Women’s health campaigns prove effective if simple

WASHINGTON, DC: Focus group studies conducted by the Department of Health & Human Services’ Office of Women’s Health (OWH) have revealed that simple campaigns, rather than those featuring big-name spokespeople, are most effective in promoting healthier living.

WASHINGTON, DC: Focus group studies conducted by the Department of Health & Human Services’ Office of Women’s Health (OWH) have revealed that simple campaigns, rather than those featuring big-name spokespeople, are most effective in promoting healthier living.

WASHINGTON, DC: Focus group studies conducted by the Department of

Health & Human Services’ Office of Women’s Health (OWH) have revealed

that simple campaigns, rather than those featuring big-name

spokespeople, are most effective in promoting healthier living.



On May 15, the office will launch a dollars 500,000 national campaign

called ’Pick Your Path to Health’ designed to promote better health

among women of color. Bethesda, MD-based Matthews Media Group is

directing the national effort.



MMG founder Molly Matthews said that very simple changes in ingrained

lifestyle habits, such as eating fruit rather than a candy bar or taking

the stairs instead of an elevator, can make a real difference. The firm

conducted focus-group tests in the DC area to test possible promotional

materials for the campaign, and input from other women was solicited by

participating health institutions across the country.



Simplicity appealed to most of the women, who rejected initial mock-ups

of the campaign posters and other promotional materials, according to

MMG VP Nancy Mulligan. ’It’s fine if the celebrity really has a problem,

like Mary Tyler Moore and diabetes,’ she explained. ’But their attitude

was ’we want to see people who look like us.’’



Mulligan said that using a celebrity as a spokesperson may be an

effective tactic if someone is selling a product, but that health ’is a

very personal thing’ and women expect to be approached in a different

manner.



The campaign’s kickoff will be held at Washington, DC’s Union Station,

and MMG is handling the recruitment of national partners and the design

of materials.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in