Exercise is Medicine Campaign Book by Scott K

PRCM 4090 Campaigns Dr. Lauren Smith

Anthony Alfano Brittney Dobbs Nikolett Juhasz Scott Kelley Jessica Smith

Table of Contents

Thank You …………………………………………………………………… 3

II.

Executive Summary ………………………………………………………...… 4

III.

Introduction ………………………………………………………………….. 5-6

IV.

Research a.

Client Analysis ………………………………………………………... 8-12

Publics Analysis ………………………………………………………. 13-39

Situation Analysis …………………………………………………….. 40-51

Planning …………………………………………………………………….. 53-56

VI.

Implementation a.

Brochure ………………………………………………………………. 59-60

Newsletter ……………………………………………………………... 62

Flier ……………………………………………………………………. 64

Partnerships …………………………………………………………… 66-67

QR Code …………………………………………………………….... 69

Press Release

Traditional ………………………………………………... 71

ii.

Email ……………………………………………………… 73

Backgrounders i.

Exercise is Medicine ……………………………………... 75-76

ii.

Health Promotion and Wellness Services ………………... 77-78

iii.

Coca-Cola Company ……………………………………… 79-80

FAQ’s i.

Health Promotion and Wellness Services ……………….. . 82

ii.

Exercise is Medicine …………………………………….... 83

Factsheets i.

Health Promotion and Wellness Services ………………… 85

ii.

Exercise is Medicine …………………………………...…. 86

iii.

Tiger Dining ………………………………………………. 88

Memes ………………………………………………………………… 90-97

VII.

Evaluation ……………………………………………………………………99-102

VIII.

Appendices

IX.

Initial Survey …………………………………………………………. 104-107

Final Survey-1 ………………………………………………………... 108

Final Survey -2 ……………………………………………………….. 109

References ………………………………………………………………….. 111

!!Anthony'Alfano'''''''Brittney'Dobbs''''''''Nikolett'Juhasz'

! '''''Scott'Kelley'''''''''''''Jessica'Smith'

aja0008@auburn.edu!!!!!!bad0010@auburn.edu!!!!!!nzj0005@auburn.edu!!!!!!slk0008@auburn.edu!!!!!!jcs0038@auburn.edu!

! !

! April 25, 2013 ! ! Dear!Eric!Smith!and!Matthew!Goodloe,!!!!!!!!!!!! ! We!wanted!to!thank!you!for!the!amazing!opportunity!you!have!provided!by!allowing!us!to! become!part!of!the!Health!Promotion!and!Wellness!Services!family!and!work!on!the! Exercise!is!Medicine!campaign.!It!has!been!an!honor!for!all!of!us!involved!to!contribute!to! this!great!project,!and!we!are!excited!to!see!the!Exercise!is!Medicine!program!launch!in!the! fall.! ! The!creation!of!the!campaign!was!a!great!learning!experience,!as!it!allowed!us!to!build!on! the!necessary!skills!needed!to!succeed!in!the!public!relations!field.!For!that,!we!are! incredibly!grateful.! ! We!hope!that!you!feel!the!partnership!was!equally!beneficial!and!will!ultimately!impact!the! Exercise!is!Medicine!initiative!positively.!Once!again,!thank!you!for!this!opportunity.! ! Sincerely,! ! ! Anthony!Alfano! ! ! Brittney!Dobbs! ! ! Nikolett!Juhasz! ! ! ! Scott!Kelley! ! ! ! Jessica!Smith! ! ! ! ! Auburn!University!Public!Relations!students!

Executive Summary Health Promotion and Wellness Services approached our group for help with Exercise is Medicine, an initiative set to launch in fall 2013. Since Exercise is Medicine is a new initiative, our group contributed to the planning portion of the initiative, in addition to creating a public relations plan. As a group, we acted as an outside public relations consulting firm. We conducted research on other schools that have launched Exercise is Medicine on their campus, partners of the initiative and the target publics. We are providing the findings and analysis of this research within our campaign packet. Using this information, we made suggestions for how the initiative should be developed and publicized. In addition to this, we have created a variety of public relations materials, including both traditional and modern elements. These include press releases, biographies, backgrounders, fact sheets and frequently asked questions among other aspects. Using our Adobe Creative Suite knowledge, we created a newsletter, brochure, flier and memes to visually reach the target publics. Everything we have created can be easily modified to fit the specific needs of Exercise is Medicine. We are also providing the team with materials to conduct follow-up research once Exercise is Medicine has been launched. These will help the organization gauge the reaction to the initiative from students, faculty and staff, in addition to showing the group what should be modified. With the help of all these materials, we believe the initiative will succeed on Auburn's campus.

Introduction For this campaign, Anthony Alfano, Brittney Dobbs, Jessica Smith, Nikolett Juhasz and Scott Kelley worked together to formulate public relations materials and a plan for Health Promotion and Wellness Services on Auburn University's campus. Though originally asked to create press kit materials for the Exercise is Medicine initiative, we knew with our combined public relations skills and abilities, we would be able to offer the organization more than that. This included creating a public relations plan, materials and ideas for the successful launch of the new initiative. Health Promotion and Wellness Services serves to teach members of Auburn University about healthy lifestyle choices on both a physical and mental level. Health Promotion and Wellness Services members decided to team up with several campus organizations, including the Auburn University Medical Clinic, Tiger Dining, Campus Recreation and Student Counseling, to form the Exercise is Medicine initiative on Auburn Universityâ&#x20AC;&#x2122;s campus. Exercise is Medicine is part of a global initiative coordinated by the American College of Sports Medicine, focused on improving health and well-being by taking natural measures. The initiative is planned to launch in fall 2013 in Auburn. The team approached the public relations group for help with this project. Our group's purpose during this process was to create public relations materials to help familiarize students, faculty and staff with Health Promotion and Wellness Services in general, as well as creating awareness for the new Exercise is Medicine initiative. In addition, the group has strived to encourage students to participate in the program and lead healthier lifestyles.

At the beginning of the campaign creation process, we conducted several forms of research, to better gauge how to approach our target publics. These included speaking to other schools that have tried to implement the program and creating, conducting and analyzing a survey. We realized that the best strategy to take was concentrating on the strengths and opportunities presented by the initiative. The campaign we created was focused on using traditional and newer media forms to positively convey the message of Exercise is Medicine. Many of these could be included in a traditional media kit, including several press releases, biographies, backgrounders, fact sheets and frequently asked questions among other materials. On a more creative level, we have created a newsletter and brochure for the organization. We have designed these so the team members can easily modify the content, if desired. In addition to all of this, we have made suggestions on the utilization of social media and technological methods of publicity. During this entire process, we concentrated on the strengths and opportunities we saw in Health Promotion and Wellness Services as well as Exercise is Medicine. We created public relations materials that will be easily modified and can be used in a variety of stages in this initiative. We believe the initiative can be successful and have enjoyed working with this project.

RESEARCH

Client Analysis Exercise is Medicine Our client is Health Promotion and Wellness Services at Auburn University. We will be working with a specific initiative, Exercise is Medicine. The office started in January 2011 when Dr. Ainsley Carry, the vice president of student affairs, thought the campus was not doing a good job of providing education and health promotion services. Health Promotion and Wellness Services’ vision statement is that they wish “to increase the overall health standards at Auburn University by affecting students’ knowledge, beliefs, attitudes, skills and behaviors concerning health and wellness.”(Mission and Goals, n.d.) Exercise is Medicine is in place at many schools across the country. The goal for Auburn’s division is to become the model for other schools. Through this initiative, Health Promotion and Wellness Services wants “to create a better understanding of health and wellness on campus, increase the capacity for students to make healthy lifestyle choices on campus, make healthy lifestyle choices more appealing and socially accepted and develop institutional systems and structures to support students’ health and wellness.” (Mission and Goals, n.d.) Health Promotion and Wellness Services wants to launch this initiative in the beginning of fall 2013. Health Promotion and Wellness Services currently does not have any prominent public relations efforts in effect for the Exercise is Medicine initiative. This is a new initiative that it is hoping to get up and running by fall 2013. The client has not had a previous public relations effort for the Exercise is Medicine initiative. However, Health Promotion and Wellness Services has had previous public relations efforts for other initiatives. These types of public relations included

