University of Alabama Bateman Campaign Team 2012

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Jessica Colburn Leighton Brown Carolyn Dawson Jessica Wiger

Teri Henley, APR, Faculty Adviser Dave Rickey, APR, Professional Adviser

Table of Contents
Executive Summary

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Situation Analysis

Primary Research

Key Publics

Campaign Summary

Objectives, Strategies & Tactics

Conclusion

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Executive Summary

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Being from a region and culture where good ole southern food is a way of life, and if youre cookin something it better be fried, UA Bateman was presented with an interesting problem. How was a group of four girls going to influence the lives of people, specifically children, in Tuscaloosa, Ala. to make a change and do it in only one month? With strategic planning, UA Bateman implemented an effective, positive and empowering campaign that was replicable within its community. The Its your move! campaign was created to promote a healthier, more active Tuscaloosa community through targeting its younger generation of children, ages 5-12. The campaign was interactive, educational and fun for the children and achieved objectives to increase awareness, communicate the message of healthy choices and activate intention of making those choices by Feb. 29, 2012.

Situation Analysis
The Problem of Childhood Obesity

17.9 %

One in every three children ages 2-19 is overweight or obese in the U.S. As the second most obese state, Alabama presented a unique opportunity to implement a childhood obesity campaign. Alabamas combined obesity and overweight rate is 68.7 percent of its population. Incredibly, 17.9 percent of children in Alabama are considered obese.

The epidemic of childhood obesity is a national crisis that costs the U.S. nearly $150 billion per year and 112,000 deaths per year. The Healthy, Hunger-Free Kids Act of 2010 works closely with the USDA to regulate foods sold in schools and is used as a resource to assist communities in providing and promoting healthy lifestyle choices. The Healthy, Hunger-Free Kids Act of 2010 strategically allows for nutrition programs to be reinstalled for five years and provides funding of $4.5 billion for more than 10 years. Additionally, the Alabama Department of Education mandates that every elementary and middle school student must receive a minimum of 30 minutes of physical education per day. Currently, the department is re-evaluating its physical education programs within its schools to develop a mandatory physical fitness test that must be reported to the state each year.
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Situation Analysis
Past and Current Campaigns

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There are multiple childhood obesity campaigns targeted at solving this epidemic; however, not every campaign is a success. Strong4Life is Georgias childhood obesity campaign that has caused much controversy over the past couple of months. The strategy was to advertise the negative effects of obesity and deliver awareness of the childhood obesity epidemic, but failed with its stereotypical advertisements: Warning. Its hard to be a little girl if youre not. Fat prevention begins at home. And the buffet line. 75% of Georgia parents with overweight children dont recognize the problem. Stop sugarcoating it, Georgia. Walt Disney World and Blue Cross and Blue Shield recently attempted to open an Epcot exhibit, Habit Heroes, directed toward childhood obesity. The exhibit received extreme criticism with its negative stereotype of obese children and their habits. It closed shortly after the opening in February 2012 and will re-open after further improving and refining the experience. Campaigns such as First Lady Michelle Obamas Lets Move! that focus on more positive tactics, however, are more effective in instilling change within its target audiences. One example of a successful campaign, Coordinated Approach To Child Health (CATCH), aims to reduce obesity rates in children by reinforcing schools, families and communities involvement in educating children on strategies to stay healthy. CATCH recently did a study that demonstrated its significant reductions in overweight and obese children in Travis County, Texas. Additionally, Alliance For A Healthier Generation supports more than 14,000 schools as being an important anti-obesity resource. It provides accessible information for businesses, communities, doctors, families and schools to positively educate children about obesity. The school programs have made 80% of measurable progress toward healthier policies and programs.

Current State Programs

To further target its key publics, UA Bateman researched current Alabama initiatives on childhood obesity, including successful campaigns such as Action for Healthy Kids, Healthy Eating Active Living (HEAL), Supplemental Nutrition Assistance Program Education (SNAP-Ed) and The Alabama State Obesity Task Force. The Alabama Department of Public Healths nonprofit initiative, Action for Healthy Kids, fights against childhood obesity and undernourishment. It is implemented within schools to improve nutrition and physical activity and to educate children to lead a healthy life.

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Situation Analysis

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HEAL is focused on empowering children to face the epidemic of obesity and other health problems. HEAL is a physical education wellness program implemented in local elementary schools. SNAP-Ed contributes to food assistance recipients, children receiving a reduced priced meal and Women, Infants and Children programs. Its goal is to improve the participants healthy lifestyle choices within a budget. The Alabama State Obesity Task Force formed as a way to create a uniformed plan to reduce obesity. The task force impacts advocacy, policies, environmental changes and programs that advocate healthy lifestyle changes within the state of Alabama. As part of UA Batemans research, team member Carolyn Dawson attended this years annual conference.

Changing Behavior
Experts agree that long-lasting behavioral change is most effective when its self-motivated and rooted in positive thinking. The Economic and Social Research Council, a British research group, released findings in 2006 on 129 different studies of behavior change strategies. The council confirmed that the least effective strategies were those that aroused fear or regret in the person attempting to make a change. According to Jean Piaget, these behavioral changes are formed best during childrens school-age period of development. Children ages 6 to 11 have moved from concrete thinking to a more reflective thinking style. They are able to take into account multiple aspects of a situation, including their ability to focus on present, past and future events. Ross Anderson, author of Obesity: Etiology, Assessment, Treatment and Prevention, compared obesity interventions aimed at children and adults and concluded that the ideal developmental audience is childhood because this is when children are most sensitive and receptive to stimulating long-term life changes. With the drive of self-motivation, the children present more manageable physical activity and dietary habits than obese adolescents and adults. Children have less ingrained habits and are therefore more malleable. In Chip and Dan Heaths book Switch: How to Change Things When Change is Hard, the authors warn, If you want people to change, you dont ask them to act healthier. They advise that, to initiate behavioral change, one must target the audiences emotion and logic. A campaign must drive the person to make a change, but also provide a simple and strategic message of change. In other words, give a concrete, obtainable way to make a change.

