BRAND TOUR

Presented By: Susan Pennel

Kristy Garcia

Sarah Paulsen

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.

2007Network 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.

19875 a Day is

initiated by the California

Department of Health Services,

encouraging children and adults to eat

therecommended

5 servings a day of fruits and vegetables.

1997California Nutrition Network is formed

to build a partnership of

community-basedorganizations to

deliver the 5 a Day

message. Growsfrom three localorganizations to200 in ten years.

2005New Dietary

Guidelines forAmericans recommends

a near doublingof fruits and vegetables,

outdating5 a Day’s

recommendation.

From 5 a Day to Network for a Healthy California

Norma-tive

Change

Norma-tive

Change

Environ-mentalChange

Environ-mentalChange

PolicyChangePolicy

Change

Health Disparities

Change

Health Disparities

Change

LifestyleChange

LifestyleChange

C-H-A-N-G-E

Network for a Healthy California

Empowerment, Champions, Change Agents

Fruits and Vegetables

PhysicalActivity

Chronic Disease

Prevention

Food Security

Primary Targets: Internal Culture, Intermediaries, ConsumersSecondary: Policy Makers, Executive Branch, Advocates, Media, Government PartnersTools & Disciplines: Commmunity Development, Systems Change, Policy, Researh and Evaluation, Environmental, Industry Practices, Communications

We’re going to share our

power with you

Empowerment, Champions, Change AgentsEmpowerment

Increase individual’s or community’s

capacity to make choices

Transforming those choices into assets

Keep in mind the communication strategies

stemming from our Benchmark Studies

#1: Increase Self-EfficacyBuild 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.

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.

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.

Bringing the Champions for Change Messaging to Life

#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.

#3 Think of Champion Moms whorepresent 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.

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.