235 BYUSA Group Campaign

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BYUSA Healthy Living Public Relations Campaign

Cara ChristensenAlexander Baldwin

Mia GabrielRyan Trekell


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Research

Background1. The External Environment

As a nation, the United States and the Center for Disease Control and Prevention (CDC)

are becoming increasingly aware of the issue of obesity. The trends have made health ahot topic and many organizations are attempting to counteract it. The general consensusis that obesity is a result of too much caloric intake and not enough calories expendedthrough physical activity. It is estimated that 34% of the United States population suffersfrom obesity.

BYU is an environment that encourages healthy living. The Latter- Day Saint s Word ofWisdom and the University s Honor Co de require students to abstain from certainunhealthy behaviors such as alcohol consumption and sexual behavior outside ofmarriage. For these reasons, issues of alcohol and sexual health are not relevant to theoverall BYU community. However, the BYU community appears to lack the proper

exercise habits and nutrition to be considered healthy.

BYU students are organized into wards and other social groups such as family homeevening groups. These groups offer additional and unique opportunities to reach our

public.

Exercise Survey (Appendix A)In a survey conducted on a BYU sample regarding exercise habits, it appears only 38% ofstudents exercise four to seven times a week. Most students do not have outside gymmemberships yet only half of the surveyed students use the campus facilities that areoffered to full time students for free. The survey showed that most students get adequate

sleep.

Nutrition Survey (Appendix B)In a separate survey regarding nutrition, the results showed that nearly half (47%) of thesample consume only 0-1 servings of fruits per day. In addition, 42% of the sampleconsumes 0-1 servings of vegetables per day. Daily water intake was also lower than therecommended amount. Only 47% of the sample said they consume six or more eight-ounce glasses of water per day. The survey showed that 65% of students eat on-campus atleast once a week. This suggests the possibility of using on-campus dining (such as theCougareat) as a place to reach multiple publics. The most commonly cited reason for noteating healthy food is budget, convenience, and time.

2. The ClientOut of concern that BYU students may be suffering from the same unhealthy habitscausing the national obesity crisis, BYUSA desires a communications effort that willencourage healthy living in the BYU community. Brigham Young University StudentService Association (BYUSA) is a student-operated organization made to serve thestudents and they hold many campus events that are very popular with the student body.They have offered a budget of $5,000 to this campaign for healthy living in the BYU


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community. BYUSA is well known by the BYU community and they have access toseveral unique channels such as student email addresses.

3. The Product, service or issueThe issue at hand is that while BYU students follow the Honor Code and live by the

Word of Wisdom, some of their lifestyle choices are still not healthy. This perpetuates theobesity epidemic and unhealthy lifestyles. There are many lifestyle choices that can helpa person improve their health. Nutrition, regular exercise, hydration and sleep have a bigimpact on overall health.

Nutrition is a very broad subject and adequate nutrition requires eating a balanced diet ofall the major food groups. The food pyramid recommends that the average person needstwo to four servings of fruit, three to five servings of vegetables, two to three servings ofdairy and protein and six to 11 servings of grains per day. It is important to limit fatintake to 20-30% of the daily caloric intake.

Carbohydrates should account for 45-65% of your calorie intake. Carbohydrates arefound in fruits, vegetables, grains and sugary foods. There are two types ofcarbohydrates; simple and complex. Simple carbohydrates are sugars found naturally infruit and other foods as well as in artificially sweetened food. These added sugars are notas healthy for you. Complex carbohydrates on the other hand, are healthier. They arefound in whole grains, starches and foods with dietary fiber. These foods are generallymore wholesome and have more nutrients to feed the body.

To be healthy, it is also important to stay well hydrated. There are differing opinions onhow much water a person should drink per day. A good rule of thumb is to drink eighteight-ounce glasses of water per day. Another good recommendation is to divide your

body weight by 2 and then that s how many ounces of water to shoot for each day. Wateris imperative to body function because it flushes toxins out of the body, provides themajority of the mass of your blood, it carries nutrients between your cells and it createsthe right environment for your tissues and organs.

Getting adequate sleep also has a big impact on overall health. According to the CDC,not getting enough sleep can cause sleep disorders and other chronic diseases likediabetes, heart disease and depression and it can even lead to obesity. By the same token,getting adequate sleep is one of the foremost techniques for preventing chronic diseasesand illnesses. The amount of sleep necessary differs from person to person, but mostadults need between seven and nine hours of sleep per night.

For important health benefits adults need at least 150 minutes of moderate intensity physical activity (i.e. brisk walking) per week and muscle-strengthening activities on twoor more days a week that work all the major muscle groups, including arms, legs, hips,

back, shoulders, abdominals, and chest. Adults who do not want to do moderate physicalactivity must get 75 minutes of vigorous intensity physical activity (i.e. jogging orrunning) per week with two or more days per week dedicated to working the majormuscle groups already mentioned.


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The threats to the campaign include the fact that the BYU campus is surrounded byinexpensive fast food restaurants. Also, many students may not consider the studentweight rooms and other student work out facilities because they find them undesirable.

