Campaign Book by Kelly Schwikert

Health In Progress

Table of Contents

Active PR History HISTORY

Active Public Relations was founded by Kelly Schwikert a graduate of Radford University in May 2008. The agency is located in the New River Valley in Christiansburg, VA. She has 4 other girls working for Active PR. Lauren Trainor, Shannon Ruminski, Cally Mullins and Jillian Burns. Together they have built an agency that focuses on promoting health and fitness in the New River Valley.

VISION

Active PR is a full service Public Relations firm that practices in Health, Fitness and entertainment in and around the New River Valley. Active PR has a creative and well-rounded team to improve your business or organization as a whole.

MISSION

Active PR aids its clients in an â&#x20AC;&#x153;activeâ&#x20AC;? style to promote health and fitness for your business and/or organization.

FUTURE

Active PR aspires to grow over the years to come, expanding throughout Virginia. The agency will expand its areas of practice to suit all clients with their needs.

RU HIP Campaign

Health In Progress

Target Audience Primary Target Audience Current Underclassmen of Radford University and Prospective Students: The primary target audience for this campaign is underclassmen who attend Radford University, this includes both freshman and sophomore levels. Based on the primary research done we came to the conclusion that most, if not all, underclassman are unaware of how to live a healthy lifestyle. We believe that this is because, as a freshman, coming to college is a social and cultural to change to an individual and first time college students want to go out and be social and not worry so much about health. We recognize that this issue may not be due the individuals but to the fact that no one provides the information needed to them to know how to live healthy lifestyles. Since most all underclassman live on campus it is more difficult for them to prepare healthy meals or even know the nutritional value of the food provided at the on campus locations. Prospective students are even more unaware of how unhealthy the college lifestyle can be due to the fact that they have yet to attend. Therefore, these students are extremely important as well. Secondary Target Audience Current Upperclassmen of Radford University: The reason the secondary target audience is upperclassmen of Radford is because these students (who consist of juniors and seniors) are more aware of how to live a healthy lifestyle and have the accommodations to do so. Most of the student in this target audience live off campus and therefore can buy their own food and make healthier choices when choosing the food they buy. These students are also starting to get into the â&#x20AC;&#x153;real worldâ&#x20AC;? and realize that living a healthy lifestyle is extremely important. Media: The media would be a secondary target audience because it is a helpful source in providing information to those students and persons who are unaware of ways to live a healthy lifestyle. By implementing RU HIP into the media, students and other members of the Radford community can be aware of what Radford University is doing to make changes to eliminate this problem. Local Gyms: Local gyms would be a secondary target audience because they are affective by the fact they are located in a small college area. Since Radford University offers gyms from

students to use (included in their tuition) students are less likely to go out and join a gym where they have to pay membership fees.

Health In Progress

References Ackard, D.M., Croll, J.K., & Kearney -Cooke, A. (2002). Dieting freque ncy among college females: association with disordered eating, body image, and related psychological problems. Journal of Psychomoatic Research, 52(3), Retrieved from http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6T8V 459W22Y2&_user=768496&_cove rDate=03%2F31%2F2002&_rdoc=1& _fmt=high&_orig=search&_origin=search&_sort=d&_docanchor=&vi ew=c&_acct=C000042521&_version=1&_urlVersion=0&_userid=7684 96&md5=f88684bec037dac76b68b48b56d45c00&searchtype=a doi: 10.1016/S0022-3999(01)00269-0 This study focuses on the frequency of dieting among females and body satisfaction. The researchers wanted to find out if there was a link between dieting and eating disorder symptoms. They found that there was a positive link between the two and that depression along with many other factors effected how frequently females diet. BREVARD, P, & RICKETT, C. (1996). Residence of college students affects dietary intake, physical activity, and serum lipid levels. 96(1), Retrieved from http://www.adajournal.org/article/S0002-8223%2896%2900011-9/abstract doi: 10.1016/S0002-8223(96)00011-9 This journal article compares students living on and off campus an off and their dietary intake and physical activity. Some research conducted is serum lipid levels, which deals with total cholesterol. Also, the lifestyles of these students on and off campus from the food students choose to eat at home living off campus or living on campus and the food that the college provides for students. BRYANT, R, & DUNDES, L. (2005). portion distortion : a study of college students. The journal of consumer affairs , 39(2), Retrievedfromhttp://onlinelibrary.wiley.com/doi/10.1111/j.17 45-6606.2005.00021.x/abstract doi: 10.1111/j.1745 6606.2005.00021.x This journal article shows that people are looking at the serving sizes of what they are about to consume. “Most (81%) refer to package labels, and over a third of women identified serving size as “of major interest.” Only one-third accurately estimated the serving size of cereal within 10% of the correct amount, ( B R Y A N T , & D U N D E S , 2 0 0 5 ) . ” T h i s i s s u r p i s i n g statistic to me because I don’t know many people that check lables.

