Healthy Savannah
Healthy Savannah is dedicated to making Savannah a healthier place to live. Our aim is to increase opportunities for citizens to engage in physical activity and consume a nutritious, balanced diet. During the summer of 2007, Savannah Mayor Otis Johnson launched the Healthy Savannah initiative, with the aim of making Savannah a healthier place to live.
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CONNECT INSPIRE GROW
Mission • • • •
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Creating an environment that makes a healthy choice an easy choice Building a collaborative network that identifies and shares resources Collecting and disseminating information Promoting best practices and supporting innovative programs, and Advocating for effective policies
Kathe is an interior architect pursuing a Master of Fine Arts in Service Design. She is from Venezuela and to loves to eat oranges. Her favorite past time in Savannah is going on long bike rides around the city. Ploi is an architect from Thailand pursuing a Master of Arts in Design Management. She love babies more than she loves puppies. She also loves eating frozen blueberries. Sara is a business strategist from west of Philadelphia. She is currently enjoying the dynamic life of a graduate student where she studies Design Management. She loves turtles and rock climbing.
The objective of this study was to experience and get to know the culture around the program Healthy Savannah. As the study progressed forward we broadened our focus to include the culture of wellness in the city of Savannah, Georgia. Through intensive research and analysis we were able to gain a thorough comprehension of what it means to be an active member of the Healthy Savannah program and more importantly the culture of wellness. We cast a wide net during our research process to develop a perspective of how Savannahians interact with one another and their city and how they relate to wellness and attempting to lead well-balanced healthy lifestyles. We hope through this report that you will be able to take away key insights into how a nonprofit program like Healthy Savannah might reach the masses and shift the mindset of a community through passionate dedication to a cause.
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Table of Contents Awareness Secondary Research Guide Models Analysis Models Key Insights
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Comprehension Primary Research Observation Shadowing Interviews Affinitizing
Adaptation Analysing Balance Insights Design Concepts What’s Next
References 10
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158 160 166 200 224 230
Secondary Research • Guide Models • Analysis Models • Key Insights
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Guide Models
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Trends Matrix
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Trending in Wellness
A trend matrix provides a holistic view of trends and forces that drive change in components of a heterogenous system (technology, business, people, culture, and politics). We choose to explore the Trends Matrix Model to better understand the high level system and drivers that have led to the creation of the Healthy Savannah organization. We believe this model will expose the key factors at play in the overall culture of Nutrition and Fitness in the United States and then more specifically in Savannah. By having a strong understanding of the macro drivers behind the drastic cultural shifts in diet and exercise will we be able to grasp the ways in which Healthy Savannah may achieve success or encounter failure at the micro level. Having a strong holistic understanding is essential to uncovering hidden motivations and quagmires. We hope this will also shed light on some more specific organizations and programs to promote further exploration in our secondary research.
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outcome
process We began exploration through a trend matrix by conducting an impromptu and free flowing brainstorming session to try to come up with as many possible drivers, trends and components of the health and wellness system. This session was based purely on assumptions and previous implicit and explicit knowledge that our group held. This session helped us to further hone in on ways in which we could guide and narrow our research efforts in order to make them as efficient and effective as possible. From here we developed a well defined outline of how we wanted to tackle further research: US: Nutrition & Fitness (Culture & Programs) Urban: Nutrition & Fitness (Culture & Programs) Savannah: Nutrition & Fitness (Culture) Healthy Savannah We then moved to two additional Trends Matrices. The first was focus ed on nutrition and the second was focused on fitness. We had originally intended to work through one but realized due to the extensive levels of information that we would need to break it apart.
From the Trends Matrix we were able to capture key motivations and trends behind the move towards healthy living in the US, Urban environments, and specifically Savannah. Understanding what moves people to push a movement from a trend to a fully functional culture will allow us to highlight the
successes and failures of Healthy Savannah thus far. It will also provide us with the insight needed to develop meaningful conclusions on what objectives may prove to be the most effective for Healthy Savannah going forward.
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Initial Opportunity Map
Innovation Exploration We decided to utilize an initial opportunity map model to explore different possibilities of innovation. We created a 2x2 map with dimensions that covered sustainability and awareness. Healthy Savannah’s mission is based on “creating an environment that makes a healthy choice an easy choice, building a collaborative network that identifies and shares resources, collecting and disseminating information, promoting best practices, supporting innovative programs and advocating for effective policies”. As a group, we felt that in order to review the organization’s approach of improving healthy habits in people’s lifestyle, sustainability and awareness had the best approach towards trend identification and possible changes in the system. KEY DIMENSIONS •
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Healthy & Knowledgable: Healthy Savannah’s mission statement is mainly based on educating people. By applying sustainability and awareness as our key dimensions we were able to identify trends, organizations and opportunities for innovation.
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process We originally generated a rough version of an initial opportunity map based solely on assumptions and previous knowledge. Our key dimensions for our assumption based model were lack of awareness to awareness and unsustainable to sustainable. We struggled a bit to seamlessly place components of fitness and nutrition within this framework. However, we were able to draw some connections. From here we refined our model an additional four times until we came up with a new set of key dimensions that suited our needs. We decided to go with uninformed to informed and unhealthy to healthy.
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outcome This model provided us with insights into where the fitness and nutrition system may still have progress to be made. We discovered that there were a number of healthy lifestyle choices that may not be fully communicated or accessible to population segments that could most benefit from them. We also discovered that in some areas people may have awareness and accessibility but they may lack the motivation to make changes. This allowed us to discover that it would be important to create a strong desire to improve ones health. This could be achieved through creative, entertaining and easily integrated fitness and nutrition offerings. We feel that continuing improvements in supporting technological tools will help drive this forward.
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Offering -ActivityCulture Map
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Getting to Know... Healthy Savannah We decided to utilize the Offering-Activity-Culture Map to further understand fitness and nutrition as a system. Having a strong understanding of all of the interconnected pieces of what activities and cultural factors exist inside this broad scope will allow us to gain a stronger understanding of the key drivers and motivations behind an individual’s adoption or rejection of healthy living. Understanding these factors will allow us to focus our attention on aspects of Healthy Savannah that meet or fail to meet these needs.
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process With this model we thought we would have enough knowledge to execute it effectively without much secondary research so we did an assumptions version to start. This helped us to visualize our previous knowledge based on the components of this system and to gave us a clear understanding of the different mental models within the group. We decided to refine it further once we had conducted research. The information gained from research helped us to add some additional elements but we noticed that most of our assumption based model was validated by our research.
outcome This model gave us insights into the components, drivers and players within a fitness and nutrition system. We took away obvious connections like physical improvement but began to see connections into secondary areas of the system. We began to understand some potentially subconscious motivations such as social, cognitive and emotional well being. We also began to notice that skill building could be achieved and could lead to a boost in confidence. These secondary connections allowed us to map out short term, long term and extended outcomes of a successfully integrated fitness and nutrition system.
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Analysis Models
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Ten Types of Innovation Diagnostics
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Industry Innovation We were drawn to the Ten Types of Innovation Diagnostics Model due to it’s usefulness when comparing like minded organizations. The hope was that this model would provide us with a clear picture into how other organizations are accomplishing goals that align with Healthy Savannah. The model should shed some light on the key “Do’s” and “Don’t’s” of a health and wellness program.
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process We had originally chosen the industry diagnostics model but quickly realized that it did not suit our needs. As a local government backed area nonprofit, we don’t feel as though Healthy Savannah had many direct competitors to analyze. We believe the “competition� lies more with factors such as time and money and less so with specific organizations. Most of the organizations that could be potential competitors are in fact partners with the Healthy Savannah initiative. After making this decision we did a deep dive to locate other health and wellness programs that would provide strong comparison for Healthy Savannah. We focused our efforts on three groups: 1. Charleston County School District Wellness Initiative 2. Denver Wellness 3. Healthy Connections (Austin, TX) Our groups contained one school district based program in a city of similar size and geographic region and two city employee based programs in cities twice as large as Savannah. The second two were chosen due to the perceived innovativeness surrounding these locations. After reviewing the programs, we rated each across all 10 measures. Without experts handy, this was based purely on our teams perceptions. However, the rating system still proved useful as a comparison tool.
outcome This exercise proved to be extremely beneficial in determine areas to dig into for potential program offerings for Healthy Savannah. Seeing the differences between school focused and employee focused programs helped us to uncover what some groups were doing effectively and ineffectively. It also highlighted key differences when working with specific population segments. Since Healthy Savannah is tackling a larger community, we feel that these insights can prove to be extremely useful. Specific take aways include: Create a holistic system of offerings for wellness beyond just fitness and nutrition. Measure and highlight key achievements in order to drum up interest in potential partners and users. Provide opportunities for action that can be seamlessly integrated into users existing lifestyles. Generate a framework for involvement that is both easy to use and sustainable.
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SWOT Analysis
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Evaluating Performance We specifically explored Healthy Savannah inside the SWOT Analysis. Although the SWOT analysis is utilized frequently we felt it is a powerful model that can shed light on potential opportunities to explore within the organization. It also helps highlight internal and external inefficiencies to further validate our comprehension of weak links in the offering.
