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We Can! Let’s Go! and Let’s Move !

We Can! Let’s Go! and Let’s Move !. Digital Strategies for Health Communication (HCOM512) Jasmine Hunt 7/15/12. Attempts at Moving the Needle on Childhood Obesity: A Trio of Case Studies.

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We Can! Let’s Go! and Let’s Move !

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  1. We Can! Let’s Go!andLet’s Move! Digital Strategies for Health Communication (HCOM512) Jasmine Hunt 7/15/12 Attempts at Moving the Needle on Childhood Obesity: A Trio of Case Studies

  2. We Can! is a national movement designed to give parents, caregivers, and entire communities a way to help children 8 to 13 years old stay at a healthy weight. • Eating healthy, being physically active, and limiting screen time • Target audiences: children, parents, and community partners

  3. 9 subpages

  4. 5,657 Likes • Posts include: healthy recipes, articles, ideas for physical activity (relevant for summer), and questions • Geared toward parents

  5. YouTube page has 12 videos, 71 subscribers • PSAs, professionals talking about the program • Sponsored video contest- only shows winner and runner-up

  6. Let’s Go! is a nationally recognized childhood obesity prevention program based in Maine. • Main goal is to increase the proportion of youth, ages 0-18, at a healthy weight. And they seek to change policy and environments to support healthy eating and active living. • 5-2-1-0 (5 or more fruits and vegetables, 2 hours or less of recreational screen time, 1 hour or more of physical activity, and 0 sugary drinks) • Schools, after school programs, child care, worksites, and health care

  7. 1, 344 Likes • Posts include: pictures from events, questions, links to articles, and details on upcoming events. • One-sided (who is this for?)

  8. 56 followers, 96 tweets • Tweets include: links to relevant articles, few events, questions (no photos) • Not updated regularly (last updated over 2 months ago) • Branding

  9. Let’s Move! is a comprehensive initiative, launched by First Lady Michelle Obama, that is dedicated to solving the challenge of childhood obesity within a generation, so that children born today will grow up healthier and able to pursue their dreams. • Helpful information for parents • Environments that support healthy choices • Healthier foods in our schools • Access to healthy, affordable food • More physical activity for kids

  10. Ex: Take a walk with your family after dinner: family calendar, families activities guide, tips on setting goals, and other helpful ideas

  11. Dietary Guidelines for Americans • MyPlate • Front-of-Pack Labeling description • Doctors will prescribe simple ways to increase healthy eating • Eating healthy on a budget

  12. 97,460 Likes • Over 100 photos • Links to YouTube videos and blog posts • Links, events, colorful photos featuring the Obama family, celebrities, and happy children • 10-50 Comments • Spokesperson

  13. YouTube • ~100 videos, 675,334 views overall, 6,255 subscribers • Michelle Obama in most of the videos • Geared toward parents mostly • Videos range from PSAs to White House events, to live cooking demonstrations with Bobby Flay, to the First Lady dancing with students in Iowa

  14. Twitter • 42,070 followers and 958 tweets • Tweets include upcoming events, such as those on Meetup, news and updates, contests, and healthy tips • More useful info than their Facebook page • More kid-friendly (healthy recipe contest, Disney Channel retweets)

  15. Other • Meetup: 875 communities. Aims to spark face-to-face meetings and activities locally and nationally. • Flickr: fun and inspirational photos from events and other appearances

  16. Comparison of Three Programs

  17. Comparison of Three Programs

  18. Recommendation for We Can! • Website: Reorganize content and adjust navigation, consolidate materials • Facebook: Consistent posts, interactive materials for target audience • YouTube: Videos giving parents tips on healthy meals, portion sizes, and including children. Show families games to play indoors/outdoors. Use charismatic spokesperson to speak about limiting screen time. Videos in Spanish • Twitter: Start one!....Quick tips, links to videos and other resources, promote events. Link to other accounts that parents follow

  19. Recommendation for Let’s Go! • Website: Kid-friendly section, change layout, consistent branding, provide resources and tools for each sector, easy to find info • Add more to community specific pages, news, events • YouTube: Higher quality videos, stories from families in pilot, tips for other families, community partners reaching out to invite others to join the program, instructional videos of how to become a 5-2-1-0 school, etc. Cooking and physical activity how-to videos for parents and kids. • YouTube and Twitter: Link to new videos, tips, update often, interactive • Collaborate with other 5-2-1-0 programs in other states to increase visibility/unity of message and share resources.

  20. Recommendation for Let’s Move! • Website: Restructure a little, more practical info upfront, change “Take Action” name. • Facebook/Twitter: Incorporate more useful info for parents and kids (rather than just publicity), personal narratives, human interest stories • Interlink social platforms

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