Healthier BYU A Campaign to Motivate BYU Students to Eat Right
Emily Batten Janice Chan Bekah Lundquist Shannon McCullam Erica Ostergar Claire Sonksen
Research 3
Background Situation Analysis Core Problem/Opportunity
Action Planning 10
Goal & Objectives Big Idea Key Publics, Messages, Strategies & Tactics Tactics Examples Calendar & Budget
Evaluation Criteria & Tools 29 Appendix 31
Background College students have been living up to their stereotypes for years; stocking up on top ramen, pizza night binges, and gaining that infamous “freshmen 15”. We, the Healthier BYU campaign team, set out to see if students at Brigham Young University fit the mold that society seems to have set. In both the qualitative and quantitative research, we found that students are knowingly making poor eating habits. Through conducting interception interviews of students eating in the CougarEat food court on BYU campus, it was discovered that students are knowingly purchasing unhealthy food options. The online Qualtrics survey exposed that students do know the nutrition guidelines that are expected of them, but the vast majority do not meet these expectations even though they seemingly want to. Nearly the majority, 42%, of students also reported in this survey that they make poor choices because they are motivated by time when deciding what to eat. Some students in the conducted focus group said they are unmotivated to pack a healthy lunch to bring to campus because they are “too lazy” or “it takes too much time.” Because so many students choose their food based on what is fast and efficient, the resources Brigham Young University already has available to students was investigated. With numerous vending locations, pre-packed fresh salads, and healthy on campus options, it was determined that healthy options are readily available at BYU, however, students may not be aware of these available resources. In the focus group it was also discovered that students are not planning grocery shopping lists and daily meals, leading to a decreasing quality of healthiness in their meals. Many students just “get what they need” at grocery stores with no budget or plan. By doing this, students are spending more than they would if they planned their meals. Failure to plan also means that these students will go to the fastest on-campus restaurant while failing to consider whether or not the restaurant would nourish their body. Over two-thirds of this same group of students raised their hands to signal that they wish they would eat healthier.
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Secondary Research A lack of proper nutrition can cause many adverse effects, especially if it continues for a prolonged period of time. The longer poor nutrition continues, the worse these effects can become. Some of these negative effects include1: - decreased energy and focus - weight gain - constipation - hemorrhoids - a decrease in proper blood clotting, which can make even minor cuts hard to heal - an increase in sickness and diseases, including diabetes and even tumors - high blood pressure - an increased risk of stroke - cardiovascular problems For proper nutrition, a daily diet for college-aged students should include2: - Fruit - 2 cups - Vegetables - 3 cups - Grains - 6-8 ounces - Protein - 6 ounces - Dairy - 3 cups A study done on 186 students during their freshman year at public universities showed that 23% of students gained about 4 pounds during their first semester. The transition period between high school and college causes this weight gain because of decreased physical activity and worsened eating habits3.
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Quantitative Research Results What is your gender?
64% of respondents are female, and the remaining 36% are male.
What is your year in school?
26% of respondents identify as first year students. 31% are second year students. 16% are third year students. 23% are fourth year students. The remaining 3% identify as “other.�
On average, how much money do you spend on food each week?
41 of the 118 participants spend $0-$25 on food each week. 47 respondents spend $26-$50 on food each week. 12 students spend $51-$75 on food each week. 11 participants spend more than $76 each week, and the remaining 7 students have no budget.
Ideally, how many fruits and vegetables do you want to consume per day?
98 of the 118 participants would like to consume 2-4 cups of fruits and vegetables each day.
On an average day, how much fruit do you consume?
89 of the 118 participants responded that they consume 0-1 cup of fruit each day.
On an average day, how many vegetables do you consume?
89 participants answered that they consume 0-1 cup of vegetables each day.
In order of importance, what are the determining factors for what you eat? 42% of respondents are motivated by time when deciding what to eat. 25% of participants are motivated by health. The remaining 32% are motivated by proximity or budget. 5
On average, how much money do you spend on food per week?
Ideally, how many fruits and vegetables do you want to consume per day?
On an average day, how much fruit do you consume?