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outcome
process We focused this particular model on Healthy Savannah because we felt it would prove to be more useful to further narrow our exploration and add to our broader insights from other models. Since we conducted this model later in our process it allowed us to take broad insights and apply them to the aspects of Healthy Savannah.
The SWOT analysis was a strong model that really allowed us to further refine some key potential opportunities for Healthy Savannah. Our key take aways include: •
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A user friendly blueprint for success should be generated in order to promote sustainability and fully realize a cultural mindset shift towards healthy living. Utilizing technology to promote awareness and ease of use for potential activities and opportunities could be a key path towards success.
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Interest Groups Discussion
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Shared Interests We decided to explore the trends related to user interest through the Interest Group Discussion Model. Our initial impression of this model is that it will provide us with a comprehensive understanding of what is trending in existing health and wellness communities.
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process When we originally tackled this model we realized the scope was too large. We were inundated with discussion boards and trends related to health and fitness. Our initial observation was that there are countless ways of achieving fitness and nutrition goals and that there are countless opinions on which is the most effective way of doing this. We decided to try to narrow our scope by doing groupings and conducting side-by-side comparison. We choose to explore topics including: Health and Fitness Magazines Yoga Holistic Wellness Weight Lifting
outcome After exploring the various discussion boards we were able to pull away some trending topics and derive key takeaways from this. We felt that there was a tremendous amount of information that floods these discussion boards which could make it difficult for users to successfully digest and integrate it into their daily lives. Too much information can overwhelm an individual in their initial stages of adoption. Along with too much information, there are constantly changing trends that inundate the market with variety. Another takeaway was that men and women have different goals when thinking about fitness. One final note is that it was our perception that people are increasing their interest, awareness and adoption of nutritional eating habits.
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Key Insights
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Collecting our Insights After intense secondary research and collaboration over our various models we were able to derive key micro and macro findings and insights. Through comparing and contrasting the various take aways from each model and pulling from acquired research knowledge, we generated some high level findings and insights. These could help further understand Healthy Savannah and potentially move the program into a more successful state.
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Primary Research • • • •
Observations Shadowing Interviews Affinitizing
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Observations
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Observation Plan
Know Peoples Objectives plan Prior to going out in the field to observe we formulated a plan regarding locations, timing and tools to utilize. We decided to focus on locations or events that would provide us with an understanding of the culture of health for Savannah citizens. This would included spaces for physical activity and food consumption. We also decided to look at official Healthy Savannah events as portrayed on their website. We divided certain observations and worked jointly on others based on personal schedules and the perceived usefulness of having multiple perspectives. Our ‘tool box’ included data collection frameworks and methods. We used the AEIOU framework while keeping in mind expected and unexpected occurrences. We also looked to a human factors model and the five senses model. These were used through the ‘fly on the wall’ technique with some direct participation. We captured data through photos, audio and video recordings and notes and sketches. Our goal with observation is to gain a strong understanding of the people within this culture and the spaces in which they participate in relevant activities.
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Know Peoples Objectives Objective
General Observations Part of our plan for observation concerned forming a strong comprehension of Savannans. The citizens of Savannah represent the pool of people that will help drive and will benefit from the culture of health taking root and moving forward. They will ultimately determine what level of success Healthy Savannah will realize. In order to grow acquainted with how the local citizens approach health, we focused our general observation plan on locations where citizens would potentially be physical active and where they might buy their food. We observed at local area parks such as Daffin Park and Skidaway Island State Park. Secondly, we conducted observations at the Forsyth Farmer’s Market to understand healthy food shopping and McDonalds to understand unhealthy food consumption. We also covered one additional event that was occurring simultaneously with the farmer’s market, which was the Earth Day Festival in Forsyth Park. It was our hope that through observation at the variety of locations we could gain a wide view of citizens that might be the ‘first line of defense’ in moving the culture of health forward in Savannah.
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Know Peoples Objectives process •
PARKS
Our general observation included viewing local area parks where we conducted observation at Daffin Park and Skidaway Park. •
FOOD CONSUMPTION OBSERVATION
Our general observation included placing ourselves in locations where citizens would be buying food for consumption. We wanted to observe both healthy and unhealthy environments. •
ADDITIONAL OBSERVATION
We finished out our general observations with an unexpected addition of a community event. This would start to provide us with an understanding on how a successful community event could be run.
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Parks Locations • Daffin Park • Skidaway Park
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collecting data points
Locations Daffin
Daffin park is located on Victory near the Harry S. Truman Parkway. There are some residential areas around the park but it appears as if many people drive to use it.
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We went to Daffin park at 6pm on a Friday and began our observation by driving around the park to get a full scope of the layout. We then parked and walked around while taking video footage. Daffin Park was equipped with 6 tennis courts, 2 large basketball courts, 2 playgrounds, a swimming pool that was closed, and a large field that seemed to double as a soccer field and a baseball field. There were also walking and running paths available.
A key takeaway was that Daffin park was mostly empty except for a group of men playing baseball in what appear to be a practice or pick up game. We thought this might possibly due to the time and day we were observing or could also be related to it’s distance to the downtown Savannah area. Other parks like Forsyth most likely enjoy larger crowds because they are located within walking distance from many residential areas downtown.
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1 April 24th | 6:18pm Next to basketball field, there is a swimming pool. It was closed but there were no signs so it was unclear why. It seemed like it should still be in use at 6 pm.
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April 24th | 6:14pm
April 24th | 6:18pm
While people are playing baseball, others prefer to lay down in the grass and enjoy the weather instead.
The park provides a recreation services department that helps to facilitate information to their users.
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collecting data points
Locations Skidaway
Skidaway Island State Park is located roughly 13 miles outside of the center of town. With the camping facilities and the location, the park had a feeling that it was used heavily by people visiting the area.
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Are second park observation was conducted at Skidaway Island State Park. We were especially trying to focus on outdoor spaces for physical activity that might be used citizens of the community that are not living in the downtown historic section of town. We went to Skidaway on a Saturday afternoon. We started by going into the visitor center to understand the features. The park rangers were very friendly and helpful and provided a map and a events calendar. The park requires a $5 parking fee or a $50 annual membership fee. We noticed some people parking in a nearby church and walking into the park to supposedly avoid the parking fee. Along with running, biking, and
hiking trails this park offered it’s users camping facilities. The longest trail was a 3 mile loop. The camp sites seemed moderately crowded, however the trails were for the most part empty. It had rained very heavily in the morning so this may have had an impact on the number of people that were using the trails. After conducting this observation, we received feedback that many locals actually use the 10 miles of trails on the other side of Skidaway Island that are not associated with the park system. Skidaway gave us some insights into some other outdoor options for physical fitness but also helped us see that it was not being highly trafficked.
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April 25th | 6 pm
April 25th | 6:10 pm
April 25th | 6:15 pm
Parking was $5 and it is $50 per year.
At the visitor’s center, they provide an event calendar for visitors to take with them.
skidaway had one long and one short loop trail for running, biking and hiking. The trails were dirt and in some places water logued since it had rained.
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Food Locations • McDonalds • Farmer’s Market
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collecting data points
Locations McDonalds
McDonald’s is located on the corner of Montgomery street and Victory street. This area has limited healthy food choices and is in a lower socio-economic neighborhood than some of our other observations.
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For the observation at McDonalds, we decided to sit within the space and observe without spending too much time moving around. We choose to take a slightly different approach than some of the observations due to the size of the space and the potential for being noticed. The food options were for the most part very unhealthy with a couple of attempts of healthy substitutes. In the time sitting at McDonalds we noticed several groups of men sitting around talking. This was in the middle of the morning during the workweek. The staff knew the names of some of the
men. This gave the impression that the McDonald was a local hang out for some people. There were also several people that appeared to be homeless. One man was sleeping at one of the tables and was eventually asked to wake up. The observation at McDonalds helped confirm some of our assumptions that fast food restaurants in less desirable locations with limited food options become a go to for sustenance. This highlighted a group of Savannah citizens that we feel might be the ‘hardest sell’ for the agenda of Healthy Savannah.
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April 28th | 3 pm
April 28th | 3:05 pm
The various groups of people inside McDonalds are all eating food or drinking coffee.
Two men get uo and walk out in a friendly manner. They are from the group of 6 that are all eating together.
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collecting data points
Locations Farmer’s Market
2 The Forsyth Farmers Market is located at the south side of the park up the main middle path between the basketball courts and tennis courts. Forsyth is located near the center of the downtown section of Savannah. This allows Forsyth to act as a main location for many community activities.
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We went to the Forsyth Farmers Market on Saturday morning around 10:30am. The market was full of people shopping for food. There were many other people there also who were walking with pets, family and friends. A lot of people ran into others that they knew which gave off the sense of a tight knit community. The food options being sold for the most part were very healthy. There were a lot of stands with locally grown fruits and vegetables as well as some organic protein choices.
There was one stand with baked desserts and also a popsicle stand at the end. The popsicle stand remained void of consumers throughout the observation. We also witnessed parents helping their children learn about healthy food choices. The farmers market observation provided us with a key realization that the system of wellness is not just about fitness and nutrition but has a third key pillar of socialization and community.