Butler, S., Black, D., Blue, C. ,&Gretebeck, R. (2004). Change in diet, physical activity, and body weight in female college freshman. American Journal of Health Behavior, 28(1), Retrieved from http://www.atypon-link.com/PNG/doi/abs/10.5555/ajhb.2004.28.1.24 This article describes the changes in health and fitness behaviors in female college freshman. The main reasons for these changes are related to the changes associated with moving to a new place and starting college. The study measured diet, fitness level/exercise, body-weight, and self-esteem of 54 female freshmen. The results of the study proved that body-weight increased due to a decrease in fitness level/exercise. The study concluded that the overall physical activity level among freshmen needed to be greatly altered along with a more complete and healthy diet.

Celio, C., Luce, K., Bryson, S., Winzelberg, A., Cunning, D., Rockwell, R., et al. (2006). Use of diet pills and other dieting aids in a college population with high weight and shape concerns. International Journal of Eating Disorders, 39(6), 492-497. doi:10.1002/eat.20254. This study looks at a wide range of different forms of dieting (pills, laxatives, etc.) and women who are at risk for eating disorders. It looked at the kinds of aid women are using and who is at risk for having an eating disorder. Results showed that body shape and weight were more of a concern with those participants who uses some form of diet aid than those who do not use an aid. Coates, J, Jefferey, R, & Slinkard, L. (1981). Heart healthy eating and exercise. Introducing and Maintianing Changes in Health Behaviors, 71(1), Retrieved from http://ajph.aphapublications.org/cgi/reprint/71/1/15 The healthy heart program was a study conducted targeted toward elementary school student and there dieting habits to keeping their heart healthy. It was a project to get the students to eat less saturated fats and greasy foods. Not only did they monitor their dietary habits but also their exercising habits.

Dietary guidelines for healthy american adults. (1996). Circulation, Retrieved from http://circ.ahajournals.org/cgi/content/full/94/7/1795 doi: 94:1795-1800 This article is explaining Coronary Heart Disease and what causes it. CHD can be caused by not keeping your heart healthy and exercising frequently. It suggest different dietary guidelines to avoid CHD. Lastly it explains research that has been done on diets causing CHD.

