exercise is medicine campaign

7/28/2019 Exercise is Medicine Campaign

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Table of Contents

I. Thank YouII. Executive SummaryIII. IntroductionIV. Research

a. Client Analysisb. Publics Analysisc. Situation Analysis

V. PlanningVI. Implementation

a. Brochureb. Newsletterc. Flierd. Partnershipse. QR Codef. Press Release

i. Traditionalii. Email

g. Backgroundersi. Exercise is Medicine

ii. Health Promotion and Wellness Servicesiii. Coca-Cola Company

h. FAQsi. Health Promotion and Wellness Services

ii. Exercise is Medicinei. Factsheets

i. Health Promotion and Wellness Servicesii. Exercise is Medicine

iii. Tiger Diningj. Memes

VII. EvaluationVIII. Appendices

a. Initial Surveyb. Final Survey-1c. Final Survey -2

IX. References


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!!

!!Anthony'Alfano'''''''Brittney'Dobbs''''''''Nikolett'Juhasz' '''''Scott'Kelley'''''''''''''Jessica'Smith'[email protected][email protected][email protected][email protected][email protected]!

!

!

!April 25, 2013

!

!

Dear!Eric!Smith!and!Matthew!Goodloe,!!!!!!!!!!!!!

We!wanted!to!thank!you!for!the!amazing!opportunity!you!have!provided!by!allowing!us!to!

become!part!of!the!Health!Promotion!and!Wellness!Services!family!and!work!on!the!

Exercise!is!Medicine!campaign.!It!has!been!an!honor!for!all!of!us!involved!to!contribute!to!

this!great!project,!and!we!are!excited!to!see!the!Exercise!is!Medicine!program!launch!in!the!

fall.!

!The!creation!of!the!campaign!was!a!great!learning!experience,!as!it!allowed!us!to!build!on!

the!necessary!skills!needed!to!succeed!in!the!public!relations!field.!For!that,!we!are!incredibly!grateful.!

!We!hope!that!you!feel!the!partnership!was!equally!beneficial!and!will!ultimately!impact!the!

Exercise!is!Medicine!initiative!positively.!Once!again,!thank!you!for!this!opportunity.!

!Sincerely,!

!

!

Anthony!Alfano! ! ! Brittney!Dobbs! ! ! Nikolett!Juhasz!

!

!

!

Scott!Kelley! ! ! ! Jessica!Smith!!

!

!!

Auburn!University!Public!Relations!students!


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Executive Summary

Health Promotion and Wellness Services approached our group for help with

Exercise is Medicine, an initiative set to launch in fall 2013. Since Exercise is Medicine

is a new initiative, our group contributed to the planning portion of the initiative, in

addition to creating a public relations plan. As a group, we acted as an outside public

relations consulting firm. We conducted research on other schools that have launched

Exercise is Medicine on their campus, partners of the initiative and the target publics. We

are providing the findings and analysis of this research within our campaign packet.

Using this information, we made suggestions for how the initiative should be developed

and publicized. In addition to this, we have created a variety of public relations materials,

including both traditional and modern elements. These include press releases,

biographies, backgrounders, fact sheets and frequently asked questions among other

aspects. Using our Adobe Creative Suite knowledge, we created a newsletter, brochure,

flier and memes to visually reach the target publics. Everything we have created can be

easily modified to fit the specific needs of Exercise is Medicine. We are also providing

the team with materials to conduct follow-up research once Exercise is Medicine has

been launched. These will help the organization gauge the reaction to the initiative from

students, faculty and staff, in addition to showing the group what should be modified.

With the help of all these materials, we believe the initiative will succeed on Auburn's

campus.


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Introduction

For this campaign, Anthony Alfano, Brittney Dobbs, Jessica Smith, Nikolett

Juhasz and Scott Kelley worked together to formulate public relations materials and a

plan for Health Promotion and Wellness Services on Auburn University's campus.

Though originally asked to create press kit materials for the Exercise is Medicine

initiative, we knew with our combined public relations skills and abilities, we would be

able to offer the organization more than that. This included creating a public relations

plan, materials and ideas for the successful launch of the new initiative.

Health Promotion and Wellness Services serves to teach members of Auburn

University about healthy lifestyle choices on both a physical and mental level. Health

Promotion and Wellness Services members decided to team up with several campus

organizations, including the Auburn University Medical Clinic, Tiger Dining, Campus

Recreation and Student Counseling, to form the Exercise is Medicine initiative on

Auburn Universitys campus. Exercise is Medicine is part of a global initiative

coordinated by the American College of Sports Medicine, focused on improving health

and well-being by taking natural measures. The initiative is planned to launch in fall 2013

in Auburn. The team approached the public relations group for help with this project.

Our group's purpose during this process was to create public relations materials

to help familiarize students, faculty and staff with Health Promotion and Wellness

Services in general, as well as creating awareness for the new Exercise is Medicine

initiative. In addition, the group has strived to encourage students to participate in the

program and lead healthier lifestyles.


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At the beginning of the campaign creation process, we conducted several forms of

research, to better gauge how to approach our target publics. These included speaking to

other schools that have tried to implement the program and creating, conducting and

analyzing a survey. We realized that the best strategy to take was concentrating on the

strengths and opportunities presented by the initiative.

The campaign we created was focused on using traditional and newer media

forms to positively convey the message of Exercise is Medicine. Many of these could be

included in a traditional media kit, including several press releases, biographies,

backgrounders, fact sheets and frequently asked questions among other materials. On a

more creative level, we have created a newsletter and brochure for the organization. We

have designed these so the team members can easily modify the content, if desired. In

addition to all of this, we have made suggestions on the utilization of social media and

technological methods of publicity.

During this entire process, we concentrated on the strengths and opportunities we

saw in Health Promotion and Wellness Services as well as Exercise is Medicine. We

created public relations materials that will be easily modified and can be used in a variety

of stages in this initiative. We believe the initiative can be successful and have enjoyed

working with this project.


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Client Analysis

Exercise is Medicine

Our client is Health Promotion and Wellness Services at Auburn University. We

will be working with a specific initiative, Exercise is Medicine. The office started in

January 2011 when Dr. Ainsley Carry, the vice president of student affairs, thought the

campus was not doing a good job of providing education and health promotion services.

Health Promotion and Wellness Services vision statement is that they wish to increase

the overall health standards at Auburn University by affecting students knowledge,

beliefs, attitudes, skills and behaviors concerning health and wellness.(Mission and

Goals, n.d.)

Exercise is Medicine is in place at many schools across the country. The goal for

Auburns division is to become the model for other schools. Through this initiative,

Health Promotion and Wellness Services wants to create a better understanding of health

and wellness on campus, increase the capacity for students to make healthy lifestyle

choices on campus, make healthy lifestyle choices more appealing and socially accepted

and develop institutional systems and structures to support students health and

wellness. (Mission and Goals, n.d.) Health Promotion and Wellness Services wants to

launch this initiative in the beginning of fall 2013.

Health Promotion and Wellness Services currently does not have any prominent

public relations efforts in effect for the Exercise is Medicine initiative. This is a new

initiative that it is hoping to get up and running by fall 2013.

The client has not had a previous public relations effort for the Exercise is

Medicine initiative. However, Health Promotion and Wellness Services has had previous

public relations efforts for other initiatives. These types of public relations included


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outlets like Twitter, Facebook, fliers, public service announcements and a weekly radio

show on WEGL dedicated to health and wellness.

Health Promotion and Wellness Services Twitter, @AuburnHealth, is the

account used by the entire office and all of its initiatives. Twitter is used to its fullest

ability by enabling the use of hashtags for each initiative. Another effort that helps

promote initiatives is the Be Well Hut. The hut is set up to give out information to

students and faculty about different topics each week.

The previous public relations efforts for these other initiatives have succeeded in

gaining 1,089 followers on Twitter and 190 likes on Facebook. No other research has

been done to measure the effectiveness of previous public relations efforts.

