Advisory committee meeting 30 August 2017
The Consumer Educatio ion Proje ject of f Mil ilk SA target market General communication Specialised communication Consumers LSM 6-10 Dietitians, nutritionists, doctors and nurses Six key messages Proactive and reactive Health and nutritional scientific messages to health professionals regarding the benefits of dairy health and nutritional benefits of dairy.
OUTPUT JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC 2017 Television Burst Burst 2 Burst 3 Burst 4 Burst 5 1 Digital FB & FB & FB & FB & FB & FB & FB & FB & FB & TT FB & TT FB & TT FB & TT Tasty Tasty Tasty Tasty Tasty Tasty Tasty Tasty Treat Treat Treat Treat Treat Treat Treat Treat Consumer Cons Cons Cons Cons Cons Cons Cons Social media Print Print Print Print Print print Print Print campaign Stokvel x2 Stokvel Stokvel Health HP HP HP Print HP HP HP HP HP Prof print print Print Print Print Print Print Print Clinic Clinic NC Other districts to be targeted: Free State, North West and Northern training visits district Cape. Eastern Cape being completed in August and September University Limpo UFS Stelle UP visits po UCT nbosh X 8 KZN UWC PE UOFS Conferenc ADSA SASDT IMP SAAFoST IDF-WDS CNE / es & pres- SCNH GDP CEP entations CNE
Television and social media messaging www . Dairy gives you go . co.za Sport Music Fashion Chill time 2014 -2015 2015-2016 2016-2017 • • • Dusty – athlete with no Loretta Rush: Hammock – Cell phone • trophies Fashion model that ‘just Pool – dog wash • • Stix – the drummer that plays wants to go’ Ball – switch off the light to hard Go Go Physical energy Mental energy/vitality
Television and Go Guy
Change of end frames of TV ads
Teenagers’ website: www.dairgivesyougo.co.z .za
Digital media: tasty treats MONTH TASTY TREAT February Spicy Chicken Cheese Taco’s February/ Chocolate panacotta March April Easter explosion May No bake oreo cheesecake June Cherry Tomato & Mozzarella Pasta July Mexican Omelette August French toast
Consumer Print Huisgenoot/DRUM Move!/Kuier • Target: Mothers with children • Nutrient rich message • Six key messages plus the 3-A-day messages
Consumer print
Sports related advertorials Consumer print
Digitorial in Huisgenoot and Drum Campaign overview Huisgenoot and Drum Total reach 349 904 Total engagement 11 356 Digitorial page views 4 114 Consumer print
Consumer print
Consumer print
FACEBOOK BOOSTED POSTS Twitter Huisgenoot Drum Huisgenoot : 102 456 people reached Impressions 1389 5327 1837 reactions, comments and shares Total engagements 37 37 Drum : 87 404 people reached. 1067 Reactions, comments and shares If you’re Lactose intolerant you can still be hot to trot and stay #OnTheGo . Don’t miss out on your Dairy go! www.dairygivesyougo.co.za Consumer print
Stokvel event Consumer print
School proje ject • Ongoing: Distribution of material to various schools, Douglas Dale and MPO. • Working with DBE on School Milk Day on 27 September 2017. • Providing ‘school kit’ to primary school in Groot Brak rivier • Each teacher receives the guide and poster. • Kids receives fact sheet and opportunity to partake in a competition
School project E Classroom, worksheets and downloads JANUARY FEBRUARY MARCH APRIL MAY JUNE 2409 1537 1722 1306 2085 1908
National Nutrition Week 2017 Theme: Think you drink – choose water Q&A: 21. What are some healthier beverage options in addition to water? • Beverages that are both refreshing and healthy include unsweetened coffee/tea, low-fat or fat free milk, soya milk and vegetable juice in small portions
Health professionals communication Target audience: Dietitians, Nutritionists, Doctors, Nurses and health promoters Liaison with other bodies • ADSA • Conference presentations • University visits - presentation to 3 rd / 4 th year students • Department of Health • Department of Basic Education
Health Professionals Technical advisory committee • Dr Friede Wenhold • Dr Zelda White • Dr Tuschka Reynders • Prof Rene Blaauw • Prof Corinne Walsh • Nicki de Villiers • Dr Ingrid van Heerden
