Loud and Local:

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Loud and Local Effective Communication
Strategies
Presented by Mary McFadden, BS Supervising
Public Health Educator Ann Lomonaco, BS Public
Health Educator Broome County Health
Department Binghamton, NY
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Goals

• Participants will be able to develop an effective
  broad reaching health messaging plan
• Participants will be able to identify at least
  three strategies for developing successful
  collaborations with potential media,
  communications partners

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Partnerships

• "Together we achieve more".

• Television
• Radio
• Newspaper
• Website
• Local Sports Teams

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• There is great potential for the advertising,
  media and entertainment industries to positively
  portray healthful eating and regular physical
  activity, and thereby help to change social norms
  about childhood obesity
• Institute of Medicine Preventing Childhood
  Obesity

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TV Stations

• Steps to HealthierNY weekly news series

• 1 TV station
• CBS affiliate
• Viewership for Steps only 328,000 age 18 per
  week
• Action News 3 times a week

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TV Stations continued

• Wheres Wilmarth Walking?
• ABC Affiliate
• Alan Wilmarth, a 50 year old hospital
  administrator, joined BC Walks as part of a
  worksite initiative, lost 60 pounds, cut his
  cholesterol medicine in half and stopped taking
  blood pressure medication. "Where's Wilmarth"
  showcases volunteer Alan throughout Broome County
  (anywhere and in any kind of weather) engaging in
  walking with different local celebrities.
•  Viewership 13 for news and 75.3 for our full
  media buy
• Weekly reports

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Radio

• Listening audience Reaches 75 of Broome
  County Population
• 6 radio stations various demographics
• Walking Weather reports- Sustained Activity

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Newspaper In Education

• a cooperative effort between area businesses,
  school districts and the Press Sun Bulletin to
  bring the newspaper into the classroom.
• newspapers are used as a part of the curriculum
  becoming
• "a living textbook
• provides newspapers to area Elementary Schools,
  Middle Schools, High Schools and Colleges at a
  reduced rate. These newspapers, along with
  curriculum guides help educators effectively
  utilize the material in the newspaper on a daily
  basis.

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Newspaper in Education continued

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Sports Teams

• American Hockey League
• Walk with Max on the Arena concourse during
  intermission
• Commercials before each period
• Steps flag presentation

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Sports Teams continued

• Minor league baseball team
• Walk this Way with the B-Mets
• Walk and Roll Week
• Billboard
• Bicentennial Human Flag

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Loud and Local

www.broomesteps.org
Broome County Information Technology Managed
Website 100 inkind
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Loud and Local

Steps Leading to Earned Media
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Loud and Local

• Results
• According to the latest Broome County Steps
  Behavior Risk Factor Surveillance Survey
  Respondents were asked Have you heard of the
  Steps to a HealthierNY Program? 61 of
  respondents said yes.
• Inkind/Value Added media dollars over 100,000