Campaign Title:
Our Community Deserves
Produced For:
Centers for Disease Control and Prevention (CDC)
Topics:
Nutrition: Unhealthy food/drink, Nutrition: Healthy food/drink, Built Environment, Physical Activity, Healthy and Safe Physical Environments, Nutrition
Audiences:
Black/African American, Hispanic/Latino, General Audiences, Parents, Urban populations
Goals:
To inspire action and motivate change in personal behaviors that increase physical activity and help in adopting healthier eating behaviors within the target populations. This campaign was adapted from the City of Chicago/Children's Memorial Hospital Chicago Deserves materials.
Strategy:
To create a media/digital campaign to promote community health messages geared to ethnic audiences.
Results:
Research was conducted using 12 focus groups to explore knowledge, attitudes, and beliefs regarding obesity. Focus groups were a mix of Caucasion, African American, Hispanic, and Multi-ethnic participants and occured in July/August 2013. The groups were segmented to represent two audiences: (1) Parents/Caregivers of young children (0–10 years, and (2), Parents/Caregivers of older children (11-18 years). Overall, the ads were perceived as positive, inspiring, and relevant to communities.