Our team sees many opportunities for the Exercise is Medicine initiative and its

public relations needs. The initiative for Auburn Universitys Health Promotion and

Wellness Services has the potential to significantly improve the lives of the student

population. Stated on the clients website, The Exercise is Medicine initiative is focused

on encouraging healthcare providers to include exercise when providing a treatment plan

for patients.What if you could get a prescription to raise your spirits, lose weight,

prevent disease and help prevent chronic pain? (Exercise is Medicine, n.d.) There are

several services on campus that have joined the movement such as Campus Recreation,

Tiger Dining, the Auburn University Medical Clinic and Student Counseling Services.

This initiative will create an opportunity to better the health of students, faculty and staff

on campus once there is increased awareness of the new program.

According to Eric Smith, director, and intern Matthew Goodloe, the problem is

the increased use of prescription drugs to reduce medical issues that could otherwise be


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treated by increased exercise. Smith stated for example, a student visits the Auburn

University Medical Clinic and finds out he/she is on the verge of diabetes. This illness,

however, can be reversed with increased exercise activity. Instead of prescribing

medication to reverse the effects, the doctor would prescribe a routine exercise program

with a fitness instructor. Then, with a scheduled checkup, the doctor could track the

students progress. Smith said the prescription of increased exercise would have better

long-term effects for the student, as opposed to using prescription drugs. Smith hopes that

beginning an exercise routine will allow students to develop good exercise habits early on

in their college careers.

While Exercise is Medicine is new to Auburn University, our team sees a need for

researching the campaign at other schools and reviewing what works and doesnt work in

various areas. After researching these areas, we would like to conduct a survey here at

Auburn and review the thoughts of current students, faculty and staff. After the research

reveals what view the current members of Auburn University have about the Exercise is

Medicine initiative, we will then approach different public relations avenues. For

example, creating hashtags for Health Promotion and Wellness Services Twitter account,

public service announcements for the radio show that Health Promotion and Wellness

Services hosts; fliers for the students, faculty and staff; brochures to provide information

that can be distributed in the Auburn University Medical Clinic, opportunities for prizes

by working out at the new student activities center, buttons or stickers to hand out at the

Be Well Hut in the student center and many more public relations efforts depending on

the Exercise is Medicine budget.


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After talking with the Health Promotion and Wellness Services staff, we know

they believe that any public relations effort they can use will be great for getting this

initiative off the ground and in full swing for Auburns campus.

Because health and wellness is not one of the number one things that students

think about while in college, we will concentrate on any public relations efforts that will

give students opportunities to get involved and specifically be involved with the Exercise

is Medicine initiative. The public relations methods that we provide for Exercise is

Medicine will play an important role in how the campus will accept the initiative.

Health Promotion and Wellness Services deals with many serious topics. The

organization has sections involved with problems faced by Auburn students such as

interpersonal violence and substance abuse. For this reason, many of the campaigns run

by the organization require sensitivity and a serious mindset. Employees must be mindful

of being accepting and open to all types of individuals, whether this deals with personal

beliefs, lifestyle choices or general attitude. In addition to this, messages have to be

tailored in a non-offensive manner. Since Exercise is Medicine will deal with some issues

such as weight and healthy living, extra sensitivity is required, as these are touchy

subjects to many individuals. To offset this seriousness, when not dealing with such

topics, the culture of the office is meant to be laid back and loose. It was compared to

working at Google. While the boss expects a lot of work from his employees, he also tries

to make the environment in which it is done as relaxed as possible. A pleasant, friendly

and non-formal culture is the basis for working together in the group-centered

environment of the organization. Exercise is Medicine is a new initiative of Health

Promotion and Wellness Services. During this initiative, the group will be working with


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Campus Recreation, Tiger Dining, the Auburn University Medical Clinic and Student

Counseling Services, so it will be important to consider these cultures as well. The

culture of all of these groups will be instrumental in how the message of Exercise is

Medicine is dispersed throughout the Auburn University campus.

Since Exercise is Medicine is a new initiative of Health Promotion and Wellness

Services, a budget has not been allotted. The public relations team has been instructed to

disregard budget when coming up with a marketing plan for the group. For example, the

team will develop materials such as brochures without worrying about the printing costs.

Once a proposal is worked out, Health Promotion and Wellness Services will decide what

is within the budget, and what is not financially feasible for the initiative.


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Publics Analysis

1.Who are the target publics?

The target publics of the Exercise is Medicine initiative include three groups present on Auburn

Universitys campus. These include students, faculty and staff. Though all of these groups are

being targeted, the organization plans to pay special attention to certain sections of these groups.

As seniors are unlikely to participate in Exercise is Medicine, the younger students will be more

important to the initiative. While all students are encouraged to participate in Exercise is

Medicine, those with a specific reason for a lifestyle change are meant to make up a majority of

the participants. This can include students, faculty and staff who are struggling with problems

such as unhealthy weight, diabetes and other health problems that can be addressed by the

services of Exercise is Medicine.

2. What image/reputation does this public have of the organization?

Several organizations are involved with the Exercise is Medicine initiative. However, our group

worked closely with Health Promotion and Wellness Services. Members of the target publics

who have interacted with the organizations seem to have a positive impression. However, many

people were not sure what the organization does. As for the other groups involved, including

Campus Recreation and the Auburn University Medical Clinic, most students, faculty and staff

knew of their services. The general reputation of both appears to be positive.

3. What attitudes does this public have about the organization? The issue?

The issue involves the health of students, faculty and staff on Auburn University's campus.

While Exercise is Medicine has not been launched, we collected general opinions regarding the


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topic. A majority of students felt that they live either a very healthy or healthy lifestyle. In

addition to this, nearly all of the students would at least consider exercise as a form of medicine

if suggested by a doctor. Also, most students responded saying they exercise one to four times a

week. Close to half the survey participants would be willing to get screened to receive more

information about their health and what they can do to improve it, if given the chance. All of this

knowledge displays that the issue, health and fitness, is one that students find important and

think about in their everyday lives. Therefore, an organization helping this cause should be well

received.

4. What behaviors has this public displayed toward the organization? The issue?

The issue that Health Promotion and Wellness Services seems most concerned with is the launch

of the Exercise is Medicine initiative. However, since the initiative is set to launch in the fall, the

publics have not been given a chance to display any specific behaviors. However, we did survey

their possible behavioral patterns once the program has been launched. The main issues that may

affect the behavior of the target publics include time constraints and money. Cost is an enormous

factor, with most students answering that they would probably pay between $10 and $40 to

participate in the program. In addition to this, most of the target publics are undecided about

trying the program and are waiting for more information about it.

5.What communication strategies have worked and not worked in the past?

While the organization has implemented several means of communication with the publics, what

is missing is a way to analyze the results of its efforts. Health Promotion and Wellness Services

has used various measures including social media, a radio segment and the Be Well Hut

among other strategies. However, there was no analysis of the level of success each form of


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outreach had. The client was not sure what worked and did not work in the past. Our group is

leaving Health Promotion and Wellness Services with two surveys to help analyze the results

once the fall campaign has been launched.

6. How aware is the public of the organization? The issue?

The target publics of students, faculty and staff are 65 percent more aware of the services offered

by Campus Recreation on Auburn Universitys campus than those not aware. The percentage is

provided by the response to question one on the survey.

The target publics of students, faculty and staff are not aware of the Exercise is Medicine

initiative because it is new to campus and will not be launched until fall 2013. However,

according to question 14 of the survey, 34 percent of respondents are likely to participate in the

initiative, 9 percent are very likely to participate, 36 percent are undecided if they would be

willing to participate, 19 percent are unlikely to participate and 2 percent are very unlikely to

participate. There is room to positively influence the publics perception of the Exercise is

Medicine initiative.

7. How involved is the public with the organization? The issue?

Exercise is Medicine is set to launch in the fall, but the publics are already involved with Health

Promotion and Wellness Services and the many outreach programs it offers. The publics can go

to the office of Health Promotion and Wellness Services in order to receive information about

alcohol, sexual health, nutrition and various other resources. Students, faculty and staff are

especially engaged when they put the Be Well Hut out on campus. The issue will be to build

awareness for the launch of the initiative.


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8. What does the public know about the organization? The issue?

