California Soda Tax Committed to Addressing Obesity

Kudos to the San Diego Union Tribune for publishing an op-ed today and bringing to light why a soda tax can help curb California's obesity crisis. For moms like me, funding towards programs like this gives me hope that I have someone on my side to help me fight the suffocating marketing influences of the corporate giants. Maybe one day I won't feel like the bad mom who says no to sodas because as my children say, "What's the big deal? Everyone drinks them." I'm trying hard not to roll my eyes like Michelle Obama, but it is a big deal. 

~Muriel

California Soda Tax Wins Critical Health Committee Vote

A proposed statewide soda tax that would raise funds to fight childhood obesity moved closer to reality this week, after winning approval of the California Senate Health Committee. The 7 to 2 committee vote means the Sugary Drink Tax (Senate Bill 622) authored by Senator Bill Monning (D-Carmel) now moves to the Senate Appropriations Committee.

“The Senate Health Committee is rightfully concerned about the current childhood obesity crisis, which causes billions in preventable health care costs and lost economic output,” stated Senator Monning. “The Committee’s support demonstrates a desire to protect the health of our children and to mitigate the harmful effects of soda and other sugary drinks.”

The legislation, which won approval in the Senate Committee on Governance and Finance last week, would collect an excise tax of a penny per ounce on beverages distributed in California that have a high level of caloric sweetener, such as sodas, energy drinks, sweet teas, and sports drinks. The soda tax would raise an estimated $1.7 billion a year for a Childhood Prevention Obesity Fund that would, among other things, pay for nutrition education, park and recreation programs, PE teachers and improvements in school meals.

“Sugary drinks are the largest driver of the obesity crisis. Almost 40 percent of California children are overweight and one-third of all children, including half of Latino and African American children born in 2000, will have diabetes sometime in their lives. SB 622 is a critical step toward correcting that crisis, reducing consumption and paying for programs to help address the problems caused by these beverages,” said Dr. Harold Goldstein of the California Center for Public Health Advocacy, which sponsors the bill.

Support Your Local Library

Did you know that your local library has a lot more to offer than just books? We in Contra Costa County are fortunate to have a remarkable library system that serves not only as a learning center but as a social center as well.

 

Throughout the Contra Costa Library system, you’ll find not only books and reference services but author talks, book discussions and special events. I recently attended a delightful talk by Alexander McCall Smith, author of “The #1 Ladies’ Detective Agency,” sponsored by the Lafayette Library. And the Walnut Creek Library is hosting Michael Polan, author of “Cooked: A Natural History of Transformation,” at the Lesher Center in Walnut Creek on June 20^th. Special events such as these provide excellent opportunities to learn more about the people who write the books we read and care about.

Check out some of the other things you can find either at the libraries or on their website:

• An online Virtual Reference Library with topics approved by teachers, i.e. a series of eBooks dedicated to the California Missions for all you history buffs.
• A Tumble Book Library – online picture books your kids can either read or listen to.
• The Walnut Creek Library sponsors a citywide book club called One City, One Book; Live! From the Library – a free speaker series; and an annual Student Poetry Celebration.
• Under “Find Books” online, there’s a “Kid’s View” section with a revolving wheel of topics that allows kids to select books about things that interest them.
• For all readers, there is a “Read Alikes” section with suggestions for books that are similar to ones you’ve already enjoyed.
• Online tutorials to help you connect your Nook, Kindle or iPad to the library.
• Information about Project Second Chance – a one-on-one tutoring program that offers free and confidential literacy instruction to adults.
• And I saved the best for last – Discover & Go, a program where the library has paired with over 40 museums in the Bay Area to provide free tickets. Though the tickets are limited and on a first-come, first-served basis, they afford you a chance to visit such places as the Aquarium of the Bay, the Asian Art Museum, the Bay Area Discovery Museum, the California Academy of Science, the Lawrence Hall of Science, the Lindsay Wildlife Museum, the Oakland Museum of California to name but a few. What an incredible opportunity to explore the Bay Area and learn something new.

Have I piqued your interest? If so, take a moment to check out the Contra Costa County website at www.ccclib.org. You’ll be amazed by what you find there.

 

~Sharron

 

What Happened to Menu Labeling??

That’s very a good question.

You may recall that a few years ago California passed a law requiring calorie counts on menus and menu boards in chain restaurants. (A law Brown-Miller Communications was instrumental in getting passed.) This happened in spite of the dire predictions from the National Restaurant Association that it would lead to the end of civilization as we know it and cause the earth to spin off its axis. (Well, not quite that bad, but you get the idea.)

Calorie counts began appearing almost immediately and Californians rejoiced. In fact, it was such a good idea that a similar law was passed on a national level. It was just what the doctor ordered for a nation whose waistlines were getting bigger every year, and in which, according to the National Institutes of Health, obesity and overweight together are the second leading cause of preventable death in the United States, close behind tobacco use.

But something strange happened. In California those calorie counts began to disappear. “How can this be? Isn’t it the law?”  I asked myself. I checked with some of the restaurants managers who had once had them to find out what had happened, and here are some of the answers I got:

• “People didn’t like seeing them, so we took them off.”