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April 18th | 11:11 am
April 18th | 12:05 pm
April 18th | 12:14 pm
People dropped by this area after workout. Some of them might come here first before going somewhere else. (I assumed that from their cloth and their actions)
Walker Farms is the only shop that show their certificate, and also is one of few shops that write down price on their signs.
Take away provided at the front booth. It promotes foods tamps usage and local farmers markets in other cities.
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Additional Locations • Earth Day
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collecting data points
Locations Earth Day
2 We decided to explore the trends related to user interest through the Interest Group Discussion Model. Our initial impression of this model is that it will provide us with a comprehensive understanding of what is trending in existing health and wellness communities.
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When we showed up to observe the farmers market we noticed the Earth Day festival was occurring simultaneously. We decided that the it might provide us with some additional insights on to how to run a successful community event. We walked through this directly after the observation at the farmers market. We noticed fairly immediately that many of the booths could be directly or indirectly related to the culture of health and the agenda of Healthy Savannah. In fact, we saw tables for a number of Healthy Savannah’s partners. For example Georgia Bikes and the Savannah Bike campaign were both present. Other examples were a number of local farms and food consumption and waste groups
promoting local growing, composting and personal gardens to name a few. There were also local healthcare groups creating awareness about drug use and other unhealthy activities. Similarly to the farmers market there was a strong sense of community. It was surprising and enlightening to find so many groups pushing the culture of health forward in an event that may be considered geared towards another agenda. It unveiled this idea that the culture of health as a system is broader than we had previously realized and the movement in Savannah is fairly progressed among the segment of the population present in the majority of our observations.
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1 April 28th | 3:00 pm
April 28th | 3:05 pm
April 28th | 3:15 pm
The farmer’s market had their own booth advertising themselves. Even though they were right next door. It was interesting but the girl behind was not too interactive. She was on her cellphone.
Well-fed booth was providing a small guide for the Savannah Earth Day Festival. In this guide you were able to find local guide dine, successful stories about sustainable local approach and local advertisement.
“we’ve based in Atlanta...The more people that sign up the lower the price goes” (said the woman speaking at the gardening loop) It was an unexpected tie to see so much on healthy and sustainable food alternatives.
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Know People Objectives outcome The general observations we conducted to capture a better understanding of the citizens of Savannah helped not only to solidify some of our early assumptions but also helped to shed the light on some new concepts. Parks and events that occur at the center of town are well attended. Low socioeconomic neighborhoods with poor or minimal food options create hubs for unhealthy food consumption. There are a large number of groups and programs that are working towards the same goal of health and wellness as Healthy Savannah. A rough concept of our various user groups in Savannah started to form after conducting these observations.
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Know People Objectives Objective
Healthy Savannah Events In order to understand the culture of Healthy Savannah it was key that we started narrowing our focus from the culture of health in Savannah to that culture of Healthy Savannah as a program. We want to understand how Healthy Savannah operates as program and how successful or unsuccessful they are at moving their vision forward. We saw an opportunity to achieve this part of the observation through the events calendar on the Healthy Savannah page. We made a point to start attending all of the events listed. We observed at the Susan G. Komen 5k, the Savannah-Chatham Citizen’s Advocacy Meeting and the Curtis V. Cooper Health Fair. Through these observations we hoped to not only continue to gain knowledge on the culture of health as a general focus in the Savannah area but more importantly start to create a more focused lens on Healthy Savannah. We
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Know People Objectives process
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SUSAN G. KOMEN RACE FOR THE CURE
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CHATHAM-SAVANNAH CITIZEN ADVOCACY MEETING
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CURTIS V. COOPER HEALTH FAIR
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collecting data points
Locations Race for the Cure
Downtown Savannah
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The Susan G. Komen Race for the Cure started and finished around Ellis Square. The registration was conducted at the Jepson Center. The race was throughout the historic portion of town down the east side of Forsyth Park.
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To gain a better sense of how this race was being organized we decided the best route for observation would be participating. This started with signing up for the race and pledging a donation goal. After signing up online we were provided with a website to track donations and a link to share to collect donations. We shared this to social media. Since we did this within a few days of the race we missed out goal of $150 by $30. Once we got to the event we were able to pick up our registration packet and line up for the race. The race was incredibly crowded to the point that it was impossible to beginning running at the starting line. Everyone had to walk for at least the first quarter mile due to the crowds. There were many people dressed in pink costumes, both individual and
group. Some people were emotional at the start of the race. It was clear that many people were participating in memory of or in support of someone who was battling breast cancer. At the end of the race there was a gathering in Ellis Park with food, music, and information booths. We did not see Healthy Savannah present but we did find a booth for Healthcare Georgia which is the organization that has provided the grant for Healthy Savannah. It was interesting to us that Healthy Savannah had had the event listed in their calendar but did not have an obvious presence in terms of a table or booth. We will pull this observation through to our interviews with Healthy Savannah to better understand their objective with these types of events.
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1 April 18th | 8:10 am
April 18th | 8:45 am
April 18th | 9:00 am
There was a rubber breast test on the table with the health care group so people could feel one with cancer vs. one without it. This was very bizarre to see and experience.
The finish line was very energetic. There were a lot of people cheering. There was music and an announcer on the loud speaker.
There was a young 20 year old man who looked like he was in the military. There were a lot of young man running this race, with it was kind of surprising.
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collecting data points
Locations Citizen Advocacy Meeting
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The Chatham-Savannah Citizen Advocacy Meeting was held at the First Presbyterian Church of Savannah in midtown on 46th street. This is a little outside of the downtown area.
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The Advocacy meeting was held a local church. There were roughly 40 people in attendance. The offered drinks and snacks. The presentation was on skills needed for getting a job. Again, we did not see anyone from the Healthy Savannah organization and the topic was not directly related to the Healthy Savannah program. We can see how unemployment can be indirectly related to the culture of health however in terms of people being able to better afford nutritious food and being able to have positive energy to engage in physical activity. We
did not stay for the entire meeting we felt it lacked significant relevance to what we were trying to understand. We had hoped this meeting would be more focused on the culture of health. Some other people left early on in the presentation. We did not notice any younger attendees. Most of the people seemed to know each other which gave the impression that the social activist network might be somewhat of a closed loop. This observation helped us to start to think of ways to create far reaching diversity in the volunteer base for Healthy Savannah.
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April 20th | 6:00 pm
April 20th | 6:03pm
Healthy Savannah post this meeting on their website. However neither signs nor representatives were present at the meeting. (Savannah’s community building)
Speaker Lynn Breedlove was guiding the meeting talking about how “the community can help people get jobs”. However, the presence of Healthy Savannah was not there at all.
Speaker engages citizens and invites them to stand up and introduce themselves to everyone in the room. The majority of people were middle aged with no jobs
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collecting data points
Locations Curtis V. Cooper Health Fair
The Curtis V. Cooper Health Fair was held the King-Fraizer atrium building at Savannah State University. The Savannah State University is south of the downtown area of Savannah and a bit ‘off the beaten path’
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1 The Health Fair was held in the atrium at the student center which is structured as a long curved hallway. The layout made the fair feel like more of a walk through than somewhere you would stay to learn. In fact, many student were doing just that, they were walking through. This created a disruption for those people that were trying to gather information at the booths. The organizers were playing loud rap music at the front entrance. This was fairly distracting for the booths near the front. There was a mixed in terms of what the booths were representing. There were some covering diseases like diabetes and breast cancer. Others tackled abortion and unwanted pregnancy. There
were several local hospitals being represented. There was one booth that was selling an aeroponics system. The woman here educated passersby of the benefits of growing fresh food in your own backyard. She also had a lot of facts about unhealthy food options and had some examples on her table. Overall the Health Fair appeared well organized in terms of the tables but was not well attended. We did not see Healthy Savannah present and when we asked we received responses that indicated people had not heard of Healthy Savannah but had heard about the mayor’s initiative for health. This raises the question of creating awareness of the Healthy Savannah program throughout the community.
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April 22th | 12:00 pm
April 22th | 12:10 pm
April 22th | 12:05 pm
Two African Americans were creating awareness on diabetes. They gave away brochures that contained additional information for people to take away.
Nutritionist displays (by small packages) the amount of sugar drinks contain. She is able to promote a healthy living by educating people on how “Food is medicine” .
There were educating women about breast cancer. They showed women how to check themselves for cancer by using a rubber material breast.
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Shadowing
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Shadowing
Know People Objectives plan As we moved through observations we decided that shadowing should be conducted with a particular focus. We debated on what that focus should be in terms of whether it should be fitness related or food related. In the end we determined that understanding how local citizens grocery shop and what they typically buy may provide us with a better understanding of the process and how they make decisions. The plan for the grocery store shopping occurred in two phases the first of which was a less formal shadowing of users we did not approach ahead of time. This was conducted using video and pictures. We created a plan to observe people through ‘fly on the wall’ type of observation a three locations. We picked one to represent a healthy choice (Brighter Day), one to represent an unhealthy choice (Walmart) and a third to cover the ‘typical’ grocery store (Kroger). After going through this process we decided loose observation of strangers was limiting and not providing us with the full picture or details we needed. From here we picked individuals to strategic follow in a more formalized shadowing experience. We picked one healthy person who shopped exclusively at Brighter Day, one healthy person who varied their grocery shopping location and one average person who shopped typically at Kroger. This was then followed by a plan to shadow more formally with a select group of users. This was conducted using video and with two team members present. We also decided to conduct shadowing at the Healthy Savannah headquarters. We used audio, notes and sketches to capture this experience. Audio was chosen so as to keep the environment as natural as possible.