8. Public Profiles

Students residing on campus Demographics : 18-19, single, have meal plans, low income/no income Psychographics : LDS, social (constantly around peers) Self-interests : school, grades, social life, dating Influentials : teachers, friends, RA, Ward leadership, parents Prime Information Channels : wards, hall meetings, internet, social networking, bulletin

boards in dorms, word of mouth, campus events, e-mail Relationship to Client : Probably has the strongest relationship because they participate

in BYUSA activities and services the most

Students residing off campus

Demographics : 18-26, single, low income may have a part time job Psychographics : LDS, social, growing more self-reliant Self-interests : dating, school, grades, social life Influentials : friends, church leadership, parents, teachers Prime Information Channels : wards, social networking, internet, TV, e-mail Relationship to Client : Aware of BYUSA and attend some of their events

Married students Demographics : 18-26, married, some have kids, probably poor/low income, one or both

are students Psychographics : family-oriented, LDS, social, involved in church activities

Self-interests : looking towards graduation probably, family Influentials : parents, teachers, friends, church leadership Prime Information Channels : wards, TV, internet, e-mail Relationship to Client : Less involved on campus and less influenced by BYUSA

Student Employees Demographics : 18-30 years old, low income, part time, single or married Psychographics : LDS, hardworking, busy, live on a budget Self-interests : earning an income, success in school, job security Influentials : peers, supervisors, boss, co-workers Prime Information Channels : email, employee meetings, training

Relationship to Client : both are headed by BYU

Faculty Demographics : Middle age, most have families, employed by the University, have

families Psychographics : Career people, LDS or at least follow the Honor Code, family oriented Self-interests : student success, their own research and publications, job security, money,

family, time


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Influentials : Administration, supervisors, First Presidency Prime Information Channels : Faculty meetings, email, wards, department

newsletters/magazines Relationship to Client : little or no connection to BYUSA

Administration Demographics : Middle age, have families, employed by the University Psychographics : LDS, family-oriented Self-interests : student success, money, University reputation, Influentials : The First Presidency and other church leaders, previous administrators,

other University Administration. Prime Information Channels : Journals, email, Internet/websites, Faculty meetings,

newsletters/magazines Relationship to Client : Invested interest in BYUSA

Volunteers of BYUSA Demographics : 18-26, single or married, students Psychographics : Invested in BYU, care about philanthropy, generally LDS, do not mind

volunteering their time Self-interests : improve BYU, create successful events/opportunities for students Influentials : BYUSA advisors/staff, President, administration Prime Information Channels : meetings, e-mail, texting, social media Relationship to Client : they work for the client- strong and positive

BYU Dining Services Demographics : Ranging from students to faculty, operates under BYU Psychographics : operate in an LDS environment Self-interests : profit, getting customers Influentials : BYU administration, BYU community, FDA Prime Information Channels : memos, email, staff meetings Relationship to Client : Aware of BYUSA but no direct connection

Situation Analysis

Brigham Young University (BYU) is a university in Provo, Utah, hosting roughly 33,000undergraduate students as well 4,500 faculty and staff. Many are affiliated with The Church ofJesus Christ of Latter-day Saints and adhere to a strict code of conduct known as the Word ofWisdom prohibiting the consumption of alcohol, tea, coffee and illegal drugs. Although studentssign contracts to abide by the Word of Wisdom and the Honor Code which encourages healthyliving, some still lack the exercise and nutrition habits necessary for optimal health. BrighamYoung University Student Service Association (BYUSA) has offered $5,000 to create acommunication effort to increase healthy living among the students of BYU.


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Research shows the number of BYU students that exercise four to seven times a week is onlyabout 38%. BYU offers a number of exercise facilities for free to full time students and researchshows that only about half of the current students take advantage of those facilities. 52% of BYUstudents are consuming five or less eight-ounce glasses of water per day on average, which is

considerably less than the recommended eight eight-ounce glasses of water per day.Research shows that BYU students are generally unaware of how many servings of fruits andvegetables they should eat on a daily basis. In addition, roughly half of BYU students do notconsume the recommended serving of fruits or vegetables suggested by the FDA. According toBYU students, the major setbacks for eating healthily are a limited budget and inconvenience. Asrecent Gallop Polls show, nearly 75% of people understand what healthy eating is. As a result,there is a need for education regarding specific servings and how to eat healthy quickly andinexpensively. Currently, research shows that the majority of students at BYU are not getting therecommended amount of daily exercise, water, or fruits and vegetables.

Core ProblemBYU students show a lack of awareness of how to eat healthy quickly and inexpensively and failto take advantage of the healthy living opportunities at BYU. Failing to address thesedeficiencies will further exacerbate the problem of unhealthy living and obesity.


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Action Planning

Goals The goal of the communication effort is to raise awareness and provide sufficient education tomotivate the BYU community to adopt healthier lifestyles and develop habits of healthy living.

Objectives

To increase the use of the exercise facilities BYU offers from 55 % to 75% by October31, 2011.

To increase the number of people that exercise 4-7 times a week from 38% to 55% byApril 30, 2012.

To increase the awareness of how many servings of fruits and vegetables a normal personneeds to 90 % by April 31, 2012

To decrease the percentage of people who consume 0-1 servings of vegetables from 47%

to 25 % by April 30, 2012. To decrease the percentage of people who consume 0-1 servings of fruit per day 42% to25% by April 30, 2012.

To increase the awareness of the calories people are consuming from 49% to 75% byApril 30, 2012.

To increase the percentage of people who drink 6 or more 8 oz glasses of water per dayfrom 47% to 60% by April 30, 2012.


