Fit

Indiana University

Lets get

Together

2012 Bateman Case Study Competition

Team Members: Kristen Broyles Elizabeth Koss Matthew Smith Courtney Stiehl Victoria Summers Faculty Adviser: Dennis D. Elliott

Table of Contents
10-Page Summary 1 Executive Summary 1 Situation Analysis 2 Research 4 Campaign Plan 5 Objective 1
6 Objective 2 9 Objective 3

9 Evaluation 10 Conclusion Appendices 11 43 61 118

Appendix A: Research Appendix B: Planning Appendix C: Implementation Appendix D: Evaluation

One in children in America are overweight or obese.

Executive Summary

Never before has it been easier for American children to fit together the pieces of good health. Advances in science and technology, along with better, more varied options for nutritious foods and physical activities provide children with greater opportunities to learn, develop and engage in healthier lifestyles. Yet if developing healthier lifestyles has never been easier, then why do one in three American children suffer from childhood obesity? And, what can be done to raise awareness of this issue and inspire children to develop healthier eating and exercise habits? The Indiana University PRSSA Bateman Case Study Competition teams Lets Get Fit Together campaign sought to answer these questions, and in doing so, help American children begin to fit together the pieces of the healthier lifestyle puzzle. Through Lets Get Fit Together, our team introduced a strong health initiative within the Monroe County Community School Corporation and by partnering with a local United Way organization, the Boys & Girls Clubs of Bloomington. The campaign was developed through researching, planning, designing and implementing a plan that was very focused using strategies and tactics designed to encourage healthier lifestyles among children and their parents. Our post-campaign evaluation provides evidence of our success and demonstrates that more children are ready to get fit together.

For the first time in centuries, American children can anticipate a lower life expectancy than their parents.

Situation Analysis

For the first time in two centuries, American children can anticipate a lower life expectancy than their parents due to poor nutrition and a lack of physical activity. These childrens unhealthy lifestyles have resulted in a national childhood obesity epidemic, in which children who are obese or overweight will most likely suffer from diabetes and other health problems later in life. In creating our campaign to combat childhood obesity, the IU PRSSA Bateman team decided to concentrate on Bloomington, Ind., and the surrounding schools that comprise the Monroe County Community School Corporation. Preliminary local research revealed that the MCCSC lacked a strong health initiative in its schools, despite the prevalence of obesity in Monroe County. We met with several local United Way agencies that could potentially become a campaign partner. From these meetings, the BGCB became a logical partner due to the enthusiasm of the Clubs director, Jeff Baldwin, and the Clubs desire to start a health initiative.

In Monroe County, of children are overweight or obese.

32.6%

Based on recommendations from local health leaders, we decided to focus our research and program implementation on children ages 8 to 14. This decision was reinforced by secondary research, which revealed that children this age are impressionable but beginning to think independently. After sorting through all secondary research, we sought to find what children living in Monroe County ages 8 to 14 had previously learned about eating healthy and exercising, what learning gaps remained and what health-related behaviors were already in place. We also wanted to learn how these children could be motivated to take action individually to improve their overall health.

conduct research in the school system. Once all approvals were received, the elements of the primary research plan were initiated. Permission slips for the BGCB children (see Appendix A, p. 18) and Assent Forms for MCCSC students (see Appendix A, p. 36) were provided for parents. In both instances, parents who preferred that their child not participate in the research were excluded.

Qualitative Research
Focus Groups
The focus groups (see Appendix A, p. 19 for questions) were conducted on Dec. 14, 2011, and consisted of two 20-minute sessions with children ages 8 to 11. These focus groups were held at the BGCB and were comprised of five children in each group. The children were selected to participate by Matthew Searle, program director of the Boys & Girls Clubs of Bloomington.

Research

Based on the secondary research contributing to the situation analysis, the IU PRSSA Bateman team sought to determine the behaviors of children in Monroe County ages 8 to 14. We also found it important to determine what information these children had learned about healthy lifestyles, and consequently, what misunderstandings still remained. Finally, we wanted to discover how to appropriately word messages for children to support their comprehension and discover what messages could motivate them to live heathier lifestyles. Therefore, we crafted a research plan to explore these research objectives. Information from the situation analysis was continually referenced during the creation of this plan.

Questionnaire

Quantitative Research
To better understand our audiences level of knowledge, we developed and administered a questionnaire at Batchelor Middle School and Clear Creek Elementary School, both in Bloomington, Ind. Through these two schools, we were able to gather 302 participants in grades ranging from third to eighth. We believed this was an appropriate random sample of the community youth. The questionnaire (see Appendix A, p. 38 for questions) included a mix of contingency, dichotomous, rating-scale, and open- and closed-ended questions. The questions were structured to allow analysis that could look at multiple variables.

Consent
In order to conduct research with children at the BGCB, the teams United Way partnering agency, and in MCCSC schools, certain mandatory requirements needed to be met for each group. For the BGCB, each member of our team was required to agree to a background check because of the direct interaction with children at the organization. We also acquired permissions from the IU School of Education and the MCCSC (see Appendix A, p. 31) to

Our analysis of both the qualitative and quantitative research is explored in the next section.

Research Findings
Focus Group Analysis
As part of the primary research process, we conducted two 20-minute focus groups with children ages 8 to 11. These focus groups were held at the BGCB and were comprised of five children in each group. Parental consent was obtained for each child who participated in these focus groups. Children in the groups: Understood the importance of living healthy lifestyles, but not necessarily how to live healthy. Had limited knowledge of what healthy foods may be, but this knowledge does not reflect what they actually eat. Were unable to draw what a balanced meal looks like during the drawing exercise. Were conscious of the importance of health and eating balanced meals, but they did not understand how essential it is that they need to strive to live healthy lifestyles. Prefer to participate in unhealthy activities like playing video games and watching television, but later associated these types of activities with obesity. Did not fully understand how these types of sedentary activities can affect their future health. Recognized traditional forms of exercise, like doing push-ups, but are not participating in these types of activities. Presented an opportunity to redefine exercise in terms that children understand. Indicated that parents are the main decision-makers and sources of fast foods and other unhealthy foods in a childs diet. Look to their parents to set an example for them. Like to learn from teachers or other trusted sources. Agreed that explanations and interactive activities, like songs and games, are more helpful than other forms of passive communications, like posters.

Two areas that we considered critical to include in the campaign plan were finding an alternative approach to coaching children about exercise and providing information to parents to use as examples about healthy lifestyles.

Questionnaire Analysis
As part of the primary research process, we distributed questionnaires to classes at two MCCSC schools; one elementary and one middle school. The questionnaires were administered by teachers in health education and gym classes: 152 respondents from the elementary school and 150 respondents from the middle school for a total of 302 respondents. Of this total, 47% were male and 53% were female.

9%

13%

24%
Home School Home and school After school program Internet

30%

31%
Children indicated that they prefer to learn about habits for better health at home, in school, both at home and school, at an after-school program and on the Internet.

47%

53%
Concerned Unconcerned

Over half of the children reported being concerned about themselves or someone they know being overweight, and 47% were unconcerned.

In general, the children knew the five essential food groups (fruits, grains, vegetables, proteins and dairy) when asked to make a balanced meal. However, it was clear that they did not necessarily understand how to fit all of the pieces together to make a balanced meal. Over half of children (52%) chose activities with peers when asked what kinds of activities would make them want to exercise more. The second most frequent response was activities as part of an athletic team (46%), followed by activities you can do by yourself (12%) and activities involving your parents (6%).
When asked to select a phrase that described healthy, 79% of the children chose nutritious eating, followed by 53% who chose physically fit and 50% who chose active.

Over half of the children (52%) reported that their parents sometimes participate in physical activity with them. Another 19% reported that they often participate in physical activity with their parents, and 10% very often. Of the total respondents, only 18% indicated that they never participate in physical activity with their parents. The children chose the response not at all (41%) when asked how influenced they are by what their friends are eating. This response was followed by somewhat influenced (30%), and not sure (22%). A total of 12% indicated that they were influenced or very influenced by their peers eating habits. The majority of children (76%) said that their parents speak with them about eating healthy, and 66% indicated parents talk about being physically fit. Interestingly, 71% indicated that their parents are not talking to them about their weight. The majority of children (80%) said that they would be willing to eat nutritious foods, but the remainder of children indicated they would not eat nutritious foods.

38%
Think about nutrition Do not think about nutrition

62%
Over half of the children think about how nutritious a food is before they eat it. However, 38% indicated they do not think about nutritional content at all.

Campaign Plan
Lets Get Fit Together seeks to educate the children, parents and other stakeholders in Monroe County about the harmful effects of childhood obesity and strives to motivate both children and parents to take action against childhood obesity by developing healthy habits and lifestyles through eating nutritious, balanced meals and exercising regularly. Looking closely at the research findings from focus groups and the broader audience answering the quantitative questionnaire, the IU PRSSA Bateman team established and implemented the following campaign plan:
NOTE: An expanded rationale of the campaign plan can be found in Appendix B, p. 62.

The majority (78%) of children responded that they eat snacks between meals. Of these, 77% are snacking because they are hungry, 13% ate snacks out or boredom, 13% because they liked the taste of the snacks, 9% because they were offered food by another and 5% because they felt unhappy or sad.

Objective 1: To present a consistent appearance across campaign elements to brand Lets Get Fit Together

Strategy 1: To present a consistent appearance across campaign elements

Rationale: A meaningful and easy-to-recognize brand is vital in shaping a sense of trust and establishing connections with ones target publics. We sought to create a simple and easily recognizable brand that would encourage and empower publics to take action against childhood obesity and engage in healthy lifestyles. It was important to develop a brand that would appeal to both parents and their children. Also, the a brand would instill a sense of peer and community-wide support in encouraging our publics to get fit together.

Tactic 1: Develop Lets Get Fit Together theme that can be used and adapted for campaign elements
The Lets Get Fit Together theme revolves around the idea of fitting together the numerous aspects of good health such as fitting together balanced meals with regular exercise, to encourage and empower parents and children to engage in healthy lifestyles that will help combat and prevent childhood obesity. Research findings indicated that the majority of children associate both healthy eating and physical activity with what it means to be healthy.

Tactic 2: Develop promotional materials

Campaign materials that would appeal to both children and their parents were essential. Research indicated that parents are not routinely talking to their children about weight (possibly due to the sensitivity of the topic), so promotional materials focused on encouraging children and parents to take steps toward healthier lifestyles. The materials express the importance of balanced meals, the importance of pairing exercise with healthy eating and the importance of doing different types of regular exercise. Teaching children and parents how to make quick, easy snacks would ideally encourage publics to engage in these simple lifestyle changes.

Tactic 3: Chalk the sidewalk outside of the Boys & Girls Clubs of Bloomington (BGCB)
Leading up to our Lets Get Fit Together Triple Play program (see Objective 2 below) with our United Way partner the BGCB, we used chalk to write campaign messages on the sidewalk outside of the BGCB facility to encourage parents to enroll their children in the program and to encourage children to desire participation in the program.

Objective 2: To increase awareness of childhood obesity among children ages 8 to 14 in Monroe County during February
Rationale: The enthusiasm and healthy lifestyles mission of the BGCB provided a perfect fit for our campaign. The BGCB has a large membership of children within the campaigns target age group, and these children will also serve as ambassadors in their schools to spread key Lets Get Fit Together messages.

Strategy 1: Partner with the Boys & Girls Clubs of Bloomington (BGCB) to spread key childhood obesity preventative messages

Tactic 1: Teach four (4) Mind classes to BGCB participants

Along with the BGCB directors, Lets Get Fit Together Triple Play Body program was developed to teach participants how to properly perform various exercises and receive 60 minutes of exercise on days the class was taught. Prior to the start of the program, participants completed a pre-test in which they performed each of the various exercises they would more about during the four Body classes. Focus group findings clearly indicated a need for routine exercise.

Tactic 2: Teach four (4) Body classes to BGCB participants

In conjunction with the BGCB directors, a Lets Get Fit Together Triple Play Mind program was developed to teach participants about the various aspects of good health related to nutrition and developing healthy eating habits that will prevent childhood obesity. Participants were given a pre-test at the start of the program to determine what they already knew about nutrition and making healthy food decisions. A class was held every Tuesday during the month of February, and the participants learned about the different food groups, about how to construct balanced meals and about how to make quick, healthy snacks. A post-test evaluated how much participants learned from the program.

Individual binders were prepared for each of the Lets Get Fit Together Triple Play program participants, in which the participants could log and track their progress. This tactic was opportunistic in that if children are able to see their progress from repeatedly performing certain exercises, they are more likely to continue performing these exercises outside of class and lower their likelihood of becoming obese.

Tactic 3: Prepare individual binders with graphs for each class participant to track his or her progress over the course of the Body program

Tactic 4: Send home promotional packets with BGCB participants that provide information on creating balanced meals and the benefits of physical activity
Triple Play participants involved their parents in the program by reinforcing key messages of Lets Get Fit Together.

Tactic 5: Host a Zumba event for BGCB participants

A 30-minute Zumba class, led by a professional Zumba instructor, provided fun, fast-paced dance movements to music. Our focus group findings illustrated that many children like to learn from teachers or from other trusted sources and that activities are more helpful in their learning process than passive forms of communication.

Strategy 2: Reach out and partner with a student organization to further promote and spread Lets Get Fit Together messages
Rationale: Partnering with an IU student organization that works with children within our target age group would provide another way to reach more children with key campaign messages and further brand the campaign.

Tactic 1: Partner with College Mentors for Kids and teach a nutrition and fitness-oriented lesson to elementary school students
College Mentors for Kids, an IU student organization, assisted with teaching elementary school students about the importance of developing a healthy lifestyle through good nutrition and regular exercise. The lesson reflected the teams research findings and focused on how good nutrition, paired with physical exercise, can improve overall health and quality of life. The lesson also stressed the importance of healthy snack substitutes.

Tactic 2: Participate with College Mentors for Kids mentors and participants in physically active physical activities
College Mentors for Kids leaders, Bateman team and student participants engaged in several fun, physically challenging group activities and games. These games and activities were aimed at encouraging kids to stay active and exercise regularly in order to develop healthy lifestyles and stave off obesity.

Strategy 3: Host an open health and wellness event for the greater Monroe County community
Rationale: This Lets Get Fit Together community event would provide a culminating awareness event to encourage both parents and children to develop healthy habits that will increase their overall quality of life.

Tactic 1: Include a presentation on nutrition and physical activity to educate attendees on the importance of living healthy, active lifestyles
The presentation invited participants to interact to allow each of the attendees to become fully engaged with the lesson and participate in discussing their own health habits.

Tactic 2: Provide attendees with a coloring activity to be completed at the event to reinforce Lets Get Fit Together messages and demonstrate identifying and understanding of key nutrition habits
Focus group findings indicated that many children understand the importance of living a healthy lifestyle, but not many children actually understand what components of a healthy lifestyle look like. At the event, attendees participated in a coloring activity to provide their idea of a healthy, balanced meal.

The physical activity component of the wellness event allowed the Bateman team to join the attendees in fun, physically active games that reinforced the concepts previously learned from the lesson on nutrition and fitness.

Tactic 3: Lead attendees in physically active games that incorporate nutrition and fitness concepts taught during the lesson component of the event

Strategy 4: Use Internet communication tools to spread Lets Get Fit Together campaign awareness and educate publics on the effects of obesity and how to prevent it
Rationale: Research findings illustrated that children want to learn about ways to live a healthy lifestyle from a variety of communication tools. Because of the increasing popularity of the Internet with younger generations, several different Internet communication tools were used to reach our target publics.

Tactic 1: Establish LetsGetFitTogether.com as the site for all campaign Internet communications

The Lets Get Fit Together website was established and designed so that users could find complete information regarding the Lets Get Fit Together campaign, as well as access to social media sites.

Tactic 2: Create Lets Get Fit Together social media accounts

Social media accounts were used to raise campaign awareness and to direct publics back to the campaign website. These accounts were instrumental in updating target publics about campaign progress and informing them of upcoming events.

Tactic 3: Create videos that teach publics how to engage in healthy lifestyles

Two short video lessons were created that showed team members creating quick, healthy and delicious snacks for children. The videos reinforced key balanced meal and healthy snack messages that research indicated were needed. For the children who will not eat nutritious foods, the videos were meant to encourage children to eat healthier by expressing that nutritious foods taste good and are simple to make.

Objective 3: To increase media coverage of the Lets Get Fit Together campaign and the topic of childhood obesity
Strategy 1: Inform media of key childhood obesity issues
Rationale: Educating the local community about childhood obesity to provide readers and listeners with accurate information was a cost-effective way to promote events and issues to large audiences.

Tactic: Create a press release outlining the Lets Get Fit Together campaign and the issue of childhood obesity
The release described the prevalence of the problem locally and informed the media of the Lets Get Fit Together campaign.

Strategy 2: Encourage media coverage by creating events that appeal to children and parents of Monroe County
Rationale: To gain media coverage of the campaign and its events, encouraging media coverage was essential to informing the community.