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Primary Research
Expert In-Depth Interviews

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The UA Bateman conducted an interview with its client, United Way of West Alabama, and several in-depth interviews with leading childhood obesity professionals from Childrens Hospital of Alabama: Dr. Stephenie Wallace, M.D., M.S.P.H., Dr. Bonnie Spear, Ph.D., R.D., L.D., Dr. Marsha Sturdevant, M.D., Dr. Nefertiti Durant, M.D., M.P.H. and Amanda Philips, R.P.T.

Experts advised to create a campaign that focused on both nutrition and exercise because of their equal importance within childrens health. They also suggested to focus on one age group to produce a more effective anti-obesity campaign. Experts additionally advised to discuss with the children screen time and how to substitute more exercise-based activities in its place. Amanda Philips, R.P.T. warned of the negative affects of anti-obesity campaigns and to make sure to avoid them. Philips further encouraged UA Bateman to develop a program that positively affected the children emotionally as well as physically.

Client In-Depth Interview

The United Way of West Alabama gave advice on where the campaign should be implemented and discussed with UA Bateman its goal for the campaign. United Way of West Alabama hopes the campaign shows the West Alabama community we are more than a fundraiser, said Rusty Smith, vice president and director of resource development & public relations. Smith reiterated that United Way of West Alabama wants to give back to its community through UA Batemans endeavors. We hope the campaign makes the West Alabama community more aware of choices they have to live a more healthful lifestyle, said Smith. Many in our community do not make the most healthful choices since they do not know any better. Traditionally, the United Way of West Alabama has been seen as only a fundraising organization, but with a new director coming in March 2012, Its your move! posed a great opportunity for it to explore new intiatives and test a program for replicability. It was hoped that if the UA Bateman campaign was successful across a number of United Way agencies in Tuscaloosa, it could provide a template for addressing childhood obesity on a broader scale within the community.
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Key Publics
Primary Target Audience

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UA Bateman chose as its primary target audience children ages 5-12 because according to research, obesity prevention programs should focus on pre-pubescent children as their target because they have a greater chance of delayed puberty onset and are the perfect storm if they become obese. One study showed that programs aimed at reducing obesity in young children work better than those aimed at adolescents. In a survey conducted by the YMCA of the U.S., 74 percent of children between the ages of 5 and 10 do not get enough exercise on a daily basis. Additional research showed that children who spend time on their own may be less likely to exercise or choose healthy foods and be more likely to spend time inside watching television or on the computer. UA Bateman chose after school caregivers because of their influence on childrens decisions between having school and going home. In 2009, Afterschool Alliance reported more than 15 million school-age children in the U.S. are on their own after school and that the peak hours for juveniles to make poor health decisions are between the hours of 3 and 6 p.m. This reiterates UA Batemans choice to focus on after school caregivers, instead of primarily parents for this campaign. According to the Centers for Disease Control and Prevention, after school programs are more likely to be effective in improving student health behaviors when they teach skills needed to adopt healthy behaviors, provide ample opportunities to practice those skills and focus on helping students overcome barriers to adopting behaviors. Additionally, no program is sustainable without the broader support of a community, so UA Bateman also chose parents, the citizens of Tuscaloosa and The University of Alabama community.

Secondary Target Audiences

Campaign Summary

The UA Bateman strategically planned an effective campaign that was implemented within after school programs. Targeting children ages 5 to 12, the team worked to come up with a fun, empowering and interactive campaign that would impact their lives in a positive way. The focused time frame of 3 and 5 p.m. was designed to highlight the time period when children are in their most independent state and have the freedom to make healthy lifestyle choices on their own. By running the program in a number of different types of United Way programs, the campaign would test its ability to be 11 12 1 2 10 replicable. 3
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Objectives, Strategies & Tactics

Strategy 1: Create a kick-off event at a United Way agency to promote awareness of the issue of childhood obesity.
A presentation provided the children with the initial information that taught them about the basics of obesity, physical activity, nutrition and after school activities. The children were asked to demonstrate physical activity examples and answer questions about what they thought about each topic.

Objective 1: Reach at least 200 children between the ages of 5-12 in Tuscaloosa, Ala., with the message of healthy choices by February 29, 2012.
Message: The focus of the campaign is to make a difference in childrens choices between the hours of 3 and 5 p.m. Empowerment is the key to change and this period of time is the only section of the day many of these children make such crucial health choices on their own. Whether at home or in an after school program, these children can change their lives, one choice at a time.

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I learned that you need to drink, eight to ten glasses of water a day, Kira,10-year-old at YMCA kick-off event

Tactic 1: Plan and execute an informational and interactive presentation about the issue of childhood obesity.

I learned that you have to get 60 minutes of physical activity a day, Robert, 6-year-old at YMCA kick-off event

Tactic 2: Plan and execute an obstacle course that promotes active and nutritional lifestyle choices.

Children were asked questions that utilized their self-motivation to apply what they learned through the presentation while working their way through an obstacle course. The children could move forward with the right answer, but were delayed with an incorrect answer. I learned that there are many different ways to be active while watching TV, Breyanna, 8-year-old at YMCA kick-off event

It is important to stay healthy so that you get energy and stay positive, Steven, 9-year-old at YMCA kick-off event
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Objectives, Strategies & Tactics

By offering the children a variety of positive and successful outcomes to living healthier, the children were further educated and empowered to lead a healthy life by interacting with the local celebrities such as, Tuscaloosa Station One Fire Department, a UA policeman, UA athletes, Epiphanys executive chef, a WVUA anchor and cameraman and the Alabama Lunabotics team (an engineering team with a competitive robot). Its your move! looked appealing to me. It sounded like something Id like to be part of. I think the program was great. I had a lot of fun interacting with the kids, Sam Kearns, UA football player

Tactic 3: Recruit community celebrities to promote the importance of making healthy lifestyle choices to obtain future dreams. Strategy 2: Utilize various United Way agency after school programs to communicate the message of healthy choices. Tactic 1: Plan and execute an informational and interactive presentation about the issue of childhood obesity. Tactic 2: Plan and execute an obstacle course that promotes active and nutritional lifestyle choices. Strategy 3: Communicate the key message to the children through materials distributed at after school programs. Tactic 1: Create and distribute posters to directors to display at the after school programs.The posters will not only promote the event but also generate buzz within the programs about the epidemic of childhood obesity.
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The best part was meeting the athletes. I walked around the room, talked to the athletes and found out how it feels to do sports, Chaydon, 9-year-old at YMCA kick-off event

Posters creatively displayed the initiative with the logo and information about the event. Upon reading the posters, the community could see the details of the campaign and create buzz for the upcoming event.

