Healthy Monday

Syracuse

S.I. Newhouse School of Public CommunicationsSyracuse University ~ Master’s Capstone 2010

2

TABLE OF CONTENTS

EXECUTIVE SUMMARY............................HEALTH IN AMERICA TODAY..............HEALTHY MONDAY’S TARGET............CONNECTIVE CORRIDOR...................... RESEARCH.......................................................INSIGHTS...........................................................CREATIVE STRATEGY................................EXECUTIONS.................................................MEDIA & EXTENSIONS...........................31

451112 14152022

3

AGENCY PROFILE

Founded in May 2010, Casa Nueva is comprised of Nick Cicero, Mike Daugherty, Ryan Smith, and Pooja. Casa Nueva, meaning “House of New,” seeks new and exciting brands young and old to create thought-provoking and creatively driven campaigns.

Nick Cicero..............ncicero0@gmail.com Mike Daugherty.......mbdaughe@syr.edu Ryan Smith...............rysmith59@gmail.com Pooja.........................pooja@syr.edu

nuevacasa ca saa sc a

4

Out of all the days that make up a week, Monday serves as the best opportunity to start from scratch. Much

like New years, people see Monday as a time to start over, plan ahead and begin healthy habits.

Healthy Monday was able to capitalize on this idea. By leveraging Monday as the perfect day to start healthy

habits, HM was able to create lasting programs whose goal is to promote physical and emotion health. These

programs are designed to bring schools, businesses, and communities together under one common goal. Healthy

Monday provides these programs to organizations and gives them the freedom to tailor the programs to the needs

of the people.

What is missing from Healthy Monday is a clear and identifiable link between the programs and the Healthy

Monday umbrella. What Casa Nueva was able to do is provide a perfect platform for facilitating this link. By

combining a Healthy Monday proprietary application and the Connective Corridor in downtown Syracuse, we were

able to create a perfect venue to promote Healthy Monday. The Connective Corridor provides all the tools needed

to participate in Healthy Monday, and we found a way to highlight these. In addition, we used Foursquare as a model

to create badges that reward people for participating in the programs.

Now there is a system that houses all the programs under the Healthy Monday umbrella. Using these

programs with the businesses and organizations around the Connective Corridor we provide the potential to bring

an entire community together. What started as a simple concept, has now transformed into a movement that can be

extended to every city in the United States.

EXECUTIVE SUMMARY

5

HEALTH IN AMERICA TODAY

overweight or obese. These trends are due in large part to some detrimental lifestyle choices, chief of those being an increase in food intake, increasingly sedentary lifestyles and environments that make it difficult for individuals to make healthy choices, and rather easy to consume extra

calories, all contributors to the obesity epidemic facing our country at present.

The obesity epidemic threatens the progress American’s have made in increasing our quality of life and expectancy throughout our brief history, and curbing this trend will require a committed peoples and organizations across the nation working

together to take action. This change requires parents, neighbors, the medical community, employers, schools and individuals to take a coordinated and comprehensive approach in combating obesity that threatens our nation.

In January of 2010, First Lady Michele Obama, the U.S Department of Health & Human Service (HHS) secretary Kathleen Sebelius and U.S. Surgeon General Regina Benjamin announced plans to help Americans lead healthier lives through better nutrition, regular physical activity, and encourage communities nationwide to support healthy choices. Behind the initiative set fourth by the First lady, The Surgeon General’s Vision for a Healthy and Fit Nation, sheds light on the alarming trend of overweight and obese Americans, asking for a rallying around a grassroots effort to commit to changes that promote the health and wellness of our families and communities. According to Dr. Benjamin’s report, the prevalence of obesity has more than doubled among adults, and almost tripled among children and adolescents from 1980 to 2008. Currently two-thirds of adults and nearly one in every three children are

6

In her recommendation in The Surgeon General’s Vision for a Healthy and Fit Nation, Dr. Benjamin outlines a few ways we can combat obesity and overweight epidemic currently plaguing our nation:

Improving our Communities - neighborhoods and communities must become actively involved in creating healthier environments. The availability of supermarkets and recreational facilities couple with the limitation of advertisements for less healthy food and beverages are all ways to sustain a better healthier living environment.

