Four counties—Haywood, Lauderdale, Humphreys and Lake—in West Tennessee were identified by the Centers of Disease Control and Prevention as some of the unhealthiest in the United States. When the University of Tennessee Extension was awarded a grant from the U.S. Department of Health and Human Services (HHS) to create change in those areas, it needed a partner to carry out the initiative. UT Extension chose Designsensory to create the campaign and carry the initiative to all audiences.
The challenge was to motivate communities with established mindsets, values and habits to transform their lifestyles into healthy living. To do this, UT Extension had to become a trusted resource for members in the community to motivate people to change their habits and share the message. We also wanted to ensure that the campaign spreads a message of positive change—to Be More Live More—instead of diet and exercise, which carry a negative connotation for many.
In order to ensure a successful campaign, we combined print and digital tactics to establish the Be More Live More campaign. Before we began, we conducted ethnographic research and convened focus groups that helped us gain insight into the people who would interact with the campaign.
We then created a website where residents could come and learn about the campaign and specific events in their county, and download various resources. Be More Live More will continue to expand and become a hub of information for the community and rally them around the goal of achieving better health.
Finally, marketing collateral—such as recipe cards, a brand guide, posters, banners, positive messaging floor clings in grocery stores, trail markers, nutrition signage and direct mail pieces—is bringing the campaign to life in the community.