Campaign Title:
Find Your Balance
Produced For:
San Antonio Metropolitan Health District
Produced By:
Interlex Communications and Victory Boulevard
Topics:
Nutrition: Infant and Child Feeding, Built Environment, Physical Activity
Audiences:
Adults, Black/African American, Females, Hispanic/Latino, Young Adults, General Audiences, Parents, Children, Rural populations, Urban populations
Goals:
Focus on educating the population about the variety of opportunities in the city of San Antonio for improved fitness and nutrition that the grant provides, encourages them to make small changes in their lifestyle that can lead to big results for their health, and ultimately drive them to the website.
Strategy:
Create a community-wide social marketing campaign that would aim to elicit behavior change regarding physical activity and nutrition by promoting evidenced-based initiatives offered by the city of San Antonio. This citywide health and fitness campaign through the San Antonio Metropolitan Health District is called “Find Your Balance” campaign includes a logo, billboards, print ads, television spots, movie theater ads, transit ads, online ads, and radio spots reaching audiences around the city
Results:
Target audience identified as persons from age 18-65, mixed gender(50/50), and a focus on mothers of school-age children segmented towards the underprivileged and Hispanic populations. Research was conducted from August-September, 2010 via in-person interviews and surveys, focus groups and ethnographies.