The target publics of students, faculty and staff are familiar with the services offered by Campus

Recreation and the Auburn University Medical Clinic. Of the respondents, 67 percent have

utilized the services provided by Campus Recreation and 77 percent have utilized the services

provided by the Auburn University Medical Clinic. Percentages are referenced from questions

two and three of the survey.

According to the response to question four of the survey, 46 percent said they are very likely and

would be willing to exercise instead of taking medicine as a preventative measure if

recommended by a doctor. However, depending on the cost of the Exercise is Medicine

initiative, the target publics may or may not be willing to participate. According to the response

to question 15 of the survey, 49 percent of respondents said their willingness to pay to participate

depends on the cost, 45 percent of respondents said they would not be willing to pay and only 12

percent said they would be willing to pay.

9. How has the public come to know about the organization? The issue?

The target publics have come to know about the services provided by Campus Recreation based

on devices they use to receive their news. According to question 13 of the survey, the majority of

the respondents use social media, Smartphone apps, Internet searches and the Auburn website.

The Exercise is Medicine initiative has been introduced through survey distribution by our

group. Also, Health Promotion and Wellness Services has used social media, such as Twitter, to

send information out about the Exercise is Medicine initiative to try and reach the target publics.


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10. Have previous PR efforts been effective? Why or why not?

There have not been previous public relations efforts utilized by Health Promotion and Wellness

Services. However, the organization does have a radio broadcast and forms of social media to

reach students, faculty and staff. Efforts made to promote services provided by Campus

Recreation have been effective. From the response to question two of the survey, 67 percent have

utilized services provided by Campus Recreation.

11. & 12. What does the public not know, or believe about the organization? The issue?

The publics do not know about the Exercise is Medicine initiative that Health Promotion and

Wellness Services is going to launch in the fall. This new focus will target students, faculty and

staff to opt to try exercise programs before getting prescriptions. The publics do not know that

exercise programs are a viable option, and for some circumstances a better alternative to combat

many ailments when compared to taking prescription medication. The issue is the execution of

the launch and building awareness of the initiative on campus.

13. How does this public want to be informed?

According to the research conducted through surveys, 42percent of the population receives news

from various forms of social media. This information means Health Promotion and Wellness

Services should target students through Twitter, Facebook, Instagram, Pinterest or any other

form of social media.

14. Does this public prefer messages that deal with facts or ideas?

Based on the survey data, the Exercise is Medicine initiative needs to provide hard facts so that

the faculty, staff and students will have a better understanding of what they are getting. When


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asked if they would pay for Exercise is Medicine, the majority of respondents said it depended

on the cost. Giving them a hard cost and a detailed description of what Exercise is Medicine will

entail may offer a better understanding and more willingness to pay.

15. Does this public prefer messages that are based on logic or emotion?

Based on the data, the public seems to prefer a more logic-based message. In this case logic will

relay hard information rather than just emotions. This is based on the results of the survey that

show the target audience has shown interest in the Exercise is Medicine initiative and want more

cost-related information.

16. What benefit(s) does the organization give to this public in terms of services or goods?

Exercise is Medicine will be giving back to the Auburn community by creating a platform to

make healthier and happier Auburn students, faculty and staff.


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Situation Analysis

The Problem, In Depth

Exercise is Medicine is a new initiative that is planned to launch in fall 2013. The

problem this initiative faces is implementation and awareness on campus. The

implementation requires cooperation from many organizations on campus. The Auburn

University Medical Clinic will need to partake in prescribing exercise instead of medicine

to students, faculty and staff. When it is considered an appropriate solution, doctors will

write a prescription, which may include exercise and possible nutritional changes. This

could include working with a trainer at the new student activities center. The new student

activities center will have to offer programs and give the students, faculty and staff who

participate in the Exercise is Medicine initiative the opportunity to work out. This causes

more problems with money, motivation and time being a factor among students, faculty

and staff. According to Matthew Goodloe, intern at Health Promotion and Wellness

Services, faculty and staff currently receive free generic prescriptions. He also mentioned

that students can buy generic medication for as little as $5 or $10 at Walmart. As part of

the initiative, participants would have to pay for fitness and nutrition assessments, as well

as personal training. In addition to this, those working out at a separate gym will have to

pay fees as well. The exact cost of participating in Exercise is Medicine is not determined

yet. However, these additional costs may stand as one of the main deterrents to those

targeted by the initiative. If cost is not a problem, the time commitment may be. Students,

faculty and staff who do not exercise at all may find it difficult to dedicate hours of their

busy weeks to implement this type of lifestyle change. Also, human motivation, or the

lack there of, is a major hurtle to overcome. In addition, each department involved will


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have to work together to implement aspects of the program. These problems can directly

affect the initiative and cause it to fail.

If implementation is solved, awareness is still a huge issue. Many students do not

know what the initiative is or what it entails. This is both a Health Promotion and

Wellness Services problem and an obstacle for our group. In order to promote the

initiative, we have to create a way to grab the attention of students, faculty and staff by

incorporating Tiger Dining, the Auburn University Medical Clinic and the new student

activities center. If Auburn students do not know about Exercise is Medicine, it could

potentially fail like it has at various other universities.

The organizational leaders, Eric Smith, director, and Goodloe view this initiative

as an opportunity to better students, faculty and staff on campus. Exercise is Medicine is

viewed positively among the organizational leaders. Goodloe stressed the importance of a

positively focused campaign message. The idea of prescription drugs used to treat

reversible health issues is the problem that Health Promotion and Wellness Services

faces. However, with the Exercise is Medicine initiative, this problem has become

viewed as an opportunity.

Since Exercise is Medicine is not just a local initiative, Health Promotion and

Wellness Services has information provided by other universities that have already

implemented this program. Through information provided by other universities and their

Exercise is Medicine websites, our organization has research that can serve as a model

for our initiative.

Other than the Exercise is Medicine websites from other universities; our


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organization does not have other types of research that have been discussed with our

group. There is still a need for more research to guide our initiative (for example, what

makes initiatives at other universities succeed or fail).

There is still a high need for more information via research (surveys) in order for

our group to successfully develop the message content. Health Promotion and Wellness

Services is still working with other departments to determine what is allowed on campus

and a lot of information is still to be determined. Our group is in the process of

developing surveys to target students, faculty and staff. We want to know how these

groups view the Exercise is Medicine initiative, how they receive their information so we

can better target them and if they would consider using Exercise is Medicine in the

future.

Breaking Down the Situation by Examining the Environments

Internal Environment

Health Promotion and Wellness Services has Facebook and Twitter accounts, a

weekly radio show on WEGL and a website to distribute information regarding the

Exercise is Medicine initiative.

Health Promotion and Wellness Services is supportive of public relations efforts.

They reached out to the PRCM 4090 class for help in public relations in regard to the

Exercise is Medicine initiative. However, its focus is mainly on the content of the

message and not necessarily on the outlet.

Health Promotion and Wellness Services relates to the Exercise is Medicine


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initiative because it is this organizations responsibility to monitor and better the health of

Auburn students, faculty and staff. The organization is developing new methods to better

target these audiences by implementing the Exercise is Medicine initiative on Auburns

campus. There is a direct correlation between our organization and the proposed

initiative.

The quality of the Exercise is Medicine initiative is hard to determine because it

has not been put into action yet. However, the quality of Health Promotion and Wellness

Services seems to have a positive reputation on campus. After the surveys are completed,

we will have a better understanding of what the Exercise is Medicine reception will be.

The view of Exercise is Medicine from the perspective of Health Promotion and

Wellness Services is great. The group is excited about the initiative and can't wait to see

the impact it will make on campus.

The Exercise is Medicine initiative will be put into place in fall 2013, so the

quality of the initiative is still to be determined. The start of the initiative will most likely

be an improvement to the campus lifestyles. Health Promotion and Wellness Services has

had improvement since January 2011, when it was launched. Improvement has come

from having students who are excited to help make a better campus at Auburn, therefore

getting involved with Health Promotion and Wellness Services. Creating the Be Well

Hut in spring 2013 was a great improvement to the visibility of Health Promotion and

Wellness Services. It functions as an interactive, visible medium between Health

Promotion and Wellness Services and the target audience. It gives students, faculty and

staff an opportunity to learn more about the relevant issues Health Promotion and

Wellness Services deals with.


