The do CampaignCarolyn Link, M.P.H., R.N., Blue Cross

Joe Loveland, Loveland Communications

July 20, 2006

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do Overview

Who is do? Why is do? What is do? How is do doing?

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Thank you to our colleagues

Christine Davis Jill Chamberlain Amy Lyons-Sayers Michael Huber Katherine Bass Karen Lyons

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Blue Cross and Blue Shield of Minnesota

An independent licensee of BCBSA Began in 1933 with unique enabling legislation

to “promote a wider, more economical and timely availability of health services for the people of Minnesota”

Our purpose: To make a healthy difference in people’s lives

Membership: 2.7 million members, > 1.5 million in Minnesota

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Blue Cross + State of Minnesota Litigation v. Tobacco Industry

1994: Suit filed by Blue Cross and the State of Minnesota against tobacco companies.

Grounds: Industry deliberately deceived consumers about health risks, resulting in higher health care costs

January 1998: Trial begins in St. Paul May 1998: Settlement reached just before the

case was to go to the jury

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Blue Cross’ “A Healthier Minnesota” plan

Community Clinics $30 MM Contribution to MCHA $70 MM Individual distributions $30 MM Group distributions $41 MM

(less attorneys’ fees)

Prevention Minnesota $241 MM

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Prevention Minnesota

Blue Cross’ long-term initiative to tackle preventable heart disease and cancers by addressing their root causes—tobacco use, physical inactivity, and unhealthy eating

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Physical Activity Outcome

Increase from 49% to 75% the proportion of adult Minnesotans who meet or exceed 30 min of moderate physical activity 5 or more days per week.

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Why?

Physical inactivity contributes to heart disease, hypertension, type 2 diabetes, colon cancer, stroke, osteoporosis, depression, breast cancer, falls among the elderly

Minnesota spent $495 million (in 2002) for treating diseases and conditions that could have been avoided if all Minnesotans were moderately active.

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What Do We Do About It?

Change personal and community norms– Make activity fun, not drudgery– Make activity approachable, not foreboding– Make activity top-of-mind, not an after-thought– Make activity be for today, not “some day”

One efficient way to change norms is mass media

Complimentary strategies also needed– Public policy advocacy, community outreach, communities of

color outreach, business outreach, physician outreach, infrastructure improvements

• see preventionminnesota.com for our community funding opportunities!

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What’s Our Approach?

Ultimate

Objective

Increase number of people who are moderately physically

active 30 minutes per day, 5 days per week on a regular

basis.

Interim Objective Increase belief that taking even small steps to inject more

physical activity into daily routines will improve health.

Audience Adults ages 30-64 statewide who are not achieving the

physical activity goal (stated above).

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What’s Our Approach?

Strategy Persuade target audience that physical activity is:

- Fun, not drudgery

- Approachable, not intimidating

- Top-of-mind, not something that can be denied

- Today, not “some day”

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Messengers Blue Cross Blue Shield of Minnesota (BCBSM)

American Heart Association

Do brand

Logoing Approach Lead with “Do” brand. Apply BCBSM and AHA logos on TV, radio,

newspaper, collateral, web, PR. On PODP’s and all guerilla

applications. On outdoor ads, only the Do logo is used to avoid

clutter and confusion.

What’s Our Approach?

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Where Has It Been?

Piloted in Duluth and Brooklyn Center in 2004 Evaluated in 2004 (survey and individual interviews) Expanded to Twin Cities, St. Cloud, Mankato and

Rochester in 2005-2006

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Television

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Community Involvement

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Point of Decision Prompts (PODPs)

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Billboards

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Billboards

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Print Ads

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do Crew

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At Work

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Transit

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Guerilla

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Public Relations

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On the Web

www.do-groove.com– learn about the campaign– view and download TV

commercials– order free PODPs– order do-branded items (at cost)

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How Is It Going?

Survey done in Fall 2005 by SNG research 800 interviews in Metro area (400), St. Cloud (200) and

Duluth (200) Numbers cited here are for metro area citizens, unless

otherwise noted.

In addition to this market research large-scale baseline and follow up surveys monitor changes in physical activity behavior

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How Is It Going?

Most At Least Know Activity Floor. Only 15% of metro citizens say they need less than 30 minutes of moderate activity per day.

Most Say They Achieve 30 minutes. One-third report they are active less than 30 minutes per day.

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How Is It Going?

Unaided Awareness. About 15% named “Do” or “groove” tagline. About half named something that was connected to a Do ad.

Aided Awareness. 43% recalled messages “focused on the word Do?” (65% in Duluth.)

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How Is It Going?

TV Is the Workhorse. Most see messages via TV (60%), billboards (37%) and bus sides and shelters (22%).– Billboards stronger in Duluth and St. Cloud.

Dumbbells TV Ad Best Recall. Among TV ads, “Dumbbells” had best aided recall (41% v. 33% for “Dancing Man”)

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How Is It Going?

Do Enters Consciousness. 42% claimed messages “made them think” about the need to be more active. 30% said it didn’t. 26% were in the middle or didn’t know.

Do Credited By A Few For Activity. About 9% said messages got them more active (18% in Duluth). 42% said it didn’t. 30% were in the middle or didn’t know.

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How Is It Going?

Do is Popular With Most. By a 4-to-1 margin, most viewed it positively (61% favorable v. 15% unfavorable). – St. Cloud 5-to-1, Duluth 7-to-1.

Little Criticism. Eight in ten felt “too preachy” and “irritating” did not describe the campaign.

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How Is It Going?

Beyond Ads, Buzz. About one in five respondents said the campaign had come up in conversation. (One in three in Duluth).

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Where Are We Going?

Just expanded into Rochester.

Searching for a new agency.

New creative will:

– Retain current tone and personality, and strategy.

– Get more active in media suited for statewide coverage, such as TV.

– Focus more on activities that take at least 10 minutes and get heart rate up, and less on “slacktivities.”