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Let's Move! Campaign

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Myra Shanks

on 7 December 2014

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Transcript of Let's Move! Campaign

National Campaign to End Childhood Obesity in America
An Initiative to Support Healthy Eating in Schools
The physical and emotional health of an entire generation and the economic health and security of our nation is at stake
-First Lady Michelle Obama
Let's Move! Campaign
Communication Strategies
Chefs Move to Schools
Framing Themes

Strategic Messengers
Rationale and task force recommendations
for improving school meals

Chefs Move to School
Purpose of Chefs Move to Schools
Objectives of Chefs Move to Schools
Desired Behavior Change
Target Audience
Program Funding sources
Program Oversight
A case study of the campaign to end childhood obesity
Vol X, No. 31
The Challenge We Face
Obesity Epidemic in America
Social Marketing Mix for Chefs
One in every three children in America (31 7%) ages 2-19 is overweight or obese

Overall, medical spending on adults in 2008, was estimated at $147 billion. Excess weight is also costly during childhood, estimated at $3 billion per year in direct medical costs

Excess weight is a common risk factor for heart disease for many chronic illnesses including type II diabetes, arthritis, stoke, and some types of cancers

The current generation is on track to have a shorter lifespan than their parents
Let's Move! Campaign
Campaign Origins

Objective: To end childhood Obesity in a generation

Goal: To return to a 5% childhood obesity rate by 2030

Focuses: a healthy start for kids, empowering parents, serving healthy foods in schools, ensuring access to healthy foods, and increasing opportunities for physical activity

Audiences: Kids, parents, school leaders, elected officials, community leaders and chefs
Collectivism Framing
Improves self efficacy and offers a support system
Reinforces Obesity as a shared social issues

Celebrities- likeability
Experts- credibility
Everyone has a role to play in ending childhood obesity. Your involvement is key to ensuring a healthy future for our children. - Let's Move! Website
Chefs Move to Schools
Core Product: Helping to be a part of reversing obesity
Actual Product: Partnership with school and matching service
Augmented Product: Website, toolkit and funding opportunities


Collectivism Message framing
Credible Messengers-Fellow chefs and culinary associations
Celebrity Messengers
We are going to need everyone's time and talent to solve the childhood obesity epidemic and our nation's chefs have tremendous power as leaders because of their deep knowledge of food nutrition and their standing in the community. "
- Michelle Obama
3500 Chef-School Partnerships
Program Promotion through media coverage
Success Stories
"Volunteer chefs from Universal City Walk, Walt Disney Parks & Resorts, Nestle Corporate and Platters for You Catering partnered with five Orange County school cafeteria food managers to create menu items with the help of student taste testers at their schools. Each school introduced their new food item at the end-of-the-year school celebration."

Submitted by Camelot Elementary School on the Chefs Move to Schools Website

Campaign Analysis
Campaign Strengths
Coalition building
Initiative works to impact behaviors as well as attitudes
Use of trusted messengers
Augmented Products (Trainings, toolkit and Technical Assistance)
Availability of published research related to obesity and best practices for intervention
Campaign Weaknesses
No ascertainable formative research related to audience or SWAT analysis conducted
No consistent, central or long term funding for CMS or Let's Move!
Campaign does not have SMART goals to support the purpose
Uses very limited evaluation measures
The CMS initiative offers a valuable case study of the Let's Move Campaign as a whole and reflects the campaign objectives, strategies, and successes. There are unique and useful strengths that this campaign (as observed in CMS) offers, however, there is considerable room for improvement, particularly in applying formative research to the planning process, in defining success, and in ensuring proper support and sustainability of the Let's Move Initiatives.
Consideration and Recommendations
This is 4th year of a generation long campaign (20 years)
Task Force's acknowledges that more research is needed
Conduct further research and SWAT analysis
Segment the audience beyond existing target audiences
Increase funding for the School Lunch Program to include allocations for schools with CMS partnerships to support menu item development and implantation
Establish 2-5 SMART goals for CMS
Establish additional quantitative evaluation measures
Create tailored messages and augmented products for
engaging in CMS partnerships based on stages of change theory
This study of the Let's Move Campaign through examination of CMS was limited in time, scope, and resources
Benefits and Consequences Framing
Full transcript