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Key Public: Freshman residing on-campus

Public Profile Demographics : 18-19, single, have meal plans, low income/no income Psychographics : LDS, social (constantly around peers)

Self-interests : school, grades, social life, dating Influentials : teachers, friends, RA, Ward leadership, parents Prime Information Channels : wards, hall meetings, internet, social networking, bulletin

boards in dorms, word of mouth, campus events, e-mail Relationship to Client : Probably has the strongest relationship because they participate

in BYUSA activities and services the most

Messages Primary Message: Avoid The freshman 15 by using on campus resources Secondary Messages

o 24 percent of young adults are considered obese with another 28 percentconsidered overweight.o Only 36 percent said they get regular exercise while 26 percent regularly lift

weights.o Diet is significantly related to grade point average.o Eating the correct amount of nutrients from the food groups is essential for the

body s proper function.

Strategies & Tactics To motivate Freshman to eat more fruits and vegetables and other healthy foods through

print mediao Table tents in the Cannon Centero Posters posted in residence halls with the hours and location of all on-campus

health facilitieso A food guide on display in the Cannon Center cafeteria and the CougarEat giving

suggestions for quick, healthy mealso A brochure given to all Freshman at orientation to inform and educate them about

the healthy living and the resources available to them at BYUo Press release sent to each freshmen ward to be read at Family Home Evening.o Activity guide that goes along with the press release for active on-campus catered

Family Home Evening activities.o

Window stencils for each dorm room. To motivate Freshman to live healthier through the Interneto Website (healthyliving.byu.edu) with links to all other internet resources, nutrition

facts, facility hours, locations, etc.o Twitter account to update students on on-campus deals and fitness/nutrition

opportunitieso YouTube series with aerobics videos, zumba, pilates, yoga, etc.


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o E-mail newsletter with coupons to healthy food establishments and fitness/sportsequipment

o iPhone application offering a calendar with a personalized schedule for exerciseand food

o Facebook page where students can tell each other about fitness and health

opportunities in the community.o Facebook page for each competition so it can be passed from freshman tofreshman.

To motivate Freshman to learn about and develop healthy living habits by holding eventso BYU fitness day (booths around campus once a month to inform students, use

fliers)o BYU athlete day (advertise the same as fitness day with booths and fliers)o Carnival sponsored by exercise science students and dietitianso Support Involvapalooza event scheduled for Sept 6 8 that is creating awareness

of healthy living as well as educate regarding what healthy living is for students.For freshman specifically, we will emphasize the need to make good habits early

in college and be healthy now to avoid the freshman 15. o Competition between Resident Halls tracking work out hours and servings offruits and vegetables with a rule sheet given to each resident hall.

o Week of The Unheard Sports - sports that don t make it into the Olympics -water aerobics, wallyball, innertube water polo, vollytensocpongball, etc. - onlycost money to advertise - the equipment would most likely be donated.

o Organized resident hall runs.o Freshman Orientation - Wellness presentation. Each freshman given a water

bottle that attaches to their backpack to keep hydrated with knowledge of howmuch they should be drinking per day.

o Walk On Campaign. Encourages walking over driving. Dates last longer if youhave to walk to where you re going. Big poster in the Wilkinson Center and aFacebook event page.

o Amazing Race freshman version: Rule sheet given to each dorm, obstaclecourse are things already in place, no cost.


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Key Public: Single students residing off-campus

Public Profile Demographics : 18-26, single, low income may have a part time job Psychographics : LDS, social, growing more self-reliant

Self-interests : dating, school, grades, social life Influentials : friends, church leadership, parents, teachers Prime Information Channels : wards, social networking, internet, TV, e-mail Relationship to Client : Aware of BYUSA and attend some of their events

Messages Primary Message: by using on campus resources and facilities you can have more money

for dating and look better. Secondary Messages

o Gym memberships can run as high as $30/month.o Majority of students live closer to a BYU physical facility than to a sports club.o 50 percent of all new health club members quit within the first six months of

signing up and 90 percent of those who join health and fitness clubs stop goingregularly within the first 90 days.

o Eating habits acquired in college will carry into adulthood.

Strategies and Tactics To motivate single students residing off-campus to take advantage of on-campus health

facilities through the Interneto Provide easy online ordering of healthy dessert platters for FHE groupso

Website (healthyliving.byu.edu) with links to all other internet resources, nutritionfacts, facility hours, locations, etc.o Produce online menus that advertise healthy, inexpensive food options that are

available in the Cougareato Twitter account to alert students about on-campus deals and fitness/nutrition

opportunities To motivate students to increase exercise and eat healthier food through the Internet

o Twitter account to update students on on-campus deals and fitness/nutritionopportunities

o YouTube series with aerobics videos, zumba, pilates, yoga, etc.o E-mail newsletter with coupons to healthy food establishments and fitness/sports

equipmento iPhone application offering a calendar with a personalized schedule for exerciseand food

o Facebook page describing where the community can come together and shareideas.

o BYUCook Blog with simple, inexpensive and healthy recipes.o Website Calendar application that allows the student to create a personalized

workout schedule.


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o Ward Google calendars to set up running/exercise groups, rides to the gym, anddinner groups.

