Arthritis
and Osteoporosis
Prevention and Control Campaign
New Mexico Department of Health
Challenges
Cooney, Watson & Associates, Inc. was engaged to provide education, social
marketing and community collaboration services to the New Mexico Department of
Health’s arthritis and osteoporosis prevention programs.
Activities
- Planning and implementation of an outreach campaign targeting
men and women in the Farmington area who already had arthritis
or osteoporosis or who were likely to develop one or both diseases
- Development
of a logo that could be integrated with the state Department
of Health logo on various materials
- Branding of an exercise campaign (the “Local Motion”)
to encourage adults age 45+ who either have arthritis or osteoporosis
or who are at risk for developing these diseases to become more
physically active to reduce associated pain.
- Development of a culturally sensitive campaign inclusive of
all local audiences, specifically Navajo residents living in
and around the community
- Testing of materials with members of the target population
through four focus groups
- Development of three rack cards with photographs of local residents
being active in recognizable Farmington locations with a Navajo
rug design
- Creation of radio and print ads to encourage physical activity
and remind program participants of upcoming events, including
dance instruction, resistance exercise instruction and a 5K walk
in cooperation with the Arthritis Foundation
- Selection of incentives (pedometers, bandanas and activity
calendars) to be distributed at sponsored events
- Development of a “Merchant Club” to get employers
involved through offering incentives and discounts to Local Motion
participants
Results
- Ultimately, the program exceeded its goals, recruiting 360
individuals (goal was 250 individuals), of whom more than 60
percent had been diagnosed with arthritis and/or osteoporosis
- Nearly 40 employers joined the Merchant Club
- The Local Motion generated more than $4,000 in earned media
(publicity)
- Local Motion participants were surveyed, with 57 percent reporting
an increase in physical activity and 35 percent reporting a decrease
in arthritis pain
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Materials developed
for this campaign:
- Logo
- Poster
- Press Conferences
- TV and radio commercials in English and Spanish
- Media Plan and placement
- Fact Sheets
- Brochure
- Rack Cards
View Samples:
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