Example Campaigns & Promotions

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Mass Media Campaigns

  1. pdf file Eat Smart, Move More…North Carolina
    Eat Smart, Move More...North Carolina, a statewide initiative that promotes increased opportunities for physical activity and healthy eating through policy and environmental change.   The ultimate goal of the initiative is to promote healthy behaviors that reduce risks and prevent disease related to inactivity and unhealthy eating behaviors.
  2. Healthy Stores
    The Healthy Stores projects rely heavily on audio and visual communication materials displayed in stores and through the mass media to promote the purchasing and consumption of healthier food. They include shelf labels, posters, newspaper cartoons, flyers, recipe cards, educational displays, radio announcements and cooking demonstrations and taste tests.
  3. Nutrition Explorations
    This informative, interactive website contains loads of information for school food service personnel, families and anyone interested in promoting good nutrition in youth.  The site contains, resources, news bites, recipes, menus and more. 
  4. pdf file Eat Smart, Play Hard
    Eat Smart. Play Hard.™ is a national nutrition education and promotion campaign designed to convey science-based, behavior-focused and motivational messages about healthy eating and physical activity. The campaign uses Power Panther™ as the primary communication vehicle for delivering nutrition and physical activity messages to children and their caregivers. Support materials include posters, a slogan, Power Panther™ costumes, and other materials. Messages developed for the campaign are based on the Dietary Guidelines for Americans and the Food Guide Pyramid.
  5. Team Nutrition
    Team Nutrition is a national initiative designed to motivate, encourage, and empower schools, families and the community to work together to continually improve school meals and to make food and physical activity choices for a healthy lifestyle.
  6. Montana Dietetic Association
    This is the online home of the Montana Dietetic Association (MDA). On these pages, you'll find sizzling resources for MDA members and other professionals, as well as hot tips on where to find the best food and nutrition information in Montana and around the globe.  Featured Information includes - Eat Right Montana "Healthy Families" materials, a list of some of MDA's licensed nutritionists/registered dietitians and a treasure of links to other nutrition-related web sites.
  7. Eat Well
    Eat Well is packed with reliable and practical advice about healthy eating, understanding food labels and how what we eat can affect our health.  This European site is run by the Food Standards Agency.
  8. 3 A Day of Dairy
    3-A-Day of Dairy was created as a simple reminder for families to get 3 daily servings of milk, cheese or yogurt for stronger bones and healthy bodies.  This American Dairy Association site includes recipes and tips, resources and tools, a mom’s corner and information on how to stay fit. 
  9. pdf file African American specific information 3 A Day information
  10. pdf file More Yummy, Less Tummy (3 A Day weight loss information)
  11. Why Milk?
    This interactive website contains loads of information and resources for youth and adults.  The site promotes increasing milk intake as a means to healthier bodies.  There are special sections for youth, women and media.  The site contains games, video clips, resources, weight loss programs and more.
  12. US Apple Media Center
    This is the U.S. Apple Association's (USApple) media center, your one-stop shop for the apple industry's latest news, publications, photographs and images. USApple is committed to delivering timely and accurate information through a variety of media channels – news releases, newsletters, media kits and interviews. In addition, USApple offers a complete library of apple photographs and images for your use. USApple staff will gladly assist you in developing story ideas about apples and apple products or the apple industry in general.
  13. Got Milk?
    The Got Milk? Campaign has been around for 10 years.  This informative and entertaining website includes media campaigns, research and statistics, recipes and more to encourage visitors to drink more milk.
  14. Go for 2 and 5 Campaign
    The national Go for 2&5™ Campaign was launched in Australia in April 2005.  The Go for 2&5™ campaign aims to help Australian parents to encourage their children to increase daily consumption of fruit and vegetables.  This campaign has delivered good results within Western Australia and is endorsed by the World Health Organization (WHO).  The target audience of the campaign is parents and caregivers of children and youth (0-17 years).  The campaign includes national television advertising, magazine placements, radio for non-English speaking audiences, Aboriginal and Torres Strait Islander press, online and advertising in shopping centers (poster boxes and shopping trolleys). Support materials include a consumer booklet, poster and recipe cards.
  15. The 1% Or Less Social Marketing Campaign
    The "1% or Less" social marketing campaign encourages adults and children over age two to drink milk with a fat content of one percent or less, instead of whole or two percent milk. Features of the campaign include news stories and advertisements on television, radio, billboards, and in newspapers; milk taste-tests at a variety of community sites; supermarket shelf labeling to draw attention to low-fat milk; and school activities.