Its changed our mindsets a bit to get away from whats quick and easy and think about whats good for them, Barrett Blair, Youth and Family Director for YMCA Tuscaloosa

Helping kids make healthy choices for a healthy life!

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Who: University of Alabama PRSSA Bateman Campaign Team What: A fun, interactive and exciting obstacle course! Downtown Where: 2405 Paul WTuscaloosa YMCA Bryant Drive, Tuscaloosa AL 35401 When: February 8, 2:30-5:30 p.m promote and engage children about the importance Why: Tomaking healthy choices and living a healthy life! of
Also, there will be some special appearances from some local celebrities, and UA Crimson Tide Athletes!

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Objectives, Strategies & Tactics

Message: The community can help reinforce the choices children make by providing awareness and support. Strategy 1: Its your move! gained 102 followers, 63 mentions and 141 re-tweets. A combined social media Utilize local mass media networks to generate impression of 32,911 people was generated from the audiences reached through Twitter re-tweets and mentions buzz about the issue of childhood obesity. and 153,899 impressions through local media including The Tuscaloosa News, The Crimson White and WVUA-TV in Tuscaloosa. Tactic 1: I justed wanted to thank you all for the Its your move! Gain promotion through local television networks. Tactic 2: Gain promotion through local newspapers. Strategy 2: Utilize social media resources to generate buzz about the issue of childhood obesity. Tactic 1: Engage conversation through use of Twitter. Tactic 2: Engage conversation through use of a Wordpress blog. Tactic 3: Engage conversation through use of Pinterest. Strategy 3: Utilize after school program resources to generate buzz about the issue of childhood obesity. Tactic 1: Design and distribute take-home fliers and materials for children to give to their parents/ guardians to be used as tools for adjusting their families lifestyles. Tactic 2: Create and distribute posters about the event to be displayed on after school programs local announcements boards.
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Objective 2: Communicate the message of healthy choices to 5,000 residents of the Tuscaloosa community by February 29, 2012.

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campaign. In my 20 years in the media we are often called upon to focus on news items that are not the most encouraging. Its your move! was a win for our viewers as well as the entire Tuscaloosa community. Thanks again for making this happen for our community! David Lamb, Host/Daytime Alabama & Tuscaloosa Living

Its your move! posted about ways to get children moving and eating healthier, and gave tips for parents
on how to get children more involved in their health. Posts were made between the hours of 3 and 5 p.m. and related directly to childhood obesity and/or healthy ways to enjoy events happening in the city of Tuscaloosa (a rainy day post, a Superbowl post, etc.).

Helping children make healthy choices for a healthy life.

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EASY and FUN ways for kids to stay physically active: Run like an animal Wheel barrel races Jumping Jacks

Walk like a bear Hop like a kangaroo

Potato sack races

Bike rides Hopscotch Fly a kite Tag Swim

Roller blade Touch football Walk the dog Skateboard

Stretch like a cat Frog leap Take a family walk

EASY and YUMMY after-school snacks for the children to stay healthy: Ants on a Log: Spread celery sicks with peanut butter and top with raisins. Monkey in the Middle: Peel a banana and dip it in yogurt. Squirrel Mix: Mix together cereal, dried fruit, nuts, and chocolate Quit Horsing Around: Spread peanut butter on apple slices Mouse Quesadilla: Put grated cheese over a tortilla; fold in half and microwave for twenty seconds.

Objectives, Strategies & Tactics

ITS YOUR MOVE, SO LETS TAKE A PLEDGE TOGETHER TO MAKE IT YOUR MOVE!

Objective 3: Activate the intention of making healthy choices with 75 percent of children ages 5-12 attending in Its your move! event in Tuscaloosa, Ala., by February 29, 2012.
Message: Besides educating the children of the opportunities they have to change their lifestyle, the goal is to make these choices attainable and easily applicable. We understand the difficulty in changing a persons lifestyle and have focused making the steps as realistic as possible. Strategy 1:

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Yes, I told my mom and showed her the bracelet and she said it was a good thing to learn and to get movement, Shelby, 10-year-old at Cottondale Elementary event

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__________________________________ Childrens Signature _________________________________ Parent/Gaurdians Signature

These materials served as reminders of the decisions the children made at the Its your move! events and encouraged them to keep their pledge. I, , understand that ITS MY MOVE.
ITS YOUR MOVE, SO LETS TAKE A PLEDGE TOGETHER TO MAKE IT YOUR MOVE!
To make it MY MOVE, I am going to be more active and eat healthy snacks between 3 and 5 p.m. There are so many fun activities to choose from instead of watching television and so many YUMMY after school snacks to choose from. The best part is that ITS MY MOVE to become healither.

I went to Cottondale to volunteer and one of my kids showed me the banner in the cafeteria. One of my second graders told me all about moving more and eating healthier. And then I came here and saw that yall were working with these girls and I thought, Theyre everywhere! Thats awesome! Shayla Terry, UA student and Girl Scout volunteer

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________________________________ Childrens Signature ____________________________________ Parent/Gaurdians Signature

During Its your move!s implementation, 100 percent of the children pledged to make it their move between 3 and 5 p.m. UA Bateman had the 336 children sign the banner and pledge cards, which visualized their intention of making healthy choices.

