BYUS HEALTHY YOU Natalie Bullen, Spencer Ngatuvai, Kate Keenan, Rika Minami Research

1. The External Environment: Brigham Young University is one of the top universities in the nation and is located in Provo, Utah. It is a highly religious school, founded on the principles of the Church of Jesus Christ of Latter-day Saints and as of 2010, there were approximately 32,947 students enrolled. Of that number, 93 percent are students from the United States and 98.5 percent are LDS. Students at BYU tend to find connections amongst their peers through the LDS church. Economically, most students have low incomes with many holding part-time jobs between classes. Most faculty are Caucasian, married and have worked in other professional careers before accepting positions at BYU. Current trends suggest the younger generation are living a technology based lifestyle. Therefore, hours are spent surfing the internet instead of engaging in physical activity. The Client: A university revolves around its students and their quest for knowledge. If the students of BYU perform well, the university will be better ranked. A crucial factor in how well the students do is their health. Almost all students are LDS and practice the Word of Wisdom encouraged by the church. This tells them not to use drugs or alcohol, eat meat sparingly and avoid coffee, tea and other hot drinks which can be detrimental to brain function. The Issue: This campaign is aimed towards promoting healthy habits. Healthy habits include eating the suggested servings of food approved by the FDA, getting enough sleep and staying physically fit through exercise. Promotions: The faculty at BYU has established a Wellness Program that motivates faculty to lead healthy lives. This program consists of a 6 challenge program that includes cash back incentives. They have had many faculty participate in the past several years with about 30% of faculty currently participating. For students, little has been done to help promote healthy habits besides the Y-Be-Fit program and Womens Services which include helpful tips and ideas to lead a healthy life. Other Universities including the University of Utah and Utah State have adopted wellness programs for their students to promote healthier lifestyles. Resources: 1. Intervening publics: professors, freshmen mentors, parents, roommates, coworkers, ecclesiastical leaders, friends, clubs and organizations. 2. Opinion Leaders: BYUSA, faculty, administration, ecclesiastical leaders, parents, friends, spouses, children, roommates and Cecil O. Samuelson. 3. Facilities: BYU offers many opportunities for students and faculty to exercise throughout the week. Some activities include: Zumba classes, cycling, yoga, track and field, and a variety of dance classes such as tap, jazz, hip hop, clogging, ballet, Latin ballroom, standard ballroom, Irish, Polynesian, folk, and a variety of cultural dances. The Richards Building offers world class facilities including an Olympic size swimming pool and dive pool, several basketball and volleyball courts, racquetball courts and dance studios. Additionally, the Smith Fieldhouse offers other weight rooms, basketball courts, an indoor track, and volleyball courts.

4. Attitudes/Opinions: Both students and faculty are driven to succeed, mostly conservative, focused on higher education and living LDS standards. Most students perceive themselves as healthy but in reality do not live up to daily recommendations of fruits and vegetables. SWOT: BYUSA is the student government of the university and has asked us to organize this campaign. They are responsible for campus events, the Student Advisory Council, campus clubs and creating an overall welcoming and Spiritually-enhanced environment. Most students recognize the association as distinguished and powerful, and will be thought of more if they were to successfully better the lives of students through healthy habits. One weakness is that some students disapprove of BYUSAs spending habits. There are no threats to BYUSA or their credibility if the campaign were to not succeed. In efforts to learn more about the current health of BYU students, we sent a survey through BYU Qualtrics to 429 students found through blackboard asking them to report their current progress. Questions included: Do you eat the suggested number of servings of fruit each day? Do you eat the suggested number of servings of vegetables each day? What is the number one reason you dont get enough exercise per week? What is the number one thing that keeps you from eating healthy? On average, how many times a week do you eat breakfast? Which of these BYU health and fitness programs have you used? Would you take advantage of health classes if offered? Do you consider yourself healthy? Are you single or married? What is your gender?

Our research shows that only 29 percent of students eat the suggested servings of fruit each day, and only 22 percent eat the suggested servings of vegetables daily. It also found that less than 50 percent of students have breakfast every day of the week. Surprisingly, 61 percent of students said they believed they were healthy, and only 21 percent said they would take a health class if it was offered. BYU has food options and opportunities to stay fit all across its campus. The Cougareat in the Wilkinson Center is a high traffic area and offers a mixture of healthy and unhealthy options such as Subway, Teriyaki Stix, Taco Bell, L&T Salad & Soup, Sugar N Spice, Scoreboard Grill, Tomassitos Cafe, Cougar Express and Freschetta. Other choices for students include the Cannon Center, Legends Grille, the MOA Cafe, the Skyroom, Pendulum Court, Blue Line Deli, the Creamery, Orville and Wilburs as well as vending machines in almost all buildings. BYU offers an amazing wellness program for Faculty. This program offers cash back incentives on insurance premiums for those that complete a six challenge program throughout the year. The wellness program not only includes dietetics and exercise but also spiritual and financial well-being. They have also recently renovated the Faculty

