Advisory committee meeting 30 August 2017 The Consumer Educatio - - PowerPoint PPT Presentation

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Advisory committee meeting 30 August 2017 The Consumer Educatio - - PowerPoint PPT Presentation

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Advisory committee meeting 30 August 2017 The Consumer Educatio ion Proje ject of f Mil ilk SA target market General communication Specialised communication Consumers LSM 6-10 Dietitians, nutritionists, doctors and nurses Six key

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Advisory committee meeting 30 August 2017

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The Consumer Educatio ion Proje ject of f Mil ilk SA target market

General communication Specialised communication Consumers LSM 6-10 Six key messages Health and nutritional benefits of dairy Dietitians, nutritionists, doctors and nurses Proactive and reactive scientific messages to health professionals regarding the health and nutritional benefits of dairy.

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OUTPUT 2017 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Television Burst 1 Burst 2 Burst 3 Burst 4 Burst 5 Digital

FB & Tasty Treat FB & Tasty Treat FB & Tasty Treat FB & Tasty Treat FB & Tasty Treat FB & Tasty Treat FB & Tasty Treat FB & Tasty Treat FB & TT FB & TT FB & TT FB & TT

Consumer Print Cons Print Cons Print Cons Print Cons Print Cons print Cons Print Cons Print Stokvel x2 Stokvel Stokvel Health Prof print HP print HP Print HP Print HP Print HP Print HP Print HP Print HP Print Clinic training Clinic visits NC district Other districts to be targeted: Free State, North West and Northern

  • Cape. Eastern Cape being completed in August and September

University visits X 8 Limpo po KZN PE UFS UCT UWC UOFS Stelle nbosh UP Conferenc es & pres- entations ADSA SASDT SCNH IMP GDP CNE

SAAFoST IDF-WDS

CNE / CEP Social media campaign

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Television and social media messaging

2014 -2015 2015-2016 2016-2017

  • Dusty – athlete with no

trophies

  • Stix – the drummer that plays

to hard

  • Loretta Rush:

Fashion model that ‘just wants to go’

  • Hammock – Cell phone
  • Pool – dog wash
  • Ball – switch off the light

Go Physical energy

Go

Mental energy/vitality Sport Music Fashion Chill time www.Dairy gives you go.co.za

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Television and Go Guy

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Change of end frames of TV ads

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Teenagers’ website: www.dairgivesyougo.co.z .za

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Digital media: tasty treats

MONTH TASTY TREAT February Spicy Chicken Cheese Taco’s February/ March Chocolate panacotta April Easter explosion May No bake oreo cheesecake June Cherry Tomato & Mozzarella Pasta July Mexican Omelette August French toast

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Consumer Print

Huisgenoot/DRUM Move!/Kuier

  • Target: Mothers with

children

  • Nutrient rich message
  • Six key messages plus

the 3-A-day messages

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Consumer print

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Sports related advertorials Consumer print

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Digitorial in Huisgenoot and Drum

Campaign overview Huisgenoot and Drum Total reach 349 904 Total engagement 11 356 Digitorial page views 4 114 Consumer print

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Consumer print

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Consumer print

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If you’re Lactose intolerant you can still be hot to trot and stay #OnTheGo. Don’t miss out on your Dairy go! www.dairygivesyougo.co.za

FACEBOOK BOOSTED POSTS

Huisgenoot: 102 456 people reached 1837 reactions, comments and shares Drum: 87 404 people reached. 1067 Reactions, comments and shares

Twitter Huisgenoot Drum Impressions 1389 5327 Total engagements 37 37 Consumer print

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Stokvel event

Consumer print

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School proje ject

  • Ongoing: Distribution of material

to various schools, Douglas Dale and MPO.

  • Working with DBE on School

Milk Day on 27 September 2017.

  • Providing ‘school kit’ to primary

school in Groot Brak rivier

  • Each teacher receives the guide

and poster.