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A benefit of Exercise is Medicine is it can help create a healthy campus lifestyle.

Creating this healthy lifestyle now can pave a way for a healthy family later in life.

Becoming non-dependent on medicine to help prevent diseases can create an overall

healthier person. A benefit could also be avoiding the chance of becoming addicted to

voluntarily taken prescription medicines, such as pain medications. When given medicine

at a young age to help prevent something, a person can become dependent, later leading

to an addiction.

Problems are likely to occur because it is a new initiative. When new things are

brought into an existing culture, the likelihood of a problem will increase. It will take a

slow start to get people on board. Starting our initiative can also increase the likelihood of

problems. A disadvantage of the Exercise is Medicine initiative is dealing with human

motivation. The initiative will involve people who are used to being given medicine,

taking the pills and being healed or helped. As part of this initiative, these people will

now have to make a dedicated effort to cure their own problems, without this simple

solution of medicinal assistance.

Because the Exercise is Medicine team is striving toward the same goal, and

would like to implement it using any measures to get there by fall, this may create an

environment of groupthink. Groupthink could cause a negative impact on this group,

because there are multiple departments working together and the idea of all agreeing to

avoid conflict could potentially create failures. Confrontation could also be a problem

with a diverse group like this one. For example, different members of the committee are

concentrating on what will be best for their departments. The doctors and personal

trainers want to use different programs and may clash over how to share the information


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about their common clients. The doctors are also concerned about HIPAA laws. Health

Promotion and Wellness Services has a vision of how Exercise is Medicine should be

implemented and must make certain compromises to fulfill the vision of the others

involved. Once the group members are all working toward one unified vision of the

initiative, the implementation should become easier.

Auburns Exercise is Medicine initiative is meant to be a model for other schools.

Exercise is Medicine will make large efforts in becoming the leader for preventing

diseases. The Auburn University Medical Clinic will play a huge role in making this

happen. Having this connection between Tiger Dining, Campus Recreation and the

Auburn University Medical Clinic will set Exercise is Medicine apart from the other

doctors offices or gyms in the area.

Change is likely to occur in the next three years because of the newness of the

initiative. When something new starts, there are always things that can be changed.

Depending on how the campus reacts to the Exercise is Medicine initiative will depend

on what changes need to be made.

Currently there are not any changes that need to be made to the initiative because

it has not been put in place yet.

External Environment

The external environment for the Health Promotion and Wellness Services is not

particularly competitive. Because Exercise is Medicine and Health Promotion and

Wellness Services as a whole are brand new, there has not been direct competition for the


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initiative or the service. While there are other organizations on campus that could be

viewed as competition, like Tiger Dining and the Auburn University Medical Clinic, they

are working with Health Promotion and Wellness Services on the Exercise is Medicine

initiative together. However, there can be contradictory issues with this partnership.

Since Tiger Dining offers a variety of food options, mainly unhealthy ones, a

promotion against such foods goes against Tiger Dinings business and could ultimately

lead to a loss of revenue. The Auburn University Medical Clinic faces a similar issue

with their pharmacy. The Exercise is Medicine initiative campaigns against unnecessary

pill usage, essentially trying to steer Auburn University students, faculty and staff away

from pharmacies.

The services considered competitors measure success in various ways. Tiger

Dining as a whole is successful partly because students are required by the school to

spend a certain amount of money on campus. As Tiger Dining offers the main source of

food on campus, it is the easiest meal option in many cases for students on campus. The

Auburn University Medical Clinic is also successful as it is the official location for

students and faculty to go for medical needs.

Tiger Dinings reputation is known for being expensive and generally unhealthy.

It offers few options for healthier meals, and these options tend to not be capitalized on.

Both Tiger Dining and the Auburn University Medical Clinic have Twitter and Facebook

accounts to promote their services as well as inform the students, faculty and staff of

Auburn University. Both services also have the campus available to them to advertise

their platforms.


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Tiger Dining has a financial advantage with students by requiring a $300 dining

plan for off-campus students and a $995 dining plan per semester for on-campus students

(Auburn University's Required Participation Dining Plan, n.d.). Therefore, Tiger Dining

has an advantage by forcing students to not spend money, buying food off campus, and

instead spend dining dollars on campus, regardless of the types of food options offered.

This is something that the Health Promotion and Wellness Services cannot offer. The

Auburn University Medical Clinic can approach disease and sickness with modern-day

medicine, something that is viewed as easy and effective. The Exercise is Medicine

initiative is about eliminating the use of unnecessary pills and replacing them with

exercise, something that may be viewed as time consuming and more difficult to do.

While Health Promotion and Wellness Services and the Exercise is Medicine

initiative are new, the general outlook on unhealthy foods versus healthy foods seems to

have switched over to a craze of eating organically and more healthy. Places on campus,

like Au Bon Pain, appear to be making healthier options available, however, these things

are not always capitalized on.

External Factors

As mentioned before, Exercise is Medicine is a new initiative, so direct opposition

or competition has not been seen. However, there are some external factors that are

expected to cause problems during and after the implementation period for the program.

While the Auburn University Medical Clinic is working with the Exercise is Medicine

initiative, there are worries about the doctors at the office. Without the doctors promoting

the program and suggesting it to their patients, it will not reach its full planned potential.


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Problems with the doctors could include them not agreeing with the program. If they do

not believe in it, chances are they will not suggest it to their patients. It is also possible

that they believe in the ideas of the initiative, but are not actively contributing to its

success. Many of the steps start in the doctor's office. If they are not being handled

correctly here, then the rest of the plans won't operate as they are meant to.

The Auburn University Medical Clinic is associated with both Auburn University

and East Alabama Medical Center. Both institutions have a strong standing in the

community and are respected organizations. A large number of students use the Auburn

University Medical Clinic for all of their medical needs. The office offers: primary,

urgent and specialty care, as well as immunizations, vaccines, mental health, women's

care, radiology services, on-site pharmacy, massage therapist and laboratory services. It

is a trusted medical resource on Auburn's campus. The office has a pharmacy on its

premises, which can be considered as a potential negative factor in relation to Exercise is

Medicine. If many students are being prescribed a lifestyle change as opposed to drugs,

the pharmacy may see a decline in profit. This could cause tension in the office and

negativity regarding Exercise is Medicine. This would be a dangerous development for

the initiative, as the medical aspect of the initiative is a dominant one. Staff can make

suggestions and promote their ideas to all patients who interact with the office. If one

unified message is not being broadcast, it could cause confusion and different standards

of care for patients. In addition to its personal website within the Auburn University

website chain, the office can also utilize university resources. While both Exercise is

Medicine and the Auburn University Medical Clinic belong to organizations within

Auburn University, the office could pose problems for the initiative.


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In addition to this, Exercise is Medicine is handling the target audience

themselves as an external conflict. For the initiative to be successful, the target audience

has to become motivated. However, often it is simple to take the easy way out. As

pointed out by the Exercise is Medicine staff, if a person is confronted with the decision

between a cardio workout, four times a week, and popping a few pills, often the drugs

will win. For this reason, all the outside factors encouraging students, faculty and staff to

make unhealthy decisions are external factors that could harm the initiative. This can

include anything from advertisements for magic weight loss pills to fast food

commercials. A portion of our groups campaign planning must revolve around these

external and human factors.


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SWOT Analysis

Throughout this analysis, we have identified a number of strengths, weaknesses,

opportunities and threats. Each category contains a few factors. For weaknesses, we have

identified the possible problems with human motivation and the lack of communication

between some sectors of the initiative. Without an effective means of communication, it

will be difficult for the initiative to prosper. On a similar level, if the publics can't be

convinced to participate, there is no program at all. The threats follow a similar rationale.