Driskell, J, Kim, Y, & Goebel, K. (2005). Few differences found in the typical eating and physical activity habits of lower-level and upper-level university students. Journal of the American Dietetic Association , 105(5), Retrieved from http://www.adajournal.org/article/S0002 8223%2805%2900148-3/abstract doi: 10.1016/j.jada.2005.02.004 This study focused on freshman and sophomore students compared to junior and senior college students. Studies from what they did each day, eating habits, physical exercise. Looked into places students would eat at and why they chose certain foods over the other. This was targeted to ages 19-25. Health benefits of exercise. (2010). Retrieved from http://www.nutristrategy.com/health.htm This article outlines some of the major health benefits of a regular exercise regimen. From this webpage there are some specific benefits of exercise which include: the prevention of heart disease and stroke, reduced blood pressure, the prevention/control of diabetes, reduced obesity, the prevention of muscle pains, the prevention of osteoporosis and reduced depression and anxiety. The webpage also describes that the best way to obtain the maximum health benefits from exercise is to complete, “20-30 minutes of aerobic activity three or more times a week” (“Heath benefits of,” 2010). Furthermore, the experts recommend muscle strengthening and stretching at least two times a week. Heidelberg, N., & Correia, C. (2009). Dieting Behavior and Alcohol Use Behaviors among National Eating Disorders Screening Program Participants. Journal of Alcohol & Drug Education, 53(3), 53-64. Retrieved from Academic Search Complete database. This study is focuses on a relationship between dieting behaviors and the consumption of alcohol among college students. The results showed that there is a positive relationship between the way college students diet and the amount of alcohol they drink. Results also showed that the type of dieting used increased the risk of alcohol problems with those who drink more. Hoffman, D, Policastro, P, Quick, V, & Lee, S. (2006). Changes in body weight and fat mass of men and women in the first year of college: a study of the “freshman 15”. JOURNAL OF AMERICAN COLLEGE HEALTH,,55(1), Retrieved from http://heldrefpublications.metapress.com/app/home/contribution.asp?referrer=parent&backto=issu e,5,8;journal,25,79;linkingpublicationresults,1:119928,1 doi: 10.3200/JACH.55.1.41-46 The Journal of American College Health goes in depth with researching college freshman on their weight during their first year. “Using a digital scale with bio-electrical impedance, the authors measured height, weight, and percentage of body fat for a sample of students who volunteered to be weighed during a health assessment in the university dining halls (Hoffman,

Policastro, Quick, & Lee, 2006). â&#x20AC;&#x153; This journal has great statistics on men and women in the first year of their college experience. Kolodinsky, J, Green, J, Michahelles, M, & Berino , J. (2008). The use of nutritional labels by college students in a food -court setting. Journal of American College Health , 57(3), Retrieved from http://heldrefpublications.metapress.com/app/home/contribution.asp?referr er=parent&backto=issue,5,20;journal ,11,79;linkingpublicationr esults,1:119928,1 doi: 10.3200/JACH.57.3.297 -302 This research was conducted to see the effects that nutrition labels have on college students. Seeing if students really pay any attention to labels or are they grabbing food to hurry up and get to their next class. In this study they used focus groups to research this topic watching students in the dining hall setting they were more concerned with the nutrition labeling. Lowry, ., Galuska, D.A., Fulton, J.E., Wechsler, H., & Kan n, L. (2000). Physical activity, food choice, and weight management goals and practices among u.s. college students. American Journal of Preventive Medicine , 18(1), Retrieved from http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6VH T-3YB4CHB3&_user=768496&_coverDate=01%2F31%2F2000&_rdoc=1&_fmt=hig h&_orig=search&_origin=search&_sort=d&_docanchor=&view=c&_ac ct=C000042521&_version=1&_urlVersion=0&_userid=768496&md5= 7391b684bede00409fb58a4cbaf64e83&searchtype=a doi: 10.1016/S0749-3797(99)00107-5 In this study researchers wanted to assess if college students dieted in a healthy way. They conducted a survey and found results to be that males were more likely to be overweight than females but itâ&#x20AC;&#x2122;s females who try to lose more weight than males. Only about half of both males and females reported using physical activity and healthy dieting to maintain or lose weight. The researchers stated that colleges should try harder to promote programs to make people more aware of healthy dieting. Malinauska, B.M., Raedeke, T.D., Aeby, V.G.,a Smith, J.L., & Dallas, M.B. (2006). Dieting practices, weight perceptions, and body composition: a comparison of normal weight, overweight, and obese college females. Retrieved from http://74.125.155.132/scholar?q=cache:q57WFSd qxtcJ:scholar.goog le.com/+Dieting+practices,+weight+perceptions,+and+body+compos ition:+A+comparison+of+normal+weight,+overweight,+and+obese+c ollege+females.&hl=en&as_sdt=80000000000000 doi: 10.1186/1475-2891-5-11