Im going to exercise for an hour a day, drink more water and eat healthier. And Ill do lots of sports to help me, Kayla, 10-year-old at Girl Scouts event

I,

, understand that ITS MY MOVE.

To make it MY MOVE, I am going to be more active and eat healthy snacks between 3 and 5 p.m. There are so many fun activities to choose from instead of watching television and so many YUMMY after school snacks to choose from. The best part is that ITS MY MOVE to become healither.

Distribute tangible incentives from the information provided in the campaign and promote the choice to lead a healthier lifestyle. Tactic 1: Create and lead the children in signing pledge cards to focus on making healthy choices. Tactic 2: Create and distribute activity sheets for children that lead them in tips for making healthier choices within their lives. Tactic 3: Create and distribute to the children rubber awareness wristbands with the slogan embossed on them. Tactic 4: Create and lead the children in signing a commemorative banner for the after school program to display after the event.

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Conclusion
Its your move!s message reached 336 children in Tuscaloosa, Ala.

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Objective 1: Reach at least 200 children between the ages of 5-12 in Tuscaloosa, Ala., with the message of healthy choices by February 29, 2012 - Exceeded! Objective 2: Communicate the message of healthy choices to 5,000 residents of the Tuscaloosa community by February 29, 2012 - Exceeded! Its your move! generated 153,899 impressions in Tuscaloosa with a total of 186,810 impressions overall and a combined publicity value of $4,770.80 in mass media coverage. Objective 3: Activate the intention of making healthy choices with 75 percent of children ages 5-12 in Tuscaloosa, Ala., by February 29, 2012 - Exceeded!

Its your move! successfully activated the intention of making healthy choices in 100 percent of the children
reached.
Through creative and strategic planning, UA Bateman profoundly impacted its community by reaching a total of 336 children within the Tuscaloosa area. The campaign was effective, positive and empowering within the Tuscaloosa area. With positive feedback from evaluation, organizations within the city and administrators from The University of Alabama, it is clear Its your move! left a strong and positive impression on the city of Tuscaloosa. Futhermore, the campaign is also replicable, evidenced by successfully implementing it in six different locations. Additionally, the team was contacted by Loo Whitfield, Director of Adopt-A-School and Education Development for the Chamber of Commercie in West Alabama, interested in exploring opportunities for future Its your move! program expansion. By interacting with the children in a positive way, Its your move! was able to encourage children, parents, afterschool directors and the Tuscaloosa community in general that being healthy is vital in todays society. Its your move! set the bar and empowered its community to live a healthier and more active life.
YMCA kick-off event

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Appendix

Table of Contents/Appendix
Budget Timeline

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13 15 19 23 39 51 57 71 74 79

Tactics

Media

Social Media Correspondence Photos

Research

Reference Thank you

Budget

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Budget

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80.10%

In-Kind Donation

19.90%

UA Bateman Team Expense

In-Kind Donations Total: $990.93

APR Department: Clipboards Donation SEC: Lanyards Donation Tri Delta Fraternity: Printing Donation Tri Delta Fraternity: Butcher Paper Donation Ted R. Brown, Attorney at Law: Wristband Donation APR Department: Sharpie Donation Drake Printers: Printing Donation APR Department: Cardstock Donation $12.00 $21.00 $73.03 $59.00 $335.96 $9.00 $474.30 $6.64

UA Bateman Expenses Total: $246.15

Food for Recipe Photo Shoot Printing for Thank You Cards Paint Supplies Thank You Card Envelopes Printing Plansbook $39.65 $9.00 $79.01 $14.49 $104.00

Timeline

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Timeline
2011
October 11 First UA Bateman meeting

2012
January 22 Began designing take-home materials, etc. January 29 News release & media kit finalized logo January 31 February 3 Social media Met with Drakes preparation/ Printing Volunteer training event

November 29 Needs assessment finalized

January 11 Research finalized

November 18 First draft of situation analysis due

December 5 Situation analysis finalized

January 28 January 20 Created social media Met with Mr. Rickey strategy & presented

January 30 Announced at PRSSA about volunteer opportunity News release and media kit finalized

February 1 al.com article/ Created social media accounts

February 4 Finalized details for kick-off event

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February 5 Bateman photo shoot for blog

February 7 Printing delivered

February 10 Holt Elementary outreach

February 15 Boys and Girls Club outreach

February 24 Girl Scouts: Faucett-Vestavia outreach

* The red figures represent one

in three children in the U.S. who are obese or overweight.

February 6 WVUAs First at Four segment

February 8 Kick-off event

February 13 Cottondale Elementary outreach

February 21 Girl Scouts: Maxwell outreach

February 29 Closing event Take down social media

Responsibilties

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Teri Henley, APR

UA Bateman Faculty Adviser

Jessica Colburn
Bateman Coordinator and Plans Book Editor

Leighton Brown
Media Coordinator and Design Editor

Carolyn Dawson
Child Educator and Research Editor

Jessica Wiger
Pledge Station Coordinator and Celebrity Liason

Tactics

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Tactics
Wristbands
UA Bateman distributed wristbands with the campaign slogan, Its your move! to each of the children. The goal was for the children to continue wearing them after the event to generate conversation among their peers about staying active and making healthy choices and remind the students of the pledge.

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Pledge Cards
Pledge cards were created for each of the children to sign as a promise towards a healthier lifestyle. These cards were created with a place for their own signature, as well as the signature of their guardian. The purpose of the pledge card is accountability, while also reminded the children of what they learned and pledged to do.

ITS YOUR MOVE, SO LETS TAKE A PLEDGE TOGETHER TO MAKE IT YOUR MOVE!

I,

, understand that ITS MY MOVE.

To make it MY MOVE, I am going to be more active and eat healthy snacks between 3 and 5 p.m. There are so many fun activities to choose from instead of watching television and so many YUMMY after school snacks to choose from. The best part is that ITS MY MOVE to become healither.