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Know People Objectives objective Our original goal with this observation and shadowing exercise was to take what we knew about observation and start to try to capture the user journey of grocery shopping. We thought it would be helpful in understanding the culture of health in Savannah to take a closer look at the nutrition piece to determine how people were approaching food in different locations. Nutritious eating is a key pillar to Healthy Savannah’s set of goals and we wanted to conduct valuable research to determine if people in this community were thinking nutritiously when food shopping.
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Know People Objectives process We decided to explore the trends related to user interest through the Interest Group Discussion Model. Our initial impression of this model is that it will provide us with a comprehensive understanding of what is trending in existing health and wellness communities.
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Grocery Shopping [Informal]
Locations • Walmart • Kroger • Brighter Day Natural Foods
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collecting data points
Locations Walmart
2 The Walmart is on highway 80 on the way to Tybee Island. There is one other walmart that is closer to the center of town.
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As we walked into the Walmart grocery store section we noticed that there were a lot of individuals in the aisles for frozen foods and dry goods. There were significantly fewer people in the produce section. Those that were in the produce section were usually with young children or families. There were several unsupervised children running around and grabbing food on their own. We attempted to shadow one elderly women. She read the labels on different products when trying to decide which to buy. She said she was doing this to find the healthier option. There were a lot of screens advertising specific products throughout the aisles. There were also price checking devices throughout the grocery section. The price checkers implied that the shoppers
at this store might be price sensitive when buying food maybe more so than at other grocery shops. We were able to gain some knowledge of the user grocery shopping journey from this experience but we did not get to experience one user going through all the steps.There was one stand with baked desserts and also a popsicle stand at the end. The popsicle stand remained void of consumers throughout the observation. We also witnessed parents helping their children learn about healthy food choices. The farmers market observation provided us with a key realization that the system of wellness is not just about fitness and nutrition but has a third key pillar of socialization and community.
April 20th | 11:11 am While scanning the difference frozen products, the lady says to herself, “where are the signs for the healthier options? Oh! They are right there!� She then walks over to the fridge with the vegetarian choices and picks up what she was looking for.
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April 20th | 9:15 pm
April 20th | 9:45 pm
A dad and his son walk into the drinks aisle. The dad and his son talk and decide what to get. He stands back and lets his boy choose the beverage. (He choose a drink that was high in sugar and dyed).
Most shoppers tend to spend more time over in dry goods and the frozen aisle instead of the vegetable aisle. They seem to know what they need or skip this section entirely. Individuals would rather buy frozen food over preparing it from scratch.
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collecting data points
Locations Kroger
2
April 19th | 3:03 pm
The Kroger is located on Gwinnett street and Habersham street. It is the only large grocery store located in the heart of town just steps away from Forsyth.
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We started our experience at Kroger by walking into the side of the grocery store with the starbucks. From here we attempted to gain an understanding of the user journey by observing a couple of specific users as they went through their grocery shopping process. We noticed several people walk through the produce section. The produce section looked picked over and empty simultaneously giving the impression of being in high demand and not. There were a lot of people crowded the aisles with the dry goods. There was also a lot of staff present
restocking the shelves. We noticed some overweight women taking their time in the chips aisle. We followed on man throughout most of his process and witnessed him decide what cough medicine to buy, what wine to buy and watch him pick up a double pack of starbursts candy. It was very challenging to following any particular individual but we were able to start to understand the grocery shopping decision making process for different individuals and also understand pain points in the process specifically with the overcrowding element.
In general the store feels extremely crowded. I had to excuse myself for bumping into people or blocking someone’s path several times. I also had to wait to maneuver through the aisles as they were being restocked.
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April 19th | 3:08 pm
April 19th | 3:12 pm
The organic food was more expensive and less picked over than the regular produce. It was all displayed in one place rather than next to it’s non-organic counterpart.
There was a young man in a hat and khakis and a t-shirt. He was trying to decide between different types of lettuce. He looked a little confused and was taking some time before deciding on butter lettuce. Maybe he wasn’t the main shopper in the house.
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collecting data points
Locations Brighter Day Natural Foods
April 18th | 11:11 am Brighter Day Natural Foods is located on Park avenue and Bull street. It is on the south side of Forsyth Park right by where the farmers market sets up.
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We conducted this observation at 1pm on a Saturday. When we first walked into the store it did not appear to crowded. Most of the customers were at the sandwich counter order a quick lunch. Few people were grocery shopping. The size of Brighter Day is significantly smaller than other stores which made it even more difficult to conduct effective ‘fly on the wall observation’. We
were able to hear one woman state that organic food was much more expensive than regular food. We also observed a man take a significant amount of time to decide was nuts he wanted to buy. Eventually he choose to buy several varieties. Observing in such a small space was difficult and the lack of grocery shopping made it hard to capture a user journey.
“Why is organic food always so expensive?”
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April 18th | 1:58 pm
April 28th | 1:52 pm
An American middle aged male in a grey shirt looks around an area of gluten free products, the candy bar, and the tea section. He does not pick up anything.
At the beans, nuts and grains section a middle aged male with grey hair was staring at the section for 10 seconds before he decided what to get. After he filled a bag, he then went to weigh it and then repeated this process 4 times but with a variety of nuts. Then he went to check out.
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Grocery Shopping [formal]
Locations • Walmart • Kroger • Brighter Day Natural Foods
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Know People Objectives objective Our goal with shadowing was to fully comprehend the user journey of grocery shopping in local grocery stores in Savannah. Since we did not accomplish this with our loose shadowing techniques we deciding to regroup and rewrite our plan for shadowing. We picked two students (one healthy and one unhealthy) and one non-student (healthy) to capture the user journey. We feel that the grocery shopping user journey is crucial in understanding peoples nutritious food choices and where they run into less than desirable options.
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collecting data points
Kim Folse Brighter Day Natural Foods
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Kim is a 31 year old graduate fibers student at SCAD. We choose to shadow Kim in her grocery shopping experience because she shops at Brighter Day exclusively and we thought she could provide some insight into someone who shops for healthy nutritious food at a Healthy Savannah partner business. We shadowed Kim on a Sunday late afternoon. Kim started off in the nuts section and spent some time deciding what to get. She eventually picks some and weighed them out. Kim them moved to the produced section where she commented on how small the peaches were and proceeded to grab three. After that, she choose some high fiber cereal and seemed to feel the need to verbally justify
her choice. In the checkout line Kim was cut off accidentally by another customer but didn’t say anything. It was especially interesting that Kim found the organic produce to be small. We also thought that her being embarrassed about buying fiber cereal shows a cultural perception of this type of cereal.We were able to hear one woman state that organic food was much more expensive than regular food. We also observed a man take a significant amount of time to decide was nuts he wanted to buy. Eventually he choose to buy several varieties. Observing in such a small space was difficult and the lack of grocery shopping made it hard to capture a user journey.
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Ali Murtaza Kroger
Ali is a 27 year old graduate student in industrial design. We choose to shadow Ali because he represented an average consumer when it came to grocery shopping. We observed Ali at Kroger on a Wednesday at 1pm. Ali started by grabbing a cart and heading straight to the bread section. He then went and picked up hummus and moved into the produce section. Here he grabbed some onions and
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peppers. After this we walked to the other side of the grocery store to pick up eggs. While he was grabbing the eggs, he mentioned that he tended to buy eggs based on which was the cheapest. After this he bought some post-its and shampoo and headed to the self checkout line. Ali’s desire to shop by price confirmed an assumption we had made about motivators for students.
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frozen chicken
User Journey
7
Protein
Kroger
Frozen Foods
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6
Seafoods
8
Dairy Products
Fruits & Vegetables
Beer
Pharmacy
Breads - Cheese Dipping
salad
Cooked Foods
oatmeal - almond butter multi-grain flat bread
Frozen Foods
Stationary
Customer Service
Checkout Area
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WC
Starbucks
Cold Foods
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4
3
10
and continued to make nutritious choices. Another take away is that she choose frozen individual chicken breasts because they were convenient and quick to cook for a meal. She didn’t like packages that had multiple pieces to be cooked because she felt the extra food would go bad before she had a chance to eat it. She also preferred individually package yogurt to the larger yogurt. We found it interesting to hear how Melinda moved from eating not healthy to eating nutritiously. She was primarily motivated by her husband and his fitness goals. She said now she really notices the impact of not sticking with her healthy diet.
