Name: Zoe Kavanagh

Organisation National Dairy Council

Event name IMP Trophy Presentation

PROMOTING DAIRY FORTEENAGE HEALTHY LIVING

PROMOTING DAIRY FOR TEENAGE HEALTHY LIVING

Analysis Of The Environmental Situation

Analysis And Definition Of The Problem/Opportunity

Campaign Objective(s)

Strategies And Their Rationale

Implementation, Including Creativity And Rationale

Results

PROMOTING DAIRY FOR TEENAGE HEALTHY LIVING

Section 1: Analysis Of The Environmental Situation

Widespread Myths & Misconceptions About Dairy

Increasing Anti Dairy Sentiment Online

Health Situation

in Ireland

PROMOTING DAIRY FOR TEENAGE HEALTHY LIVING

PROMOTING DAIRY FOR TEENAGE HEALTHY LIVING

Analysis And Definition Of The Problem/Opportunity

• Section 2:

PROMOTING DAIRY FOR TEENAGE HEALTHY LIVING

Empower Irish Teenagers To Become Healthy Adults

The Problem

90 per cent of Irish men and 84 per cent ofIrish women are predicted to fall within acategory that ranges from 'overweight' to'obese' by 2030 (WHO, 2015).

Increasing Anti-Dairy Sentiment, popularityof exclusionary diets and uncertainty ofdairy’s role in nutrition.

The Opportunity

We can educate the youth of the day onsimple healthy life skills we will be investing inthe future health of Ireland.

Furthermore, first of its kind event, which willposition the NDC as a proactive organisationcommitted to Irelands Health Agenda.

PROMOTING DAIRY FOR TEENAGE HEALTHY LIVING

Campaign Objective(s)

• Section 3:

PROMOTING DAIRY FOR TEENAGE HEALTHY LIVING

Educate Teenagers on;

Healthy Eating

Exercise

Food as Fuel

Empower Teenagers to be Healthy

Leverage this event to;

Dispel common Myths &Misconceptions about Dairy

Contextualise how to increasetheir dairy consumption

Position Dairy as part ofHealth Solution

Take the conversation out of the room;

Live social updates

Social competition

Encourage students to interact with the NDC online

Join the Dairy conversation with positive message

PROMOTING DAIRY FOR TEENAGE HEALTHY LIVING

Strategies And Rationale

• Section 4:

Top Experts Encourage Healthy Habits For

Students Now - And For Their Future.

‘HealthFest 2016’ teamed up with some of Ireland’s top experts in their respective fields, to provide teenagers with a scope of information on ‘Healthy Living’ through engaging and diverse talks.

A combination of speakers that are existing TV Personalities as well as speakers with scientific backgrounds ensured that teenagers were engaged from the outset but that the content was robust.

Partnership With Government’s “Safefood” Gives the Event Credibility

On

th

e d

ay

At the event, Safefood’s agenda & presence amplified the wider Healthfestcampaign objectives. They promoted the importance of smart snacking,keeping active and hydrated, and getting a good nights sleep.

Safefood also ran an activity where students had to guess the sugar contentof drinks. This activity was very engaging, but it was also a valuablelearning exercise for students, reinforcing the Healthfest agenda, to engageand educate students on making healthier choices.

Live Interactive Sessions, Healthy Recipe Demos & Engaging Activities

Break out Activities Cooking demonstration Grip test Zumba Guess the sugar content Musical Chairs Milk the cows Create your own emoji Face painting Selfie competition

It was crucial to the NDC that this event was designed to be engaging from start to finish and that we considered both the teenagers and our campaign objectives when we designed the agenda.

PROMOTING DAIRY FOR TEENAGE HEALTHY LIVING

Implementation, including creativity and rationale

• Section 5:

PROMOTING DAIRY FOR TEENAGE HEALTHY LIVING

Recruitment Drive

Redesigning The Learning Experience

Live Social Updates

Radio & TV Media Partners

Leverage Event to build Audience on Snapchat

PROMOTING DAIRY FOR TEENAGE HEALTHY LIVING

NDC representative attended two events to recruit forHealthfest 2016;

• Transition Year Expo (August 2015): 300Transition Year Teachers in attendance, NDCreceived 2,000 sign ups from this event.

