Activate Omaha Kids Strategic Plan Template December 27, 2007 Plank: Physical Activity Plank
Point of Contact: Jennifer White Background Summary: 1 The social, mental, and physical benefits of regular physical activity for all people, including youth, is well
documented. However, for a variety of reasons, youth are simply not active enough. According to the Youth Risk Behavior Survey, 33% of children in 2003 did not participate in at least 20 minutes of vigorous activity on three or more of the past 7 days and did not participate in 30 minutes of moderate intensity activity for previous 5 or more of the past 7 days. During this same year, 11% of children did not participate in any PA. In Nebraska, only 36% of students in grades 9-12 participate in one hour of physical activity each day. In order to begin to change the health and physical activity behaviors in youth the Center for Disease Control (CDC) funded a commercial marketing campaign. The VERB social marketing campaign targeted many communities (9) in high doses to increase physical activity in children and tweens (9-13 years). This social marketing campaign was successful in changing behaviors and although it is no longer funded, the VERB slogan is still known and used in many communities. Omaha needs a broad social marketing campaign that targets children. Currently, Activate Omaha is a nonprofit that exists to create awareness, advocacy and excitement about activity and the importance of designing the Omaha community for active lifestyles. In previous years Activate Omaha has had a photo contest in which community members submitted pictures they had taken of people in their community being active. These pictures were displayed at local Division of Motor Vehicle sites. This already existing social marketing campaign is an opportunity to increase awareness about the need and value of physical activity for the children in our community.
Goal #1 INCREASE THE NUMBER OF CHILDREN WHO PARTICIPATE IN ONE HOUR OF PHYSICAL ACTIVITY EACH DAY 1. (A) Objective: By 20 11, launch a social marketing campaign to increase awareness for the need and value of physical activity throughout the community. 1. (B) Action Steps – Year 1 – Photo contest building upon Activate Omaha campaign. 1. Year 2 – TBD Who? (Who will perform the action steps? Partners?) EM space; Activate Omaha When? (When will the step be accomplished? Timeline?) Accomplished How? (How will the step be accomplished? Method? Resources?) Needs?) Staff for coordination, management of entries and selection (Graduate Student part time hourly - $12 x 20-40 hours per week = $240 - $480 per week) Concept Planning (Emspace) $1000 Coordination & Design (Emspace) $2700 Printing ($3500) Framing & Installation costs ($4000) Cameras for children (??? Costs) Materials to school (??? Costs)
What? (What steps are necessary?) 1. Find partners for school based photo contest
2.
ID procedures/criteria
Activate Omaha
December 2007
3.
Get schools involved
4.
Evaluate success and plan year 2 campaign
Schools Photo display partners Coordinator – Tammie Dodge; AO Activate Omaha ; ??
January (schools) 2008 February/March (where photos will be placed) 2008
UNO Graduate student hourly (cost approximated in #1 above)
1. (C) Measures of Success What? (What are the measures of success?) 1. 2. Number of pictures/submissions Number of partners Staff (schools, display, locations) MSR group (do surveys) Webmaster (# website hits) Who? (Who will measure?) When? (When will the measurements occur?) Pre launch and post testing # hits to AOK site, AOK site Prelaunch and post launch Post—count # pics/submissions, partners, locations, schools, other sponsors How? (How will this be accomplished? Method? Resource Needs?) Full set of Gyclees – 15 photos UNO Graduate student hourly (cost approximated in #1 above) Staff to monitor use of internet UNO Graduate student hourly (cost approximated in #1 above) Monitor Staff -UNO Graduate student hourly (cost approximated in #1 above)
3.
Public impact - # of hits on AOK site (via telephone survey) - # who contact AOK, how often/how many fliers replenished