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On an average day, how many vegetables do you consume?
How many times a week do you eat out?
When asked what the determining factors for what they eat are, most said time and convenience was the biggest factor. Proximity was also a significant factor. 7
For qualitative research, a focus group with nine participants and fifteen interception interviews were conducted.
The nine participants were all moderately healthy and active. Nearly all of them work out regularly, but still have a desire to eat healthier. Right now these students are not taking the steps they want to be taking in order to eat right. None of the students currently pack lunches to bring to campus and only a few did at the beginning of the semester. These students also do not plan their grocery shopping trips to a budget. They grab the same things each time. Some students said that they were discouraged from buying foods like fruits and vegetables because they go bad too quickly4.
In the interception interviews, many participants, especially males, noted that they know they are making poor eating choices but don’t care due to a “fast metabolism.” Upon being asked, “Would you consider your lunch today to be a healthy meal?” one student responded while laughing, “No. This is dog food.” We also asked students what on campus options they wish were available; many responded with names of their preferred fast food restaurants. Only a few students wished for cheaper, healthier on-campus options. With the interception interviews, it was found that students want to eat what is quick and what tastes good5.
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Qualitative Research: Interview with a Dietetics Major Kendra Knudsen is a dietetics major at BYU who gave her opinion and advice on BYU students and healthy eating6. Kendra felt that there is a wide range of BYU students who both eat healthy, and who do not, but for those who do not there are a variety of things they can do to be eating better. “I think the reason why a lot of students are unhealthy is because they aren’t getting enough vegetables into their day… It’s really easy to pack a bag of carrots, or peas, or whatever your favorite snack is and take that with you onto campus.” When asked what advice Kendra has for students shopping on a budget, she said the following: “Salads are a really good option. You can get a big bag of salad for cheap that will last you a lot of days. Just get a few of your favorite toppings and change it up every time you eat with foods like apples, mandarin oranges, and balsamic vinegar.” Kendra believes that there is not really an excuse for students to not be eating healthy. She says that with a little bit of planning, and a little bit of pre-packing, anybody can be eating right while attending BYU.
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Situation Analysis Students at Brigham Young University are not eating as healthy as they could be. Many students are failing to plan ahead and choose healthy options. Additionally, many students want to be healthier, but they do not see this as an attainable goal for themselves. Others simply do not know how to eat healthy. As a result, this is detrimental to their mind, body, and bank accounts. People who do not care about healthy eating will impede our success. Students think they are doing “good enough,” but the large number of our research students are not meeting their health goals by a wide margin. Other students are apathetic about their health because of their stage in life. They can’t see a physical change when they choose to eat unhealthily, so they do not believe that not eating properly will make an impact. What they fail to realize is that the habits they are forming now will carry with them throughout their lives, for good or for bad.
Core Problem/Opportunity Students aren’t eating healthy and are not being motivated to change their behaviors which may follow them beyond graduation and into adulthood.
Goal Motivate BYU students to develop lasting habits of eating right
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Objectives - Inform 75% of BYU students of the negative effects of poor eating within six weeks - Inform 75% of BYU students of healthy on-campus options and simple at home recipes within two months - Acquire 10,000 unique followers on our healthy-eating dedicated social media pages over a period of four months - Motivate 40% of BYU students to improve their eating habits within four months - Increase on campus sales of fruits and vegetables by 20% within four months
Big Idea
Anybody can eat healthy – even I can do it! Strategy: Motivate individuals to eat healthy by showing them how easy it can be. Message: No matter your circumstance, your lifestyle can still be healthy. “Even I can eat a banana. #evenicandoit” Tangible representation: Banana—it represents an easy, cheap and healthy option. Starting with one fruit a day can lead to a lasting habit of eating fruits and vegetables. “Even I can eat a banana. #evenicandoit” Slogan: Even I can do it. (#evenicandoit)
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Key Publics Key Public: Students on a meal plan Self-Interests Students in this key public are motivated by proximity. Because of their meal plan, they are limited to the food options on campus. They have a set amount of money to spend and want to get the best “bang for their buck.” Primary Message Healthy eating is possible—even if you have the limited options of a meal plan. Secondary Messages - With all of BYU’s vending machines and restaurants, there are over one hundred
on-campus locations with healthy choices. - Many meal plans allow you to spend money at vending machines—which have options such as apples, Greek yogurt, and carrot sticks. - The Cannon Center has a salad station where you can build your own salad or veggie-packed sandwich. Their other stations have healthy options too. Next time you’re there for breakfast, try some of the smoked salmon with quinoa or seasoned vegetables at The Euro Station. - Stuck over by the Wilk instead? There are options for you there too. Chick Fil A has healthy salads and the Grab & Go has all sorts of fruits and vegetables for you to choose from.
