MoCAN Message Work Group

The messages work group focuses on increasing the effectiveness of messages that result in the public improving nutritional habits and increasing physical activity.  The primary strategy selected was to design and deliver messages that consistently communicate how to safely and effectively improve nutrition and physical activity practices. 

The work group developed a matrix of potential population groups and existing nutrition and physical activity messages that each group hears.   The goal was to develop an overarching message or brand identity for the public education message initiatives that would help motivate Missourians to meet recommended levels of physical activity and nutrient intake.  Young children, teens and adolescents, families, adults and seniors were the population groups for which an inventory of messages was conducted.  The message areas reviewed include:  physical activity and screen time (television and computer) eat for health, and breastfeeding.   Subsequently staff at the Department of Health and Senior Services added two message areas:  risk factors and chronic disease management. The document showing messages for each of the populations groups can be found at:  http://www.dhss.mo.gov/Obesity/bypopulationgroups.pdf.  There were multiple message campaigns for population groups that contribute to confusion and dilution of efforts by the various groups conducting these campaigns. 

The MoCAN message work group selected adolescents and adults, in community settings, as the initial target audiences for which MoCAN will define coordinated messages.  To this end, the Department of Health and Senior Services contracted with MediaCross, in partnership with the Missouri Council for Activity and Nutrition (MoCAN) to conduct eight focus groups in four Missouri communities.  One focus group in each community included adolescents ages 15-23 and one group in each community included adults ages 24 to 59. 

The goals of the focus groups conducted in the September and October 2006 were to:

1. Learn about the current behaviors and perceptions of the target audience regarding nutrition education, physical activity, and identifying and managing chronic health risks.
2. Learn where members of the target audience have learned their behaviors in each of these areas, and where they would go to seek additional information when they need it.
3. Identify the most appropriate and preferred messages for each target group in regards to nutrition, physical activity, health risk management, and overarching messages to prevent obesity and related chronic illnesses.

The complete report and executive summary can be found on the Obesity website.
After the work group reviewed this report they made recommendations to MoCAN for overarching and population specific messages.  The following overarching and primary messages were approved by MoCAN and will guide subsequent work:

1. The overarching message:
   Eat smart, move more, feel good
2. The primary messages that address nutrition, physical activity and general health tested well with the target groups.  

Adolescents
Move more
VERB-it’s what you do
Move to your music
Eat what’s in season
Make time for your meals
Know your numbers or know your risks (know your children’s risk)
Eat smart, move more
No TV time messages tested—recommend explore inclusion of message in next round.

Adults
Make family time active time
Make time for your meals
Eat what’s in season
Simple steps, big rewards
Know your numbers
Know your risks
Eat smart, move more

At this point in time, adolescents will be the target population for the first message campaign that MoCAN will develop and plans to launch by fall 2007.  A copy of the full work plan can be found on the website at:  http://www.dhss.mo.gov/Obesity/workplan.pdf.