• PDST (September 2015): 120 Transition YearTeachers in attendance, NDC received 2,000 signups

The initial attendee KPI was 2,000 students but thiswas achieved after the first recruitment drive.Following this NDC increased the attendee KPI andsigned up 4,000 students with an additional waitinglist.

Healthfest Was Designed To Transform The Learning Experience For Students

Enchanted Stage

Design

Break time Activities had both teenagers in mind (Emoji Design, Selfie

Comp) & Campaign Objectives (Cooking Demo, Zumba)

Live Polling used by speakers, added depth to audience interaction

& offered real-time insights on student behaviours & beliefs.

Students Encouraged to use

#Healthfest throughout talks &interact with NDC.

Speaker Selection offered diverse

learnings: Fitness test from Karl Henry to

anecdotes from Brendan Courtney

HealthFest Comes Alive With Engaging & Interactive Activities

Using Social Media To Showcase #HealthFest& Take The Conversation Out Of The Room

HealthFest Partner With Irish TV Broadcaster TV3 & Shoot TV Features of Event

HealthFest On Air

HealthFest Partner With Irish Radio Broadcaster Media Central For Media Coverage on Spin1038

Spin1038 has a predominately young listenership. Partnering, with this channel positioned the NDC among their target market of Irish Teenagers.

PROMOTING DAIRY FOR TEENAGE HEALTHY LIVING

Results

• Section 6:

Snapchat: Building a Channel in a day, Connecting With Students & Live Feedback

500+ Followers on day

13.9k Impressions on Twitter From #HealthFest Event Updates

PROMOTING DAIRY FOR TEENAGE HEALTHY LIVING

• School’s Take To Social Media & Become #HealthFest Advocates

• Word of Mouth For Digital Natives Provides Earned Media

• Industry Guests Endorse HealthFest & Recognise NDC

• Media Commentary Before & After Event Brought HealthFest to Mainstream

Student Surveys: Listening To Students To Future Proof Healthfest

93% found presentations at Healthfest interesting 91% would recommend to next years transition years 51% thought Zumba was the best lunch time activity

• More food and drink options & food sampling• More sports stars (rugby, football) and guest speakers who

have overcome problems in their lives• More activities and stalls• Give out sample exercise programmes for students• Longer lunch for students to get involve in the activities

Thinking of Healthfest 2016 what suggestions would you have to improve HealthFest in future years?

Teacher Surveys: Leveraging Feedback To Develop Event

92% found presentations at Healthfest to be either relevant/very relevant 94% found the time and location suited their school 78% would definitely or would consider bringing students again next year

• Longer break to enjoy activities • More activities • Zumba was a big hit with students so more activities like

this Yoga, Pilates.• Maybe some basic fitness tests during the break • More food demos at lunch • Not enough competitions• More stands

Thinking of Healthfest 2016 what suggestions would you have to improve HealthFest in future years?

Next Steps: The Future of Healthfest

Healthfest Adopts To Adopt A Festival Approach To Event

The concept which the NDC is currently investigating is adopting Healthfest to be more like festival on Health Eating & Exercise,

• Cooking demonstrations

• Seminars & Talks

• Zumba & Other High Intensity Classes

• Food Fair with more sampling opportunities

“We see this as a critical day for all Irish Students. We want them to stop and think about what they are eating, are they exercising,because we do have a rising obesity issue in Ireland. So, if we can land some key messages today we are on the road to doing a reallyimportant job.”

- Zoë Kavanagh, MD The National Dairy Council [at Healthfest 2016].

The NDC is also working towards the support and advocacy of the Government & Active Health Minister moving forward. This willbenefit Healthfest but also affirm the NDC as an organisation that wants to work with the Government on the wider Health Agenda ofIreland.