Bateman PowerUp 2012 by Dodge College

Power Up! Healthy Bodies, Hopeful Futures

in association with

2012 Bateman Case Study Competition Chapman University team Allegra Batista, Becky Ogden, Jessica Phelps, Justin Staton and Kendall Valenstein Faculty Advisers: Janell Shearer, APR, and Veston Rowe Professional Adviser: Chris Trela

Introduction! Power, power, power it up! Power that healthy spirit up! Keep, keep, keep it up! Keep that healthy spirit up! “Power Up!” That became the mantra and the rallying cry of the Chapman University 2012 Bateman Case Study Campaign. Our Power Up! team set out to educate, inspire and motivate children and their families to lead healthy lives. Because childhood obesity negatively impacts the futures of children through medical and psychological complications, we designed a program to help them understand and embrace healthy habits. Our research showed that to effectively motivate and inspire children we needed to employ strategies and tactics that would build on internal motivation. Through a series of interactive and individual activities, we offered information aimed at the appropriate age level; we provided inspiration by bringing in experts and role models in various professions and sports; we used repetition to reinforce our key messages and, most of all, we kept it fun—to keep the children active and engaged! The Power Up! campaign targeted children through their communities and culminated in a five-day program at a local club of the Boys and Girls Clubs of America, a United Way organization. Although our campaign lasted only a month, our message was designed to last a lifetime.

Educate!

Insp

ire!

! Motivate

Situation Analysis! A Look at Childhood Obesity in Orange County, California Our nation’s children face a health crisis. According to Children’s Hospital of Orange County (CHOC) pediatrician, Dr. Jacqueline Winkelmann, and doctors across the country, this generation may be the first to have a shorter average lifespan than their parents. One in three American children is considered to be severely overweight or obese and, according to a study conducted by UCLA, more than 33 percent of all Orange County children are severely overweight or obese. Aside from leading to health issues like type 2 diabetes and heart disease, obese children have a 75 percent chance of becoming obese adults. Obesity impacts the community financially, costing Orange County around $4 billion a year, according to a 2009 study by the state of California. Despite the prevalence of this epidemic, hope exists for the future because childhood obesity can be prevented. While physiological and psychological factors contribute to childhood obesity, a sedentary lifestyle and poor diet are the most prevalent causes. Both of these can be addressed through health programming and education. More difficult to address is a child’s home life, but with strategic communication and outreach initiatives, strides can be made in educating parents and families well. If we hope to make an impact on childhood obesity, we must first look to methods of prevention. It is important to reach children when they are young enough to adopt habits that will build a healthy life and old enough to retain and understand the messages health educators present. Children are also much more receptive to messages that are age-appropriate, repeated and reinforced with awards and recognition. Many children and their families are uninformed about the factors that go into developing a healthy lifestyle. Low-income families with fewer English-speaking adults have extremely limited access to health education and exercise programs. This particularly impacts the Hispanic and Asian populations that make up 33.7 percent and 17.9 percent of the Orange County population respectively, according to the 2010 census. Some families are unaware of what a balanced diet looks like, how to eat or cook healthy alternatives, what constitutes being overweight or obese, and what kind of health complications may occur for obese children down the road.

Based on our research, we felt we could implement an effective, low-cost, childhood obesity prevention program with the support of some of Orange County’s most influential organizations. We looked for partners who could bring their expertise to our efforts and to whom we could offer our creativity, energy and enthusiasm. Approximately 30 programs and organizations in Orange County are dedicated to providing health education and childhood obesity prevention services, but many of these programs, which depend on grants and state funding, are struggling and, therefore, are reaching fewer children and their families. The economic recession also has affected donations, further impacting these non-profits. This presents an opportunity for a low-cost volunteer program such as Power Up! to step in and make a difference.

Secondary Research! We examined more than 60 articles, reports and studies related to childhood obesity on national and local levels, and were able to identify obvious challenges, overcome obstacles, and outline our program goals. We conducted research in three phases allowing us to develop strategies and tactics based on what we found.

Phase 1: Understand the challenge Research United Way and the childhood obesity epidemic

We found: • United Way focuses on education, income and health • United Way organizations are volunteer-based and partner with schools, volunteer groups, government agencies, businesses, and other organizations to gain funding and support

On a national level, we found: • The U.S. Surgeon General has declared that obesity has reached an epidemic proportion in this country as 12.5 million children between the ages of 2 to19 are classified as obese • According to an Orange County Register article, children from low-income families are at a higher risk for childhood obesity because they do not have access to healthy food • According to the archives of Pediatrics and Adolescent Medicine, lack of exercise and poor eating habits are traits children learn from their parents

STRENGTHS

WEAKNESSES

•Children are still impressionable and willing to learn

•Lack of a collaborative approach to health in community

•A variety of healthy food options exist

•Nutrition and exercise education programs are underfunded

•Childhood obesity is a recognized concern

•Sedentary nature of today’s children

•Parents, educators and communities dedicated to their children’s futures •There are many choices for daily activity

OPPORTUNITIES

•Difficulty in motivating change in lifestyle habits, especially those of the family •Language barriers

THREATS

•Collaborative community approach to community issues

•Reduced funding and resources in schools and after school programs

•Utilize existing programs and knowledgeable professionals and individuals

•Limited exercies facilities available to low-income families

•Increase knowledge and awareness of healthy lifestyles •Reach out to a wider group of people with social media

•Abundance of unhealthy junk food, fast food, etc. •High childhood and adult obesity rates already exist

•Inspire lasting change

Phase 2: Establish local situation Research childhood obesity in Orange County

We researched local publications and studies and identified these key findings: • According to a UCLA study, the obesity rate in Orange County is 33 percent, which is lower than the state average of 38 percent but still above the national average of 17 percent • According to the Orange County Children’s Partnership’s (OCCP) 17th Annual Report on the Conditions of Children in Orange County (2009), children between the ages of 5 to 11 are at the highest risk for childhood obesity. Asian and Hispanic children in that age range are at a higher risk compared to Caucasian children • Orange County has a 12 percent poverty rate; 19 percent of Latinos and 12 percent of Asians and Pacific Islanders live below the federal poverty line in Orange County • In Orange County, 20.6 percent of low-income children ages 5 to 19 are obese • The Orange Unified School District has adopted the USDA MyPlate curriculum

We analyzed the California Healthy Kids Survey conducted at the Orange Unified School District. The sample includes 1,484 fifth graders. We found these key insights: • Only 39 percent of the sample exercise six or seven days per week • About 27 percent watch less than one hour of television per day • In regard to body image, 64 percent of fifth graders think they are “about right” and 48 percent of the students reported that they are doing something to lose weight

Phase 3: Understand potential partners Research health-related programs and organizations in Orange County

We identified and researched more than 20 local organizations, programs, and businesses dedicated to the prevention of childhood obesity. We ultimately partnered with the following organizations: • Boys and Girls Clubs of Garden Grove, a United Way organization • Children’s Hospital of Orange County (CHOC) • Cambridge Elementary School • Chapman University Athletics Department • American Heart Association • Garden Grove Fire Department and Garden Grove Police Department • California State University, Fullerton ROTC

Primary Research! To learn more about childhood obesity we interviewed health professionals. An interview with Carol Wiegmann, physical education teacher for the Los Angeles Unified School District, provided us with these insights: • It is easier to get third and fourth graders excited about health education than an older audience • The best way to motivate children is to actively engage them with physical movement when presenting information We interviewed CHOC pediatrician, Dr. Jacqueline Winkelmann, who supported Wiegmann’s opinions with the following insights: • Children ages 9 and 10 are old enough to understand and retain health and fitness information • Fourth and fifth graders are reaching an age when obesity becomes a major issue We conducted one-on-one interviews with elementary school children in the city of Orange, Calif. We learned: • Most children buy or receive free lunches at school but throw away the healthy foods • Children often share unhealthy snacks with friends • Many children often eat at fast food restaurants We conducted a test program with 29 fourth grade students at Cambridge Elementary School in Orange, Calif. We learned that: • This age group has a short attention span; integrating fun and engaging activities can help hold their attention • We need to maintain a high energy level in our program to sustain children’s focus • When asked if they are healthy, children are hesitant or unsure how to answer • While some children can name basic food groups, many do not understand the USDA MyPlate concept

Key Publics! As a result of our research, we designed a program to inspire healthy habits among elementary school students (ages 8-10) in Orange County. We then determined two important secondary audiences: low-income families and educators in Orange County.