Healthy Choices and Healthy Home Environments – identifies that change begins with individual choices Americans make each day for themselves, their families and those around them. Reducing consumption of sodas and juices with added sugars; eating more fruits, vegetables and whole grains; limiting television and becoming more physically active will help to achieve and maintain a healthier lifestyle.

Creating Healthy Child Care Settings

Creating Healthy Schools

Creating Healthy Work Sites

Mobilizing Medical Communities “Americans will be more likely to change their behavior if they have a meaningful reward – something more tan just reaching a certain weight or dress size.” - U.S. Surgeon General Dr. Regina Benjamin

HEALTH IN AMERICA TODAY

7

Elements of Wellness ProgramsWhile wellness programs should be tailored to the specific needs and capabilities of each individual/organization, some standard elements of many wellness programs include:

- Health education/awareness- Weight loss- Nutrition/healthy eating- Fitness- Biking/walking to work- Lunchtime exercise classes- Stress management- Smoking cessation- Alcohol & drug abuse counseling- Preventative education

Barriers to ImplementationThese five obstacles are just a few of the reason wellness programs aren’t implemented more:

Reasons Against Implementation of workplace wellness programs according to the 2004 National Worksite Health Promotion Survey:

- Lack of employee interest 64% - Insufficient staff resources 50% - Inadequate funds 48% - Failure to engage high-risk employees 48% - Inability to elicit the support of upper management 38%

US Health Fast Facts:

- Two-thirds of adults and nearly one in three children are overweight or obese

- 70% of American Indian/Alaskan Native Adults are overweight or obese.

- The prevalence of obesity in the U.S. more than doubled (from 15% to 34%)

among adults and more than tripled (from 5% to 17%) among children and

adolescents from 1980 to 2008.

- An obese teenager has over 70% greater risk of becoming an obese adult.

- Obesity is more common among non-Hispanic black teenagers (29%) than

Hispanic teenagers (17.5%) or non-Hispanic white teenager (14.5%).

SOURCE: Quintessential Careers Workplace Wellness Programs

8

WHAT IS HEALTHY MONDAY?

Healthy Monday is a non-profit public health organization associated with the Johns Hopkins Bloomberg School of Public Health, Columbia University Mailman School of Public Health and Syracuse University Newhouse School of Public Communications, dedicated to promoting sustainable health behaviors. The goal of Healthy Monday is to position Monday, the proverbial first day of the work week, as a day in which programs can be developed and implemented to sustain healthy lifestyle behaviors that can end preventable and chronic disease. HM works with a wide network of organizations to develop health behavior change programs in schools and universities, companies, organizations, workplaces, and communities at large.

Healthy Monday

9

SO WHY MONDAYS?

Monday has the special significance as the beginning of the week and people see at as an opportunity to start over. People are more likely to start diets, exercise programs, quit smoking, and schedule doctor’s appointments on Monday than any other day. People are also looking for programs to help motivate them to pursue healthy habits. In order to be effective these Monday programs must be supplemented by positive reinforcement throughout the week. The “Case of the Mondays” stigma has become less visible recently, with an increase of people seeing Monday as a day for a fresh start.

Current Healthy Monday Zen Classes

Wellness Marathon

Healthy Cooking

10

OTHER HEALTHY LIFESTYLE BRANDS

AARP-Recently announced Fat2Fit program targeted towards seniors.-Online contest/community where users are asked to share weight loss goals and track progress.-Winners are chosen for weekly prizes, with the grand prize being a year-long gym membership with personal trainer.-A unique twist to this program: Winners aren’t selected simply by how much they’ve lost. Instead, they’re chosen by a panel of health experts evaluating weight loss, and meaningful online contributions to the Fat2Fit community.

The Biggest Loser

-Started as a TV show on NBC-Popularity of the show has exploded the brand, with product lines extending into health videos, fitness equipment, and even Wellness Spas.