Tactic: Invite local residents to the Lets Get Fit Together wellness event through a PSA
A PSA was sent to local radio stations which focused on the problem of childhood obesity and how important it is to teach children about childhood obesity early in their lives. The PSA invited listeners to bring their children to the community wellness event, stating when and where the event would be held. The Lets Get Fit Together website was referenced.

Evaluation

Objective 1: To present a consistent appearance across campaign elements to brand Lets Get Fit Together Outcome: SUCCESS
The IU PRSSA Bateman team created the Lets Get Fit Together puzzle piece theme acting as a visual aid that appeared across all of the campaign elements. This consistent appearance of the Lets Get Fit Together campaign appeared on all print, audio, online and event elements of the campaign, which made the campaign and the messages related to the campaign instantly recognizable. The messages and visual elements related to the campaign all linked back to the puzzle piece theme and using the terms fit together in all the different aspects of the campaign.

Objective 2: To increase awareness of childhood obesity among children ages 8 to 14 in Monroe County during February Outcome: SUCCESS

Through the many programs and events of the Lets Get Fit Together campaign, we increased awareness of childhood obesity and the importance of living healthy lifestyles among children, ages 8 to 14, during the month of February. For example, 90% of children who attended the College Mentors for Kids event reported learning about either eating healthy, being physically active, both eating healthy and being physically active, or how to be healthy in general. We also measured substantial increases in health-related knowledge as a result of the Triple Play program held at the BGCB. There were improvements shown from the pre-test, which was administered to the children at the beginning of the program. The post-test was administered after the program was completed. Participants understanding of the parts of a balanced meal significantly increased after the conclusion of the Triple Play program as well as their understanding of the importance of daily exercise. Children learned how to live healthy lifestyles through the messages of the Lets Get Fit Together campaign and showed that they were more likely to participate in more physical activity and eat healthier as a result of exposure to the campaign. After attending the Zumba event at the BGCB, 100% of participants reported that they would try to be more physically active in the future. The majority of children (86%) who attended the community wellness event reported that they will think more frequently about what they eat and make healthier decisions in the future. A substantial web presence was created through social media pages and the campaign website, LetsGetFitTogether.com (See Appendix C, p. 103). To raise awareness through social media, a Twitter, Facebook and YouTube page were created and linked to the website and presented in many campaign materials. During

the campaign, Twitter followers were generated and regularly updated. Many of the sustained interactions with followers through tweets and retweets were representative of an adult (parent) population. The campaign website views increased throughout the course of the campaign.

The media provided a strong connection with the target publics. The Lets Get Fit Together campaign received media coverage through radio PSAs, online community calendars and news releases, which resulted in story coverage. The PSAs were played repeatedly on WIUX, WGCL, WBWB and Hoosier County radio stations. The largest circulation daily Bloomington newspaper, The Herald-Times, picked up the news release on Feb. 21, 2012, and the article also appeared on The Herald-Times Online. This feature article emphasized the key messages of the Lets Get Fit Together campaign and the forthcoming community wellness event details. The Herald Times has a daily circulation of about 28,000. Local online community calendars, like IndianaPublicMedia.com were used to publicize the community wellness event.

Objective 3: To increase media coverage of the Lets Get Fit Together campaign and the topic of childhood obesity Outcome: SUCCESS

Conclusion
Through research conducted among children in the Bloomington community, the team found that Monroe Countys children did not understand the seriousness of obesity and the long-lasting health consequences involved. Over the course of the campaign, the IU PRSSA Bateman team positively impacted the lives of children by teaching them to how to live healthier lifestyles through events, web presence and other promotions in schools and in the media. While the campaign was successful, United Way organizations and Americans need to continue to address childhood obesity and work to encourage healthier lifestyles for children.

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Appendix A: Research
Secondary Research 12 Situation Analysis 16
Meeting Summaries 16 BGCB 17 IU Health
14 SWOT Analysis 15 Bibliography

Primary Research 18 Focus Groups 18 31

Request for Permission for Parents 19 Questions 20 Transcript 1 26 Transcript 2 Questionnaire 31 Request for Permission to Conduct Research in Schools 36 Research Assent Form 37 Instructions for Teachers to Administer Questionnaires 38 Questionnaire 40 Questionnaire Analysis Research Contact List

42

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time in two centuries, American children can Secondary Research For the firstthan their parents due to poor nutrition and a anticipate a lower life despite expectancy lack of physical activity,

Situation Analysis

scientific advances. A consequence of the younger generations unhealthy lifestyle, childhood obesity, threatens one in three children. Children considered obese or overweight will most likely suffer from diabetes and other obesity-related health problems at some point in their lives. They are also at a greater risk of having psychological problems, such as poor self-esteem. Unhealthy kids can also lack focus at school. Childhood obesity has tripled in the last 30 years, increasing at a staggering rate. As a focus for the campaign, the Indiana University PRSSA Bateman team decided to concentrate on Bloomington, Ind., where IU resides, and schools in the area surrounding IU, which make up the Monroe County Community School Corporation. Preliminary local research revealed that childhood obesity in the area mirrors national statistics, and a third of children living in Monroe County are obese or overweight. The Center for Disease Control and Prevention classifies children as obese if they are above the 95th percentile for their age and sex based on their body mass index (BMI), a scientific way of evaluating body fat. Children are considered overweight if they are between the 85th and 95th percentile and face the risk of becoming obese.

Many preventable factors contribute to the prevalence of childhood obesity. Generally, children eat more calories and exercise less than they did before the 1980s. Parents have become busier and cook fewer family meals. Eating an abundance of processed foods and unhealthy snacks has become routine for children. Portion sizes have grown. Watching television, playing video games and spending time on computers has replaced outdoor activities. At school, many children face unhealthy food options from school lunches and vending machines. Numerous states have cut gym class hours as well. Many afterschool programs similarly serve unhealthy foods and fail to ensure fitness activities for children due to a lack of regulations in some states. Therefore, a lack of guidance about health spans across many facets of a childs day-to-day activities. The alarming increase in childhood obesity has resulted in many initiatives from both governmental and private sector organizations to address the large-scale problem. First Lady Michelle Obamas recent Lets Move! campaign, for example, garnered much attention during its introduction in 2010. It attempted to reach key stakeholders like parents, doctors and children to encourage them to work together to stop childhood obesity. However, the campaign has not reached children as much as other publics like

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school administrators and parents. This illustrates the need for ongoing communications directed toward children. The state of Indiana faces a similar demand. While the Indiana State Department of Health is focused on reducing the prevalence of obesity in the general population over the next five years, which could affect the Monroe County population, it has yet to isolate childhood obesity. A Monroe County program, G.O.A.L. (Get Onboard Healthy Living), was introduced last year to help overweight children develop healthier eating and exercise habits. Pediatric physicians recommended the programs participants. The G.O.A.L. program, administered by the Indiana University Health hospital, works with community partners like schools and parks and recreation departments to reach overweight children during three annual 12-week sessions. Coordinators of the G.O.A.L. program measure the programs success by a decrease in the participants BMI. But even with this program, the MCCSC lacks a strong health initiative in its schools despite the fact that a third of its students struggle with obesity. Throughout the IU PRSSA Bateman teams secondary research process, a local advocates name routinely emerged. Hannah Laughlin, the Obesity Intervention and Program Coordinator at Indiana University Health, coordinates the G.O.A.L. program and works with schools to communicate healthy lifestyle information to children. The IU PRSSA Bateman team met with her to discuss informational needs and to learn from her experiences about tackling childhood obesity in the community. The IU PRSSA Bateman team also met with several local United Way agencies that could potentially become a partner for its campaign. From these meetings, the Boys & Girls Clubs of Bloomington became an obvious partner going forward because of the enthusiasm of the Clubs director, Jeff Baldwin, and his desire to start a health initiative that would address the Healthy Lifestyles initiative of the Clubs mission. The BGCB also provides access to a range of children from different socioeconomic classes,

which may reveal specific areas of information needs. As an added benefit, children who take part in the BGCB activities can serve as ambassadors in their schools to reinforce what is learned there. Based on recommendations from Hannah Laughlin and Jeff Baldwin, the IU PRSSA Bateman team made the decision to focus its research and program implementation on children ages 8 to 14. This decision was reinforced by secondary research findings that revealed that children in this age range are impressionable, beginning to think independently of their parents and make their own choices. After sorting through all secondary research, the IU PRSSA Bateman team wanted to find out what messages children living in Monroe County ages 8 to 14 have previously learned about eating healthy and exercising and what learning gaps remain. It was necessary to find out what health-related behaviors in children were already in place. The team also wanted to learn how these children could be motivated to take action individually to improve their overall health.

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Secondary Research
SWOT Analysis
The team assembled this chart to readily identify the strengths, weaknesses, opportunities and threats uncovered during secondary research for the situation analysis.

Strengths
Widespread recognition of problem Support available from community, BGCB and MCCSC Small, hospital-based program for overweight children underway

Weaknesses
Poor eating and exercise habits among children exists Unhealthy choices might seem easier Parents, schools and after-school programs contribute to problem

Opportunities
Young children impressionable Ability to conduct research in MCCSC schools BGCBs desire to promote health in Clubs children By activating new attention, problem can be addressed

Threats
Problem will continue to get worse without multi-faceted plan

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Secondary Research
Bibliography
2011-2016 Indiana State Health Improvement Plan. Indiana State Department of Health. Abelson, R. (2012, January 16). Learning to be Lean. The New York Times. Retrieved from http://www.nytimes. com/2012/01/17/health/learning-to-be-lean.html?_r=1&hpw Boys & Girls Clubs of America. Retrieved from http://www.bgca. org/Pages/index.aspx Centers for Disease Control and Prevention. Retrieved from http://www.cdc.gov/obesity/childhood/ Cline, K. (2005). Child Obesity in Indiana: A Growing Public Policy Concern (1st ed., Vol. 3, Rep.). Bloomington, IN: Center for Evaluation and Education Policy, Indiana University. Coordinated Health Issues Committee. Monroe County Community School Corporation. Retrieved from http://www.mccsc.net/ subsite/dist/page/coordinated-health-issues committee-5215 Girls Inc. Retrieved from http://www.girlsinc.org/index.html Indiana. (2011, March 03). Centers for Disease Control and Prevention. Retrieved from http://www.cdc.gov/obesity/stateprograms/fundedstates/indiana.html Indiana Healthy Weight Initiative. Retrieved from http://www. inhealthyweight.org/529.htm Indiana University Health - Help Local Program Fighting Childhood Obesity Win a National Award. Indiana University Health - Bloomington. Retrieved from http://www.iuhealthbloomington. org/wtn/Page.asp?PageID=WTN001062

Krache, D. (2012, January 12). Is BMI ever TMI? CNN. Retrieved from http://schoolsofthought.blogs.cnn.com/2012/01/12/is-bmiever-tmi/ Lets Move! Retrieved from http://www.letsmove.gov Olshansky, S. J. (2005). A Potential Decline in Life Expectancy in the United States in the 21st Century. New England Journal of Medicine, 352(11), 1138-1145. doi: 10.1056/NEJMsr043743 PreventObesity.net. Retrieved from http://www.preventobesity. net/ Rosenstiel, T. (2011). How People Can Learn About Their Local Community. Pew Research Center. Steinberg, L. (2005). Cognitive and Affective Development in Adolescence. Science Direct, 9(2), 69-74 Survey Addresses MCCSC Nutrition. (2012, January 18). Indiana Daily Student. Retrieved from http://www.idsnews.com/news/ story.aspx?id=84946 Take Action. (n.d.). Play Day 2011. Retrieved from http:// bloomington.in.gov/documents/viewDocument.php?document_ id=6069 The Role of Media in Childhood Obesity. (2004). The Henry J. Kaiser Family Foundation. Triple Play. Boys and Girls Clubs of America. Retrieved from http://bgca.org/whatwedo/SportsFitnessRecreation/Pages/TriplePlayDetail.aspx

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Secondary Research
Summary of Meeting with Jeff Baldwin, Executive Director of the Boys & Girls Clubs of Bloomington, 11/18/11
See 150-165 kids a day at that location Just started healthy lifestyles section at BGC nationally, but have yet to start that segment at this location (each location organized separately, not all will implement this bracket) Want measurable outcomes for program, BMI measured before program and after, count of calories burned for children to see Seeks to help children understand what BMI and calories mean and how they relate to weight gain Early challenge will be to maintain excitement in children, parents committed to helping at home, getting past fat camp sort of program, selling in positive way Need to research what motivates kids BGC does a lot of physical activity Triple Play, Smart Moves, Smart Girls (both Smart programs are educational, but with nutrition element), dance club, cycling club Suggestions of exercise program and going to an event not exciting to children, but motivated by cool people, like a successful hockey player, coming to talk with them and demonstrating the programs to kids is more exciting Need to sell program as special, flashy, opening with visuals Suggestion of mini-teams in our program to compete against each other Mentor that leads program can come a couple times a week Need to chart things publicly, such as pictures of team members, graph that shows calories burned, etc. to show public and children the results Can be a prize for teams and awards given to individuals, like greatest increase and others, grand prize can be something that relates to more activity Childhood obesity problem has to do with low expectations of youth, lack of challenge, kids kept indoors because it is

dangerous outside, only planned activities; Also, because of that, outside world actually not that scary Some children do not have access to these types of planned activities because they either do not have the necessary resources or there are no programs in their communities. Need to be direct with children and challenge them reality of being sensitive to childhood obesity doing more damage that good, sugarcoating only worsening Obesity from laying around, hanging out, junk from parents completely preventable, rarely from metabolism or disease, kids need to understand Mentioned public figures that are obese being okay with weight, but unhealthy is not okay because higher risk of diabetes, other disease; In some ways has to do with health care and holding people accountable because we dont want to pay for others bad behavior - raising awareness in kids going to be beneficial Fun fact to research: not enough qualified people in military because of health and education problems, so unqualified people fighting the war, huge problem in America if young people in this country not even qualified healthy enough to fight war but are need higher expectations of youth

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Secondary Research

Summary of Meeting with Hannah Laughlin, Community Health Educator of Obesity Intervention and Prevention, IU Health, 11/18/11
Main recommendations for the campaign: 1. Create a catchy name 2. Have a slogan that catches the audiences attention 3. Have an icon that the audience can look up to, if not, the audience will not believe the point 4. While targeting the children, do not forget their parents Other recommendations for the campaign: When communicating message, should say it is health based, never mention weight, this causes the obese participants to feel embarrassed and other obese children to opt not to participate Market messages with a wide range of social groups that all students can associate with (i.e. the football team, chess club, book club, student government, etc.) Survey each to get the most accurate results Enlighten the participants on healthy initiatives both at school and at home Use statistics Look at what has worked and what has not worked IU Healths G.O.A.L. is community based and completely free, also focused on the program G.O.A.L. is smaller during colder months and bigger during warmer months, only about 20 kids are participating in January Health and P.E. classes are in both middle schools and high schools in MCCSC Health is in 8th and 10th grades P.E. is in 7th and 9th grades Vending machines are off during school days because they have unhealthy options If vending machines had healthy options, the machines could

remain on during the school day, but they would be off during lunch Longer school days in MCCSC this year One hour elective session implemented this year Lets eat for the health of it as a slogan suggestion More clever language that the audience will connect with Signage in cafeterias is important One day per week is better received MCCSC is always looking to do more MCCSC Cafeteria manager, Heidi Lou Johnson is always open to new ideas G.O.A.L. does not see high success with teens Teens need to make the decision on their own to start living healthy early Schools struggle to push health messages as kids get older After school programming is hard to push Temperature/time hinder what programming is possible Hannah can gain support from vice principals to make this happen

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Primary Research
Request for Permission for Focus Groups
REQUEST FOR PERMISSION A team of students from an organization at Indiana University, the Beth Wood Chapter of the Public Relations Student Society of America (PRSSA), will be partnering with the Boys & Girls Club of Bloomington in promoting good nutrition habits for children as part of a national campaign competition for PRSSA chapters around the country. In order to understand what children think and understand about such concepts as good nutrition, body weight, and even what they think when they hear the term childhood obesity from sources such as First Lady Michelle Obamas Lets Move campaign, the team will be conducting focus groups with children at the Boys & Girls Club. Each group will have 7-9 children and they will talk casually with a moderator and each other as a means of gathering important information that will contribute to actual messages that will be developed for the campaign. A staff member from the Boys & Girls Club will be present during these discussions and the children will not be asked any personal questions nor will they be identified in any way in the written summary of the discussion. Again, the objective is to determine what children think and feel about the areas mentioned above. I agree that my child (______________________________) may participate in the discussion described above. Childs Name _____________________________ Parent/ Guardian Signature ____________________________ Boys & Girls Club Representative ___________________ Date ____________________ Date To be granted permission to conduct two focus groups with children at the BGCB, the following permission slip was distributed to club participants for them to give to their parents a week prior to the start of our primary research. It was then up to their parents discretion to sign the permission slip and return it to the club.

