new tactics in contextual promotion of healthy lifestyles
TRANSCRIPT
Matthew Grossman | @DisneyEMEAComms Vice President, Communications & Citizenship, EMEA Disney
New Tac(cs in Contextual Promo(on of Healthy Lifestyles
#SB15London
“THE WALT DISNEY COMPANY BELIEVES IN INSPIRING BETTER TOMORROWS”
ACT RESPONSIBLY
STRENGTHEN COMMUNITY LIVE HEALTHIER CONSERVE
NATURE THINK
CREATIVELY
2006
US & EMEA: Nutritional Guidelines,
exit McDonald’s relationship
2010 Magic of Healthy
Living Launched
v EMEA following US lead, developing best fit integrated programme for local markets.
Healthy Living is one of the ways Corporate Citizenship has established Disney as the “most admired company” for social responsibility in Forbes’ 2014 report.
THE
STOR
Y SO
FAR
. . .
2012 US: Promotional
Guidelines Implemented
2015 EMEA: Revised Food Guidelines released
2013
US: Mickey check expanded
& advertising guidelines announced EMEA: Promotional
guidelines implemented
Every day Disney inspires families through storytelling, imagination, fun and play, and we continue to offer families more and more ways to help them flourish and live well.
VISION
“EATING GREENS IS A SPECIAL TREAT. IT MAKES LONG EARS AND GREAT BIG FEET”
DISN
EY’S
HEA
LTHY
LIVI
NG
COMM
ITMEN
T
PARENTS Want healthy, happy kids.
Want to give them food,
activities and experiences that are
good for them.
Trust Disney to make this easy and fun.
GOOD FOR YOU
Are more interested in fun than health.
Know Disney means fun.
KIDS FUN FOR YOU
DISN
EY’S
UN
IQUE
OFF
ERIN
G
“JUST KEEP SWIMMING”
“The outdoors & nature area is really appealing to people in general – and goes
beyond physical activity.”
“Most parents accept Disney could change its food portfolio and see it could make a
difference – but it needs to help consumers get there.”
“Disney and physical activity is less complicated than food and would bring value to families and the proposition.”
IN S
TEP
WITH
FAMI
LIES
NEED
S OF
FFER
ING
HELP
WHE
RE W
E CA
N
RESEARCH SHOWS..
HEALTHY LIVING IS UNIVERSALLY IMPORTANT
“As a mom, ensuring my child values healthy living is...”
MEXICO BRAZIL CHINA ITALY SPAIN AUSTRALIA UK US HONG KONG JAPAN FRANCE
99% 97% 97% 97% 96% 95% 93% 97% 94% 91% 81%
IN S
TEP
WITH
FAMI
LIES
NEED
S GE
T HEA
LTHY
Most important components (in descending order)
Maintaining personal hygiene
Drinking enough water
Eating breakfast regularly
Eating meals together as a family
Getting enough exercise / activity
Eating enough fruit and vegetables
IN S
TEP
WITH
FAMI
LIES
NEED
S GE
T HEA
LTHY
PARTNERSHIPS AND CSR
VISION: Every day Disney inspires families through storytelling, imagination, fun and play, and we offer families more and more ways to help them flourish and live well.
Bespoke marketing and communications activation ADVOCATES
RETAIL
Food Categories
Cookware & Bakeware Publishing
Sportswear & Tech
Playground
Communities Homes Schools
CONTENT EXPERIENCES
HOW
WE
CAN
HELP
PARE
NTS
Vision We will inspire families to flourish, by encouraging life-long healthy behaviours, through story-telling, imagination, fun and play. Disney makes nutritious eating and physical activity more appealing and fun.
PART
NERS
HIPS
CH
ANGE
4 LIF
E
Vision We will inspire families to flourish, by encouraging life-long healthy behaviours, through story-telling, imagination, fun and play. Disney makes nutritious eating and physical activity more appealing and fun.
TV CAMPAIGN
11M LEAFLETS 385,000
FAMILIES
11 ROADSHOWS
CRM PR & SOCIAL
ONLINE HUB SIGN UP PACKS
693,000
16,000 SCHOOL PACKS
Disney Channels Programming
PART
NERS
HIPS
CH
ANGE
4 LIF
E
RUN DISNEY / DISNEYLAND PARIS ü Halo Events at US Parks for
more than 20 years
ü Inaugural Disneyland Paris Half Marathon (21 kms)
ü Weekend 23rd-25th September 2016
ü Magical course through Disneyland Paris and the French countryside
EXPE
RIEN
CES
RUN
DISN
EY
FOOD STORIES INTEGRATED WITH DISNEY’S CHARACTERS & WORLDS
ACCESSIBLE • PRACTICAL RECIPES • MEANINGFUL • HEALTHY LIVING • INCLUSIVE • ENGAGING • CREATIVE • QUALITY
PART
NERS
HIPS
CH
EFS
Nutritional Guidelines have been in place since 2007 in EMEA, recently updated in 2015 to reflect local and global market changes
Complex Nutritional Guidelines that have been developed with external stakeholders input and benchmarked against other Guidelines including EFSA,
SACN, EU Pledge, OFCOM, GDA systems and WHO.
We seek to ensure that Disney’s Guidelines are credible and comparable, whilst maintaining regional relevance. The guidelines focus on promoting fruit, vegetables and wholegrains
while also managing calories, levels of added sugar, salt and fat.
Thorough process for the development of the Nutritional Guidelines involved many experts and stakeholders
• Global TWDC Healthy Living team input & US learnings • External expert nutritionist – advisor • Product, promotions and market audit
Regional and Global differences due to multiple factors including: • Cultural acceptances and eating habits • Local health gudance / concerns • Product availability (processing, storage and shipping) • Differing business model
GOOD
NUT
RITIO
N IS
AT
TH
E CO
RE
PROMOTING HEALTHY LIVING THROUGH ACTIVITY
PROMOTING HEATHY LIVING THROUGH KNOWLEDGE SHARING
• StepJockey technology installed and adopted by nearly a third of staff so far • Gamified to incentivise: World Towers
Challenge saw 310 staff take over 1 million steps in nine days and burn 176,243 calories
• Mass participation charity events for staff -
Disney Triathlon and Great River Race
• Working with local businesses to create opportunities for activity e.g. provided free day passes for local Pure Gyms to 2,000 staff
• Hosted two Healthy Living Weeks • Including ‘speaker sessions’
presented by experts to 400 staff from Michel Roux Jr to Sir Muir Gray
• Healthy food options always on the menus at Café Disney
• Healthy Living track during our internal Learning Expo
BRIN
GING
DIS
NEY’
S HE
ALTH
Y LI
VING
COM
MITM
ENT
TO
LIF
E FO
R EM
PLOY
EES