outlets like Twitter, Facebook, fliers, public service announcements and a weekly radio show on WEGL dedicated to health and wellness. Health Promotion and Wellness Services’ Twitter, @AuburnHealth, is the account used by the entire office and all of its initiatives. Twitter is used to its fullest ability by enabling the use of hashtags for each initiative. Another effort that helps promote initiatives is the “Be Well Hut.” The hut is set up to give out information to students and faculty about different topics each week. The previous public relations efforts for these other initiatives have succeeded in gaining 1,089 followers on Twitter and 190 likes on Facebook. No other research has been done to measure the effectiveness of previous public relations efforts. Our team sees many opportunities for the Exercise is Medicine initiative and its public relations needs. The initiative for Auburn University’s Health Promotion and Wellness Services has the potential to significantly improve the lives of the student population. Stated on the client’s website, “The Exercise is Medicine initiative is focused on encouraging healthcare providers to include exercise when providing a treatment plan for patients….What if you could get a prescription to raise your spirits, lose weight, prevent disease and help prevent chronic pain?” (Exercise is Medicine, n.d.) There are several services on campus that have joined the movement such as Campus Recreation, Tiger Dining, the Auburn University Medical Clinic and Student Counseling Services. This initiative will create an opportunity to better the health of students, faculty and staff on campus once there is increased awareness of the new program. According to Eric Smith, director, and intern Matthew Goodloe, the problem is the increased use of prescription drugs to reduce medical issues that could otherwise be

treated by increased exercise. Smith stated for example, a student visits the Auburn University Medical Clinic and finds out he/she is on the verge of diabetes. This illness, however, can be reversed with increased exercise activity. Instead of prescribing medication to reverse the effects, the doctor would prescribe a routine exercise program with a fitness instructor. Then, with a scheduled checkup, the doctor could track the student’s progress. Smith said the prescription of increased exercise would have better long-term effects for the student, as opposed to using prescription drugs. Smith hopes that beginning an exercise routine will allow students to develop good exercise habits early on in their college careers. While Exercise is Medicine is new to Auburn University, our team sees a need for researching the campaign at other schools and reviewing what works and doesn’t work in various areas. After researching these areas, we would like to conduct a survey here at Auburn and review the thoughts of current students, faculty and staff. After the research reveals what view the current members of Auburn University have about the Exercise is Medicine initiative, we will then approach different public relations avenues. For example, creating hashtags for Health Promotion and Wellness Services’ Twitter account, public service announcements for the radio show that Health Promotion and Wellness Services hosts; fliers for the students, faculty and staff; brochures to provide information that can be distributed in the Auburn University Medical Clinic, opportunities for prizes by working out at the new student activities center, buttons or stickers to hand out at the “Be Well Hut” in the student center and many more public relations efforts depending on the Exercise is Medicine budget.

After talking with the Health Promotion and Wellness Servicesâ&#x20AC;&#x2122; staff, we know they believe that any public relations effort they can use will be great for getting this initiative off the ground and in full swing for Auburnâ&#x20AC;&#x2122;s campus. Because health and wellness is not one of the number one things that students think about while in college, we will concentrate on any public relations efforts that will give students opportunities to get involved and specifically be involved with the Exercise is Medicine initiative. The public relations methods that we provide for Exercise is Medicine will play an important role in how the campus will accept the initiative. Health Promotion and Wellness Services deals with many serious topics. The organization has sections involved with problems faced by Auburn students such as interpersonal violence and substance abuse. For this reason, many of the campaigns run by the organization require sensitivity and a serious mindset. Employees must be mindful of being accepting and open to all types of individuals, whether this deals with personal beliefs, lifestyle choices or general attitude. In addition to this, messages have to be tailored in a non-offensive manner. Since Exercise is Medicine will deal with some issues such as weight and healthy living, extra sensitivity is required, as these are touchy subjects to many individuals. To offset this seriousness, when not dealing with such topics, the culture of the office is meant to be laid back and loose. It was compared to working at Google. While the boss expects a lot of work from his employees, he also tries to make the environment in which it is done as relaxed as possible. A pleasant, friendly and non-formal culture is the basis for working together in the group-centered environment of the organization. Exercise is Medicine is a new initiative of Health Promotion and Wellness Services. During this initiative, the group will be working with

Campus Recreation, Tiger Dining, the Auburn University Medical Clinic and Student Counseling Services, so it will be important to consider these cultures as well. The culture of all of these groups will be instrumental in how the message of Exercise is Medicine is dispersed throughout the Auburn University campus. Since Exercise is Medicine is a new initiative of Health Promotion and Wellness Services, a budget has not been allotted. The public relations team has been instructed to disregard budget when coming up with a marketing plan for the group. For example, the team will develop materials such as brochures without worrying about the printing costs. Once a proposal is worked out, Health Promotion and Wellness Services will decide what is within the budget, and what is not financially feasible for the initiative.

Publics Analysis 1.Who are the target publics? The target publics of the Exercise is Medicine initiative include three groups present on Auburn Universityâ&#x20AC;&#x2122;s campus. These include students, faculty and staff. Though all of these groups are being targeted, the organization plans to pay special attention to certain sections of these groups. As seniors are unlikely to participate in Exercise is Medicine, the younger students will be more important to the initiative. While all students are encouraged to participate in Exercise is Medicine, those with a specific reason for a lifestyle change are meant to make up a majority of the participants. This can include students, faculty and staff who are struggling with problems such as unhealthy weight, diabetes and other health problems that can be addressed by the services of Exercise is Medicine. 2. What image/reputation does this public have of the organization? Several organizations are involved with the Exercise is Medicine initiative. However, our group worked closely with Health Promotion and Wellness Services. Members of the target publics who have interacted with the organizations seem to have a positive impression. However, many people were not sure what the organization does. As for the other groups involved, including Campus Recreation and the Auburn University Medical Clinic, most students, faculty and staff knew of their services. The general reputation of both appears to be positive. 3. What attitudes does this public have about the organization? The issue? The issue involves the health of students, faculty and staff on Auburn University's campus. While Exercise is Medicine has not been launched, we collected general opinions regarding the

topic. A majority of students felt that they live either a very healthy or healthy lifestyle. In addition to this, nearly all of the students would at least consider exercise as a form of medicine if suggested by a doctor. Also, most students responded saying they exercise one to four times a week. Close to half the survey participants would be willing to get screened to receive more information about their health and what they can do to improve it, if given the chance. All of this knowledge displays that the issue, health and fitness, is one that students find important and think about in their everyday lives. Therefore, an organization helping this cause should be well received. 4. What behaviors has this public displayed toward the organization? The issue? The issue that Health Promotion and Wellness Services seems most concerned with is the launch of the Exercise is Medicine initiative. However, since the initiative is set to launch in the fall, the publics have not been given a chance to display any specific behaviors. However, we did survey their possible behavioral patterns once the program has been launched. The main issues that may affect the behavior of the target publics include time constraints and money. Cost is an enormous factor, with most students answering that they would probably pay between $10 and $40 to participate in the program. In addition to this, most of the target publics are undecided about trying the program and are waiting for more information about it. 5.What communication strategies have worked and not worked in the past? While the organization has implemented several means of communication with the publics, what is missing is a way to analyze the results of its efforts. Health Promotion and Wellness Services has used various measures including social media, a radio segment and the â&#x20AC;&#x153;Be Well Hutâ&#x20AC;? among other strategies. However, there was no analysis of the level of success each form of

outreach had. The client was not sure what worked and did not work in the past. Our group is leaving Health Promotion and Wellness Services with two surveys to help analyze the results once the fall campaign has been launched. 6. How aware is the public of the organization? The issue? Of the target public of students, faculty and staff, 65 percent are aware of the services offered by Campus Recreation on Auburn's campus. The percentage is provided by the response to question one on the survey. The target publics of students, faculty and staff are not aware of the Exercise is Medicine initiative because it is new to campus and will not be launched until fall 2013. However, according to question 14 of the survey, 48 respondents are likely to participate in the initiative, 13 respondents are very likely to participate, 46 respondents are undecided if they would be willing to participate, 22 respondents are unlikely to participate and two respondents are very unlikely to participate. There is room to positively influence the publics’ perception of the Exercise is Medicine initiative. 7. How involved is the public with the organization? The issue? Exercise is Medicine is set to launch in the fall, but the publics are already involved with Health Promotion and Wellness Services and the many outreach programs it offers. The publics can go to the office of Health Promotion and Wellness Services in order to receive information about alcohol, sexual health, nutrition and various other resources. Students, faculty and staff are especially engaged when they put the “Be Well Hut” out on campus. The issue will be to build awareness for the launch of the initiative.

