pink-book

SAMPLE STRATEGY STATEMENT
Draft Creative Brief Used for NCI 5 A Day for Better Health Program Concept
Development and Testing (June 2001)
Intended Audiences—African-American and Latino adults (men and women) with
primary responsibility for shopping and food preparation who have children under the
age of 13 and have household incomes of $25,000 to $50,000 who believe they and their
families should eat more fruits and vegetables.
Objective(s)—1) to believe that increasing their fruit and vegetable (f/v) intake is possible
(provides a “can do” self-efficacy element), and 2) to increase their f/v intake (gets at the
behavioral element, which is the ultimate goal; provides the “do it” element).
Obstacles
• Low salience/competition with everyday concerns and priorities
• Storage
• Low self-efficacy
• Children’s reaction/sensory
• Cost, convenience, freshness (cost, both out of pocket and perishability, is a top barrier
among African Americans)
• Not filling and don’t taste good (Latino issues)
• Safety (safety/pesticide issues are top barriers for eating vegetables for Latinos)
• Lack of planning time
• Preparation time (preparation time is a “top” barrier for eating vegetables among
African Americans)
• Lack of familiarity with certain fruits and vegetables
• Competition with other food products; i.e., fast foods
• Nutritional concerns about frozen/canned; e.g., canned are high in sodium; and for
Latinos, “not as healthy” misconception
• Lack of confidence in ability to get fruits and vegetables outside the home (survey
data, Latinos)
Key Promise
• If we eat more fruits and vegetables every day, I’ll feel good knowing we’re setting a
good example for our children and investing in a healthy future.
• If my family members eat more fruits and vegetables, they will function at their best and
protect their health as well as feel more energetic, help control their weight, and cleanse
their system.
• If we eat more fruits and vegetables every day, my family will stay healthy while
reducing its risk of cancer or heart disease in the future.
• If we have plenty of fruits and vegetables available for our family, we will be setting a
good example and teaching our children good, lifelong eating habits.
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42 Planning and Strategy Development