To motivate students to eat a more balanced diet through print mediao Create magnets with fruit and vegetable recommendations to give to each off-

campus student for their refrigerators.o

Print healthy, easy recipes in the Daily Universe with an At Home article eachweek.o Provide a brochure with ideas for healthy packed lunches at each event.o A food guide (poster) on display in the Cannon Center cafeteria and the

Cougareat giving suggestions for quick, healthy mealso Press release given to each ward to encourage healthy living, read in each family

home evening group.o Activity guide in press release catered to off campus activities for family home

evening groups. To motivate single students residing off-campus to adopt healthy living habits by holding

eventso

Offer a free class on-campus teaching students how to plan meals that are bothquick and inexpensive.o FHE activity open to all off-campus FHE groups that is all about healthy living.o BYU fitness day (tables around campus once a month to inform students).o BYU athlete day.o Carnival sponsored by exercise science students and dietitians - give a budget to

give the other students in charge.o Support Involvapalooza event scheduled for Sept 6 8 that is creating awareness

of healthy living as well as educate regarding what healthy living is for students.o Healthy Date Night in each ward. Includes a physical activity and a balanced

home cooked meal. - email to the ward leaderso FHE Water Night. Lesson in hydration with activities revolving around water -

ice skating, swimming, seven peaks, or water balloon fight, etc. - email to theward leaders

o FHE Family Reunion - playing all the games you played at family reunionsgrowing up. Water balloon toss, potato sack races, egg on a spoon carrying.Each family brings an original dish implementing learned nutrition guidelines

from a previous lesson.o On campus Zumba and weight classes. - email to the ward leaderso Walk On campaign encouraging walking over driving to the store, for ice

cream, to the library. Also, dates last longer if you have to walk to where you aregoing. - Facebook, poster in the Wilkinson Center, Twitter, website


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Key Public: Married students

Public Profiles Demographics : 18-26, married, some have kids, probably poor/low income, one or both

are students

Psychographics : family-oriented, LDS, social, involved in church activities Self-interests : looking towards graduation probably, family Influentials : parents, teachers, friends, church leadership Prime Information Channels : wards, TV, internet, e-mail Relationship to Client : Less involved on campus and less influenced by BYUSA

Messages Primary Message: Your future family is depending on you to live a healthy lifestyle and

be a good example Secondary Messages

o Obesity is a problem, even in childhoodo Children follow the examples of their parentso Children with healthy parents often grow up to be healthy themselveso Living healthily will create habits to benefit yourself and your familyo Learning to make healthy meals inexpensively and quickly will make staying

healthy easier for your family

Strategies & Tactics To motivate married students to eat healthy and exercise through campus events

o Extracurricular classes teaching married students how to build nutritious meal

plans for families on a budgeto BYU fitness day (booths around campus once a month to inform students)o BYU athlete dayo Carnival sponsored by exercise science students and dietitianso Support Involvapalooza event scheduled for Sept 6 8 that is creating awareness

of healthy living as well as educate regarding what healthy living is for students To motivate married students to eat healthy and exercise through print media

o Posters in Wilkinson Student Center advertising the extracurricular classeso Print healthy, easy recipes in the Daily Universeo Provide a brochure with ideas for healthy lunches at events.o A food guide (poster) on display in the CougarEat giving suggestions for quick,

healthy meals To motivate married students to eat healthy and exercise through the Interneto Have popular newly married/family blogs advertise the healthy living campaigno Send email inviting married students to attend eventso BYU Cook Blog with recipes for healthy, inexpensive foods.o YouTube series with aerobics videos, zumba, pilates, yoga, etc.


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o E-mail newsletter with coupons to healthy food establishments and fitness/sportsequipment. A volunteer gathers information on deals and coupons and informsothers.

o Website (healthyliving.byu.edu) with facility hours, rules, locations, etc.o A calendar application on the website with options at BYU to set up a

personalized schedule for exercise and food.o iPhone application offering a calendar with a personalized schedule for exerciseand food


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Key Public: BYU Dining Services

Public Profile Demographics : Ranging from students to faculty, operates under BYU Psychographics : operate in an LDS environment

Self-interests : profit, getting customers Influentials : BYU administration, BYU community, FDA Prime Information Channels : memos, email, staff meetings Relationship to Client : Aware of BYUSA but no direct connection

Messages Primary Message: by offering healthier food alternatives you will improve the quality of

life at BYU Secondary Messages

o 3-5 servings of vegetables and 2-4 servings of fruit is recommended in the food

guide pyramido 84% of BYU Students eat 0-3 servings of fruit per day and 85% eat 0-3 servings

of vegetables.o 65% of students said they ate on campus once or more every week.o 75% of students cited convenience as a reason they didn t eat healthily. o The Nutrition tips page on the Dining Services website is not on the main page,

which makes it difficult for students to find.

Strategies & Tactics To motivate BYU Dining Services to provide healthier eating options and to encourage

healthy choices through personal contacto Send memo informing them of the campaigno Hold a meeting informing them of what we will be providing and convince them

to support the cause Provide with buttons with nutritional facts for employees to wear Provide with table-tents including nutritional information about

recommended servings of fruit/veggies etc


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Key Public: BYUSA Volunteers

Public Profile Demographics : 18-26, single or married, students Psychographics : Invested in BYU, care about philanthropy, generally LDS, do not mind

volunteering their time Self-interests : improve BYU, create successful events/opportunities for students Influentials : BYUSA advisors/staff, President, administration Prime Information Channels : meetings, e-mail, texting, social media Relationship to Client : they work for the client- strong and positive

Messages Primary Message: Your future family is depending on you to live a healthy lifestyle and

be a good example Secondary Messages

o When health goes up, it affects all the other aspects of your life (Zion communityetc)o Serotonin is our happy hormone, and it is made from the nutrients we eat every

day. If we don t get the proper amount of nutrition, it can cause the body to notmake enough serotonin which can lead to depression and other issues.

o Exercise releases endorphins which make people happy and relieves stress.

