plan4health tarrant county - texas.planning.org · city of fort worth planning & development...

Plan4Health Tarrant County

APA – Texas Chapter ConferenceNovember 3, 2016

Presenter Disclosures

(1) The following personal financial relationships with commercial interests relevant to this presentation existed during the past 12 months:

Linda Fulmer

No relationships to disclose


Coalition Partners:

APA Texas Chapter

Texas Public Health Association

Healthy Tarrant County Collaboration (local lead)

Blue Zones Project | Fort Worth

City of Fort Worth Planning & Development Department

DFWHC Foundation / North Texas CHC

Tarrant County Public Health

Tarrant County Food Policy Council

University of Texas at Arlington Institute of Urban Studies


Target Area: 76105, 76112, and 76119 (East & Southeast Fort Worth)


Evidence-based and evidence-informed PSE strategies aimed at unhealthy diet and health equity.

Selected strategies build on and expand goals identified in the City of Fort Worth’s Comprehensive Plan, the Blue Zones Project Blueprint for Fort Worth, and other local assessments.


Strategy 1: Promote healthy retail policies and practices to increase the availability of healthy foods in the target community.

Ordinance amendments: Started 2/2015 by Blue Zones Project. Completed 4/2016 and 5/2016

1 Produce push carts: Friends of Cobb Park

1 Mobile market: PolyWes Gardens

2 Convenience Stores: Ramey Market and Miller Food Mart


Strategy 2: Improve community health and health equity outcomes of the built environment by increasing health considerations into the City of Fort Worth’s planning and zoning decision-making processes.

City Plan Commission: an advisory body to the City Council on all matters relating to public improvements

Zoning Commission: oversees land use and acts as an advisory board to the City Council in regard to zoning matters

Plan4Health Tarrant CountyCity of Fort Worth Commissions, Committees and Boards

Appointed by City Council Members

2-year terms

Meet once / month

Online application


Strategy 3: Develop and deploy a strategic communications plan to efficiently promote efforts, increase engagement, and improve dialogue among collaborating partners, stakeholders, and neighborhoods in the target area.

Communications Parameters

Timing Public Awareness phase: October 2016 – January 2017 Healthy Corner Store initiative: November 2016 and January 2017 Mobile Food Market: TBD

Target Audience Adults, families in identified food desert zip codes:

76105 76112 76119

Communications Partners

Awareness Campaign

Objectives: Freshen existing “Live A More Colorful Life” campaign

and place advertising and messaging throughout the three target zip codes to communicate the importance of fruits, vegetables in contributing to healthy nutrition More emphasis on the Power of Color Create a strong relationship between each color and

its primary benefits Appeal to the desire to have healthier children,

families Expose residents to fruits and vegetables, along with

culturally relevant recipes, in locations that are convenient and familiar

Awareness Campaign

Fruitful Fridays Fruit Distribution Distribute free at selected locations throughout the

month of November (Nov. 4, 11 & 18); Repeat in January 2017 Minimum of one site per zip code each Friday Promote in advance to built-in audience Distribute recipes, information about importance

of healthy nutrition Identify locations that are easy to get to and/or

that frequently attract key audiences Schools Community Centers Libraries Health Clinics

Awareness Campaign

Direct Mail Launch campaign with an informational flyer sent to all

households in 76105, 76112, and 76119 that highlights the importance of proper nutrition, benefits of each color category, and points to LiveAMoreColorfulLife.org for more information and recipes Reach: 39,000+ households in three zip codes English and Spanish Promote Fruitful Fridays

Awareness Campaign

Billboards Six 12x25 junior billboards throughout target zip codes,

November - January 2.7 million total impressions Two boards in each zip code

Six 12x25 8-sheet billboards in 76105 & 76119, November - January

Awareness Campaign

Bus Benches 15 bus benches throughout target zip codes, November

2016 – January 2017 Locations split among three zip codes Spanish in selected locations Impressions TBD

Awareness Campaign

Mobile Geo-Targeting Send geo-targeted mobile advertising to app users

within three target zip codes 214,000 impressions per week Target lower income females One-week runs 10/31/16 11/28/16 1/2/17

Awareness Campaign

Sidewalk Graphics Produce durable sidewalk graphics that reinforce

Puperpowers of Color message and place on sidewalks in front of key locations, such as parks, near bus stops, entrances to community centers, clinics 60 decals; 20 in each zip code

Social Media Boost Paid advertising messages to social media users within

the three zip codes throughout the period Encourage Grant partners to share and tag posts,

promote campaign hashtags throughout the period

Awareness Campaign

Posters, Flyers, Bookmarks, Banners Post informational signs at locations that serve as

meeting places for families, residents: YMCAs Community Centers Churches Dentist, Doctors offices Cook Children’s JPS THR Mobile Unit Libraries TCC Learning Center

Awareness Campaign

Posters, Flyers, Bookmarks, Banners Encourage schools to send flyers home with students Distribute bookmarks in libraries, schools, and at

events Banners on fences at schools, city parks (where

allowed)

Awareness Campaign

Community Influencers Identify community leaders and influencers in each zip

code and provide each with T-shirts that support the campaign message School principals Council, county leaders Business owners Dentists, doctors

Have them wear shirts throughout the promotional period

Invite them to Fruitful Fridays and other events Encourage social media sharing of photos on their own

channels Up to 200 influencers

Cooking Demonstrations Collaborate with Blue Zones Project to host cooking

demonstrations in each zip code throughout the promotional period

Awareness Campaign

Corner Store Initiative

Objectives: Create awareness for enhancements in corner store

and availability of better, healthy choices Encourage residents to visit stores Promote ease of finding healthier options Share culturally relevant recipes and samples

Communicate health benefits and economic savings


Targeted Outdoor Utilize two billboards flanking Ramey Market

throughout month of November Utilize two billboards near Miller Food Mart

throughout month of January

Door Hangers Distribute information about new store enhancements,

grand “reopening” event via door hangers to store zip codes: 7,500 households per store


Print Advertising Ads touting new enhancements and event in African

American newspapers LaVida the Black Voice Fort Worth Black News

Social Media and Grassroots Sharing Encourage partners to announce via social media

channels Develop and send media announcement that partners

can include in newsletters, web, other digital communications

Share announcement with media outlets Request City send out notification through NextDoor Request robocalls by City Council rep


Flyer Distribution Distribute flyers to local schools, dentists, doctors

offices, community centers, libraries in 76105 and 76119

Wall Mural Work with local school or organization to create

colorful, traffic driving wall mural on east side of Ramey Market

In-Store Sampling Prepare easy-to-make recipes with produce/products in

the store and offer free samples with recipe cards at scheduled times throughout the month Samples would be prepared off-site in licensed

kitchen Consider including discount coupons on

ingredients that day

For More Information

Linda Fulmer Executive Director

[email protected]

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