This study discusses whether dieting is the same for normal weight, overweight, and obese females in college and if having talks with health educators on healthy dieting would be helpful. The researchers measured various aspects of the participants and then had them fill out a survey asking questions pertaining to dieting. The results showed that the majority of participants would benefit from meetings with health educators to be more informed on healthy dieting. McKenzie, D., & Johnson, R. (2001). Healthy People 2010: what is the nutrition message for women?. Nutrition Bulletin, 26(3), 241-245. doi:10.1046/j.1467-3010.2001.00160.x. Healthy people 2010 (HP 2010) has been around for about two decades to help improve the health and wellness of America. In this article, HP 2010 focuses on the longevity of the woman’s life with a healthy diet and exercise plan. Not only does HP 2010 cover the obvious reasons to woman’s health but it studies chronic diseases and other health issues. Social Media is playing a big role in the exposure of nutritional information that woman are receiving. But not all of this information is accurate. “The main point to achieving a desired goal weight is to remain consistent: increase the number of fruits, vegetables, whole grains, calcium- and iron-rich foods consumed; decrease fat intake; and maintain a healthy weight by watching caloric intake and increasing physical activity.” Meadows, M. (2004, January). How to keep your heart healthy and active. Consumers Research Magazine , 87(1), Retrieved from http://content.ebscohost.com.libproxy.radford.edu/pdf13_15/pdf/2004/CRE/01Jan04/12322746.pdf? T=P&P=AN&K=12322746&S=R&D=a9h&EbscoContent=dGJyMMvl7ESe qK440dvuOLCmr0ieqLBSsq%2B4SreWxWXS&ContentCustomer=dGJy MPGusky1qrdIuePfgeyx44Dt6fIA In this magazine article from the Consumer s Research Magazine, Michelle Meadows touches on many different areas such as taking control of your health, what can prevent heart disease and heart attacks. She also mentions “keeping a healthy weight”(Meadows, 2004) to keep the blood in your heart flowing. Normand, M., & Osborne, M. (2010). Promoting healthier food choices in college students using individualized dietary feedback. Behavioral Interventions, 25(3), 183-190. Retrieved from Academic Search Complete database. In this article, it states that to prevent health problems it is important to have a good healthy diet. According to the United States Department of Agriculture (USDA) the expected daily calorie intake for male’s ages 19-30 is 2,400 and for females ages 19-30 is 2,000. A common misunderstanding is how many calories they are actually taking in. This study consisted of four

college students who lived on campus and bought every meal from an on campus restaurant. These college students were given daily dietary feedback that shaped their diet and what should be altered. Physical activity improves quality of life . (2010, August 17). Retrieved fromhttp://www.heart.org/HEARTORG/GettingHealthy/PhysicalActi vity/GettingActive/Physical-activity-improves-quality-oflife_UCM_307977_Article.jsp This article is from the American Heart Association and explains why physical activity keeps the heart younger and healthy. “The AHA recommends 30 minutes of exercise a day whether that’s all at once or 3 10 minute intervals”(Physical activity improves qualit y of life,2010). They touch on areas of increasing life, and mental wellness as well. Ozersky, J. (2010). Grill, Baby, Grill!. Time, 176(1), 57-58. Retrieved from Academic Search Complete database. This article states on one hand that grilling is an easy and nutritional way to cook food such as meats and vegetables and then on the other hand, the carcinogens that are producing on red meats are killing us. It also gives you tips and advice on how to make grilling even healthier such as, what cut of meat is healthier, don’t burn your meat, coal grills are preferred over gas, you don’t need an expensive grill, and lastly, seafood is a better option. Racette, S., Deusinger, S., Strube, M., Highstein, G., & Deusinger, R. (2005). Weight changes, exercise, and dietarty patterns during freshman and sophomore years of college. Journal of American College Health, 53(6), Retrieved from http://www.lib.iup.edu/depts/libsci/cusp/articles/weight_changes.pdf The overall conclusions of this study are as follows: “weight gain and behavioral patterns during college may contribute to overweight and obesity in adulthood” (Racette, Deusinger, Strube, Highstein, & Deusinger, 2005). The study set out to see how students diet and exercise regimen change upon entering the college setting. The researchers interviewed 764 college students, assessed their body mass index, and gave them a questionnaire about their current diet and exercise habits. Upon the completion of the study, 70% of the students had gained weight. From their research, there was no apparent association to be found between diet and exercise among the students.

