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ChildObesity180’s “You’re the Mom” campaign highlights child nutrition, supports local mothers
Bringing together top leaders from business, academia, non-profits, and government, ChildObesity180 is focused on reversing the childhood obesity epidemic in America. ChildObesity180’s initiatives activate change at decisive points in a child's day-- during school, outside of school, and when eating in restaurants.
ChildObesity180's latest effort, You’re the Mom, springs from their Restaurant Initiative, a multifaceted approach to reduce excess calorie consumption when children eat out with their families.
A chart designed for the
"You're the Mom" campaign
Currently being piloted in Springfield, MA, the campaign aims to reach low-income moms with empowering messages about making small, healthy changes to their kids’ restaurant orders. "I think we need to feel empowered," says Natalie, a Springfield mother. "You need things to remind you why you are making the decisions you are making."
"...We saw an opportunity to showcase local moms in a beautiful, artistic way that captured the empowerment theme of the campaign."
You're the Mom is a stunning, visually compelling public health campaign, crowned by large-scale hand painted murals of Springfield mothers. “In addition to traditional and social media, like billboards and Facebook, we saw an opportunity to showcase local moms in a beautiful, artistic way that captured the empowerment theme of the campaign," says Program Manager Vanessa Lynskey.
Public messaging campaign on the streets of Springfield, MA
“Our community partners in Springfield have been hugely helpful in providing input and supporting the campaign.” Painted utility boxes reinforce the campaign message that small changes can make a big difference, along with ads in buses, social media outreach, and a dynamic, colorfully interactive website with tips and information about simple ways to make healthier choices when eating at restaurants.
"I think we need to feel empowered....You need things to remind you why you are making the decisions you are making."
As with any ChildObesity180 project, there is an emphasis on building a foundation of strong scientific evidence before scaling up the initiative. "We’re assessing the campaign’s impact on what kids order and consume at restaurants and gathering consumer feedback from moms to inform the rollout of a national campaign next year," says Lynskey. The campaign has already generated significant media interest in Springfield.
As of June 2016, ChildObesity180 initiatives have reached 6.1 million children across all 50 states.