Sensis gov20 la werefedup presentation 020510
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The document outlines the 'We're Fed Up' campaign aimed at combating youth obesity in Los Angeles County through a community-based, youth-driven approach. It emphasizes the use of social media to engage teenagers, facilitate conversations, and promote healthy eating habits while highlighting the importance of empowering youth as content creators. The campaign has faced challenges in capturing adolescents' attention and engagement but seeks to improve participation through innovative strategies and competition incentives.
Sensis gov20 la werefedup presentation 020510
- 1. Government 2.0 Tackles Youth Obesity in LA County “We’re Fed Up”
- 2. Overview • Project Background • Creative Strategy • Strategic Approach • Social Media Strategy • Results • Lessons Learned • Where We’re Going From Here • The Future
- 4. Healthy Eating Active Communities • Collaborative approach – Community-Based Organizations – Local School District – Local Public Health Department – Six sites throughout California
- 5. Youth Activism Against Obesity YAAO Two sites in Los Angeles County
- 6. Public Relations vs. Social Media • Our challenge was engaging a teenage audience no longer beholden to traditional media – Traditional PR would not work • These are teens talking to each other, helping each other, and enlightening each other – our goal was to avoid adults telling youth what to do • Social media provided the perfect platform to launch YAOO – A digital-centric advertising campaign created for and by smart, savvy, well-informed teens – The tools and language used are theirs alone
- 7. Becoming a part of the content • This required a drastically different approach • Instead of broadcasting one-way messages at teenagers, YAAO had to engage teens in a conversation. – To be successful, we needed to facilitate a conversation initiated, maintained, and “owned” by youth themselves • This also required a shift in paradigm and philosophy – Accepting that the consumer is in control – Employing humility
- 9. A Compelling Message • Social media campaigns need to tell a story
- 10. Marketing Objective To drive a shift in the students’ consciousness and understanding of food marketing, eating choices, lifestyle habits, and environmental influences.
- 11. Success Model Apathy Education Awakening Personal Change Activism Social Change
- 12. Role of Advertising • Paid media and PR: To “ignite the spark”, generate buzz, and help build a sizeable community of users.
- 13. Role of Advertising Social Media: • To increase participation and involvement in the campaign. – seed and grow conversations on multiple relevant topics (i.e. healthy eating, physical activity, etc.) – drive student ownership of these discussions – provide a hub for greater activism and debate.
- 14. What We Know about the Target • They have a limited grasp of valid nutritional, health and exercise knowledge. • When made aware of corporations’ deceptive marketing/advertising practices, they get angry, but don’t go past that. • They’re generally willing to get behind a cause that they consider worthy. • Advice from adults is not cool (“Say No To Drugs”, “Eat healthy” type of message).
- 15. What We Know about the Target • They show communal, almost “tribal” group behavior. • They would eat less fast food if that made them look more attractive(looking good is important). • They’re digital natives, social networkers, and “natural born texters.” • Some are natural leaders, others are followers; in order to succeed we need to engage both groups.
- 16. Main Challenges • There are many players currently competing for teenagers’ attention • Substantive content generation requires a significant emotional, intellectual, and time investment on the part of the students.
- 17. Our Message Be aware that there are a lot of factors working against you and your community’s health and well-being. You have the power to take responsibility, speak up, raise awareness, organize, and drive real change in your community and beyond.
- 18. the idea
- 19. “Don’t eat everything you’re being fed.”
- 20. the brand
- 23. Student-Guided • CDC Social Marketing Process Steps • 20 Youth leaders at each site (T=40) – Youth participatory model
- 24. Peer-to-Peer Model • Born 1982-2000 • Cause-minded generation • Millennial generation - feel personally responsible for making a difference in the world *2006 Cone Millennial Cause Generation
- 26. “Hub & Spoke” Model
- 27. The “Hub” Ning Social Network
- 28. Ning What is it? • Platform for creating Social Networks • Offers the latest social networking features • Powers the largest number of social networks on the Internet
- 29. The “Spokes” MySpace
- 30. The “Spokes” Facebook
- 31. The “Spokes” Twitter
- 32. The “Spokes” YouTube
- 34. Content Integration • Leveraged technology to “push” content out throughout all spokes seamlessly – Most content is published initially as a blog post on WereFedUp.com – Content is then pushed out automatically via • Twitter feeds • Facebook Group and Page wallposts • MySpace postings • YouTube videos (for video content) • Mobile opt-in SMS messages
- 35. Results
- 36. Quantitative Measures Social Network “Hub” Social Media “Spokes” • 553 members • MySpace: 1,382 • 5,283 unique visitors friends • 3 pages / visit • Twitter: 237 followers • 1:45 min ave time on • Facebook: 236 fans site • YouTube:415 channel view *Since official launch on 9/17/09
- 37. KPI Dashboard
- 38. Qualitative Measures • Pre/Post Surveys – Beliefs – Behavior – Knowledge – Change – Advocacy – Policy
- 39. Current State: Where Are We? • Slow Membership Growth • Low Community Engagement • High Social Media Activity
- 40. Current State: Where Are We? Inactives Spectators Collectors Creators 20% 45% 20% 15% Pre-contemplation Contemplation Preparation Action
- 41. Current State: What Worked? Online Social Ecosystem OK Youth Leaders Nature of Teens Activators X Motivation Youth Leader Type of Content Training Social YAAO Oversight OK OK Ecosystem Sensis Management / Monitoring Youth
- 42. Current State: What Could Work Better? Online Social Ecosystem OK Youth Leaders Incentive Nature of Teens System Activators OK Motivation Youth Leader Type of Content Training Social YAAO Oversight OK OK Ecosystem Sensis Management / Monitoring Youth Incentive System
- 43. Lessons Learned
- 44. truth campaign • Evidenced-based research • National youth-focused anti-tobacco education campaign • Empower teens to make informed decision
- 45. A Complicated Subject / Message Multi-level influences on adolescent health* • Family • School/peers • Community • Society • Culture • Policy *Improving Health of Adolescents and Young Adults, A Guide for States and Communities.
