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3rd Case Study: Parents Step Up / Familias en Marcha – Parental Responsibility and Accountability in Obesity Prevention
d&a, working with The Conroy Martinez Group, created Parents Step Up / Familias en Marcha the nation’s first bilingual parental responsibility and accountability campaign. The campaign premise is that there are many influencers of childhood obesity – such as fast food and video games -- but a parent is ultimately responsible and accountable for a child becoming overweight or obese. The campaign includes extensive counter-marketing information about how these industries are making it extremely difficult for parents to raise healthy families.
The hard-hitting campaign was conducted in South Florida (Miami-Dade and Broward Counties) in 2005-2006, and included TV ads and print ads. The research results revealed
The advertising campaign was evaluated for changes in opinions and attitudes:
The campaign is increasing by 67% female heads of households perceived level of responsibility for their children being overweight or obese.
The research bears out that the campaign has raised the level of conscientiousness in all four target groups (white-non-Hispanics, African Americans, English-speaking Hispanics and Spanish-speaking Hispanics). Research confirms that the controversial Parents Step Up / Familias en Marcha campaign has led to an increase in parental responsibility regarding childhood obesity."
d&a used its proprietary social marketing model: First change opinions, next attitudes, and then behavior. Parents Step Up / Familias en Marcha research revealed changes in opinions and attitudes. A behavior component is nearly finished being created and the campaign will begin again in another market, which will include an evaluation.
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