OVATION Winning Entries Booklet 2005 The OVATION Awards Winning Entries booklet is not only a permanent record of the achievements of the chapter’s 2005 OVATION Awards, but a testament to the innovation and creativity accomplished in the field of communications. The OVATION Awards Winning Entries booklet is truly the most up-to-date Canadian “best practice” manual available. It’s a great tool to use to develop future award submissions as well as to learn from some of the best communicators in the GTA. The 10 categories represented this year include: • Community relations • Audiovisual • Publications • Other Graphic Design • Media Relations • Marketing Communications • Special Events • Issues Management • Employee Communications • Economic, Social, Environmental/Third World Development Division 1 Communications Management Community Relations Award of Excellence Childhood Obesity Campaign 1 Award of Merit 2004 West Nile Virus Public Education Campaign 7 Media Relations Award of Excellence Think Fast: Uncovering Nike’s Need for Speed 10 Award of Excellence Master and Commander: The Far Side of the World – Harbour Battle and DVD Launch 13 Award of Excellence Hallmark ‘Puckers Up’ for Valentine’s Day 16 Award of Merit SFP and Canadian Business Magazine: The Branding Survey 24 Award of Merit Be Brilliant: John Frieda Launches Brilliant Brunette 26 Award of Merit Turkey Timing: Making Butterball Stand Out In A Crowd 28 Award of Merit The Secret Life of Sets: Set Decorators at Work Exhibition at the CN Tower 31 Award of Merit It’s a Family Reunion: Come Celebrate 75 Years of Strub’s Family Tradition! 35 Award of Merit Hilary Duff: Stuff by Hilary Duff at Zellers Launch 40 Award of Merit New mike’s light – 1 carb/76 calories 42 Award of Merit Puretracks VoteMusic!: Who should run the stereo at 24 Sussex Drive? 45 Award of Merit The Peter Pan DVD Launch 49 Marketing Communications Award of Excellence Smoke-Free Bars Campaign 52 Award of Merit Saving Hill’s Absinth in Ontario 57 Special Events Award of Excellence Celebrating 50 Years of Innovation 60 Issues Management Award of Merit Secondary School Crisis Communication 64 Employee/Member Communications Award of Excellence ART Eh? 68 Award of Excellence Celebrating Anniversary Week 72 Economic, Social and Environmental/Third World Development Award of Excellence Bullying Awareness Week 2004 76 Division 2 Communications Skills Audiovisual Award of Excellence LCBO (Workplace Hazardous Materials Information System) Training Program 80 Award of Merit Inside Outsourcing 82 Award of Merit Cancer Research: Finding Answers, Giving Hope 85 Award of Merit Bullying Awareness Week 2004 PSAs and On-Air Promos 87 Publications Award of Excellence Edge – Research, Scholarship & Innovation at the University of Toronto 90 Award of Merit Toronto Rehab magazine 92 Award of Merit Westinghouse / Siemens Westinghouse – 100 Years in Canada 95 Division 3 Communication Creative Other Graphic Design Award of Merit COMRIF Brand Identity Campaign 97 1 Entrant’s Name Janet Eagleson Organization’s Name Regional Municipality of Peel – Peel Health Division/Category Communication Management, Category One: Community Relations Time Period of Project September 2002 to Current Entry Title Childhood Obesity Peel Health utilized extensive qualitative and quantitative data to develop a strategic framework that reframed its physical activity, nutrition and body image programs into a combined approach for the prevention of childhood obesity. This opportunistic realignment allowed Peel Health to capitalize on the growing debate about obesity in society and the media. The framework includes four core components: research/evaluation; social marketing; nodal events; and community interventions. As part of the framework, a multi-phased social marketing campaign was designed to raise awareness of and then change behaviours on issues related to childhood obesity. Evaluation of the project’s first three years has shown that while overall awareness has increased, the target audience has not initiated any significant efforts to improve their children’s eating habits and physical activity levels. Based on this feedback, Peel Health has extended the behaviour change phase of the project to allow the audience to build the confidence and skills to effect real change. BUSINESS NEED/OPPORTUNITY Canadian children are becoming overweight and obese at an alarming rate. ‘Stop supersizing our kids!’ has become a national – and international – refrain over the last few years due in large part to society’s media machine. The issue has drama and tension, and makes perfect fodder for reporters and newscasters everywhere. At every turn, we see and hear alarming messages about the volumes our children eat, the food choices they make (and the food we give them), the physical activity they don’t do and the hours of screen time – TV, computers and video games – they watch. Is the issue real or is it a construct created by the media? The truth is sometimes hard to hear. Between 1981 and 1996 – a span of only 15 years – the