8. What does the public know about the organization? The issue? The target publics of students, faculty and staff are familiar with the services offered by Campus Recreation and the Auburn University Medical Clinic. Of the respondents, 89 percent have utilized the services provided by Campus Recreation and 75 percent have utilized the services provided by the Auburn University Medical Clinic. Percentages are referenced from questions two and three of the survey. According to the response to question four of the survey, 45 percent said they are very likely and would be willing to exercise instead of taking medicine as a preventative measure if recommended by a doctor. However, depending on the cost of the Exercise is Medicine initiative, the target publics may or may not be willing to participate. According to the response to question 15 of the survey, 45 percent of respondents said their willingness to pay to participate depends on the cost, 43 percent of respondents said they would not be willing to pay and only 12 percent said they would be willing to pay.

9. How has the public come to know about the organization? The issue? The target publics have come to know about the services provided by Campus Recreation based on devices they use to receive their news. According to question 13 of the survey, the majority of the respondents use social media, Smartphone apps, Internet searches and the Auburn website. The Exercise is Medicine initiative has been introduced through survey distribution by our group. Also, Health Promotion and Wellness Services has used social media, such as Twitter, to send information out about the Exercise is Medicine initiative to try and reach the target publics.

10. Have previous PR efforts been effective? Why or why not? There have not been previous public relations efforts utilized by Health Promotion and Wellness Services. However, the organization does have a radio broadcast and forms of social media to reach students, faculty and staff. Efforts made to promote services provided by Campus Recreation have been effective. From the response to question two of the survey, 68 percent have utilized services provided by Campus Recreation. 11. & 12. What does the public not know, or believe about the organization? The issue? The publics do not know about the Exercise is Medicine initiative that Health Promotion and Wellness Services is going to launch in the fall. This new focus will target students, faculty and staff to opt to try exercise programs before getting prescriptions. The publics do not know that exercise programs are a viable option, and for some circumstances a better alternative to combat many ailments when compared to taking prescription medication. The issue is the execution of the launch and building awareness of the initiative on campus. 13. How does this public want to be informed? According to the research conducted through surveys, 40 percent of the population receives news from various forms of social media. This information means Health Promotion and Wellness Services should target students through Twitter, Facebook, Instagram, Pinterest or any other form of social media. 14. Does this public prefer messages that deal with facts or ideas? Based on the survey data, the Exercise is Medicine initiative needs to provide hard facts so that the faculty, staff and students will have a better understanding of what they are getting. When

asked if they would pay for Exercise is Medicine, the majority of respondents said it depended on the cost. Giving them a hard cost and a detailed description of what Exercise is Medicine will entail may offer a better understanding and more willingness to pay. 15. Does this public prefer messages that are based on logic or emotion? Based on the data, the public seems to prefer a more logic-based message. In this case logic will relay hard information rather than just emotions. This is based on the results of the survey that show the target audience has shown interest in the Exercise is Medicine initiative and want more cost-related information. 16. What benefit(s) does the organization give to this public in terms of services or goods? Exercise is Medicine will be giving back to the Auburn community by creating a platform to make healthier and happier Auburn students, faculty and staff.

Situation Analysis The Problem, In Depth Exercise is Medicine is a new initiative that is planned to launch in fall 2013. The problem this initiative faces is implementation and awareness on campus. The implementation requires cooperation from many organizations on campus. The Auburn University Medical Clinic will need to partake in prescribing exercise instead of medicine to students, faculty and staff. When it is considered an appropriate solution, doctors will write a prescription, which may include exercise and possible nutritional changes. This could include working with a trainer at the new student activities center. The new student activities center will have to offer programs and give the students, faculty and staff who participate in the Exercise is Medicine initiative the opportunity to work out. This causes more problems with money, motivation and time being a factor among students, faculty and staff. According to Matthew Goodloe, intern at Health Promotion and Wellness Services, faculty and staff currently receive free generic prescriptions. He also mentioned that students can buy generic medication for as little as $5 or $10 at Walmart. As part of the initiative, participants would have to pay for fitness and nutrition assessments, as well as personal training. In addition to this, those working out at a separate gym will have to pay fees as well. The exact cost of participating in Exercise is Medicine is not determined yet. However, these additional costs may stand as one of the main deterrents to those targeted by the initiative. If cost is not a problem, the time commitment may be. Students, faculty and staff who do not exercise at all may find it difficult to dedicate hours of their busy weeks to implement this type of lifestyle change. Also, human motivation, or the lack there of, is a major hurtle to overcome. In addition, each department involved will

have to work together to implement aspects of the program. These problems can directly affect the initiative and cause it to fail. If implementation is solved, awareness is still a huge issue. Many students do not know what the initiative is or what it entails. This is both a Health Promotion and Wellness Services problem and an obstacle for our group. In order to promote the initiative, we have to create a way to grab the attention of students, faculty and staff by incorporating Tiger Dining, the Auburn University Medical Clinic and the new student activities center. If Auburn students do not know about Exercise is Medicine, it could potentially fail like it has at various other universities. The organizational leaders, Eric Smith, director, and Goodloe view this initiative as an opportunity to better students, faculty and staff on campus. Exercise is Medicine is viewed positively among the organizational leaders. Goodloe stressed the importance of a positively focused campaign message. The idea of prescription drugs used to treat reversible health issues is the problem that Health Promotion and Wellness Services faces. However, with the Exercise is Medicine initiative, this problem has become viewed as an opportunity. Since Exercise is Medicine is not just a local initiative, Health Promotion and Wellness Services has information provided by other universities that have already implemented this program. Through information provided by other universities and their Exercise is Medicine websites, our organization has research that can serve as a model for our initiative. Other than the Exercise is Medicine websites from other universities; our

organization does not have other types of research that have been discussed with our group. There is still a need for more research to guide our initiative (for example, what makes initiatives at other universities succeed or fail). There is still a high need for more information via research (surveys) in order for our group to successfully develop the message content. Health Promotion and Wellness Services is still working with other departments to determine what is allowed on campus and a lot of information is still to be determined. Our group is in the process of developing surveys to target students, faculty and staff. We want to know how these groups view the Exercise is Medicine initiative, how they receive their information so we can better target them and if they would consider using Exercise is Medicine in the future. Breaking Down the Situation by Examining the Environments Internal Environment Health Promotion and Wellness Services has Facebook and Twitter accounts, a weekly radio show on WEGL and a website to distribute information regarding the Exercise is Medicine initiative. Health Promotion and Wellness Services is supportive of public relations efforts. They reached out to the PRCM 4090 class for help in public relations in regard to the Exercise is Medicine initiative. However, its focus is mainly on the content of the message and not necessarily on the outlet. Health Promotion and Wellness Services relates to the Exercise is Medicine

initiative because it is this organization’s responsibility to monitor and better the health of Auburn students, faculty and staff. The organization is developing new methods to better target these audiences by implementing the Exercise is Medicine initiative on Auburn’s campus. There is a direct correlation between our organization and the proposed initiative. The quality of the Exercise is Medicine initiative is hard to determine because it has not been put into action yet. However, the quality of Health Promotion and Wellness Services seems to have a positive reputation on campus. After the surveys are completed, we will have a better understanding of what the Exercise is Medicine reception will be. The view of Exercise is Medicine from the perspective of Health Promotion and Wellness Services is great. The group is excited about the initiative and can't wait to see the impact it will make on campus. The Exercise is Medicine initiative will be put into place in fall 2013, so the quality of the initiative is still to be determined. The start of the initiative will most likely be an improvement to the campus lifestyles. Health Promotion and Wellness Services has had improvement since January 2011, when it was launched. Improvement has come from having students who are excited to help make a better campus at Auburn, therefore getting involved with Health Promotion and Wellness Services. Creating the “Be Well Hut” in spring 2013 was a great improvement to the visibility of Health Promotion and Wellness Services. It functions as an interactive, visible medium between Health Promotion and Wellness Services and the target audience. It gives students, faculty and staff an opportunity to learn more about the relevant issues Health Promotion and Wellness Services deals with.