weight room with brand new equipment and are in the process of establishing a new dietetics program that will rival weight watchers. The University offers many different activities including health seminars, yoga and exercise classes during the noon hour, as well as different family oriented activities in the evenings for all BYU faculty. BYU offers health counseling centers including Y-Be-Fit and Womens Services for students, but 87 percent of students have not used these services or didnt know they were offered. BYU does offer health and personal wellness courses, but they are not required. When asked of the number one reason students didnt eat healthy, the most common answers were time, money, non-attractive fruits and vegetables at the Cannon Center and the temptation of unhealthy, but tasty, foods. When asked for the number one reason was that kept them from exercising enough each week, most answered it was lack of motivation, time or interest.

Potential Publics: Students Freshmen Sophomores Juniors Seniors Graduate students Student athletes Single students Married students Married students w/kids On-campus housing Off-campus housing Students with scholarships Students with off-campus job Students with parental support 2. Faculty/employees Professors Administrators Custodians Student employees 3. Other Local restaurants On-campus food services

2. Situation Analysis: Students and faculty on BYU campus are not practicing healthy lifestyle habits. Our group conducted a ten question online survey with questions pertaining to each students opinion on how healthy they perceived themselves to be. Of the 429 students who took this survey, 87% did not know that BYU offered exercise classes. When asked about what prevented them from exercise, many responded that it was their lack of time and laziness after a long day of school. Through the survey, many were aware of the exercise classes offered, and when asked if they would take these classes if more information was given, most of the students responded with a maybe. Pertaining to eating habits, two questions on the quiz asked if students felt they received the right amount of fruits and vegetables a day. Although some were not sure, 65% believed they did not eat the right amount of vegetables and 59% did not feel that they ate the right amount of fruits. Overall, when asked if they saw themselves as healthy college students, 61% responded with yes. About 75% are below adequate when it comes to exercising and eating the suggested servings of fruits and vegetable daily according to the FDA. Even though most students and faculty believe they are healthy, they are still below recommended dietary and physical standards. Lack of motivation to participate in physical activities also contributes to unhealthy habits as well as a lack of knowledge of negative consequences of not exercising. Healthy options are provided, but a significant number of students and faculty are not taking advantage of them due to lack of awareness, motivation, financial means and insufficient time. BYU has numerous opportunities to exercise, but our research suggests they are not well used. Healthy foods are also offered but are not taken advantage of to the amount they should. Faculty have programs implemented to help them be healthy, but only a small fraction participate. Students and faculty are lacking in motivation to make a healthy diet and exercise a priority. If this persists, these unhealthy habits will negatively affect them now and in the future. At the present, it can prevent students and faculty from performing their best in all life aspects including education, physical activity, social life and overall well-being. In the future, it can lead to medical disorders such as diabetes and heart disease. 3. Core Problem:Lack of awareness and motivation throughout the BYU community has formulated unhealthy lifestyle habits that are detrimental both now and in the future.

Action Planning
4. Goal: To raise awareness, educate and motivate the BYU community to improve the health habits at the present and throughout the rest of their lives. (Send out original survey and track differences in August to benchmark progress.) Objectives: 1) To increase knowledge of consequences of healthy and unhealthy eating habits from 13% to 30% by the end of December 2011. 2) To increase knowledge of consequences of healthy and unhealthy physical activity habits from 20% to 50% by the end of December 2011. 3) To educate the BYU community of healthy choices available on campus from 20% to 50% by the end of December 2011.

4) To increase the number of students who eat the adequate number of fruits and vegetables each day from 29% to 55% by the end of December 2011. 5) To increase the number of days per week of exercise to 40% by the end of December 2011. 6) To increase participation in health related programs offered to students and faculty from 13% to 30% by the end of December 2011. 5. Key Publics and Messages: FreshmenThis public contains young adults ranging from 18 to 21 years old who are living alone for the first time. They are interacting with peers who are also experiencing their new independence. They are new to the BYU campus and many know few others on campus. This public has the pressures of succeeding in school and the need to be wanted and accepted in their new social environment. Many also feel the need to impress upper class-men, dorm RAs, parents, professors and church leaders. Some students have access to meal plans that can be used in on-campus locations such as the Canon Center, The Creamery, The Cougareat, and vending machines. Other students have access to kitchens where they are learning to cook for themselves for the first time. Since they are new to campus and new to living on their own, this public creates a perfect opportunity to implement new ideals and habits. The advancement of this campaigns ideals is crucial with gaining the support of this public. We hope for the freshmen to fulfill all 6 objectives. Primary Message: Begin healthy habits now. As you start a new chapter of your life, the healthy decisions you make now determine how you live the rest of your life. Secondary Messages: o Healthy people live longer. By starting healthy habits now as a freshmen, lifelong habits can be formed for the future. o Students will perform better in school. Students want to succeed in school and having healthy habits allows them to do that. o They are less likely to develop heart disease, obesity or diabetes and will longer, healthier lives. o Exercising can give an individual endorphins, which will increase their optimistic outlook. o Healthy habits will prepare you for physical activity on your mission o Take part in active programs offered at BYU to achieve a healthy lifestyle. o Getting involved in BYU activities will introduce students to many different people.

