corless ale presentation
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ALE Project for Health Resources in Action
Presented by Helen Corless
Development of a Child-Friendly Brand for Physical Activity Programming at the YWCA
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• Non-profit consulting agency
• Mission: “To help people live healthier lives and build healthy communities through policy, research, prevention, and health promotion”
• Health Communication
department
Health Resources in Action (HRiA)
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Grant funding
Expanded physical activity programming
Low participation rates
HRiA
Parent Project: YWZonesParent Project: YWZones
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• Major public health issue in US & TX
• Racial/ethnic disparities
• Multifactorial
causes
• Exercise as a
modifiable risk
factor
Childhood Obesity
Source: Trust for America’s Health
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Short term: To contribute to the development of a child-friendly brand for YWZones programming
Long term: To reduce childhood obesity rates among youth in El Paso, Texas
Project Goals
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1) Use theory to understand the target audience
2) Assist with concept development
3) Develop and implement concept testing approach
4) Develop recommendations for YWZones brand
ObjectivesObjectives
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Health Belief Model:– Perceived benefits– Perceived barriers– Perceived threat
• Susceptibility• Severity
– Self-efficacy– Cues to action
Target Audience
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In summary…• Low perceived benefits of YWZones• High barriers to enrollment• Few cues to action• Messaging about weight loss not likely to
resonate with parents• Need to appeal to both parents and
children
Target Audience
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“Through participation in the YWZones program, you are helping your child be healthy and view exercise as fun, providing them with opportunities that will enhance all aspects of their life”
Logos: created by YWCA designer
Taglines: created by HRiA team
Creative Concepts
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Logo A Logo B Logo C Logo D
Logo E Logo F Logo G
Logos
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Tagline A Fun in Motion
Tagline B Fitness, Friendship, Fun
Tagline C Fitness+ Friendship = Fun
Tagline D Getting Kids Fit for Life
Tagline E Opportunities for Play, Opportunities for Life
Taglines
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• YWCA Staff• Online survey • Completed by 6 staff members
• Parents• YWCA members with children ages 6-12• 3 focus groups via speakerphone
• Children• Children ages 6-12 (recruited as pairs)• 3 interactive groups facilitated by YWCA
Remote Concept Testing
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Logos
• Not satisfied with any options
• Unanimous dislike of typographical logos
• Concerns about child and activity imagery
Results
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Taglines
• Favorites:– Getting Kids Fit For Life– Fitness, Friendship, Fun
• Importance of conveying the idea of fun
• Spanish translations
Results
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Logos
• Needs to communicate variety of activities and variety of ages
• Imagery of both physical activity and children important
• Create three new options and pretest as part of a soft launch event
Recommendations
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Tagline
• “Fitness, Friendship, Fun”
• “Actividad, Amistad, Alegría”
Logo-tagline pairing
• Pair in all marketing of YWZones
• Importance of clear communication
Recommendations
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Importance of communication for public health programming
Importance of understanding community needs
“The best-laid schemes o' mice an' men gang aft agley” -Robert Burns
Reflections
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A special thank you to Julie Banda, Debra Noll, and Karen Schoneman for all of your guidance, support, and encouragement throughout this project.
Thank You!
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Questions?
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Thank You!