Here, once more we have listed human motivation. It is a threat as well as a weakness

because the entire program will fail without the human factor. In addition to this, the

topic of money is a huge threat. At this point, money seems to be the biggest threat for

the Exercise is Medicine initiative. It is possible that even if human motivation, lack of

communication and publicity problems are overcome, the financial status of many

students in addition to the teachers will limit participation in the program. However, if

these factors can be conquered, we do see a lot of positive potential in this initiative. For

our strategy, we have chosen to concentrate on the strengths and opportunities we found

for Exercise is Medicine, utilizing an S-O strategy based on our SWOT analysis. The

most important opportunities we have identified are Tiger Dining identifying healthier

options and the new student act playing an active role in the initiative. With the initiation

of the program, students, faculty and staff will also have a wider variety of exercise

programs and options to choose from. We have identified a number of strengths and

potential strengths to the program, but have decided to focus on three of these. The first is

the eventual decline in use of drugs on Auburn's campus. The hope of this program is that

after a certain period of time, more and more people will turn to healthy solutions to


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solve their medical issues, as opposed to taking pills. The less dependence on these

artificial products, the better. The second strength of the program includes the positive

change the program hopes to initiate in the lives of Auburn students, faculty and staff.

Simply put, healthier people are happier people. This is the section we have decided to

concentrate on and base our strategy on. This effect can start with just one person. We

hope it will prompt a domino effect, eventually positively influencing the publics. Such a

reaction will help achieve our clients goals. Finally, many different departments and

organizations are involved with this initiative. The combined resources, ideas and efforts

form one of the most important strengths of our initiative. By concentrating on these

strengths, we hope to design and run a positive, successful campaign.

Strengths:

No reliance on prescription drugsHealthier campus = happier campus

Large number of resources, since differentgroups are involved with the initiative

Weaknesses:

Human MotivationSome lack of communication between

different sectors of the initiative

Threats:Motivation

Waste of money

Opportunities:Get new student act actively involved

Tiger Dining healthier optionsNew exercise programs/options


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Planning

Strategy: Systematic Plan of Action

For our strategy, we have chosen to concentrate on the strengths and opportunities

we found for Exercise is Medicine, utilizing an S-O strategy based on our SWOT

analysis. The two most important opportunities we have identified are Tiger Dining

highlighting healthier options and the new student act playing an active role in the

program. With the initiation of the program, students, faculty and staff will also have a

wider variety of exercise programs and options to choose from. We have also identified a

number of potential strengths to the program, but have decided to focus on three of these.

The first is the eventual decline in use of drugs on Auburn's campus. The hope of this

program is that after a certain period of time, more and more people will turn to healthy

solutions to solve their medical issues, as opposed to taking pills. The less dependence on

these artificial products, the better. The second strength of the program includes the

positive change the program hopes to initiate in the lives of Auburn students, faculty and

staff. Simply put, healthier people are happier people. This is the section we have decided

to concentrate and base our main strategy on. This effect can start with just one person.

We hope it will prompt a domino effect, eventually positively influencing the entire

campus. Such a reaction will help achieve our clients goals. Finally, many different

departments and organizations are involved with this initiative. The combined resources,

ideas and efforts form one of the most important strengths of our initiative. By

concentrating on these strengths and opportunities, we hope to design and run a positive,

successful campaign.


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Considering these factors and the requests of the clients, we have decided to focus on

creating a positive campaign. That is, we are focusing on all the uplifting possibilities of

the Exercise is Medicine initiative. We plan to tailor only positive messages for our target

audience. In addition to this, one of our main strengths is that healthier campus is a

happier campus. The recent climate in the United States has encouraged healthier

lifestyles and exercise, creating a more health-conscious society. We plan to use this as a

public relations tool to reach our audience. Through providing the necessary information

and encouraging action from our audience in a positive way, concentrating on the

strengths and opportunities outlined above, we hope to help our client achieve its goals.

Goals

Health Promotion and Wellness Services is concerned with encouraging Auburn

University's population to live in a happier, healthier manner. Students, faculty and staff

can do this by participating in the many outreach programs provided by Health

Promotion and Wellness Services. The main goal type of Health Promotion and Wellness

Services is a task management goal. It would like to convince students, faculty and staff

to participate in the Exercise is Medicine initiative, as part of a healthier lifestyle. In

addition to this, it would like students to make healthy choices such as choosing smart

nutritional options and exercise to improve their overall well-being. In this way, the goals

are targeted toward convincing students, faculty and staff to act in a certain way,

therefore getting things done. Goals include all of these and transmitting all messages in a

positive, inviting way. Main goals involve:

To promote the use of exercise as a healing agent as opposed to medicine, whenappropriate


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To become the model university for the Exercise is Medicine program

To increase both the emotional and physical health of Auburn University students,faculty and staff

Key Publics: Auburn University students, faculty and staff

Key Message: Auburn University students, faculty and staff can achieve a healthier, and

therefore happier state by participating in the Exercise is Medicine program

Main goal type: Task management-concerned with getting things done. Exercise isMedicine is concerned with the launching a new initiative and convincing students,

faculty and staff to participate in it.

Objectives

1. Awareness

To inform all incoming fall 2013 students about the Exercise is Medicine initiativethrough Camp War Eagle, SOS and dorm meeting memos and measure this awareness

with follow-up surveys

Distribute media kit materials to Camp War Eagle students (including fact sheets,fliers, FAQs, etc.)

Distribute media kit materials to SOS students Distribute media kit materials to dorm RAs to give on-campus residents during

dorm meetings

Post promotional materials, including memes and fliers throughout campus Include QR code on promotional materials to make online information easily

accessible

Make materials such as the brochure available at informational desks throughoutcampus


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2. Attitudinal

To establish a positive, comforting and inviting image about Health Promotion andWellness Services in addition to Exercise is Medicine in the eyes of the target public, as

well as be able to measure this by collecting positive feedback and membership numbers

Implement positive and non-threatening promotional materials, including memes,in addition to using colorful language and images

Have a presence during Camp War Eagle and SOS promotions (booths etc.) andportray a positive, happy message

Implement an open-door policy at the Health Promotion and Wellness Servicesoffice

3. Action

To recruit 50 participants for the Exercise is Medicine program by fall of 2013.

Measurable by participant count.

To retain 80 percent of members and gain new members by 2014. This can be measuredby participant count and follow-up surveys.

Target incoming students by using media kit materials to convince them to joinExercise is Medicine

Have informational sessions about Exercise is Medicine on campus, includingones during Camp War Eagle and SOS

Work with other programs to recruit members Coordinate with Auburn University Medical Clinic doctors to refer patients to the

program

Make Exercise is Medicine promotional materials available at the AuburnUniversity Medical Clinic

Distribute materials to all Greek organizations, school clubs and dorms Use flier as screensavers on public university computers


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Brochure+Explanation+

The$brochure$is$an$important$aspect$of$advertising$your$service.$Within$the$

brochure,$there$are$many$different$aspects$you$can$highlight$to$show$the$different$sides$of$your$service$to$your$audience.$The$type$of$audience$you$are$trying$to$reach$

is$a$huge$factor$in$this$decision.$In$this$case,$we$decided$to$make$a$brochure$that$is$less$word$focused$and$more$picture$driven.$We$felt$as$though$it$is$easier$to$show$the$

reader$what$Exercise$is$Medicine$does,$rather$than$just$tell.$

$

There$are$a$few$important$factors$in$designing$a$wellthoughtout$brochure:$

1. The$front$page$requires$an$identifiable$image$so$that$readers$can$associate$the$brochure$with$the$initiative.$For$this,$we$used$the$Exercise$is$Medicine$

logo,$as$well$as$a$colorful$graphic$that$is$used$on$various$other$materials$in$

our$media$kit.$

2. The$inside$flap$is$the$most$important$page$of$the$brochure.$Here$is$where$we$decided$to$include$the$most$pertinent$information$about$Exercise$is$Medicine$

and$Health$Promotion$and$Wellness$Services.$3. The$three$inside$pages$of$the$brochure$feature$more$information$on$Exercise$

is$Medicine,$showcasing$four$reasons$to$get$involved$with$the$service,$as$well$

as$more$facts$about$the$costs$of$the$initiative$and$what$it$offers.$4. The$back$of$the$brochure$is$where$the$sponsors$are$featured$and$where$

contact$information$and$websites$for$readers$to$research$more$information$

on$Exercise$is$Medicine$are$located.$

$

+

+ +


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th Promotion and Wellness Services wishes

crease the overall health standards at Auburn

ness.

vides the Auburn University community with

ence-based and theory-driven health promotion and

ention services. We serve as health and wellness

pus atmosphere that supports and respects healthy

policy.

cy.