Stenson , J. (2010, January 6). Exercise makes your brain brighter at any age. Retrieved from http://www.msnbc.msn.com/id/34644422/ The article from msnbc.com describes the ways that exercise is healthy for not only the body but also the mind. Studies from this article include people of all ages. It outlines the decrease in dementia in seniors that can be attributed to as little as 30 minutes of low-impact exercise a day. The article mainly focuses on the positive affect of exercise on kids, teens, and the career aged. Most of the study correlates the fact that aerobic activity sends healthy blood flow throughout the entire body which in-turn helps to nurture the brain. The cognitive impact of exercise on the brain was found helpful academically in school children and teens, promote productivity in middle-aged working adults, and promote concentration in all age groups. The price of inactivity. (2010, July 11). Retrieved from http://www.heart.org/HEARTORG/GettingHealthy/PhysicalActivity/Gett ingActive/The-Price-of-Inactivity_UCM_307974_Article.jsp This article from the American Heart Association brief ly explains what happens if you are inactive. An interesting fact they mentioned was that “65% of all adults are obese or overweight”(the price of inactivity, 2010). They connect “extra weight” to financial downfalls as well in the economy. Tuuri, G., Zanovec, M., Silverman, L., Geaghan, J., Solmon, M., Holston, D., et al. (2009). “Smart Bodies” school wellness program increased children's knowledge of healthy nutrition practices and self-efficacy to consume fruit and vegetables. Appetite, 52(2), 445-451. doi:10.1016/j.appet.2008.12.007. Smart Bodies is a program that took place in a lower income town in urban Louisiana that includes a three-part intervention designed to teach children in grades K-5 about the reputation of having a healthy lifestyle and energetic minds. “The “Smart Bodies” school wellness program sought to increase children's knowledge of healthy nutritional practices, improve psychosocial variables associated with eating fruit and vegetables, and develop preferences for these foods.” The research study consists of 4 parts: Phase I, Phase II, Implementation protocol, and statistical analysis. According the results, Smart Bodies did make a positive impact on all the students involved in the study. Waehner, P. (2010, January 12). Top 10 reasons you don't exercise. Retrieved from http://exercise.about.com/cs/fittingitin/a/exerciseobstacl.htm This webpage is devoted to explaining the top 10 reasons adults don’t exercise according to About.com. The obstacles are described fully and include ways to surpass the problems. Many

of the top 10 reasons include laziness, time management, and other predictable excuses. Other reasons are more unique and less predictable like reason 7: “You’re not seeing any changes in your body”(Waehner, 2010). The description of these frequent excuses for dodging exercise help the group to get a better understanding of who they should target.

(2010). Position of the American Dietetic Association: Local Support for Nutrition Integrity in Schools. Journal of the American Dietetic Association, 110(8), 1244-1254. doi:10.1016/j.jada.2010.06.014. According to the American Dietetic Association (ADA), it is required to provide students with availability to high-quality, affordable, nutritious food and beverages. Providing strong wellness strategies will develop and boost the importance and education of having a healthy and wellbalanced diet. Having this in mind, you still want the food to be tasty enough for the students to want to eat it. “ADA believes that the Dietary Guidelines for Americans should serve as the foundation for all food and nutrition assistance programs and should apply to all foods and beverages sold or served to students during the school day.” (Journal of the American Dietetic Association, 2010). Another obstacle to overcome is the lack of breakfast students come to school with. It has been researched that breakfast is the most important meal of the day. Lacking in this department affects the students in that eating a hearty breakfast, it enhances the child’s ability to learn and retain information but it also helps them with their dietary needs and prevents them from snacking unhealthily later.

