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Digital Strategies for Reducing Sugar Sweetened Beverage Consumption Jennifer Kearney Digital Strategies for Health Communication Emerson College/Tufts University School of Medicine
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Who, What, Why Who: Kick The Can; Sugar Bites; Sugar Free Kids MD What: To reduce sugar-sweetened beverage consumption, especially in children Why: different locations; varying target audiences; varying disseminations of facts, messages
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Kick The Can Solving the obesity and diabetes epidemics through advocating for policies to build healthier communities. Target audience: Advocates wishing to see reduced sugary beverage consumption in their communities.
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SWOT Analysis Strengths -Wide variety of materials, wide array of formats -Easy to navigate site -Has email list for updates/news -FAQs cover questions public may have about reducing soda consumption Weaknesses -Blog is hidden under “Hot Topics” which can be misleading -Website focuses on soda – mission is reducing SSBs Opportunities -Make website less busy on main page -Rename menu headers -Post success stories -Narrow target audience -Identify community advocates Threats -Skepticism from public -Target audience may not feel information applies to them -Target audience may not feel like they can make a difference in their community
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Recommendations Low-cost Join Instagram Identify people who are KTC advocates Redesign menu headers on website Higher-cost Hire a social media specialist Develop case studies
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Sugar Bites Non-profit division of Take 5 Mission: preventing childhood obesity in Contra Costa county (CA) through reducing consumption of sugary drinks Target audience: parents of children 0-5
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SWOT Analysis Strengths -Charts healthy drinks for age ranges 0-5 -Multiple external links about: SSBs, water intake, marketing, obesity -All multimedia available for download -Entire site can be viewed in Spanish -YouTube videos of ads average 75,000 views Weaknesses -Informational videos on YouTube average 850 views -No social media presence besides YouTube -Minimal social engagement -Only applicable to children 0-5 Opportunities -Blog for additional engagement -Use Facebook and Twitter beyond sharing links on personal pages -Separate resource links and actionable links for easier access Threats -Funding -Disengaged target audience -Difficulty gauging success metrics of social sharing
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Recommendations Low cost Develop blog for additional engagement Separate “Resources” and “Further Action” for easier access to information High Cost Hire a social media specialist
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Sugar Free Kids MD Mission is to reverse trend of childhood obesity by: Educating about epidemics of obesity and diabetes and the role sugary drinks play in these epidemics Raise awareness Build a strong, diverse coalition Affect legislative change Target Audience: parents of children, policymakers, social changemakers
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SWOT Analysis Strengths -Multiple calls-to-action across site -Summarizes bills/taxes SFK is fighting -Status updates on passing/rejecting bills -Clear opportunities for teens to be involved -Very active on social media -Mobile optimization Weaknesses -Only signup links are for corporate/organizational support -Only two social media links on site -Teen involvement is outdated by 6 months Opportunities -“Sign Up” link for individual support -Social sharing option for bills/petitions -YouthSummit as an ongoing project Threats -Overwhelming amount of information -Large sponsors can deter target audience
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Recommendations Low-cost Provide more audience-friendly information Share updates on bills via social media Join Instagram Higher-cost Social campaigns around proposals and bills Content development that is shareable beyond community advocates
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Most Effective Thorough, engaging, active Great ideas, needs consistency Needs social media pages, strategy
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Resources Kick The Can. (2015). Retrieved from http://kickthecan.info.http://kickthecan.info Kick The Can. (2015). Kick The Can About Us. Retrieved from http://www.kickthecan.info/about-kick-can.http://www.kickthecan.info/about-kick-can Kick The Can. (2015). Kick The Can Facebook page. Retrieved from https://www.facebook.com/kickthecaninfo.https://www.facebook.com/kickthecaninfo Kick The Can. (2015). Kick The Can Twitter account. Retrieved from https://twitter.com/kickthecaninfo.https://twitter.com/kickthecaninfo Sugar Bites. (2015). Retrieved from http://cutsugarydrinks.org.http://cutsugarydrinks.org Sugar Bites. (2015). Protect Your Kids. Retrieved from http://cutsugarydrinks.org/en/protect-your-kids.http://cutsugarydrinks.org/en/protect-your-kids Sugar Bites. (2015). Share on Facebook. Retrieved from http://www.cutsugarydrinks.org/en/protect-your-kids#http://www.cutsugarydrinks.org/en/protect-your-kids# Sugar Bites. (2015). Share on Twitter. Retrieved from http://www.cutsugarydrinks.org/en/protect-your-kids#.http://www.cutsugarydrinks.org/en/protect-your-kids# Sugar Free Kids MD. (2015). Sugar Free Kids MD Facebook page. Retrieved from http://facebook.com/sugarfreekidsmd.http://facebook.com/sugarfreekidsmd Sugar Free Kids MD. (2015). Sugar Free Kids MD Twitter account. Retrieved from http://twitter.com/sugarfreekidsmd.http://twitter.com/sugarfreekidsmd Sugar Free Kids MD. (2015). Retrieved from http://sugarfreekidsmd.org.http://sugarfreekidsmd.org Sugar Free Kids MD. (2015). Sugar Free Kids MD Facebook page. Retrieved from http://facebook.com/sugarfreekidsmd.http://facebook.com/sugarfreekidsmd Sugar Free Kids MD. (2015). Sugar Free Kids MD Twitter account. Retrieved from http://twitter.com/sugarfreekidsmd.http://twitter.com/sugarfreekidsmd
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