Matthew Grossman | @DisneyEMEAComms Vice President, Communications & Citizenship, EMEA Disney

New  Tac(cs  in  Contextual  Promo(on  of  Healthy  Lifestyles

#SB15London

1

Disney’s Healthy Living Commitment

“THE WALT DISNEY COMPANY BELIEVES IN INSPIRING BETTER TOMORROWS”

ACT RESPONSIBLY

STRENGTHEN COMMUNITY LIVE HEALTHIER CONSERVE

NATURE THINK

CREATIVELY

2006

US & EMEA: Nutritional Guidelines,

exit McDonald’s relationship

2010 Magic of Healthy

Living Launched

v EMEA following US lead, developing best fit integrated programme for local markets.

Healthy Living is one of the ways Corporate Citizenship has established Disney as the “most admired company” for social responsibility in Forbes’ 2014 report.

THE

STOR

Y SO

FAR

. . .

2012 US: Promotional

Guidelines Implemented

2015 EMEA: Revised Food Guidelines released

2013

US: Mickey check expanded

& advertising guidelines announced EMEA: Promotional

guidelines implemented

Every day Disney inspires families through storytelling, imagination, fun and play, and we continue to offer families more and more ways to help them flourish and live well.

VISION

“EATING GREENS IS A SPECIAL TREAT. IT MAKES LONG EARS AND GREAT BIG FEET”

DISN

EY’S

HEA

LTHY

LIVI

NG

COMM

ITMEN

T

PARENTS Want healthy, happy kids.

Want to give them food,

activities and experiences that are

good for them.

Trust Disney to make this easy and fun.

GOOD FOR YOU

Are more interested in fun than health.

Know Disney means fun.

KIDS FUN FOR YOU

DISN

EY’S

UN

IQUE

OFF

ERIN

G

“JUST KEEP SWIMMING”

“The outdoors & nature area is really appealing to people in general – and goes

beyond physical activity.”

“Most parents accept Disney could change its food portfolio and see it could make a

difference – but it needs to help consumers get there.”

“Disney and physical activity is less complicated than food and would bring value to families and the proposition.”

IN S

TEP

WITH

FAMI

LIES

NEED

S OF

FFER

ING

HELP

WHE

RE W

E CA

N

RESEARCH SHOWS..

HEALTHY LIVING IS UNIVERSALLY IMPORTANT

“As a mom, ensuring my child values healthy living is...”

MEXICO BRAZIL CHINA ITALY SPAIN AUSTRALIA UK US HONG KONG JAPAN FRANCE

99% 97% 97% 97% 96% 95% 93% 97% 94% 91% 81%

IN S

TEP

WITH

FAMI

LIES

NEED

S GE

T HEA

LTHY

Most important components (in descending order)

Maintaining personal hygiene

Drinking enough water

Eating breakfast regularly

Eating meals together as a family

Getting enough exercise / activity

Eating enough fruit and vegetables

IN S

TEP

WITH

FAMI

LIES

NEED

S GE

T HEA

LTHY

PARTNERSHIPS AND CSR

VISION: Every day Disney inspires families through storytelling, imagination, fun and play, and we offer families more and more ways to help them flourish and live well.

Bespoke marketing and communications activation ADVOCATES

RETAIL

Food Categories

Cookware & Bakeware Publishing

Sportswear & Tech

Playground

Communities Homes Schools

CONTENT EXPERIENCES

HOW

WE

CAN

HELP

PARE

NTS

Vision We will inspire families to flourish, by encouraging life-long healthy behaviours, through story-telling, imagination, fun and play. Disney makes nutritious eating and physical activity more appealing and fun.

PART

NERS

HIPS

CH

ANGE

4 LIF

E

PART

NERS

HIPS

CH

ANGE

4 LIF

E

Vision We will inspire families to flourish, by encouraging life-long healthy behaviours, through story-telling, imagination, fun and play. Disney makes nutritious eating and physical activity more appealing and fun.

TV CAMPAIGN

11M LEAFLETS 385,000

FAMILIES

11 ROADSHOWS

CRM PR & SOCIAL

ONLINE HUB SIGN UP PACKS

693,000

16,000 SCHOOL PACKS

Disney Channels Programming

PART

NERS

HIPS

CH

ANGE

4 LIF

E

Inspire kids and families to see healthier lifestyles as fun and simple

CONS

UMER

ENG

AGEM

ENT

RUN DISNEY / DISNEYLAND PARIS ü  Halo Events at US Parks for

more than 20 years

ü  Inaugural Disneyland Paris Half Marathon (21 kms)

ü  Weekend 23rd-25th September 2016

ü  Magical course through Disneyland Paris and the French countryside

EXPE

RIEN

CES

RUN

DISN

EY

FOOD STORIES INTEGRATED WITH DISNEY’S CHARACTERS & WORLDS

ACCESSIBLE • PRACTICAL RECIPES • MEANINGFUL • HEALTHY LIVING • INCLUSIVE • ENGAGING • CREATIVE • QUALITY

PART

NERS

HIPS

CH

EFS

Nutritional Guidelines have been in place since 2007 in EMEA, recently updated in 2015 to reflect local and global market changes

Complex Nutritional Guidelines that have been developed with external stakeholders input and benchmarked against other Guidelines including EFSA,

SACN, EU Pledge, OFCOM, GDA systems and WHO.

We seek to ensure that Disney’s Guidelines are credible and comparable, whilst maintaining regional relevance. The guidelines focus on promoting fruit, vegetables and wholegrains

while also managing calories, levels of added sugar, salt and fat.

Thorough process for the development of the Nutritional Guidelines involved many experts and stakeholders

•  Global TWDC Healthy Living team input & US learnings •  External expert nutritionist – advisor •  Product, promotions and market audit

Regional and Global differences due to multiple factors including: •  Cultural acceptances and eating habits •  Local health gudance / concerns •  Product availability (processing, storage and shipping) •  Differing business model

GOOD

NUT

RITIO

N IS

AT

TH

E CO

RE

27 C

ATEG

ORIE

S FO

R

GUID

ELIN

ES

Food and beverage categories

Separate guidelines for 6-36 months

PROMOTING HEALTHY LIVING THROUGH ACTIVITY

PROMOTING HEATHY LIVING THROUGH KNOWLEDGE SHARING

•  StepJockey technology installed and adopted by nearly a third of staff so far •  Gamified to incentivise: World Towers

Challenge saw 310 staff take over 1 million steps in nine days and burn 176,243 calories

•  Mass participation charity events for staff -

Disney Triathlon and Great River Race

•  Working with local businesses to create opportunities for activity e.g. provided free day passes for local Pure Gyms to 2,000 staff

•  Hosted two Healthy Living Weeks •  Including ‘speaker sessions’

presented by experts to 400 staff from Michel Roux Jr to Sir Muir Gray

•  Healthy food options always on the menus at Café Disney

•  Healthy Living track during our internal Learning Expo

BRIN

GING

DIS

NEY’

S HE

ALTH

Y LI

VING

COM

MITM

ENT

TO

LIF

E FO

R EM

PLOY

EES