Strategies Motivate students on a meal plan through our website, Twitter, and Facebook to utilize the healthy options they are given on campus—and avoid those options low in nutrition. Tactics Website—the website will be used to show students what options are healthy and where on campus they can be found. Facebook—the Facebook page will motivate students to begin and continue healthy eating habits by offering information on how to incorporate new habits into their routine. Twitter—the Twitter page will give students reminders and updates about where healthy options can be found on campus. Infographic—the infographic will show students what options are healthy and what options are not. 12
Key Public: Students who are cost-conscious Self-Interests Students in this key public are motivated by money. They are more willing to spend time cooking or acquiring food if it means they have to spend less. While they may budget and plan for meals more than other students, they will most often choose the cheapest option for eating. Primary Message Healthy eating is more affordable than a less nutritious diet. Secondary Messages
- Eating healthy food keeps you full and focused longer. With high fiber foods like fruits and vegetables, you need to spend less to feel just as full. - Shopping at a grocery store—opposed to eating out—saves you money. Buying ingredients for meals is very cheap. A head of lettuce can cost less than a dollar, but it can help you build salads for many meals. - Even premade options at a grocery store are cheaper than at a restaurant or fast food joint. A single serving salad at Chick Fil A costs over seven dollars. A packaged salad at a grocery store—which may feed you for more than one meal—costs four. - Budgeting and meal planning can reduce food costs even more. Buying something like apples in bulk to use all month can save you money. - Did you know LoLo’s gives a 10% discount to students on Thursdays? If you plan meals around sales and discounts, food costs reduce even further!
Strategies Convince students who are cost conscious through our blog, Pinterest, Instagram, and media mentions that eating healthy will save them money. Tactics Blog—the blog will feature cheap, easy recipes to motive students to eat more fruits and vegetables. Pinterest—the Pinterest account will feature boards on easy recipes and cheap meal options to show students what’s possible. Instagram—the Instagram account will feature contests to gain participation and show pictures of cheap, healthy options around Provo. News Article—the media mentions will get students interested and invested in the campaign. Pairing them with The Universe gives prime exposure to students already looking for sales in the grocery inserts. 13
Key Public: Students who prioritize fast options for food Self-Interests Students in this key public are motivated by time. They may spend the majority of their day on campus or occupied by important tasks. They want food that they obtain and eat quickly, even if that food is slightly more expensive or not of their ideal health quality. Primary Message Time does not have to dictate what you eat, as there are fast healthy options everywhere. Secondary Messages
- If you’re on campus, there are over 90 vending machines, the majority of which have healthy options that are grab-and-go. Fruit and low-fat crackers are easy to eat in between classes or in the five minutes you have before work. - You do not have to spend time going somewhere off-campus for lunch if you want to eat healthy. Chick Fil A Salads and L & T wraps in the Cougar Eat have you covered. - Live and work somewhere off campus? There are fast options for healthy food near you. Guru’s can get you a veggie-filled stir-fry in minutes. Or you can grab a salad and a banana at Smiths in no time at all. - Only have time for snacks and quick meals? Something with whole grain, protein, and fiber can get you through. Take two minutes to make a peanut butter and banana sandwich in the morning and you’re all set for lunch.