Health Professional print Nutrition Reviews and advertorials • A Review of Research to Determine if high-fat Cheese plays a Protective Role in Cardiovascular Disease and Metabolic Syndrome Evidence based
• To be presented at SAAFOST on Dairy foods and cancer prevention 5 September as Plenary presentation. • Poster presentation at IDF-DWS
Plant based beverages / Milk alternatives Published in SAJCN, SAMJ, ADSA newsletter and Forum on CEP website
Wellness project Clinics and wellness proje ject Target: Nutrition advisors and health educators employed by the DOH. Purpose: To train and educate the target audience on the FBDG ‘ Have milk, maas or yoghurt every day ’, in order to equip them with knowledge to transfer the ‘goodness of dairy’ message to consumers . Tools to use at clinic level
Wellness project Clinic and wellness project reach • 52% of districts in SA • 1245 Nutrition advisors and Health promoter Districts where CEP presented training KZN Mpumalanga Limpopo Gauteng Eastern North West Cape Free State current Northern Cape Eastern Cape Western Cape 0 2 4 6 8 10 12 Number of districts CEP presented training Number of districts/province
Clinic project survey Wellness project • To test the effectiveness of the use of the educational material by the nutrition advisors and health promoters • Pilot study to test questionnaire • 2 regions: Free State and Northern Cape • Training must have been received prior to June 2016.
Wellness project Objectives of the survey • Measure recall rate SAMPLE 56 respondents (health promoters • Determine value / usefulness or nutrition advisors) 6 district managers • Get feedback about the use of training material • Establish main learning points • Understand use and benefits of training material
Wellness project Results of clinic survey Results The recall rate of the training initiative, proved that all respondents: - accurately recalled the training initiative, it’s purpose and the content - thereof. - The values of the training initiative are: • the gained confidence of educating and advising low income consumers about the benefits of dairy products • the obtained knowledge of the health benefits of dairy, especially the benefit of calcium for strong bones and teeth.
Wellness project
Educational tool for health educators in clinics NAME OF INSTITUTION/ HOSPITAL FREE STATE: • Universitas • Nasionale hospitaal • Palanomi WESTERN CAPE: • Grootte Schuur • Khayalitsha • Tygerberg hospitaal • Rooikruis 59 tools distributed Additional requests
In International liaison • International liaison: International Dairy Federation - Standing Committees on nutrition and health - Standing Committees on Marketing • Global Dairy Platform
International Milk Promotion group • Mid year meetings were held in Norway in 2017 • Co-Ordinator of the CEP chaired the meetings • Presented: • Case Study: Dairy attitude study among nutrition professionals • Trophy entry: TV and social media campaign • One of the three finalists • Winner to be announced at IDF – WDS, Belfast in October 2017
Standing committee of Nutrition and Health • Dietitian of the project attended the mid-year meetings in Utrecht
• Infographic posted as ‘newsletter” on ADSA communication platform Used DGYG facebook and posted information For the week from 29 May – 2 June Reached 120 000 users
www.rediscoverdairy.co.za www.redicoverdairy.co.za
• 10 scientific peer reviewed articles on dairy health and nutrition • Get accreditation • Develop platform on the website • Dietitians must register before they can download the articles • Submit for points • CEP build a data base
Co Contin inuin ing professio ional l educatio ion event presented by th the CE CEP: 18 October 2017 • Dietitians and nutritionists • Five speakers – dairy health and nutrition
Plan lannin ing 2018 • Approach to planning and budget were circulated.
www.rediscoverdairy.co.za Christine Leighton christine@dairycep.co.za Or Maretha Vermaak maretha@dairycep.co.za Thank you for listening
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