Vegetables
5
Organic Producrs
Shelfs
Melinda is a 26 year old teacher in Savannah whose husband is in the army. We choose to shadow Melinda because she represented a nonstudent citizen who is very healthy in her food choices. We observed Melinda on a Wednesday at 530pm. Melinda began by grabbing a cart and heading straight into the produce section. Melinda spend a good bit of her shopping time here. She was very vocal about her choices. She highlighted buying salad greens and said she tries to eat a salad every day. She also highlighted buying pineapple because she includes them in her morning smoothies. Melinda traveled through the grocery store
bananas onion
Fruits & Vegetables
Organic Dairy
greek yogurt
green peppers
Bakery
Melinda Martinez
natural chicken
Sushi
SelfCheckout
1 12
Cart
2
Entrance
strawberry - pineapple avocado
Flower
Entrance
Exit
Check-Out
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Know People Objectives outcome Although we had to conduct two rounds of shadowing the grocery store observation provided us with three distinct user journey. From here we were able to notice some common trends in the experience especially with the two consumers at Kroger. All three of our users went to the produce section early in their shopping experience even in the case of Brighter Day which is not laid out to promote this flow. Our two student users were motivated by price and our non-student shopper did not bring it up. Every consumer tried to make some healthy choices in their shopping experience. The two Kroger users preferred to use the self check-out. In brighter day the check-out process felt more disorganized and took more time than self check-out. By knowing the flow of the grocery shopping experience we can pinpoint stages where we might have the most impact in terms of persuading users to buy more nutritious options.
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Healthy Savannah
Locations • Healthy Savannah Headquarter
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Know People Objectives objective Along with the grocery shopping shadowing plan we also wanted to begin to directly interact with Healthy Savannah and make our presence known. For this we decided it might be useful to shadow one of the employees of Healthy Savannah. This would allow us to begin to build rapport for the upcoming interviews and to get an early understanding of the day to day activities inside the Healthy Savannah.
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Know People Objectives outcome
Paula Kreissler Healthy Savannah
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Paula is 62 years old and is the Director of Healthy Living & Community Development for Healthy Savannah. We decided the best way to get in touch with Healthy Savannah would be to physically go and introduce ourselves and a request a time to schedule shadowing. We went to the headquarters of Healthy Savannah at the corner of Lincoln street and Henry street. When we walked it there was only one person in the office, Paula. After introducing ourselves and requesting a time for shadowing it was determined that it would be best to just sit and conduct the session then and there. We sat with Paula for roughly 30 minute to see what she
does for the program from the office. We recorded audio for this session and took notes. The session turned into a bit of an interview as Paula was very vocal throughout explaining in great detail what she would be working on throughout her day. Most of her time is spent going to events or sending out communication. Paula was reaching out to several people to request their presence during her evaluation of reaching the grant goals to be held in June. We closed the session by scheduling a time for interviewing since Paula’s schedule was extremely busy and she would be out of town a lot over the next couple of weeks.
This shadowing experience turned into a ‘grand tour’ of the current activities and state of Healthy Savannah.Paula provided us with answers to key questions we had been asking ourselves throughout the project thus far. She helped clarify what the objectives of the grant were and how they were achieving success or hitting roadblocks. She also clarified how they were evaluated on their targets. Paula helped shed some light on key members of the broader Healthy Savannah Network. Even though this fell out of the realm of a shadowing it was very useful in terms of general information about the program and how we could start thinking about the next stage of our primary research, interviews.
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Interviews
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Interviews
Know People Objectives plan The citizens of Savannah represent the pool of people that will help drive and will benefit from the culture of health taking root and moving forward. We view the community as being broken out into several subgroups. •
•
•
There is a group of citizens that will generally already be active participants in the community and will be simultaneously healthy, Energetic Do-Gooders. This group will be a strong target for Healthy Savannah to pursue for additional volunteer resources to move the initiative forward. The second group will be those citizens that will be directly impacted by the benefits that Healthy Savannah creates. This group can be broadly categorized as unhealthy and broken out as those who are active in the community (Lazy Activists) and those that are not (Unmotivated Residents). The final group represents healthy individuals who are not active in their local community (Active Bystanders).
For our interview plan we choose to focus on the first three. We felt a combination of these three user groups would provide us with the most general knowledge of what is currently working and would also provide us with insights on the groups that would provide the most lift if they were convinced to move into the Energetic Do-Gooders category.
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To formulate the interview plan and solidify who we would want to contact we did a user 2x2 model. This model helped us to identify key attributes of the culture of health and how it is diffused into a culture. We were able to take a focused look at the citizens of Savannah.
process • • • •
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Energetic Do-Gooders Lazy Activist Unmotivated Residents Active Bystanders
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ENERGETIC DOGOODER
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The Energetic Do-Gooders represent the segment of the population that is healthy invested in the culture of health in Savannah. They are comprised of people directly related to the Healthy Savannah program or those individuals working the culture of health through other facets while simultaneously be conscious of their own health and wellness. We hope to conduct at least five interviews with this user group to gain a strong knowledge of the culture, system and network already in place. By understanding the current state of mind, the programs in place and the people who drive the movement forward we will be able to clearly understand what else can be achieved and some potential channels for success.
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Brandon Martin Server at Collins’ Quarter Ultimate Frisbee Enthusiast and Fundraising Event Planning
“The sustainability plan is to continue to identify grants for funding, create a mobility advisory committee, establish prefered walking routes for title 10 schools and locally fund my position” - Paula Kreissler
Brent A. Brice
Interviewees
Executive Director of Georgia Bikes Studie Non-Profit Management at the University of Georgia
Debby Neel Executive Director of System Wellness at Memorial Health Nurse and long time wellness program coordinator
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Paula Kriessler Executive Director of System Wellness at Memorial Health Nurse and long time wellness program coordinator Long time health and wellness advocate with several decades of program and policy experience.
Healthy Savannah we could interview. We also set up a follow up interview to continue the conversation.interview. We also set up a follow up interview to continue the conversation.
Prior to going the interview we constructed a list of questions based on our original research plan with some minor changes. We went to the Healthy Savannah headquarters to conduct the interview with Paula. Paula had a makeshift conference room set up in the bike repair shop next to the headquarters. We conducted the interview here. We recorded audio, and took photos and notes. We scheduled 45 minutes for the interview and started with a ‘grand tour’ question. We asked for a time line of Healthy Savannah as a program and got through to events in 2011 when we had to cut the interview short due to Paula’s schedule. We didn’t move the interview in another direction because the information being provided was very useful. At the end of the interview we requested a list of events we could attend as well as contact information for a health care employee connected to
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Our first interview with Paula provided us with a thorough timeline of the lifespan of Healthy Savannah to date but left some gaps in our understanding of the current landscape. Paula agreed to meet with us a second time to round out our understanding of the current and future states of the program. We wanted to hear more about the difficulties the program was facing and also understand what the vision was for the future. Through this second interview we learned about conflict between the county and city government for moving development projects forward especially with regards to the Truman Linear Trail. We also discovered that the city plans to hire the Blue Zone consulting group to come in and give an assessment of the cities ability to turn into a Blue Zone. The Blue Zone communities are areas that imbibe lifestyle choices around the entire ecosystem of wellness to promote long healthy lives. Healthy Savannah was in a group of 30 communities in the country out of 1000 that was handpicked for assessment. The city with the continued help from Healthy Savannah is planning to take drastic measure in the next few years to move the culture of health forward in the community.
“Food policy wants affordable, nutritious, local, accessible, food and that’s kinda the keywords in our vision and mission.” –Paula K.
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LAZY ACTIVIST
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Lazy Activist inside the community represent the individuals who are truly vested in their communities across multiple agendas. They don’t necessarily find their calling in the movement of wellness but enjoy community building and giving back. These individuals also do not personally embody healthy lifestyle choices. They are passionate and active individuals in the sense that they enjoy being involved and making a difference. We hope to utilize this individuals to spread the message through their natural inclination towards giving back. Enough involvement may also create motivation for personal changes in lifestyle and a strong buy in for the cause.
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Pamela Hearst
Sue Martinez
Interviewees
Retiree in Savannah originally from New York City Career in the healthcare sector as a translator
Lizann Roberts Board of Directors, Healthy Savannah Consultant for the YMCA of Coastal Georgia
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Multi-site Cafeteria Manager at Jacob G. Smith and Haven Elementary Schools Long time school cafeteria employee and resident of Savannah
“Where we're headed is what our children are gonna be. The students over here call us the lunch room teacher because that’s what we are.We have to teach them that ya know, you don’t have to eat junk. A lot of them don’t want to eat school lunch because they think it’s nasty. We have to win them over.” -Pamela Hearst
Our interview with Pamela actually ended up being our final in the process due to scheduling difficulties. This interview ended up being a bit of an unexpected surprise. Pamela was able fill us in on the varying activities around healthy and wellness that were currently being implemented in the community. She gaves us her perspective of the movement of health and wellness and how it has infiltrated into the school system over the past two decades. Her interview ended up being rather school due to her time constraints but in the limited time we were provided with a wealth of knowledge. She informed us about a federal initiative that was required to be implemented in 2014 to provide healthy food choices. Her schools had proactively taken things a steps forward through an awareness campaign on healthy eating. They provided take home food facts and recipes. They also provided workshops for students and parents on healthy food choices. Pamela mentioned that transitioning these parts of the population over was difficult but she was proud of the fact that once they had made the shift it appeared as if they would stick with it.
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UNMOTIVATED RESIDENT
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The unmotivated residents in Savannah represent the segment of the population that is not only disconnected from the ‘active’ community but are also not practicing healthy lifestyle choices. These individuals are usually living in areas around Savannah that make transitioning to healthy lifestyle choices a near impossibility. We saw these individuals are the ‘hardest sell’ and the group that we would need to understand fully in order to generate potential solution themes for moving them closer to health and wellness.