Primary Audience

Elementary School Students in Orange County, Ages 8-10 Elementary school children are primarily concerned with having fun. They prefer to play rather than participate in structured exercise. In the mind of a child, “healthy” food is often considered undesirable. Additionally, many are picky eaters not inclined to try new foods. As Chef Steven Hamada of Sapphire Laguna restaurant said, “You have to train your tastebuds.” This public is old enough to retain information, but young enough to pick up new habits. Elementary school children seek praise from adults and want to be accepted by peers. Their habits are formed based on the influence and observation of parents, educators, older siblings, peers, and other role models. The ethnic composition of this public is diverse. • Ways to best reach this public: ◊ Design a school-based program ◊ Focus on “fun” ◊ Utilize role models as influencers

Secondary Audiences Low-Income Families in Orange County According to the Centers for Disease Control (CDC), low-income families are most affected by obesity. In 2009, the Public Policy Institute of California reported that Hispanic families have higher poverty rates than other racial groups. In addition, 19 percent of Hispanics and 12 percent of Asians and Pacific Islanders live below the federal poverty line in Orange County. With a limited food and activity budget, these groups have access to fewer healthy options in regard to nutrition and exercise. It is important that the entire family, and not just the individual, adopt healthy habits to ensure lasting change. • Ways to best reach this public: ◊ Provide children with take-home literature ◊ Encourage conversation between children and parents

Educators in Orange County This public includes teachers, physical educators, school administrators, pediatricians, nutritionists, and other community organizations that are concerned with children’s health and nutrition in Orange County. This public has great influence in shaping the lives of children. • Ways to best reach this public: ◊ Provide opportunities to see this program in action ◊ Provide additional information via online and traditional media

Theme! Power Up! speaks directly to elementary school children at a key stage in the development of their bodies and minds. While children are subject to what their families cook and can afford, we want to empower them to make healthy decisions about their nutrition and physical activity on their own. Power Up! challenges children, through interactive education, to build a foundation for establishing healthy habits early in childhood development.

Messages! Primary Message: To children: You have the power to live a healthy lifestyle based on your decisions to eat nutritious foods and exercise daily. To secondary audiences: Despite their age and external factors, children have the power to make their own decisions about healthy eating and daily exercise.

Secondary Messages: To children: • You should be active • Being healthy is fun and easy • The healthier you are now, the healthier you will be when you are older • You can have fun with your whole family by being active together • Many jobs require you to be healthy and it is important to develop healthy habits early • You can be healthy simply by altering your behavior

To secondary audiences: • Childhood obesity is a growing problem throughout the United States and can be attributed, in part, to poor eating habits established early in childhood • Those who develop healthy eating and exercising habits during childhood are more likely to be healthy throughout their lives. The healthier you are now, the healthier you will be when you are older • When children understand how to be healthy, they are empowered to take responsibility for their futures • An exciting five-day program for children can begin a dialogue between children and their parents, which can initiate change in the whole family’s health

Challenges! With the childhood obesity epidemic profoundly impacting local communities, we found many potential partners were enthusiastic about working with us; however, we faced several logistical challenges that made it difficult for us to determine how we would format such a program. Our first thought was to partner with an existing organization that shared our cause, but we encountered the challenge of finding a partner with a successful program that met our needs. We talked with PE4ME, a program that promotes physical education in local schools, but it had not been funded to continue into 2012. Ultimately we decided to create our own program, Power Up! and include community partners. We reached out to elementary schools to find a site to deliver our program, but teachers were resistant to giving up class time five days in a row. We then decided to approach after-school programs. In discussion with the YMCA, we learned that we could not implement Power Up! unless everyone who came in as part of the program was fingerprinted, which would be time and cost prohibitive. We ultimately decided to work with the United Way-sponsored Boys and Girls Clubs of Garden Grove because of their need and enthusiasm for our program. Another challenge we faced was the large number of holidays and minimum days during the implementation timeline that made scheduling difficult, so we started our week of activities on a Wednesday and ended the following Tuesday. We also faced language barriers in the Garden Grove community. Many of the parents speak only Spanish or Vietnamese, and so we translated all of our promotional materials into those languages.

Power Up! Program Review We developed a five-day program that focused on a different aspect of living a healthy life each day. Key messages were communicated orally and visually, through interactive learning and fun exercises. Retention of key messages was reinforced with the repetition of the Power Up! promise and cheer, daily journal writing, assessment quizzes, giveaways, and a completion certificate. The program was tested for its effectiveness, versatility, and engagement during a one-day trial at Cambridge Elementary School in a third grade class of 29 students. Using the results from our test program, we made small but necessary modifications to Power Up! before implementing it with 54 children at the Morningside Elementary School site of the Boys and Girls Clubs of Garden Grove after-school program.

Power Week! Day 1: Power Up! Power Up! kicks off with a Power Up! cheer, an interactive presentation about the new MyPlate guidelines from CHOC pediatrician, Dr. Jacqueline Winkelmann, fun games, and educational activities. The day ends with the children signing a pledge to live healthier lives. Day 2: Power Play! In cooperation with the American Heart Association and its Jump Rope for Heart program, Power Play promotes healthy hearts and bodies through play. The Chapman University mascot, Pete the Panther, also makes a special appearance. Day 3: Power Fuel! A visit from Sapphire Laguna chef, Steven Hamada, stirs this day of recipe sharing, cooking demonstrations, and healthy food sampling. Children learn how to cook safely and prepare healthier alternatives to their current diets. Day 4: Peer Power! Peer Power day makes children think about their futures with the help of some of Orange County’s most inspiring community members who demonstrate the importance of good health in their daily lives, including firefighters, police officers, and ROTC cadets. Day 5: Power On! Children meet Chapman University athletes to learn the importance of physical fitness, play exciting games, and learn drills for sports they did not know about, such as lacrosse. The week ends with the awarding of a Power Week Certificate of Completion.

Goal and Objectives! Goal: Educate and empower elementary school children and families in Orange County about the importance of healthy eating and exercising. • Objective: Reach 50 children with age-appropriate health and exercise information by Feb. 29, 2012 • Objective: Identify five community partners to join in implementation of the program • Objective: Achieve at least 250 connections through various social media outlets by Feb. 29, 2012 • Objective: Secure coverage in local media • Objective: Inspire 50 children to make a promise to live a healthy lifestyle by Feb. 29, 2012

Strategies and Tactics! Strategy: Use repetition and self-reporting to ensure retention of the material and inspire adoption of lifelong healthy habits Tactics: • Implement a five-day program called Power Week to create opportunities for repetition of key messages • Use the new USDA MyPlate as the foundation of our health education program and refer back to it each day • Plan daily activities to reinforce key messages including playing a MyPlate food groups game, jumping rope, cooking and sampling healthy foods, and interacting with guests including athletes, soldiers, firefighters and police officers • Distribute a Power Up! Food and Activity Journal to each child at the beginning of the week and ask them to record something they ate, what they did for exercise, and what they learned from Power Up! every day • Quiz the students each day to reinforce health education and to gauge the retention of the material • Ask children to sign the Power Up! Promise the first day of the program and repeat the pledge daily to develop commitment to building lifelong healthy habits • Repeat the Power Up! cheer at the beginning and end of each day’s activities to keep children excited about the program Strategy: Invite influentials to deliver key messages Tactics: • Inspire the children through the presence of Power Up! team members as role models who run the daily activities and connect with the children individually • Partner with CHOC pediatrician, Dr. Jacqueline Winkelmann, to deliver health and MyPlate education • Partner with the Orange County chapter of American Heart Association to present information about the effects of poor health on the heart and to get children moving with its Jump Rope for Heart program • Create excitement with the presence of the Chapman University mascot, Pete the Panther • Partner with local restaurant, Sapphire Laguna, whose Chef Steven Hamada regularly instructs children in safe and healthy cooking practices to generate curiosity about trying new, healthier options • Collaborate with Garden Grove firefighters and police officers, and California State University, Fullerton ROTC cadets to teach children the importance of physical fitness and overall health in certain professions and inspire them to set goals for themselves • Get the children moving as Chapman University athletes teach them about their sports and how to stay healthy, and play games with the children Strategy: Reach out to parents through online platforms, collateral materials and media relations Tactics: • Develop a blog with healthy tips, local health news and activities, recaps of each day of Power Week, and photos and videos from both our test and implementation sites • Create Facebook and Twitter pages to build a greater awareness of Power Up! and childhood obesity in Orange County • Create a YouTube channel to place our six videos from each day of Power Week with the Boys and Girls Clubs of Garden Grove and our test event at Cambridge Elementary School • Implement a comprehensive media relations campaign targeting local mommy bloggers, Chapman University publications, and local media • Distribute giveaways that the children would take home, such as recipes, stickers, jump ropes, and food and activity journals to help them start conversations with their parents about being healthy • Provide informational fliers in English, Spanish, and Vietnamese to ensure maximum awareness of the program and to break down language barriers