About Health Promotion

and Wellness Services

chronic diseases.

What is Exercise is

Medicine ?EIM Official Partners

and Advocates

Health Promotio

and Wellness ServiStudent Center, Suite 2101

Auburn, AL 36849(334) 844-1528

Fax: (334) 844-1018

Email: [email protected]

?

A Healthier Campu

is a Happier Campu

Connect With

us!

Tweet us

@AuburnHealth!

For more information

visit:

www.exerciseismedicine.org/


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Newsletter+explanation+

+

The$newsletter$we$have$provided$is$an$example$of$something$the$committee$

can$use$to$help$keep$each$department$informed.$The$newsletter$has$a$place$for$upcoming$events,$such$as$upcoming$meetings$or$special$events.$In$the$place$for$a$

spotlight$member,$we$used$Matt$Goodloe$as$the$example$since$we$have$worked$directly$with$Goodloe$throughout$the$semester.$This$will$be$an$opportunity$to$

spotlight$someone$who$is$working$hard,$or$a$specific$department$that$has$had$a$lot$

of$Exercise$is$Medicine$progress.$There$is$also$a$place$reserved$for$news.$This$is$a$

small$place$to$recap$the$last$meeting$or$highlight$what$work$is$in$progress.$The$

newsletter$was$designed$with$Adobe$InDesign$6$and$any$changes$can$be$made$there.$

$

+ +


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August 2013UPCOMING EVENTS

-Kick-off Activities-Committee Meetings Etc.

Member SpotlightMatt Goodloe

Matt works as a Graduate Intern forHPWS, assisting with the development andimplementation of the Exercise is Medicineprogram for the Division of Student Aairs.He holds a Bachelor of Science in Business

Adminstration from Auburn University and iscurrently working towards a Master of Educationin Higher Education Adminstration. Matt isoriginally from Hoover, AL, and enjoys running,music and outdoor sports. He is also an avidsports fan, actively following Auburn Athletics,the Chicago Cubs and the Vancouver Canucks.

Exercise is Medicine is excited to have had thePRCM 4090 Campaign class help with the publi

relations aspects of the EIM initiative.

They have worked with Matt, Health Promotion

and Wellness Services, Tiger Dining and the EIM

committee in creating useful public relations

implementation materials.


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Flier+Explanation+

+

Brochures$are$great$for$getting$mass$amounts$of$information$out,$but$fliers$

are$better$to$get$straight$to$the$point.$Fliers$in$general$are$easier$to$digest$and$can$be$more$visually$appealing$to$viewers.$Therefore,$we$designed$a$flier$for$Exercise$is$

Medicine$to$hand$out$to$students$before$and$during$the$launch$of$the$initiative.$The$flier$is$colorful$and$eye$catching$while$focusing$on$the$main$points$of$Exercise$is$

Medicine.$Ways$to$obtain$more$information$are$given$on$the$flier.$

$

+ +


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Partnership+Explanation+

+

The$partnership$list$is$provided$so$that$media,$clients$or$committee$members$

can$see$which$national$or$global$companies$are$on$board$with$Exercise$is$Medicine.$There$is$also$a$partnership$list$that$breaks$down$the$different$areas$on$campus$that$

are$a$part$of$the$Exercise$is$Medicine$initiative.$These$can$be$used$as$a$source$to$consult$when$relaying$information$or$organizing$events.$

+

+ +


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Partnerships!!

EIM Global Partners!Coca-Cola Company - Founding Partner

Anytime Fitness Founding Partner

Techno Gym

United Health Foundation

!!EIM Global Advocates

!USA Track and Field

Healthy Learning

Medical Fitness Association

USPTA

NBA FIT

US Masters Swimming

Dunk


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On-Campus

Partnerships

!!!

Dr. Kim Frazier - Assistant Vice President, Student Affairs

Dr. Fred Kam - Medical Director, Auburn University Medical Clinic

Dr. Doug Hankes - Director, Student Counseling Services

Bill Jackson - Associate Director, Campus Recreation

Nick Drake - Personal Training Coordinator, Campus Recreation

Eric Smith - Director, Health Promotion and Wellness Services

Matt Goodloe - Graduate Intern, Health Promotion and Wellness Services

Dr. Jared Russell - Associate Professor, Department of Kinesiology

Tammy Hollis -

Karla McCormick - Executive Director, Payroll and Benefits

Gary Ward - Manager, Employee Benefits

Glenn Loughridge - Director, Campus Dining

Jessica-Lauren Newby - Registered Dietitian


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QR+Code+Explanation+

The$QR$code$offers$a$different$option$for$students,$faculty$and$staff$to$receive$

more$information$about$the$Exercise$is$Medicine$initiative.$To$use$the$QR$code,$viewers$of$the$advertisement$can$simply$scan$the$code$with$their$mobile$devices,$

accessing$the$Health$Promotion$and$Wellness$Services$website.$The$scanner$for$the$QR$code$is$offered$through$various$free$apps$offered$on$all$Smartphone$platforms.$

The$QR$code$offers$an$instant$channel$to$educate$the$viewer$with$information,$

rather$than$having$the$viewer$memorize$a$website$address$to$visit$later.$This$is$a$

modern$way$of$effectively$spreading$information$and$awareness$about$the$Exercise$

is$Medicine$initiative$that$can$be$added$to$any$type$of$promotional$material.$

$

+ +


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Traditional+News+Release+Explanation+

+

Since$Exercise$is$Medicine$is$a$new$initiative,$we$know$the$initiative$will$need$

plenty$of$publicity$when$it$is$launched.$For$this$reason,$we$created$a$traditional$news$

release.$Health$Promotion$and$Wellness$Services$will$be$able$to$send$this$to$all$the$media$

sources$on$its$list.$We$have$left$certain$portions$of$the$release$blue.$This$signifies$the$areas$that$can$be$expanded$or$changed$once$the$details$of$the$program$are$solidified.$The$office$and$media$sources$can$then$choose$to$run$as$little$or$as$much$of$the$release$as$they$like.$$

$

+ +


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FOR IMMEDIATE RELEASEContact: Matt Goodloe, (205) 612-2800 ([email protected])

Exercise is Medicine program offers Auburn students, faculty and staff away to lead happier, healthier lives

AUBURN (Month XX, 2013)--"May cause nausea, drowsiness, headache, irritability and

swelling." There are many reasons to avoid taking drugs. Through the inaugural Exerciseis Medicine initiative, Auburn University is offering students, faculty and staff the optionof using exercise instead of medicine to solve healthcare problems.

Exercise is Medicine is a new initiative meant to create a happier, healthier campus. Itoffers students, faculty and staff the option of utilizing exercise and natural measures tocombat certain illnesses and healthcare problems, as opposed to taking medicine for theseissues.

Through the initiative, students, faculty and staff are being offered exercise options,personal trainers, nutritional assessments, personalized health advice, healthier dining

choices and much more, instead of relying on drugs.

So how does it work?Students, faculty and staff members can choose to pay a small fee of$XX. This pays fora personalized healthy lifestyle regiment. Depending on the participant's particular needs,it can include apersonal trainer, exercise classes and nutrition and health advice, amongother options.

With this program, each participant receives personalized attention and can track his orher progress. In many cases, it can be used as a preventative measure against certainillnesses or as a form of treatment.

Tiger Dining is also working with the Exercise is Medicine team to highlight healthiermeal options on campus. This includes changes such as an app showing which campusrestaurants provide food options that are delicious, healthy and can be incorporated intothe Exercise is Medicine lifestyle.