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Edward Johns Server at Ruan Thai Restaurant Savannah Resident of 20+ years
Pimpun Thongprasit
Interviewees
Daycare and School teacher from Thailand living in Savannah 10+ years of experience in education
“A lack of options and discipline. And time too, when you in a rush you gotta grab something. You have two hours of sleep you need something fast.� -Mid 30s African-American Man outside of the Health Fair
Impromptu Interview 3 middle aged African-American males ranging from mid 30s to mid 40s Outside of the Savannah Health Fair at the Civic Center
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ACTIVE BYSTANDER
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Active Bystanders are the group of the population that embody individuals that are interested in health and wellness and strive to lead a healthy life but are not vested in spreading the word. They typically have made it a personal mission to look and feel good. They are not active in volunteering or other community building events. The Active Bystander community is the last group we were interested in pursuing because we didn’t feel as though it could provide us with a deeper understanding of the movement or provide us with a group of people that would be primed to be folded into the volunteer base.
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Barbara Patterson
Biography
Owner of MACs cleaning service in Hilton Head 30+ resident of the greater Savannah area
Jessica Thron High school teacher and tennis coach Ultimate frisbee guru
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Outcome
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Conducting interviews through formal scheduled sessions and informal conversation created a breadth of knowledge and awareness among our group. We were able to not only solidify some of our initial ideas around health and wellness throughout the community but were also about to uncover new concepts and truths. The interview process was incredible enlightening and the stage in which we as a group ended up with the most significant connection to the project. We ended up with four interviews with Energetic Do-Gooders, three with Lazy Activists, two with Unmotivated Residents and two with Active Bystanders. Although this didn’t perfectly align with our initial plan we still came away with
a new perspective. One of the common trends we noticed through the interviews is that the ability to build fitness and nutrition into someone’s existing routine is a critical piece of the adaptation stage. Common threads were strong and present throughout the interviews and we would need to move on to affinitizing to further uncover these and understand them fully.
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Affinitizing
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Affinitizing
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Objective The goal of the next stage of the research process was to process and analyze our data in a thorough exhaustive deep dive. The affinization process is organized in a way to allow our team to fully immerse ourselves in the extensive amount of data we have accumulated during the secondary and primary research process. The hope is that we will come out of this process with a thorough and complete comprehension of the culture of Healthy Savannah and what it takes for a non-profit program to shift the mindset of the community of Savannah towards health and wellness.knowledge of what is currently working and would also provide us with insights on the groups that would provide the most lift if they were convinced to move into the Energetic DoGooders category.
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During the first stage of affinitizing we laboriously went through each data point collected through research. The intent with this activity was to reread and fully comprehend the data we had collected. We attempted to cluster our data by deeper meaning for what the data point was truly representing. To get through this stage we had to take several passes on our clusters to make sure they were appropriately grouped and that no significant leaf was left unturned. We also took this time to filter out unnecessary or incomplete pieces of data to have a manageable pool of knowledge to work with. We left this stage of the process with roughly 120 data clusters.
Yellow
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After clustering every data point we then needed to name our clusters to truly represent the deeper meaning that was being represented. During this process we want to embody the voice of our users to get a close as possible to the data cluster and to what it was representing. Going through the exercise of naming these groups with statements such as “Anything new and fun and engaging will make me want to get involved and learn�, was a challenging but necessary exercise.
Blue
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We repeated the process again and tried to group of blue groups with one another and again provide a personal statement to capture the deeper meaning. This was again very challenging in that we wanted to capture the essence concisely without losing any of the data within. We managed to collected our data into 38 buckets. We came up with such statements as below: We cannot hope to eradicate childhood obesity without curriculum change and we need buy in from parents and teachers to create a partnership Understanding the components of business and the economy while building a culture of health is something we can’t ignore especially to get businesses on board.
Pink
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External forces especially those related to perceived popularity have a monumental impact on the choices I make
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The final stage of this process involved clustering our groups one more time and process keywords to identify what was find within the data grouping. Providing labels for this cluster became significantly more simple after going through the earlier steps. It became very clear what each stack of data was representing. We came up with the 10 total categories listed below:
Green
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Seamlessly Integrated Habits The Importance of the Built Environment Strategic Education to Reach the Masses A Well Organized Program Macro Cultural Trends Over Time Tip the Scales Compromise with Other Key Players The People in My Life Are Important Budget Conscious Stubbornness Blocks Wellness Emotional and Mental
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This process was rightfully arduous and allowed us to articulate and define the most important trends and insights from our data points derived from secondary research, observations, shadowing and interviews. By distilling our data into 10 green insights we have created a strong basis for moving forward into defining and refining key insights from the research phase and pushing out potential design categories and concepts.
Outcome
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Analysis • • • •
Balance Insights Design Concepts What’s Next...?
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Balance
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Depiction of Balance Below is a depiction of the core underlying mission of Healthy Savannah and the features needed for success. At the core of Healthy Savannah is a desire to strike a balance in people’s lives and in the communities where they live through the medium of health and wellness. During this process it is crucial to address the principal needs of the citizens you’re impacting. The four key features outlined below exemplify the principal needs that should be accounted for when diffusing a culture of health and wellness. Interactions with others is at the center of our lives and creating a strong sense of community can facilitate the spread of the culture of health and wellness. In order to build a vibrant community it is important to nurture connections, embrace compromise and generate supportive relationships. Our personal, professional and political relationships shape our lives and the world around
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us. Taking time to develop these connections and create a supportive network of individuals can take health and wellness into the next phase. A strong and supportive community can help push forward the motivation people need to make longstanding impactful changes in their lives. Individuals need to be motivated to make changes to their lifestyles. Individuals are often motivated to participate in activities that allow them to exert two opposing basic instincts of individual expression and a desire to belong. They achieve these by seeking out competition, following trends and aligning with their vested interests. Motivation along with well thought out structure play a key roles in eradicating old habits and sustaining new ones. Structure is an essential part of how we go through our daily
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We Need
s Enabler
port up
conn ec
compromise ns s tio
Policy Money Time Environment
Community
com p
We Need
We Need
We Need
Balance
Education
rou ti
Motivation
resources ac c
We Need
Structure
ty ibili es
ne
interest ted
trends ion ves etit
on ati
awareness co
nsion ad ap rehe p t m
routines. Without structure we wouldn’t know what side of the road to drive on or that a red light means stop. Structure can be developed through routine, resources and accessibility. With planning and organization we can create a structured environment built on health to lead people closer to a balanced life. Community, motivation and structure cannot exist without understanding through education. Education is needed to push the other features forward. Creating awareness that will lead to comprehension and eventually adaptation is how we can expect to move the culture of health and wellness into a sustainable reality. Once people have an understanding of why and how
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they might achieve balance they can begin champion the shift for themselves and for others. Healthy Savannah is moving the culture of health and wellness forward at an every increasing pace throughout the community of Savannah. Although their focus is on health the true root of what they are trying to achieve is a sustainable and well-balanced life for the citizens they serve. In order to jump start and perpetuate that balance they must address the need through nurturing a strong community, fostering motivation, building a well thought out structure and providing much need education. By perfecting these features the diffusion of a culture of health and wellness in Savannah becomes inevitable.
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• Show Me The Way • Disappering Act • Outreach to Outliers
Insights
• The More You Know • Power to The People • Follow The Leader • Mind Your Emotions • Bang For Your Buck
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SHOE ME THE WAY
Show Me The Way
Definition In the varying health and wellness environments that should promote or support people a lack of infrastructure and effective messages actually impede people from finding healthy options and making healthy choices.
Opportunity There is an opportunity to create actionable and clear messages that will ease the process of adaptation.
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“And the idea of going across the street to go to a restaurant is either laughable or suicidally dangerous because of the built environment” –Brent Buice, Executive Director of Georgia Bikes How Might We • • • • • •
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Create consistent signage with an emotional connection Generate a dialogue among the knowledge seekers Make information exchange a growing narrative Restructure built environments so that the people are the nucleus and the environment disappears behind the mission Create spaces that are conducive to maintaining existing healthy choices Create a flow of a health information, resources and tools in space that motivates healthy choices and aligns with the building narrative around wellness
People tend to spend more than five minutes trying to choose what product to buy–Observation at Kroger
“Oh, this one’s healthier”–Elderly woman in the frozen food section, Observation at Walmart
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2
DISAPPEARING ACT
Disappearing Act
Definition Once healthy choices have started to become integrated into people’s lives, they no longer feel like a chore but become a natural state of living.
Opportunity There is an opportunity to create actionable and clear messages that will ease the process of adaptation.
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HowMight Might We How We • • • • • •
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keep children on track and their motivation high by acting as role models make fitness labeling (i.e. avid biker) disappear and allow people to see natural movement as an essential part of life ease the process of cooking healthy food tie nutritious food activities and choices to physical activity promote outdoor activity and make it enjoyable shed light on the small feasible changes for food and fitness
“The more you offer the more children will keep eating because they have a variety and the parents well they just love this. They love that we offer salad”–Pamela Hearst, Multi-site Cafeteria Manager, Jacob G. Smith and Haven Elementary “I’m strictly a utilitarian city cyclist. I do not don the spandex. I have before but it’s not my scene” – Brent Buice, Executive Director of Georgia Bikes “If they make some common sense changes to their diet like just walking and biking more everyday, than they’re gonna see tremendous health payoffs”–Brent Buice, Executive Director of Georgia Bikes
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OUTREACH TO OUTLIERS
Outreach to Outliers
Definition Individuals that comprise the part of the community that is the most disconnected from health and wellness need the most assistance with shifting their lifestyles and moving into the fold.