  16. pdf file Healthy Weight Awareness Campaign
    The Healthy Weight Awareness Campaign was initiated in October 2002 and is a social marketing campaign designed to provide Maine parents with information and simple steps to keep their children and families healthy and active. The target audience is primarily families with limited income. Members of the target audience participated in focus groups that informed the development and messages of the campaign. Campaign components have included cutting back on soda consumption, reducing television and screen time, and increasing lifestyle physical activity. Media includes a mix of newspaper, radio, television, and direct mail.
  17. Eat Smart
    This program was a four-year social marketing campaign of the Maine Nutrition Network (1998-2002). The overall campaign goal is to increase the number of food stamp families who adopt healthful eating habits. The primary target audience was adult food stamp recipients with children less than 19 years of age living with them. Because this is a state wide campaign, with many message distribution channels being used, there is spill over to the general population (secondary audience).
  18. 5 A Day For Better Health
    5 A Day is an education program for consumers of all ages sponsored by the Produce for Better Health Foundation and the National Cancer Institute This site includes information and resources for industry, consumers, educators, media and kids.  The site encourages visitors to eat 5-9 servings of fruit and vegetables per day.  There are links to research and policy, programs and events, as well as public service announcements.  The kids pages contain coloring sheets, recipes and fun links.
  19. Healthy Choices for Kids
    The Healthy Choices for Kids nutrition education program was created by the growers of Washington state apples and is funded in part by the Washington Apple Education Foundation, Tree Top, Inc., and other industry sponsors. The site contains four chapters of the Healthy Choices for Kids program for parents or educators.  There are stories, activities, news and links.  There is also a separate section called “Critter Kids” with resources and materials specifically for preschool age children.
  20. 5 to 10 A Day for Better Health
    The goal of this Canadian based site is to reduce the risk of cancer and cardio-vascular disease, by encouraging visitors to consume at least five servings of vegetables and fruit a day as part of a healthy diet, and as part of a healthy lifestyle. The aim of the campaign is not only to create awareness, but also to change people's eating habits, within a healthy, active lifestyle.  The site contains recipes, facts and statistics, media pieces and helpful nutrition related links.
  21. Dole 5 A Day Program
    The Dole 5 A Day Program, part of the national 5 A Day initiative, works on developing and providing technology-based 5 A Day education programs to elementary schools in the U.S.  All of Dole’s nationally recognized nutrition education programs encourage children and their families to eat 5 to 9 servings of fruits and vegetables a day. Examples of resources available on this site include: 5 A Day Adventures CD-ROM, Jammin’ 5 A Day Music, Fun with Fruits & Vegetables Kids Cookbook, How’d You Do Your 5 Today? Chart 5 A Day Live! Musical Performance Kit, 5 A Day Friends E-Mail and materials for media outlets.
  22. Action For Healthy Kids (AFHK)
    The aim of AFHK is to improve children’s eating habits and increase their physical activity in schools through national and state-level efforts. The website has a section on “Resources to Improve Schools”, which contains a drop-down menu of many topics to help teachers, school administrators, and parents to take action in implementing healthy school programs and policies. Topics include (but are not limited to) nutrition education, physical activity, vending/snacks, advertising in schools, fundraising, childhood obesity, community outreach, and after school programs. Each topic contains multiple resources such as handouts, pamphlets, toolkits, brochures, reports, and documents, many of which are in PDF format and can be downloaded. There are also blueprints available for changing policies and evaluations and profiles of existing school based programs.
  23. We Can! Ways to Enhance Children’s Activity & Nutrition
    WeCan! is a national education program designed for parents and caregivers to help children 8-13 years old stay at a healthy weight, with goals of improving food choices, increasing physical activity, and reducing TV viewing time. This is not a website geared to address school interventions, but it provides a range of materials to help local groups and/or parents implement healthy changes in their communities. Resources include a 200-page toolkit for community action (with planning tools, curricula, and activities), a parent handbook, booklets on increasing healthy behaviors, research information on childhood obesity, bilingual fact sheets on nutrition, physical activity, and heart health, quizzes, posters, banners, healthy recipes, and tips for improving family nutrition and physical activity.
  24. American Public Health Association (APHA): Toolkit for Obesity Prevention