Strategies & Tactics To motivate BYUSA volunteers to support our campaign and help with creating tactics

and advertising for the various events through interneto

Email/Memo to inform them of the campaigno Emails informing how volunteers can helpo Facebook group to recruit volunteerso Facebook event pages for specific events

To motivate BYUSA volunteers to support our campaign and help with creating tacticsand advertising for the various events through personal contact

o Hold a BYUSA meeting about what volunteers need to doo Create a committee of BYUSA volunteers to lead the campaign


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Calendar


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Key Public Freshmen April1 2 3 4

May1 2 3 4

June1 2 3 4

July1 2 3 4

Aug1 2 3 4

Sep1 2 3 4

Oct1 2 3 4

Nov1 2 3 4

Dec1 2 3 4

Jan1 2 3 4

Feb1 2 3 4

Mar1 2 3 4

Ap1 2

Strategy : MotivateFreshman to eatmore fruits andvegetables andother healthy foodsthrough printmediaTactics : Table Tents X X X X X X X X X X X X X X X X X X X X X X X X

Residence Posters X X X X X X X X X X X X X

Food Guide XBrochure X XPress Release XFHE Activity Guide X XWindow Stencils X X

Strategy : Tomotivate Freshmanto live healthierthrough theInternetTactics : Website X

Twitter XYouTube X X X X X X X X X X X X Email Newsletter X X X X X X X

iPhone App XFacebook Page XFacebook Competition X X

Strategy: Tomotivate Freshmanto learn about anddevelop healthyliving habits byholding eventsTactics: Fitness Day X X X X X X X X X X X X

Athlete Day X XCarnival XInvolvapalooza XDorm Competition X


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Unheard Sports Week XOrganize Runs X X X X X X X X X X X X X X X X X X X X X X X X Freshman Orientation XWalk -on XAmazing Race X


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Key Public Single off-campus April1 2 3 4

May1 2 3 4

June1 2 3 4

July1 2 3 4

Aug1 2 3 4

Sep1 2 3 4

Oct1 2 3 4

Nov1 2 3 4

Dec1 2 3 4

Jan1 2 3 4

Feb1 2 3 4

Mar1 2 3 4

Ap1 2

Strategy : Motivatesingle studentsresiding off-campusto take advantageof on-campushealth facilitiesthrough theInternetTactics : FHE Online Desserts X

Website XOnline Menus XTwitter X X

Strategy : Motivatestudents toincrease exerciseand eat healthierfood through theInternetTactics : Twitter X

YouTube X X X X X X X X X X X X Email Newsletter X X X X X X XiPhone App XFacebook X

Cooking Blog XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX Workout Calendar XWard Google Calendar XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX XX

Strategy: Motivatestudents to eat amore balanced dietthrough printmediaTactics: Magnets X

Recipes in DU XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX Brochure X X X X X XFood Guide Poster XPress Release XActivity Guide X X X X X X X X X X X X


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Strategy: Tomotivate singlestudents residingoff-campus toadopt healthy livinghabits by holdingeventsTactics: Meal Plan Class X X

FHE Activity XFitness Day X X X X X X X X X X X X Athlete Day X X

Involvapalooza X XHealthy Date Night X X XFHE Water Night X XFHE Family Reunion XFitness Classes X X X X X X X X X X X X Walk -on X


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Key Public Married Students April1 2 3 4

May1 2 3 4

June1 2 3 4

July1 2 3 4

Aug1 2 3 4

Sep1 2 3 4

Oct1 2 3 4

Nov1 2 3 4

Dec1 2 3 4

Jan1 2 3 4

Feb1 2 3 4

Mar1 2 3 4

Ap1 2

Strategy : Motivatemarried students toeat healthy andexercise throughcampus eventsTactics : Extracurricular Classes X X X X X X X

Fitness Day X X X X X X X X X X X X XAthlete Day X XCarnival X

Involvapalooza XStrategy : Motivatemarried students toeat healthy andexercise throughprint mediaTactics : Posters in Wilk X X X X X X X X X X X X X

Daily Universe Coupons XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXDaily Universe Recipes XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXBrochure X X X X X XCougareat Food Guide X

Strategy: Motivatemarried students toeat healthy and

exercise throughthe internetTactics: Family blog advertising X X X X X X X

Send email newsletter X X X X X X XCooking Blog XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX XXXX XYouTube Series X X X X X X X X X X X X XWebsite XiPhone app X


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Key Public BYU Dining Services April1 2 3 4

May1 2 3 4

June1 2 3 4

July1 2 3 4

Aug1 2 3 4

Sep1 2 3 4

Oct1 2 3 4

Nov1 2 3 4

Dec1 2 3 4

Jan1 2 3 4

Feb1 2 3 4

Mar1 2 3 4

Ap1 2

Strategy : MotivateBYU Dining Servicesto provide healthieroptions and toencourage healthychoices throughpersonal contactTactics : Memo X X X X