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Primary Research
Focus Group Questions
To find what health-related behaviors children already had in place and find what they had previously learned about health, as well as what could motivate them to engage in a healthy lifestyle, two focus groups each consisting of five children were conducted at the BGCB on Dec. 13, 2011. This list includes topics that were addressed.

1. Whats your favorite game you like to play? 2. Whats your favorite outside activity? 3. Rank your favorite things to do: a. Video games, outside sports, watching TV, working with the computer 4. If someone says to you that you need to be healthy, what does that make you think of? 5. How many of you think youre healthy? 6. So if those are things that you think of that are healthy, how well do you think you can describe yourself in those terms? Do you eat fruits and vegetables or do you get lots of exercise? 7. Why is being healthy important? 8. Name two to three of your favorite snacks. 9. Where do you get the snacks you eat? Do your parents give them to you? Friends? Do you buy them? 10. How often do you sit down for dinner with your entire family together? 11. How many times do you eat out in a typical week? How many of those would be at a place like McDonalds, Wendys or Taco Bell? 12. If you could pick your favorite place to eat out where would it be? 13. What foods are healthy? 14. What would a healthy meal look like? (Draw) 15. What does an unhealthy person do? 16. How are you active? What kinds of things do you do for exercise? How often do you exercise outside of school activities? 17. What kinds of things make learning fun? (How? What? Where?)

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Primary Research
Focus Group 1
Moderators: Victoria and Courtney Participants: Child 1: 3rd grade, female, 9 years old Child 2: 3rd grade, female, 8 years old Child 3: 3rd grade, male, 9 years old Child 4: 5th grade, female, 10 years old Child 5: 5th grade, male, 11 years old Victoria: Were going to say our name, grade and how old we are. My name is Victoria and I am 20 and I am a junior at IU. Ok, <Child 1> do you want to start? Child 1: My name is <Child 1> and I am 9 and I go to <sic> Elementary. Victoria: What grade are you in? Child 1: 3rd grade Child 2: My name is <Child 2>. What is the other stuff? Victoria: How old are you and what grade? Child 2: I am 8 and 3rd. Child 3: My name is <Child 3> and I go to University. I am in 3rd grade and I am 9 years old. Victoria: Ok. Your turn. Child 4: My name is <Child 4> and I am 10 years old and I am in 5th grade. Child 5: Im <Child 5>. I am in the 5th grade and I am 11 years old. Victoria: Ok. Child 4: Oh and by the way I am her sister (child 2). Victoria: Oh really? Very good. Child 3: My brother was going to be in here, but hes being bad and I think that he is getting a write up because he kept punching kids on the bus. Victoria: Ok guys, were going to start talking about what your

favorite game is that you like to play. Child 1: I dont have one. My favorite game is probably well actually I really like is video games. Child 2: Duck duck goose and basketball. Victoria: duck duck goose and basketball. Child 5: pool. Victoria: pool. Ok and whats your favorite? Child 4: I like tag. Child 3: Dont forget me? Victoria: And <Child 3>? Child 3: There was this one video game I liked on my Wii its this Zelda game, Twilight Princess, its really fun. Child 5: Legend of Zelda Ocarina Time? Child 3: not Ocarina Time. Its Twilight Princess. Victoria: Do you guys spend a lot of time playing video games? Multiple Children: No. Child 1: I am not really allowed. Victoria: Youre not? Child 3: I dont even play video games all the much. The thing I like to do the most is math, reading, and building. Child 1: My favorite thing is art, so I like sculpting. Scuplting is kind of like a game. Sculpting contests actually. Victoria: Can we talk about what our favorite outside activity is? Do you want to start <Child 5>? Child 5: football. Victoria: football. Child 1: Leaf fight! Victoria: leaf fight? Child 2: cookies, brownies and pie. Victoria: Eating is your favorite outside activity, ok? And <child 3>? Child 3: I like making forts, there is this really big one I have and it has these paths, I used to a shovel to make the paths and I used a rake to <sic> it out and guess what? I have a teepee back there. Victoria: Do you guys play outside a lot? Child 3: its awesome.

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Multiple Children: NO! Child 3: Its awesome. Chile 5: You should see my fort. My fort <sic> I walk over there and there is this path in the woods <sic> Child 2: I like cookies and brownies and pie. Child 3: mine is not in the city anywhere <sic> Victoria: Ok guys. So if someone tells you that you need to be healthy, what does that make you think of? Child 5: to eat fruits and vegetables. Victoria: to eat fruits and vegetables? Child 2: to play duck duck goose basketball because its healthy. I still like cookies and brownies and pie. Victoria: Do you think thats healthy? Child 2: Well, peaches are. Victoria: Peaches? So like, fruits you think are healthy? Child 2: Vegetables are. Pie with peaches. Child 5: Peach pie. Child 4: With no sugar. Child 3: I like apples, bananas, apples, bananas. <sic> Victoria: <Child 4>, what do you think of when you think of healthy? Child 4: Pineapple. Child 2: pineapple. Child 4: and exercise Victoria: exercise. So you think of food and exercise, fruits and vegetables. Child 1: recycling, because it takes you a while to get a recycling bin. Victoria: Ok, and how many of you guys think that youre healthy? Child 1: Cuz I am really skinny even though I eat a lot Child 2: Im skinny, but I eat a lot of chocolate. Child 4: No you dont. Mom does not let you eat any chocolate. Child 3: Me! Victoria: Do you guys eat lots of fruits and vegetables? Child 1: No, not vegetables, but fruits yes! Child 2: I like cookies and brownies and pie!

Courtney: Why do you guys think you are healthy? What do you do to be healthy? Child 5: About three times a week I have a little workout. Usually once a day I do a workout of about an hour. Courtney: Do you guys actually workout, the rest of you? Child 1: Once a week Victoria: What kinds of things do you do when you work out? Child 5: I do push-ups and sit up and lift weights. Victoria: <child 4>, what do you do? Child 4: Well I play soccer for an hour a day. Child 2: No, you dont. Child 4: Yes I do. Victoria: is it at school? Child 2: Youre not even allowed outside. Child 3: Youre not allowed outside? Victoria: What about you <child 3>? Child 3: I build houses. Yeah I build houses. Yeah like this one I built a log cabin. I get exercise from that by lifting trees. I actually lift all <sic> Child 2: I <sic> while watching tv and looking at pie. Victoria: You do? Child 3: Cookies and brownies and pie. Victoria: Why do you guys think that being healthy is important? <Child 1>? Child 1: Because then you can lift up heavier things than you are. Victoria: <child 3>? Child 3: So that you could build houses. Child 5: Its a good thing to exercise because when you get older, if you want to get a good job that pays a lot of money, you might not be able to get the job. Victoria: and <child 2>? Child 2: Well, I think you should be healthy because so we can eat pie everyday. Victoria: You think eating pie is healthy? Child 2: No! If you do things healthy for one day, you can eat a lot of pie.

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Child 3: like cranberry pie. Thats healthy. Cranberry pie. Child 1: Except for the sugar and stuff like that. Victoria: Now were going to go around in a circle and name 2 to 3 of our favorite snacks. Courtney: Hey, <Child 2>. Were coloring in just a second ok? Victoria: <Child 5> do you want to start? Child 5: a banana, a granola bar and sometimes chips. Victoria: What kind of chips? Child 1: apple chips? Child 5: sometimes banana chips, every once and a while. Victoria: Yes, those are good. Child 4: What was the question again? Victoria: Name 2 or 3 of your favorite snacks. Do you want to go <Child 4>? Child 4: I like <sic>, and peaches, and I agree with the last one. Victoria: Banana chips? Child 4: Yeah. Victoria: <Child 3> what are yours? Child 3: I like apples, bananas, wood. Although I do eat wood, it has a lot of fiber. Victoria: I dont think thats good for you. I can come back to you. I can have <Child 2> go. Child 3: and and are you ready for it? Victoria: yes. Child 4: would you go ahead and say it? Child 3: and Bagels! Victoria: bagels? <child 2> whats your favorite snacks? Child 3: I love bagels. Child 2: I like cookies and brownies and pie. I like all the cookies, brownies and pie. And for last and for last Child 3: More pie. Are you happy? Child 2: cookies and brownies and pies. Victoria: And what are your favorite snacks? Child 4: <sic> shut up. Child 2: its not a phrase its true, I eat cookies, brownies and pie. Child 4: no you dont. Child 1: I love to eat paper.

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Victoria: No, real food. Thats silly Child 1: banana chips. Child 5: banana chips are awesome. <sic> Victoria: Where do you guys get your snacks? Do you get them from the Boys and Girls Club here or do you get them from your parents or do you buy them? Child 3: My parents buy them. Child 5: all of them. Child 1: and I have one more to choose. Victoria: You get them from everywhere. Where do you get your snacks? Child 1: Cookies. Child 2: I get my snacks from mama. Mama alligator. Child 3: I also like cookies, but here it goes I get them from my <sic> Victoria: Do you guys get to choose the snacks that you eat or do you parents mostly pick them out? Child 3: Grandparents house! Victoria: Do they pick out your snacks? Child 3: I do! <sic> Victoria: You pick what you want? Courtney: Do you guys eat any more snacks maybe theyre not healthy, but just things you kind of grab? What else do you grab? Child 2: cookies, and brownies and pie! Courtney: Do you guys eat anything besides fruit and pie? What type of things do you eat? Victoria: like goldfish? Child 5: sometimes for an entre I sometimes eat chicken with a side of green beans. Child 1: thats what I was going to say <sic> Courtney: Do you guys have any other quick snacks you guys eat? Child 2: I have some. Victoria: What are yours? Child 2: Ice cream. <sic> Matthew: How much longer with this group? Victoria: Just a couple minutes.

Child 3: I like Child 1: I want to color now. Child 3: cookies, ice cream, chocolate, donuts and cheese and apples Victoria: Ok guys, we need to go through these next ones kind of quick everyone needs to give real answers and not silly ones because we have prizes at the end for people who give really good answers, ok? Courtney: Yeah if you guys focus, you guys will all get really good prizes. Child 2: <sic> cookies and brownies and pie. Child 4: <child 3>, just cut it out. Victoria: How many times a week do you guys eat at a fast food place like McDonalds or Taco Bell? Child 1: I only eat the healthy stuff at McDonalds. Victoria: like what? Child 4: There is no healthy stuff at McDonalds. Its all fried in chicken oil. Child 2: Theres apple pie at McDonalds. Child 1: Like 7 times. One every day. Victoria: Really? <Child 2> how many times a week do you eat at a fast food place? Child 2: About never. Victoria: You guys dont go there? Child 2: Never anywhere. Child 5: Every once in a while its one time week and sometimes its not at all. Victoria: OK, <child 3> how often do you? Child 3: Its only one because my mom has to go to derby practice and as soon as we come from here we have to go straight there and thats only on Tuesdays. Victoria: Ok and <child 4> do you not go very often either? No? Ok. What would a healthy meal look like to you guys, can you draw what you think a healthy meal would look like? We have to do it kind of quick so Child 4: You dont need all of them.

Child 1: I needed that brown. Victoria: It doesnt have to be the real colors. This is kind of brown, there you go. <sic> Courney: Hey guys, try to draw a whole meal, a healthy meal. Victoria: Like all the things you would eat in a meal that would be healthy. Child 2: Turkey is healthy right? I dont have yellow, oh there is a yellow. Child 4: What is that big swirly thing? Child 2: Its a thing from thanksgiving. Victoria: its called a cornucopia. <sic> Courtney: <child 5>, what all are you drawing? Child 5: A banana, corn, mashed potatoes, and other <sic> <sic> Courtney: <child 1>, what are you drawing there? Child 5: And for dessert, I am just going to draw a little piece of candy. Victoria: <child 1>, what are you drawing thats healthy? Child 1: Thats a turkey and this is my moms soup. Victoria: Broccoli soup? Child 1: Yeah and I am also going to draw healthy veggie burgers. Victoria: What about you <child 2>? What are you drawing thats healthy? Child 2: spinach. Victoria: spinach. Child 1: I am also going to draw spinach. Victoria: What about you <child 3>? What are you drawing? Child 3: This isnt all, but its pretty much all healthy, apples, bananas, broccoli, corn, mashed potatoes, and a whole lot of other stuff Child 2: You forgot carrots. Child 4: He doesnt have to have everything you have. Victoria: and what about you <child 4>, is that a pineapple? Child 4: Uh huh.

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<sic> Victoria: So while you guys are finishing drawing, what do you think that an unhealthy person does? Child 4: They eat chocolate. Child 5: They eat chips and sit in front of the TV all day instead of getting exercise. Victoria: What do you think an unhealthy person does? Child 1: fat, who just lays in bed all day and does not do anything not even eat. Victoria: What about you <child 2>? Chile 2: eat cookies and brownies and pie and watch TV. Victoria: And you <child 3>? Child 3: If they just ate junk food all day Victoria: What do you think is junk food? Child 3: a bunch of candy and a bunch of unhealthy stuff and only like one half or a quarter of an apple. Playing video games and watching TV all day. Victoria: How are you guys active? What kinds of things do you guys do for exercise outside of school? Child 3: every weekend I go into the fort that I made there is this one log that like just about as long as this room and I pick it up like 12 times every hour, its hard. Victoria: So you build forts and stuff? Child 1: I do art projects and sculptures and that makes my arms move around so it makes me exercise my arms. Victoria: Ok. <child 2> what do you do for exercise? Child 2: What do I do for exercise? So I have a bunk bed and I hold on to the bars and I just move my legs up and down jumping. Victoria: What do you do <child 5>? Child 5: I lift weights like 25 times on each arm, I do 25 sit-ups, 15 push-ups, and I touch my I stand up straight and touch my toes about 25 times. Courtney: Did you say you play football? Child 5: No, I am no in a football season, I am finishing up basketball, but yeah I do play football. I like punting and I like quarterback.

Victoria: And then for our last question what kinds of things do you make learning fun? How do you learn the best? On the computer or from a poster? Courtney: How are your teachers? How are they good teachers? Child 5: I like teachers teaching it because instead of just copying off of a board its easier because a teacher actually explains it and shows it to you and a poster cant do anything it probably shows you it, but doesnt show you like how to do it. So I choose a teacher. Child 1: Yeah a teacher. Victoria: What do you think <child 3>? Child 3: A teacher because they take really hard math, like in math, they might give you a really hard math question and if you are struggling with it theyll help you and if you still get the answer wrong theyll tell you the answer and then they explain how they got it. Victoria: What do you think? Child 3: instead of the TV because the TV is like this kid found out the answer to 53 divided by 5. Victoria: What do you think about learning healthy stuff like if you were going to learn about what things are healthy or how to exercise. How would you want to learn that? Child 3: Well, like at the gym I guess. At the gym you could exercise a lot there. Victoria: But if someone was going to teach you like what things you should eat to be healthy or what kinds of exercise you should get. Child 3: Your mom and your dad and your grandparents. They would probably help you a lot, they would probably get you on the right track instead of like some stranger they might say, like a hobo if they came up to you and said hey if you want to be awesome and eat cookies, donuts, pie <sic> Victoria: Real quick guys I forgot one, how often during the week do you sit down with you whole family to have dinner? Child 5: sometimes twice. Sometimes once. Victoria: twice a week, once a week. <child 4>, how often do you?

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Child 4: Never. Victoria: You never do? Child 4: No. Victoria: Where do you eat usually? Child 2: We fix our own food. Victoria: You do? <child 3>, what about you? Child 3: Four times a week because Im at my grandparents house 3 days and Victoria: You sit down and eat with them? Child 3: No my mom and my dad doesnt live with me so, the only people that are usually at the table are me, my brother, and my mom and sometimes my cat. Victoria: And what about you? Child 1: Never. Victoria: And what do you do to eat? Do you go out to eat? Child 1: Yeah, in the car. Kristen: Guys, can you put you name and your age and your grade on you papers and then give them to us? Courtney: on the back, please.

Draw a healthy, balanced meal.

Drawn by a 3rd grade female

Drawn by a 5th grade male

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Primary Research
Focus Group 2
Moderators: Victoria and Courtney Participants: Child 1: 5th grade, male, 11 years old Child 2: 3rd grade, male, 9 years old Child 3: 4th grade, male, 9 years old Child 4: 3rd grade, male, 9 years old Child 5: 1st grade, female, 8 years old Victoria: We are going to talk about what games you like to play and you guys can just say whatever you think. Child 1: How many do we say? Do we only say one? Victoria: You can say as many as you want. <sic> The last group was kind of silly so whoever gives really good answers will get a prize at the end ok? Child 1: Me, Ill go first. Victoria: Whats you favorite games? Child 1: My favorite games are Life, Chess, Checkers, Wii, Xbox 360 and Playstation 1, and Kinect Xbox and thats it. Child 2: I dont have the Xbox. Does it have to be, like football, is that ok? Victoria: Yeah you can do games outside. Child 2: Football, soccer, and sometimes golf. Im a golfer and thats it. Victoria: Ok, <child 3> what about you? Child 3: I like playstation 3 <sic> lego batman, lego Indiana Jones, golf and baseball. I love baseball. Ive played since I was 7 years old. I got a trophy. Victoria: What about you Child 4? Child 4: I like to play on the Wii, playstation, Xbox, tag, I like to play golf, soccer, bowling and with my dog. Child 1: Oh I forgot one, and computers Child 4: Yeah, yeah, yeah.