• “The lawyers said we didn’t have to list them, so we removed them.”

• “It cost too much to include them.”

I contacted the Contra Costa Health Department, and was told that since the law is now a federal law, it overrides the state law. So the state is waiting for the Feds to hand down to the states the mechanics of how the Federal law is to be enforced, before it is written into the California Code. Currently there is no word as to when that might happen. So in the meantime, the county health departments, the agencies responsible for enforcing the menu labeling laws can’t enforce them. And waistlines in America continue to grow.

What can you do about it? Write your congressmen and encourage them to light a fire under whatever agency needs to get moving to get the new menu labeling code out to the states. Also, when you go into a restaurant and see the menu labeling, make sure you tell the waitstaff, manager or person at the cash register taking your order, just how much you appreciate them showing their calorie counts right out in plain sight where they are easy to see.  Then when you don’t see the calorie counts, complain about it. Ask them what they are trying to hide and why are they making it difficult to learn what their calorie counts are. They may try to hand you a brochure or direct you to a chart hanging up elsewhere. If they do, tell them you want the calories listed right up next to what you are ordering. You don’t what to go hunting down a confusing brochure or chart.  I’ve done it several times and I’ll continue to do it. And rest assured, I know from experience your actions will not lead to the end of civilization or cause the earth to spin off its axis. Just try it and you’ll see.

 

~Ken

8 Rules for Online Campaign Success

It’s crazy to think that in just a few short years most of our communication is being done in digital form – text messages, email, Skype, Twitter, LinkedIn, Facebook, Instagram and Vine. Of course, to me there is no substitution for a face-to-face, personal connection, but I have to admit – and I’m not sure when this transition happened – that my communication and relationships, whether personal or business, have tipped over to more on the digital side. The first thing I do when I wake up is to reach for my phone to check the weather.  Listen to Spotify on my phone while driving to work. At my desk, my email, Facebook, Twitter and LinkedIn feeds are in the background. And when I want to take a break, I check Instagram, Pinterest or YouTube in search of something to entertain me.

Let’s face it, it’s futile to fight the new arena of digital communications, and one must adapt or be left in the dust. You must be thinking that there has to be some sanity in the madness and a way to harness success in the digital communication world. It’s starting to feel more like the Wild West, back in the days of old. By that I mean that it’s exciting because of the possibilities, but people are lost on which way to go. Well yeehaw, pardner – saddle up for the eight rules of digital communication to help tame the wild world of social media for future campaign success.

1. Email is still king. Nine-four percent of adults online use email, according to Pew Research Center’s Internet and American Life Project Surveys (2008-2012). It may seem old-fashioned now but used appropriately, email continues to be the best way to reach the masses and the essential foundation for digital communications.
2. Mobile email will soon be the norm. Still thinking that emails are only read on computer desktops? Hate to break it to you, but it is 2013. Most people will, if not already, be reading their emails on mobile devices. What does this mean? You’ll have to start thinking about cross-platform promotion and simplicity. Less is more, but make it shareable in multiple ways. 
3. Multi-channel for maximum reach. It’s not unusual for people to go to different places to get what they need – TV, radio, newspapers, Internet, mobile phones, Facebook, YouTube – the list can go on and on. Don’t be afraid to try out new communication channels, but be mindful of your goal to make sure you’re reaching the right audience.
4. Measure your effectiveness. The only way to find out if you’re successful is to have a measurable objective. Don’t forget to measure your results based on your targeted goal.
5. Look into online communities. Kudos to social media for slowly breaking through silos organizations have unknowingly built up. While it’s important to understand your work, existing primarily in your own world does nothing to deliver your message to your audience. Don’t expect everyone to know who you are. Look into online communities and listen in to what other people are saying about the topic you care about and offer to be a resource. Engage and get feedback. 
6. Be a storyteller. No one wants to hear facts. Well, okay, some do, but for the most part, readers want to relate to your story. If possible, tell a story rather than stating a statistic.
7. Have one voice. It’s important to find your voice, whether you’re casual, professorial, funny or sarcastic. I don’t recommend angry. I’m sure I don’t need to tell you why. But have fun and be consistent.
8. Leverage real-time communication. Social media has provided a way to interact with people that is timely. It engages people and makes for a more dynamic relationship but know when to respond and what messages to respond to. 

Got your boots on and ready to take on the next viral campaign? I leave you with a word of caution and a funny video about sexting. Be provocative, funny and smart but know that once you hit send, there’s no taking it back.

Enjoy!

~Muriel

twitter - @murielbmiller

Marketing Best Practices: Images

When it comes to selecting images for a brochure or website, picking a picture you personally like should have nothing to do with your selection process. The key thing to have in mind when selecting images for marketing is to choose an image that adds to your marketing message. You want to use pictures that describe your message better than words can.