Through these measures, Health Promotion and Wellness Services hopes to see a happier,healthier campus.

For more information, contact Health Promotion and Wellness Services by phone at(334) 844-1528 or by email at [email protected].

Exercise is Medicine is part of a global initiative coordinated by the American College ofSports Medicine, focused on improving health and well-being by taking naturalmeasures. This includes using exercise as a method of treating and preventing certainillnesses and chronic diseases. Health Promotion and Wellness Services office, AuburnUniversity Medical Clinic, Tiger Dining, Campus Recreation and Student Counselingservices are working together to bring this initiative to Auburn's campus.

###


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Email+News+Release+Explanation+

+

We$wanted$the$Exercise$is$Medicine$group$to$have$as$many$public$relations$

sources$as$possible.$We$know$that$some$of$the$target$audience$may$not$read$traditional$press$releases,$or$it$may$be$easier$to$send$an$email$news$release.$For$this$

reason,$we$created$a$slightly$modified$email$news$release.$As$with$the$traditional$release,$this$one$contains$portions$in$blue$which$can$be$adapted$as$the$initiative$

develops.$$

$

+ +


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To: [email protected]: Be a Happy Tiger

For Immediate ReleaseMonth XX, 2013

Healthier Auburn Tigers are happier Tigers.

This fall, students, faculty and staff are being offered a chance to start living in a healthiermanner, through Auburn University's Exercise is Medicine initiative.

Exercise is Medicine is a new initiative that offers students, faculty and staff the option ofutilizing exercise and natural measures to combat certain illnesses and healthcareproblems, as opposed to taking medicine for these issues.

Auburn University Health Promotion and Wellness Services, Tiger Dining, AuburnUniversity Medical Clinic, Campus Recreation and Student Counseling are joining forcesto bring Exercise is Medicine to campus.

The Exercise is Medicine initiative plans to offer a number of services to help students,faculty and staff live as healthy as possible. These include programs offering personaltrainers, nutritional assessments, counseling and healthier food options.

By paying an affordable fee of$XX a semester, students, faculty and staff can join theExercise is Medicine movement.

This program offers a low-pressure environment in which all participants are encouragedto improve their lifestyles, with trained professionals helping them every step of the way.

To learn more, contact Health Promotion and Wellness Services at (334) 844-1528 or byemail at [email protected].

Exercise is Medicine is part of a global initiative coordinated by the American College ofSports Medicine, focused on improving health and well-being by taking naturalmeasures. This includes using exercise as a method of treating and preventing certainillnesses and chronic diseases. It is being implemented on Auburn's campus in fall 2013.

###


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Backgrounder+Explanation+

+

$ The$backgrounders$are$a$short$and$concise$explanation$of$Exercise$is$

Medicine,$Health$Promotion$and$Wellness$Services$and$the$CocaICola$Company$with$which$they$plan$to$partner$with.$t$is$considered$a$biography$of$an$organization$and$

is$useful$for$media$who$want$to$write$their$own$features$on$the$organization$and$its$history.$t$is$usually$written$based$off$of$the$fact$sheet$about$the$organization.$We$

recommend$that$the$backgrounder$be$used$as$a$part$of$the$media$kit$that$is$

distributed$and$for$updating$the$website$or$brochure.$$

++ +


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!

Student Center, Suite 2101Auburn, AL 36849

(334) 844-1528Backgrounder

Exercise is Medicine is an initiative focused on encouraging primary care physicians and

other health care providers to include exercise when designing treatment plans for patients. This

initiative is set to launch in fall 2013. Exercise is Medicine is committed to the belief that

exercise and physical activity are integral in the prevention and treatment of diseases and should

be regularly assessed as part of all medical care.

Research shows that exercise has a role in the treatment and prevention of more than 40

chronic diseases including diabetes, heart disease, obesity and hypertension, and can reduce

mortality by 50 percent. Exercise is Medicine is designed to help engage students, faculty and

staff in ongoing efforts to improve physical fitness and health and wellness across campus. One

component of the initiative will be for students, faculty and staff to receive tips and tools that

will help them utilize physical activity to prevent or manage many of the most common health

conditions. Students, faculty and staff will learn strategies on fitness that can become lifelong

habits for wellness.

-more-


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A key component of Exercise is Medicine involves calling the Auburn University

Medical Clinic to review and assess every patients physical activity level at every visit. Patients

should be counseled on exercise regimens, with office visits concluding with exercise clearance

and prescription or referral to a certified health and fitness professional.

The initiative aims to have physical activity recorded as a vital sign during patient visits

and to encourage able patients to meet the U.S. Physical Activity Guidelines for Americans by

participating in at least 150 minutes of moderate-intensity physical activityand five days of

physical activity per week.

The Exercise is Medicine initiative includes support from the American Heart

Association, the American Academy of Family Physicians and the Coca-Cola Company.

###


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Student Center, Suite 2101

Auburn, AL 36849

(334) 844-1528Backgrounder

Health Promotion and Wellness Services was founded in January 2011 when Dr. Ainsley

Carry, vice president of student affairs, thought the campus was not doing a good job of

providing education and health promotion services. Led by Eric Smith, director, Health

Promotion and Wellness Services provides the Auburn University community with evidence-

based and theory-driven health promotion and prevention services. Health Promotion and

Wellness Services vision statement is that it wishes to increase the overall health standards at

Auburn University by affecting students knowledge, beliefs, attitudes, skills and behaviors

concerning health and wellness.

Health Promotion and Wellness Services exists to cultivate a campus atmosphere that

supports and respects healthy lifestyle decisions made by students, faculty and staff. As a campus

resource, it serves to educate all members of the Auburn family about living a healthy lifestyle

and the many benefits of making healthy choices.

Health Promotion and Wellness Services offers a variety of outreach options, designed to

educate students and provide information about several health-related issues. This includes

information and resources pertaining to alcohol and drugs, interpersonal violence, academic

health, health and wellness and sexual health and wellness.

-more-


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Some outreach programs include Safe Harbor, Step Up and War Eagle Wheels amongst

others.

Along with the outreach options,Health Promotion and Wellness Services facilitates

discussions about a variety of health and wellness topics impacting students' academic and

personal success. Some topics include self-care, relationships and community. It also has an

Exercise is Medicine initiative set to launch in fall 2013.

###


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Coca-Cola Company

1 Coca Cola Plz NW

Atlanta, GA 30313

Backgrounder

The Coca-Cola Company is one of the leading partners of the Exercise is Medicine

initiative. Coca-Cola was invented May 1886 by Dr. John S. Pemberton in Atlanta, Ga. The

name "Coca-Cola" was suggested by Pemberton's bookkeeper, Frank Robinson. He penned the

name Coca-Cola in the flowing script that is famous today. Coca-Cola was first sold at a soda

fountain in Jacobs' Pharmacy in Atlanta by Willis Venable. During the first year, sales of Coca-

Cola averaged nine drinks a day, adding up to total sales for that year of $50.

Today, led by Coca-Cola, the world's most valuable brand, the Coca-Cola Companys

portfolio features $16 billion brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero,

vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, it is the

number one provider of sparkling beverages, ready-to-drink coffees, juices and juice drinks.

Through the world's largest beverage distribution system, consumers in more than 200 countries

enjoy their beverages at a rate of more than 1.8 billion servings a day. Coke has become one of

the global market leaders in the beverage industry.

Cokes mission statement seeks to refresh the world, inspire moments of optimism and

happiness and to create value and make a difference.

-more-


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Muhtar Kent is itschairman of the board and chief executive officer, a position he has held since

April 2009. He has helped the company produce 3,500 products worldwide with more than 500

brands. Coke currently has the number one product fan page on Facebook with 62,158,919 likes,

and 64,040 Twitter followers.

