Healthy Living in the City: Using the Media to Brand Healthy Lifestyle as “Trendy” at the National and Local Level

Rachel Wilf-Miron, MD, MPH. Director, Healthy Living

The Ananey Communications Model

Ananey Communications (AC) is a leading television channel & media content provider in Israel

In recent years, AC has developed a unique model to promote a healthy lifestyle

The mission: Promoting ‘A Healthy Lifestyle’ as a cool brand in order to engage the emotions of young people and their families and encourage them to incorporate sustainable, healthy behaviors in their everyday lives.

Broad Coverage of Age and Gender Groups

What Does the Triangular Logo Stand For?

• Eat healthy & and drink water

• Move

• Relax - adopt appropriate sleep patterns and engage in activities that increase your happiness

3 major values

“The National Carrier”

A term used for the national water carrier that carries water from the See of Galilee and the northern rivers to the rest of the country, including the dry southern areas.

AC has begun developing the Internet platform which will host the information, knowledge and tools needed to promote healthy lifestyles on the national level

Each community will design its own local site, making (minor) adaptations in order to best suit the unique characteristics of the local community

Healthy Living – National Site

Healthy Living – Local Site

Outdoor Gym in My Neighborhood

Guided Group Training Every Thursday at 18:00

The Web is with You - Anytime, Everywhere

Branding Health at the City Level

Virtual and “real” activities will take place along the media - new media - field continuum

The platform will facilitate the creation of digital communities, promoting healthy lifestyles, i.e. regular cyclers looking for group activities in weekends or young mothers, looking for late evening joggers in their community

Local community leaders will use the platform to promote group activities in the neighborhood

A Tailor-made “Suit” of Knowledge, Tips and Alerts

Choosing My “Health World”

An Application Incorporating Healthy Behaviors in My Schedule

Screens Along Walking Trails Interact with the Personal Application

Mayor’s Prize Given to the “Healthiest Class"

Local & National Campaigns

In Summary

The power of TV & social networks will help build the “brand” – healthy living as cool and rewarding

Digital communities will help the individual to adopt and maintain healthy lifestyle (double benefit: feel well & gain friends)

We believe that the platform will help reduce disparities in health behaviors, mainly by broadening the goegraphsical and social borders of what is considered a “trendy lifestyle”

Relevance to EIN

This enterprise requires strong partnerships

The private sector can contribute not only financial

resources but also the required orientation: how to

approach and “capture” the audience

This concept may be adopted by diverse EIN

communities