Online Fitness Communities-Many people are forming online communities about healthy living-There are many websites now to track health and wellness goals, get advice about health, and find new and interesting wellness routines-Examples -Fitday.com -Fitnessonline.com -Dailyburn.com -bodybuilding.com

Local School and Health Groups

-Say Yes to Education/Syracuse City Schools incorporates wellness and healthy eating in after-school programs-Onondaga County Health Department has sporadic health awareness initiatives (case by case basis)-American Heart Association-American Red Cross

11

Syracuse Population: 139,896 (2006, 5% decrease since 2000 Census)SOURCE: http://www.muninetguide.com/states/new_york/municipality/Syracuse.php

Syracuse Residents• Health Conscious People• College Educated or More 18 - 49 PSYCHOGRAPHICS:• I Try to Eat Healthier on certain days • I’m Usually the First to Try New Health Foods• Friends Ask my Advice about Health/ Nutrition• Internet Increased Desire to Learn/Search• Internet is the New Way I Socialize• Use Internet for Med. Services/Info. in last 30 Days source: simmons choices 3

TARGET

12

THE CONNECTIVE CORRIDOR

Looking at the Syracuse University area, and the city at large, there’s a distinct link marrying the two. The Connective Corridor is a free bus service from Centro, connecting SU and the Syracuse downtown area, funded by National Grid. Students, as well as the community at large can ride free of charge from the University area to downtown on a route that highlights the cultural and economical gems the University community and downtown area has to offer. The connective corridor highlights two key areas where the Syracuse community congregates to work, dine, exercise, and socialize: Downtown and University Hill.

These areas are home to a variety of healthy eating choices, as well as the rich cultural surrounding that makes a walk outside or a Monday Mile all the more appealing. There is also the ability to advertise Healthy Monday on this bus route, allowing for information to be distributed to passengers riding between the destinations.

13

DOWNTOWN: Armory Square has replaced South Salina Street as the main retail and dining area of Downtown Syracuse. Armory Square has around 30 dining establishments, around 20 pubs, bars and clubs, and over 50 other retail stores. Similarly, but on a smaller scale, there is the Hanover Square area.

UNIVERSITY HILL: Marshall Street, along with its terminus South Crouse Avenue, is lined with stores, bars, and restaurants, primarily catering to the student population on “The Hill”, as well as the over 25,000 people who work there daily. East Genesee Street at the northwestern corner of the neighborhood has several retail establishments, as well.

14

Secondary

-Health reports, articles in health magazines, websites

-Surgeon General Report on Health

-Reviewing previous Healthy Monday campaigns

Primary

-Survey on Syracuse Healthy Preferences

-Survey created on Surveymonkey.com and sent solely through Social

Networking Sites (Twitter and Facebook).

-55 respondents from the Syracuse Area

-20 students, 35 community members.

-questions focused on healthy living choices, and internet awareness/

preferences

-Telephone and In-Person Interviews

-Six Interviews were conducted via telephone

RESEARCH

15

MOVE TO MOBILEThe Syracuse Community (and nation at large) is increasing mobile communications in ways other than Talking/Texting.

-Everyday conversations are moving online, and many of the same things we talk about in person have become more acceptable to share.

-22% of all time spent online is spent conversing through social media (Nielson, 2010).

-In our local study, 85% of respondents said Facebook was a daily part of their social life, with over 60% feeling similarly about Twitter

-The same study showed that friend recommendations influence 50% of respondent’s choices in a restaurant.

INSIGHTS

16

NEED FOR NEWPeople are turning to new online sources to track weight loss goals, find healthy tips, and find general health information.

-Celebrity health icons like Dr. Oz, Sanjay Gupta, and even Jillian Michaels all have a growing presence online in the forms of blogs, video diaries, and full websites dedicated to the products/services they endorse.

-The internet allows simple and easy monitoring of healthy living, with the ability for graphic displays to better reinforce their positive progress.

-Our Syracuse research study showed that nearly 60% of respondents talk with their friends about healthy eating and living when socializing

-The same study showed that over 80% of respondents self-identified themselves as “health conscious”

INSIGHTS continued

17

CONNECTED BY A CORRIDORThe Connective Corridor is a facilitating link between Syracuse University and the greater Syracuse Community The route is more than just cultural and educational locations; there are more than 25 different eateries spread within a mile from the city center, and a number of trails and monuments to take a nice walk or jog.

