OSU Moore Family Center Healthy Communities Outreach Project Regions 8 and 12

Oregon Whole Grain Hero Video Campaign Promoting Healthy Eating with Whole Grains on the Oregon Coast & Beyond

Sandra Carlson, Mandy Hatfield, Rose Jepson-Sullivan, Jenny Rudolph

STORYBOARDS

Video Shoot Simple, how to cooking videos

Phase 1: DEVELOPMENT Project Objectives To develop simple cooking videos featuring local families making whole grain recipes together: • Empower families to prepare meals with whole grains; • Show fun, easy ways kids can help in the kitchen; • Model family meal time and physical activity; and • Increase visits to the foodhero.org website in the targeted region.

Summary of Formative Focus Groups: • Participants noted that they were interested in cooking with whole grains and a few did not because they

were unsure of how to use whole grains; • Women indicated that they use YouTube to learn how to make a specific dish or learn a cooking technique; • Emphasized keeping the videos short and to the point; • Were interested in videos that their children would find engaging.

Recruitment: • Focused on families in SNAP-Ed and 4-H Programs with goal of representing regional diversity.

Phase 2: PRODUCTION Six videos were filmed in two days featuring Food Hero recipes and grains: • Corn Pancakes featuring cornmeal; • My Personal Pizza featuring whole wheat bread; • Overnight Oatmeal featuring oats; • Whole Wheat Blueberry Muffins featuring whole wheat flour; • Rice Bowl Southwestern Style featuring brown rice; and • Pasta Salad featuring whole wheat pasta.

Video Talent: • Ten adults and 18 youth were featured and • Eight different families from six counties in the regions.

OSU Extension Service Faculty in the North Coast and Southwest regions teamed up with the Oregon SNAP-Ed Food Hero team to create the

Oregon Whole Grain Hero Video Campaign. This project aims to build upon the success of the SNAP-Ed Food Hero social marketing campaign by creating six short videos depicting local families making healthy recipes together that feature whole grains. The videos will be shown at local movie theaters

in seven counties in Oregon, will be linked to web banner ads, and will be hosted on the FoodHero.org website which had nearly 327,000 visits in 2013.

Phase 3: DISSEMINATION & EVALUATION Movie Theater Campaign: • 30 second commercial shown in seven movie theaters – before every movie and on lobby

screens from June 12 to August 6, 2015; • Total of 65 auditoriums with estimated reach of 537,000 people; and • Evaluation will track visits to foodhero.org and compare to previous months.

Web Banner Ads: • Pre-roll video plus in-page banners linking to the Food Hero website; • 700,000 estimated impressions; and • Evaluation will track click-through and mute rates and compare to industry standards

Storyboards developed by Oliver Day, OSU Interactive Communications

Oregon Movie Theater Locations