Campaign Title:
I Choose (CDC) - Active People Healthy Nation
Produced For:
Centers for Disease Control and Prevention (CDC)
Topics:
Built Environment, Physical Activity, Healthy and Safe Physical Environments
Audiences:
Adults, Black/African American, Females, Hispanic/Latino, Males, General Audiences, Parents
Goals:
To encourage family physical activities and connect families with community resources/supports through an underlying campaign message that community infrastructures like sidewalks and parks can help families be active.
Strategy:
These materials support the Active People, Healthy Nation initiative and show real people engaging in free or low-cost physical activity. The copy reinforces how time with your family can also be your time for physical activity. It aims to create change by modeling desired behaviors and providing encouragement to take the desired action. The campaign uses a variety of materials that show families choosing to engage in low-cost physical activity (i.e., walking or playing) in their local communities, and the campaign materials feature African American and Hispanic talent. For more information on Active People, Healthy Nation, visit www.cdc.gov/physicalactivity/activepeoplehealthynation.
Results:
As part of the pilot run of these educational campaign components, the CDC team looked at click-through rates, cost per click, and cost per thousand impressions. It also looked at performance in rural counties for 8 southeastern states – Alabama, Arkansas, Georgia, Louisiana, Mississippi, North Carolina, South Carolina, and Tennessee. Results from this analysis showed that the “I choose to play” message performed better than the “I choose to walk” message. Indications are that the time spent targeting ads by zip code based on county population, demographics, and media household income allowed the CDC to better reach their target audience and led to a greater click through rate than previous educational campaigns. Also, most of the social impressions came from mobile users so that was identified as a channel to explore for future efforts with these populations.