Strategies Persuade students who prioritize fast options for food through visual channels (such as our poster, magnets, brochure, and YouTube video) to incorporate quick options for healthy eating into their busy schedules. Tactics
Poster—this visual element is easy to see for those students on a hurry and will introduce them to our big idea and hashtag. Magnet—the magnet is a mini version of the poster, but can be taken with the student who can look at it later at their convenience. Brochure—the brochure is a simple, visual element that will capture attention and is easy to read in a small amount of time or in quick bursts. The brochure can provide them with information about health and quick food options. Video—the video is visually enticing and can capture attention of even those students who are on their way to some other activity. The video shows quick food options for those students on a hurry. Booth (with banana suit people)—placing the booth in a high traffic area will catch the eyes of many students as they hurry through the Wilkinson Center to their next engagement. Even a moment of investment at the booth will generate familiarity with the campaign and provide those materials they
can take with them to consume for more information at their convenience.
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This would be posted on our social media platforms to more thoroughly inform students of our campaign and the benefits of healthy eating. This would motivate students to find new ways to have a healthier lifestyle.
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This infographic would be posted on all of our social media platforms (Facebook, Twitter, Instagram, Pinterest, our webpage) as well as across campus (in the Richards Building, the Wilkinson Center, the Tanner Building, in the Joseph Fielding Smith Building, the Harold B. Lee Library, and the Life Sciences Building). This would inform students of healthy eating to get them thinking about how they are doing in their own lives.
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Healthier BYU #evenicandoit
Effects of Poor Nutrition
A lack of proper nutrition can cause many adverse effects, especially if it continues over a long term (like the four year's you're going to college). The longer poor nutrition continues, the worse these effects can become. Some of these negative effects include:
decreased energy and focus weight gain constipation hemorrhoids a decrease in proper blood clotting, which can make even minor cuts hard to heal an increase in sickness and diseases, including diabetes and even tumors high blood pressure an increased risk of stroke cardiovascular problems
#evenicandoit
BYUSA @healthierBYU @healthierBYU
Instead of creating a brochure with 5 folds of health facts, we thought it would be a better use of time and space to give students quick and easy recipe ideas. The final page of the brochure includes negative health effects to get students thinking about the choices they are making. We want students to hold onto these and utilize the information. Want to eat healthier? You can! Healthy Snack Ideas Proper Nutrition A daily student diet should include:
Fruit - 2 cups Vegetables - 3 cups Grains - 6-8 ounces Protein - ~6 ounces Dairy - 3 cups
Easy Recipe— Cabbage Ramen Salad Great for an on-the-go lunch or a simple dinner, this salad combines nutritious vegetables with budget savvy ingredients like ramen. You can even use your favorite premade dressing to make the recipe even easier!
Apple
Banana
Carrots
Ingredients:
Peanut butter
1 1/2 cup cabbage, shredded
Granola bar
1 green onion, sliced
Greek yogurt
2 T carrots, shredded
Nuts
1/2 package ramen
Hardboiled egg
Dressing:
2 T vegetable oil
1 T apple cider vinegar
pinch of sugar
salt and pepper to taste
*add some nuts or edamame for protein, if desired Toss together salad ingredients. Mix together dressing and pour over salad. It’s that simple!
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There are lots of easy, cheap snack options for you! Most of these options are available in the BYU vending machines. Next time you need a study snack, try one of these options to help you stay full and focused:
BYUSA
@healthierBYU
This would be emailed to the editors at the BYU Universe news paper at the beginning of the semester. We would write and send a second one towards the end of the semester once the tactics have all been put in place and the effects of the campaign have been seen. This would notify students of the oncoming campaign so they are excited and prepared to participate. 18
All of the magnets, brochures and the posters have a QR code that leads straight to the Healthier BYU website! This website includes information about the campaign, health research, links to all social media outlets (YouTube, Facebook, Twitter, Instagram, and Pinterest), and a blog page with healthy recipes. 19
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Our Instagram page includes unique and captivating “foodie� pictures with a healthy twist. We want to show students that eating healthy tastes as good as it looks!
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The boards and pins on the Pinterest page include our infographic and some cool tips for college students. There are pins about shopping on a budget, eating healthy, and quick and easy recipes. The Pinterest page makes eating healthy accessible to any college student.