Below are some other guidelines for selecting images for marketing materials:

General Guidelines for Marketing Images

·    Tell a story with the pictures in your brochure. Make sure that pictures are placed in a logical order so as not to confuse the reader.[i]

·    Use high impact photos with lots of color.[ii]

·    Appeal to emotion and use as many senses as possible. [iii]

·    Images with motion, novelty, error or ambiguity all capture attention. [iv]

·    Trends for 2013: macro photography and minimalism (clean lines and simple shapes). [v]

 

Guidelines for Selecting Images of People

·    Age matters - select images that show people of the same age as your target audience. [vi]

·    Women are attracted to images of women in groups, especially when shown enjoying a shared activity. [vii]

·    Real, relatable body types are the ones that sell. The boundaries of beauty are broadening, and it seems like authenticity is here to stay. [viii]

·    Select photos that show action. [ix]  Because active pictures convey vitality, avoid still, lifeless images. [x]

 
Guidelines for Marketing to Baby Boomers

·    Authenticity is key. Some of the images in ads are not very authentic — like that affluent couple you always see walking hand in hand on the beach, perfectly coiffed. And if the people in the ad look too young, the audience won’t relate to them.[xi]

·       Actively design ads to portray baby boomers in a positive, uplifting light.[xii]

·    According to a recent study by AARP, images showing exercise that looks like too much work turns off older adults. Use images that are both realistic and fun. Baby boomers are more likely to engage if they feel accurately represented. [xiii]

Trends in Financial Services Advertising

·    Consumers feel very real anxiety about financial issues. As a result, there is a palpable desire for authenticity, realism and visual storytelling. Consumers are looking for imagery that feels less “produced.” [xiv]

·    Use more pictures of women who are now frequently the primary moneymakers and decision makers in their households. Contemporary females are shown looking empowered, relaxed and balancing many roles. [xv]

·    Depictions of aspiration and conspicuous wealth have disappeared and been replaced with a new idea of “wealth.”  Images now communicate themes such as “living life with meaning” and “stopping to really appreciate the basics.” [xvi]

·    Financial imagery has become a lot less “buttoned-up” lately. The use of bold, artful images to illustrate classic concepts is unexpected, and it helps campaigns stand out from the fray. Color-soaked images of natural wonders, quirky pet snaps, atmospheric shots that would look equally at home on a gallery wall as on a banking website might seem like unusual choices, yet they help change the perception that talk about money has to be dull. [xvii]

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[i] How to Select Pictures for a Business Brochure | eHow.com http://www.ehow.com/how_2105699_select-pictures-business brochure.html#ixzz2MoFHYP00

[ii] “Marketing Materials Best Practices.” Penn State. http://agsci.psu.edu/it/files/MarketingMaterialsBP.pdf

[iii] “Increasing our Brainpower: Using Neuroscience Effectively” Webinar. May 2011.

[iv] “Increasing our Brainpower: Using Neuroscience Effectively” Webinar. May 2011.

[v] http://www.stockphotosecrets.com/news/trends-in-stock-images-infographic-from-shutterstock.html

[vi] “Marketing Materials Best Practices.” Penn State. http://agsci.psu.edu/it/files/MarketingMaterialsBP.pdf

[vii] “Increasing our Brainpower: Using Neuroscience Effectively” Webinar. May 2011.

[viii] http://www.gettyimages.com/creative/frontdoor/trends

[ix] “Marketing Materials Best Practices.” Penn State. http://agsci.psu.edu/it/files/MarketingMaterialsBP.pdf

[x] http://reversemortgagedaily.com/2013/03/05/new-research-reveals-misconceptions-of-baby-boomer-marketing/.

[xi] http://reversemortgagedaily.com/2009/08/25/advertising-to-baby-boomers-can-be-tricky-business/

[xii] http://snakeriverbbbtv.wordpress.com/2012/12/11/dont-pass-up-on-the-baby-boomers-review-your-advertising-messages/

[xiii] http://snakeriverbbbtv.wordpress.com/2012/12/11/dont-pass-up-on-the-baby-boomers-review-your-advertising-messages/

[xiv]  http://thefinancialbrand.com/25681/getty-visual-trends-in-banking-stock-photos/

[xv] http://thefinancialbrand.com/25681/getty-visual-trends-in-banking-stock-photos/

[xvi] “Image Trends In Financial Services Advertising.” Selling Stock. http://www.selling-stock.com/ViewArticle.aspx?code=JMP5800.

[xvii] http://thefinancialbrand.com/25681/getty-visual-trends-in-banking-stock-photos/

 

 

 

 

Celebrate National Women's History Month

Did you know that March is National Women’s History Month? I wasn’t aware of that until a video by Flickr caught my eye. In honor of Women’s History Month, Flickr asked its followers to submit photos of the women who inspire them. From those photos, they crafted a heart-warming video.

Being an old history buff, I decided I needed to learn more about National Women’s History Month and was surprised to discover that its origins were in nearby Sonoma County, arising out of an educational awareness project in 1978. With little attention being given to women’s history, the Education Task Force of the Sonoma County Commission on the Status of Women launched a local celebration called “Women’s History Week.” From there the rest is history. The idea of recognizing the role of women in history caught on and communities around the country planned similar events. Coming out of the groundswell created by those efforts, Congress declared March as National Women’s History Month in 1987.

 Take a moment to watch the video. What special women in your life would you like to have seen included in it?

 

~Sharron