The 130th Annual Meeting of APHA

Abstract #49278

Susan B. Foerster, MPH, RD¹, D. Ginsburg, MPH², K. Hennelly², and M. Nichols². (1) Cancer Prevention and Nutrition Section, California Department of Health Services, PO Box 942732, MS 662, Sacramento, CA 94234-7320, (2) California Department of Health Services, Cancer Prevention and Nutrition Section, PO Box 942732, MS 662, 601 N. 7th Street, Sacramento, CA 94234-7320, (916) 322-2355, sfoerste@dhs.ca.gov

The California Nutrition Network and California 5 a Day Social Marketing Campaign conducts a statewide media campaign to communicate health and nutrition messages to Californians, focusing on its target audience of low-income women with children. The media activities include advertising, public relations, and media advocacy and are designed to raise community awareness and involvement of the target audience and influencers.

The media campaign incorporates an innovative marketing mix that includes television and radio (both paid advertisements and public service announcements), print and electronic media, outdoor advertising including billboards and convenience store posters, and transit advertisements such as bus wraps and mobile billboards. A comprehensive public relations program complements advertising and media-placement efforts by placing nutrition issues at the heart of public discussion. By focusing the spotlight on nutrition and obesity, the public relations program has successfully moved these health topics to discussions at the community and policy level. The campaign's social marketing efforts are assisting to positively shape and influence policies affecting access, education, and funding and food standards on both a community and state level. All media outreach activities are strategically coordinated with one another at the state and community levels to fully disseminate messages and create immense public momentum. In the year 2001 alone, the California Nutrition Network and California 5 a Day Campaign generated over 300 million impressions through its media efforts.

This presentation will provide an overview of the media and public relations efforts and provide participants with examples from the campaign.

Learning Objectives:

• Identify innovative and effective media strategies to target low-income Californians of various ethnic backgrounds in communicating health and nutrition messages. 2)Develop effective media strategies, whether it be for local, regional or statewide use and regardless of budget, in order to implement a successful social marketing campaign.

Keywords: Media Campaigns, Nutrition

Related Web page: www.5aday.com

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: California Nutrition Network, California 5 a Day, Cancer Prevention and Nutrition Section of the California Department of Health Services
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: Employment