Child 3: Oh, I have 2 more. Matthew: Do you want one more or are you guys good? Victoria: Yeah. Child 3: Playing with my cat and playing with my <sic> Matthew: Will you have a seat over here. Victoria: If you want to write your name on a nametag for me. <sic> Victoria: Youre name is Child 5? Child 5: Yes. Victoria: And how old are you? Child 5: 8. Victoria: And what grade are you in? Child 3: First. Shes my sister. <sic> Victoria: Put your nametag on for me. Courtney: And guys were actually going to draw in a couple minutes. Thank you. Victoria: So would you guys say that you like to play video games and computer games more than outside games or do you do more outside? Child 4: Outside! Child 2: Im an inside person. Child 1: Yeah, I am an inside person. Child 3: I am an inside person. Child 5: I am an inside person. Victoria: What kinds of things do you like to do, Child 5. What are your favorite activities? Child 5: I like to <sic> Child 3: paint. Child 5: Paint too in my art room. Victoria: If somebody says you need to be healthy, what does that make you think of? Child 5: Potatoes! Victoria: What do you think? Child 1: Apples, bananas, milk, pumpkin seeds, potatoes, lettuce, and rice, cheese, meat

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Victoria: What about you? Child 2: Meat and strawberries with chocolate and sugar, apples, grapes, bananas, and thats it. Victoria: What do you guys think of? Child 3: Apple and banana. Bananas, poppers. I love them. Victoria: Are there any things that you think of when somebody says healthy? Child 4: oranges. Victoria: Oranges. So you guys think about like fruits and vegetables and stuff. What about exercise? Child 5: Oh yeah! Victoria: What kinds of exercises, do you think is healthy? Child 5: Push ups. Victoria: Push ups Child 5: one, two Victoria: Ok, what about you Child 1? Child 1: Wii and Kinect Xbox, and jogging and running, push ups, sit ups, and jump roping Child 2: Youre taking all of the good ones. Child 1: hula-hooping and riding bikes, playing skateboards, riding heelies and skates, playing controllers with your hands, it makes your thumbs better. <sic> Child 2: Let me do mine, jog and <sic> Child 4: jumping jacks, running, jogging, riding bicycles and the last thing is <sic> <sic chip discussion> Victoria: And when we give answers, we have just a short amount of time because I think you guys have to leave soon, so well just give like 2 or 3 things ok? Child 5: but, but, but I never had a special snack. Victoria: And then you can answer this one too. <sic> Victoria: So how many of you guys think youre healthy? <sic> Courtney: How many of you guys think youre healthy? Raise you

hands. Why do you guys think youre healthy? Victoria: What do you think makes you healthy? What do you do that is healthy? Child 2: I like to jog, run. Child 5: But I want a special snack. Child 2: Like food? Oh food? Victoria: Yeah, both, Whatever you do. Child 2: fruit. Victoria: You eat fruits and vegetables? What about you Child 1? Child 1: I dont eat vegetables that much, but I eat carrots, lettuce. I dont eat carrots that much, apples, cranberry juice, punch. Victoria: So the kinds of foods you eat you think make you healthy? Child 1: mmhmm Victoria: What about you guys? Why do you think youre healthy? Child 3: I hate tomatoes, but I love tomato juice. Victoria: You drink tomato juice? <sic chip discussion> Victoria: Why do you guys think being healthy is important? Child 2: So you can play sports. Victoria: to play games? <sic> Courtney: Hey, if we all just focus, well get done sooner and well all get good prizes and it will be better than chips. Victoria: Yeah, there are good prizes for everyone that answers questions, Ok. They are really cool I promise. <sic> Victoria: So, I want everybody to go around in a circle and name 2 to 3 of their favorite snacks, just anything that you eat normally ok? Did you hear me? Can everybody name 2 to 3 of their favorite snacks, like stuff that you eat normally, they dont have to healthy, it can be anything that you like, ok? Well start with Child 4, what do you eat? Child 4: grapes, oranges, and cheese, and Doritos and bananas, and apples Victoria: What about you Child 1?

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Child 1: bananas, and bananas Victoria: OK. Child 2: chex mix, and bananas, grapes, apples, and thats it. Victoria: Ok, Child 5, what snacks do you eat? Child 5: Paper and delicious milk Victoria: Not silly answers. Child 3: Well, she really eats paper though. Victoria: milk and what else? Child 3: Shes lying, shes lying. Child 5: and metal Child 3: No you dont, youd break youre teeth Victoria: Child 3, what about you? Child 3: Ok, I know this is disgusting, but if you take a worm out of the ground. Victoria: No silly answers Child 3: If you take off the dirt, Im serious. I do this. Victoria: For snacks normally, come on what are youre real snacks? Child 3: I swallow it. I swallow it. I dont chew them. Victoria: Where do you guys get the snacks you eat? Do your parents buy them or do you get them here at the Boys and Girls Club? Child 4: Yogurt! Child 1: My mom buys them and sometimes from here. Victoria: You do? What about you? Do you guys get to choose what snacks you get or do your parents? Child 2: Yeah. Child 1: No. Victoria: And you mom gets your for you? Child 3: Yeah and when I come here I dont Victoria: Ok. How many times a week do you guys sit down and eat dinner with your family, like at your house? Victoria: Child 3, how many times a week do you eat with your family? Child 3: About like 1 time a week Victoria: like once a week? What about you? Child 2: Like every once and a while

Child 1: two years! Victoria: Once every two years? Child 1: and we go out. Besides some of us has to eat off the table? Victoria: And what about you Child 4? <sic> Victoria: Ok guys. Courtney: How many times do you go out to eat or Im sorry how many times do you eat with your family at home? What did you say? Child 4: I said about 4. Victoria: four times a week? Courtney: What about you Child 5? How many times do you sit at home and eat with your family? Child 5: 100 Courtney: How many times a week would you say? Victoria: He said 1, they are brother and sister. <sic> Child 5: actually four times. Victoria: How many times a week do you guys go out to eat at a fast food place like Taco Bell or McDonalds? Child 5: McDonalds! Victoria: How many times do you guys go? Child 4: Did you know that their fries are made of meat? Child 3: We go at least, no five times a month. Victoria: five times a month? Child 5: No, its 6 times a month. Victoria: How often do you guys go? Child 1: 20, no not really, once a day, maybe twice Victoria: How many times do you guys go? Child 2: Maybe once every 2 weeks Victoria: once every two weeks? Yeah, what about you? Child 4: about like 3 times every month and did you know that their fries, on the outside is made of meat? Victoria: What kinds of foods do you guys think are healthy? Like the fruits and vegetables we were talking about before. Child 1: I know. Grapes, lettuce, potatoes, tomatoes, rice, apples, bananas, pineapples, oranges, peaches.

28

Victoria: Yeah, so like fruits and vegetables. Ok what do you think? Child 2: fruits and vegetables. Victoria: Ok if you guys want to get your papers and crayons now were going to draw. Im going to give you a minute and you have to draw what a healthy meal would look like, not just fruits and vegetables Courtney: like a whole meal Victoria: all the things that would be healthy in a meal, so like meat and all the different things and youll tell us what they are. Child 3: Is that supposed to be a cherry? Child 2: Yes, duh. Child 5: Apple. Child 1: Apples have leaves. <sic> Child 3: Woah, thats a big apple. Child 5: Thats a big sandwich. Child 3: Woah, thats a sandwich. Thats one big sandwich. Child 5: No, you are a big sandwich I would eat you up when you <sic> Victoria: Child 4, what are you drawing thats healthy? Child 4: I am drawing oranges, broccoli and juice Victoria: oranges, broccoli and juice? Child 1, what are you drawing thats healthy? Child 1: milk and lettuce. Something smells good. I put dip in it. I use it for dip. Victoria: What kind of dip? Child 1: I dont know I forgot Child 3: salad bar is right here. Victoria: Child 2, what about you? What healthy things did you draw? Child 2: meat, rice and milk Victoria: meat, rice and milk. What did you draw Child 5? Child 5: Cherry and an apple. Victoria: A cherry and an apple and what about you, Child 3? Child 3: OK, I got a pickle, a pig, and salad and fruit punch. Victoria: What do you guys think an unhealthy person does like

what kinds of things? Child 2: I know I know. Victoria: What do they do? Child 2: They take drugs and smoke and eat unhealthy <sic> Victoria: What do they eat if they dont eat healthy like you said? Child 5: Fat, big old chubby guy. Victoria: What foods arent healthy? Child 2: Like chips everyday, no vegetables and Victoria: Child 4, what about you? Child 4: No fruit, no vegetables and they eat candy and they drink soda and they never eat anything but candy and pizza and soda, especially white castle. Courtney: How often do you guys drink soda? Thats a good point. Child 4: I never get to drink it. Courtney: Why not? Child 4: I probably get to drink it 4 times a year on special occasions. Courtney: OK, what about you? Child 1: I only get to drink it once a day. Courtney: So youre parents control that, what about you Child 5? Do you drink coke very often? Child 5: Uh huh. Courtney: How often do you drink it? Child 5: a lot. Child 3: I dont drink that much coke. Courtney: How often would you say you drink it? Child 3: Sweet tea! I love sweet tea. Victoria: He drinks 10 cups of sweet tea a day. <sic> Victoria: So Child 1, what do you think an unhealthy person does? Child 1: Lays around, plays games and watches tv <sic> Victoria: What kinds of things do you think makes learning fun like how do you like to learn through a poster or on the computer or things like that? Child 2: Kind of like singing songs, make up songs about <sic>

29

Victoria: You learn well when its in song? <sic> Victoria: What do you think makes learning fun? When do you have fun learning? Child 3: What I like is an online game with Santa. Victoria: So like on the computer? Child 3: Its where like elves have to go get presents from someone else because its not Christmas and hes delivered them to early. You have to make a bridge <sic> Victoria: Child 1, how do you like to learn? Child 1: Well, I play math games. <sic> Victoria: If you were going to learn about things healthy, like if someone was going to teach you about how to eat healthy and how to exercise, where would you want to learn that? Child 3: Here. Victoria: Here like somebody teaching you? Child 3: Yeah.

Draw a healthy, balanced meal.

Drawn by a 3rd grade male

30

Drawn by a 1st grade female

Primary Research
Request for Permission to Conduct Research in MCCSC Schools
To be granted permission to conduct research in the MCCSC, Julie Lyon, from the School of Education Office of Early Field Experiences at IU, filled out the following form in accordance with IU guidelines. The MCCSC distributed the research permission forms for team members to individual schools for principals to grant the research request.

31

Primary Research
Request for Permission to Conduct Research in MCCSC Schools

32

Primary Research
Request for Permission to Conduct Research in MCCSC Schools

33

Primary Research
Request for Permission to Conduct Research in MCCSC Schools

34

Primary Research
Request for Permission to Conduct Research in MCCSC Schools
The following is a research acceptance form from Clear Creek Elementary School, one of four permissions granted to the team, but only two permissions were granted in time to meet the teams time table.

35

Primary Research
Research Assent Form
This assent form was given to MCCSC students a week before the research took place so that parents could complete it only if they wished their children not to participate in the research.

Parents, This week on Thursday Jan. 26 or Friday Jan. 27, your child may be asked to participate in a project that is being conducted by students from the Indiana University School of Journalism. A questionnaire will be provided to students by their teachers that is intended to gather information about how children of elementary and middle school age think about the general area of childhood obesity and their level of understanding. Children are exposed to this topic in a variety of ways such as from their peers, the Internet, television, etc., and the questionnaire will seek to determine what terms are clearly understood (nutrition, overweight, etc.) and what types of messages may be most effective in delivering an even greater level of understanding of the importance of healthy eating habits, physical activity and others. The questionnaire will not ask for your childs name and there will be no publication of the information gathered. If you have no objection to your child participating no action is required on your part. However, if you would prefer that your child not participate, please sign this form and return it to your childs teacher by Wednesday Jan. 25. Thank you very much for your assistance. ************************* I do not wish for my child to be included in the activity described above. _________________________________________ (Childs Name please print) _________________________________________ (Parent or Guardian Signature) _________________________________________ (Printed Parent or Guardian Name)

______________ Date

Please return this form by Wednesday Jan. 25, 2012 if you do not want your child to participate. Thank you!

36

Primary Research
Instructions for Teachers to Administer Questionnaires
The following form was distributed to teachers, along with the questionnaires, so that they would have clear instructions on how to have their students fill out the questionnaires. The form shown here was given to Batchelor Middle School.

Teachers, The questionnaires inside are from the IU Public Relations Student Society of America (PRSSA). The answers will aid in the research for our campaign, which seeks to educate children and their parents on the effects of childhood obesity. Please pass out the questionnaires and have each child fill one out to the best of their ability. If any child returned an assent form, they do not have to participate. Place any extra copies along with the finished questionnaires back into the manila envelope and return to Principal Gilpin. Directions: 1. Pen or pencil is fine 2. Please do not write your name on the questionnaire 3. Please answer ALL questions to the best of your ability (3 pages) 4. Please answer all fill in the blank questions completely 5. Finally, please read the directions to each question carefully Thank you for your participation. It is greatly appreciated. Regards,

Matthew Smith School of Journalism Indiana University 12 IU PRSSA Beth Wood Chapter

37

Primary Research
MCCSC Questionnaire
We distributed questionnaires to 302 students in the MCCSC system. These were the questions asked to determine what participants had previously learned about health, what learning gaps remained and what health-related behaviors were already in place.

Questionnaire Directions: Please read each question carefully and follow the directions for each question. Use the check boxes to mark your answers. What two words best describe being healthy? (Please only check 2 responses). Physically fit Active Thin Nutritious eating Good nights sleep 2. What makes up a balanced meal? (Check all that you think are important). Fruits Grains (breads, rice, etc.) Proteins (meats) Vegetables Juice Dairy (milk, yogurt, cheese, etc.) Soda Desserts (Candies, Cake, Cookies, etc.) Water 3. What would make you want to exercise more? Activities involving your classmates or friends As part of an athletic team Activities involving your parents Activities you can do by yourself 4. If you were told that certain foods are nutritious would you want to eat them? Yes No If yes, tell us why? _______________________________________________ ____________________________________________________________

38

5. How influenced are you by what your friends are eating? Not at all Somewhat influenced Not sure Influenced Very much influenced 6. Do you think about how good something is for you before you eat it? Yes No 7. Do you eat snacks in between meals? Yes No 8. If you answered yes to Question 7, why do you snack in between meals? Boredom Because it tastes good Because you feel unhappy or sad Because snacks are offered to you Because you are hungry 9. Where would you like to learn about habits for better health? Home School Both Home and School After-school program Internet 10. Are you concerned about yourself or someone you know being overweight? Yes No 11. Do your parents talk to you about eating healthy? Yes No

12. Do your parents talk to you about your weight? Yes No 13. Do your parents talk to you about being physically fit? Yes No 14. How often do your parents participate in physical activity with you? Never Sometimes Often Very Often 15. What is you age? 8 9 10 11 12 13 14 15 16. What grade are you in? 3rd 4th 5th 6th 7th 8th 17. Are you: Male Female

39

Primary Research
Questionnaire Analysis
The following documents show the results (in percentages) from the questionnaires that were distributed to 302 children ages 8 to 14 in the MCCSC.

1. What two words best describe being healthy? (Please only check 2 responses). 53% Physically fit 50% Active 5% Thin 79% Nutritious eating 15% Good nights sleep 2. What makes up a balanced meal? (Check all that you think are important). 96% Fruits 76% Grains (breads, rice, etc.) 88% Proteins (meats) 95% Vegetables 33% Juice 81% Dairy (milk, yogurt, cheese, etc.) 1% Soda 2% Desserts (Candies, Cake, Cookies, etc.) 92% Water 3. What would make you want to exercise more? 52% Activities involving your classmates or friends 46% As part of an athletic team 6% Activities involving your parents 12% Activities you can do by yourself 4. If you were told that certain foods are nutritious would you want to eat them? 80% Yes 20% No If yes, tell us why? ______________________________________________________ ___________________________________________________________________ 5. How influenced are you by what your friends are eating? 41% Not at all 30% Somewhat influenced 22% Not sure 5% Influenced 0.7% Very much influenced

Do not snack Do snack

Hungry Boredom Like the taste Offered food Feel unhappy or sad

The majority (78%) of children responded that they eat snacks between meals. Of these 77% are snacking because they are hungry, 13% ate snacks out or boredom, 13% because they liked the taste of the snacks, 9% because they were offered they food by another, and 5% because the felt unhappy or sad.