Opportunity There is an opportunity to create services that reach the ‘hardest sell’ which will motivate and spread the adoption of wellness for the whole community.
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“Pregnancy in young woman is a big problem in GA. It raises the number of abortions through the state in the African-American population.” –Woman at the pro-life table, Observation at the Curtis V. Cooper Health Fair at Savannah State University
How Might We • •
• • • •
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bring health and wellness into the school curriculum of public schools especially in lower class neighborhoods create a holistic set of services that address negative factors that impact wellness that are outside of the obvious core of nutrition and fitness (i.e. addiction, teen pregnancy, etc.) work with local religious communities to create wellness programs and support systems within their congregations develop information campaigns that are engaging and not bothersome educate people on health and wellness through a discussion about disease create balance within the leadership representation to more closely reflect the population
“If you go to Walmart where poor people shop, you will see enormous people that are 400 pounds wearing no cloths, in hot pants and tube tops and really short shorts and stuff like that” —Sue Martinez, Savannah retiree
“I would like to see our board accurately reflect the population of the state of GA”–Brent Buice, Executive Director of Georgia Bikes
“We want to be able to reach that segment of the population. That is why we’re trying to work through the churches. We’re trying to make them aware of now they might be able to promote healthy lifestyle choices among their own communities” –Lizann Roberts, Board of Directors of Healthy Savannah “And so we’ve been doing a lot of community engagement work in ten 501 schools” –Paula Kreissler, Director of Healthy Living and Community Development for Healthy Savannah
“A friend of mine who is very involved with the farmer’s market told me that they are starting a truck that will go and be stocked with the farmer’s market food. It will drive around to different neighborhoods in Savannah to try to get access there. Sot they are kinda getting involved and educating people” –Jessica Thron, Ultimate Frisbee enthusiast
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4
THE MORE YOU KNOW
The More You Know
Definition Poorly organized promotional campaigns fall short of building awareness comprehension and pushing out adaptation to healthy lifestyles.
Opportunity There is an opportunity to build out strategic engaging educational activities which are needed to assist people with developing their awareness of health and wellness.
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“The main accomplish of version 1.0 was securing the creation of a specialty car tag that says ‘share the road’”–Brent Buice, Executive Director of Georgia Bikes
“We were sending them home with menus for middle school kids every month. So, they can choose like ‘hey imma try this, imma try that’ and that went very well”–Paula Kreissler, Director of Healthy Living and Community Development for Healthy Savannah
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create a consistent and thorough promotional campaign for health and wellness with Healthy Savannah as the central champion crete strategic and engaging activities and events that spark interest and build motivation create a blueprint for individuals to become involved with Healthy Savannah through event attendance and volunteerism create a reliable complete network of experts utilize partner relationships to create a wave of information over multiple channels provide a clear blueprint for feasible and sustainable individual health and wellness lifestyle changes.
“There are four healthy habits that we emphasize; no more than 2 hours of screen time a day, you need to be active for at least an hour a day, fill half of your plates with fruits and veggies, avoid sugary beverages, and drink more water” –Debby Neel, Executive Director of System Wellness at Memorial Health
There were a lot of organizations that sponsored the race, but there was no sign of HS. This race was promoted on the Healthy Savannah website.– Observation at the Susan G. Komen 5K Race
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POWER TO THE PEOPLE
Power To The People
Definition Strong relationships and socialization are essential for creating support networks and helping to encourage consistency and sustainability of healthy lifestyle choices.
Opportunity We have an opportunity to create an environment that allows people to engage and interact with one another to build up community support for the culture of health and wellness.
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“I mean I hang out with people from every restaurant. You’d be surprised how every knows each other”–Edward Johns, service industry employee “I love to cook in my home now. I love it. I just need an excuse so I like to invite friends to my home so I can cook for them. You get to share that”–Brandon Martin, ultimate frisbee enthusiast and service industry employee
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create events and activities that are geared towards families shift the culture of the service industry employees to incorporate health create a group support system around socialization through health and wellness for people who are not near their families create relationships between different sub communities especially focused on bridging gaps between classes create healthy competition in a variety of social groups in to order create motivation
Mostly women were running the race. Groups of people were socializing afterwards talking about the race and waiting for other people in their groups to finish– Observation at the Susan G. Komen 5K Race “I am able to stick to my healthy activities with the help of people in my network”–Blue Level Insight
“I think that when you consume things in groups there is a chemical reaction that occurs that you all share by sharing in the experience”–Brandon Martin, ultimate frisbee enthusiast and service industry employee
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FOLLOW THE LEADER
Follow The Leader
Definition Strong relationships and socialization are essential for creating support networks and helping to encourage consistency and sustainability of healthy lifestyle choices.
Opportunity We have an opportunity to create an environment that allows people to engage and interact with one another to build up community support for the culture of health and wellness.
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“So the whole foods was actually really receptive to us and they made us their charity for the month. They ended up giving us 5% of their sales for the day, which was no insignificant.”–Brent Buice, Executive Director of Georgia Bikes “We’re going to create a formal study committee. They’re going to put all the money towards looking into how do we implement and fast track this feature”–Brent Buice, Executive Director of Georgia Bikes (talking about Coastal Georgia Greenway bike trail)
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locate and motivate key leaders in the community to join the effort convince local business to get involved and provide funding pass the torch within leadership to prevent burn out develop a strategy for building out the volunteer base keep an eye to the future to prevent the movement from fizzling out
“The MPO, the metropolitan planning organization, which is based here Savannah, decides and prioritizes which projects get federal transportation funding for the Metropolitan Savannah Area”–Brent Buice, Executive Director of Georgia Bikes
“Memorial has a strong commitment to wellness and one of our strategic goals is to be a leader for wellness in our community”–Debby Neel, Executive Director of System Wellness at Memorial Health
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MIND YOUR EMOTIONS
Mind Your Emotions
Definition There is strong correlation between health and wellness and a person’s mental and emotional well being.
Opportunity We have an opportunity to maximize a person’s positive mental and emotional state by understanding the connection between wellness and a person’s internal self.
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“Leoci, Italian, that rocks my world”–Edward Johns, service industry employee “So the event is a personal memorial for Matt Kholer, who was hit and killed while biking. It also works to get media awareness and recognition about the three foot passing law”–Brent Buice, Executive Director of Georgia Bikes
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make activities that are connected to people’s sense of culture, tradition and nostalgia more healthy eradicate people’s unhealthy relationships with food and channel that energy into activity utilize testimonials of chronic disease and death in an appropriate way to motivate people to make healthier choices promote traditional activities around food and family to bring people back into balance with nutrition and supportive relationships maximize people’s appreciation for the confidence they will gain by being healthier
“For me it’s been ten years since I’ve been in a fast food restaurant. Even if I’m hungry, my brain just associates that as not even being a food option anymore”–Brandon Martin, ultimate frisbee enthusiast and service industry professional “When I walked to the pizza joint it brings back all my memories, I used to eat there everyday”–Edward Johns, service industry employee “I know you’re from Thailand and you’re from Venezuela. You both know your country has good traditions around cooking”–Sue Martinez, Savannah retiree
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BANG FOR YOUR BUCK
Bang For Your Buck
Definition People, especially those in lower classes, are concerned about their budget and their decision making is based on getting the most volume for your money rather than quality.
Opportunity We have an opportunity to provide free or inexpensive fitness and nutrition options to the citizens heavily swayed by cost.
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“So whatever I’m in the mood to eat, but like being price conscious while I’m shopping”–Edward Johns, service industry employee
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find ways to maximize existing food assistance programs to incorporate wellness bring price points of healthy and unhealthy food options closer together provide free fitness activities or events and incorporate motivation for natural movement convince low-cost local food retailers or wholesalers to incorporate healthy choices increase the local grower market to drive down the price of organic produce
“Some people view being able to buy bulk, like buying 30 boxes of a product as a success. It doesn’t matter what it is just as long as it’s a lot”–Brandon Martin, ultimate frisbee enthusiast and service industry employee “Whole Foods gives away really good bread, sweet bread. They said ‘take as much as you want’ cus it will go bad. They give it the homeless people on Sunday at Forsyth”–Edward Johns, service industry employee The ramen noodles are really cheap and they seemed really picked over. It appeared as if they were a really popular food item–Observation at Kroger
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Design Concepts
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Get Up, Get Out, Get Healthy! Healthy Savannah Approves Safewayz
Design Concepts
Savannah Farmville Savannah International Wellness Fair Recipe Rehab Farm Flip WWJE SSHF Kreissler Gallery of Wellness
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Get Up Get Out Get Healthy
The Healthy Savannah program should work towards creating a clear, concise and thorough campaign and message to drum up brand awareness and spread the message of wellness throughout the community. Active and thorough communication as well a highly organized outreach and event planning agenda could benefit the mission and bring the culture in Savannah to a new level.