Seniors This public consists of highly educated LDS individuals who are preparing to graduate, are seeking for high paying jobs and most are between the age of 21-30. Many are married and desire to develop or continue to develop families. Having been students for a time, they know and understand the mechanics of BYU and a college lifestyle. Their opinion leaders include current or future employers, family members, spouses, Cecil O. Samuelson, professors, successful business people, mentors, children, parents, roommates and friends. This public also is crucial in completing the objectives of 1, 2, 4, and 5. Primary Message: Students shouldnt leave BYU with just a degree but also with knowledge of a healthy lifestyle for their future. Secondary Messages o Better health will give a person more benefits, such as insurance. Being healthy means lower insurance, and lower insurance is less money. o They should be an example of a healthy lifestyle to develop in their home and pass down to their children. o Living healthy now will lead to better health, longer life expectancy, better performance in future schooling and in future jobs. o Healthy lifestyles can prevent detrimental diseases such as heart disease, obesity and diabetes. o Exercise increases endorphins which will improve your optimistic outlook. Off-Campus Singles These are LDS students that are 18-30 years old and well educated. This public tends to have a lower income and is seeking spouses. One of their primary goals is to succeed in school. They have a minimal amount of extra time due to social activities and hectic school schedules. Their opinion leaders include roommates, significant others, parents, professors, family members, upper classman, Church leaders such as bishop, Cecil O. Samuelson and their friends. This public fulfills the objectives 1, 2, 4, 5, and 6. o Primary Message: By preparing your own healthy food and exercising, you will feel better and do better in school. o Secondary Message: Healthy people live longer. Students that are active and eat healthy perform better in school.

Theyre less likely to get those diseases in their future life such as heart disease, obesity, and diabetes. It improves your social life, attitude and your self-confidence. By being healthy, you can feel and look more attractive to others. Exercise can be used as an activity or as a date. Beginning to take part in programs offered at BYU can help you achieve a healthy lifestyle.

Married Students (Families)- at least one of the spouses enrolled in BYU In this public, 23% of the undergrads are married. They are motivated to do well in school, stay financially secure and support their family. Because they have a low budget, married students eat at home. They are preparing for their future with their kids. Opinion Leaders include Church leaders such as bishops, spouses, children, parents and in-laws, friends (usually other married couples). They want to establish healthy habits within the home, raise awareness among their peers and motivate each other to be healthy as well as those around them. It fulfills the objectives: 1, 2, 3, 5, and 6. o Primary Messages-Healthy habits make for healthy families. Beginning a healthy lifestyle now will prevent negative and expensive consequences. o Secondary Messages BYU Faculty This public contains 99% LDS Full-time faculty. They value knowledge, the education of their students and their families. This public can possibly be an intervening public, or channel. They are able to motivate students, raise awareness and increase participation within health plans. They are loyal and familiar to the Exercise and cooking healthy meals together can be a great date. Your children will learn healthy lifestyles from your example You can begin building healthy habits by enrolling in BYU health programs. Healthy people live longer, perform better in school and are less likely to get diseases such as heart disease, obesity and diabetes. Healthy lifestyles can make you better, have a more active social life, maintain a good attitude and prevents depression.

BYU campus and the students. The opinion leaders include Cecil O. Samuelson, Church leaders, their spouses, their students, their family, their children, administration and doctors. The objectives fulfill 1, 2, 3, 4, 5, and 6. o Primary Message- Be an example to your students and family by living a healthy lifestyle. Its never too late to start healthy habits. o Secondary Message Healthy habits can influence relationships. Healthy people live longer and perform better in school. Having a healthy lifestyle can prevent heart disease, obesity, and diabetes. Exercising daily can gives you endorphins and more energy. Partaking in a healthy lifestyle can improve attitudes and prevent depression. Begin by going to the BYU gym often to achieve a healthy lifestyle.