Meeting X X

Buttons X XTable tents X X


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Key Public BYUSA Volunteers April1 2 3 4

May1 2 3 4

June1 2 3 4

July1 2 3 4

Aug1 2 3 4

Sep1 2 3 4

Oct1 2 3 4

Nov1 2 3 4

Dec1 2 3 4

Jan1 2 3 4

Feb1 2 3 4

Mar1 2 3 4

Ap1 2

Strategy : MotivateBYUSA volunteersto support ourcampaign and helpwith creatingtactics andadvertising for thevarious eventsthrough the

InternetTactics : Email/Memo X X X X

Emails how to help X X X X X X X XFacebook group X X X X X X X X X X X XFacebook event pages X X X X X X X X X X X

Strategy: MotivateBYUSA volunteersto support ourcampaign and helpwith creatingtactics andadvertising for thevarious eventsthrough personalcontactTactics: Meeting X X X X X X

Committee X X X


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Budget


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Budget Summary


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EvaluationObjective 1 Criteria : 75% of students take advantage of the exercise facilities BYU offers within sixmonths.Tool : Survey use of exercise facilities halfway through the campaign and at the end of the

campaign and compare the progress to the original results.

Objective 2 Criteria : 55% of people exercise 4-7 times per week within the year.Tool : Survey the amount of times students exercise per week halfway through the campaign andat the end of the campaign and compare the progress to the original results.

Objective 3 Criteria : 90% of students are aware of how many servings of fruit and vegetables a normal

person needs within a year.Tool : Survey the awareness of the amount of servings of fruit and vegetables are recommended

halfway through the campaign and at the end of the campaign and compare the progress to theoriginal results.

Objective 4 Criteria : 22% fewer students consume only 0-1 servings of vegetables per day within 12months.Tool : Survey the consumption of vegetables halfway through the campaign and at the end of thecampaign and compare the progress to the original results.

Objective 5 Criteria : 17% fewer students consume only 0-1 servings of fruit per day, within 12 months.

Tool : Survey the consumption of fruit halfway through the campaign and at the end of thecampaign and compare the progress to the original results.

Objective 6 Criteria : 75% of students are aware of the amount of calories they consumer per day within 12months.Tool : Survey the awareness of calories consumed per day halfway through the campaign and atthe end of the campaign and compare the progress to the original results.

Objective 7 Criteria : 60% of students drink 6 or more 8 oz glasses of water per day within the next year

Tool : Survey the amount of beverages consumed by students per day halfway through thecampaign and at the end of the campaign and compare the progress to the original results.


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Works Cited

American Heart Association. (2010) Get Active Now! Retrieved from

http://www.heart.org/HEARTORG/GettingHealthy/

Center for Disease Control. (2010, February 23). Nutrition for everyone . Retrieved from

http://www.cdc.gov

Center for Disease Control. (2010, September 23). Sleep and sleep disorders . Retrieved from

http://www.cdc.gov/features/sleep/

Mayo Clinic Staff, . (2010, April 17). Water: how much should you drink every day? . Retrieved

from http://www.mayoclinic.com Sentry Health Monitors, Initials. (2010). Food guide pyramid . Retrieved from

http://www.lifeclinic.com
http://www.heart.org/HEARTORG/GettingHealthy/PhysicalActivity/GettingActive/Getting-Active_UCM_001189_SubHomePage.jsphttp://www.heart.org/HEARTORG/GettingHealthy/PhysicalActivity/GettingActive/Getting-Active_UCM_001189_SubHomePage.jsphttp://www.cdc.gov/http://www.cdc.gov/http://www.cdc.gov/features/sleep/http://www.cdc.gov/features/sleep/http://www.mayoclinic.com/http://www.mayoclinic.com/http://www.mayoclinic.com/http://www.mayoclinic.com/http://www.cdc.gov/features/sleep/http://www.cdc.gov/http://www.heart.org/HEARTORG/GettingHealthy/PhysicalActivity/GettingActive/Getting-Active_UCM_001189_SubHomePage.jsp


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Appendix A: Exercise Survey

1. Are you a BYU Student

# Answer Response %

1 Yes 49 89%

2 No 6 11%

Total 55 100%

2. Gender

# Answer Response %1 Male 26 47%

2 Female 29 53%

Total 55 100%

3. Age

Statistic Value

Total Responses 54

4. Marital Status

# Answer Response %

1 Single 45 82%

2 Married 9 16%

3 Married with children 1 2%

Total 55 100%


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5. Do you have a gym membership

# Answer Response %

1 Yes 16 29%

2 No 39 71%Total 55 100%

6. If no, why?

Statistic Value

Total Responses 37

7. Do you participate in intramural sports on campus?

# Answer Response %

1 Yes 18 33%

2 No 37 67%

Total 55 100%

8. How many times a week do you exercise?

# Answer Response %

1 0 4 7%

2 1-3 30 55%

3 4-6 20 36%

4 7 or more 1 2%

Total 55 100%


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9. What keeps you from exercising regularly?