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__________________________________ Childrens Signature _________________________________ Parent/Gaurdians Signature

ITS YOUR MOVE, SO LETS TAKE A PLEDGE TOGETHER TO MAKE IT YOUR MOVE!

I,

, understand that ITS MY MOVE.

This or That Activity & Word Search

These items were designed to engage the children in a fun activity while also helping them learn. The word search was produced to aid the recognition and awareness of important health terms. The This or That worksheet tested their knowledge of making the best choice while at the same time providing an enjoyable coloring activity.

Tactics

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Color which picture you think is healthiest!

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H P C i S

YOGURT

Active Move

Fruit Future

Healthy Exercise

Breakfast Vegetables

After-School Water

Tactics
Evaluation Forms
UA Bateman created evaluation forms to be used during the obstacle course segment of the Its your move! events. The form featured a demographic section that included a question about their ethnicity, age, sex and school they attend. The other section featured an area to record the childrens answers to various healthrelated questions that UA Bateman would later evaluate.
Alberta Elementary Arcadia Elementary Central Elementary Northington Elementary Oakdale Elementary Rock Quarry Elementary Skyland Elementary Southview Elementary Martin Luther King, Jr Elementary Question One Tuscaloosa Magnet Elementary University Place Elementary Verner Elementary Woodland Forrest Elementary Eastwood Middle School Rock Quarry Middle School Southview Middle School Tuscaloosa Magnet Middle School University Place Middle School Westlawn Middle School

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Race

Gender
Male Female

White Black Hispanic Asian Other:

Age
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Question Two

Question Three

Question One

Question Two

Question Three

Question One

Question Two

Question Three

Banner

A large banner was created for the children to sign at each event as a public display of their pledges towards a healthier lifestyle. UA Bateman left the banner hanging at each event to visually signify the promise each of the children made. The banner was made from large butcher paper and had a painted Its your move! logo in the middle.

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Media

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Media
WVUA

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UA Bateman representative Leighton Brown was featured on WVUAs afternoon show First at Four, on February 6. She explained UA Batemans main kick-off event at the Tuscaloosa YMCA to jump-start its campaign implementation.

Media
First at Four

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First at Four reached residents of Tuscaloosa, informing them of UA Batemans message about the importance of children being active. In addition to the coverage, Its Your move!s kick-off event time and location was featured at the end of the second segment. Reach: 135 Publicity Value: $1,290

Media
WVUA

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In addition to the First at Four feature, WVUA also came to UA Batemans kick-off event and provided both UA Bateman and the YMCA great media coverage.

Media
Kick-off Event Coverage

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Reach: 2,612 Publicity Value: $1,185

Media
al.com

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Its your move! was featured on al.com on

February 1, 2012. This helped drive awareness of the campaign and the upcoming events.

Media
Tuscaloosa News

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Its your move! was

featured in The Tuscaloosa News.The article assisted the UA Bateman team in reaching its secondary audience. Reach: 31,000 Publicity Value: $1,251

Media
The Crimson White

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The Crimson White (CW) is The University of Alabamas student-run newspaper. The CW produces newspapers daily about various topics within the Tuscaloosa community. With the CWs strong reputation on campus and in the community of Tuscaloosa, UA Bateman was honored to be featured on the cover of its paper. It was also posted to the online version of The Crimson White. This initiative helped inform students, community residents and local businesses of the Its your move! campaign. Reach: 24,552 Publicity Value: $1,044

Media

UA Media Relations

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Its your move! was featured on UAs College of Communication and Information
Sciences home page and in the UA News report. This spotlight was targeted towards UA faculty, staff, students and administrators.

Media

UA Media Relations

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Media
The Odyssey

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The UA Bateman team was featured twice in the Alabama issue of The Odyssey. The Odyssey is a student-run paper that reaches the greek community.

Media
The Odyssey

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This media placement served as an important way to generate a buzz within the greek community about the Its your move! campaign. Furthermore, it advertised ways to get involved with the UA Batemans campaign as a volunteer. Reach: 7,221

Media
PreventObesity.net

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PreventObesity.net supports individuals working to change policies and environments to help children and families eat well and move more, especially in communities at highest risk for obesity. The Robert Wood Johnson Foundation (RWJF) launched PreventObesity.net to harness the power of online networks to reverse the childhood obesity epidemic.

Media
PreventObesity.net

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Its your move!s feature in the PreventObesity.net newsletter garnered 85,767 impressions
and evidenced the credibility of the UA Bateman teams campaign.

Media
PreventObesity.net

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Media Impressions/Publicity Value

Amount of people reached per coverage

135

24,552

2,612

7,221

Publicity value of mass market media $1,044.00 CW $1,251.80 TN WVUA $2,475.00

85,767

$4,770.80 Total Impressions

2,612

31,000

153,899

WVUA News at 10 p.m. actual clip The Odessey WVUA News at 10 p.m. preview clip

The Crimson White The Tuscaloosa News PreventObesity.net

WVUA News at 4 p.m. actual clip

Social Media

39

Social Media

Twitter: Selected Posts

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Its your move! created a Twitter account to reach its secondary

audiences. UA Bateman tweeted about upcoming events to attract volunteers and create buzz, posted blog links from Its your move!s Wordpress and drove awareness in the Tuscaloosa community about childhood obesity. The Twitter account generated 32,911 impressions made through the 159 tweets UA Bateman tweeted. From these tweets, Its your move! was re-tweeted 141 times, mentioned 63 times and garnered 102 followers.

Social Media

Twitter: Selected Posts

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Social Media
Twitter: Selected Mentions

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Its your move! also saw participation within the

UA student body through mentions on Twitter.

Social Media

Twitter: Selected Mentions

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Through use of Twitter, Its your move! reached out to UA students to find volunteers for its seven outreach events.

Its your move! saw great feedback from

after school directors, volunteers and participants. Nicoles tweet is an example of the feedback it received through Twitter.

The campaign was additionally mentioned by media and community collaborators like Elizabeth from PreventObesity.net, al.com and Alabama Lunabotics.