A benefit of Exercise is Medicine is it can help create a healthy campus lifestyle. Creating this healthy lifestyle now can pave a way for a healthy family later in life. Becoming non-dependent on medicine to help prevent diseases can create an overall healthier person. A benefit could also be avoiding the chance of becoming addicted to voluntarily taken prescription medicines, such as pain medications. When given medicine at a young age to help prevent something, a person can become dependent, later leading to an addiction. Problems are likely to occur because it is a new initiative. When new things are brought into an existing culture, the likelihood of a problem will increase. It will take a slow start to get people on board. Starting our initiative can also increase the likelihood of problems. A disadvantage of the Exercise is Medicine initiative is dealing with human motivation. The initiative will involve people who are used to being given medicine, taking the pills and being healed or helped. As part of this initiative, these people will now have to make a dedicated effort to cure their own problems, without this simple solution of medicinal assistance. Because the Exercise is Medicine team is striving toward the same goal, and would like to implement it using any measures to get there by fall, this may create an environment of groupthink. Groupthink could cause a negative impact on this group, because there are multiple departments working together and the idea of all agreeing to avoid conflict could potentially create failures. Confrontation could also be a problem with a diverse group like this one. For example, different members of the committee are concentrating on what will be best for their departments. The doctors and personal trainers want to use different programs and may clash over how to share the information

about their common clients. The doctors are also concerned about HIPAA laws. Health Promotion and Wellness Services has a vision of how Exercise is Medicine should be implemented and must make certain compromises to fulfill the vision of the others involved. Once the group members are all working toward one unified vision of the initiative, the implementation should become easier. Auburnâ&#x20AC;&#x2122;s Exercise is Medicine initiative is meant to be a model for other schools. Exercise is Medicine will make large efforts in becoming the leader for preventing diseases. The Auburn University Medical Clinic will play a huge role in making this happen. Having this connection between Tiger Dining, Campus Recreation and the Auburn University Medical Clinic will set Exercise is Medicine apart from the other doctorsâ&#x20AC;&#x2122; offices or gyms in the area. Change is likely to occur in the next three years because of the newness of the initiative. When something new starts, there are always things that can be changed. Depending on how the campus reacts to the Exercise is Medicine initiative will depend on what changes need to be made. Currently there are not any changes that need to be made to the initiative because it has not been put in place yet. External Environment The external environment for the Health Promotion and Wellness Services is not particularly competitive. Because Exercise is Medicine and Health Promotion and Wellness Services as a whole are brand new, there has not been direct competition for the

initiative or the service. While there are other organizations on campus that could be viewed as competition, like Tiger Dining and the Auburn University Medical Clinic, they are working with Health Promotion and Wellness Services on the Exercise is Medicine initiative together. However, there can be contradictory issues with this partnership. Since Tiger Dining offers a variety of food options, mainly unhealthy ones, a promotion against such foods goes against Tiger Diningâ&#x20AC;&#x2122;s business and could ultimately lead to a loss of revenue. The Auburn University Medical Clinic faces a similar issue with their pharmacy. The Exercise is Medicine initiative campaigns against unnecessary pill usage, essentially trying to steer Auburn University students, faculty and staff away from pharmacies. The services considered competitors measure success in various ways. Tiger Dining as a whole is successful partly because students are required by the school to spend a certain amount of money on campus. As Tiger Dining offers the main source of food on campus, it is the easiest meal option in many cases for students on campus. The Auburn University Medical Clinic is also successful as it is the official location for students and faculty to go for medical needs. Tiger Diningâ&#x20AC;&#x2122;s reputation is known for being expensive and generally unhealthy. It offers few options for healthier meals, and these options tend to not be capitalized on. Both Tiger Dining and the Auburn University Medical Clinic have Twitter and Facebook accounts to promote their services as well as inform the students, faculty and staff of Auburn University. Both services also have the campus available to them to advertise their platforms.

Tiger Dining has a financial advantage with students by requiring a $300 dining plan for off-campus students and a $995 dining plan per semester for on-campus students (Auburn University's Required Participation Dining Plan, n.d.). Therefore, Tiger Dining has an advantage by forcing students to not spend money, buying food off campus, and instead spend dining dollars on campus, regardless of the types of food options offered. This is something that the Health Promotion and Wellness Services cannot offer. The Auburn University Medical Clinic can approach disease and sickness with modern-day medicine, something that is viewed as easy and effective. The Exercise is Medicine initiative is about eliminating the use of unnecessary pills and replacing them with exercise, something that may be viewed as time consuming and more difficult to do. While Health Promotion and Wellness Services and the Exercise is Medicine initiative are new, the general outlook on unhealthy foods versus healthy foods seems to have switched over to a craze of eating organically and more healthy. Places on campus, like Au Bon Pain, appear to be making healthier options available, however, these things are not always capitalized on. External Factors As mentioned before, Exercise is Medicine is a new initiative, so direct opposition or competition has not been seen. However, there are some external factors that are expected to cause problems during and after the implementation period for the program. While the Auburn University Medical Clinic is working with the Exercise is Medicine initiative, there are worries about the doctors at the office. Without the doctors promoting the program and suggesting it to their patients, it will not reach its full planned potential.

Problems with the doctors could include them not agreeing with the program. If they do not believe in it, chances are they will not suggest it to their patients. It is also possible that they believe in the ideas of the initiative, but are not actively contributing to its success. Many of the steps start in the doctor's office. If they are not being handled correctly here, then the rest of the plans won't operate as they are meant to. The Auburn University Medical Clinic is associated with both Auburn University and East Alabama Medical Center. Both institutions have a strong standing in the community and are respected organizations. A large number of students use the Auburn University Medical Clinic for all of their medical needs. The office offers: primary, urgent and specialty care, as well as immunizations, vaccines, mental health, women's care, radiology services, on-site pharmacy, massage therapist and laboratory services. It is a trusted medical resource on Auburn's campus. The office has a pharmacy on its premises, which can be considered as a potential negative factor in relation to Exercise is Medicine. If many students are being prescribed a lifestyle change as opposed to drugs, the pharmacy may see a decline in profit. This could cause tension in the office and negativity regarding Exercise is Medicine. This would be a dangerous development for the initiative, as the medical aspect of the initiative is a dominant one. Staff can make suggestions and promote their ideas to all patients who interact with the office. If one unified message is not being broadcast, it could cause confusion and different standards of care for patients. In addition to its personal website within the Auburn University website chain, the office can also utilize university resources. While both Exercise is Medicine and the Auburn University Medical Clinic belong to organizations within Auburn University, the office could pose problems for the initiative.

In addition to this, Exercise is Medicine is handling the target audience themselves as an external conflict. For the initiative to be successful, the target audience has to become motivated. However, often it is simple to take the easy way out. As pointed out by the Exercise is Medicine staff, if a person is confronted with the decision between a cardio workout, four times a week, and popping a few pills, often the drugs will win. For this reason, all the outside factors encouraging students, faculty and staff to make unhealthy decisions are external factors that could harm the initiative. This can include anything from advertisements for magic weight loss pills to fast food commercials. A portion of our groupâ&#x20AC;&#x2122;s campaign planning must revolve around these external and human factors.