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The @healthierBYU is primarily used to tweet out links to recipes featured across our other wbsites. By using popular hashtags like “#BYU” and “#healthy” we are able to gain attention from a wider range of Twitter users.
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Healthier BYU is a Facebook page students can “like� to say up-todate on all things happening in the campaign. Posts include healthy recipes, available BYU resources, and our YouTube video for easy access and sharing abilities.
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#evenicandoit
@healthierbyu
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Posters that link students back to our social media platforms using a hashtag and QR code would be placed in the Wilkinson Center, the Richards Building, the Tanner Building, the Joseph Fielding Smith Building, the Harold B. Lee Library, and the Life Sciences Building. This will help students to connect more with the campaign and be able to access more information.
One or two people would be on campus in Brigham Square dressed in banana suits passing out brochures and magnets with information about healthy eating. This would be a fun and memorable way to engage students in the campaign. Ocassionally, bananas would also be handed out to students passing by.
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A Wilkinson Center booth will be reserved for the use of introduing our campaign to students beginning the first day of the semester. Students passing by will be offered magnets with our QR code as well as brochures. The booth will also feature our poster and infographic. To make this experience memorable, an occassional volunteer will be dressed in a banana suit to hand out bananas.
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Calendar & Budget
Our campaign will run throughout the entire Winter semester of 2016. With a consistent and constant implementation of tactics, we are bound to reach a vast majority of students on campus. With our physical and virtual campaign tactics, we can motivate BYU students to act on a healthier lifestyle.
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Evaluation Criteria & Tools Inform 75% of BYU students of the negative effects of poor eating within six weeks. We will measure this by calculating the number of students we approach and inform on campus, calculate the number of followers we have on each of our social media accounts. We will also obtain the number of students who read the Universe from the Universe staff and add those students to our above calculation. We will then turn this into a percentage against the undergraduate BYU student population. If we cannot obtain the number from the Universe, i.e. not provided or not known, we will take a random sample of BYU students to provide ourselves with a number for the students who are reading the articles published about poor eating habits.
Inform 75% of BYU students of healthy on-campus options and simple at home recipes within two months. We will measure this by calculating the number of followers on our Pinterest page, where healthy easy recipes will be posted, as well as our page views on our blog. If the blog and Pinterest are successful, we will look into creating an official BYU healthy recipe blogs for students, as well as a BYU endorsed and promoted Pinterest account for these recipes.
Acquire 10,000 unique followers on healthy-eating dedicated social media pages over a period of four months We will measure this by adding together the total number of followers we have on the Healthier BYU Pinterest, Instagram, Facebook, and Twitter accounts. If these pages are successful, as determined by the following and support of BYU students, we will approach BYU about partnering and supporting these pages.
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Motivate 40% of BYU students to improve their eating habits within four months. To calculate this, we will first use previously-calculated numbers such as the number of social media followers and contact each of those individuals to see if they have been motivated in any small way to eat healthier. This can best be done through a survey posted on the social media sites. This same survey will also be run in the Universe after one of the monthly articles, encouraging readers to tell us if they have made any improvements towards healthier eating. Another way this will be done is through interception interviews on campus in the different places where food is sold. If we successfully motivate the 40% we desire, we can continue the campaign through a monthly focus of one thing you can do each day or week to become healthier, thus continuing to motivate the campus as a whole to eat healthier.
Increase on campus sales of fruits and vegetables by 20% within four months. To measure this, we will contact BYU food services, to get access to the sales of the foods stocked in vending machines on campus, as well as sold at the CougarEat. After the four month period, we will request for this information again to evaluate if the sales have increased by our desired 20%.