-Students use the corridor to get downtown, and to the other campuses of SU (School of Drama, School of Architecture, VPA/The Warehouse).

-Community members can ride the bus for free as well

-This corridor has a special exemption that would allow for Healthy Monday to distribute information and/or advertise in the bus.

INSIGHTS continued

18

SWOT

Strengths • Strong Core Vision • High profile advocates • Strong Brand Name • Passionate Founder

Weaknesses • Vague program details • Low staffing • Low budget

Opportunities • Partnerships • Social Media • Hometown connection • Technology

Threats • Other internal Wellness programs • Other non profits • Uninterested community

19

CREATIVE STRATEGIES & EXECUTIONS

20

• Along with the growth of online fitness communities online, and the unique nature of the area surrounding the connective corridor, we have created a fun and interesting mobile application using Foursquare to start a social branded experience for Healthy Monday.

• Our research has shown that healthy lifestyles and behaviors are more successful when they are presented in innovative and interesting ways. In primary research of Syracuse residents, we found that Syracusians are talking about healthy living with their friends, and would be more likely to participate in a healthy program if they saw friends participating.

• Coupled with local media support, and the infinite users online and around the world, this application and strategy can be a kickstart to the larger objective of spreading the Healthy Monday brand to as many individuals as possible.

• Develop Healthy Monday programs for the city of Syracuse.• Partner with local businesses, government agencies, non-profits and media.• Implement a program in which faculty and students can play an active roll• If possible, create a program that easily translates to other cities.

TASK

CREATIVE STRATEGYHEALTHY MONDAY: HEALTHY CITY CHALLENGE

21

WHAT IS FOURSQUARE?

Foursquare is a location-based social networking website, software for mobile devices, and also a game. It is a service that helps find where your friends are hanging out and offers tips shared from other users about local points of interest. Users “check-in” at venues using a mobile website, text messaging or a device-specific application. You earn badges by checking in at locations with certain tags, for check-in frequency or for other patterns such as time of check-in, or other defined parameters. (foursquare.com, 2010)

Their founder, Dennis Crowley is an alumni of Syracuse University, and already is forging city and statewide partnerships through the Pennsylvania Tourism Board, The New York Times, San Francisco Gate, Zagat’s Restaurant Guide, and even the TV network Bravo.

The site has taken off, with half a million users in March 2010, more and more are signing up by the day. The geo-location game, combined with increased social interaction has created not a fad, but a platform upon which businesses local and international can uniquely and interactively create a branded experience.

22

To promote a number of programs under the Health Monday umbrella we plan on releasing a proprietary application. Potential users will be able to download the App at healthymonday.com. In addition, the Healthy Monday App will be provided on foursquare.com. When people are in the Connective Corridor area, a “Healthy Monday” location will pop up on foursquare. Once the user clicks on the icon they will be prompted to download the Healthy Monday App.

The HM App utilizes geo-location technology where the program automatically locates your relative position. If you’re in the Connective Corridor, the App will detect that. This technology can be extended to other parts of the country that wish to implement a similar initiative.

Once the HM App locates your position you will be promoted to the main menu screen. Here you can choose one of four Healthy Monday Programs: Meatless Monday, Mile Monday, Stress less Monday, and Move it Monday. You can select the program of your choice by either clicking or pressing the appropriate icon. A database of all participating wellness venues (restaurants, gyms, spas, etc) will provide the backbone to the application.

HEALTHY MONDAY: HEALTHY CITY CHALLENGE

23

MEATLESS MONDAY

The ProgramThe purpose of the Meatless Monday section is to promote a day in which people can take a break from eating meat. Users will be able to select from a variety of restaurants as well as select from a number of meatless dishes. In addition, users will be awarded badges according to the number of meals they eat.