prevalence of overweight1 children aged seven to 13 more than doubled while the prevalence of obesity2 in the same age group tripled. Physical activity in youth is in serious decline. While more three-quarters of Grade six girls exercised two or more times outside of school in 1990, only a shade more than half reported they did the same just eight years later. In those same eight short years, the number of Grade six boys eating fruits and vegetables dropped from just over three-quarters to barely two-thirds. The problem is real and it is expanding… very quickly. Our fast-paced lives mean less time for sit-down meals. We’ve fallen in love with sweetened beverages, super-sized portions and drive-thrus. We drive everywhere, even to the corner store, and our passion for Web surfing, TV and PS2 seems to grow exponentially with each passing moment. And on a parallel course, we’ve grown more and more obsessed with how we look, with how big our backsides are and how thin we can become. So what can be done? Parents, guardians and concerned citizens have begun to recognize the sheer scope of the issue but were paralyzed by their lack of knowledge about what to do to stop this runaway train. Enter Peel Health, the local public health organization in Brampton, Caledon and Mississauga. Peel Health decided to seize the market opportunity to both raise awareness of and activate parents and guardians on childhood obesity. It recognized the issue was a complex web of food choices, physical activity levels, role modelling and the oft-forgotten but all-important self-esteem and body image issues. It needed a thought-provoking, targeted media/education campaign combined with an integrated program framework that would facilitate dialogue with and among parents and guardians without causing defensiveness, erecting barriers and provoking anger and rejection. After all, society is quick to point fingers of blame toward someone or something, and for many, parents and guardians would be easy and convenient targets. INTENDED AUDIENCE Primary – Parents/guardians of school-age children3 GOALS/OBJECTIVES 1. Develop a strategic framework that integrates primary and secondary research; education and social marketing; nodal events; and community interventions to raise awareness of and change attitudes toward childhood obesity and its causes. 1 A child is overweight if their Body Mass Index (BMI) is greater than the 85th percentile for their age. 2 A child is obese if their BMI is greater than the 95th percentile for their age. 3 Approximately 250,000 of Peel’s more than one million population are school-age children. 2 2. Develop a three-phase social marketing/communications campaign, including audience segmentation, creative development (and execution), and formal evaluation, on childhood obesity. Within this objective, there were several quantifiable sub-objectives: i. Increase parent/guardian awareness of obesity, nutrition and exercise by 10 per cent (over pre- campaign values) ii. Increase the percentage of Peel parents/guardians who have made deliberate efforts to improve their child’s eating habits and physical activity levels by 10 per cent iii. Increase the level of awareness of the Region of Peel as a key provider of community-based expertise on health issues such as childhood obesity. 3. Develop and conduct quantitative baseline research on parental attitudes toward obesity, physical fitness, nutrition and body image to provide pre-campaign benchmarks for sub-objectives identified in objective two (above). 4. Develop and launch a peer-evaluated Web site that is audience-centric. Monitor effectiveness of site’s content by evaluating both the number of page views on the site and the duration of time users spent on each page. Be prepared to make immediate adjustments to the site and its content based on this assessment. SOLUTION OVERVIEW In 2002, Peel Health realigned its program direction in its Healthy Eating and Physical Activity portfolio to capitalize on the emerging trend of childhood obesity. All of the specific risk factors associated with childhood obesity already had programs attached to them; however, Peel Health recognized the opportunity was ripe to realign, repackage and position itself under the framework of the more media-trendy umbrella of childhood obesity. Peel’s Medical Officer of Health seized the occasion and identified childhood obesity – specifically that of school-age children – as a key priority for the department and specific monies were allocated in the budget for a long-term solution on the issue. A strategic framework for the prevention of childhood obesity was created to help direct all future activity on the issue. Soon thereafter, additional secondary research on the trends and issues was conducted by internal staff. Work on a Request for Proposal (RFP) for a three-year communications strategy/social marketing approach on childhood obesity was immediately undertaken. By mid 2003, the RFP was awarded to Fingerprint Communications of Toronto, and work toward a Spring 2004 launch began.