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Healthy Savannah Approves
Healthy Savannah Approves will provide a rating system for food products, grocery stores, restaurants and fitness facilities. Products and locations that meet the Healthy Savannah standard for health will receive a n approval mark differentiating them from their competitors. This will building community buy in for the culture of wellness and will strengthen the partner network that already exists.
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Safewayz
Healthy Savannah can begin to motivate people throughout the community to engage in natural movement such as walking and biking as their primary means of transportation around town without having to wait for large and expensive development projects aimed at improving the built environment. By having citizens participate in creating maps related to the safest or most scenic routes. This will promote community involvement and a shift in the mindset around the car centric culture.
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Savannah Farmville Savannah Farmville will push out a mobile produce truck that will provide outreach to underprivileged areas within the community. The purpose will be to work primarily with children through cooking workshops and mini cooking competitions. The participants will be provided with a piece from a cooking or gardening kit . In order to have a full kit they will need to communicate with others from the event and set up times to continue to garden and cook healthy together. This will spread the culture of health beyond the event and will push out community building.
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Savannah International Wellness Fair
The international food fair will tackle community building, family support, awareness with children, competition and other key drivers and outcomes of a strong wellness program. Through competitions, sharing and global experiences, the international food fair will make eating healthy a full experience. If headed by Healthy Savannah it will only further strengthen the brand and create focus on the culture.
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Recipe Rehab
Recipe Rehab is a concept that can be adapated to multiple settings. It acts as way to take an existing recipe like a family favorite and transforming it to be more healthy. A registered dietrician will provide suggestions on a biweekly basis. Also, this can be taking to something like the international food fair as a provided activity.
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Farm Flip
Farm Flip will build off of a network of volunteers to help rehab someones back or front yard. They will have the option to determine what timeline would work for them. Flipping unused yard space into a garden or a farm can save and even generate money. It can act to education, motivate and create confidence.
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WWJE What Would Jesus Eat
What Would Jesus Do is a service offering with branded wearables. It is aimed at drumming up buy in from potential leaders in the religious communities. There are sections of the bible that talk about foods to eat. Understanding what foods were being eaten and how they impacted health might push out fitness into the church community.
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SSHF
The Savannah Student Health Forum will create leaders for the future by connecting high school and college students throughout the community to open a dialogue about the culture of health and wellness and the state of affairs in Savannah. They will have an opportunity to engage in volunteer efforts aimed at improving wellness. .
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Kreissler Gallery of Wellness
The Kreissler Gallery of Wellness will act as a space where local artists can showcase work related to healthy living. Special exhibits will show work from local elementary schools that participate in creating works of art related to being healhty.
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WHAT’S NEXT...?
Sharing Knowledge with Healthy Savannah
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Implementing Ideas
Spreading the Word
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Taking a deep dive into the data collected from secondary and primary research efforts help clarify for us the key drivers and outcomes related to the culture of health moving forward both at a macro level and more locally in Savannah. Healthy Savannah has worked diligently and with considerable success a program whose aim is to improve the health of the citizens in the community. However, it still has much room for improvement and growth to ensure it reaches it’s maximum potential and remains an active part of the Savannah scene. The insights we pulled led us into the design concept phase where we could start to see trends across user groups in terms of what need to be addressed and why. The goal going forward would be to take these insights and potential design ideas into the implementation stage.
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Barbara patterson Brandon martin Brent A. Buice Debby Neel Jessica Thron John R. Bennett Pamela Hearst Paula Kreissler Pimpun Thongprasit Sue Martinez
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Athens-Clarke County. (n.d.). Retrieved May 28, 2015, from https://www.georgiabikes.org/index.php/resources/tourism/ bicycle-friendly-communities-in-ga#savannah A brief timeline shows how we’re gluttons for diet fads(n.d.). Retrieved May 28, 2015, from http://www.latimes.com/health/ la-he-diet-timeline-20150228-story.html Agriculture Fact Book. (n.d.). Washington, D.C.: Office of Communications, U.S. Dept. of Agriculture (USDA). ACSM’s Health & Fitness Journal. (n.d.). Retrieved May 28, 2015, from http://journals.lww.com/acsm-healthfitness/pages/ currenttoc.aspx BiS Profile: Paula Kreissler, YMCA of Coastal Georgia. (2015, March 16). Retrieved May 28, 2015, from http://businessinsavannah. com/bis/2015-03-16/bis-profile-paula-kreissler-ymca-coastal-georga Bicycle friendly, officially. (n.d.). Retrieved May 28, 2015, from http://www.connectsavannah.com/savannah/bicycle-friendlyofficially/Content?oid=2307448 CCSD Wellness Initiative. (n.d.). Retrieved May 28, 2015, from http://www.ccsdschools.com/StrategyPlanningPartnerships/ CommunityOutreach/Wellness/index.php Campbell, T., & Campbell, T. (2005). The China study: The most comprehensive study of nutrition ever conducted and the startling implications for diet, weight loss and long-term health. Dallas, Tex.: BenBella Books. Data and Statistics. (2015, March 27). Retrieved May 28, 2015, from http://www.cdc.gov/nutrition/professionals/data/index. html Depression (major depressive disorder). (n.d.). Retrieved May 28, 2015, from http://www.mayoclinic.org/diseases-conditions/ depression/in-depth/depression-and-exercise/art-20046495 Fitness Trends (n.d.). Retrieved May 28, 2015, from http://www.huffingtonpost.com/news/fitness-trends Getting to know you: Healthy Savannah. (n.d.). Retrieved May 28, 2015, from http://www.connectsavannah.com/savannah/ getting-to-know-you-healthy-savannah/Content?oid=2482068 Healthy Savannah. (n.d.). Retrieved May 28, 2015, from http://healthysavannah.org/blog-archives/ Healthy Savannah receives grant, targets childhood obesity. (n.d.). Retrieved May 28,2015, from http://savannahnow.com/
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news/2014-07-31/healthy-savannah-receives-grant-targets-childhood-obesity Healthy Savannah receives grant, targets childhood obesity. (n.d.). Retrieved May 28, 2015, from http://savannahnow.com/ news/2014-07-31/healthy-savannah-receives-grant-targets-childhood-obesity Health Reform Implementation Timeline. (n.d.). Retrieved May 28, 2015, from http://kff.org/interactive/implementationtimeline/ Human Resource Center. (n.d.). Retrieved May 28, 2015, from http://www.denvergov.org/EmployeeResources/Wellness/ ProgramsandServices/tabid/432532/Default.aspx Investing in Healthier Communities. (2014, October 29). Retrieved May 28, 2015, from http://www.cdc.gov/nccdphp/dch/ programs/communitytransformation/ Mattke, S., & Liu, H. (n.d.). Workplace wellness programs study: Final report. National Prevention Strategy: America’s Plan for Better Health and Wellness. (n.d.). PsycEXTRA Dataset. Reason Behind Increasing Food Allergies Discovered. (n.d.). Retrieved May 28, 2015, from http://www.kcet.org/living/food/ food-rant/reason-behind-increasing-food-allergies-discovered.html Savannah Smoke-Free Ordinance Improves Indoor Air Quality. (n.d.). Retrieved May 28, 2015, from http://dph.georgia.gov/blog/2013-09-05/savannah-smoke-free-ordinance-improves-indoor-air-quality Smoke-free in Savannah: Good for Health and Good for Business. (n.d.). Retrieved May 28, 2015, from http://dph.georgia. gov/blog/2015-02-16/smoke-free-savannah-good-health-and-good-business Smoke free air ordinance takes effect in Pooler. (n.d.). Retrieved May 28, 2015, from http://www.wtoc.com/story/27745871/ smoke-free-air-ordinance-takes-effect-in-pooler Savannah’s Bicycle-Friendly Facts. (n.d.). Retrieved May 28, 2015, from http://www.iradavidspedalamerica.com/joomla/ index.php/savannah Significant Dates in U.S. Food and Drug Law History. (n.d.). Retrieved May 28, 2015, from http://www.fda.gov/AboutFDA/ WhatWeDo/History/Milestones/ucm128305.htm Ten Types of Innovation: The Discipline of Building Breakthroughs. (n.d.). Retrieved May 28, 2015, from https://www.doblin. com/tentypes/ Tag Archives: Fat Sick and Nearly Dead. (n.d.). Retrieved May 28, 2015, from https://elizabethengstrom.wordpress.com/tag/ fat-sick-and-nearly-dead/ US organic food market to grow 14% from 2013-18. (n.d.). Retrieved May 28, 2015, from http://www.foodnavigator-usa. com/Markets/US-organic-food-market-to-grow-14-from-2013-18 Weighing the Impact of ‘Super Size Me’ (2004, June 29). Retrieved May 28, 2015, from http://www.alternet.org/story/19059/ weighing_the_impact_of_‘super_size_me’ timeline of fad diets Wellness-Healthy Connections. (n.d.). Retrieved May 28, 2015, from https://austintexas.gov/department/wellness-healthyconnections Your Company Wants to Make You Healthy. (n.d.). Retrieved May 28, 2015, from http://www.wsj.com/articles/SB100014241 27887323393304578360252284151378
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