The ProcedureUsers who want to participate in Meatless Monday will select the appropriate icon on the main menu screen. At this point they will be

prompted to an interactive map of the Connective Corridor. Small flags on the map will designate the participating Meatless Monday restaurants. You can select a flag to learn the name of the restaurant or you can scroll through restaurant names directly below the interactive map.

After selecting a restaurant users will be lead to a screen highlighting the venue. At this point you can select from the meatless dishes that are provided at the restaurant as well as read user generated tips below. Once you select a meatless dish you will be given the option to give a “Shout”, comprised of 140 characters. Depending on user preferences the “Shout” will be integrated into Twitter and Facebook. Points will be accumulated according the frequency of Meatless meals consumed by each user.

24

User Value• Social Interaction between friends

• New and fun way to live a healthy lifestyle

• Access to discounts

Businesses Value• New way to promote business

• Increase foot traffic into the store/restaurant

• Foursquare Analytics provides customer info

MEATLESS MONDAY

25

The ProgramThe purpose of Mile Monday is to promote a day in which people can utilize the Connective Corridor as a place to exercise through walking. As part of the program, designated checkpoints with mark the Mile Monday route through the Connective Corridor. Based on their location in Corridor, they can map their route

The ProcedureUsers who want to participate in Mile Monday will select the appropriate icon on the main menu screen. At this point users will be prompted to an interactive map of the Connective Corridor. A flag will highlight the nearest Mile Monday marker. Users will be able to select the marker closest to their location or choose from a list of locations directly below the map.

Once you select a starting point, a pop up window will appear that will ask the user to confirm the starting location. Following the confirmation notice, a new map will appear highlighting the route to take to the next marker. Once you get to the next marker, the geo-location technology will provide a new pop up window on the main menu of the application. After clicking on the pop up window, you will be led to another map which highlights your current position with a flag. Below the map you will be asked if you wish to continue. If you choose yes the program will continue accumulating your distance and if you choose no your grand total will be calculated and you will be able to see how far you’ve traveled for that Monday. Users can start and stop the Mile Monday program whenever they like. The distance traveled will be recorded and users will be rewarded with badges as they accumulate miles.

MILE MONDAY

26

User Value• Designated course(users more likely to participate, much like a bike or walking trail in a park)

• Track your miles walked and save them for next time

• Connection with community, friends, and colleagues

• Competitive Resource

MILE MONDAY

<<< Checkpoint Marker placed on city streets

27

STRESS LESS MONDAY

The ProgramThe purpose of Stress Less Monday is to promote a day in which people can relax and let loose by going to yoga classes, getting a massage, or going to a spa. The Stress Less program on the Healthy Monday App builds a connection between people in the Syracuse area and participating business along the Connective Corridor. Users will be able to select from a variety of venues and locations throughout the area.

The ProcedureUsers who want to participate in Stress less Monday will select the appropriate icon on the main menu screen. At this point they will be promoted to a interactive map of the Connective Corridor. Small flags on the map will designate the participating Stress less venues. You can select a flag to learn the name of the venue or you can scroll through venue names directly below the interactive map. Stress less venues include spas, massage parlors, yoga clubs, etc. Users will select the Stress Less venue of their choice and they will accumulate points based on the number of times they attend a Stress Less venue.

28

MOVE IT MONDAY

The ProgramThe purpose of the Move It is to promote a day in which people can get in shape by attending fitness centers and workout facilities. The Move It program on the Healthy Monday App builds a connection between people in the Syracuse area and participating businesses along the Connective Corridor. Users will be able to select from a variety of venues and locations throughout the area.

29

HEALTHY MONDAY: HEALTHY CITY BADGES

30

WHO PLAYS?The Healthy Monday application will be used by Health conscious, tech savvy people who frequent the area surrounding the Connective Corridor. Our target includes students, teachers, hospital employees, and business men/women. Users will have Android, Blackberry, or iPhone.

Our target is currently involved with healthy activities or looking to get involved with healthy activities. Not only are our users health conscious but they enjoy competitive activities and ways to connect with their community. They will become aware of the Healthy Monday: Healthy City Challenge App through word of mouth, pamphlets being handed out around the Connective Corridor, and a variety of PR activities.