# Answer Response %

1 Time 42 79%

2 Kids 0 0%3 School 37 70%

4 Transportation 5 9%

5 Lack of motivation 30 57%

6 Other 8 15%

10. Do you participate in Exercise Science classes at BYU?

# Answer Response %

1 Yes 20 36%

2 No 35 64%

Total 55 100%

11. Do you use the campus exercise facilities?

# Answer Response %

1 Yes 30 55%

2 No 25 45%

Total 55 100%

12. If no, why?

Statistic Value

Total Responses 23


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13. I value regular exercise.

# Answer Response %

1 Strongly Agree 26 47%

2 Agree 25 45%3 Neither Agree nor Disagree 4 7%

4 Disagree 0 0%

5 Strongly Disagree 0 0%

Total 55 100%

14. How many hours of sleep do you get per night on average?

# Answer Response %

1 Less than 3 0 0%

2 4-5 6 11%

3 6-7 40 73%

4 8 or more 9 16%

Total 55 100%


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15. What are your favorite forms of exercise (check all that apply)?

# Answer Response %

1 Ski/Snowboard 18 33%

2 Rock Climbing 18 33%3 Hiking 25 45%

4 Team Sports 26 47%

5 Long Distance Running 4 7%

6 Jogging 25 45%

7 Fitness classes 24 44%

8 Weight lifting 26 47%

9 Dance 24 44%

10 Cross-training 3 5%

11 Kick-boxing 6 11%

12 Yoga/Pilates 18 33%

13 Cycling 16 29%

14 Swimming 23 42%

16. Do you feel BYU offers adequate opportunities for exercise?

# Answer Response %

1 Yes 44 80%2 No 11 20%

Total 55 100%


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Appendix B: Nutrition Survey & Results

1. Are you a BYU student?

# Answer Response %

1 Yes 119 95%

2 No 6 5%

Total 125 100%

2. Age

Statistic ValueTotal Responses 123

3. Gender

# Answer Response %

1 Male 40 32%

2 Female 85 68%

Total 125 100%

4. Marital Status

# Answer Response %

1 Single 110 88%

2 Married 11 9%

3 Married with children 4 3%

Total 125 100%


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5. One serving of fruit is about cup. How many servings of fruit doyou eat per day?

# Answer Response %

1 0-1 53 42%2 2-3 53 42%

3 3-4 14 11%

4 5-6 3 2%

5 More than 6 2 2%

Total 125 100%

6. One serving of vegetables is about cup. How many servings of

vegetables do you eat per day?

# Answer Response %

1 0-1 59 47%

2 2-3 48 38%

3 3-4 11 9%

4 5-6 4 3%

5 More than 6 3 2%

Total 125 100%

7. How often do you eat breakfast?

# Answer Response %

1 Never 9 7%

2 1-2 days a week 20 16%

3 3-5 days a week 34 27%

4 6-7 days a week 62 50%

Total 125 100%


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8. What is your average daily water intake?

# Answer Response %

1 0-2 8-ounce glasses 15 12%

2 3-5 8-ounce glasses 51 41%3 6-8 8-ounce glasses 35 28%

4 9-11 8-ounce glasses 18 15%

5 More than 11 8-ounce glasses 5 4%

Total 124 100%

9. How conscious are you of the amount of calories you consumedaily?

# Answer Response %

1 I count and monitor all my calories 0 0%

2 I casually limit my portions 63 51%

3I dont pay attention to my calorieconsumption

60 49%

Total 123 100%

10. How many times per week do you eat on campus?

# Answer Response %

1 Never 43 35%

2 1-2 days a week 45 36%

3 3-5 days a week 24 19%

4 6-7 days a week 12 10%

Total 124 100%


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11. How often do you cook for yourself at home?

# Answer Response %

1 Daily 58 47%

2 Several times a week 44 36%3 Several times a month 9 7%

4 Never 12 10%

Total 123 100%

12. What keeps you from keeping healthily (select all that apply)?

# Answer Response %

1 Budget 67 55%

2 Convenience 92 75%

3 Transportation 24 20%

4 Time 93 76%

5 Other 20 16%

13. How often do you buy snacks or drinks from the vendingmachines on campus?

# Answer Response %

1 Daily 7 6%

2 Several times a week 25 20%

3 Several times a month 46 37%

4 Never 46 37%

Total 124 100%

14. What do you normally buy from the vending machine?

Statistic Value

Total Responses 103


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Tactics


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BRIGHAM YOUNG UNIVERSITY STUDENT SERVICE ASSOCIATIONBYUSA 3400 WSC PROVO, UT 207-222-2600 EMAIL: [email protected]

CONTACT: BYU/SA

207-222-2600FOR IMMEDIATE RELEASEMarch 24, 2011

BYUSA to sponsor healthy living campaign

PROVO As a result of recent national health concerns, BYUSA has moved to design acampaign to educate students on the importance of making healthy lifestyle choices. Eventhough BYU is the number 1 Stone Cold Sober Campus, and all students are required to followthe strict Honor Code and the Word of Wisdom, studies have shown that alcohol and drugabuse aren't the only factors in an unhealthy lifestyle.

Just as important are decisions like eating a balanced and healthy diet, exercisingregularly, drinking plenty of water, and getting an adequate amount of sleep. Research showsthat BYU students aren't getting the full benefits of a healthy lifestyle, even though they are notpartaking in the risky behaviors that many other schools have to deal with.

