1. BRAND TOUR Presented By: Susan Pennel Kristy Garcia Sarah Paulsen

2. Objective of Today’s Presentation Learn to use the Network for a Healthy California Champions for Change brand as a dynamic symbol for healthy change across California. This will only happen if we all use it often and use it correctly.

3. 2007 Network for a Health California Champions for Change is unveiled, introducing a new era of health messaging encouraging children and adults to eat the daily recommended cups of fruits and vegetables, be physically active, and help change conditions in their communities that contribute to obesity. 1987 5 a Day is initiated by the California Department of Health Services, encouraging children and adults to eat the recommended 5 servings a day of fruits and vegetables. 1997 California Nutrition Network is formed to build a partnership of community-based organizations to deliver the 5 a Day message. Grows from three local organizations to 200 in ten years. 2005 New Dietary Guidelines for Americans recommends a near doubling of fruits and vegetables, outdating 5 a Day’s recommendation. From 5 a Day to Network for a Healthy California

4. Lifestyle Change Health Disparities Change Policy Change Environ- mental Change Norma-tive Change C-H-A-N-G-E

5. Network for a Healthy California Empowerment, Champions, Change Agents Fruits and Vegetables Physical Activity Chronic Disease Prevention Food Security Primary Targets: Internal Culture, Intermediaries, Consumers Secondary: Policy Makers, Executive Branch, Advocates, Media, Government Partners Tools & Disciplines: Commmunity Development, Systems Change, Policy, Researh and Evaluation, Environmental, Industry Practices, Communications

6. We’re going to share our power with you Empowerment, Champions, Change Agents Empowerment Increase individual’s or community’s capacity to make choices Transforming those choices into assets

7. Keep in mind the communication strategies stemming from our Benchmark Studies #1: Increase Self-Efficacy Build self-confidence among our target Every mom has the power inside of her to set an example for healthy change and to make it fun.

8. Keep in mind the communication strategies stemming from our Benchmark Studies #2: Change Social Normative Belief Healthy eating and active living are happening in families and communities all over California. To: Moms everywhere are making healthy changes for their families, and I want to be like them. From: It’s too hard for moms like me to make healthy changes in their households.

9. Bringing the Champions for Change Brand to Life #1 Lead with Passion and Vision. We actively create the change we want to see in the world.

10. Bringing the Champions for Change Messaging to Life #1 Read the Branding Guidelines Manual#1 Read the Branding Guidelines Manual #1 Lead with Passion and Vision. #2 Be Real... Emote inspiration and confidence... “ You Can Do It! ” #3 Think of Champion Moms who represent the Network.

11. #3 Think of Champion Moms who represent the Network It’s Not Easy, But We Want the Best For Our Families. My Kitchen. My Rules. I ’ m In Control. Together We Can! If I Can Do It, So Can You.

12. Parting Words Use success stories to “sell” the Network. Incorporate the brand name “Champions for Change” frequently. The simple use of a brand logo does not in itself create a brand. Well-designed and consistently delivered brands build equity and create value.