This presentation describes an innovative process used to develop a campaign identity for the National Bone Health Campaign, a national social marketing program to increase calcium consumption and physical activity in girls 9-12 years old and reduce their risk of osteoporosis later in life. In February and March, 2000, six creative focus groups were conducted in three U.S. cities with a mix of creative girls from different racial/ethnic groups. During these groups, the girls were asked to think about what kind of “look” and “feel” the campaign should project and worked with the moderator and an artist to develop a campaign logo, spokesperson or character, and themeline. In essence, the girls served as creative consultants for the campaign. The methods used in the groups were based on “ideation,” a qualitative research technique designed to generate fresh ideas about how to meet a marketing or communication challenge. This activity also involved program planners actively in the creative process. During the groups, the observers behind the one-way mirror brainstormed along with the girls and recorded their own ideas. The following day, they participated in a half-day debriefing and brainstorming process. The presenters will describe the creative process that took place in the groups, the results of this process, and how these results were used to develop an identity for the NBHC that will catch and hold the attention of girls 9-12 years old.
Learning Objectives:
Keywords: Social Marketing, Adolescents
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.