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VI Marketing & Branding

OSDH Healthy Lifestyles

December 2010

Online Bulletin Board Focus Groups with the general population of Oklahoma


OSDH – Healthy Lifestyles – January 2011

1. Test Oklahoman’s reactions to:1. Healthy Lifestyle concept taglines2. Healthy Lifestyle concept logos

2. Uncover motivations and barriers to leading healthy lifestyles.

3. Learn what needs to be communicated to promote healthy lifestyles.

Objectives

2



Contents

3

Introduction and Methodology

Key Findings

Taglines and Logos

Healthy Lifestyles

Exercise and Tobacco Use

Diet and Healthy Eating

Conclusions and Recommendations



• Online Bulletin Board Focus Group– 30 people recruited – 25 active participants.– Fieldwork time was 3 days – each participant

participated for 30 minutes per day.– Moderators interacted with participants.

• Individuals could not see the responses of others until they had answered the question.– They were then allowed to comment on other posts

and interact.

The Methodology

4



• Honest and accurate data.– Healthy lifestyles can be somewhat taboo – online

provides anonymity…people don’t hold back.• Demographic diversity.

– Not limited to one or two rural regions.• Increased participation.

– Everybody takes part, nobody dominates the group.• The methodology fits the topic perfectly.

Why Online?

5


OSDH – Healthy Lifestyles – January 2011 6


OSDH – Healthy Lifestyles – January 2011 7



Unique Questions

8



• 25 active respondents– Ages 18 - 54– Geographies

• Metro - 11• Rural - 14

– Income• Under $50,000 – 10• $50,000 and up – 14

– 3 Tobacco users

The Respondents

9

Sample included 8 “health nuts.”

These people were highly knowledgeable about health and were practitioners of healthy lifestyles.



Geographies

10

OKC

Tulsa

Madill

Owasso

Ponca City Grove

Hallett

Norman

Durant

Haworth

Kingfisher

Lawton

Mountain View

Broad geographic diversity



The Projection Exercise

“I want you to summarize your attitude to healthy lifestyles as a whole by picking an animal which best symbolizes how you feel.”

11



Projection Summary

12

Animal Description

Cheetahs Healthy lifestyle fanatics only. They are trim and, above all, focused on the bigger picture. They are machines.

Eagles Liberated by healthy lifestyles. Not fanatical, but in awe of the difference healthy lifestyles have made.

Squirrels It’s all about what you eat. They horde healthy foods…but relapse into the unhealthy. Perhaps more aspirational.

Monkeys Life dictates how these people live – and life is crazy. It’s a challenge to have a healthy lifestyle.

Heal

thie

rU

nhea

lthie

r



• “Living a healthy lifestyle is crazy…. like a friend has a bad day and wants to go out to get drinks after work and you know that always involves food, or your kids birthday party and they have all kinds of you favorite junk food.”

• “I pick the monkey because in the last few years, my life has been like one great big circus…I have slid into a deep depression where nothing has been of much importance to me.”

• “I feel like I will pick up anything and eat it, same with a monkey. They also have a laid back attitude.”

• “I feel like I have so many things to do in a day that I will never get it all done. I feel like I am going bananas.”

The Monkey

13

Life is crazy and it dictates over what I do and what I eat.



• “I am a fighter and I work hard…that picture looked like the healthiest of all the others and that is what I am aspiring to be.”

• “The cheetah is a good picture of athletic prowess and agility. I chooses this picture because I identify with it. I've never seen a picture of a fat, slow cheetah.”

• “It is agile, healthy, able to take care of itself and enjoy life. It is not hindered by being overweight. Exercise is just a part of life and not something to dread”.

• “Always on the hunt to do better things. Seek, determination. Focused. Once the target is sighted, zero in.”

The Cheetah

14

An inspiration - Fast paced, lean-mean-health machines.



• “I feel that after losing 45 lbs in the past 5 months I am free. Just like an eagle. I am comfortable with who I am and happier than I have ever been. My self confidence has flown through the roof.”

• “I see an eagle flying above it all. I like the idea of healthy eating and the more I learn the higher I go in health and knowledge and it’s good for my family.”