Strategy: Test and track program components to determine the effectiveness of Power Up! activities and messages. Tactics: • Perform a one-day test event at Cambridge Elementary School in Orange, Calif., in a third grade class of 29 children to test the age-appropriateness of key messages and the children’s response to planned activities • Issue a written quiz halfway through Power Week to determine retention of the key messages • Use daily oral quizzes to ensure maximum participation and evaluate what the children learned each day • Provide Food and Activity Journals to record the children’s feedback in their own words • Interview several children, the teacher of our test classroom, the leaders of the Boys and Girls Clubs program, and daily guests to determine their satisfaction with Power Up!

Evaluation! Objective: Reach 50 children with age-appropriate health and exercise information by Feb. 29, 2012 Outcome: Exceeded • We reached 83 children between Cambridge Elementary School and the Boys and Girls Clubs of Garden Grove • We taught the MyPlate curriculum at both sites • At both sites, the participants learned the importance of exercising at least one hour a day and eating healthy foods, and were provided the tools to start a dialogue with their families Objective: Identify five community partners to join in implementation of the program Outcome: Exceeded We partnered with nine organizations, including: • Boys and Girls Clubs of Garden Grove, a United Way organization • Cambridge Elementary School • Children’s Hospital of Orange County • Sapphire Laguna Restaurant • American Heart Association • Garden Grove Police Department • California State University Fullerton Army ROTC Battalion • Chapman University Athletics Department • Garden Grove Fire Department Objective: Achieve at least 250 connections though various social media outlets by Feb. 29, 2012 Outcome: Exceeded • We used Facebook, Twitter and a Wordpress blog to reach parents and community members. We also posted videos of each day at the Boys and Girls Clubs of Garden Grove on our YouTube account. Our results are as follows: • We garnered 200 likes on Facebook in the month of February. According to Facebook insights, our page reached 3,266 impressions

• We reached 141 Twitter followers in the month of February. We followed 376 accounts and tweeted 38 times. The “OC Moms” section of the Orange County Register tweeted at our account and reached its 13,943 followers • Our Power Up! Blog reached 456 views in February. We posted 18 times during the month and had a post summarizing each day of Power Week. We also included tabs for health tips and local events • Our YouTube channel received 330 views The Boys and Girls Clubs of Garden Grove posted about our program reaching its 619 followers. The Chapman University Facebook page also posted reaching 8189 people. The OC Moms page, which has 3236 followers, also posted about our program and linked it to the OC Register Power Up! article. Objective: Secure coverage in local media Outcome: Succeeded Power Up! was included in the lifestyle section of the Orange County Register on Feb. 28. The Register has a circulation of 250,724. In addition to this article, which highlighted our campaign and implementation, we received coverage from the following news outlets: • Local news program Chapman News, which has a viewership of approximately120,000 people • Chapman’s student newspaper, The Panther, which has a readership of approximately 6,000 people • Chapman University blog, Chapman Happenings, with an approximate readership of 7,000 • Orange County blog, OC Mom Magazine, which has approximately 50,000 monthly page views Objective: Inspire 50 children to make a promise to live a healthy lifestyle by Feb. 29, 2012 Outcome: Exceeded All 83 children who participated signed their names to the Power Up! Promise we provided. The children also pledged in their journals to continue using the healthy tips and information we gave them during the week.

Conclusion! Power Up! communicated key health messages to children, families, and educators through an integrated campaign that reinforced the connection between being healthy and having fun, while promoting the adoption of lifelong healthy habits. Parents repeatedly told us they were inspired by the enthusiasm of their children to make changes in their family’s lifestyle, teachers pledged to continue certain Power Week activities year round, and children in other grades wanted to know when they would get the chance to experience Power Up! Power Up! reached 83 third and fourth grade children both at school and in after-school programs. Power Week introduced them to a full range of health-related topics including balanced nutrition, heart health, the importance of physical activity, and healthy cooking practices. Our efforts were rewarded with overwhelming community support on our online platforms, proven retention of the health education presented during Power Week, 54 handmade thank you notes, and the smiles and hugs of the children as we prepared to leave them on the final day. Long-lasting change is impossible to measure given the time frame, but based on feedback from our community partners, praise from the Boys and Girls Clubs of Garden Grove, and excitement from the children, it is clear that the program was effective in creating excitement about health and inspiring the adoption of lifechanging healthy habits. The Power Up! campaign is extremely versatile and can be replicated with children of any age, in a wide range of settings, and in any time frame. This program has the potential to reach every child and community on a national level and will give each child the opportunity to power up every day, in every way!

Power, power, power it up! Power that healthy spirit up! Keep, keep, keep it up! Keep that healthy spirit up!

Appendix

Table of Contents! Team Bios.........................................................................................................13 Budget..............................................................................................................14 Research ..........................................................................................................15 Campaign Timeline.........................................................................................22 Key Publics ......................................................................................................24 Theme and Message.........................................................................................26 Logo Evolution................................................................................................27 Power Up!........................................................................................................28 Print Materials................................................................................................30 Multimedia......................................................................................................31 Social Media....................................................................................................32 Media Coverage..............................................................................................37 Thank Yous .....................................................................................................41 Bibliography....................................................................................................42

Team Bios! As a public relations student, I initially applied to be a part of Chapman University’s 2012 Bateman team out of a desire to gain the ultimate learning experience: planning and implementing a PR campaign. What I really gained was an inspirational reminder to make the lessons of Power Up! a part of my life. As someone who has always struggled to make healthy choices, particularly concerning physical activity, this campaign gave me the opportunity to not only make a difference in the lives of the children we worked with, but also in my own life. I am confident that, in the face of the childhood obesity epidemic, a program like Power Up! can change the future for this generation. Kendall Valenstein While my family always stressed a healthy lifestyle, physical fitness and nutrition was never a focus at my school when I was growing up. We had physical education lessons at sporadic times each month and often our P.E. teacher would be the same as our regular teacher. It is not a surprise to me that childhood obesity has only increased since then. Situations in some schools are worse than those I grew up with and some children aren’t as lucky as I was to have parents to guide them on a healthy path. I took on this challenge to try and change this. Being a part of the Power Up! campaign has been an amazing and fulfilling experience. Though we were only capable of reaching children in our local area, I know we started a change in them that will spread further than Orange County. Justin Staton My experiences as a former member of a competitive jump rope team piqued my interest in this year’s Bateman Competition. As a teenager, I hosted after-school jump rope classes and represented the American Heart Association’s Jump Rope for Heart program in local elementary schools. In working with children in the greater Seattle area, I recognized the vast prevalence of childhood obesity in the community and the potential effects the epidemic could have on society. My hope was that our campaign could encourage healthy habits in Orange County and instill lasting change in the community.