40

6. Do you think about how good something is for you before you eat it? 62% Yes 38% No 7. Do you eat snacks in between meals? 78% Yes 22% No 8. If you answered yes to Question 7, why do you snack in between meals? 13% Boredom 13% Because it tastes good 5% Because you feel unhappy or sad 9% Because snacks are offered to you 77% Because you are hungry 9. Where would you like to learn about habits for better health? 24% Home 31% School 30% Both Home and School 9% After-school program 13% Internet 10. Are you concerned about yourself or someone you know being overweight? 53% Yes 47% No 11. Do your parents talk to you about eating healthy? 76% Yes 24% No 12. Do your parents talk to you about your weight? 29% Yes 71% No 13. Do your parents talk to you about being physically fit? 66% Yes 34% No

14. How often do your parents participate in physical activity with you? 18% Never 52% Sometimes 19% Often 10% Very Often 15. What is you age? 3% 8 8% 9 13% 10 11% 11 23% 12 24% 13 15% 14 2% 15 16. What grade are you in? 4% 3rd 18% 4th 8% 5th 20% 6th 23% 7th 26% 8th 17. Are you: 47% Male 53% Female

41

Research Contact List

The team worked very hard in order to be granted permission to conduct research with children in the Bloomington community. The following people were contacted to ensure that these research permissions were granted, and each of these individuals was crucial in aiding the team. Jeff Baldwin Executive Director of Boys and Girls Clubs of Bloomington jbaldwin@bgcbloomington.org Janice Bizzari Principal, University Elementary School jbizzari@mccsc.edu Shannon Carroll-Frey Associate Principal, Jackson Creek Middle School spcarrol@mccsc.edu Dr. Joe Childers Principal, Binford Elementary School dchilder@mccsc.edu Mark Conrad Principal, Rogers Elementary School mconrad@mccsc.edu

Sherry Dick Director, Broadview Learning Center shdick@mccsc.edu Chris Finley Principal, Childs Elementary School cfinley@mccsc.edu Eric Giplin Associate Principal, Batchelor Middle School egilpin@mccsc.edu Gale Hill Princiapl, Tri-North Middle School ghill@mccsc.edu Hannah Laughlin Community Health Educator of Obesity Intervention and Prevention, IU Health hlaughlin@iuhealth.org Trudy Litz Associate Principal, Fairview Elementary tlitz@mccsc.edu Crystal Livingston Administrative & General Inquiries crystal@bgcbloomington.org Julie Lyon Placement Coordinator, Office of Early Field Experiences jualyon@indiana.edu

Tammy Miller Principal, Clear Creek Elementary School tmiller@mccsc.edu David Pillar Associate Principal, Jackson Creek Middle School dpillar@mccsc.edu Tom Richardson Principal, Lakeview Elementary School trichard@mccsc.edu Matthew Searle Program Director of Boys and Girls Club of Bloomington msearle@bgcbloomington.org Jan Williamson Principal, Highland Park Elementary School jawillia@mccsc.edu

42

Appendix B: Planning
44 45
Campaign Budget Calendars 45 November 46 December 47 January 48 February 49 March Gannt Charts 50 Secondary Research 51 Primary Research: Focus Groups 52 Primary Research: Questionnaire 53 Triple Play Program 54 College Mentors for Kids Event 55 Zumba Event 56 Community Wellness Event 57 Web Presence 58 Flyers for MCCSC Planning Contact List

50

59

43

Campaign Budget
This table includes a complete list of the teams finances, fitting well inside the expense limit of $300 and the in-kind donation limit of $1,000.

44

November 2011
Sunday Monday Tuesday 1 First Bateman Meeting 6 Conducted secondary research Evaluated secondary research Team Meeting 13 14 Planned meetings with BGCB, IU Health and Girls Inc.1 Team Meeting 20 Discussed and evaluated meetings Team Meeting 27 Planned primary research 28 29 Planned our target audiences Team Meeting Thanksgiving Break 30 21 22 15 Met with Girls Inc. Team Meeting 16 17 18 Met with BGCB2 and IU Health Team Meeting 23 Thanksgiving 24 25 26 19 7 8 9 10 11 12 Wednesday 2 Began all secondary research Thursday 3 Friday 4 Conducted secondary research Saturday 5 Conducted secondary research

Team Meeting

Team Meeting

1 Girls Inc. was initially looked at to be a partner for the campaign; however, no partnership was made 2 Boys & Girls Clubs of Bloomington

= No Classes

45

December 2011
Sunday Monday Tuesday Wednesday Thursday 1 Friday 2 Saturday 3 4 Drafted facilitators guide1 Team Meeting 11 12 13 Implemented focus groups Team Meeting 19 20 21 5 Sent home permission slips for focus groups with BGCB parents Team Meeting 14 Planned team assignments for Winter Break Team Meeting 22 23 24 15 16 17 6 7 8 Collected permission slips and finalized participants for focus groups 9 10

Team Meeting 18 Transcribed focus groups Winter Break Christmas Day 25 26 Began designing campaign theme and materials 27

28 Met via Skype to evaluate focus group

29

30

31

= No Classes

1 To be used while moderating the focus group with children at the Boys & Girls Clubs of Bloomington

46

January 2012
Sunday New Years Day 1 Began to draft questionnaire Winter Break Continues 8 9 10 Contacted all MCCSC schools to conduct research 11 Maintained contact with Julie Lyon for MCCSC permissions Team Meeting 16 17 Sent home assent forms via MCCSC Team Meeting 23 Planned web material1 Team Meeting 29 Filmed YouTube videos 30 Wrote PSA and met with DJ Team Meeting = No Classes 31 Created all pre- and post-tests Contacted College Mentors for Kids 24 Selected school for Wellness Event Team Meeting 25 Finalized BGCB partner program2 26 27 28 18 Distributed questionnaires at MCCSC schools 19 20 Collected questionnaires from schools 21 Analyzed findings from primary research 12 Finalized questionnaire Printed all questionnaires 13 14 Monday 22 Tuesday 3 Sent home permission slips via BGCB Wednesday 4 Thursday 5 Friday 6 Saturday 7

Team Meeting 15 MLK Day

Created assent forms for research Team Meeting 22 Finalized campaign materials

1 Facebook, Twitter, YouTube and webpage 2 Triple Play Program: Classes about healthy lifestyles

47

February 2012
Sunday Monday Tuesday Wednesday 1 Launched campaign Implemented pretest Triple Play - Body1 8 Planned CMFK3 event Team Meeting 15 Contacted MCCSC for flyer distribution Triple Play - Body 16 Designed all wellness event materials Triple Play - Body 22 Sent home Triple Play packet Triple Play - Body 30 23 Zumba Event 24 Wellness Event at Batchelor Middle School 25 17 18 Team met to discuss and plan Wellness Event 9 10 11 Thursday 2 Friday 3 Contacted media and distributed Public Service Announcement Saturday 4 Team Meeting 5 6 7 Contacted instructors and planned Zumba Event Triple Play - Mind2 13 Finalized CMFK event4 Team Meeting 19 CMFK event 20 Finalized Zumba Event Triple Play - Mind 21 Distributed wellness event flyers at all schools Triple Play - Mind 27 28 Administered Triple Play post-test Triple Play - Mind Team Meeting Finalized materials for wellness event Team Meeting 29 Web presence went dark Team Meeting 14

Team Meeting 12

Team Meeting 26

Team Meeting

1 Triple Play Body Class at the Boys & Girls Clubs of Bloomington 2 Triple Play Mind Class at the Boys & Girls Clubs of Bloomington 3 College Mentors for Kids: An organization where college students mentor elementary students 4 Finalized lesson plan and Power Point presentation; printed, purchased and constructed all materials

48

March 2012
Sunday Monday Tuesday Wednesday Thursday 1 Friday 2 Saturday 3 4 Evaluated campaign tactics Team Meeting 11 12 13 Team Meeting 14 15 16 17 5 6 7 8 Finalized design for Bateman entry submission 9 10

Spring Break 18 19 Analyzed participant feedback 20 Proofed all documents for printing Team Meeting 26 Competition materials sent to National Office 27 Proofed all documents for printing Team Meeting 28 29 30 31 21 22 Sent final entry to the printer 23 24

Team Meeting 25

= No Classes

49

Gannt Charts
Secondary Research
ProjectAssignmentKeyKey Project Assignment Victoria Summers VictoriaS Kristen Broyles Kristen Matt Smith Matt Elizabeth Koss Elizabeth Courtney Stiehl Courtney

Project: Secondary Research Data collection; national campaigns Data collection; local campaigns Data collection; state campaigns Data collection; national health facts/data Data collection; state health facts/data Data collection; audiences Met with Hannah Laughlin (IU Health) Met with Jeff Baldwin (BGCB) Met with Erin Polizinski (Girls Inc.) Evaluation of primary research

11.7 to 11.11

11.14 to 11.18

11.21 to 11.25

ALL

ALL

50

Gannt Charts
ProjectAssignmentKeyKey Project Assignment Victoria Summers VictoriaS Kristen Broyles Kristen Matt Smith Matt Elizabeth Koss Elizabeth Courtney Stiehl Courtney

Primary Research: Focus Groups

Project: Focus Groups Participant recruitment Permission slip implementation Preliminary creation Drafted facilitators guide Finalized participants Purchased supplies Implementation Facilitator Recorder Transcription Analysis Summarized focus groups

11.28 to 12.2

12.5 to 12.9

12.12 to 12.16

Evaluation

51

Gannt Charts
ProjectAssignmentKey Project Assignment Key Victoria Summers VictoriaS Kristen Broyles Kristen Matt Smith Matt Elizabeth Koss Elizabeth Courtney Stiehl Courtney

Primary Research: Questionnaire

Project: Questionnaire Drafted the questionnaire Received permission slips Contacted MCCSC schools Maintained contact with Batchelor MS Maintained contact with Clear Creek ES Maintained contact with Hannah Laughlin Maintained contact with Julie Lyon (MCSSC) Printed questionnaires Created and implemented assent forms Implementation

1.2 to 1.6 ALL ALL

1.9 to 1.13

1.16 to 1.20

1.23 to 1.27

Analysis

52

Gannt Charts
ProjectAssignmentKey Project Assignment Key Victoria Summers VictoriaS Kristen Broyles Kristen Matt Smith Matt Elizabeth Koss Elizabeth Courtney Stiehl Courtney

Project: Triple Play Program Maintained contact with Jeff Baldwin First met with Jeff Baldwin to plan program Designed and assembled program materials Met with Jeff Baldwin to plan program Created pre- and post- test Implemented pre-test Triple Play class (Tuesdays/Thursdays) Designed take home materials

Project: Triple Play Program

1.23 to 1.27

1.30 to 2.3

2.6 to 2.10

2.13 to 2.17

2.20 to 2.24

2.27 to 2.29

ALL

Post-test implementation

53

Gannt Charts
ProjectAssignmentKey Project Assignment Key Victoria Summers VictoriaS Kristen Broyles Kristen Matt Smith Matt Elizabeth Koss Elizabeth Courtney Stiehl Courtney

Project: College Mentors for Kids

Project: College Mentors for Kids Event

1.23 to 1.27

1.30 to 2.3

2.6 to 2.10

2.13 to 2.17

2.20 to 2.24

Maintained contact with CMFK Directors Event planning Created event materials Wrote evaluation Event implementation Evaluation ALL ALL ALL

Analysis of event

ALL

54

Gannt Charts
Project: Zumba Event
ProjectAssignmentKey Project Assignment Key Victoria Summers VictoriaS Kristen Broyles Kristen Matt Smith Matt Elizabeth Koss Elizabeth Courtney Stiehl Courtney

Project: Zumba Event Maintained contact with instructor Event planning Organized rental equipment Wrote evaluation Implementation

1.23 to 1.27

1.30 to 2.3

2.6 to 2.10

2.13 to 2.17

2.20 to 2.24

Evaluation

55

Gannt Charts
ProjectAssignmentKey Project Assignment Key Victoria Summers VictoriaS Kristen Broyles Kristen Matt Smith Matt Elizabeth Koss Elizabeth Courtney Stiehl Courtney

Project: Community Wellness Event

Project: Community Wellness Event Maintained contact with MCCSC schools Planning Wrote evaluation Wrote/distributed PSA Met with Zach Majors (DJ) for production Wrote/distributed press release Maintained contact with local media Designed event materials Purchased event materials Implementation

1.23 to 1.27

1.30 to 2.3

2.6 to 2.10

2.13 to 2.17

2.20 to 2.24

2.27 to 2.29

ALL

ALL

ALL

ALL

ALL

ALL

ALL ALL ALL

Evaluation

56

Gannt Charts
ProjectAssignmentKey Project Assignment Key Victoria Summers VictoriaS Kristen Broyles Kristen Matt Smith Matt Elizabeth Koss Elizabeth Courtney Stiehl Courtney

Project: Web presence

Project: Web Presence Planning Created all web presence Launched all web presence Updated LetsGetFitTogether.com Updated social media

1.23 to 1.27 ALL

1.30 to 2.3 ALL

2.6 to 2.10 ALL

2.13 to 2.17 ALL

2.20 to 2.24

2.27 to 2.29

ALL

ALL

ALL

ALL

ALL

Closed all web presence

57

Gannt Charts
ProjectAssignmentKey Project Assignment Key Victoria Summers VictoriaS Kristen Broyles Kristen Matt Smith Matt Elizabeth Koss Elizabeth Courtney Stiehl Courtney

Project: Flyers for MCCSC

Project: Flyers for MCCSC Planning Designed materials Printed all materials Maintained contact with MCCSC schools

1.30 to 2.3 ALL

2.6 to 2.10 ALL

2.13 to 2.17

2.20 to 2.24

Distribution

ALL

58

Planning Contact List

Michael Auslen Region Editor, Indiana Daily Student region@idsnews.com Jeff Baldwin Executive Director, Boys & Girls Clubs of Bloomington jbaldwin@bgcbloomington.org Chad Carrothers Manager, WFHB psa@wfhb.org Judith DeMuth Superintendent, MCCSC jdemuth@mccsc.edu Dann Denny Heath Reporter, Herald-Times ddenny@heraldt.com Nancy Emerson Zumba Instructor njemerson@comcast.net Rick Evans Operations Manager, WBWB and Hoosier Country rick@whcc105.com

Thomas Frick Production Director, WIUX tlfrick@wiux.org Eric Garabrant Production Manager, WFIU and WTIU egarabra@indiana.edu Audrey Hall Athletics Director, Boys & Girls Clubs of Bloomington ahall@bgcbloomington.org Shelly Hawkins Business Manager, WBWB and Hoosier Country shelly@wbwb.com Gina Hembree Zumba Instructor hemgr@comcast.net Dan Hendricks Pastor, Exodus Church for Bloomington dan@exodusbloomington.org Brad Holtz Program Director, WGCL brad@wttsfm.com Stephanie Kohls Chapter Vice President, College Mentors for Kids skohls@indiana.edu

Kristy LeVert Zumba Instructor kristylevert@hotmail.com Zach Majors Disc Jockey, WBWB zach@factmusicgroup.com Vangie Mango Zumba Instructor evmagno@umail.iu.edu Nicholas McGinnis Assistant Principal and Athletics Director, Batchelor Middle School nmcginni@mccsc.edu Sandy Myers Zumba Instructor info@panachedance.com Amy Phillips Triple Play Coordinator, Boys & Girls Clubs of Ellettsville amyephil@indiana.edu Amy Plunkett Fitness Instructor and Nutritionist amymplunkett@gmail.com Erin Policinski Program Director, Girls Inc. of Monroe Country epolicinski@monroe.girls-inc.org

59

Planning Contact List

Matthew Searle Program Director, Boys & Girls Clubs of Bloomington msearle@bgcbloomington.org Alexis Seeger Chapter President, College Mentors for Kids amseeger@indiana.edu Beverly Smith Director of School and Community Services, MCCSC bevsmith@mccsc.edu Telesha Smith Fitness Instructor smith260@indiana.edu Whitley Wynns Triple Play Coordinator, Boys & Girls Clubs of Bloomington wwynns@bgcbloomington.org

60

Appendix C: Implementation
62 69 78
Campaign Plan Campaign Materials After-School Program: Triple Play 78 Triple Play Pre-Test 81 Mind Curriculum 82 Body Curriculum 85 Attendance and Notes Outreach 87 MCCSC Approval to Post Flyers Events 89 College Mentors for Kids 94 Zumba at BGCB 96 Community Wellness Event Web Presence 103 LetsGetFitTogether.com 108 Facebook 109 Twitter 110 YouTube
111 Press Release 113 Public Service Announcement 114 The Herald-Times Article 116 IndianaPublicMedia.com

87 89 103

111

Media Relations

61

Implementation
Campaign Plan

Campaign Plan
Lets Get Fit Together seeks to educate children, parents and other stakeholders in Monroe County about the harmful effects of childhood obesity and strives to motivate both children and parents to take action by developing healthy habits and lifestyles through eating nutritious, balanced meals and exercising regularly. Looking closely at the research findings from focus groups and the children answering the quantitative questionnaire, the IU PRSSA Bateman team established and implemented the following campaign plan:

Objective 1: To present a consistent appearance across campaign elements to brand Lets Get Fit Together
Strategy 1: To present a consistent appearance across campaign elements
Rationale: A meaningful and easy-to-recognize brand is vital in shaping a sense of trust and establishing connections with ones target publics. We sought to create a simple and easily recognizable brand that would encourage and empower publics to take action against childhood obesity and engage in healthy lifestyles. Since our focus group findings indicated that parents are the main decision makers regarding childrens diets, we wanted to develop a brand that would appeal to both parents and their children. Also, we sought to develop a brand that would instill a sense of peer and community-wide support to encourage our publics to get fit together, after learning from focus group participants that peers have a great impact in shaping their desires to exercise and eat healthy foods.

