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Obesity in kids is now an epidemic in the United States. The number of children who are overweight has doubled in the last 30 years; currently one in five children is overweight. Moreover, overweight children tend to become overweight adults, continuing to put them at greater risk for heart disease, high blood pressure, and diseases like Type 2 diabetes.

Based on concerns about the rise in the incidence of Type 2 diabetes among high-risk youth, the NIDDK sponsored a national study (trial) to prevent the onset of Type 2 diabetes in high-risk middle school students (HEALTHY). Planit partnered with AED to develop a communications campaign and social marketing events to support this three-year effort.

From program recruitment through evaluation, Planit’s strategy focused on developing a bilingual campaign that was motivational as well as instructional.

The campaign was instrumental in changing the behavior of this middle school—aged target market by encouraging them to drink more water, increase physical activity, eat a more healthy diet, and create proper energy balance.

Planit’s integrated marketing approach was highly targeted to the school environment. We considered the schools to be the center point of the media plan while also considering flight and frequency in the creative and media strategy to attain maximum impact and effectiveness.