Pennsylvania Advocates for Nutrition and Activity

Services:

Integrated planning, graphic identity, and social marketing campaigns

Challenge:

Pennsylvania Advocates for Nutrition and Activity (PANA) is a 500-member statewide coalition of healthcare, education, recreation, and urban planning organizations supporting healthy eating and increased physical activity. At its inception in 2003, PANA needed a position, a brand, and an initial marketing strategy.

Approach:

To help PANA market its community-based programs, SteegeThomson used market research to identify barriers and incentives to action in key audiences, then crafted clear messages and developed strategies to promote actionable, accessible programs for healthcare providers, educators, and community planners. We positioned PANA as the “go to” information source on nutrition and activity among its target markets statewide, as well as an expert resource for media, and we created a visual identity system to unite its core programs.

Results:

PANA’s campaign for healthier schools enrolled 75 percent of Pennsylvania’s school districts within four years, and its initiative to promote the state’s parks and trails as great places for physical activity is in place in more than 25 counties across the Commonwealth. PANA has been recognized by the Centers for Disease Control and other national agencies for its coordinated and successful approach to systems change.