the most popular physical activity for Ontario adults over theage of 20?”

“At what age does self-esteem develop?”

“Is the media to blame for the increase in obesity?

Why or why not?”

TPH Healthy Weights Concept Healthy weights - interrelationship

between healthy eating, physical activity and self-esteem.

Weight is influenced by genetics, environment and personal choices.

Extremes in body weight are a risk factor for chronic diseases.

TPH Healthy Weights Concept (continued) Achieving and maintaining a healthy

weight focuses on behaviours rather than weight itself.

Healthy weights are individual and unique.

Healthy bodies come in different shapes and sizes.

Why…

Focus on obesity prevention/healthy weights promotion? Increasing rates & associated health

risks Compliment other TPH initiatives Fill a gap

Why…

Target families of children 0-6 years? Critical stage for behaviour & skill

development Influential period

Why…

Choose role modeling and parental involvement theme?

Steps to develop campaign

Hired Fingerprint Communications Inc.

Followed THCU’s 12 step process for developing communication campaigns

Fingerprint developed several creatives

Focus tested creatives

Selected creative concept & developed support materials

Collaboration Logistics Lead and copyright for Phase 1 – TPH

Lead and copyright for Phase 2 - PPH

Letter of Understanding - Permission to use creative and collateral templates

Cost associated with production and dissemination rested with each Health Unit

Campaign Overview Two phased campaign

Phase 1 (awareness): aims to increase parents’ awareness about the role they play in promoting healthy weights in children

Phase 2 (skill building): aims to encourage parents to make simple yet fundamental changes which support their children in adopting healthy eating and physical activity behaviours

Phase 1-Awareness Toronto Public Health

Duration- 6 weeks

3 images

Ads in transit, malls, City of Toronto Publications

Poster and brochure distribution

“Does my butt look fat in these jeans?”

Your kids are listening.

What you say and do in front of your children can affect their self esteem. Set a healthy example when your children are young. Call…

“ I could stand to lose a few pounds.”

Your kids are listening.

What you say and do in front of your children can affect their attitudes about food. Eat well and set a healthy example when your children are young. Call…

“I never seem to find time to exercise.”

Your kids are listening.

What you say and do in front of your children can affect their attitudes about exercise. Be active and set a healthy example when your children are young. Call…

Your Kids Are Listening

• Kids copy what they see and hear

• Parents are the most important role model children have

• Parents shape their children’s health habits, especially when it comes to healthy eating, physical activity and self esteem

Phase 2- Skill building

Toronto Public Health Duration - 2 months

2 images

Ads in transit, malls, medical offices, City of Toronto Publications, parent magazines

Poster and brochure distribution

Kids can be picky eaters.

So let them pick.

Let your child pick a favourite vegetable for dinner tonight – it will help build healthy eating habits. For simple meal ideas call…

Kids Are Capable of Sitting Still.

You Just Have to Wear Them Out First.

Encourage your young child to be active – it’s easy and fun! Call …

Kids can talk for hours.

Give them an audience at dinner tonight.

Eating together as a family is a great way to teach children healthy habits. For simple meal ideas to make and eat as a family call …

Television Ad“Healthy habits last a lifetime”

2 x 15 second ads 5 week media buy on City TV & Cable Pulse 24 Join the game: “Playing with your child builds healthy

habits that can last a lifetime.” Join the conversation: “Eating with your child builds

healthy habits that can last a lifetime.”

Website component

TPH posted the ad on website www.toronto.ca/health/children/healthy_weights.htm

Complementary Strategies

Service provider education: TPH staff workshops & resources

Influencer education & skill building: childcare provider workshops & resources

Parent skill building: practical activity/tip sheets

Website: www.toronto.ca/health/children

Parent Activity/ Tip Sheets

Evaluation Pre & post campaign internet

surveys Tracking -website hits-phone requests-resource dissemination

Evaluation - Methodology

Online post-campaign survey conducted fall 2005

Benchmark survey was conducted (spring 2005) prior to launch of the media campaign

504 Toronto parents of children ages one to six years old

Evaluation – Participant Demographics

Close to equal representation of males (46%) & females (54%)

Largest age group was 35-49 (56%) followed by 25-34 (39%)

Over half were born in Canada (63%) Majority were in married or common

law relationships (81%)

Evaluation – Physical Activity

2 out of 3 parents surveyed both before & after the campaign reported that they are physically active with their child 5 or more days per week

Slightly more parents agreed that their level of physical activity will affect their children before the campaign was launched (88%) than after (83%)

Evaluation – Physical Activity

Post campaign, 95% of parents agreed that there are simple things they could do to help their kids develop good physical activity habits (vs. 78% pre)

Factors influencing a child’s physical activity habits:

parent’s’/role model’s shared activities (56%) Availably/ variety of activities at school,

TV/computer/video time, weather/time spent outdoors, accessibility to variety of fun activities, peers/siblings/other kids to play with (12-17%)

Benefits and Challenges of CollaborationBenefits Sharing resources Extending the

campaign Greater reach

geographically Similarities between

our population Consistency of

advertising company Learning from each

other’s experience

Challenges Approval process Geographical and

environmental differences

Different use of language

Questions?

Donna Howard 416-338-8033 or dhoward@toronto.ca

Evelyn Vaccari416-338-1229 or evaccar@toronto.ca