@healthierbyu
#evenicandoit 30
Appendix 1 Robbins, C. Side Effects of an Improper Diet. Retrieved from http://healthyeating.sfgate.com/side-effects-improper-diet-1332.html Side Effects of an Improper Diet by Carolyn Robbins, Demand Media Americans consume tons of sugar, fat and processed food every year. The rate of overweight and obesity among adults and children has skyrocketed over the past few decades. Unfortunately, the consequences of an improper diet are much more extensive than simply being fat. A diet lacking essential vitamins, minerals and other nutrients can cause malnutrition, fatigue and a host of physical and psychological ailments. If you’ve gotten in the habit of eating junk food, talk with your physician about devising a diet plan that will incorporate all the nutrients you need for a healthy life. Size The most obvious manifestation of poor diet is your waistline and clothing size. The human body handles food energy very efficiently. Whatever calories are not spent in exercise or maintaining physiologic functions are stored in the form of adipose tissue or fat. A person who eats less than they spend becomes too thin, even emaciated, while someone who eats more than they burn becomes overweight. According to the Centers for Disease Control and Prevention, over one-third of American adults are overweight or obese. Malnutrition Ironically, an individual who is consuming thousands of calories per day may not get the nutrition he needs for good health. If your diet consists of fast food take-out, you miss the essential vitamins and minerals found in fresh fruits and vegetables. The consequences are serious. For instance, a vitamin A deficiency can cause blindness, while a vitamin C deficiency is responsible for a condition called scurvy, which results in dental problems. Fatigue Not all food fuels are created equal. For instance, the body burns through refined sugars very quickly which causes a condition called hypoglycemia. A sugar high and the consequent crash leaves you feeling worn out, light-headed and a little queasy. Anemia, or iron deficiency, is another reason people with a poor diet often feel tired and lethargic. Long Term The long term consequences of an improper diet are too numerous to name. A few of the more serious physical side effects of an improper diet include heart disease, cancer, sleep apnea, diabetes, stroke, infertility and osteoarthritis. Additionally, poor diet and the resulting illness takes a toll on social relationships and self-esteem. Considerations Unfortunately, many popular diets that are supposed to improve your health by helping you lose weight can be extremely detrimental to your health. Avoid any diet plan that requires you to restrict calorie intake excessively or eliminates one or more food groups.
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2 MyPlate Dietary Guidelines. (n.d.). Retrieved from http://www.foodpyramid.com/my plate/
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3 Moncur, M. & Wengreen, H. (2009). Change in diet, physical activity, and body weight among young-adults during the transition from high school to college. Retrieved fromhttp://www.ncbi.nlm.nih.gov/pmc/articles/ PMC2720988/ Background The freshmen year of college is likely a critical period for risk of weight gain among young-adults. Methods A longitudinal observational study was conducted to examine changes in weight, dietary intake, and other health-related behaviors among first-year college students (n = 186) attending a public University in the western United States. Weight was measured at the beginning and end of fall semester (August – December 2005). Participants completed surveys about dietary intake, physical activity and other health-related behaviors during the last six months of high school (January – June 2005) in August 2005 and during their first semester of college (August – December 2005) in December 2005. Results 159 students (n = 102 women, 57 men) completed both assessments. The average BMI at the baseline assessment was 23.0 (standard deviation (SD) 3.8). Although the average amount of weight gained during the 15-week study was modest (1.5 kg), 23% of participants gained ≥ 5% of their baseline body weight. Average weight gain among those who gained ≥ 5% of baseline body weight was 4.5 kg. Those who gained ≥ 5% of body weight reported less physical activity during college than high school, were more likely to eat breakfast, and slept more than were those who did not gain ≥ 5% of body weight. Conclusion Almost one quarter of students gained a significant amount of weight during their first semester of college. This research provides further support for the implementation of education or other strategies aimed at helping youngadults entering college to achieve or maintain a healthy body weight.
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Primary Research Participants 4 Focus Group: Isaac Alvarado Cynthia Chan Braden Clark Brooke Davis Matthew Kinas Adam Ostergar Alice Owen Kaitlin Reed Mary Seamons 5 Interception Interviews: Shanon Cockran Gabrielle Eliis Ben Ferry Kenneth Gneiting Reed Gubernick Endia Hill Kalm Laurence Grant Myres Rebecca Nielsen Marcus Price Cameron Roberts Becca Smith Rozalyn Smith Adrienne Whitlock Connor Whitlock 6 One-on-One Interview: Kendra Knudsen
*Attached is a flash drive with video files of the interviews we conducted: focus group, interception interviews, and one-on-one interview. Our YouTube video is also included.
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