Twitter Impressions
200

150

32,911
Impressions made through re-tweets and mentions

100

50

0
Tweets Followers Re-tweets Mentions

Social Media
Wordpress: Selected Posts

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Its your move! created a Wordpress blog to drive

awareness within the Tuscaloosa community by providing a resource with information and tips about the issue of childhood obesity. Topics ranged from simple recipes to expert advice. The Its your move! blog was featured through the Twitter account and demonstrated to the secondary audiences the steps to take in reaching a healthier life.

Social Media
Wordpress: Selected Posts

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Social Media
Wordpress: Selected Posts

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Its your move! reached out to two nutritionists to help

generate conent for UA Batemans blog. By providing these blog posts, the nutritionists serviced as expert resources for our secondary audience in the Tuscaloosa community.

Social Media
Pinterest

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Pinterest is a reflection of our societys need to create and distribute quick and effective information today. According to al.com, Alabama citizens are using Pinterest at a rate more than two times higher than people in the United States as a whole. UA Bateman created four boards on its Pinterest account designed to attract viewers in a creative way. Four Boards: snack3to5: Gave examples of healthy meals families can cook move3to5: Gave creative workout ideas for adults and families adults3to5: Gave parents/guardians creative ideas for family involvement inspiration3to5: Gave motivational tips and inspiration to live a healthier life

Social Media
Pinterest

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Correspondence

51

Correspondence
David Lamb, Host/Daytime Alabama & Tuscaloosa Living

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Mr. Lambs support was important in showing the reach of Its your move! and its impression left on the community.

Correspondence

Loo Whitfield, Director, Adopt-A-School and Education Development Chamber of Commerce of West Alabama

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Ms. Whitfields letter of support and interest in Its your move! was important in showing the replicability and impression of the campaign in the Tuscaloosa community.

Correspondence
Rusty Smith, Vice President,Director of Resource Development & Public Relations United Way of West Alabama

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Rusty Smith was a cruical contact for UA Bateman as the team had to ensure that each objective was aligned with United Way of West Alabamas values and expectations.

Correspondence
Walt Larisey, CEO YMCA of Tuscaloosa County, Ala.

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Walt Larisey was another vital contact for Its your move! as the CEO of the location where UA Batemans kick-off and closing events were held.

Photos

57

YMCA Kick-Off Event February 8

Boys and Girls Club February 15

Girl Scouts: Maxwell Troop February 21

Girl Scouts: Faucett-Vestavia Troop February 24

YMCA Closing Event February 29

Photos
The following events were highlighted in the photos section: YMCA Kick-off Boys and Girls Club Girl Scouts: Maxwell Troop Girl Scouts: Faucett-Vestavia Troop YMCA Closing

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Photos were taken at Tuscaloosa One Place after school programs held at: Cottondale Elementary Holt Elementary but were not included due to the restrictions by those organizations on releasing photos to be published as they considered UA Bateman competition book to be third party use.

Research

71

Research
Overall Evaluation Forms

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Its your move! calculated the total percentage correct from each question on the evaluation forms. The percentages were then added to configure the total percentage correct for each correct from each question asked in the obstacle course on the Its your move! calculated the total percentageevent. This allowed UA Bateman team to complie which event was able to answer questions The percentages were then added to evaluation forms.correctly after listening to the presentation. configure the total percentage correct for each event. This allowed

UA Bateman to compile evaluation on answers to questions after listening to the presentation.

Research
Ethnicity Spreadsheet

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Its your move! concluded the ethnicities reached through the obstacle course evaluation forms. This evaluation determined the overall ethnicities that participated from each event.

Its your move! concluded the ethnicities reached through the obstacle course evaluation forms.This
evaluation determined the overall ethnicities of children participating from each event.

Reference
Alabama Department of Public Health, (n.d.). School nutrition. Retrieved from website: http://adph.org/NUTRITION/Default.asp?id=824 Alabama Department of Public Health, (n.d.). What is obesity? Retrieved from website: http://www.adph.org/obesity/Default.asp?id=1994

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Afterschool Alliance. Afterschool programs. (2011). Retrieved from http://www.afterschoolalliance.org/documents/factsResearch/2011_Outcomes.pdf Alabama Department of Public Health, (2005). Strategic plan for the prevention and control of overweight and obesity in Alabama. Retrieved from website: http://adph.org/obesity/assets/ObesityPlan.pdf

Alabama: State laws addressing childhood obesity, 2011. (2011). Retrieved from http://www.statehealthfacts.org/profileind.jsp?ind=52&cat=2&rgn=2 Andersen, R. (2003). Obesity: Etiology, assessment, treatment, and prevention. (p. 158). Champaign, IL: Human Kinetics Publishers, Inc. Retrieved from http://books.google.com/books?id=zT8sFgBepAMC&pg=PA158&lpg=PA158&dq=children are more malleable than adults&source=bl&ots=m50JWd NQKb&sig=7VRsW0VlY4jtbGSA_J93rRhUK00&hl=en&sa=X&ei=WdxWT72WO47AtgeYsYnjCA&ved=0CCcQ6AEwAA Atlanta Daily World. (2010). Fight againt obesity. All About Developmental Diabetes, Retrieved from http://aaddpolitical.blogspot.com/2010/02/fight-against -obesity.html Barnes, M. White House Task Force on Childhood Obesity Report to the President, (2010). Solving the problem of childhood obesity within a generation. Retrieved from website: http://www.letsmove.gov/sites/letsmove.gov/files/TaskForce_on_Childhood_Obesity_May2010_FullReport.pdf Basics about childhood obesity. (2011, April 26). Retrieved from http://www.cdc.gov/obesity/childhood/basics.html Before and after school programs. (2012). Retrieved from http://www.healthiergeneration.org/schools.aspx?id=3386 Bellows, L., & Roach, J. (2011). Childhood overweight. Unpublished raw data, Colorado State University, Fort Collins, CO. Retrieved from http://www.ext. colostate.edu/pubs/foodnut/09317.html Big Brothers Big Sisters. (2011). Retrieved from http://www.bbbswestal.org/ Boys and Girls Club of West Alabama. (2012). Retrieved from http://www.bgcwestal.com/ Boy Scouts of America. (2012). Retrieved from http://www.bwc-bsa.org/openrosters/view_homepage.asp?orgkey=2295 Brown, C. B. Alabama Department of Education, (2012). Classroom improvements faqs. Retrieved from website: http://www.alsde.edu/html/sections/faqs.as p?footer=sections&section=54&sort=1