- 46. Turning Youth into Content Creators • Photo-Voice • Video • Stories • Blogging • Telling their stories • Advocacy & Policy
- 47. Content Creation “Wouldn’t it be great if this empty lot was actually a park? Or a teen center? Somewhere the teens in our community could get together? Unfortunately, it just sits there and attracts trash and gang violence. I would love to see this lot turn into a safe place where we could get health education and physical activity at.” -Susana Martinez South Los Angeles Youth Activism Against Obesity
- 48. Evolving Technology Platforms • Even as we were developing the campaign strategy, some of our key technology platforms were changing – Ning launched a new version with key differences in control and features – Facebook started “creeping up” on MySpace even among Teen audience
- 49. Integrating Mobile • Focus groups provided us with a key behavioral insight… mobile / SMS usage was universal and prolific among youth target • Initially, mobile was not part of the core campaign technology strategy
- 50. Guest Bloggers
- 51. Building and managing/engaging a community are two very different things
- 52. Where We’re Going from Here
- 53. Objectives for 2010 Inactives Spectators Collectors Creators 20% 45% 20% 15% Pre-contemplation Contemplation Preparation Action Inactives Spectators Collectors Creators 15% 30% 30% 25% Pre-contemplation Contemplation Preparation Action
- 54. Objectives for 2010 Inactives Spectators Collectors Creators 15% 30% 30% 25% Pre-contemplation Contemplation Preparation Action Total Projected Membership by June 2010: 2,500 Inactives Spectators Collectors Creators 375 750 750 625 Pre-contemplation Contemplation Preparation Action
- 55. Increasing community & engagement • We will increase engagement by activating teen leaders with competition & incentives • We will increase engagement by lowering the barriers to participation • We will increase engagement by providing incentives for new and existing members to participate and contribute
- 56. Teen Leader Plan (points)
- 57. Competition Plan: Prizes Welcoming a new member: 1 Point Signing up a friend: 2 Points A blog post longer than one paragraph: 3 Points Writing a blog post that gets 5 comments: 4 Points Creating a video: 5 points
- 59. Reducing effort to task completion ratio
- 60. Eliciting emotion to create more activism ?
- 61. Providing more concrete tasks to reduce decision paralysis ∞ vs 1
- 62. Incentives – Prizes • Additional layer of “rapid fire” mini-promotions to be deployed once or twice a week with the objective of: – Increasing membership virally • i.e. “Get 3 of your friends to sign up as members and win a prize” – Encouraging participation on the site • i.e. “The best comment on today’s blog post wins today’s prize” • These mini-promotions will be tied to small prizes – Original insight that it is very important for our target to “look good” – Fitness-related prizes
- 63. The Future of “We’re Fed Up”
- 64. Educational games to increase engagement
- 65. Widgets to increase site functionality • “How Fed Up?” Quiz
- 66. Possible Partnerships to increase visibility
- 67. Going National
- 69. Thank You!
- 71. Join “We’re Fed Up” www.werefedup.com • MySpace: www.myspace.com/teamWereFedUp • Facebook: search “WereFedUp” • Twitter: @werefedup • YouTube: www.youtube.com/werefedup • Flickr: www.flickr.com/photos/werefedup • Digg: www.digg.com/users/werefedup
- 72. Contact Us Jose Villa David Caley Email: [email protected] Email: [email protected] Twitter: @jrvilla Blog: www.SensisBureau.com LinkedIn: www.linkedin.com/in/josevilla