Digital MyPlate: Empowering Healthy Eating HabitsAmanda EamichSchool of Media and Public AffairsAugust 4, 2011

Amanda Eamich l SMPA Capstone

Obesity Trends in America

Amanda Eamich l SMPA Capstone

Food Guide Pyramid (1992)

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MyPyramid (2005)

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MyPlate (2011)

• Simple and straightforward visual cue

• Recommended proportions of major food groups

• Easily personalized to diet, culture and preferences

Amanda Eamich l SMPA Capstone

Health Communications and MyPlate

•Web Communications Strategy•Health and Behavior Change

▫Social marketing and a Transmedia Approach

•Strategic alliances and partners•Empower consumers through an

educational, fun and engaging online strategy

•Information -> Action

Amanda Eamich l SMPA Capstone

Health Behavior Campaigns

•Ecological model▫Communication in a Social Context

•Social marketing – Health as a Product

•Call to action and Self-efficacy

•Individual within the Community

Amanda Eamich l SMPA Capstone

Five-A-Day For Better Health

•General health promotion and encouragement

•Low sense of urgency, concrete benefits

•Social Networks critical to adoption•Hands-on experience and personalization•Quick tips for a busy lifestyle

•Simplify and incentivize healthy eating habits

Amanda Eamich l SMPA Capstone

Anti-Smoking Campaigns

• Direct, relevant and engaging

• Confront social pressure

• Empower through education

• For youth, by youth

• Relevant, educational web-based social environment

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VERB: it’s what you do.

•Multi-channel, multi-year campaign for tweens

•Phased approach for behavior change▫Awareness -> Initiate -> Reinforce and

Encourage -> Maintain•Interactive, game-oriented design•Broadcast/online communication inspires

offline activity

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MyPlate Communication Strategy

• Engagement - General public, teens and nutritional gatekeepers

• Empowerment - Skill- and confidence-building

• Entertainment

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Setting the stage

•61 % of adults online seek health-related information▫Older teens, lower-income households

more likely to go online•¾ Teens (12 – 17) own and use cell

phones▫Average 50 text messages per day▫11% send e-mail daily▫¼ teens online will “fan” a Facebook page

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ChooseMyPlate.gov

• Social engagement

• Incentive to participate

• Online community

• Recipes and more

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Amanda Eamich l SMPA Capstone

Web-based tactics• Blogger

roundtables

• Twitter outreach and engagement

• School-based learning

• Journal and track healthy eating

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For teens: MyPlate, My Choice•Social modeling for a healthier, more

fulfilling life with friends

•Gaming and challenges

•Virtual Worlds

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Nutritional Gatekeepers

•Individual choices become family habits

•Tips for busy lifestyles•Recipes, cooking techniques, coupons•Social integration online and through

strategic partners

Amanda Eamich l SMPA Capstone

Amanda EamichSchool of Media and Public Affairs

Capstone Defense

August 4, 2011