• “The eagle, that most majestic of birds, to me represents freedom. I think that says it all on health. Good health is freedom to move, live, and enjoy life. The eagle is a bird which is tough, free, and can succeed. I think that is what good health, ultimately is about.”

The Eagle

15

A healthy lifestyle liberates.



• “I always kind of feel like I'm running around like crazy, and I'll stop once in a while to nibble on something to eat and other times I'll splurge too much and overstuff myself.”

• “I feel like I need to gather nuts or hoard foods that are good for me…and I just feel like we need to stock up…”

• “We see squirrels on the campus all the time, this is because the campus is lush and green and healthy. This is why this animal reminds me of healthy life/lifestyle.”

• “The squirrel is a hard worker, gathering food (nuts) for the winter. He eats healthy foods (nuts), and leads an active lifestyle.”

The Squirrel

16

Rushing around, hoarding for the winter.


KEY FINDINGSSummarizing The Research

17



• Shape Your Future was the most compelling tagline (uninformed pre-test).– 14/23 preferred it.

• Two of the three favorite logos included the Shape Your Future tagline.

• Favorite logos were ultimately a matter of personal preference.– This suggests the message/tagline is more important

than the logo itself.

Summarizing the Taglines



The Favorite Logos

19



• Oklahoma is seen to be an unhealthy state.– It is not “exercise friendly”

• Climate, lack of sidewalks– Unhealthy eating temptations are literally on every

corner.– Many Oklahomans appear unhealthy (e.g., overweight

and smoking)

General Findings

20



• Oklahoman’s understand they should lead healthier lifestyles but:– Don’t know how to– Don’t have time to– Don’t have money to– Lack the motivation to

• Leading a healthy lifestyle involves a major change.– They are not willing to accept this at the moment.

Healthy Lifestyles

21

This is true of exercise and healthy eating



Education

Money

Motivation

Time

The Healthy Lifestyle Barrier Superfecta

22



• There are numerous misperceptions surrounding healthy lifestyles which add up.

• This results in a huge mental barrier that many people struggle to climb over.

The Big Barrier

23

To have a healthy lifestyles you have to totally change your life. It’s all or nothing.



A Typical Respondent

24

I know I should lead a healthy lifestyle – but I just don’t know

how.

It’s easier and more fun to eat unhealthy foods, and who has

time for exercise…plus, have you seen the price of a Bowflex?



• Oklahomans want to live a healthy lifestyle.• They can’t quite make the connection that what

they do to their bodies now, is going to impact the future.

• There is an apparent need for information and education on how to start leading healthier lifestyles.– People are stuck – they don’t know how to start.

The Desire for Education

25



The Roadmap

26

Leading a healthy lifestyle

is hard.

I don’t have to think about it –

it comes naturally.

WHERE WE ARE NOW WHERE WE WANT TO BE

Oklahoman’s need to be educated: Leading a healthy lifestyle doesn’t have to be a big deal.


TAGLINES AND LOGOS

27



• “Do Something”• “Shape Your Future”• “Eat Better, Move More, Be Tobacco Free”

The Taglines

28



Do something

Eat better, move more, be tobacco free

Shape your future

0 2 4 6 8 10 12 14 16

5

9

10

4

5

14

Most CompellingMost Sense

Initial Tagline Reaction

29



Do something

Shape your future

Eat better, move more, be tobacco free

0 2 4 6 8 10 12 14

4

6

12

4

8

10

Most CompellingMost Sense

Post Group Tagline Reaction

30



• The “pre-group” tag line test produces the most accurate data:– The topic of the group heavily biased the data.– Shape Your Future is therefore the best choice.

• No one demographic or healthy lifestyle group were responsible for the popularity of this tag line.

• Shape Your Future also ties into other attitudinal findings…(SEE CONCLUSION)

Whoa There, Hold On

31



The Logos Idea 1 Idea 2

Idea 3

Idea 4 Idea 5Idea 6

32

4 4 4

1 4 3

Primarily preferred by “health nuts.”