WHO MANAGES?A database of Healthy Monday venues with be provided with the help of the participating wellness venues and the Office of Community Engagement and Economic Development at Syracuse University. The managing of the database will be the primary responsibility of student interns and graduate assistants.

WHO BUILDS THE APP?

www.artlogic.com www.netsmartz.net/ www.hiddenbrains.com

31

COMMUNICATING IN THE COMMUNITY

TV - WSTM 3 Every Monday morning a press release will be sent to a news channel where an anchor will give a 25-30 plug for Healthy Monday. The plug will consist of a Healthy Monday Tip of the day as well as a promo for the Healthy Monday App that is building a link between the community and the businesses in the Connective Corridor area.

Radio - Hot 107.9The Morning Show with Marty and Shannon will do a 25-30 plug for Healthy Monday. The plug will consist of a Healthy Monday Tip of the day as well as a promo for the Healthy Monday App that is building a link between the community and the businesses in the Connective Corridor area.

32

NEWSPAPER - SYRACUSE POST STANDARDThe Health and Wellness section of the newspaper will host Healthy Monday tips of the week, and also will take editorial content from Healthy Monday.

Acai berries are the latest weight loss fad. These so called Super Foods that you take as a supplement to lose weight have been getting

a lot of international attention; they are all over the internet in blogs and success stories of people who have apparently used the pills and lost a ton of weight. But the Verdict is still out.

HEALTH & WELLNESS

Trisha Torrey

Continued D1Tips of the week are brought to you by Healthy Monday. Download the new Healthy Moday City Challeng App, and share ‘What the Health’ you’re up to together with your social-network.

Acai berries are the latest weight loss fad. These so called Super Foods that you take as a supplement to lose weight have been getting a lot

of international attention; they are all over the internet in blogs and success stories of people who have apparently used the pills and lost a ton of weight. But the Verdict is still out.

HEALTH & WELLNESS

Trisha Torrey

Continued D1

Tips of the week are brought to you by Healthy Monday. Download the new Healthy Moday City Challeng App, and share ‘What the Health’ you’re up to, competeing with your social-network.

33

BrochureInformation handouts will be distributed every Monday by student interns and graduate assistants in areas of the Connective corridor. These Handouts will explain the Healthy Monday Application and how people can effectively utilize the program. Locations will be health-centric.

34

35

Local Media Contact InfoWSTM (Local NBC TV) Lou Gulino news@cnycentral.com

Clear Channel Radio Hot 107.9 Geoff (Deaf Geoff) Herbert deafgeoff@hot1079.com

The Post-Standard Amber Smith asmith@syracuse.com

Other Major Media Outlets (local)Daily Orange (University) NewspaperNews 10 Now TVSyracuse.com OnlineSyracuse Post-Standard NewspaperWAER FM 88.3 (NPR) RadioCNY Business Journal NewspaperSyracuse New Times Newspaper

WCNY FM 91.3 RadioWCNY 24 (PBS) TVWSYR 9 (ABC) TVWSYT 68 (FOX) TVWTVH 5 (CBS) TV

MediaThese are some of the local media outlets, all appear willing to help a group like Healthy Monday, if solid fleshed out content was produced and created. We spoke to the following people below, who confirmed that they would participate if such a program was implemented.

Natur-Tyme (Health Store) Wendy Myerson wendy@natur-tyme.com

The Post-Standard/About.com Trisha Torrey contact@epadvocate.com

Health Link (SUNY Upstate Initiative) Cindy Carrie caryc@upstate.edu

SOURCE: mondotimes.com

36

SPECIAL THANKS

We hope you feel our plan will benefit Healthy Monday, and we want to thank you for reading. The process doesn’t need to stop here. We are truly passionate about these ideas for Healthy Monday and we look forward to collaborating with you in the hopes we can make these ideas come to life.

This campaign was produced and created for the Advertising Masters Capstone at the S.I. Newhouse School of Public Communications. None of this would have been possible without the dedication of all the Newhouse faculty, staff and students. Special thanks to Dr. James Tsao, Sid Lerner, Fiona Chew, Heather Gawornski-Salerno, Peggy Neu