Tactic 1: Develop Lets Get Fit Together theme that can be used and adapted for campaign elements
The Lets Get Fit Together theme revolves around the idea of fitting together the numerous aspects of good health, such as fitting together balanced meals and fitting together healthy eating with regular exercise, to encourage and empower parents and children to engage in healthy lifestyles that will help combat and prevent childhood obesity. Our research findings indicated that the majority of children associate both healthy eating and physical activity with what it means to be healthy. We decided that our Lets Get Fit Together theme would be a great way to incorporate both fitness and the various components of fitting together healthy meals into one comprehensive campaign encouraging the development of healthy lifestyles.

62

Implementation
Campaign Plan

Tactic 2: Develop promotional materials

With the understanding that parents have a huge influence over their childs diet and exercise habits, we decided to construct campaign materials that would appeal to both children and their parents. Since our research indicated that the majority of parents are not directly talking to their children about their childs weight (possibly due to the sensitivity of the topic), we developed promotional materials that did not focus on weight, but rather focused on encouraging children and parents to take steps toward healthier lifestyles that would ultimately prevent obesity among children. Our promotional materials express the importance of balanced meals, the importance of pairing exercise with healthy eating and the importance of doing different types of regularexercise. We also constructed promotional materials that taught children and parents how to make quick, easy snacks with the hope that these materials would encourage publics to engage in these simple lifestyle changes. Our Lets Get Fit Together theme (including our logo, color scheme, and text fonts) was consistent across all of our promotional materials to help brand our campaign and encourage our publics to associate engaging in healthy lifestyles with Lets Get Fit Together.

Tactic 3: Chalk the sidewalk outside of the Boys & Girls Clubs of Bloomington (BGCB)
Leading up to our Lets Get Fit Together Triple Play program with the BGCB, we used chalk to write campaign messages on the sidewalk outside of the BGCB facility to encourage parents to enroll their children in the program and to inspire children to want to participate in the program. The Lets Get Fit Together theme was used to help BGCB participants associate our campaign with the program and its healthy messages. The chalked sidewalks were highly visible and noticed by many children and parents who visited the BGCB, and the chalking was instrumental in increasing enrollment in the Lets Get Fit Together Triple Play program.

Objective 2: To increase awareness of childhood obesity among children ages 8 to 14 in Monroe County during February
Strategy 1: Partner with the BGCB to spread key childhood obesity preventative messages
Rationale: After meeting with several local United Way agencies in our search for a potential campaign partner, we decided that the enthusiasm and healthy lifestyle

63

Implementation
Campaign Plan

mission of the BGCB was unmatched, and it would be the perfect fit for our campaign. The BGCB has a large membership of children within our target age group, and we recognized that these children could also serve as ambassadors in their schools to spread key Lets Get Fit Together messages. The children of the BGCB also come from a range of different socioeconomic classes, which would allow us, not only to reach these children with our key messages, but also reach their parents and encourage healthy habits at home. The BGCB provides children with a positive atmosphere to learn about developing healthy lifestyles, and the BGCB also provides children with an actual space to engage in healthy activities.

Tactic 1: Teach four (4) Mind classes to BGCB participants

In conjunction with the BGCB directors, we developed the Lets Get Fit Together Triple Play Mind program to teach participants about the various aspects of good health related to nutrition and developing healthy eating habits that will prevent childhood obesity. We gave the participants a pre-test at the start of the program to determine what they already knew about nutrition and making healthy food decisions. Following the pre-test, we held a class every Tuesday during the month of February at the BGCB. The participants learned about the different food groups, how to construct balanced meals and how to make quick, healthy snacks. Following the four classes, we gave the participants a post-test to evaluate how much they learned from the program.

Tactic 2: Teach four (4) Body classes to BGCB participants

Along with the BGCB directors, we also developed the Lets Get Fit Together Triple Play Body program to teach participants how to properly perform various exercises and to allow them to get their 60 minutes of exercise on days the class was taught. Prior to the start of the program, participants completed a pre-test in which they performed each of the various exercises that they would later be learning about more in-depth and performing during the four Body classes. Our focus group findings indicated that children know about conventional forms of exercise through push-ups and sit-ups, but they are not regularly participating in these types of activities. The Body program gives participants an opportunity to learn how to complete exercises properly so that they can continue to perform them regularly outside of class while decreasing risks of becoming overweight or obese.

Tactic 3: Prepare individual binders with graphs for each participant to track his or her progress over the course of the Body program
We constructed individual binders for each of the Lets Get Fit Together Triple Play program participants, in which the participants could log and track their progress following completion of

64

Implementation
Campaign Plan

the various exercises in the Body classes of the program. We reasoned that if children are able to see their progress from repeatedly performing certain exercises, they are more likely to continue performing these exercises outside of class and lower their likelihood of becoming obese.

Tactic 4: Send home promotional packets with BGCB participants that provide information on creating balanced meals and the benefits of physical activity.
We constructed promotional packets for Lets Get Fit Together Triple Play participants to take home in order to further educate these participants and their parents about the importance of developing and maintaining healthy lifestyles. The promotional packets were another way for us to reinforce key messages of the Lets Get Fit Together campaign and to encourage participants and their families to act now by developing healthy habits that will lower their risk of obesity and other health problems.

Tactic 5: Host a Zumba event for BGCB participants

We held a 30-minute Zumba class for BGCB participants, whom followed the lead of a professional Zumba instructor to perform fun, fast-paced dance movements to music. Our focus group findings illustrated that many children like to learn from teachers or from other trusted sources and that activities are more helpful in their learning process than passive forms of communication, like posters. The Zumba event required a great amount of physical activity on behalf of the participants, and each participant was fully engaged with the Zumba instructor throughout the lesson, hopefully indicating that they enjoyed learning a new form of exercise.

Rationale: We decided that partnering with an on-campus student organization that works with children within our target age group would be another way to reach more children with our key messages and further brand our campaign. Through partnering with another organization, we reasoned that we would be able to spread greater awareness of childhood obesity and educate more children about its effects, while hopefully encouraging them to associate messages of healthy living with the Lets Get Fit Together campaign.

Strategy 2: Reach out and partner with a student organization to further promote and spread Lets Get Fit Together messages

Tactic 1: Partner with College Mentors for Kids (CMFK) and teach a nutrition and fitness-oriented lesson to elementary school students

We teamed up with the IU student organization, College Mentors for Kids, to teach Monroe County elementary school students a lesson about the importance of developing a healthy lifestyle through good nutrition and regular exercise. Our research findings indicated that the majority of children are eating snacks in between meals, and many are not thinking about the nutritional

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value of the snacks and other foods they are eating. Thus, our lesson focused on teaching the students about how good nutrition, paired with physical exercise, can improve their overall health and quality of life. Our lesson also stressed the importance of healthy snacking and substituting healthy alternatives for common, unhealthy snacks.

Tactic 2: Participate with CMFK mentors and participants in physically active physical activities
We joined the CMFK mentors and student participants in several fun, physically challenging group activities and games. These games and activities were aimed at encouraging kids to stay active and exercise regularly in order to develop healthy lifestyles and stave off obesity.

Strategy 3: Host an open health and wellness event for the greater Monroe County community
Rationale: We wanted to host a culminating health and wellness event that would allow us to further spread key Lets Get Fit Together messages and reach more of our target publics. We decided that the event would be a fun way to get the entire community involved with the Lets Get Fit Together campaign and encourage both parents and children to develop healthy habits that will increase their overall quality of life.

Tactic 1: Include a presentation on nutrition and physical activity to educate attendees on the importance of living healthy, active lifestyles
Similar to our lesson for the elementary school students involved with CMFK, our lesson for the event attendees focused on the importance of developing a healthy lifestyle through good nutrition and participation in a range of physical activities. Our lesson was discussion oriented, which allowed for each of the attendees to become fully engaged with the lesson and participate in discussing their own health habits.

Our focus group findings indicated that many children understand the importance of living a healthy lifestyle, but not many children actually understand what a healthy lifestyle looks like. For example, during our focus groups, children were asked to draw a picture of what they believed a healthy, balanced meal looks like. None of the children were able to successfully complete the task. Following our lesson at the event, we provided attendees with a coloring activity that, once again, asked children to color in their idea of a healthy, balanced meal. This time, children were able to complete the task and show understanding of key health concepts.

Tactic 2: Provide attendees with a coloring activity to be completed at the event to reinforce Lets Get Fit Together messages and demonstrate identifying and understanding of key nutrition habits

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Tactic 3: Lead attendees in physically active games that incorporate nutrition and fitness concepts taught during the lesson component of the event
For the physical activity component of our wellness event, we decided to lead and join the attendees in fun, physically active games that reinforced the concepts that attendees had previously learned from our lesson on nutrition and fitness. The rules of each game had been modified to incorporate healthy concepts, while being incredibly active and fun to play. Research from our focus groups indicated that children already know about the conventional ways to exercise, yet are still struggling to develop and maintain healthy lifestyles. Through our event, we utilized an opportunity to broaden the attendees scope of exercise and healthy living, and, thus, hopefully redefined exercise into fun activities and games that children can and will actually want to do regularly.

Strategy 4: Use Internet communication tools to spread Lets Get Fit Together campaign awareness and educate publics on the effects of obesity and how to prevent it
Rationale: Our research findings demonstrated that children want to learn about ways to live a healthy lifestyle from a variety of sources. With the increasing popularity of the Internet with younger generations, we decided to use several different Internet communication tools to reach our target publics.

Tactic 1: Establish LetsGetFitTogether.com as the website for all campaign Internet communications
When Internet users desire more information about an organization, the first place they tend to access is usually an organizations website. We established the Lets Get Fit Together website as the core of all of our Internet communication so that users would be able to find complete access to information regarding the Lets Get Fit Together campaign, as well as access to our social media sites.

Tactic 2: Create Lets Get Fit Together social media accounts

We developed the Lets Get Fit Together social media accounts on Facebook, Twitter and YouTube to raise campaign awareness and to direct publics back to our campaign website. Social media are becoming increasing popular within todays media landscape, and our social media accounts were instrumental in updating target publics on our campaign progress and informing them of upcoming events.

Tactic 3: Create videos that teach publics how to engage in healthy lifestyles

We created and posted on our website and social media sites two short video lessons that showed team members creating quick, healthy and delicious snacks for children. Our research

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indicated that the majority of children are willing to eat nutritious foods, but there are still a large number of children who are unwilling to eat such foods. For the children that currently eat nutritious foods, the videos were created to reinforce key balanced meal and healthy snack messages. For the children who will not eat nutritious foods, the videos are meant to encourage children to eat healthier by expressing that nutritious foods taste good and are simple to make.

Objective 3: To increase media coverage of the Lets Get Fit Together campaign and the topic of childhood obesity
Strategy 1: Inform media of key childhood obesity issues
Rationale: Local media are a cost-effective way to promote events and issues to large audiences. We reasoned that credible media would allow the team to create awareness, influence attitudes and motivate our target publics to change unhealthy behaviors.

Tactic: Create a press release outlining the Lets Get Fit Together campaign and the issue of childhood obesity
Many local newspaper articles discussed health problems, but lacked a focus on local childhood obesity efforts. We sent a press release to local newspapers describing the prevalence of the problem locally, informing the media of Lets Get Fit Together efforts and pointing to additional campaign resources.

Strategy 2: Encourage media coverage by creating events that appeal to children and parents in Monroe County
Rationale: We knew that if we wanted to gain media coverage of our overall campaign and our campaign tactics, then we would have to design events that would incorporate and encourage the entire community. Our culminating community health and wellness event was designed to garner community-wide support and involvement.

Tactic: Invite local residents to the Lets Get Fit Together wellness event through a PSA
We recorded a public service announcement (PSA) and sent it to local radio stations. The PSA focused on the problem of childhood obesity and how important it is to teach children about childhood obesity early in their lives. Also, the PSA invited listeners to bring their children to the community wellness event, stating when and where the event would be held. Additionally, we posted the community wellness event in a prevalent online community calendar to draw more attention to the event.

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Promotions
Campaign Materials
All promotional campaign materials focused on encouraging children and parents to take steps toward developing healthier lifestyles. This flyer was created to emphasize the importance of the six major food groups in the construction of balanced, healthy meals. This flyer was displayed in various locations within 15 MCCSC schools, and the flyer was also placed in the BGCB binders and displayed during the community wellness event.

make a healthy, balanced meal.

Dairy
Dairy is full of calcium for strong and healthy bones. Choose fat-free or 1% milk and low fat yogurt. Choose whole grains like potatoes, brown rice, wholewheat bread, and whole-grain pastas and cereals. Whole grains help you feel full.

Fit Together the puzzle to

Grains

Protein
Eat fish, chicken, turkey, beans, eggs, nuts and lean cuts of pork or beef. Protein helps you build strong muscles.

Eat a colorful variety of fruits like strawberries, blueberries, apples and bananas as a snack or with meals. Fruits help give you energy.

Fruit

Vegetables

Choose lots of non-starchy vegetables like carrots, broccoli, green beans and asparagus. Vegetables are full of fiber, vitamins, minerals and antioxidants.

A balanced diet is important for a healthy body and mind.

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Promotions
Campaign Materials
This flyer emphasizes the importance of pairing aerobic exercise with strength training in daily exercise regimens. Part of developing a healthy lifestyle involves engaging in different types of exercise that burn excess calories and strengthen ones heart and lungs while also toning muscles. This flyer was displayed in 15 MCCSC schools, placed in the BGCB binders and distributed during the community wellness event.

Fit Together the puzzle to

Balanced Diet
Nutritious eating makes you healthy from the inside out. Choose a variety of vegetables, fruits, whole grains, protein and dairy for strong muscles and bones.

to maintain a healthier you.

Exercise
Fit in 30 minutes of physical activity daily. You could take your dog for a walk or join a sports team. Try to take the stairs instead of the elevator.

Nutritious eating, together with phsycial activity, is important for a healthy body and mind.

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Campaign Materials
This flyer encourages children and parents to give equal weight to both getting regular exercise and maintaining a balanced diet in their efforts to develop healthier lifestyles. A combination of getting physical activity and eating nutritious foods is essential to preventing and combatting childhood obesity. This flyer was displayed in various locations within 15 MCCSC schools, and the flyer was also placed in the BGCB binders and displayed during the community wellness event.

Fit Together the puzzle for

Aerobic Exercise
Aerobic exercise is important for a healthy heart and lungs, and relieves stress. Aerobics can be anything that increases your heart rate. Try walking your dog, riding your bike, swimming, dancing or jogging.

an active, healthy lifestyle.

Strength Training
Strength training helps you build strong bones and muscles, boosts energy levels and improves your mood. It helps you focus in sports and school. You can try push-ups, sit-ups and lunges.

60 minutes of physical activity each day is important for a healthy body and mind.

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Snack Flyers
The team recommended ants on a log as a fun snack substitution for unhealthy options like chips and candy. This tasty snack is a good source of protein and nutrients, and it would give children the energy they need to stay focused.

Fit Together the puzzle to

Ants on a Log

make a healhy, tasty snack.

1. 2.

Wash and cut celery in halves. Eating celery will help you get to your 5 daily servings of fruits and vegetables. Spread peanut butter on celery. Peanut butter is a great source of protein that will give you energy and keep you focused. Place raisins on the celery to look like ants on a log. The raisins will add sweetness and are a good source of fiber.

3.

Nutritious snacking is important for a healthy body and mind.

Visit LetsGetFitTogether.com
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Snack Flyers
In keeping with the focus on healthy snack substitutions, the team recommended yogurt parfaits in place of sugary treats. This delicious, healthy snack is a good source of calcium and protein, while also being low in fat.

Fit Together

the puzzle to make a healhy, tasty snack.

Yogurt, Fruit and Granola Parfaits

1. 2.

Choose low-fat yogurt. Its full of protein and a good source of calcium. Add fruit. Choose a colorful variety like blueberries, blackberries, raspberries and strawberries. Sprinkle on some whole grain granola to add some crunch to your parfait and help you feel full.

3.

Nutritious snacking is important for a healthy body and mind.

Visit LetsGetFitTogether.com
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Snack Flyers
The team recommended apple slices and string cheese in this flyer as a simple snack that requires little preparation, making it an excellent snack to eat on the go. This heart-healthy snack is also a great source of calcium.

Fit Together

the puzzle to make a healhy, tasty snack.