SWOT Analysis Throughout this analysis, we have identified a number of strengths, weaknesses, opportunities and threats. Each category contains a few factors. For weaknesses, we have identified the possible problems with human motivation and the lack of communication between some sectors of the initiative. Without an effective means of communication, it will be difficult for the initiative to prosper. On a similar level, if the publics can't be convinced to participate, there is no program at all. The threats follow a similar rationale. Here, once more we have listed human motivation. It is a threat as well as a weakness because the entire program will fail without the human factor. In addition to this, the topic of money is a huge threat. At this point, money seems to be the biggest threat for the Exercise is Medicine initiative. It is possible that even if human motivation, lack of communication and publicity problems are overcome, the financial status of many students in addition to the teachers will limit participation in the program. However, if these factors can be conquered, we do see a lot of positive potential in this initiative. For our strategy, we have chosen to concentrate on the strengths and opportunities we found for Exercise is Medicine, utilizing an S-O strategy based on our SWOT analysis. The most important opportunities we have identified are Tiger Dining identifying healthier options and the new student act playing an active role in the initiative. With the initiation of the program, students, faculty and staff will also have a wider variety of exercise programs and options to choose from. We have identified a number of strengths and potential strengths to the program, but have decided to focus on three of these. The first is the eventual decline in use of drugs on Auburn's campus. The hope of this program is that after a certain period of time, more and more people will turn to healthy solutions to

solve their medical issues, as opposed to taking pills. The less dependence on these artificial products, the better. The second strength of the program includes the positive change the program hopes to initiate in the lives of Auburn students, faculty and staff. Simply put, healthier people are happier people. This is the section we have decided to concentrate on and base our strategy on. This effect can start with just one person. We hope it will prompt a domino effect, eventually positively influencing the publics. Such a reaction will help achieve our clientâ&#x20AC;&#x2122;s goals. Finally, many different departments and organizations are involved with this initiative. The combined resources, ideas and efforts form one of the most important strengths of our initiative. By concentrating on these strengths, we hope to design and run a positive, successful campaign.

Strengths: No reliance on prescription drugs Healthier campus = happier campus Large number of resources, since different groups are involved with the initiative Threats: Motivation Waste of money

Weaknesses: Human Motivation Some lack of communication between different sectors of the initiative Opportunities: Get new student act actively involved Tiger Dining healthier options New exercise programs/options

PLANNING

Planning Strategy: Systematic Plan of Action For our strategy, we have chosen to concentrate on the strengths and opportunities we found for Exercise is Medicine, utilizing an S-O strategy based on our SWOT analysis. The two most important opportunities we have identified are Tiger Dining highlighting healthier options and the new Auburn Recreation and Wellness Center playing an active role in the program. With the initiation of the program, students, faculty and staff will also have a wider variety of exercise programs and options to choose from. We have also identified a number of potential strengths to the program, but have decided to focus on three of these. The first is the eventual decline in use of drugs on Auburn's campus. The hope of this program is that after a certain period of time, more and more people will turn to healthy solutions to solve their medical issues, as opposed to taking pills. The less dependence on these artificial products, the better. The second strength of the program includes the positive change the program hopes to initiate in the lives of Auburn students, faculty and staff. Simply put, healthier people are happier people. This is the section we have decided to concentrate and base our main strategy on. This effect can start with just one person. We hope it will prompt a domino effect, eventually positively influencing the entire campus. Such a reaction will help achieve our clientâ&#x20AC;&#x2122;s goals. Finally, many different departments and organizations are involved with this initiative. The combined resources, ideas and efforts form one of the most important strengths of our initiative. By concentrating on these strengths and opportunities, we hope to design and run a positive, successful campaign.

Considering these factors and the requests of the clients, we have decided to focus on creating a positive campaign. That is, we are focusing on all the uplifting possibilities of the Exercise is Medicine initiative. We plan to tailor only positive messages for our target audience. In addition to this, one of our main strengths is that healthier campus is a happier campus. The recent climate in the United States has encouraged healthier lifestyles and exercise, creating a more health-conscious society. We plan to use this as a public relations tool to reach our audience. Through providing the necessary information and encouraging action from our audience in a positive way, concentrating on the strengths and opportunities outlined above, we hope to help our client achieve its goals. Goals Health Promotion and Wellness Services is concerned with encouraging Auburn University's population to live in a happier, healthier manner. Students, faculty and staff can do this by participating in the many outreach programs provided by Health Promotion and Wellness Services. The main goal type of Health Promotion and Wellness Services is a task management goal. It would like to convince students, faculty and staff to participate in the Exercise is Medicine initiative, as part of a healthier lifestyle. In addition to this, it would like students to make healthy choices such as choosing smart nutritional options and exercise to improve their overall well-being. In this way, the goals are targeted toward convincing students, faculty and staff to act in a certain way, therefore getting things done. Goals include all of these and transmitting all messages in a positive, inviting way. Main goals involve: To promote the use of exercise as a healing agent as opposed to medicine, when appropriate

To become the model university for the Exercise is Medicine program To increase both the emotional and physical health of Auburn University students, faculty and staff Key Publics: Auburn University students, faculty and staff Key Message: Auburn University students, faculty and staff can achieve a healthier, and therefore happier state by participating in the Exercise is Medicine program Main goal type: Task management-concerned with getting things done. Exercise is Medicine is concerned with the launching a new initiative and convincing students, faculty and staff to participate in it. Objectives 1. Awareness To inform all incoming fall 2013 students about the Exercise is Medicine initiative through Camp War Eagle, SOS and dorm meeting memos and measure this awareness with follow-up surveys •

Distribute media kit materials to Camp War Eagle students (including fact sheets, fliers, FAQs, etc.)

•

Distribute media kit materials to SOS students

•

Distribute media kit materials to dorm RAs to give on-campus residents during dorm meetings

•

Post promotional materials, including memes and fliers throughout campus

•

Include QR code on promotional materials to make online information easily accessible

•

Make materials such as the brochure available at informational desks throughout campus

2. Attitudinal To establish a positive, comforting and inviting image about Health Promotion and Wellness Services in addition to Exercise is Medicine in the eyes of the target public, as well as be able to measure this by collecting positive feedback and membership numbers •

Implement positive and non-threatening promotional materials, including memes, in addition to using colorful language and images

•

Have a presence during Camp War Eagle and SOS promotions (booths etc.) and portray a positive, happy message

•

Implement an open-door policy at the Health Promotion and Wellness Services office

3. Action To recruit 50 participants for the Exercise is Medicine program by fall of 2013. Measurable by participant count. To retain 80 percent of members and gain 25 new members by 2014. This can be measured by participant count and follow-up surveys.

•

Target incoming students by using media kit materials to convince them to join Exercise is Medicine

•

Have informational sessions about Exercise is Medicine on campus, including ones during Camp War Eagle and SOS

•

Work with other programs to recruit members

•

Coordinate with Auburn University Medical Clinic doctors to refer patients to the program

•

Make Exercise is Medicine promotional materials available at the Auburn University Medical Clinic

•

Distribute materials to all Greek organizations, school clubs and dorms

•

Use flier as screensavers on public university computers

IMPLEMENTATION

Brochure+Explanation+ The$brochure$is$an$important$aspect$of$advertising$your$service.$Within$the$ brochure,$there$are$many$different$aspects$you$can$highlight$to$show$the$different$ sides$of$your$service$to$your$audience.$The$type$of$audience$you$are$trying$to$reach$ is$a$huge$factor$in$this$decision.$In$this$case,$we$decided$to$make$a$brochure$that$is$ less$word$focused$and$more$picture$driven.$We$felt$as$though$it$is$easier$to$show$the$ reader$what$Exercise$is$Medicine$does,$rather$than$just$tell.$ $ There$are$a$few$important$factors$in$designing$a$wellIthoughtIout$brochure:$ 1. The$front$page$requires$an$identifiable$image$so$that$readers$can$associate$ the$brochure$with$the$initiative.$For$this,$we$used$the$Exercise$is$Medicine$ logo,$as$well$as$a$colorful$graphic$that$is$used$on$various$other$materials$in$ our$media$kit.$ 2. The$inside$flap$is$the$most$important$page$of$the$brochure.$Here$is$where$we$ decided$to$include$the$most$pertinent$information$about$Exercise$is$Medicine$ and$Health$Promotion$and$Wellness$Services.$ 3. The$three$inside$pages$of$the$brochure$feature$more$information$on$Exercise$ is$Medicine,$showcasing$four$reasons$to$get$involved$with$the$service,$as$well$ as$more$facts$about$the$costs$of$the$initiative$and$what$it$offers.$ 4. The$back$of$the$brochure$is$where$the$sponsors$are$featured$and$where$ contact$information$and$websites$for$readers$to$research$more$information$ on$Exercise$is$Medicine$are$located.$ $ + + +

What is Exercise is Medicine

EIM Official Partners and Advocates

and chronic diseases.

About Health Promotion and Wellness Services Health Promotion and Wellness Services wishes to increase the overall health standards at Auburn wellness. provides the Auburn University community with evidence-based and theory-driven health promotion and prevention services. We serve as health and wellness

Connect With us! Tweet us @AuburnHealth!