    This site represents a subsection of APHA’s home webpage, which focuses on obesity intervention which was the theme of the 2003 National Public Health Week. As part of this 2003 initiative, APHA created a toolkit for obesity intervention that includes media and legislative advocacy materials, such as sample letters to public officials, talking points for meetings, and telephone/radio scripts. The toolkit can be downloaded on this site at no cost. In addition, the website provides links to government resources and materials for parents and teachers, as well as links to fact sheets on obesity, nutrition, school foods and meal programs. The website also outlines “tools for action” against overweight and obesity, which includes links to sample policies that encourage healthy eating and activity in schools, guides to community action, and listserves to promote healthy nutrition environments in schools.
  25. Shaping America’s Youth (SAY)
    This website aims to provide current and comprehensive information on programs and community efforts across the United States directed at increasing physical activity and improving nutrition in children. This website also provides information on current news, meetings and events, funding opportunities, publications and other resources related to childhood obesity. The website provides an extensive summary report of its national survey of over 1100 programs addressing childhood nutrition and physical activity. There is also an online registry that provides access to information on these individual programs. Additional materials available on this website include articles, publications, and reports that can be downloaded, as well as a list of online resources addressing childhood obesity, physical activity, the built environment, and funding opportunities in these areas.
  26. CDC Healthy Youth!   Making it Happen: School Nutrition Success Stories
    This website summarizes a range of approaches that schools have taken to improve student nutrition. Case studies show that students will buy and consume healthful foods and beverages, and that schools can make money from these options. The website outlines six approaches to improve student nutrition: establishing nutrition standards for competitive foods, influencing food/beverage contracts, increasing availability of healthy foods, adopting marketing techniques, limiting access to competitive foods, and school fundraising and rewards. Each approach is described in a report and includes case studies of school programs. The entire report, an executive summary, or selected approaches, can be downloaded in PDF format. The second website listed above provides information on childhood nutrition and obesity, and provides links to data and statistics, science-based strategies to improve nutrition, information on existing programs (including registries and program evaluation), and various publications and references, all of which can be downloaded.
  27. University of Texas School of Public Health, at Houston Human Nutrition Center
    The Human Nutrition Center at the University of Texas is conducting several large-scale research studies to improve childhood nutrition and physical activity. This website describes these different research projects and provides related resources and references. One project highlighted is CATCH (Child & Adolescent Trial for Cardiovascular Health), which provides curriculum materials, school level and individual evaluation methods, CATCH publications, information for educators and families, handouts, and additional references. Another project is SPAN (School Physical Activity and Nutrition) which provides downloadable questionnaires for assessment and contact information. A third project is IMPACT (Incorporating More Physical Activity and Calcium in Teens) which provides links to measurement tools and contact information.
  28. Changing the Scene: Improving the School Nutrition Environment Tool Kit (USDA)
    The USDA developed a tool kit of materials to help parents and educators take action to improve their school nutrition environment. The kit includes a guide for making an action plan, criteria for evaluating success, support materials on assessment, and Powerpoint presentations, CD-Rom, videos, brochures, reprints, flyers, and information sheets. The toolkit can be ordered online at no cost. The website also includes information on how to develop and implement local wellness policies, and provides numerous resources such as handouts and information on nutrition education for children and parents, school and community resources, training materials for food service professionals, classroom curriculum materials and activities for teachers, and information specific to parents. There is also a “Team Nutrition” schools database which allows you to access and view descriptions of schools across the country that have made successful changes in the school nutrition environment.
  29. The Montana Team Nutrition Program
    Although this online tool kit was specifically developed for teachers working with school children (4th and 5th grade students) in Montana, it serves as a creative model and guide for teachers and schools to use in creating their own nutrition and physical activity educational program. This tool kit includes lesson plans on nutrition and physical activity, information sheets on nutrition and fitness, and provides strategies to integrate nutrition and physical activity across the curriculum. There are also handouts for school staff, parents, and students, as well as promotional materials and supporting resources. 

