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Live like Your Life Depends

on it.

Advancing the MessageSection of Chronic Disease Prevention & Nutrition Services

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Missouri’s Health Concerns

Chronic disease burdenMissouri has higher rates compared to USChronic Diseases—higher rates in age 45+ compared to 18+Risks factors a concern even though rates decrease for smoking and obesity for older adults80% of older adults have at least one chronic condition, 50% have at least twoBy 2020, 20% of Missourians will be over 65

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Health Messaging Concerns

Competing messagesFinite funds to provide pro-health messageDifficult to motivate behavioral changesPublic education only one tactic that must be used in combination with others

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Outcomes desiredIncreased number of adolescents and adults whose physical activity levels, eating habits and weight meet recommended standardsIncreases number of adults who practice desired prevention and control behaviorsIncreased numbers communicating common messages

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Our ApproachSelect target audienceComplement other interventions and programsUse media experts and formative research to tailor for target population.Unify multiple program efforts Build on common ground—establish common prompts for action

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Our Approach, continuedBase on evidenceDeliver compelling messagesEngage partners in design and implementationProvide campaign resources and materialsReport results—accountability

Complement other interventions & programsEvaluate

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Design CriteriaFocus on positive, do not isolate or create negative attitude regarding those that are obese, overweight or have a chronic diseaseMessages are evidence-based, relevant to audience, simple, clearly describe desired action

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Using the ExpertsMedia CrossUniversity of Missouri School of JournalismHughesPartners & Their Public Info Staff

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Audience ResearchCampaign targets adults 45+ y.o.

Formative research shows:Missourians continue high-risk behaviorsClear barriers that cause complacency among target audience (e.g., time, physical health)Must increase confidence and controlDoctors influential followed by family and friends

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Focus Group FeedbackPreferences validatedMessages testedExecution approaches tested

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Analysis & Selection

It's Y o ur H ea lth D on 't R isk It C ha n ge Y o ur W a ys , C h an ge Y ou r L ife L iv e L ik e Y o ur L Ife D e pe nd s O n It

Live like

Your Life Depends on it.

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Ramping Up For Success•Collaborative use of existing networks and communication avenues

•Materials web-based, can be co-branded and produced to complement existing program and activities

•Radio and print ads augment activities

•Complement partner and community programs and related activities

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Pilot Phase (8-12 2007)Limited promotionAgency directed activitiesFixed distribution problemsTracked activitiesCollected Baseline data

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Live Like Your Life Depends On It

www.dhss.mo.gov/ChronicDisease/Campaign

Priority Messages for the first phasePriority Messages for the first phase::•Eat Smart

•Move More

•Be Tobacco Free

•Get Recommended Health Screenings

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State Expansion (12/07+)Compiled strategic plan with partnersExpand materials for segments of target audienceAdding supports for different settingsAdding public websiteEnhancing communicationsPromote Campaign

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Community Expansion (1/08+)

Kansas City AreaPartner formsEvolving supports for communities UpdatesCoordinationMessage Board

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2008 ActivitiesExpand materials for population segmentsEnhance message dissemination (e.g., TV, tailored internet)Evaluate and enhance based on resultsContinue to maintain and expand partnershipsPartner and Public Website Updates

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2008 Activities, continued

Maintain distribution and dissemination system Enhance community implementation phaseSecure funding and resources to support initiativeAdding Adolescent campaignEvaluation

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For more information:Contact Deborah Markenson, 573-522-2800

Jeanie Bryant, 573-526-9724Sherri Homan, 573-522-2810

Deborah.Markenson@dhss.mo.govJanuary 2008