A Healthier Campus is a Happier Campus!

campus atmosphere that supports and respects healthy

For more information visit: policy.

www.exerciseismedicine.org/ policy.

Health Promotion and Wellness Services Student Center, Suite 2101 Auburn, AL 36849 (334) 844-1528 Fax: (334) 844-1018 Email: hpws@auburn.edu

4 Reasons to get involved with Exercise is Medicine

exercise makes you healthy!

Exercise Makes you Happy!

No longer Rely on unnecessary drugs

How much does Exercise is Medicine Cost? The cost of the Exercise is Medicine program is $____ a semester and is customizable based on your needs.

*Additional information can be added as it becomes available.

2 4

Will Save you Money in the Long run

What does my money pay for? of services for members. The program costs cover fees for student recreation services, personal trainer fees and health screening tests. The cost of Exercise is Medicine is customizable based on your needs to become and healthier and happier Tiger! *Additional information can be added as it becomes available.

Newsletter+explanation+ + The$newsletter$we$have$provided$is$an$example$of$something$the$committee$ can$use$to$help$keep$each$department$informed.$The$newsletter$has$a$place$for$ upcoming$events,$such$as$upcoming$meetings$or$special$events.$In$the$place$for$a$ spotlight$member,$we$used$Matt$Goodloe$as$the$example$since$we$have$worked$ directly$with$Goodloe$throughout$the$semester.$This$will$be$an$opportunity$to$ spotlight$someone$who$is$working$hard,$or$a$specific$department$that$has$had$a$lot$ of$Exercise$is$Medicine$progress.$There$is$also$a$place$reserved$for$news.$This$is$a$ small$place$to$recap$the$last$meeting$or$highlight$what$work$is$in$progress.$The$ newsletter$was$designed$with$Adobe$InDesign$6$and$any$changes$can$be$made$there.$ $ + +

UPCOMING EVENTS -Kick-off Activities

August 2013

-Committee Meetings Etc.

Member Spotlight

Matt Goodloe Matt works as a Graduate Intern for HPWS, assisting with the development and implementation of the Exercise is Medicine program for the Division of Student Affairs. He holds a Bachelor of Science in Business Adminstration from Auburn University and is currently working towards a Master of Education in Higher Education Adminstration. Matt is originally from Hoover, AL, and enjoys running, music and outdoor sports. He is also an avid sports fan, actively following Auburn Athletics, the Chicago Cubs and the Vancouver Canucks.

Exercise is Medicine is excited to have had the PRCM 4090 Campaign class help with the public relations aspects of the EIM initiative. They have worked with Matt, Health Promotion and Wellness Services, Tiger Dining and the EIM committee in creating useful public relations implementation materials.

Flier+Explanation+ + Brochures$are$great$for$getting$mass$amounts$of$information$out,$but$fliers$ are$better$to$get$straight$to$the$point.$Fliers$in$general$are$easier$to$digest$and$can$be$ more$visually$appealing$to$viewers.$Therefore,$we$designed$a$flier$for$Exercise$is$ Medicine$to$hand$out$to$students$before$and$during$the$launch$of$the$initiative.$The$ flier$is$colorful$and$eye$catching$while$focusing$on$the$main$points$of$Exercise$is$ Medicine.$Ways$to$obtain$more$information$are$given$on$the$flier.$ $ + +

Want to get healthier but donâ&#x20AC;&#x2122;t know where to start? Stop relying on unnecessary prescription drugs!

Be the difference!

Exercise is Medicine is a global initiative for a healthier world. Through EIM you can gain advice from doctors and personal trainers on how to naturally make your life happier and healthier!

Exercise is Medicine A Healthier Campus is a Happier Campus!

To find out more information visit: auburn.edu/studentAffairs/HealthAndWellness Follow us @AuburnHealth!

Download the Tiger Dining app for healthier options!

Partnership+Explanation+ + The$partnership$list$is$provided$so$that$media,$clients$or$committee$members$ can$see$which$national$or$global$companies$are$on$board$with$Exercise$is$Medicine.$ There$is$also$a$partnership$list$that$breaks$down$the$different$areas$on$campus$that$ are$a$part$of$the$Exercise$is$Medicine$initiative.$These$can$be$used$as$a$source$to$ consult$when$relaying$information$or$organizing$events.$ + + +

Partnerships

! !

EIM Global Partners

! Coca-Cola Company - Founding Partner Anytime Fitness â&#x20AC;&#x201C; Founding Partner Techno Gym United Health Foundation ! !

EIM Global Advocates

! USA Track and Field Healthy Learning Medical Fitness Association USPTA NBA FIT US Masters Swimming Dunk

On-Campus Partnerships ! ! !

Dr. Kim Frazier - Assistant Vice President, Student Affairs Dr. Fred Kam - Medical Director, Auburn University Medical Clinic Dr. Doug Hankes - Director, Student Counseling Services Bill Jackson - Associate Director, Campus Recreation Nick Drake - Personal Training Coordinator, Campus Recreation Eric Smith - Director, Health Promotion and Wellness Services Matt Goodloe - Graduate Intern, Health Promotion and Wellness Services Dr. Jared Russell - Associate Professor, Department of Kinesiology Tammy Hollis Karla McCormick - Executive Director, Payroll and Benefits Gary Ward - Manager, Employee Benefits Glenn Loughridge - Director, Campus Dining Jessica-Lauren Newby - Registered Dietitian

QR+Code+Explanation+ The$QR$code$offers$a$different$option$for$students,$faculty$and$staff$to$receive$ more$information$about$the$Exercise$is$Medicine$initiative.$To$use$the$QR$code,$ viewers$of$the$advertisement$can$simply$scan$the$code$with$their$mobile$devices,$ accessing$the$Health$Promotion$and$Wellness$Services$website.$The$scanner$for$the$ QR$code$is$offered$through$various$free$apps$offered$on$all$Smartphone$platforms.$ The$QR$code$offers$an$instant$channel$to$educate$the$viewer$with$information,$ rather$than$having$the$viewer$memorize$a$website$address$to$visit$later.$This$is$a$ modern$way$of$effectively$spreading$information$and$awareness$about$the$Exercise$ is$Medicine$initiative$that$can$be$added$to$any$type$of$promotional$material.$ $ + +

Traditional+News+Release+Explanation+ + Since$Exercise$is$Medicine$is$a$new$initiative,$we$know$the$initiative$will$need$ plenty$of$publicity$when$it$is$launched.$For$this$reason,$we$created$a$traditional$news$ release.$Health$Promotion$and$Wellness$Services$will$be$able$to$send$this$to$all$the$media$ sources$on$its$list.$We$have$left$certain$portions$of$the$release$blue.$This$signifies$the$areas$ that$can$be$expanded$or$changed$once$the$details$of$the$program$are$solidified.$The$office$ and$media$sources$can$then$choose$to$run$as$little$or$as$much$of$the$release$as$they$like.$$ $ + +

FOR IMMEDIATE RELEASE Contact: Matt Goodloe, (205) 612-2800 (goodlmr@auburn.edu) Exercise is Medicine program offers Auburn students, faculty and staff a way to lead happier, healthier lives

AUBURN (Month XX, 2013)--"May cause nausea, drowsiness, headache, irritability and swelling." There are many reasons to avoid taking drugs. Through the inaugural Exercise is Medicine initiative, Auburn University is offering students, faculty and staff the option of using exercise instead of medicine to solve healthcare problems. Exercise is Medicine is a new initiative meant to create a happier, healthier campus. It offers students, faculty and staff the option of utilizing exercise and natural measures to combat certain illnesses and healthcare problems, as opposed to taking medicine for these issues. Through the initiative, students, faculty and staff are being offered exercise options, personal trainers, nutritional assessments, personalized health advice, healthier dining choices and much more, instead of relying on drugs. So how does it work? Students, faculty and staff members can choose to pay a small fee of $XX. This pays for a personalized healthy lifestyle regiment. Depending on the participant's particular needs, it can include a personal trainer, exercise classes and nutrition and health advice, among other options. With this program, each participant receives personalized attention and can track his or her progress. In many cases, it can be used as a preventative measure against certain illnesses or as a form of treatment. Tiger Dining is also working with the Exercise is Medicine team to highlight healthier meal options on campus. This includes changes such as an app showing which campus restaurants provide food options that are delicious, healthy and can be incorporated into the Exercise is Medicine lifestyle. Through these measures, Health Promotion and Wellness Services hopes to see a happier, healthier campus. For more information, contact Health Promotion and Wellness Services by phone at (334) 844-1528 or by email at hpws@auburn.edu. Exercise is Medicine is part of a global initiative coordinated by the American College of Sports Medicine, focused on improving health and well-being by taking natural measures. This includes using exercise as a method of treating and preventing certain illnesses and chronic diseases. Health Promotion and Wellness Services office, Auburn University Medical Clinic, Tiger Dining, Campus Recreation and Student Counseling services are working together to bring this initiative to Auburn's campus. ###