  • Kids receives fact sheet and
  • pportunity to partake in a

competition

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E Classroom, worksheets and downloads

JANUARY FEBRUARY MARCH APRIL MAY JUNE 2409 1537 1722 1306 2085 1908 School project

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Theme:

Think you drink – choose water

Q&A:

  • 21. What are some healthier beverage
  • ptions in addition to water?
  • Beverages that are both refreshing and

healthy include unsweetened coffee/tea, low-fat or fat free milk, soya milk and vegetable juice in small portions

National Nutrition Week 2017

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Health professionals communication

Target audience: Dietitians, Nutritionists, Doctors, Nurses and health promoters Liaison with other bodies

  • ADSA
  • Conference presentations
  • University visits - presentation to 3rd / 4th

year students

  • Department of Health
  • Department of Basic Education
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Health Professionals

Technical advisory committee

  • Dr Friede Wenhold
  • Dr Zelda White
  • Dr Tuschka Reynders
  • Prof Rene Blaauw
  • Prof Corinne Walsh
  • Nicki de Villiers
  • Dr Ingrid van Heerden
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Health Professional print

Nutrition Reviews and advertorials

  • A Review of Research to Determine if

high-fat Cheese plays a Protective Role in Cardiovascular Disease and Metabolic Syndrome

Evidence based

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Dairy foods and cancer prevention

  • To be presented at SAAFOST on

5 September as Plenary presentation.

  • Poster presentation at IDF-DWS
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Plant based beverages / Milk alternatives

Published in SAJCN, SAMJ, ADSA newsletter and Forum on CEP website

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Clinics and wellness proje ject

Target: Nutrition advisors and health

educators employed by the DOH.

Purpose: To train and educate the target audience on the FBDG ‘Have milk, maas or yoghurt every day’, in order to equip them with knowledge to transfer the ‘goodness of dairy’ message to consumers. Tools to use at clinic level Wellness project

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Clinic and wellness project reach

  • 52% of districts in SA
  • 1245 Nutrition advisors and Health promoter

2 4 6 8 10 12

Western Cape Eastern Cape Northern Cape Free State North West Gauteng Limpopo Mpumalanga KZN

Districts where CEP presented training

Number of districts CEP presented training Number of districts/province

Eastern Cape current Wellness project

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Clinic project survey

  • To test the effectiveness of the

use of the educational material by the nutrition advisors and health promoters

  • Pilot study to test

questionnaire

  • 2 regions: Free State and

Northern Cape

  • Training must have been

received prior to June 2016.

Wellness project

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Objectives of the survey

  • Measure recall rate
  • Determine value / usefulness
  • Get feedback about the use of training

material

  • Establish main learning points
  • Understand use and benefits of training

material

SAMPLE 56 respondents (health promoters

  • r nutrition advisors)

6 district managers Wellness project

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Results of clinic survey

Results The recall rate of the training initiative, proved that all respondents:

  • accurately recalled the training

initiative,

  • it’s purpose and the content

thereof.

  • The values of the training initiative

are:

  • the gained confidence of

educating and advising low income consumers about the benefits of dairy products

  • the obtained knowledge of the

health benefits of dairy, especially the benefit of calcium for strong bones and teeth. Wellness project

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Wellness project

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Educational tool for health educators in clinics

NAME OF INSTITUTION/ HOSPITAL FREE STATE:

  • Universitas
  • Nasionale

hospitaal

  • Palanomi

WESTERN CAPE:

  • Grootte Schuur
  • Khayalitsha
  • Tygerberg

hospitaal

  • Rooikruis

59 tools distributed

Additional requests

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In International liaison

  • International liaison: International Dairy

Federation

  • Standing Committees on nutrition and

health

  • Standing Committees on Marketing
  • Global Dairy Platform
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International Milk Promotion group

  • Mid year meetings were held in Norway in 2017
  • Co-Ordinator of the CEP chaired the meetings
  • Presented:
  • Case Study: Dairy attitude study among nutrition

professionals

  • Trophy entry: TV and social media campaign
  • One of the three finalists
  • Winner to be announced at IDF – WDS, Belfast in October

2017

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Standing committee of Nutrition and Health

  • Dietitian of the project attended the mid-year meetings in Utrecht
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  • Infographic posted as ‘newsletter”
  • n ADSA communication platform

Used DGYG facebook and posted information For the week from 29 May – 2 June Reached 120 000 users

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www.redicoverdairy.co.za

www.rediscoverdairy.co.za

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  • 10 scientific peer reviewed articles on

dairy health and nutrition

  • Get accreditation
  • Develop platform on the website
  • Dietitians must register

before they can download the articles

  • Submit for points
  • CEP build a data base
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Co Contin inuin ing professio ional l educatio ion event presented by th the CE CEP: 18 October 2017

  • Dietitians and

nutritionists

  • Five speakers – dairy

health and nutrition

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Plan lannin ing 2018

  • Approach to planning and budget were circulated.
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Thank you for listening Christine Leighton christine@dairycep.co.za Or Maretha Vermaak maretha@dairycep.co.za

www.rediscoverdairy.co.za