Becky Ogden

Growing up with a mother, who was a PE teacher, exercise and nutrition were always stressed. While a healthy lifestyle was constantly imposed upon me, I never truly realized the problem of childhood obesity until I began working as a camp counselor and director at the YMCA. Throughout my four years working with children I saw the effects of childhood obesity both physically and emotionally in addition to the lack of education available to children regarding their health and nutrition. This year’s Bateman Competition not only provided the platform to further develop my PR skills, but to address an important issue and make a difference in the lives of everyone involved in our program, Power Up! Allegra Batista I have always been actively involved with working with children through Girl Scouts mentor programs, babysitting and readership programs, so I was passionate about this year’s Bateman 2012 Competition, focused on combating childhood obesity. Childhood obesity is a very sad but very preventable issue. Power Up! really showed me what a difference role models and education can make in children’s lives. I can only hope that the children, whose lives we were able to touch through Power Up!, can continue those healthy practices into their adult lives. In my future, I hope to work in children’s media and entertainment in creative development, programming and writing and I think that it is very important to incorporate education, including health education, into children’s entertainment. Jessica Phelps

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Research! Phase 1: Understand the challenge Research United Way and the childhood obesity epidemic

Our first step with this campaign was to understand United Way and what it represents. We researched both United Way Worldwide and Orange County United Way to find more about the organization and where our campaign would fit. From our research we found that “United Way envisions a world where all individuals and families achieve their human potential through education, income stability and healthy lives.” A United Way organization works to better the community, it serves in regard to these three overarching needs. All organizations are volunteer-based, partnering with schools, volunteer groups, government agencies, businesses, and faith organizations to gain funding and support. We knew that our program had to embody these same elements and this guided us through our process. In 2008, United Way initiated a 10-year program designed to achieve the following goals by 2018: a. Education: “Improve education, and cut the number of high school dropouts – 1.2 million students, every year – in half.” b. Income: “Help people achieve financial stability, and get 1.9 million working families – half the number of lower-income families who are financially unstable – on the road to economic independence.” c. Health: “Promote healthy lives, and increase by one-third the number of youth and adults who are healthy and avoid risky behaviors.” Orange County United Way follows the same principles as United Way Worldwide with its mission stating, “We invest in Orange County children, families, and individuals by mobilizing our community to meet their most basic human needs - food, shelter and medical care - while creating pathways to self-sufficient futures through education and training.” As part of its dedication to health, Orange County United Way: • Invested $620,000 into 10 Food Programs providing hope and help to 165,498 people • Invested $1,195,000 into 21 Medical Care Programs providing hope and help to 33,122 people • Invested $1,185,000 into 21 Shelter/Housing Programs providing hope and help to 6,362 people In addition, more than 2,400 people participated in WALK UNITED at Angel Stadium on June 25, 2011. After we researched the client we knew we had to gain substantial knowledge about childhood obesity before we could develop any type of program. We found: • The definition of childhood obesity as “having a weight at least 10 percent higher than what is recommended for the height and blood type” • Obesity most commonly begins in childhood between ages 5 and 6 and during adolescence • Studies show that a child who is obese between the ages of 10 and 13 has an 80 percent chance of being obese the rest of their lives • In America, one-third of children are considered overweight • Low-income children, ages 4 to 5, are at a higher risk, as one-seventh of low-income preschool children are obese Causes of Childhood Obesity according to Children’s Hospital of Orange County (CHOC): • Poor eating habits • Lack of physical activity • Genetics (family history of obesity)

• Socio-demographics - Low income families • Less food security • Unsafe place to exercise • Less access to healthy food - Racial disparities • Higher chance for Mexican-American boys and African American girls •

• Overeating or binging • Stressful life events or changes - Low income families • Separations / divorce • Moving • Deaths • Abuse • Family and peer problems • Low self-esteem • Depression and emotional problems • Medications - Steroids - Some psychiatric medications • Can sometimes be caused by medical disorders (not very common) - Endocrine problems - Neurological problems A study published in Archives of Pediatrics and Adolescent Medicine found that children 2 years and up hold dietary preferences based on their parents’ dietary choices. In the study, they made a mock grocery store and had the kids (ages 2-6) shop. About 71 percent purchased unhealthy foods (chips, candy, soda) while 11 percent purchased healthy foods. According to the study, the reasons why kids learn poor options are because the family: • Eats snacks while watching TV • Uses food as bribery - “Behave well and I will give you a treat” • Uses food as recreation -“I’m bored. Let’s go get some ice cream.” • Has unhealthy food snacks such as chips, candy, soft drinks, or crackers in plain sight

Phase 2: Establish local situation Research childhood obesity in Orange County Research childhood obesity in Orange County Researching childhood obesity in Orange County gave us perspective on the task at hand. According to the Orange County Register, the obesity rate in Orange County dropped 3 percent from 2005 to 2010 and now sits at 33 percent. This is lower than the statewide average of 38 percent. The highest rate in California is Imperial County, which has an obesity rate of 47 percent.

Childhood Obesity in California: - 38 percent of children in California were obese or overweight last year • 1.1 percent decline from five years earlier • Rates in Los Angeles dropped by 2.5 percent to 42 percent last year • California spends more than $21 billion in public and private funds on healthcare due to obesity Steps taken by the state: • Requiring nutrition labeling on restaurant menus • Banning soda and junk food from public schools • Analyzing physical fitness testing of 5th, 7th and 9th grade students • Creating Childhood Obesity Awareness Month in September • Applying for and receiving a $10 million grant to work on the issue California Healthy Kids Survey Orange Unified School District – Grade 5 The sample includes 1,484 fifth graders that attend school in the Orange Unified School District (OUSD). Here are the results: Student Sample Characteristics Student Sample Size Grade 5 Target Sample 2207 Final Sample (Number of Respondents) 1484 Average Response Rate 67 percent Orange Unified 2009-2010 Age of Sample Grade 5 Total percent 7 years old, or younger than 7 1 8 years old 0 9 years old 0 10 years old 60 11 years old 38 12 years old 1 13 years old or older than 13 0

Question ES 2, 4: How old are you? What grade are you in?

Gender of Sample Female Male

Grade 5 Total percent 49 51

Question ES 3: Are you female or male?

Breakfast Consumption No Yes

Grade 5 Total percent 13 87

Question ES 6: Did you eat breakfast this morning?

Exercise During Week 0 days 1 day 2 days 3 days 4 days 5 days 6 or 7 days

Grade 5 Total percent 0 6 6 16 13 19 39

Question ES 51: How many days each week do you exercise, dance, or play sports?

Frequency of Daily Television Watching and Video Game Playing None, I didn’t watch TV yesterday 20 Less than 1 hour 27 About 1 hour 23 About 2 hours 10 3 or more hours 20

Question ES 54: Yesterday, how much time did you spend watching TV or playing video games?

Body Image Do you think you are: Grade 5 Total percent Too skinny 16 About right 64 Too fat 20 Are you doing anything to try to lose weight? No 52 Yes 48 Ever been teased about your body at school? No 61 Yes 39

Question ES 48-50: Do you think you are too skinny, about right, or too fat? Are you doing anything to try to lose weight? Have other kids at school ever teased you about what your body looks like

Phase 3: Understand potential partners Research health-related programs and organizations in Orange County Our next step was to research potential partners in Orange County. Based on our research about childhood obesity, we knew we needed to reach children, parents and communities. With these audiences in mind, we looked at organizations in the area that would help us achieve our goals. Orange County Nutrition and Physical Activity Collaborative (NuPAC) The Orange County Nutrition and Physical Activity Collaborative (NuPAC) is a county-wide community collaborative providing leadership and coordination in the areas of nutrition and physical activity. South Orange County Family Resource Center Family Resource Center brings together services and activities that educate, support and provide resources to families with children. Its goal is to promote healthy families and communities. It currently partners with United Way in addition to several school districts, hospitals, and other community organizations. Active Living By Design Active Living in Santa Ana (ALISA) is a diverse partnership formed to promote physical activity in Santa Ana. The ALISA partnership is led by the YMCA of Orange County’s Community Services Branch. Targets low-income, Spanish-speaking residents and offers physical activity programs and recreation opportunities. Kid Healthy Empowers elementary school students and their families to adopt life-changing nutrition and fitness solutions through engaging programs and campaigns. Champions for Change Targets moms and encourages them to make healthier meals for their children. Website contains healthy recipes for every meal and tips for living an active life. PE4ME PE4ME partners with area schools, teaching the importance of life-long physical activity and good nutrition to youth. The program was developed by South Orange County pediatrician Mike Weiss in support of childhood obesity prevention. PE4ME is a component of St. Joseph Health System’s Healthy For Life program with outreach to thousands of students in more than 100 schools throughout California.

