LA County DPH

The Los Angeles County Department of Public Health provides public health services to residents of LA County.
“We’re Fed Up” – Integrated Campaign


Challenges

  • Needed to compel youth in select areas of South and East Los Angeles to make healthier eating choices, conduct greater physical activity, and engage in peer-to-peer anti-obesity promotion. 
  • Had to reach low-income Hispanic and African-American youth with limited access to healthy food options and safe recreational spaces. 
  • Had to influence youth mindsets predisposed to instant results about long-term effects of poor diet and lifestyle, in areas plagued by some of the highest child obesity rates in California. 

Constraints

  • Campaign needed to be student-driven—but Sensis managed—with content produced, maintained and “owned” by youth.
  • Had to implement proper content safeguards and moderation protocols across all digital properties of the campaign. 

Solution

  • Launched WereFedUp.com, a Ning-based dedicated social network by and for anti-obesity youth activists, initially seeded with profiles and content created by 40 student leaders from South LA and Baldwin Park high schools.
  • Directly trained student leaders in the year-long run up to the network's launch, on topics including food advertising literacy, social media activism, blogging, online research, promotion, linking, tagging, video and photovoice production, in collaboration with LA County Health.
  • Linked social network to co-branded channels on YouTube, Facebook, Twitter, flickr and digg with student-generated content. 
  • Deployed a digital and non-traditional media campaign launch integrating influencer-targeted PR, a paid media “push,” street-level advertising with mobile opt-in SMS, peer-to-peer social media efforts, and promotional roadshow driving traffic to and engagement with the social network.  

Results

  • Built an active online community of 2,840 registered members.
  • Obtained 7,100 unique visits and 44,558 page views at WereFedUp.com.
  • Students involved reported high engagement in public advocacy activities throughout the campaign year.
  • 46% of students exhibited overall positive behavioral and attitudinal changes.