Getting started

  1. A Local 5 A Day Initiative
    The following two links provide a detailed overview of the implementation of 5 A Day campaigns in Southern England.
    Booklet 1 – A Local 5 A DAY Initiative: Increasing Fruit and Vegetable Consumption – Improving Health   Booklet 1 is a short publication for commissioners of health improvement, including members of local strategic partnerships, Government Offices for the Regions, primary care trusts and other areas of the health service, including strategic health authorities. It shows how the development of local 5 A DAY initiatives aimed at increasing fruit and vegetable consumption can contribute to achieving national targets for disease prevention, and can support local and regional strategies on issues such as food, health, economic development and sustainability. It draws together the evidence on the health benefits of fruit and vegetables in the diet, current consumption levels, and the influences on consumption. The booklet will also be of interest to project managers and coordinators within primary care trusts who are setting up their own local 5 A DAY initiatives, as well as staff in partner organizations including local authorities, industry and the voluntary sector.
    pdf file Booklet 2 – A Local 5 A DAY Initiative: A Handbook for Delivery
    This has been written for those responsible for planning and implementing local 5 A DAY initiatives to increase fruit and vegetable consumption. They may be working within a primary care trust, the NHS, or in other regional or local organizations. The booklet draws together the lessons learned from the research about food-based community interventions – and particularly from the 5 A DAY pilot initiatives commissioned by the Department of Health – and offers practical advice on planning, setting up and running an effective local 5 A DAY initiative.
  2. pdf file Tackling Inequalities in Food and Nutrition Task Group Report, 2001
    Euro pean Food and Nutrition Task Group report which outlines best practices for implementing mass media interventions to increase good nutrition habits in various ages groups and settings.  Topics include:  National and Local Strategies and The National Health Outcome Targets set by the Government and current local targets and objectives for partner agencies, Comparing Our Local Health Status, Priority Groups & Areas Analysis, What Works: Effective Interventions, Recommendations for further Health improvement and Case studies of good practice are provided. 

Point-of-Purchase Interventions

  1. 5 A Day Retail Program
    The 5 a Day Retail Program arms community advocates with the tools and resources to work with supermarkets, small chain and independent markets statewide. Community organizations help to support and enhance the development of local retail relationships and convey the 5 a Day message to consumers. Merchandising components include point-of-sale materials; recipe booklets and brochures; and a CD-ROM containing advertising copy, graphics, health tips and nutrition information. Activities include semi-annual food demonstrations, store tours and retail-sponsored community events in selected regions throughout the state.
  2. Houlton Area 5-a-Day Supermarket Programs
    Houlton Regional Hospital and Cooperative Extension worked with three area grocery stores during National Nutrition Month to focus on an environmental/policy change that was promoted in the media. Educational displays focusing on nutrition, cost analysis, and physical activity were be set-up at each store. Taste testing of featured special fruits and vegetables were offered. Evaluation was done via on-site questionnaire and one month follow-up.
  3. Richmond Community Project
    This newly formed Coalition conducted a project focusing on education and environmental change. The local newspaper ran a full page, "5-a-Day Activity Page." The page was written at a low literacy level and featured facts about fruits and vegetables and cost comparisons. Local grocery stores agreed to run specials on fruits and vegetables and advertise them in the paper. A community celebration of healthy eating was held at the area health center. Games, entertainment, and healthy foods were available for the afternoon celebration. An evaluation was done via questionnaire of celebration participants.
  4. Healthy Eating is in Store for You
    Healthy Eating is in Store for You (HESY) is an exciting project that will help consumers make healthy food choices through better use of the nutrition information on the label of packaged foods.
  5. National Apple Month
    National Apple Month has two major components.  The retail component of the program involves fall display contests for retailers and military commissaries, in which retailers can vie for cash prizes by submitting details on store displays that meet the judging criteria. Additionally, an Apple Merchandiser of the Year is crowned for outstanding merchandising of apples and apple products throughout the year. The foodservice utilizes the media and direct outreach to connect with various segments of the industry, communicating pertinent information regarding menus applications, value of the apple and apple products and current product information. Foodservice operators are chosen for recognition based on the use of apples and apple products in menus throughout the year.
  6. Fit to Eat
    Fit to Eat is a promotional campaign of the Floyd County Health Department intended to encourage healthy nutritional and environmental choices in local commercial food service establishments. Fit to Eat is a public health campaign to encourage and promote smoke-free dining and healthy meal choices in local participating restaurants.  All food items marked with the Fit to Eat logo will be equal to or less than 30% calories from fat, as recommended by the United States Department of Agriculture.
  7. The Healthy Stores Project
    The Healthy Stores projects rely heavily on audio and visual communication materials displayed in stores and through the mass media to promote the purchasing and consumption of healthier food. They include shelf labels, posters, newspaper cartoons, flyers, recipe cards, educational displays, radio announcements and cooking demonstrations and taste tests.

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