Orange County Partnership for Young Children Orange County Partnership for Young Children was founded as a non-profit agency in 1993, as the first smart start agency in the state. The mission of the partnership is to ensure that all young children arrive at school healthy and ready to succeed. The partnership serves as the administrator for the Smart Start Early Childhood Initiative and the More at Four Program in Orange County. Healthy Kids Campaign A strategic effort to increase the community’s capacity to address the issue of childhood obesity among young children and families in Orange County. The campaign goal is to raise $600,000 in community funds to establish effective programs to decrease the epidemic of childhood obesity and promote healthy lifestyles for children and families in Orange County. Powerplay MD-OC and The Wellness Center Its mission is to empower children and parents across Orange County to P.L.A.Y. It educates the community about the statistics, facts and consequences that surround childhood obesity while offering practical immediate solutions to this epidemic. The program includes weekly two-hour sessions, usually on Saturdays or after-hours, for eight weeks. FaCT: Families and Communities Together Family-friendly community-based sites that offer social and health services to families. FaCT sponsors nutrition month in March. Orange County Children and Families Commission Ensures the overall physical, social, emotional and intellectual health of children during the prenatal period through age five. Supports and strengthens families in ways that promote good parenting for the optimal development of young children. Orange County Health Care Agency Oversees many of the health activities in Orange County. Handles everything from foster care services to child support services and dental and health services. YMCA Committed to exercise and education programs. There are four Orange County locations: Fullerton, Mission Viejo, Newport Beach, and Laguna Niguel. Its focus is youth development, healthy living and social responsibility. Latino Health Access Latino Health Access (LHA) is a non-profit, 501c3 organization established in 1993, created to assist with the multiple health needs of Latinos in Orange County. The program is very well connected to the Hispanic community and has a lot of influence with this particular audience. Healthy Weight (Peso Saludable) One-year program designed to assist children and their families in achieving normal weight. It focuses on very practical solutions to overcoming critical barriers to maintaining or achieving normal weight in children. The program is specifically designed for Latino children and their parents. It is taught in Spanish to the parents and bilingually to the children. MOMS of OC MOMS Orange County has been recognized by the Health Care Agency of Orange County, the Children & Families Commission of Orange County, the California Department of Health Services, and the United States Congress for its innovative work in the community and impact on the health of women and babies in Orange County. P.E.D.S. (Pediatric Education for Diabetes in Schools) Assists with diabetes management in schools. Educates teachers, medical professionals and students about diabetes. Provides manuals upon request. Newport Children’s Medical Group Three offices in Fashion Island, HOAG Hospital, and Huntington Beach. Dedicated to childcare in Orange County. Boys and Girls Clubs of Garden Grove: The mission of the Boys and Girls Clubs of Garden Grove is to enable all young people, especially those who need us the most, to reach their full potential as productive, caring and responsible citizens. Boys and Girls Clubs of Santa Ana: The Boys and Girls Clubs of Santa Ana have made it a priority to not only provide healthy meals and snacks but also teach the importance of a healthy lifestyle. Sapphire at School: The Sapphire Laguna Restaurant program prepares meals -- breakfast, lunch, and snacks - for children at schools. The program is a 19 result of Chef Azmin’s determination to do something about the issue of childhood obesity.

Major OC Hospitals: • Mission Hospital • HOAG Hospital • Children’s Hospital of Orange County (CHOC) • Saddleback Memorial Medical Center • Orange Coast Memorial Medical Center • UCI Medical Center • St. Jude Medical Center • South Coast Medical Center • Los Alamitos Medical Center • Huntington Beach Hospital • Garden Grove Hospital and Medical Center • Fountain Valley Regional Hospital and Medical Center • Anaheim Memorial Medical Center • Anaheim General Hospital United Way OC Partners: We then researched every organization and program sponsored by United Way Orange County to identify the ones with which we could potentially partner. The starred organizations are the ones we felt focused on the task at hand the best. YMCA Anaheim* Boys & Girls Clubs of Garden Grove* Boys & Girls Clubs of Laguna Beach* Chapman University* Friendly Center Inc. Help Me Grow OC Orange Children and Parents Together Inc.* Providence Speech and Hearing Center Rehabilitation Institute of Southern California Family Support Network Boys & Girls Clubs of Capistrano Valley* St. Margaret’s Episcopal School Cambodian Family Early Literacy Program El Sol Science and Arts Academy Hands Together A Center for Children Intervention for Early Childhood Center KidWorks Community Development Nova Academy Science @OC THINK Together Boys & Girls Clubs of Westminster* Grandma’s House of Hope Instituto Para La Mujer de Hoy Orange County ARC Girl Scout Council of Orange County Women Helping Women Inc. Boys & Girls Clubs of Huntington Valley* Jewish Family Service of OC Vocational Visions Abrazar Inc. Girls Incorporated of Orange County Consumer Credit Counseling Service of Orange County Legal Aid Society

Canyon Acres Children and Family Services Community SeniorServ. Inc Illumination Foundation Western Youth Services Giving Children Hope Salvation Army Human Options Inc. Serving People in Need Inc. Share Our Services Fullerton Interfaith Emergency Service Mercy House Living Centers Acacia Adult Day Services Dayle McIntosh Center for the Disabled Healthy Smiles for Kids of Orange County Nhan Hoa Comprehensive Health Care Clinic Thomas House Temporary Shelter United Labor Agency of Orange County Alzheimer’s Family Services Center Colette’s Children’s Home 2-1-1 Orange County AIDS Services Foundation Orange County Families Forward Irvine Adult Day Health Services United Cerebral Palsy of Orange County Gary Center* Laura’s House Friendship Shelter Inc. Laguna Beach Community Clinic Access OC Age Well Senior Services Inc. South County Outreach Casa Youth Shelter Toby’s House Lestronnac Free Clinic Interval House MOMS Orange County* YWCA of North Orange County Family Assistance Ministries Camino Health Center Child Guidance Center Inc. Mental Health Association of Orange County Orange County Bar Foundation Raise Foundation Southwest Minority Economic Development Assoc.

Campaign Timeline! 2012 Batem January Action Item Research Phase 1 : Understand the Challenge Phase 2: Establish Local Situations Phase 3: Understand potential partners Boys and Girls Clubs Interview Carol Wiegmann Interview Jacqueline Winkelmann Interview Elementary School Student Interviews Planning Identify Target Audience Develop Goals and Objectives Develop Key Messaging Logo Design Concepting and Design Collateral Materials T-‐Shirts Notebooks Power Up! stickers Quizzes, Certificates, Power Up! Promise Flyers Social Media Blog Posting Facebook Posting Twitter Posting YouTube Posting Test Event Game development Survey preparation MyPlate visuals Power Up! Cheer development Test Event Focus group Event Finalize Boys and Girls Club partnership Develop key guest speaker list Power Week Conduct staff and student interviews Issue assessment quiz Media Relations Write press release Media pitching Video Production Filming Editing

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

man Timeline February 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29

Key Publics! Families in Orange County • Concerned with the family’s best interest • Low-income families tend to be most affected by obesity • 21.2 percent of Orange County low-income children ages 5 to 20 are obese • In Orange County, 19 percent of Hispanics and 12 percent of Asians and Pacific Islanders live below the federal poverty line Audience Interests: 1. Keeping the family safe 2. Keeping the familiy healthy 3. Leading a long life 4. Future success for children 5. Overall success for the family Audience influences/motivators: • Doctors • Other families • Health problems Pros of selecting this group: • Instill change in the family, not just the individual Cons of selecting this group: • Many families are set in their lifestyle habits • Financial restrictions are beyond our control

Educators in Orange County Includes teachers, physical education teachers, school administrators, pediatricians, nutritionists, and community organizations • Concerned with bettering children’s health in Orange County

Children in Orange County • Concerned with fun when it comes to nutrition and exercise • 22.1 percent of children who are overweight lie within the ages of 5 to 11 • Asian and Hispanic demographics are at a higher risk for obesity than Caucasian demographics • Audience size: 736,659 children ages 0 to 17 (2010) Audience Interests: 1. Having fun 2. Playing, rather than structured exercise 3. Eating things that taste good 4. Fitting in with peers 5. Receiving praise for good choices Audience influences/motivators: • Peers • Educators • Family • Doctors • Health Problems Pros of selecting this group: • Habits may not yet be fully formed • Old enough to retain information • Potential of laying a healthy foundation for life • Group of primary concern for childhood obesity Cons of selecting this group: • Dealing with the attention span of a child • Many are picky eaters that view “healthy” foods as undesirable