###


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Frequently+Asked+Questions+Explanation$

Frequently$Asked$Questions$(FAQs)$are$developed$to$answer$common$

questions$the$audience$may$have$about$the$organization$and$the$services$it$offers.$FAQs$can$be$posted$to$the$website$or$distributed$along$with$materials$created$to$be$

given$out$during$the$implementation$period$of$the$initiative.$For$the$Exercise$is$Medicine$initiative,$Health$Promotion$and$Wellness$Services$should$post$the$FAQs$to$

the$website$and$distribute$hard$copies$during$fall$2013$to$target$Auburn$University$

students,$faculty$and$staff.$$

$

+ +


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AU Health Promotion andWellness Services

Student Center, Suite 2101Auburn, AL 36849

Frequently*Asked*Questions*

What is Health Promotion and Wellness Services?Auburn University Health Promotion and Wellness Services provides information to

students to help them make healthier lifestyle choices on campus. The office focuses

on student attitude, self-esteem, body image, physical fitness, nutrition and mental

health.

What services are offered to help students through different problem areas?The office provides outreach on topics such as alcohol and drug use, interpersonal

violence, academic health, relationship abuse, self-care, anger management, conflict

resolution, and campus involvement and volunteering.

Where can students find information about Health Promotion and WellnessServices?The office has a blog, Facebook, Twitter and YouTube account that can be accessed

on the website with updated posts and information. The website can be found at

https://cws.auburn.edu/studentAffairs/healthAndWellness/. The office also discusses

important topics on BeWell Radio every Wednesday at 10 a.m. CT on WEGL 91.1.

Are there written materials that provide information for students to read insteadof accessing social media outlets for information?Health Promotion and Wellness Services publishes written materials on the websitefor students to view as PDF files. These materials include information about the

office, healthy transitioning into college, alcohol abuse and drug use.

Where is the Health Promotion and Wellness Services office located?The office is located on the second floor of the Student Center in Suite 2101.

What is the best way to contact Health Promotion and Wellness Services?The best way to contact the office is by email at [email protected] to schedule anappointment or by phone at (334) 844-1528.

Contact: AU Health Promotion andWellness Services

email: [email protected]: (334) 844-1528!


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!American College of

Sports Medicine

P.O. Box 1440Indianapolis, IN 46206-1440

exerciseismedicine.org

Frequently*Asked*Questions*What is Exercise is Medicine?Exercise is Medicine is a global initiative that is coordinated by the American Collegeof Sports Medicine. This program encourages increased physical activity prescribed bydoctors rather than prescription drugs to prevent certain illnesses and chronic

diseases.

What illnesses and chronic diseases can be prevented by prescribing exerciseinstead of prescription drugs?Exercise can be prescribed as a preventative measure for problems such as diabetes,strokes, high blood pressure and heart disease.

What is the purpose of using exercise instead of prescription drugs to preventthese illnesses and chronic diseases?The purpose of Exercise is Medicine is to help establish healthier lifestyle choices inindividuals long term. Including increased physical activity into daily routines will help

prevent future illnesses and promote less reliance on prescription drugs.

Are personal trainers assigned to individuals receiving treatment through Exerciseis Medicine?Yes. Exercise is Medicine coordinates the use of personal trainers into the program to

provide support and guidance for patients.

Who supports Exercise is Medicine?Several colleges in the United States have implemented the program. Organizationssuch as the Coca-Cola Company are official partners with this initiative. U.S.A. Track

and Field and the United States Masters Swimming teams are also advocates of the

program.

Is Exercise is Medicine a costly program for individuals who have been prescribedexercise instead of prescription drugs?The cost of the program will vary depending on the organization that is implementingthe program. Depending on the organization, there may be resources available thatcould potentially reduce the cost for individuals prescribed to the program.

Contact: AU Health Promotion

& Wellness Services

email: [email protected]

phone: (334) 844-1528


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Fact+Sheets+Explanation+

$

Fact$sheets$are$created$to$provide$information$about$the$organization.$The$

information$is$traditionally$placed$in$bullet$form$making$it$easier$for$someone$to$read.$The$fact$sheets$created$for$Health$Promotion$and$Wellness$Services$for$the$

Exercise$is$Medicine$initiative$should$also$be$distributed$during$the$fall$2013$implementation$process.$Providing$quick$facts$to$students,$faculty$and$staff$will$help$

inform$the$target$audience$about$the$organization$and$its$services.$$$$

$

+ +


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!!

FACTSHEET

Auburn University Health Promotion and Wellness Services provides informationto students to help them make healthier lifestyle choices on campus.

The office provides outreach on topics such as alcohol and drug use,interpersonal violence, academic health and relationship abuse.

Health Promotion and Wellness Services partners with organizations such asSafe Harbor, the Sexual Assault Awareness Month Task Force, TESI Team and

the Advisory Committee for a Drug Free Campus and Work Place.

The office provides information on self-care that includes attitude,self-esteem, body image, physical fitness, nutrition and mental health.

Information and discussions about anger management, conflict resolution, andcampus involvement and volunteering is also provided.

The office will implement a new initiative, Exercise is Medicine, beginning fall2013. More information on the program to follow.

Health Promotion and Wellness Services has a blog, Facebook, Twitter andYouTube account that can be accessed on the website with updated posts and

information.

For more information about Health Promotion and Wellness Services, visithttps://cws.auburn.edu/studentAffairs/healthAndWellness/, call (334) 844-

1528 or email [email protected].


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FACT

SHEET Exercise is Medicine is a global initiative that is coordinated by the American

College of Sports Medicine.

The American College of Sports Medicine is the largest sports and exerciseorganization in the world.

Exercise is Medicine encourages increased physical activity prescribed bydoctors rather than prescription drugs to prevent certain illnesses and chronic

diseases.

Increased physical activity can help lower the risk of such illnesses as diabetes,strokes, high blood pressure and heart disease.

Exercise is Medicine coordinates the use of personal trainers into the programto provide support and guidance for the patient.

The Coca-Cola Company is one of the official partners of Exercise is Medicine. U.S.A. Track and Field and the United States Masters Swimming teams are

advocates of the program.

Auburn University will implement Exercise is Medicine beginning fall 2013. The Auburn University Medical Clinic, Tiger Dining and Campus Recreation are

providing services to make the implementation of the program a success forAuburn students, faculty and staff.

For more information about Exercise is Medicine, visit exerciseismedicine.orgor contact Auburn University Health Promotion and Wellness Services by phone

at (334) 844-528 or email [email protected].


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Tiger+Dining+Fact+Sheet+Explanation+

+

Tiger$Dining$is$an$integral$part$of$Exercise$is$Medicine.$The$organization$has$

a$lot$to$offer$students,$which$they$may$not$know$about.$This$includes$a$Tiger$Dining$App$being$developed.$For$this$reason,$we$decided$to$create$a$fact$sheet.$This$can$be$

utilized$when$informing$students,$faculty$and$staff$about$everything$Tiger$Dining$has$to$offer.$It$can$be$used$in$a$variety$of$circumstances,$including$being$offered$at$

Tiger$Dining$locations,$or$used$in$the$Camp$War$Eagle$and$SOS$tours.$$

+ +


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FACT

SHEET Tiger Dining is working with the Exercise is Medicine program to help Auburn

University's students, faculty and staff become happier and healthier.

To make eating well on campus easier, Tiger Dining has developed the AuburnUniversity Tiger Dining App, whichcan be downloaded for free at the app

store.

The app contains various information about Tiger Dining restaurants, includingrestaurant locations and directions to reach them.

It also includes a menu item nutritional label info section, which displaysnutritional information for a selected menu item.

A restaurant detail section displays the hours for the current day, health iconsand menu items. Selecting any item will take you to its nutritional information.

Gluten-free, vegetarian and vegan options can be found on campus and aredescribed on the Tiger Dining website.

Auburn University's campus will also soon see new additional healthy diningoptions.

To learn more about Tiger Dining and the options offered, visithttp://www.dineoncampus.com/auburn/.

For more information about Exercise is Medicine, visit exerciseismedicine.orgor contact Auburn University Health Promotion and Wellness Services by phone

at (334) 844-528 or email [email protected].


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Meme+Explanation+

+

$ The$meme$advertisements$are$a$different$approach$to$raise$awareness$for$

the$Exercise$is$Medicine$initiative.$They$are$humorous,$offering$a$different$type$of$aesthetic$when

exercise is medicine campaign

Documents