QCHI Case Study

Case Study
QCHI

Be Healthy QC

The Quad Cities Health Initiative (QCHI) created BeHealthyQC, a cross-sector community coalition designed to encourage our community to move more and eat healthier. It’s a wonderful program that does a ton of great work – but without a way to communicate its messages, how would everyone know?

Overview

QCHI called in the TAG team to help share the message, and we did what we do best. We built a brand - in two different languages.

Challenge

With various audiences, TAG’s challenge was to resonate with students, parents, and community members.

Approach

TAG created Skip and Scout to spread the word. The talking strawberries were the stars of videos, commercials, activity sheets, school menus, billboards, and digital advertisements.

QCHI Case Study
Facebook Ads
Facebook messaging featured simple, bold headlines that reinforced the primary brand position. Facebook messaging was focused on two primary concepts: eating right and staying active. The characters, Skip and Scout were featured prominently with vibrant illustrations of healthy food options in the background.
QCHI Case Study
Magnets
In addition to the coloring pages, stickers featuring Skip and Scout were handed out at schools and events to keep the positive message of healthy eating and staying active top of mind.
QCHI Case Study
Coloring Book
We developed a series of illustrations to be used as coloring pages, driving brand engagement with children as well as adults in a fun and interactive way.
QCHI Case Study
Keychain
Skip keychains were created to attach to children's backpacks as a unique reminder to eat healthy and move more.
Results

BeHealthyQC reached:

  • 28,740 students and staff by improving access to healthy food and beverages

  • 15,344 students, parents/guardians, and staff in our Safe Routes to School planning efforts

  • 31,000 people on QCtrails.org

  • 10 school districts that formally approved enhanced nutrition policy guidelines

  • 82% of participating school districts that showed school wellness improvement

We found that:

  • BeHealthyQC is gaining awareness and its mission is spreading throughout the community, most effectively through billboards and television advertising.

  • Skip and Scout have been a successful strategy for educating children about making healthier choices.

  • Community members want BeHealthyQC to pursue additional collaborations and expand into all schools.