Students should feel that they are in control of their lives, and making healthy lifestyledecisions will help them to feel like they are. BYU/SA's main goal in this endeavor is toempower students and help them create habits that they can carry on in their lives, so they can

be examples to their future families.

BYUSA will be sponsoring and promoting events and activities to help raise awareness inthe coming year.

# # #


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Here are just a few of the manyfree opportunities BYU provides foryou here on campus:

Smith Fieldhouseo Student Weight Roomso Indoor Track

Richards Buildingo Racquetball Courtso Basketball Courtso Swimming Pool

BYU Dining Serviceso Now providing

convenient,affordable, andhealthier meals

Twitter @BYUHealthyLivingReceive direct updates about nutritionand exercise opportunities on andaround campus

Facebook.com/BYUhealthylivingFollow us on Facebook to receiveadditional special deals exclusively forBYU students

YouTube.com/BYUhealthylivingSubscribe to the YouTube channel andlearn great ways to stay in shapethrough various forms of exercise

The Daily UniverseGet recipes for healthy eating andreceive coupons for grocery stores andrestaurants that provide affordableoptions for healthy food

WE KNOW YOU ARE LIVING

ON A BUDGETWE KNOW YOU HAVE ABUSY SCHEDULE WE CAN MAKE HEALTHYLIVING EASY FOR YOU.

How to Stay Connected

BYUSAWilkinson Center 3400

healthyliving.byu.edu

Living Healthyat BYU


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Unfortunately, BYU is not immuneto the recent trends of increasingobesity rates and other generalunhealthy habits found in manyyoung adults. Obesity can begin inearly childhood and althoughgenetics can have an effect, it isyour responsibility to develophealthy living habits through regularexercise and proper nutrition. Jointhe BYU community in our quest for

health futures.

Everyone is different and yourspecific needs can vary from those ofother students. Now is the time totake the initiative to learn what yourunique needs are. Visit the Y-Be-Fitoffice for one-on-one assessment andother counseling programs that willhelp you live a healthier life. The Y-Be-Fit office is in 127 RB, and you canschedule an appointment by calling

(801)422-4494.

FREQUENTLY ASKED QUESTIONS

Q A

Q A

Q A

For an average college student,how much exercise is necessaryto stay healthy and in shape?

The CDC recommends 2.5 hours(150 minutes) of moderatelyintense aerobic activity everyweek. In addition, 2 days ofmuscle-strengthening activities i salso necessary. Of course, this is

nonspecific and your workoutschedule should be tailored toyour specific needs.

How many servings of fruits andvegetables should I eat everyday? How much is one serving?

The CDC recommends 3-5servings of vegetables and 2-4servings of fruit. A serving isroughly a cup. Again this isjust a generalized rule-of-thumb.

What if I don t have the moneyand time to exercise and eathealthy?Contrary to what you maybelieve, eating healthy andgetting enough exercise doesnhave to be difficult-even for abusy student. We have manyresources to teach you how youcan adopt healthier lifestyles.See the backside of this brochureto find out all of the resourcesavailable to you as a BYUstudent.

BEING HEALTHY DOESN T HAVE TO BE DIFFICULT.


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YouTube Channel


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Blog


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Buttons


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PUBLIC SERVICE ANNOUNCEMENT

Contacts:

Jane Doe, Brigham Young University Student Service Association801-422-3901

Script:

BYU has joined the fight against obesity. Join the BYU community in changing your life for the

better. Stop by the booths found around campus every first Thursday of the month to learn more

about your personal exercise and nutritional needs. Find out more information and getinformation about upcoming events and deals by going to BYUs healthy living website at

healthyliving.byu.edu or, search BYU Healthy Living to find us on Facebook and Twitter. Now

is the time to develop the habits for a successful and healthy life.


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Refrigerator Magnet

Eating enough Fruits and Veggies?

We didnt think so. The USDA recommends that people eat 3-5 servings of vegetables and

2-4 servings of fruit every day in order to stay healthy

Ideas for Vegetables:

Snack on baby carrots

Switch fries out for salad

Celery with peanut butter or cream

Ideas for Fruit:

Sliced apples

Chilled or frozen grapes

Bananas


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About BYU Healthy Living

Upcoming Events

Exercise

Diet/Nutrition

Fruits and Veggies Challenge

Campus/Community

Sleep/Stress Management

IGHAM YOUNG UNIVERISTY

RELAX Breathe deeply Listen to favorite music Eat healthy, well balanced diet Make time for YOU every day Laugh Get at least 7 hours of sleep

each night Drink lots of water Get moving! Get those

endorphins flowing!


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Event sponsoredby BYU

Questions?Check out our Facebook page athttp://www.facebook.com/event.php?eid=involvapalooza

Receive updates on events by

September 6-8, 2011

Come see for yourself, and getinvolved!Special emphasis on healthyliving. Come learn how beingphysically healthy canimprove your grades!BYU offers many resourcesand facilities for FREE. Savingmoney through BYU!Stay tuned for more futureactivities including SportsYouve Never Heard Of,Amazing Race, the Carnivaland much more!Still more Questions?

E-mail [email protected]


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Sept. 6 - 8,2011

Want to avoid The freshman 15? Want to pay less for food and exercise to look bet-

ter? Want to see a giant Ferris Wheel in BrighamSquare???... Just for fun!

Event sponsored byBYUSA

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235 BYUSA Group Campaign

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