Email+News+Release+Explanation+ + We$wanted$the$Exercise$is$Medicine$group$to$have$as$many$public$relations$ sources$as$possible.$We$know$that$some$of$the$target$audience$may$not$read$ traditional$press$releases,$or$it$may$be$easier$to$send$an$email$news$release.$For$this$ reason,$we$created$a$slightly$modified$email$news$release.$As$with$the$traditional$ release,$this$one$contains$portions$in$blue$which$can$be$adapted$as$the$initiative$ develops.$$ $ + +

To: Subject:

emailaddress@auburn.edu Be a Happy Tiger

For Immediate Release Month XX, 2013 Healthier Auburn Tigers are happier Tigers. This fall, students, faculty and staff are being offered a chance to start living in a healthier manner, through Auburn University's Exercise is Medicine initiative. Exercise is Medicine is a new initiative that offers students, faculty and staff the option of utilizing exercise and natural measures to combat certain illnesses and healthcare problems, as opposed to taking medicine for these issues. Auburn University Health Promotion and Wellness Services, Tiger Dining, Auburn University Medical Clinic, Campus Recreation and Student Counseling are joining forces to bring Exercise is Medicine to campus. The Exercise is Medicine initiative plans to offer a number of services to help students, faculty and staff live as healthy as possible. These include programs offering personal trainers, nutritional assessments, counseling and healthier food options. By paying an affordable fee of $XX a semester, students, faculty and staff can join the Exercise is Medicine movement. This program offers a low-pressure environment in which all participants are encouraged to improve their lifestyles, with trained professionals helping them every step of the way. To learn more, contact Health Promotion and Wellness Services at (334) 844-1528 or by email at hpws@auburn.edu. Exercise is Medicine is part of a global initiative coordinated by the American College of Sports Medicine, focused on improving health and well-being by taking natural measures. This includes using exercise as a method of treating and preventing certain illnesses and chronic diseases. It is being implemented on Auburn's campus in fall 2013.

###

Backgrounder+Explanation+ + $ The$backgrounders$are$a$short$and$concise$explanation$of$Exercise$is$ Medicine,$Health$Promotion$and$Wellness$Services$and$the$CocaICola$Company$with$ which$they$plan$to$partner$with.$It$is$considered$a$biography$of$an$organization$and$ is$useful$for$media$who$want$to$write$their$own$features$on$the$organization$and$its$ history.$It$is$usually$written$based$off$of$the$fact$sheet$about$the$organization.$We$ recommend$that$the$backgrounder$be$used$as$a$part$of$the$media$kit$that$is$ distributed$and$for$updating$the$website$or$brochure.$$ + + +

Student Center, Suite 2101 Auburn, AL 36849 (334) 844-1528 Backgrounder Exercise is Medicine is an initiative focused on encouraging primary care physicians and other health care providers to include exercise when designing treatment plans for patients. This initiative is set to launch in fall 2013. Exercise is Medicine is committed to the belief that exercise and physical activity are integral in the prevention and treatment of diseases and should be regularly assessed as part of all medical care. Research shows that exercise has a role in the treatment and prevention of more than 40 chronic diseases including diabetes, heart disease, obesity and hypertension, and can reduce mortality by 50 percent. Exercise is Medicine is designed to help engage students, faculty and staff in ongoing efforts to improve physical fitness and health and wellness across campus. One component of the initiative will be for students, faculty and staff to receive tips and tools that will help them utilize physical activity to prevent or manage many of the most common health conditions. Students, faculty and staff will learn strategies on fitness that can become lifelong habits for wellness.

-more-

A key component of Exercise is Medicine involves calling the Auburn University Medical Clinic to review and assess every patientâ&#x20AC;&#x2122;s physical activity level at every visit. Patients should be counseled on exercise regimens, with office visits concluding with exercise clearance and prescription or referral to a certified health and fitness professional. The initiative aims to have physical activity recorded as a vital sign during patient visits and to encourage able patients to meet the U.S. Physical Activity Guidelines for Americans by participating in at least 150 minutes of moderate-intensity physical activity and five days of physical activity per week. The Exercise is Medicine initiative includes support from the American Heart Association, the American Academy of Family Physicians and the Coca-Cola Company. ###

Student Center, Suite 2101 Auburn, AL 36849 (334) 844-1528 Backgrounder Health Promotion and Wellness Services was founded in January 2011 when Dr. Ainsley Carry, vice president of student affairs, thought the campus was not doing a good job of providing education and health promotion services. Led by Eric Smith, director, Health Promotion and Wellness Services provides the Auburn University community with evidencebased and theory-driven health promotion and prevention services. Health Promotion and Wellness Services’ vision statement is that it wishes “to increase the overall health standards at Auburn University by affecting students’ knowledge, beliefs, attitudes, skills and behaviors concerning health and wellness.” Health Promotion and Wellness Services exists to cultivate a campus atmosphere that supports and respects healthy lifestyle decisions made by students, faculty and staff. As a campus resource, it serves to educate all members of the Auburn family about living a healthy lifestyle and the many benefits of making healthy choices. Health Promotion and Wellness Services offers a variety of outreach options, designed to educate students and provide information about several health-related issues. This includes information and resources pertaining to alcohol and drugs, interpersonal violence, academic health, health and wellness and sexual health and wellness. -more-

Some outreach programs include Safe Harbor, Step Up and War Eagle Wheels amongst others. Along with the outreach options, Health Promotion and Wellness Services facilitates discussions about a variety of health and wellness topics impacting students' academic and personal success. Some topics include self-care, relationships and community. It also has an Exercise is Medicine initiative set to launch in fall 2013. ###

Coca-Cola Company 1 Coca Cola Plz NW Atlanta, GA 30313 Backgrounder The Coca-Cola Company is one of the leading partners of the Exercise is Medicine initiative. Coca-Cola was invented May 1886 by Dr. John S. Pemberton in Atlanta, Ga. The name "Coca-Cola" was suggested by Pemberton's bookkeeper, Frank Robinson. He penned the name Coca-Cola in the flowing script that is famous today. Coca-Cola was first sold at a soda fountain in Jacobs' Pharmacy in Atlanta by Willis Venable. During the first year, sales of CocaCola averaged nine drinks a day, adding up to total sales for that year of $50. Today, led by Coca-Cola, the world's most valuable brand, the Coca-Cola Company’s portfolio features $16 billion brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, it is the number one provider of sparkling beverages, ready-to-drink coffees, juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy their beverages at a rate of more than 1.8 billion servings a day. Coke has become one of the global market leaders in the beverage industry. Coke’s mission statement seeks to “refresh the world, inspire moments of optimism and happiness and to create value and make a difference.” -more-

Muhtar Kent is its chairman of the board and chief executive officer, a position he has held since April 2009. He has helped the company produce 3,500 products worldwide with more than 500 brands. Coke currently has the number one product fan page on Facebook with 62,158,919 likes, and 64,040 Twitter followers. ###

Frequently+Asked+Questions+Explanation$ Frequently$Asked$Questions$(FAQs)$are$developed$to$answer$common$ questions$the$audience$may$have$about$the$organization$and$the$services$it$offers.$ FAQs$can$be$posted$to$the$website$or$distributed$along$with$materials$created$to$be$ given$out$during$the$implementation$period$of$the$initiative.$For$the$Exercise$is$ Medicine$initiative,$Health$Promotion$and$Wellness$Services$should$post$the$FAQs$to$ the$website$and$distribute$hard$copies$during$fall$2013$to$target$Auburn$University$ students,$faculty$and$staff.$$ $ + +

AU Health Promotion and Wellness Services Student Center, Suite 2101 Auburn, AL 36849

Contact: AU Health Promotion and Wellness Services email: hpws@auburn.edu phone: (334) 844-1528 !