After Analysis

33

4

4

4

“It stood out the most when I look at

all of them. It caught my attention

the most.”

“It is simple but bold. It catches your eye and is

easy to read. It gives you ideas and helps you get started on the right

track.”

“Cause it’s catchy. I like the information and it’s letting you know it’s time to

shape your future.”



• At a glance, most logos perform similarly.• However, Eat Better, Move More, Be Tobacco Free

is favored by Health Nuts. – Arguably not the target audience.

• The Shape Your Future logos perform well with the non-Health Nuts. – Given the popularity of the tagline, these may be a

good choice.– Logo choice is up to you – but get the message right.

Analyzing the Logo Test

34



• This is a popular tagline and is present on the top logos.

• The context also ties in with reoccurring themes that tie into the research. – Respondents value longevity.– Respondents are focused on the future (in terms of being

healthy).– Respondents understand their future is in their hands.

Shape Your Future

35


HEALTHY LIFESTYLES

36



• Respondents generally defined healthy lifestyles into mental and physical aspects.

Healthy Lifestyles Defined

37

Mental Aspects Physical Aspects

Positive attitudeSelf motivationGood self-esteem

Eating rightAdequate exerciseMaintaining proper weightNot being illAdequate rest



1 - Very unhealthy

2 3 4 5 6 7 - Very healthy

0

1

2

3

4

5

6

7

8

9

2

1

0

8

6 6

2

Socially acceptable answer

Self Perception of Health

38



• Most respondents perceived themselves to be of at least average health or greater.

• Respondents also felt that most Oklahomans are unhealthy.

• In reality, many respondents have a self-inflated view of their own health.– That is, they perceive themselves to be healthier than

they actually are.

Self Perception of Health

39



• Respondents know the importance of living a healthy lifestyle.– They want to look and feel better and be there for their

family.• However, despite the known importance of living a

healthy lifestyle, many do little about it.

Importance of Healthy Lifestyles

40



• Several barriers were found to impede living a healthy lifestyle.– Time: Don’t have time to devote to being healthy– Money: Being healthy is more expensive– Environment:

• OK weather often prevents outdoor activity• OK is a “car state”

– Education: Lack of education on diet and exercise– Temptations: convenience of fast food, relaxing at end of

day, technology, etc.

Barriers to Having a Healthy Lifestyle

41



Having a Healthy Lifestyle Is…

42

• Something that I know a lot about

• Something the state should be involved in

• Requires a lot of discipline• Something I’d like to have• A state of mind• Important• Personal• Easier than it sounds• Eating healthy• Different for different people• For me• Hard work• Exercising regularly

• Something that is easier in other states

• Encouraged in Oklahoma

• Encouraged in schools

• Encouraged in my workplace• Easy• Something that is easily done in

Oklahoma• Simple• Unrealistic in this day and age• Painful • Overrated• Not a priority for me• Only for health nuts• Mostly for young people• Too expensive• Hard in this climate• It is not fun• For people who have the time• Not fun• Too strict• Not for everybody

The items in bold are recurring

themes throughout research.



• The financial impact unhealthy lifestyles have on society as a whole resonated well with the respondents.– They are angry over having to pay higher taxes and

insurance premiums because of other people’s choices.• Many have experienced this first hand with rising insurance

costs.– Many were not aware that it also hinders new job

growth.• This statement was met with skepticism.

Financial Impact on Society

43



Healthy Lifestyle Verbatim

44

“The choices I make for my health today will help

determine how healthy I am in the future.”

[Fast food] “isn’t good for us, but often it’s the only alternative, because it’s

cheap.”

“Being healthy is part of who are,

not just something you do.”

“It appears that over 50% of people I see in Oklahoma are

overweight.”


EXERCISE AND TOBACCO USE



• Respondents know the importance of exercising and being active, but many do not act upon it.

• Exercise is perceived to be a chore.– Going to the gym, running, etc. is not considered a fun

activity for many people.

Attitudes Towards Exercise

46



• The largest barriers to exercise are time and motivation.– People feel that they don’t have enough time to work out

on a regular basis. – Some lack the motivation to get started and exercise

regularly.• Other barriers mentioned were cost, climate and

location.– It costs money to join a gym and the weather in Oklahoma

can make it difficult to get outdoors.