Reference

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Brown, H. (2012, January 19). Anti-obesity campaigns should focus less on weight, more on health and compassion. Syracuse.com. Retrieved from http:// blog.syracuse.com/opinion/2012/01/anti-obesity_campaigns_should.html Brown, W. O., Frates, S. B., Rudge, I. S., & Tradewell, R. L. (2002, September). The cost and benefits of after school programs. Retrieved from http://www. claremontmckenna.edu Bruso, J. (2010). Parental Influence on Obesity in Chidren. Livestrong, Retrieved from http://www.livestrong.com/article/295960-parental-influence-onobesity-in-children/ Burgeson, C. R. (2004). Physical educations critical role in educating the whole child and reducing childhood obesity. The State Education Standard. Retrieved from http://www.aahperd.org/naspe/publications/teachingTools/upload/EducatingtheWholeChild_NASBE.pdf Catch-coordinated aproach to child health. (n.d.). Retrieved from http://catchinfo.org/ DeNoon, D. J. (2003). Dark chocolate is healthy. WebMD Health News, Retrieved from http://www.webmd.com/diet/news/20030827/dark-chocolate-is -healthy-chocolate Dietz, W. H., Lee, S. M., McKenna, M. L., & Wechsler, H. The National Association of State Boards of Edcuation, (2004). The Role of Schools in Preventing Childhood Obesity. Retrieved from website: http://www.cdc.gov/healthyouth/physical Durlak, J. A., & Weissberg, R. P. (2007). The impact of after-school programs that promote personal and social skills. Chicago, IL: Collaborative for Academic, Social, and Emotional Learning. Retrieved from http://www.casel.org. Family counseling service. (2011). Retrieved from http://www.counselingservice.org/ Freedhoff, Y. (2012, February 23). Disneys horrifying new interactive childhood obesity exhibit at epcot. Retrieved from http://www.weightymatters. ca/2012/02/disneys-horrifying-new-interactive.html Gavin, M.L., MD. (2009, February). Be a fit kid. Retrieved from http://kidshealth.org/kid/stay_healthy/body/fit_kid.html Girl scouts of North Central Alabama. (2010). Retrieved from http://girlscoutsnca.org/ Gov. Robert Bentley & cabinet members form Scale Back Alabama team. (n.d.). Retrieved from http://www.scalebackalabama.com/ Graff, A. (2012, January 4). Georgia childhood obesity campaign stirs up controversy. San Francisco Chronicle. Retrieved from http://blog.sfgate.com/sf moms/2012/01/04/georgia-childhood-obesity-campagin-stirs-up-controversy/

Reference
Heath, C., & Heath, D. (2010). Switch: How to change things when change is hard. New York, NY: Broadway Books. Heath, P. (2009). Parent-child relations context, research and application. (2nd ed., pp. 4-344). Upper Saddle River: Pearson Education.

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Harvard Womens Health Watch. (2012). Why its hard to change unhealthy behavior and why you should keep trying. Harvard Health Publications, Retrieved from http://www.health.harvard.edu/newsweek/Why-its-hard-to-change-unhealthy-behavior.htm

Hendrick, B. (2011). Most young kids dont get enough exercise. WebMD Health News, Retrieved from http://children.webmd.com/news/20110414/most -young-kids-dont-get-enough-exercise Hubbard, A. (2012, March 2). Disney World shuts obesity exhibit after criticism. Los Angeles Times. Retrieved from http://www.latimes.com/news/nation/na tionnow/la-na-nn-disney-obesity-exhibit-20120302,0,4947393.story Kalakanis, L., & Moulton, B. School-based interventions for childhood obesity. Austin, TX: Texas State Publications. Retrieved from http://www.tlc.state.tx.us/ pubspol/childobesity.pdf Kilff, S. (2012, Jan 3). Georgias shocking anti-obesity ad campaign. The Washington Post. Retrieved from http://www.washingtonpost.com/blogs/ezra-klein/ post/georgias-shocking-anti-obesity-ad-campaign/2012/01/03/gIQAZB8HYP_blog.html Kraft Foods Global, Inc. (2012). Crystal Light. (2012). [Print Photo]. Retrieved from http://www.kraftbrands.com/crystallight/Pages/default.aspx Lang, A. (2011, July 7). New report: Alabama is second most obese state in the nation. Retrieved from http://healthyamericans.org/reports/obesity2011/re lease.php?stateid=AL Lang, A. (2011, July). F as in fat: How obesity threatens Americas future 2011. Retrieved from http://healthyamericans.org/reports/obesity2011/ Lets move!. (n.d.). Retrieved from http://www.letsmove.gov/ Ludwig, D. MD. PhD. (2011). David Lubwig, MD, PhD. Retrieved from http://childrenshospital.org/cfapps/research/data_admin/Site114/mainpageS114P0. html Ludwig, D. S., Peterson, K. E., & Gortmaker, S. L. (2001, February 17). Relation between consumption of sugar-sweetened drinks and childhood obesity: a prospective, observational analysis. Retrieved from http://www.ncbi.nlm.nih.gov/pubmed/11229668?dopt=AbstractPlus MacNeil, J. S. (2004). After-school programs may help reduce obesity. MedScape Today News. Retrieved from http://www.medscape.com/viewarti cle/493999

