Play Every Day Media Overview and Core Messages

Northwest StrategiesTim Woolston, Amanda Combs &Raquel Ranger

NWS Demo Reel

OPCP and NWS

• Northwest Strategies is the media contractor for Alaska Obesity Prevention and Control Program

• Comprehensive statewide media strategy• Produce quality media and messaging to

achieve program goals• Provide technical assistance to OPCP grantees

Full Service Communications Agency

• Messaging• Media planning• Copywriting• Radio • TV• Print ads

• Public relations• Brochures• Posters• Videos• Websites

Program Goals and Media Strategy• Communicate the truth about the importance of regular physical

activity, healthy food and drink choices, and other behaviors

• Explain the harms caused by being inactive and drinking sugary beverages

• Encourage Alaskans, specifically Alaska parents, to change their behaviors to help themselves and their children lead healthier lives and maintain healthy weights

• Provide information to help parents sign up their children for the Healthy Futures Challenge

Overarching Goal

Reduce childhood overweight and obesity in Alaska by 5 percentage points in the next five years

Play Every Day Campaign

Target Audience• Alaska parents of 5 to 12

year olds– Adults 25+

• Alaska Natives• Low socioeconomic status

Messaging• Participate in the Healthy

Futures Challenge• Get 60 minutes of physical

activity, every day

Campaign Elements

• TV• Radio• Print• Online• Social media• Website

Healthy Futures Challenge TV

Social MediaLike Play Every Day at Facebook.com/playeverydayak

Subscribe to Play Every Day at YouTube.com/playeverydayAK

Communications Update

• Distributed by the 15th of each month

• Topics cover– Announcements– Statewide campaign

update– Training opportunities– Events– Partner/grantee

announcements– National campaigns

TA Process and Requests

• Developing TA process with OPCP• Survey for a needs assessment

• Link in March Communications Update

NWS Contact Information

Amanda Combsamanda@nwstrat.com907.563.4881

Raquel Rangerraquel@nwstrat.com907.563.4881

Core Messages

Why Core Messages

• Assist grantees, staff, partners, contractors and stakeholders with staying on message and being consistent with messaging in all communication

• Essential to successfully making your case for childhood obesity prevention

• Important to convey in every interaction with your various audiences

Under Development

• Currently under development with assistance of OPCP staff and evaluation team– First draft, will continuously evolve

• Provide messages in key areas: – The Burden– Obesity Causes and Protective Factors– Schools and Obesity Prevention– Alaska Solutions

Identify Topic to Address

• What information are you trying to convey?– School policy– Community policy– Physical activity– Nutrition

Identify Audience

• Partners and stakeholders within your community – School board members, health organizations,

champions for your message

• Media– Local radio station, local newspaper, school or

grocery store bulletin board

Keys to Successful Message Delivery

• Add information and stories relevant to your community/region

• Include data when available• Always keep your audience in mind• Explore the human-interest angle to

personalize the story

Overarching Message

Never miss the opportunity to include the big picture message.

Future Topic Areas

• Community Nutrition• Screen Time• Breastfeeding• Junk Food• Early Childhood Education

• Healthcare Setting Interventions

• Industry Marketing• Government’s Role• FAQs

Hands-on Activity/Group Brainstorm

• What questions do you frequently get asked?• What topic areas would you like to see

included in Core Messages?• Where do you need support with messaging?

Questions?