Dec 20, 2010

LEAP Ready to Launch Integrated Marketing Campaign Aimed at Obesity

by: Emily Van Winkle in News

LEAP is pleased to announce its partnership with Hamilton County Public Health and its role in a social awareness campaign to support a two-year Communities Putting Prevention to Work initiative.

Communities Putting Prevention to Work (CPPW) is funded by the American Recovery & Reinvestment Act of 2009 through the Center for Disease Control and Prevention (CDC). Hamilton County Public Health is one of 44 national grant-awarded communities charged with implementing strategies for improved nutrition and increased physical activity. In Hamilton County, 21.8 percent of third graders are overweight. And if a child is obese at age 10, there is an 80 percent chance he or she will be obese as an adult. Currently, 24 percent of residents in Hamilton County report having no physical activity during the past month and only 8.7 percent of adults consume the amounts of daily fruits and vegetables required by the USDA.

“We’re working with our strategic partners to really change social norms — what’s accepted and expected — by creating policy, systems and environmental changes that support our goal of building healthy communities,” says Kate Julius, CPPW Project Coordinator for Hamilton County Public Health. Julius, alongside team members at HCPH and with local partners like The University of Cincinnati and Cincinnati Children’s Hospital Medical Center, have developed a Community Action Plan that contains specific milestones, action steps and outcomes.

LEAP will play a critical role in supporting Community Action Plan activities as well as developing a creative media campaign to build awareness, engagement and action. The campaign theme is WeTHRIVE!, a phrase that has already been introduced to several Hamilton County neighborhoods and adopted by many residents.

“WeTHRIVE! was well-tested with community ambassadors. Clearly, they wanted all marketing and advertising to carry a positive, forward-looking, community-oriented tone,” said Suzanne Beane, VP, Branding + Strategy for LEAP. “This campaign paints a vision of what is possible and there are many residents and community advocates who are leading the way.”

The advertising will highlight all of the seemingly small steps residents, businesses and neighborhoods can take to produce positive change for an entire community. “Some residents are already active in caring for community gardens and in church wellness programs. Cincinnati Public Schools just adopted a competitive foods policy. There are already good examples of how Hamilton County is on the road to being healthier,” said Alan Gilleo, chief creative + experience officer for LEAP.

Yet, the obesity rate and associated costs show the community has a long way to go. LEAP will use a combination of traditional and digital media to get the word out about making the healthy choice the easy choice. Included in the plans is a mapping system where residents can locate the nearest parks, fitness facilities, farmer’s markets and other resources for nutrition and physical activity.

“We’re pleased we get to play such a connective role in changing the way our communities think about food access and nutrition,” says Stacy Wegley, Director of Health Promotion and Education at Hamilton County Public Health. “But this is just the beginning. All of the plans we’re unveiling now will have a sustainability component. We have to keep the momentum up long after the CPPW grant period has ended.”

Marketing will launch in late 2010 with the media components beginning in early 2011.

Hamilton County Public Health’s WeTHRIVE! Initiative

The WeTHRIVE! initiative promotes physical activity and healthy eating, reduced tobacco use and exposure, and builds community capacity for systems, environmental, and policy change aimed to reduce the burden of disease related to obesity, diabetes and cardiovascular illness. To join the movement, visit WatchUsThrive.org.

About LEAP

LEAP is a digital agency with an integrated philosophy. LEAP helps clients engage with customers according to their own individualized relationship with the brand. Agency services include a full spectrum of strategies and executions from brand creation to campaign integration to metrics analysis. With offices in Louisville, Boston and Cincinnati, LEAP works with clients from coast to coast, including McGraw-Hill, Sutter Home, Tommy Hilfiger, Graco and Texas Roadhouse.

For more information, please visit www.leapagency.com