Barriers to Exercise

47



• Ideas for motivating people to exercise more generally fell into one of three categories:– Financial incentives: Bonus at work or discount on

health insurance premiums.– Extended lunch hour: Being allowed to take a longer

lunch if time is used for exercise.– Accountability partner: Having someone to work out

with or to hold you accountable.

Ways to Motivate

48



• To communicate the importance of exercising, the following should be communicated:– Benefits of exercising AND the dangers of not

exercising.• Several mentioned the use of fear or scare tactics.

– Show people that exercise can be fun.• For example, playing with your kids at the park.

– Encourage people to develop a routine and set realistic goals.

Communicating Importance

49



• Oklahoma is perceived to have a higher percentage of smokers than other states.– “Probably half of OK smokes.”

• Some participants believe that the number of smokers in Oklahoma is declining.– Several identified themselves as former smokers who

have recently quit.

Tobacco Use in Oklahoma

50



• Secondhand smoke is perceived to be a major problem in Oklahoma.– Most try to avoid places where smoking is allowed.– Most understand secondhand smoke is as bad or worse

than firsthand smoke.– Many feel that the laws should go further to ban smoking in

all public places.– Several said that secondhand smoke tends to be a problem

when entering/leaving buildings or at the park with their kids.

Secondhand Smoke

51



• The smokers on the panel have a desire to quit and are conscious of the effects their smoking has on others.

• Quitting is found to be difficult because of the stress factor.– Become easily irritable because of the nicotine

withdrawals.– Cravings still occur months after quitting, making it

more difficult to successfully quit.

Smokers Views

52



Exercise and Tobacco Use Verbatim

53

“I would say time is a huge barrier, people just don’t want to take time

out of their busy schedule to go do something that

they don’t love”

“I think it would be a lot of work and very difficult and people don’t want to

face that.”

“I realize that a smoker has the ‘right’ to smoke if they

want, but non-smokers have a right to NOT breathe smoky air.”

“…most people know they need to exercise, they just don’t want to.”


DIET AND HEALTHY EATING



• Items commonly selected in the collage exercise:

Typical Diet

55



• When asked about favorite meals, the most common responses were:– Mexican dishes– Meat and potatoes– Italian food (pizza and pasta)

• Reasons for picking favorite meals varied from the smell and/or taste of items or due to family traditions (e.g., something passed down).

Favorite foods

56



• Participants know what it means to have healthy eating habits.– Portion control– Balanced diet (fruits, vegetables)– Paying attention to what you eat

• Nutritional information– Moderation– Limiting harmful foods

• E.g. salt, sugar and fat

High Knowledge

57

Respondents often think about eating

healthily.

However, thinking about it is one

thing, doing it is another.



• If people know the importance of healthy eating, why don’t they simply do it?

What’s The Problem Then?

58

Healthy food tastes terrible

Healthy food is expensive

Healthy food is not fun to eat



• In addition to a perceived lack of taste and expense, other barriers to healthy eating are:– Not knowing what to do

• What to purchase• What to eat• How to prepare food (in a tasty way)

– No time to cook• McDonalds often becomes appealing because it’s quick and

there’s no mess to clean up.– Oklahomans are raised to eat unhealthy foods

Barriers to Healthy Eating

59



• Respondents noted mixed signals in the media and society as a whole regarding healthy lifestyles.– Society “preaches” living a healthy lifestyle, but

advertisements promote unhealthy diets.• Consumers are bombarded by fast food commercials.

– Often starring athletes or generally healthy looking people.• Anything promoting a healthy lifestyle is drowned out by the

plethora of fast food and junk food ads.– People don’t practice what they preach.

• For example, bringing lunch to work is considered a “poor man’s lunch.”

Sending Mixed Messages

60



How Can We Fix It?

61

Tell people that healthy food tastes good and it does not have to be expensive.

Show people how to prepare good tasting healthy foods.