Apple Slices and String Cheese

1. 2. 3.

Cut your apple into slices. Apples are good for a healthy heart and help you get to your 5 daily servings of fruits and vegetables. Add some string cheese. Cheese is a great source of dairy and full of calcium. Take your snack with you on the go! Its very quick and easy.

Nutritious snacking is important for a healthy body and mind.

Visit LetsGetFitTogether.com
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Promotions
Event Flyer
The team gave copies of this flyer to 15 MCCSC schools to be distributed to students and parents in order to promote the Lets Get Fit Together community wellness event.

Wellness Event

Community
Who? When? Where? Why? What?
Children grades 3-8 Saturday, February 25 1:oo p.m. to 2:00 p.m.

for Children!
Batchelor Middle School Gym 900 West Gordon Pike Bloomington, IN 47403

Nearly one in three children in Monroe County are overweight or obese. Children can learn about engaging in healthy lifestyles! A wellness event to participate in fitness activities, learn about healthy lifestyle choices and have a chance to earn prizes!

Visit LetsGetFitTogether.com
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Promotions
Coloring Activity
This coloring sheet was distributed at the community wellness event. Kids in attendance colored their favorite healthy snacks in the appropriate areas. The variety of things that were drawn had the kids excited to share their drawings. Each child received a second sheet to take home with them. Directions: Draw pictures of food that fit in each food group to make a balanced meal.

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Chalking Outside BGCB
Sidewalk chalk was used outside of the BGCB to promote the Lets Get Fit Together Triple Play Program and encourage parents of BGCB participants to enroll their children in the program. The chalk was instrumental in creating awareness of the program and increasing enrollment within the program.

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Triple Play at BGCB Pre-Questionnaire
At the beginning of the Triple Play program, the children were given this test to measure their existing knowledge about nutrition and exercise. This test shaped the lessons that were given during the Triple Play program to address the areas that children needed the most instruction. This same test was also given after the completion of the program, which measured what the children learned during the course of the program.

Name: TRIPLE PLAY SPRING PRE/POST TEST

Date:

1. What makes up a balanced meal? (Check all that you think are important). Fruits Grains (breads, rice, etc.) Proteins (meats) Vegetables Juice Dairy (milk, yogurt, cheese, etc.) Soda Desserts (Candies, Cake, Cookies, etc.) Water 2. Which of the following is not one of the six classes of nutrients? a. Fiber b. Protein c. Carbohydrates d. Water 3. How many servings of fruit should you have per day? a. 1 serving b. 2-4 servings c. 7-9 servings d. 10 servings 4. When preparing chicken one should: a. Immidiately begin to cook it b. Season it first, then cook it c. Clean chicken with warm water d. Clean chicken with cold water e. You can eat chicken raw

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Triple Play at BGCB Pre-Questionnaire

5. Breakfast_____. a. Helps give your body energy b. Helps get your brain going c. All of the above 6. What happens when the amount of calories consumed exceeds the amount of calories burned? a. Impossible to predict weight gain or loss b. Weight gain c. Weight loss d. No change in weight 7. It is recommended that kids engage in at least______minutes of physical activity on most days of the week. a. 30 b. 60 c. 90 8. Exercise makes your heart weak. a. Yes b. No 9. What two words best describe being healthy? (Please only check 2 responses). Physically fit Active Thin Nutritious eating Good nights sleep 10. How many servings of vegetables do you eat on a typical day (do not include French Fries or potato chips)? None One Two Three Four or more

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Triple Play at BGCB Pre-Questionnaire

11. Are you concerned about yourself or someone you know being overweight? Yes No

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Triple Play Mind Curriculum
The Triple Play program had two major sections; Mind days on Tuesdays and Body days on Thursdays. The curriculum for all the Mind day lessons outlines all of the important points that were covered during each Tuesday of the program. These lessons were comprised of interactive activities that taught the children about nutrition and how to make healthy lifestyle choices.

Triple Play MIND Curriculum WELCOME/OVERVIEW (Feb. 7) What is Triple Play all about? Introduction of materials that will be covered and discussed Introduction of the guests speakers we will be having throughout the 4 weeks Outline of program break down (2 days a week) Importance of material Pre-test FARM -Tracey Porter, or Guest Chef Benefits of eating organically Dangers of processed food Taste testing HEALTHY LIVING (Feb. 14) My Plate introduction/review Portion sizes Reading labels Importance of sleep Effects on the brain and the rest of your body What is your body doing while you are sleeping? Importance of daily exercise Health benefits FOOD PREP SAFETY (Feb. 21) Michelles teaching materials for this day Food preparation Health risks if food is prepared or cooked wrong Use of flavorings and seasonings A little goes a long way WRAP-UP (March 20) Quick review Post-test FUN ACTIVITY FOR PROGRAM COMPLETION!

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Triple Play Body Curriculum
The Body curriculum of the Triple Play program was constructed to both teach children the importance of regular physical activity as well as to demonstrate proper exercising techniques. The children were exposed to a variety of exercise types ranging from yoga to traditional exercise stations, which included lunges and the shuttle run.

Triple Play - BODY Curriculum OBSTACLE COURSE AND STATIONS (Feb. 2) Obstacle Course (overall time) - 10 min. Agility Ladders Jumping rope (20x) Roll orange ball around cones Step ups Hurtling Shoot ball in net Stations (do until exhaustion) - 10 min. Sit-ups Push-ups Lunges Shuttle run (timing) Run course and stations Log data Reflect Goal we want to achieve (personal) YOGA/STATIONS (Feb. 9) Yoga 10 min. Importance of stretching Listening to body Stations 10 min. Reflection Binders/Journaling OBSTACLE COURSE/RECORDS BOARD (Feb 16) Obstacle course run through (#2) Records Board Breaking club records or personal bests FINAL RUN THROUGH OF OBSTACLE COURSE/STATIONS

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Body and Mind Classes

The top photo illustrates a Mind day and the bottom photo illustrates a Body day during the Triple Play program at the BGCB.

Kristen teaches at the BGCB on a Mind day.

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Whitley Wynns instructs yoga on a Body day.

After-School Program
BGCB Binders
Throughout the Triple Play program, the BGCB children tracked their physical activities and their progress as they improved their personal bests in each physical activity category. The children gained an understanding of ways to track physical activity and were encouraged to reach their maximum potential.

Through graphs, children were able to track their weekly pogress on the Body days.

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Boys and Girls Club Triple Play Notes Tuesday, Thursday 5:05-5:50 p.m. Thursday, February 2 Triple Play program intro 10 kids Chocolate milk and nutrigrain bars were the snack They did lunges, sit ups, obstacle course and push-ups Tuesday, February 7 12 kids My Plate lesson and discussion on balanced meals Healthier choices in grains Talking about portion size Snack was milk, crackers, orange or apple Serving sizes What kind of milk to drink Thursday, February 9 Yoga class and stations Oranges and chocolate milk Eight kids Tuesday, February 14 10 kids Cooking class: chicken quesadillas Multigrain tortillas, chicken, salsa, cheese, taco seasoning Thursday, February 16 Physical activity stations Lunges, sit-ups, shuttle run, push-ups, obstacle course Tuesday, February 21 11 kids did a trivia activity about healthy lifestyles

Triple Play Attendance and Notes

These notes tracked the attendance and day-to-day notes during the Triple Play program at the BGCB.

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Thursday, February 23 Five kids Basketball stations Tuesday, February 28 11 kids Lets Get Fit Together lesson Chips for snack Two kids asked for a healthier snack and were given apples

Triple Play Attendance and Notes

Victoria helps a BGCB member do sit-ups during a Body day.

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Outreach

MCCSC Approval to Post Flyers

This document is the approval letter that we received that allowed us to hang Lets Get Fit Together flyers in all of the MCCSC schools.

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Flyers in MCCSC Schools
Flyers were hand delivered to the appropriate officials in each school and were hung up throughout each school as illustrated.

Flyers in Binford Elementary School

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Flyers in Fairview Elementary School

Events
College Mentors for Kids PowerPoint
The team gave an interactive presentation to the CMFK participants that focused teaching how to eat healthy, be physically active and how to lead healthy lifestyles. Children were encouraged to participate throughout the entire discussion and were enthusiastic about the lesson.
What does a balanced meal look like?

My Plate
Make half of your plate fruits and vegetables Make at least half of your grains, whole grains (oatmeal, brown rice) Choose lean proteins Switch to fat free or 1% milk

Tell us some of your favorite snacks

Healthy Substitutions

What are some other healthy substitutions?

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College Mentors for Kids PowerPoint
How much physical activity should you get in a day?

60 Minutes or More Per Day

Walk your dog Go for a bike ride around your neighborhood with parents or friends Join a sports team at school Watch fun exercise videos

What are some other fun ways to get in your daily exercise?

Why is it important to stay healthy?

Importance of Good Health

Prevents obesity and other health conditions Boosts energy level, improves self-esteem Improves your overall well-being

Steps to Live a Healthy Lifestyle

1. Eat balanced meals. 2. Get 60 minutes of exercise each day. 3. Encourage your friends and family to lead healthy lifestyles with you. Leading a healthy lifestyle through nutritious eating and physical activity leads to a healthy body and mind!

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College Mentors for Kids PowerPoint

www.letsgetfittogether.com

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College Mentors for Kids
These photos show the two parts of the Lets Get Fit Together lesson with the CMFK. The first photo shows the interactive lesson, and the second photo shows the CMFK participants playing games outside after the lesson ended.

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College Mentors for Kids Post-Questionnaire
After the lesson portion of the CMFK program, the team distributed this short questionnaire to measure the effectiveness of the lesson and to gauge what the children learned during the lesson.

1. What did you learn today?

2. Do you think you might change the way that you eat at home? Circle: Yes No 3. Do you think that you will try to be more physically active? Circle: Yes No 4. What grade are you in? Circle: 2nd 3rd 4th 5th 6th

5. Are you male or female? Circle: Male

Female

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Zumba at BGCB
To further encourage the BGCB members to try new types of physical activities, the team hosted a Zumba event open to all BGCB members ages 9 and above. These photos show the BGCB participants following the Zumba instructors movements.

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Zumba at BGCB Post-Questionnaire
Upon conclusion of the Zumba event at the BGCB, participants were asked to complete this brief questionnaire. This allowed the team to gauge the reaction of the participants.

1. Did this Zumba class make you want to try new types of exercise? Circle: Yes No 2. Do you think that you will try to be more physically active in the future? Circle: Yes No 3. What grade are you in? Circle: 2nd 3rd 4th 5th 6th 7th 8th

4. Are you male or female? Circle: Male

Female

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Community Wellness Event Proof of Insurance to Use Batchelor Middle School Gym
The Certificate of Liability Insurance was required through MCCSC and the host of the event, Batchelor Middle School. MCCSC required this documentation to prove that the Trustees of IU would be held accountable for IU PRSSAs event and that we had the proper insurance.

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Community Wellness Event Agenda
On Saturday, February 25, the community wellness event took place at Batchelor Middle School. The agenda called for an hour-long event, however, due to the kids enjoyment of the activities, the event went longer than one hour.

Event Time: 1:00-2:00 P.M. Lesson - 20 Minutes Coloring - 5-10 Minutes Fit Together Tag - 15 Minutes All players find a partner and link elbows with him or her. These pairs spread out around the playing area. The facilitator selects one pair and within that pair selects one person to be it and the other person to be the chaser. The it person runs around throughout the pairs. The it person can, at any time, link up with any pair. If the link person joins a pair, the person on the pair who the it member did not link with must separate from the chain and now be it. If the it person is ever tagged, he or she becomes the chaser, and the other person becomes the it. That other person is then free to join a pair, causing another player to split off and be the new it. The game lasts until the facilitator says it is over. It can be helpful for the facilitator to watch carefully and manage potentially confusing situations, specifically when the it person thinks he or she has linked up and the chaser thinks he or she has tagged him or her just before linking (creating two people who think they are it). Shark and Minnows - 15 Minutes The facilitator begins as the shark. Line all the other players on one side of the gym in a row. These are the minnows. Choose a category, such as vegetables, and have each minnow choose a vegetable. Stand on the side of the gym facing opposite the minnows. Shout out a vegetable at random. Listen for any minnows with the chosen vegetable as they try to walk/run quietly to the side of the gym. Turn around and run to try to tag a minnow. Be careful not to tackle or forcefully push a minnow. Let the minnows who reach the side of the gym without being tagged return to the original side. Call out another vegetable and continue the game until a minnow is tagged. Become a minnow when you tag one. The tagged minnow is now the shark. Categories: Fruits, vegetables, snack substitutions, physical activities, dairy, grains, proteins Snacks/Cool Down and Trivia/Prizes - 10 Minutes Evaluation

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Community Wellness Event Lesson Slides

How much physical activity should you get in a day?

60 Minutes or More Per Day

Walk your dog Go for a bike ride around your neighborhood with parents or friends Join a sports team at school Watch fun exercise videos

What are some other fun ways to get in your daily exercise?

Why is it important to stay healthy?

Importance of Good Health

Prevents obesity and other health conditions Boosts energy level, improves self-esteem Improves your overall well-being

Steps to Live a Healthy Lifestyle

1. Eat balanced meals. 2. Get 60 minutes of exercise each day. 3. Encourage your friends and family to lead healthy lifestyles with you. Leading a healthy lifestyle through nutritious eating and physical activity leads to a healthy body and mind!

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Community Wellness Event Trivia Questions
A trivia contest allowed participants to win healthy prizes toward the end of the event. Each child was eventually called upon to give different answers to the questions. Prizes included water bottles, jump ropes, athletic balls and other fun items that encourage children to stay active.

1. How many minutes of exercise do you need to get in a day? Answer: 60 minutes 2. Name at least three parts of a balanced meal. Answer: Fruits, Vegetables, Dairy, Proteins, Grains 3. Name a type of aerobic exercise. Possible Answers: Cycling, Jogging, Dancing, Swimming 4. Name a type of strength training. Possible Answers: Free weights, Push-ups, Sit-ups 5. Name a type of healthy substitution. Possible Answer: Eating baked potato chips instead of regular potato chips

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Community Wellness Event

The smiles were endless as the team and community youth enjoyed the activities at the community wellness event.

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Events

Community Wellness Event

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Community Wellness Event Post-Questionnaire
Upon conclusion of the community wellness event, participants were asked to complete a brief questionnaire. This allowed the team to gauge the reaction of the participants.

1. In the future, will you think about what you eat and make healthier decisions? Circle: Yes No 2. Do you think that you will try to be more physically active in the future? Circle: Yes No 3. What grade are you in? Circle: 2nd 3rd 4th 5th 6th 7th 8th

4. Are you male or female? Circle: Male

Female

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Web Presence
LetsGetFitTogether.com Welcome Page
LetsGetFitTogether.com served as the main web source for the campaign. The community was driven to the site via flyers, social media and other media outlets. The site was full of fun and up-to-date information about the campaign. Page one welcomed guests to the site and also advertised the community wellness event. Links to all social media were also included on each page, as well a place to send the team an email.

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Web Presence
LetsGetFitTogether.com Get the Facts
The Get the Facts tab allowed guests to access critical information. Childhood obesity is a serious issue in the United States, and this page was meant to drive home that alarming fact.

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Web Presence
LetsGetFitTogether.com Eat Healthy
The Eat Healthy tab allowed children and their parents to learn how to make healthier choices. A fun and interactive page allowed for guests to learn each part of these meals. Educational videos, created by the team, taught guests how to make healthy snacks in minutes.

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Web Presence
LetsGetFitTogether.com Get Fit
The Get Fit tab provided fitness information. A fun and interactive page allowed for guests to learn how to maintain a healthy lifestyle. A video of the teams Zumba class at the BGCB was used to inspire guests to try the fun exercise routine.

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Web Presence
LetsGetFitTogether.com Community
The Community tab of the website was the place to stay informed about the campaign. The calendar was always up-to-date, and all news that appeared in the local media about the campaign was updated daily.

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Web Presence

Social Media: Facebook Page

One of the most popular social media sites is Facebook. The teams Facebook page was linked to the website and was updated daily. Most interaction between the community was through Twitter although the Facebook page was treated with the same importance.

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Web Presence

Social Media: Twitter Page

Twitter was the main social media outlet used by the campaign. Much of the interaction from the community was done through this site.

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Web Presence

Social Media: YouTube Page

Through Tweets and Facebook posts, community members were directed to the YouTube page to view educational and fun videos the team created.

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Media Relations
Press Release
A press release was sent to Bloomington media announcing the teams campaign. The release announced the Beth Wood Chapter, the Bateman team and all the aspects of the campaign and competition.

