1. PR Writing and Campaigns
RCJ Consulting

2. Situation Analysis
 Client: "Fed Up" Documentary
 Produced in 2014, explains how sugar is the main cause of the obesity epidemic
 Main Issue: Obesity rates are out of control and we are eating ourselves to
death as a nation
 "Fed Up" is trying to inform Americans about the health implications of the
sugar in our food and a new way of looking at weight gain
 Challenges: lobbying power of big food industry, government pushback, and
inconsistent studies on weight loss/gain
Now it's our turn to try and help!

3. What is "Fed Up"?

4. Overview of Campaign Development
Research
Action (Overall Campaign Plan)
Communications (Tactic Explanations)
Evaluation

5. Research

6. Fed-Up as an Organization
 Currently have a well-developed website with various efforts to reach the
public
 Legislative support
 links to "a page for members to join that keeps people in the loop about policy makers
that are supporting regulations on sugary drinks and sodas
 Fed Up National House Parties
 kits that households can order that includes party ideas and discussion questions to create
“house parties” where the film in shown and discussed
 Highlights “food fighters” on website where individuals can post their own story on
how they are living healthier lifestyles
 Fed Up Challenge: National campaign for individuals to try cutting sugar out of
their diets for 10 days

8. Sugar is Poison
 Sugar is the main factor contributing to the obesity problem
 Sugar is 8 times as addictive as cocaine
 Recommended amount of sugar consumption per day is 6-9 teaspoons
 1977, Americans doubled sugar intake
 Sugar has many names on nutrition labels
 high fructose corn syrup, cane sugar, raw sugar
 Sugar is the only ingredient on a nutrition label that does not have a daily
value percentage next to it, all because of big food companies lobbying
power

9. Poison Cont.
 1980's began with new doctrine
 Government reported on how diets changed
 Sugar, dairy, and meat industries banned together
 Began to add sugar so it tastes better
 No fat= no taste
 American Heart Association Daily Allowance
 6-9 tbsps. of sugar a day
 Usually surpasses that with breakfast
 Bowl of cereal + orange juice

10. New Way at Looking at Weight Gain
 Old perceptions of weight gain and weight loss are changing
 Common view of how to lose weight is to burn more calories than you
consume
 All calories are not the same, though
 This calls for an emphasis on looking more closely at what we eat
 Why is a Calories Not a Calorie (Video)

11. World Health Organization
 United Nations
 No more than 10% of diet should be sugar
 Bush administration wanted to stop the report
 “Too tough on food industry”
 Extorted the WHO to get rid of it
 US government recommends 2x the amount
 No daily recommendation for sugar on nutrition labels
 Michelle Obama
 Change products
 “Let’s Move” Campaign

12. 1946 School Lunch Act
 Government got involved with school lunches
 schools became dependent on the money
 2006
 80% of all high schools had exclusive contracts with soda companies
 2012
 more than half serve fast food
 2010
 Obama made USDA come up with new guidelines

13. School Lunch Act Cont.
 Make bad decisions at school because there’s no other choice
 Nachos
 Cheeseburger or Sloppy Joe
 School stores promote unhealthy eating
 Deal on fast food each day
 Slushie
 Chips to buy
 Market to Children
 Health insurance buys stock in fast food companies

14. Today's Facts
 Current rate
 95% of all Americans will be overweight or obese in two decades
 1/3 will have diabetes
 More debt because healthcare for obesity
 Children will ultimately deal with it
 Other countries prohibited junk food and taxed soda
 By large food companies marketing sugary foods, they're also responsible for the
obesity epidemic

15. Survey
 Wanted to test the awareness of what people think is in their food and how
that may or may not contribute to the obesity epidemic
 75 Participants
 60 females, 14 Males, 1 Nonbinary
 Ages: 18, 19, 20, 21, 22+
 Questions Included:
 What do you think is the main cause of obesity in America?
 Answer: Foods that are high in sugar (44.6% )
 What is the recommended amount of sugar consumption per day?
 Answer: 6-9 teaspoons (60.8%)
 Which is healthier, regular or reduced fat peanut butter?
 Answer: Regular peanut butter (81.1%)

16. Survey Cont.
 How many teaspoons of sugar are in a 20 oz bottle of soda?
 Answer: 17 teaspoons (36.5%)
 Is there a daily recommended value for every item on nutrition labels?
 Answer: No (52.7%)
 Sugar is 8 times as addictive as cocaine
 Answer: True (73%)
 Which item has the most sugar?
 Choices: A cup of grape juice, 1 S'mores flavored Pop Tart, A bowl of Frosted Flakes, 1
chocolate chip cookie
 Answer: A cup of grape juice (45.9%)