EDUCATE DEMONSTRATETHEN

MOTIVATETHEN

Encourage people to make better food choices by showing them the outcome.



Diet and Healthy Eating Verbatim

62

“People need to know…what they are doing to

their bodies when they eat unhealthy foods

regularly.”

“I do try very hard to eat healthy but I think

providing healthier options for quick meals on the run and fast food places that

are actually ONLY providing healthier foods

would help us all.” “Show the visual examples of good results of healthy

choices and bad consequences of poor

choices.”

“Eating healthy can be delicious, it’s just knowing the way to

do it.”


CONCLUSIONS AND RECOMMENDATIONS



Conclusions

64

Oklahoma is challenged



• “Car state”• No sidewalks• No [safe] parks• Fast food on every corner• No state encouragement• The climate• Upbringing – Oklahomans are raised on an

unhealthy diet

Perception of the State

65



• Healthy lifestyles are inconvenient and expensive.– Exercise takes time and the costs involved are hard to

justify.• Eating healthy is a big deal.

– The food is expensive.– Most do not know how to prepare healthy and tasty

meals.– Too much preparation.– Not willing to sacrifice flavor.

Lifestyle Misperceptions

66



Summarizing the Misperception

67

A healthy lifestyle = Paradigm shift

It’s too much, too fast. You’re either in or your out. Most people choose to be out.



• Supporting the SYF tagline choice, people indicate the benefits of a healthy lifestyle are future-based.– I won’t see the effects today, but I will in the future.– I want to be there for my family.

• Despite the right mindset, there is a disconnect.– If they understand the principle, why no follow-

through?

When Exactly Is The Future?

68

Without context, the future is too far to be top of mind.



• A link needs to be forged between the here and now, the actions of the present, and the output of the future.

• It’s not about doing it tomorrow, it’s about acting on it now.– E.g. Don’t have that soda this afternoon – grab a water

instead.

Closing The Gap On The Future

69

Messaging could focus on about making quick and easy decisions now.



Combatting the Misperception

70

Communicate, Educate and Demonstrate



• You don’t have to change your life• It’s one step at a time

– Pace yourself. Start small. Substitute one meal a week.• Everyone is different

– What works for me may not work for you.• Thinking healthy now will pay off in the future.

Communicate

71



• Everything that you do now will shape your future.• Why we need to be healthy

– Investing in you– Impact on society and fiscal impact

• Nutrition– The benefits of choosing one over another

• Healthy foods are flavorful– People just need to know how to prepare them

Educate

72



• How to shape your future.• Show how to prepare healthy and cost effective

meals.• How healthy and hectic lifestyles can mix.

Demonstrate

73



• Now that we know what to communicate, how do we do it?– Utilize traditional media to educate and drive people to

website (see below).– Set up website with comprehensive information on

living healthy and ways for people to interact.• Allow people to subscribe to daily or weekly emails to receive

tips on living healthy, recipes, exercise routines, etc.• Create a YouTube channel showing short workout and recipe

demonstrations that are easy to follow.

Communicating the Message

74



• Now that we know what to communicate, how do we do it? (cont.)– Partner with local grocery stores to provide recipe cards

and/or live cooking demonstrations.– Have educational programs in the schools to educate

children on the importance of living a healthy lifestyle at a young age.

Communicating the Message (cont.)

75



• Everyone is different.– Different situation, different needs, different amount of

time.– Customizable resources will help communicate to

different people and also demonstrate that it’s not all one size fits all.

• For example, a website could offer different “how-to” guides based upon need, situation and level of commitment.

Customizable Resources

76



• Proceed with Shape Your Future theme.– You have scope to define the creative, but the message

needs to be clear.• Focus on quashing myths and misperceptions.

– It doesn’t have to be a big deal. It’s one step at a time.• Integrate customization into the campaign.

– People largely see themselves as individuals, and it’s their individual situation that’s the barrier.

– Guidance is needed.

Next Steps

77



• Show how to achieve a healthy lifestyle but be sure to communicate that people need to start today.

• Visibly involve the State of Oklahoma.– State buy-in will inspire and solidify the campaign.

Next Steps

78

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