Health In Progress

Focus Group Analysis: Tuesday, October 19, 2010 6:00 p.m. Overview: A research study was conducted to 12 students who live on and off campus. Of those students we had commuter students, freshmen, sophomores, juniors, seniors and an athlete. The goal of this focus group study was to gain feedback from a selection of students at Radford University about the current awareness of health and fitness on campus. Both healthy and non-healthy food items were set on the table for students to pick and choose from such as: pizza, a veggie tray, chips and salsa, soda, and peanuts. Key Points:

 

8 students had 1 slice of pizza, 2 students had soda and no one was interested in the rest of the food provided and 3 students brought their own water. Students all agreed that if they had access to a personal trainer on campus it would motivate them to work out more. o All students were excited about the RU – HIP club offering personalized workout/nutrition plans for members. All students stated that they would love to have access to a smoothie bar in the student workout facility which would offer muscle milks, protein shakes, snack bars, etc. Majority of the students agreed that having the Dedmon center not available to students is a big inconvenience because the students do not like waiting for cardio machines at the smaller gyms on campus. o Student 9 a female at Radford University stated that when the Dedmon center was open to students it “forced her to go to the gym because she had to drive there.” She also expressed that she “does not like the Faculty gym time from 12-1 in the afternoon because that is a time where she would eat lunch and then want to work out before her classes. o The female students discussed that cardio is their main focus during their work out regime and would like to see more cardio machines. A male athlete stated that Dedmon closes at 6 p.m. and that students are not allowed to use it because it would mess up the machines. Students expressed that they would attend a health seminar or cooking class if it was advertised well enough to catch their interest.



All students agreed that the healthy choices on campus are very expensive for college students and when they have the choice between a 99 cent cheeseburger from Wendy’s and an 8 dollar salad at Wild Greens they would choose the cheaper of the two. o The students who live off campus and do not have a meal plan all stated that they usually cook at home because it is cheaper.

Summary The Focus group provided insight on how to get students excited to work out and live a healthy life – style. They were open to ideas we shared about future plans and goals to make Radford University a “Fit and Healthy” University for on and off campus students. The main concern for students was how expensive it is to eat healthy on campus and having a “personal trainer” available when working out.

Health In Progress

Goal #1 To raise awareness of unhealthy student lifestyles by 25%.

Objective: o Campaign Kick – Off: The kick-off is designed for Radford University students to come see what RU – HIP is all about. A free fitness and health evaluation will be available for students. o Establish an RU – HIP club for students who o Monthly fitness testing will be available for RU – HIP members to evaluate their progress throughout the year.

Tactics o o o o o o o o

Flyers Radio broadcast with K 92.3 Zach and Danny More affordable healthy food prices Frisbees T-shirts ( Get Healthy, Get Fit with RU – HIP) Water bottles Work out bag RU – HIP punch card for discounts at the smoothie bar and benefits for RU –HIP club members o Health and Fitness Fair with ESHE ( Exercise, Sports and Health Education o Provide a smoothie bar in the gym

Goal #2 To motivate undergraduate Radford University students to maintain a healthy lifestyle by 15%.

Objective: o Campaign Kick – Off: The kick-off is designed for Radford University students to come see what RU – HIP is all about. A free fitness and health evaluation will be available for students. o Establish an RU – HIP club for students to work out together in groups and to learn healthy dietary tips when cooking at home and or eating out. o Monthly fitness testing will be available for RU – HIP members to evaluate their progress throughout the year o Health and Fitness Fair with ESHE ( Exercise, Sports and Health Education) o Implement “Muscle Mondays”, “Workout Wednesdays” and “Fitness Fridays” where RU students can wear athletic attire to school and workout during free time. These will be held on a bi-weekly basis. o Implement an “Eat HIP” plan: Recipe cards will be distributed to RU-HIP club members on a monthly basis. o Create a cooking class for RU-HIP club members to learn healthy cooking tips. o Revamp peters into a sustainable gym where students will want to go work out with multiple machines.

Tactics o o o o o o o

Flyers More affordable healthy food prices Frisbees T-shirts ( Get Healthy, Get Fit with RU – HIP) Water bottles Work out bag RU – HIP punch card for discounts at the smoothie bar and benefits for RU –HIP club members o Radio broadcast with K 92.3 Zach and Danny o Provide a smoothie bar in the gym

Goal #3 To motivate students and create more physical fitness opportunities at Radford University.

Tactics o o o o o o o o

Health In Progress