Audience Interests: 1. Establishing healthy habits in children 2. Teaching 3. Bettering the community 4. Acting as a role model Audience influences/motivators: • Community needs • Other community organizations Pros of selecting this group: • Have great influence in shaping the lives of children • Have great influence in the community Cons of selecting this group: • School and program budget restrictions • Financial restrictions are beyond our control

Primary Audience! Elementary School Students in Orange County, Ages 8-10 Communications this audience would respond to: • Posters and fliers at school • Word-of-mouth from peers and role models • Stickers, bookmarks and other giveaways Creative ways to present information: • Identify community role models (i.e. firefighters) to teach children about healthy habits • Identify a young celebrity or spokesperson • Create games and activities to make learning fun and exciting

Secondary Audience! Low-Income Families in Orange County Communications this audience would respond to: • Posters and fliers at school and in the community • Postings on event calendars of local school and health organizations • Word-of-mouth in the community • Emails and direct mail • Website Creative ways to present information: • Identify community opinion leaders (i.e. senator) to support cause • Send fliers and other collateral home with children • Create informational website

Educators in Orange County

Communications this audience would respond to: • Posters and fliers at school and in the community • Postings on event calendars of local school and health organizations • Earning coverage in health publications • Emails and direct mail • YouTube videos • Social media • Website Creative ways to present information: • Create videos and other multimedia • Foster dialogue via social media

Theme and Message! Based on our preliminary research, we realized the need to emphasize education in both nutrition and exercise. While we wanted to focus on the obvious causes of childhood obesity, we found throughout multiple studies that the biggest problem facing children was motivation. When children are forced or told to something, they become less likely to want to do that act willingly in the future. This is commonly seen with children and parents through the struggle of getting children to eat vegetables. We wanted to develop a program that was fun and would act as a catalyst in motivating children to want to be healthy, to exercise, and to improve their health. After laying the groundwork for our five-day program, we then began to develop a name. With our primary target audience being children, we needed a name that was simple and to the point. Merging the concept of nutrition through the USDA MyPlate, and a common form of exercise that required one to be active, we created “Step Up to the Plate”. Through this title, we were encouraging children to not only eat nutritiously, but to step up to the challenge of being healthy. Step Up to the Plate also addressed being active through the phrasing that echoes the idea of stepping up to the baseball plate. While our original theme of Step Up to the Plate addressed both aspects of our focus, we wanted to ensure that our target audience of 8 to 9 year-old children would identify with the title. Instead of our audience having to think about what the program would mean, we wanted them to understand our program’s message immediately. Because our message focuses on empowering children, we decided to include the word “power” in our program name. In adding the word “up,” our program name would act as a motivator and be easy for 8 to 9 year-old children to understand. In continuing to clarify the purpose of our program, Power Up!, we recognized the need to include a tagline that would be more descriptive for partners and parents. In the end, we decided on Power Up! -“Healthy Bodies, Hopeful Futures.”

Logo Evolution!

Our inspirational base for the logo first came from the USDA MyPlate, designed by the government to replace the old food pyramid to describe a balanced meal. It would be easy for children to visualize, but we had to figure out a way to make it reflect our specific program. Our first concept was based on a mixture of the USDA MyPlate and our ideas of combining activity with nutrition for the program. We wanted something that would integrate sports, but also reflect a visual representation of eating. In the end, we decided that Step Up to the Plate reminded us too much of baseball, and we didnâ&#x20AC;&#x2122;t want the program to favor one type of activity or sport over others. We began to brainstorm alternate names and taglines for our program, trying to figure out what would really encompass what we wanted to accomplish. In the end, we decided that many children feel powerless in their lives and we want them to feel like they can take charge of their health and futures, so we came up with Power Up! - â&#x20AC;&#x153;Healthy Bodies, Happy Futures.â&#x20AC;? We began to play around with a logo that kept the plate idea without being overpowering. !

We fine-tuned our tagline and ended up deciding that we want to empower children and their families to develop healthy bodies and hopeful futures through inspirational education within their communities. We researched color theory and discovered that fast food logos typically contain red, yellow or orange colors. Our research backed up that warmer colors are shown to boost appetite whereas cooler colors have been shown to suppress. Because of this, we decided we would go with a cooler color palette, to stay as far away from fast food colors as much as possible. We finally settled on a blue and green color palette with a design that was simple, and yet effectively conveyed the message we want to the children and to the communities that we are involved with.

Power Up! The Big Picture Test Day at Cambridge Elementary Once we had identified our target audience and developed an idea for our program, we wanted to understand how it would look in action. We sought out Cambridge Elementary, a school nearby, and the participation of a third grade class to help us test the effectiveness of Power Up! We were trying to evaluate several key points of our program before implementing it over the course of one week. These points were: 1. Could Power Up! be implemented in a school as well as an afterschool program? 2. Could Power Up! be condensed into shorter time periods? 3. How did our selected activities and approach to education test with our selected age group? Key Elements: • Teach and recite the Power Up! cheer • Perform Simon Says Survey • Complete interactive MyPlate education session • Play the MyPlate food group game • Play the balanced meal game • Sign and recite the Power Up! Promise • Repeat the Power Up! cheer • Hold focus group at the end From this test event we were able to gain several key insights: • Children ages 8 to 10 have a short attention span, so lectures need to be kept brief and interactive • The games and activities are age appropriate and very well received • Retention of the material is ensured through repetition Power Week In association with United Way and one of its sponsored organizations, the Boys and Girls Clubs of Garden Grove, we designed a weeklong, interactive and educational program for 8 to 10 year-old students to learn the importance of making healthy decisions that can ultimately define their futures. Through partnerships with influential organizations and local businesses, we were able to provide guest speakers, interactive sessions, and a message that children can understand and apply to their lives. Day 1: Power Up! • Teach and recite the Power Up! cheer • Complete interactive MyPlate education session led by CHOC pediatrician, Dr. Jacqueline Winkelmann • Play the MyPlate food group game • Play the balanced meal game • Distribute and write in the Food and Activity Journal • Hand out Power Up! stickers • Sign and recite the Power Up! Promise • Repeat the Power Up! cheer Day 2: Power Play! • Recite the Power Up! cheer • Introduce the children to Chapman University’s Pete the Panther mascot • Receive a heart health lesson from Kathy Warrington, youth market director for the Orange County chapter of the American Heart Association • Teach the children jump rope tricks during a lesson from Power Up! team member, Becky Ogden • Write in the Food and Activity Journal • Quiz • Distribute Jump Rope for Heart stickers and bookmarks • Recite the Power Up! Promise • Repeat the Power Up! cheer

Day 3: Power Fuel! • Recite the Power Up! cheer • Introduce the children to Chef Steven Hamada from the Sapphire Laguna Restaurant in Laguna Beach, Calif., who will discuss safe cooking practices and how to eat healthy • Perform an interactive cooking session to teach kids to make hummus, crudité and fruit skewers with honey and allow them to sample each of the recipes • Write in the Food and Activity Journal • Recite the Power Up! Promise • Repeat the Power Up! cheer Day 4: Peer Power! • Recite the Power Up! cheer • Introduce the Garden Grove Fire Department to discuss the importance of being healthy and show children the fire truck and its equipment • Perform a heart monitor demo with student volunteers • ROTC Cadets teach drills and talk about how to be healthy • The Garden Grove Police discuss health and lifestyle decisions, and distribute sheriff badge stickers • Write in the Food and Activity Journal • Recite the Power Up! Promise • Repeat the Power Up! cheer with kids leading it Day 5: Power On! • Recite the Power Up! cheer • Introduce the children to the Chapman University Lacrosse, Soccer, and Cheerleading teams to teach kids about their sports and the importance of physical fitness • Play a game of soccer, teach a cheer, and perform some lacrosse drills • Write in the Food and Activity Journal • Hand out Power Up! stickers and American Heart Association jump ropes • Recite the Power Up! Promise • Repeat the Power Up! cheer Social Media and Video Production To effectively raise awareness of the growing childhood obesity epidemic and to spread the word about Power Up! and its efforts, we needed to reach the community on a greater scale, beyond Power Week. We began a blog to create a space for posting healthy tips and recipes, related local news, and updates on Power Week. We also began Facebook and Twitter pages to complement our blog and create additional space for informing the public about Power Up! We also filmed each day we spent with the kids, both at Cambridge Elementary and the Boys and Girls Clubs of Garden Grove. This footage was turned into a recap of each day of Power Week. These videos appeared on our blog, Facebook and Twitter, but were featured on our YouTube account. • Create a Facebook page, Power Up! • Create a Twitter page, @PowerupOC • Create a YouTube page, PowerOCUp • Create a Wordpress blog, http://www.powerupoc.wordpress.com Media Relations To continue reaching out to the community at large and driving awareness of Power Up! and its cause, we conducted media relations to secure placements in Orange County and Chapman University publications. We targeted major news outlets like The Orange County Register and smaller outlets like the Chapman blog. Ultimately, were honored with a full-length article in The Orange County Register in addition to being represented in every aspect of news media: print, broadcast, and online.