Reference

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McLemore, T. C. (2011). Join the childhood nutrition discussion. Alabama Possible, Retrieved from http://alabamapossible.org/tag/school-lunch/ National Conference of State Legislatures, (2005). Childhood overweight and obesity trends. Retrieved from website: http://www.ncsl.org/issues-research/ health/childhood-obesity-trends-state-rates.aspx NBC Newschannel. (2011, April 18). Study: American kids dont get enough exercise. NBC4i.com. Retrieved from http://www2.nbc4i.com/lifestyles/2011/ apr/18/study-american-kids-dont-get-enough-exercise-ar-457038/ Obesity prevention foundation. (2010). Retrieved from http://www.obesitypreventionfoundation.org/ Ogujimi, A. (2010). Information on research being done for obesity. Livestrong, Retrieved from http://www.livestrong.com/article/345219-information-on -research-being-done-for-obesity/ Ormrod, J.E. (1999). Human learning (3rd ed.). Upper Saddle River, NJ: Prentice-Hall Retrieved from http://teachnet.edb.utexas.edu/~Lynda_abbot/Social. html Public Broadcasting Service. (2012). Talking with kids: School age. Public Broadcasting Service, Retrieved from http://www.pbs.org/parents/talkingwithkids /agebyage_5.html Retrieved from website: http://www.alsde.edu/html/sections/faqs.asp?footer=sections&section=54&sort=1 Roberts, H. L. (2011). How much water should a child drink a day?. Livestrong, Retrieved from http://www.livestrong.com/article/274633-how-much-water -should-a-child-drink-a-day/ Rogers, K. (2008). Childhood obesity: The educational cost. Encyclopedia Britanica Blog. Retrieved from http://www.britannica.com/blogs/2008/09/child hood-obesity-the-educational-cost/ Spark research and special projects. (n.d.). Retrieved from http://www.sparkpe.org/about-us/research-projects/ Stokely-Van Camp. Inc. (2012). The g series. (2012). [Web Photo]. Retrieved from http://www.gatorade.com/default.aspx The Associated Press. (2012, March 2). Disney world shutters child-obesity exhibit seen as mean read more: Disney world shutters child-obesity exhibit seen as mean - the denver post http://www.denverpost.com/recommended/ci_20084529 The Natural Weight-Loss Authors, About. Skim Milk: Natural Weight-Loss Foods 18 April 2006. HowStuffWorks.com. <http://health.howstuffworks.com/ wellness/food-nutrition/natural-foods/natural-weight-loss-food-skim-milk-ga.htm> 19 March 2012.

Reference
Tuscaloosas One Place. (2009). Retrieved from http://www.etfrc.org/

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U.S. Department of Agriculture, MyPlate. (n.d.). Health and nutrition benefits of dairy. Retrieved from website: http://www.choosemyplate.gov/food-groups/ dairy-why.html U.S. Department of Agriculture, MyPlate. (n.d.). How much physical activity is needed?. Retrieved from website: http://www.choosemyplate.gov/physical -activity/amount.html U.S. Department of Agriculture, MyPlate. (n.d.). Tips for increasing physical activity. Retrieved from website: http://www.choosemyplate.gov/physical-activity/ increase-physical-activity.html U.S. Department of Agriculture, MyPlate. (n.d.). Tips for making wise choices in the dairy group. Retrieved from website: http://www.choosemyplate.gov/ food-groups/dairy-tips.html U.S. Department of Agriculture, MyPlate. (n.d.). Your personal path to health: Steps to a healthier you!. Retrieved from website: http://www.choosemyplate. gov/food-groups/downloads/resource/MyPyramidBrochurebyIFIC.pdf Vilsack, T. The White House Statements and Releases, Office of the Press Secretary. (2010). President obama signs healthy, hunger-free kids act of 2010 into law. Retrieved from website: http://www.whitehouse.gov/the-press-office/2010/12/13/president-obama-signs-healthy-hunger-free-kidsW. K. Kellogg foundation. (n.d.). Retrieved from http://www.wkkf.org/ Wolfenden, E. M. (2010). Smartpop popcorn nutrition. Livestrong, Retrieved from http://www.livestrong.com/article/339304-smartpop-popcorn-nutrition/

Thank you

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Thank you
This campaign would not be as successful as it was without...
UA PRSSA The Capstone Agency WVUA YMCA & Staff Cottondale Elementary Holt Elementary Boys and Girls Club Girl Scouts of America Louise Crow: Peritus PR Tres Jackson, Epiphany Tuscaloosa Fire Department UA Police Department UA Athletes UA Batemans Volunteers LessThanUThink Team Ted R. Brown: Attorney at Law Delta Delta Delta Fraternity Professor Tracy Sims Elizabeth Brotherton Professor Michael Little UA Advertising and Public Relations Department Olivia Grider, Center for Ethics and Social Responsibility Rusty Smith, VP of Public Relations and Resource Development Stache Creative: UA Ad Team Tuscaloosa One Place Katie Lanier: WIC Nutrition Education Coordinator, Nutritionist Lori Greene, MS, RD, CSSD, LD: Registered Dietitian and Nutrition Instructor at the University of Alabama
Alabama Lunabotics Team

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Kick-off Volunteers
Lindsay Assenmacher Shelby Bessielu Kyle Borland Danit Brory John Burkett Christine Covell Tatum Denson Andrea Evenson Kendall Grzyb Jade Halloway Kellie Halpoh Iesha Jackson Mary Grace Kullman Chloe Ledet Anne Catherine Luckett Jacqueline McMahon Fanchu Meng Gillian Richard Nicole Schimmel Jessica Smith Maggie Stephenson Melissa Stewart Lacee Strickland Anthony Thomas Justin Thompson Erin Waits Mallory White

Thanks to our volunteers! Their hard work, dedication and passion combined contributed to the powerful impact made within the Tuscalossa community. Its your move! would not have been a success without their help!

Jill Lancaster, Lifestyle Director Nataly Williams, Lifestyle Intern Drew Hoover, Photographer Charles Bloom, PRSA Past President and Southeastern Conference Associate Commissioner