FOR IMMEDIATE RELEASE February 12, 2012 Contact: Courtney Stiehl cstiehl@indiana.edu tel: 317.440.9887 IU Students Tackle Childhood Obesity in Bloomington Student campaign targets children and parents to work together toward health BLOOMINGTON, IND. --- A student group at Indiana University is instituting a Lets Get Fit Together campaign to raise awareness of childhood obesity and encourage children to engage in healthy lifestyles. The group, a team from the Beth Wood Chapter of PRSSA at Indiana University participating in the national organizations annual Bateman Case Study Competition, seeks to motivate children to eat healthy and stay active. We should have high expectations for kids in the community and challenge them to lead healthy lives, said Victoria Summers, account executive of the IU PRSSA Bateman team. Through a partnership with the Boys & Girls Club of Bloomington, children targeted by Lets Get Fit Together learn how obesity is measured and the consequences of the problem. Children participating in the campaign at the BGCB, as a complementary component to the BGCB wellness program Triple Play, attend two weekly sessions to participate in fun physical activities or learn about different aspects of nutritious eating. According to the Centers for Disease Control and Prevention, nearly one in three children in America are overweight or obese. Over the past 30 years, childhood obesity rates have tripled. Obese children often become obese adults with severe health problems. Research conducted with more than 300 students in the MCCSC by the IU PRSSA Bateman team revealed that 53% of children aged 8-14 in this sample are concerned about

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Media Relations
Press Release

themselves or someone they know being overweight. Well be leading a series of interactive events around the community focusing on nutrition and healthy lifestyles to get kids excited about health, said Summers. For more information about the campaign or upcoming events, visit letsgetfittogether. com or follow @LGFitTogether on Twitter. ###

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Public Service Announcement Script

The team drafted a PSA announcing the campaign and community wellness event. A local DJ produced the PSA and it later was heard over the airwaves of Bloomington in the days leading up to the event.

Nearly one in three children in America are overweight or obese. These children are more at risk for chronic diseases and becoming obese adults. Its crucial to teach them early about the importance of eating healthy and staying active. The Lets Get Fit Together campaign developed by a student group at Indiana University aims to motivate children to take an active role in fighting obesity. Children in grades 3-8 are invited to attend a community wellness event this Saturday, February 25th at 1 p.m. at Batchelor Middle School in Bloomington. Visit LetsGetFitTogether.com for more information. Lets get fit, together!

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The Herald-Times Article
The Herald-Times (Bloomington) picked up the press release the team sent out. HT writer Dann Denny wrote a story, which was published in the paper and online.

IU students start Lets Get Fit Together campaign

Students participating in national competition that raises awareness of childhood obesity, promotes healthy lifestyles By Dann Denny 331-4350 | ddenny@heraldt.com February 21, 2012 A group of five students at Indiana University is instituting a Lets Get Fit Together campaign to raise awareness of childhood obesity and encourage children to engage in healthy lifestyles. One of the features of the campaign is a community wellness event from 1-2 p.m. Saturday in the school gym at Batchelor Middle School at 900 W. Gordon Pike. The event targets children in grades 3-8, who will do competitive physical activities, have a chance to win prizes and learn about healthy lifestyles. The students are members of the Public Relations Student Society of America, and by launching the campaign are participating in a national competition called the Bateman Case Study Competition against more than 70 other chapters from across the country. The winners of the competition, which is under way and runs through March, can win cash awards for their respective chapters $2,500 for first place, $1,500 for second place and $1,000 for third place. The program seeks to motivate children to eat healthy and stay active, said Courtney Stiehl, spokeswoman for the team. We encourage them to substitute healthy snacks things like apples, string cheese or yogurt parfait for less healthy options like chips and sweets. She said that according to Centers for Disease Control and Prevention, nearly one in three children in America are overweight or obese, and childhood obesity rates in the U.S. have tripled over the past three decades. The student group launched the campaign in February by conducting surveys and focus groups among more than 300 students at MCCSC schools. We found that 53 percent of children aged 8-14 are concerned about themselves or someone they know being overweight, said Stiehl, a senior journalism student at IU. They just need to be given the right tools to prevent it. The students also visit the Boys and Girls Clubs of Bloomington, where they in conjunction with the clubs wellness program called Triple Play talk about fitness and nutrition.

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The Herald-Times Article

We have them do things like yoga, sit-ups and pushups, and run an obstacle course, Stiehl said. We show them how obesity is measured by taking their body mass index, and how to measure how many calories they are burning. The team will also collaborate with IUs College Mentors for Kids to offer a workshop Wednesday on preventing childhood obesity followed by physical activities for children grades 3-6, and will lead a Zumba class for all Boys and Girls Clubs of Bloomington members Friday. For more information about the campaign, visit www.letsgetfittogether.com or follow @LGFitTogether on Twitter. Copyright: HeraldTimesOnline.com 2012!

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IndianaPublicMedia.com

IndianaPublicMedia.com advertised the community wellness event on its community calendar in the days leading up to the event. Community members could learn about the event and were directed to the campaign website for more information.

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Appendix D: Evaluation
118 Evaluation 120 Google Analytics 124 Program Evaluations 124

Triple Play Pre-Test 125 Triple Play Post-Test 126 College Mentors for Kids Event 127 Zumba Event 128 Community Wellness Event

129 Meet the Team

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Evaluation
Objective 1: To present a consistent appearance across campaign elements to brand Lets Get Fit Together

conclusion of the Triple Play program as well as their understanding of the importance of daily exercise. Children learned how to live healthy lifestyles through the messages of the Lets Get Fit Together campaign and showed that they were more likely to participate in more physical activity and eat healthier as a result of exposure to the campaign webpages. After attending the Zumba event at the BGCB, 100% of participants reported that they would try to be more physically active in the future. The majority of children (86%) who attended the community wellness event reported that they will think more frequently about what they eat and make healthier decisions in the future. A substantial web presence was created through social media pages and the campaign website, www.LetsGetFitTogether.com (see Appendix C, p. 103). To raise awareness through social media, a Twitter, Facebook and YouTube page were created and linked to the website and presented in many campaign materials. During the campaign, Twitter followers were generated and regularly updated. Many of the sustained interactions with followers through tweets and retweets were representative of an adult (parent) population. The campaign website views increased throughout the course of the campaign.

Outcome: SUCCESS

The IU PRSSA Bateman team created the Lets Get Fit Together theme with puzzle piece visual elements that appeared across all of the campaign elements. This consistent appearance of the Lets Get Fit Together campaign appeared on all print, online and event materials of the campaign, which made the campaign and the messages instantly recognizable. The messages and visual elements related to the campaign all linked to the puzzle piece theme and using the terms fit together in all the different aspects of the campaign.

Outcome: SUCCESS

Objective 2: To increase awareness of childhood obesity among children ages 8 to 14 in Monroe County during February

Through the many programs and events of the Lets Get Fit Together campaign, we increased awareness of childhood obesity and the importance of living healthy lifestyles among children, ages 8 to 14, during the month of February. For example, 90% of children who attended the College Mentors for Kids event reported learning about either eating healthy, being physically active, both eating healthy and being physically active, or how to be healthy in general. We also measured substantial increases in health-related knowledge as a result of the Triple Play program held at the BGCB. There were improvements shown from the pre-test, which was administered at the beginning of the program to children, to the post-test, which was administered after the program was completed. BGCB childrens understanding of the parts of a balanced meal increased significantly after the

Objective 3: To increase media coverage of the Lets Get Fit Together campaign and the topic of childhood obesity

Outcome: SUCCESS

The media provided a strong connection with the target publics. The Lets Get Fit Together campaign received media coverage through radio PSAs, online community calendars and news releases, which resulted in story coverage. The PSAs were played repeatedly on WIUX, WGCL, WBWB and Hoosier County radio stations. The largest circulation daily Bloomington newspaper,

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The Herald-Times, picked up the news release on Feb. 21, 2012, and the article also appeared on The Herald-Times Online. This feature article emphasized the key messages of the Lets Get Fit Together campaign and the forthcoming community wellness event details. The Herald-Times has a daily circulation of about 28,000. Local online community calendars, like IndianaPublicMedia.com were used to publicize the community wellness event.

A child that participated in Zumba expressed enthusiasm about our class.

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Google Analytics
LetsGetFitTogether.com
Google Analytics provided the team with the tools to measure website traffic. The main web page for the campaign was viewed 149 times. However, the sites individual pages combined for 763 views. Individual Page Views

Page Views

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Google Analytics
LetsGetFitTogether.com
The average viewer remained on the web page for over five minutes. Forty-five percent of viewers were new visitors. Forty percent of viewers were from direct traffic whereas fifty-five percent were referred to the site via social media or other media outlets.

Referrals

Search Sources

Site Analytics

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Google Analytics
LetsGetFitTogether.com

The top graph shows that, weekly, our website views consistently increased up until the final days of our campaign, and only decreased after our community wellness event had already taken place. Additionally, our site went dark in the final days of our campaign, which would explain the sharp decrease in viewership. The bottom graph shows that, overall, our viewership steadily increased throughout the month of our campaign.

Site Views Weekly

Site Views Monthly

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Google Analytics
LetsGetFitTogether.com

Almost all of the website viewers were in the United States. However, the group found it interesting that the site was viewed internationally in Canada.

Site Visit Breakdown

114 123

Site Visits by Country

Evaluations

Triple Play Pre-Test

The IU PRSSA Bateman team held twice weekly classes about healthy lifestyles to children at the BGCB on Tuesdays and Thursdays during the month of February. Tuesdays were scheduled as Mind days, which consisted of lessons about nutrition. Thursdays were Body days, which were comprised of physical activity lessons.

1. What makes up a balanced meal? Correct answer: 18% Wrong answer: 82% 2. Which of the following is not one of the six classes of nutrients? Correct: 36% Incorrect: 64% 3. How many servings of fruit should you have per day? Correct: 55% Incorrect: 45% 4. When preparing chicken one should Correct: 27% Incorrect: 73% 5. Breakfast ____ Correct: 27% Incorrect: 73% 6. What happens when the amount of calories consumed exceeds the amount of calories burned? Correct: 18% Incorrect: 82% 7. It is recommended that kids engage in at least ____ minutes of physical activity on most days of the week. Correct: 64% Incorrect: 36% 8. Exercise makes your heart weak. Correct: 82% Incorrect: 18% 9. What two words best describe being healthy? Physically fit 55% Active 73% Thin 9% Nutritious eating: 45% Good Nights Sleep: 0% 10. How many servings of vegetables do you eat in a typical day (do not include French fries or potato chips)? Correct: 18% Incorrect: 82% 11. Are you concerned about yourself or someone you know being overweight? Yes: 55% No: 45% 124

Evaluations

Triple Play Post-Test

At the beginning of the Triple Play program, the children were given a pre-test to gauge their existing knowledge about leading healthy lifestyles. After the program was completed, the children were given a post-test on the same material to measure what they had learned during the course of the program. There was significant improvement in most of the questions demonstrating that the children in the Triple Play program learned and retained information about healthy eating habits and physical activity. By gaining the knowledge and the tools to lead healthy lifestyles through the Triple Play program at the BGCB, these children will be able to make smarter, healthier choices to improve the overall quality of their lives.

1. What makes up a balanced meal? Correct answer: 78% Wrong answer: 22% 2. Which of the following is not one of the six classes of nutrients? Correct: 67% Incorrect: 33% 3. How many servings of fruit should you have per day? Correct: 100% Incorrect: 0% 4. When preparing chicken one should Correct: 78% Incorrect: 22% 5. Breakfast ____ Correct: 89% Incorrect: 11% 6. What happens when the amount of calories consumed exceeds the amount of calories burned? Correct: 100% Incorrect: 0% 7. It is recommended that kids engage in at least ____ minutes of physical activity on most days of the week. Correct: 89% Incorrect: 11% 8. Exercise makes your heart weak. Correct: 100% Incorrect: 0% 9. What two words best describe being healthy? Physically fit: 56% Active: 67% Thin: 0% Nutritious eating: 56% Good Nights Sleep: 11% 10. How many servings of vegetables do you eat in a typical day (do not include French fries or potato chips)? Correct: 78% Incorrect: 22% 11. Are you concerned about yourself or someone you know being overweight? Yes: 55% No: 44% 125

Evaluations
College Mentors for Kids Event
This lesson was ran as a discussion that encouraged the children to participate and get involved. The children were enthusiastic when asked to participate and answered questions through the course of the discussion. The vast majority of the children reported learning something after the lesson including how to eat healthy or how much physical activity to get in a day. The majority of children also said that they might change their eating habits at home after the lesson. There were also a large number of children who reported that they would try to be more physically active after the lesson. After completion of the lesson, the children went outside to participate in a number of physical, fun games with their college mentors.

College Mentors For Kids Evaluation Results 1. What did you learn today? Eat Healthy: 45% Be Physical: 15% Both: 15% How to be healthy: 15% Nothing: 5% Fun Stuff: 5% 2. Do you think you might change the way you eat at home? Yes: 58% No: 32% Maybe: 10% No response: 1 3. Do you think that you will try to be more physically active? Yes: 84% No: 11% Maybe: 5% No response: 1 4. Grade: 2nd grade: 22% 3rd grade: 33% 4th grade: 44% No response: 2 5. Gender: Male: 37% Female: 63% No response: 1

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Zumba Event
The IU PRSSA Bateman team hosted a Zumba class for children, ages 9 and up, at the Boys and Girls Clubs of Bloomington. Our Zumba class was an overwhelming success. All of the children involved in this event had a great time and participated enthusiastically in the event. All of the children reported that they would try to be more physically active in the future learning a new exercise routine. The Zumba class exposed these children to new types of exercise and all but one child said that after the Zumba class they might want to try other new types of exercise. There were a few children who were so impacted by this event, they wrote extra comments on the sides of their evaluation sheets, like, P.S. I loved this so much! Please come again! and This is awesome.

Zumba Class Evaluation Results 1. Did this Zumba Class make you want to try new types of exercise? Yes: 92% No: 8% 2. Do you think that you will try to be more physically active in the future? Yes: 100% No: 0% 3. What grade are you in? 3rd Grade: 8% 4th Grade: 25% 5th grade: 17% 6th Grade: 25% 7th Grade: 17% 8th Grade: 8% 4. Gender: Male: 58% Female: 42%

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Evaluations

Community Wellness Event

The IU PRSSA Bateman team hosted a community wellness event for the Bloomington community at Batchelor Middle School that included lessons about living healthy lifestyles and participating in physical activities. The majority of the participants were enthusiastic about the event and reported that they would try to eat healthier in the future and all of the children said that they would try to be more physically active in the future.

Wellness Event Evaluation Results 1. In the future, will you think about what you eat and make healthier decisions? Yes: 86% No: 14% 2. Do you think you will try to be more physically active in the future? Yes: 100% No: 0% 3. What grade are you in? Kindergarten: 14% 1st Grade: 14% 2nd Grade: 14% 3rd Grade: 0% 4th Grade: 29% 5th Grade: 14% 6th Grade: 14% 4. Gender: Male: 43% Female: 57%

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Meet the Team

Kristen Broyles Kristen is a senior majoring in journalism with minors in marketing, history and psychology. She has had multiple public relations internships that have helped her understand the public relations process. Last summer, she interned with the Indiana Historical Society in her hometown of Indianapolis. Besides public relations, she has a wide range of interests including traveling, reading and eating at new restaurants. Following her graduation in May 2012, she would like to begin her public relations career in Indianapolis or Chicago. Elizabeth Koss Elizabeth is a junior majoring in journalism with a concentration in gender studies. This summer, she will be interning in Tampa, Fla., at a major marketing communications firm. She has held other public relations and editorial positions that have helped her to develop and hone necessary skills for the Bateman Case Study Competition. One such position was with a corporate public relations firm in London, England, this past summer. Outside of public relations, Elizabeth enjoys traveling, exercising and getting involved on campus. She is a member of Alpha Xi Delta Sorority and skates for the IU Figure Skating Team. She is also a yearly participant in the IU Dance Marathon. Matthew Smith Matthew is a senior majoring in journalism concentrating on public relations and communication and culture. He is currently slated to intern in Boston this upcoming summer at a well-known public relations firm. A member of Lambda Chi Alpha Fraternity, Matthew has served on the Executive Board for the past two years. He is an avid sports fan and has written for IUs award-winning newspaper, the Indiana Daily Student. He will graduate in December 2012 and plans to relocate to the east coast.

Courtney Stiehl Courtney is a senior double majoring in journalism and communication and culture with a concentrated study in public relations. She has held a broad range of editorial and media relations internships that have helped her develop skills required for success in public relations. She considers the Bateman Case Study Competition to be her most valuable and meaningful professional experience yet. Outside the classroom, she volunteers as an on-scene advocate at a local domestic violence shelter and enjoys photography, traveling and fashion. Following graduation in August 2012, she plans to pursue a long career in public relations. Victoria Summers Victoria is a senior double majoring in Spanish and journalism with a concentrated study of public relations. She was the Account Executive of the 2012 IU PRSSA Bateman Team and will graduate from IU in the top 10 percent of her class. Victoria volunteers at the Boys and Girls Clubs of Bloomington and in her free time enjoys photography, playing the violin, cooking and traveling. The Bateman Case Study Competition has been both a challenge and an immense opportunity for Victoria to hone her skills as a public relations practitioner. The experience gained from the case study will be invaluable as she moves forward as a young professional.

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