Print Materials!

HEY! Letâ&#x20AC;&#x2122;s HEY! Letâ&#x20AC;&#x2122;s HEY! Letâ&#x20AC;&#x2122;s Power Up! PowerUp! PowerUp! ThĂ˘n th kho m nh, t ng lai Ä&#x2018; y hy v ng NgĂ y Â # Â 1: Â POWER Â UP

Cuerpos Sanos, Futuros con Promesa DĂa Â 1: Â Power Â Up

Power Up! es designado para habilitar y animar a los niĂąos y sus padres de vivir vidas sanas. Power Week es una introducciĂłn al Power Up! y es presentado en programas despuĂŠs de escuela primerias conjuntamente con sus socios no lucrativos. La semana consiste en cinco dĂas de actividades. ÂĄPonlo en su agenda!

El Â 22 Â a Â 28 Â de Â Febrero ÂĄVisita nuestro blog! powerupoc.wordpress.com

DĂa Â 2: Â Power Â Play

POWER UP! LĂ máť&#x2122;t chĆ°ĆĄng trĂŹnh do nháťŻng thĂ nh viĂŞn cáť§a táť&#x2022; cháťŠc phi váťĽ láťŁi nháşąm máťĽc Ä&#x2018;Ăch váşn Ä&#x2018;áť&#x2122;ng cho pháťĽ huynh vĂ háť?c sinh váť cĂĄc Ä&#x192;n uáť&#x2018;ng cĂł cháşż Ä&#x2018;áť&#x2122; vĂ táť&#x2018;t cho sáťŠc kháť?e cáť§a cĂĄc em sau cĂĄc chĆ°ĆĄng trĂŹnh háť?c. ChĆ°ĆĄng trĂŹnh sáş˝ kĂŠo dĂ i nÄ&#x192;m ngĂ y táťŤ ngĂ y 22 Ä&#x2018;áşżn ngĂ y 28 thĂĄng hai nÄ&#x192;m 2012.

Conjuntamente con The American Heart Association y el programa Jump Rope for Heart, Power Play promueve corazones y cuerpos sanos por jugar.

DĂa Â 3: Â Power Â Fuel

Una visita de un chef empezarĂĄ este dĂa de compartir recetas, desafĂos de cocinar y demonstraciones de cocinar. AnimarĂĄ a los niĂąos probar nueva comida y aprender cĂłmo elegir comidas saludables en vez de comidas llena de azĂşcares, grasas y calorĂas.

DĂa Â 4: Â Peer Â Power

En Peer Power, los niĂąos pueden pensar en sus futuros con la ayuda de miembros inspirados de la comunidad, como bomberos, bailarines, y soldados que mostrarĂĄn la importancia de buena salud en sus vidas cotidianas.

Â DĂa Â 5: Â Power Â On

Máť?i chi tiáşżt cáťĽ tháť&#x192; xin vĂ o trang máşĄng www.powerupoc.wordpress.com

Los niĂąos jugarĂĄn juegos emocionantes, actuar en â&#x20AC;&#x153;skitsâ&#x20AC;? inspirados por la salud y competir en desafĂos. La semana termina con la entrega de certificados de la conclusiĂłn de Power Week.

Sponsored by: Chapman University Public Relations Student Society of America, Chapman University Athletics, United Way, The Boys and Girls Club of Garden Grove, American Heart Association, CHOC Hospital, and The Garden Grove Fire Department

Contact the Power Up Team! poweruporangecounty@gmail.com

Healthy Bodies, Hopeful Futures Day Â 1: Â Power Â Up

ChĆ°ĆĄng trĂŹnh Power Up sáş˝ báşŻt Ä&#x2018;áş§u váť&#x203A;i nháťŻng sinh hoáşĄt báť&#x2022; Ăch nhĆ° tham kháşŁo, thÄ&#x192;m dĂ˛ Ă˝ kiáşżn, cĂĄc trĂ˛ chĆĄi lĂ˝ thĂş vĂ báť&#x2022; Ăch cho cĂĄc em khuyáşżn khĂch vĂ hĆ°áť&#x203A;ng cĂĄc em váť nháťŻng cĂĄch tháťŠc Ä&#x192;n uáť&#x2018;ng báť&#x2022; dĆ°áťĄng. VĂ chĆ°ĆĄng trĂŹnh sáş˝ káşżt thĂşc báşąng nháťŻng giao uoc cho cĂĄch sáť&#x2018;ng vui vĂ sáť&#x2018;ng kháť?e hĆĄn.

Power Up! empieza con rutinas de cheer, una serie de encuestas interactivas, juegos inspirados por la salud y una presentaciĂłn de un nutricionista cualificado. El dĂa termina con los niĂąos firmando una promesa de vivir vidas mĂĄs sanas.

Power Up! is designed to empower and inspire children and their parents to live healthy lifestyles. Power Week is an introduction to the Power Up! and is delivered at after school programs in conjunction with non-profit partners. The week consists of five days of activities. Mark your calanders!

NgĂ y Â # Â 2: Â Power Â Play

ChĆ°ĆĄng trĂŹnh Ä&#x2018;Ć°áťŁc káşżt háťŁp giáťŻa American Heart Association and chĆ°ĆĄng trĂŹnh Jump Rope thuáť&#x2122;c háť&#x2122;i Tim máşĄch. CĂĄc em vĂ pháťĽ huynh sáş˝ Ä&#x2018;Ć°áťŁc hĆ°áť&#x203A;ng dáşŤn sinh hoáşĄt vui chĆĄi vĂ giĂşp váşn Ä&#x2018;áť&#x2122;ng cĂĄc cĆĄ quan trong cĆĄ tháť&#x192; máť&#x2122;t cĂĄc hiáť&#x2021;u qáť§a.

NgĂ y Â #3: Â Power Â Fuel

CĂł sáťą tham dáťą cáť§a cĂĄc Ä&#x2018;áş§u báşżp chuyĂŞn nghiáť&#x2021;p, cĂĄc chuyĂŞn gia váť dinh dĆ°áťĄng sáş˝ chia sáş˝ vĂ giáşŁi thĂch cho cĂĄc em biáşżt táş§m quan tráť?ng trong viáť&#x2021;c cháť?n láťąa thĂşc Ä&#x192;n cĂł dáť§ cháşĽt dinh dĆ°áťĄng vĂ trĂĄnh Ä&#x192;n nháťŻng loáşĄi thĂşc Ä&#x192;n cĂł tĂnh bĂŠp phĂŹ, nhiáť u cháşĽt Ä&#x2018;Ć°áť?ng vĂ dĆ° tháťŤa nÄ&#x192;ng lĆ°áťŁng cho táťŤng láťŠc tuáť&#x2022;i cáť§a cĂĄc em.