17. Survey Results/Conclusions
Findings:
• 12 out of the 75 people surveyed (65%) did not include any mention of eating healthy
as a way to lose weight
• Based on these results, we can see that 18-22 year olds are unaware of what is in
their food and what is harmful to their bodies

18. Obese Counties in Pennsylvania
 Cambria (36%)
 Cambria Elementary School
 Fayette (35%)
 Fayette Elementary School
 Bradford (35%)
 School Street Elementary School
 Snyder (34%)
 Selinsgrove Elementary
 Northumberland (34%)
 Priestley Elementary school
http://www.kcci.com/news/25172870

19. Action (Campaign Layout)

20. Overview of Campaign
 Campaign Goal:
 To increase awareness in schools, homes, and health systems on the impact sugar has on
our bodies. Increasing awareness will inspire individuals to demand change in
Pennsylvania schools and the government.
 Objectives:
 1) To educate faculty (including school nurses) and students about the harmful effects
food they're eating can have on their bodies by visiting ten elementary schools in the
most obese counties in Pennsylvania by Fall 2016.
 2) To increase "Fed-Up House Party" registration by 100 sign ups from Pennsylvania
residents by Fall 2016.
 3) To receive 1,000 new sign-ups for the "Center for Science in the Public Interest" page
from Pennsylvania residents by Fall 2016.
 The page gives individuals the opportunity to support government officials who are pursing
positive changes related to the harmful foods we're exposed to.

21. Campaign Cont.
 Target Audience:
 Students
 Parents (of students)
 Nurses
 Faculty
* all from various public elementary
schools in the most obese counties in
Pennsylvania
 Overview of Tactics:
 School Assemblies
 T-Shirts
 Brochures
 Fact Sheets
 "Fed Up" App
 Rooftop Gardening
 News Release

22. Communications (Tactics)

23. Tactic Explanations
Assemblies
 Hold in-house assemblies at 5 schools
 Interactive and educational
 Distribution of Fed Up movie in health classes.
T-Shirts
 T-shirts with the names of hidden sugar in foods will be handed out when
students answer questions at assemblies
 Will be very colorful and strategic
Brochure
 will include quick facts, as well as “call to actions” that he/she can take
home to their parents such as the “Center for Science in the Public Interest”
page and the “Fed-Up House Party” link
 Emphasizes some information for parents

24. Tactic Explanations
Fact Sheet
 information on current studies and medical information related to obesity in kids.
“Fed Up” App
 Targeted toward students
 Advertise at assemblies
 A game that educates kids on healthy food choices
Rooftop Gardening
 Promote rooftop gardening at schools
 show kids how to plant, harvest, and eat healthy foods themselves
News Release
 Distributed to local papers surrounding the 5 schools
 Will summarize what Fed Up’s goal is
 Will be sent out after the assemblies as a reflection of what occurred and a summary of the
event

25. Tactic Example: T-Shirt

26. Tactic Example: Brochure

28. Tactic Example: Fact Sheet

29. Tactic Example: News Release

30. Evaluation

31. What would success look like?
 Success would be accomplishing all of our original objectives, which would mean:
 There is evidence that students, faculty, and parents have been educated about the harm of
the food they are eating by fall 2016
 Pre/Post Survey Scores
 Lunch/health program changes
 BMI comparison
 We received 1,000 or more new sign-ups on the “Center for Science in the Public Interest”
page by fall 2016
 We received 100 or more new sign-ups for the “Fed-Up House Party” registration by fall 2016

32. Evaluation Along the Way
 Constantly making edits to tactics to make sure they line up with our
objectives
 Brochure: insert plugs for "Fed Up House Parties" and "Center for Science in the
Public Interest" pages
 T-shirt: make more directed to target audience of children
 Fact Sheet: eliminate large emphasis on other causes that are not cohesive with
our main objectives

33. Will we be successful?
 We believe in our ability to accomplish our objectives and goal because we
carefully aligned our tactics with our objectives to:
 Educate all areas of our target audience
 Students: assemblies, brochure, t-shirts, app, rooftop gardening
 Parents: brochure, rooftop gardening
 Health experts: assemblies, fact sheet
 Local Communities: News Release
 Highlight key points that will encourage action mentioned in objectives
 "Fed Up House Parties" and political page pointed out on brochure
 Website mentioned in news release
 Our time limit is doable because the five assemblies is not an unreasonable
number of locations to plan and visit