Bay Area Nutrition Physical Activity Collaborative

CASE STUDY

STRATEGIC PARTNERS

HILL & COMPANY COMMUNICATIONS, ALAMEDA, CA

INTRODUCTION

MyGroove Design, Inc. had the opportunity to work on one of Alameda County's most successful branded initiatives, "Soda Free Summer." This campaign used a variety of brand strategies, including Influencer Marketing, Content Marketing, Experiential Branding, Data Analytics, and Visual Storytelling, to change behavior and reduce soda consumption.

OBJECTIVE

To change behavior and reduce soda consumption, we used a combination of Influencer Marketing, Content Marketing, Experiential Branding, and Data Analytics. We also made certain that the website was both desktop and mobile friendly, so that people could easily find campaign information and resources.

SOLUTION

Adults, children, and families were targeted during the program development phase, with a focus on the Latino and African-American communities. We created an experiential, digital media, and social marketing campaign to reduce soda consumption, which included interactive events, tracking logs, information on healthier alternatives, and fun incentives such as wristbands, stickers, and temporary tattoos. The results were astounding, with 78% of county residents recalling the campaign and 72% reporting a change in health behavior. Furthermore, 43 percent of respondents reported drinking less soda than they did before the campaign began.

We expanded our reach to five more Bay Area counties as the campaign gained traction: Contra Costa, Marin, San Francisco, San Mateo, and Santa Clara. It even gained national recognition, and was adopted by many county public health departments throughout the United States. This was made possible by additional funding from Kaiser Permanente, Health Trust of Silicon Valley, Shape Up San Francisco, The California Endowment, and the Alameda County Public Health Department. We continued to coordinate the expansion through the Bay Area Nutrition and Physical Activity Collaborative (BANPAC) and distributed Rethink Your Drink materials through California Nutrition Network regions.

The "Drink Water, Said the Otter" activity books were a huge hit with young children and helped to spread the campaign's message even further. We also continued to use social media channels to reach even more people, and even held a YouTube Video Contest to encourage creativity and campaign engagement.

RESULTS

Overall, the "Soda Free Summer" campaign was a game changer in the field of public health. It not only helped to reduce soda consumption in Alameda County, but it also had a ripple effect, inspiring people all over the country to reconsider their beverage choices. MyGroove Design, Inc. was able to make a significant impact on the health and well-being of communities across the country, and it continues to be a shining example of the power of innovative branding and design strategies.