Frequently*Asked*Questions* What is Health Promotion and Wellness Services? Auburn University Health Promotion and Wellness Services provides information to students to help them make healthier lifestyle choices on campus. The office focuses on student attitude, self-esteem, body image, physical fitness, nutrition and mental health. What services are offered to help students through different problem areas? The office provides outreach on topics such as alcohol and drug use, interpersonal violence, academic health, relationship abuse, self-care, anger management, conflict resolution, and campus involvement and volunteering. Where can students find information about Health Promotion and Wellness Services? The office has a blog, Facebook, Twitter and YouTube account that can be accessed on the website with updated posts and information. The website can be found at https://cws.auburn.edu/studentAffairs/healthAndWellness/. The office also discusses important topics on BeWell Radio every Wednesday at 10 a.m. CT on WEGL 91.1. Are there written materials that provide information for students to read instead of accessing social media outlets for information? Health Promotion and Wellness Services publishes written materials on the website for students to view as PDF files. These materials include information about the office, healthy transitioning into college, alcohol abuse and drug use. Where is the Health Promotion and Wellness Services office located? The office is located on the second floor of the Student Center in Suite 2101. What is the best way to contact Health Promotion and Wellness Services? The best way to contact the office is by email at hpws@auburn.edu to schedule an appointment or by phone at (334) 844-1528.

! Contact: AU Health Promotion & Wellness Services

American College of Sports Medicine P.O. Box 1440 Indianapolis, IN 46206-1440 exerciseismedicine.org

email: hpws@auburn.edu phone: (334) 844-1528

Frequently*Asked*Questions* What is Exercise is Medicine? Exercise is Medicine is a global initiative that is coordinated by the American College of Sports Medicine. This program encourages increased physical activity prescribed by doctors rather than prescription drugs to prevent certain illnesses and chronic diseases. What illnesses and chronic diseases can be prevented by prescribing exercise instead of prescription drugs? Exercise can be prescribed as a preventative measure for problems such as diabetes, strokes, high blood pressure and heart disease. What is the purpose of using exercise instead of prescription drugs to prevent these illnesses and chronic diseases? The purpose of Exercise is Medicine is to help establish healthier lifestyle choices in individuals long term. Including increased physical activity into daily routines will help prevent future illnesses and promote less reliance on prescription drugs. Are personal trainers assigned to individuals receiving treatment through Exercise is Medicine? Yes. Exercise is Medicine coordinates the use of personal trainers into the program to provide support and guidance for patients. Who supports Exercise is Medicine? Several colleges in the United States have implemented the program. Organizations such as the Coca-Cola Company are official partners with this initiative. U.S.A. Track and Field and the United States Masters Swimming teams are also advocates of the program. Is Exercise is Medicine a costly program for individuals who have been prescribed exercise instead of prescription drugs? The cost of the program will vary depending on the organization that is implementing the program. Depending on the organization, there may be resources available that could potentially reduce the cost for individuals prescribed to the program.

Fact+Sheets+Explanation+ $ Fact$sheets$are$created$to$provide$information$about$the$organization.$The$ information$is$traditionally$placed$in$bullet$form$making$it$easier$for$someone$to$ read.$The$fact$sheets$created$for$Health$Promotion$and$Wellness$Services$for$the$ Exercise$is$Medicine$initiative$should$also$be$distributed$during$the$fall$2013$ implementation$process.$Providing$quick$facts$to$students,$faculty$and$staff$will$help$ inform$the$target$audience$about$the$organization$and$its$services.$$$$ $ + +

! !

FACT SHEET •

Auburn University Health Promotion and Wellness Services provides information to students to help them make healthier lifestyle choices on campus.

•

The office provides outreach on topics such as alcohol and drug use, interpersonal violence, academic health and relationship abuse.

•

Health Promotion and Wellness Services partners with organizations such as Safe Harbor, the Sexual Assault Awareness Month Task Force, TESI Team and the Advisory Committee for a Drug Free Campus and Work Place.

•

The office provides information on self-care that includes attitude, self-esteem, body image, physical fitness, nutrition and mental health.

•

Information and discussions about anger management, conflict resolution, and campus involvement and volunteering is also provided.

•

The office will implement a new initiative, Exercise is Medicine, beginning fall 2013. More information on the program to follow.

•

Health Promotion and Wellness Services has a blog, Facebook, Twitter and YouTube account that can be accessed on the website with updated posts and information.

•

For more information about Health Promotion and Wellness Services, visit https://cws.auburn.edu/studentAffairs/healthAndWellness/, call (334) 8441528 or email hpws@auburn.edu.

FACT SHEET •

Exercise is Medicine is a global initiative that is coordinated by the American College of Sports Medicine.

•

The American College of Sports Medicine is the largest sports and exercise organization in the world.

•

Exercise is Medicine encourages increased physical activity prescribed by doctors rather than prescription drugs to prevent certain illnesses and chronic diseases.

•

Increased physical activity can help lower the risk of such illnesses as diabetes, strokes, high blood pressure and heart disease.

•

Exercise is Medicine coordinates the use of personal trainers into the program to provide support and guidance for the patient.

•

The Coca-Cola Company is one of the official partners of Exercise is Medicine.

•

U.S.A. Track and Field and the United States Masters Swimming teams are advocates of the program.

•

Auburn University will implement Exercise is Medicine beginning fall 2013.

•

The Auburn University Medical Clinic, Tiger Dining and Campus Recreation are providing services to make the implementation of the program a success for Auburn students, faculty and staff.

•

For more information about Exercise is Medicine, visit exerciseismedicine.org or contact Auburn University Health Promotion and Wellness Services by phone at (334) 844-528 or email hpws@auburn.edu.

Tiger+Dining+Fact+Sheet+Explanation+ + Tiger$Dining$is$an$integral$part$of$Exercise$is$Medicine.$The$organization$has$ a$lot$to$offer$students,$which$they$may$not$know$about.$This$includes$a$Tiger$Dining$ App$being$developed.$For$this$reason,$we$decided$to$create$a$fact$sheet.$This$can$be$ utilized$when$informing$students,$faculty$and$staff$about$everything$Tiger$Dining$ has$to$offer.$It$can$be$used$in$a$variety$of$circumstances,$including$being$offered$at$ Tiger$Dining$locations,$or$used$in$the$Camp$War$Eagle$and$SOS$tours.$$ + +

FACT SHEET •

Tiger Dining is working with the Exercise is Medicine program to help Auburn University's students, faculty and staff become happier and healthier.

•

To make eating well on campus easier, Tiger Dining has developed the Auburn University Tiger Dining App, which can be downloaded for free at the app store.

•

The app contains various information about Tiger Dining restaurants, including restaurant locations and directions to reach them.

•

It also includes a menu item nutritional label info section, which displays nutritional information for a selected menu item.

•

A restaurant detail section displays the hours for the current day, health icons and menu items. Selecting any item will take you to its nutritional information.

•

Gluten-free, vegetarian and vegan options can be found on campus and are described on the Tiger Dining website.

•

Auburn University's campus will also soon see new additional healthy dining options.

•

To learn more about Tiger Dining and the options offered, visit http://www.dineoncampus.com/auburn/.

•

For more information about Exercise is Medicine, visit exerciseismedicine.org or contact Auburn University Health Promotion and Wellness Services by phone at (334) 844-528 or email hpws@auburn.edu.

Meme+Explanation+ + $ The$meme$advertisements$are$a$different$approach$to$raise$awareness$for$ the$Exercise$is$Medicine$initiative.$They$are$humorous,$offering$a$different$type$of$ aesthetic$when$compared$to$other$types$of$promotional$materials.$We$feel$as$though$ the$memes$will$resonate$with$the$younger$demographic$of$Auburn$University$and$ will$be$an$effective$way$to$garner$attention$while$offering$multiple$options$to$ receive$more$information$on$Exercise$is$Medicine.$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $

TOOK WEIGHT LOSS PILLS INSTEAD OF EXERCISE

GAINED WEIGHT