SMPA Capstone
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Transcript of SMPA Capstone
Digital MyPlate: Empowering Healthy Eating HabitsAmanda EamichSchool of Media and Public AffairsAugust 4, 2011
Amanda Eamich l SMPA Capstone
Obesity Trends in America
Amanda Eamich l SMPA Capstone
Food Guide Pyramid (1992)
Amanda Eamich l SMPA Capstone
MyPyramid (2005)
Amanda Eamich l SMPA Capstone
MyPlate (2011)
• Simple and straightforward visual cue
• Recommended proportions of major food groups
• Easily personalized to diet, culture and preferences
Amanda Eamich l SMPA Capstone
Health Communications and MyPlate
•Web Communications Strategy•Health and Behavior Change
▫Social marketing and a Transmedia Approach
•Strategic alliances and partners•Empower consumers through an
educational, fun and engaging online strategy
•Information -> Action
Amanda Eamich l SMPA Capstone
Health Behavior Campaigns
•Ecological model▫Communication in a Social Context
•Social marketing – Health as a Product
•Call to action and Self-efficacy
•Individual within the Community
Amanda Eamich l SMPA Capstone
Five-A-Day For Better Health
•General health promotion and encouragement
•Low sense of urgency, concrete benefits
•Social Networks critical to adoption•Hands-on experience and personalization•Quick tips for a busy lifestyle
•Simplify and incentivize healthy eating habits
Amanda Eamich l SMPA Capstone
Anti-Smoking Campaigns
• Direct, relevant and engaging
• Confront social pressure
• Empower through education
• For youth, by youth
• Relevant, educational web-based social environment
Amanda Eamich l SMPA Capstone
VERB: it’s what you do.
•Multi-channel, multi-year campaign for tweens
•Phased approach for behavior change▫Awareness -> Initiate -> Reinforce and
Encourage -> Maintain•Interactive, game-oriented design•Broadcast/online communication inspires
offline activity
Amanda Eamich l SMPA Capstone
MyPlate Communication Strategy
• Engagement - General public, teens and nutritional gatekeepers
• Empowerment - Skill- and confidence-building
• Entertainment
Amanda Eamich l SMPA Capstone
Setting the stage
•61 % of adults online seek health-related information▫Older teens, lower-income households
more likely to go online•¾ Teens (12 – 17) own and use cell
phones▫Average 50 text messages per day▫11% send e-mail daily▫¼ teens online will “fan” a Facebook page
Amanda Eamich l SMPA Capstone
ChooseMyPlate.gov
• Social engagement
• Incentive to participate
• Online community
• Recipes and more
Amanda Eamich l SMPA Capstone
Amanda Eamich l SMPA Capstone
Web-based tactics• Blogger
roundtables
• Twitter outreach and engagement
• School-based learning
• Journal and track healthy eating
Amanda Eamich l SMPA Capstone
For teens: MyPlate, My Choice•Social modeling for a healthier, more
fulfilling life with friends
•Gaming and challenges
•Virtual Worlds
Amanda Eamich l SMPA Capstone
Nutritional Gatekeepers
•Individual choices become family habits
•Tips for busy lifestyles•Recipes, cooking techniques, coupons•Social integration online and through
strategic partners
Amanda Eamich l SMPA Capstone
Amanda EamichSchool of Media and Public Affairs
Capstone Defense
August 4, 2011