NgĂ y Â #4: Â Peer Â Â Power

February Â 22-Â28

CĂĄc em sáş˝ Ä&#x2018;Ć°áťŁc cĂĄc thiáť&#x2021;n nguyáť&#x2021;n viĂŞn thuáť&#x2122;c nhiáť u lÄŠnh váťąc khĂĄc nhau nhĆ° cĂĄc nhĂ˘n viĂŞn cháťŻa láťa, cĂĄc lĂnh trong quĂ˘n Ä&#x2018;áť&#x2122;i, cĂĄc diáť&#x2026;n viĂŞn ballet chia sáş˝ kinh nghiáť&#x2021;m cáť§a háť? váť cĂĄch song vĂ cĂĄch Ä&#x192;n uáť&#x2018;ng Ä&#x2018;áť&#x192; giáťŻ cho háť? thĂ˘n hĂŹnh Ä&#x2018;áşšp vĂ tháť&#x192; cháşĽt kháť?e máşĄnh trong cuáť&#x2122;c sáť&#x2018;ng hĂ ng ngĂ y.

NgĂ y Â #5: Â Power Â On

Visit our blog! powerupoc.wordpress.com

CĂĄc em sáş˝ Ä&#x2018;Ć°áťŁc hĆ°áť&#x203A;ng dáşŤn sinh hoáşĄt vĂ chĆĄi nháťŻng trĂ˛ chĆĄi báť&#x2022; Ăch nháşąm nĂ˘ng cao sáťą hiáť&#x192;u biáşżt vĂ Ă˝ tháťŠc váť táş§m quan tráť?ng trong viáť&#x2021;c Ä&#x192;n uáť&#x2018;ng hang ngĂ y. CĂĄc em sáş˝ Ä&#x2018;Ć°áťŁc trao cháťŠng cháť&#x2030; hoĂ n thĂ nh chĆ°ĆĄng trĂŹnh háť?c sau máť&#x2122;t tuáş§n tham gia sinh hoáşĄt.

Power Up kicks off with kidsâ&#x20AC;&#x2122; cheer routines, a series of interactive surveys, health-inspired games and a qualified nutrionist presentation. The day ends with kids signing a pledge to live healthier lives.

Day Â 2: Â Power Â Play In association with the American Heart Association and its Jump Rope for Heart program, Power Play encourages healthy hearts and bodies through play.

Day Â 3: Â Power Â Fuel

A visit from a local chef stirs this day of recipe sharing, cooking challenges and demonstrations into action. Kids will be prompted to try new foods and learn about choosing healthy foods over foods high in fats, sugar and calories.

Day Â 4: Â Peer Â Power On Peer Power, kids can think about their futures with the help of inspiring members of the community, such as firefighters, dancers, and soldiers, who will demonstrate the importance of good health in their daily lives.

Â Day Â 5: Â Power Â On

Kids will play exciting games, perform in health-inspired skits, and challenges. The week ends with the awarding of a Power Week Certificate of Completion.

Sponsored by: Chapman University PRSSA, Chapman University Athletics, United Way, Boys and Girls Club of Garden Grove, American Heart Association and CHOC Hospital, Garden Grove Fire Department

Contact the Power Up Team! poweruporangecounty@gmail.com

Fliers for our program were distributed in advance of Power Week to the parents of the Boys and Girls Clubs of Garden Grove in English, Spanish and Vietnamese.

Power Â Week Award

Power Up! Promise I promise to....

1 2 3 4

Presented to

In recognition of powerful participation during Power Week . This certificate acknowledges dedication to being healthy. Congratulations on your acomplishment! The power is in you!

2012

Eat healthy foods Be active at least one hour a day Make healthy choices with my family

Power up every day in every way!

Name

The Power Up! Week Awardâ&#x20AC;&#x201C;given to each participating child at the Boys and Girls Clubs of Garden Grove at Morningside Elementary and the children at Cambridge Elementary on the last day of Power Up!

Signature

Parentâ&#x20AC;&#x2122;s Name

Parentâ&#x20AC;&#x2122;s Signature

The Power Up! Promiseâ&#x20AC;&#x201C;recited and signed by all the children at the beginning of the program at Cambridge Elementary and Boys and Girls Clubs of Garden Grove.

Multimedia! Videos for each day featured the following:

Power Up! Cambridge Elementary

Power Up! Day 1

Our primary research coverage for our Power Up! test campaign at Cambridge Elementary, showing children answering questions in the classroom and participating in educational games in outdoor activities.

Power Up! Day 1 coverage at the Boys and Girls Clubs site in Garden Grove featured an interview with pediatrician Dr. JacquelineWinklemann along with documentation of the days’ activities.

Power Up! Day 2

Power Up! Power Play featured the American Heart Association as the children jumped rope and learned about heart health from Youth Marketing Director Kathy Warrington.

Power Up! Day 4

ROTC cadets, firefighters, and police officers showed how they utilize health and fitness in their jobs and discussed the children’s futures.

Power Up! Day 3

Chef Steven Hamada from Sapphire Laguna restaurants demonstrated healthy cooking and had the kids sample new foods such as hummus and crudité.

Power Up! Day 5

Informative interviews with the Morningside coordinator and staff members from the Boys and Girls Clubs and Chapman University athletic teams as well as with the children let us get a full handle on the effectiveness of Power Up!

Social Media! Facebook: We made 39 posts on Facebook during the month of February. We “liked” 30 different pages and organizations through our Facebook page to connect with groups dedicated to health and fitness.

We reached 200 Facebook “likes” by the end of February. According to Facebook insights our page reached 3,266 impressions. Its highest peaks came during the implementation of Power Week.

In addition to our Facebook page, OC Moms, a section of The Orange County Register, posted about us and linked to The Orange County Register article about our program. The OC Moms Facebook page has 3,236 followers. This post received one share and one like.

The Boys and Girls Clubs of Garden Grove Facebook page also posted about our program. It has a following of 619 fans and posted an album of photos as well as a post about Power Up!

The Chapman University Facebook page, which has 8,189 fans also posted about the program. This post received 19 likes and two shares.

Additionally, the Dodge College of Film and Media arts, home of the public relations major at Chapman, also posted about the program on its Facebook page. This page has 2,490 fans.

Twitter: We made 33 tweets during the month of February. These tweets promoted the Power Up! program, provided links to tips and events, and interacted with other users through mentions and retweets. Here is a sample of some of our tweets:

We reached 141 Twitter followers by the end of February. Our followers consisted of Chapman University students, Orange County parents, mommy bloggers, and local news outlets. We followed 376 accounts by the end of the month as well. We also received 23 mentions from various followers including one from OC Moms, a section of The Orange County Register, which has a Twitter following of 13,943 people. A lot of tweets came from the Dodge College of Film and Media Arts Twitter account, which has 1,397 followers.

By the end of February our blog had a total of 456 views. Our highest day reached 52 views and our highest peaks came during Power Week.

YouTube: We posted videos for each day of Power Week and received 330 views in total for our YouTube Channel.

Media Coverage! We pitched media using the press release below to the following media outlets: • Orange County Mom Magazine • OC Mommies • The Orange County Register • OC Family • Parenting OC • The Panther, Chapman University student newspaper • The Chapman Happenings

The Orange County Register posted an article in its Lifestyle section on Feb. 28. The article showed up in the Lifestyle home page of the Orange County Register website. The Register has a circulation of 250,724.

OC Mom Magazine: OC Mom Magazine is a community-run blog. We posted about our program for the first day of Power Week. OC Mom Magazine has approximately 50,000 monthly page views

The Panther: Chapman Universityâ&#x20AC;&#x2122;s school newspaper, The Panther, ran an article about the program on Feb. 26. The Panther has a readership of approximately 6,000 people.

CHOC Blog: One of our tweets showed up on the CHOC blog on Feb. 7.

Chapman University: Happenings, a blog run by Chapman University for the faculty and Orange County community, posted about the program. Happenings reaches approximately 7,000 members of the Chapman campus community.

Dodge College of Film and Media Arts:The Dodge College of Film and Media Arts wrote two blog posts about our program.

Thank Yous! We want to thank United Way, General Mills and PRSSA for the opportunity to contribute to the fight against childhood obesity in America. We set out to teach children in Orange County the importance of eating right and exercising, but we feel that we have accomplished much more than that. We greatly enjoyed the experience of working with the children of Cambridge Elementary and the Boys and Girls Clubs of Garden Grove. This experience has touched our lives, inspiring healthy habits within us. Empowering the participants of the Power Up! program means empowering the entire community. We are honored to have partnered with United Way and General Mills to make such a difference for these children and all of Orange County.

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