Strategy and Tactics: Freshmen: Strategy: To raise awareness of healthy eating habits and lifestyle to freshmen students through social media. Tactics: -Create a Facebook page filled with postings, upcoming events, and communication tools to keep students informed about healthy living. -Weekly texts informing students of healthy living advice. Strategy: To raise awareness of healthy eating habits and lifestyle to freshmen students through BYUs Healthy You sponsored events. Tactics: -Sponsor halftime races at sporting events to raise awareness about BYUs Healthy You program. Strategy: To help students realize the excitement of exercise and importance of healthy lifestyles through BYUs Healthy You Week. Tactics: -Hold daily contests in Brigham Square where students have exercise contests such as the most push-ups in a minute or three legged races. -Hand out Frisbees to participants and water bottles to winners. Strategy: To raise awareness to freshmen students of healthy lifestyles on through on-

campus posters, flyers and magnets. Tactics: -Fill Library and Cougareat flyer holders with our flyers containing health information and tips. -Sponsor booths in the Wilkinson Center handing out BYUs Healthy You water bottles and food pyramid magnets. -Place posters around campus in different buildings promoting BYUs Healthy You Health Week Seniors Strategy: To raise awareness to seniors to have a healthy lifestyle now and continue living healthy in their future on campus through on-campus advertisements. Tactics: -Sponsor booth in the Wilkinson Center handing out flyers and food pyramid magnets. -Fill Library and Cougareat flyer holders with our flyers containing health information and tips. -Place posters around campus in different buildings promoting BYUs Healthy You Health Week. Strategy: To help students realize the excitement of exercise and importance of healthy lifestyles through BYUs Healthy You Week. Tactics: -Hold daily contests in Brigham Square where students have exercise contests such as the most push-ups in a minute or three legged races. -Hand out Frisbees to participants and water bottles to winners. Strategy: To motivate seniors to continue a healthy lifestyle both now and in their future through social media. Tactics: -Create a blog containing healthy recipes and tips. -Create a Facebook page filled with links to the blog, health tips and creating a sense of being socially connected. Strategy: To inform and motivate students about eating fruits and vegetables through the newspaper. Tactics: -Write an opinion article for the Daily Universe. Strategy: To motivate seniors to continue a healthy lifestyle both now and in the future through BYUs Healthy You sponsored events.

Tactics: -Have comedy groups like Divine Comedy and HumorU promote the importance of a healthy lifestyle. -Hold monthly cooking classes for students teaching them healthy and easy r ecipes in the Erying Science Center nutrition department. Off-campus Singles Strategy: To raise awareness of off-campus students to adopt healthy lifestyles on their own through social media. Tactics: -Create a blog promoting healthy easy recipes that anyone can do on BYUs Healthy You blog. -Create a Facebook page filled with links to the blog, health tips and creating a sense of being socially connected. Strategy: To motivate off-campus students to cook and adopt healthy lifestyles on their own through BYUs Healthy You sponsored events. Tactics: -Hold monthly cooking classes for students teaching them healthy and easy recipes in the Erying Science Center. -Have participating groups comedy groups on-campus promote healthy living. (Humor U, divine comedy). Strategy: To help students realize the excitement of exercise and importance of healthy lifestyles through BYUs Healthy You Week. Tactics: -Hold daily contests in Brigham Square where students have exercise contests such as the most push-ups in a minute or three legged races. -Hand out frisbees to participants and water bottles to winners. Strategy: To inform and motivate students about eating fruits and vegetables through the newspaper. -Write an opinion article for the Daily Universe Strategy: To raise awareness to students of healthy lifestyles through on-campus posters, flyers and magnets. Tactics: -Sponsor booth in the Wilkinson Center handing out flyers and food pyramid magnets. -Fill Library and Cougareat flyer holders with our flyers containing health information and tips.

-Place posters around campus in different buildings promoting BYUs Healthy You Health Week. Married Students Strategy:To raise awareness for students to begin healthy habits for their family now through BYUs Healthy You sponsored events. Tactics: -Hold monthly cooking classes for students teaching them healthy and easy recipes in the Erying Science Center. -Hold family get fit activities once a month. Activities would include family swim in the RB or soccer on one of the fields. Strategy: To motivate students to begin healthy habits for their family now through social media. Tactics: - Create a blog promoting healthy easy recipes and tips. Strategy: To help students realize the excitement of exercise and importance of healthy lifestyles through BYUs Healthy You Week. Tactics: -Hold daily contests in Brigham Square where students have exercise contests such as the most push-ups in a minute or three legged races. -Hand out Frisbees to participants and water bottles to winners. Strategy: To inform and motivate students about eating fruits and vegetables through the newspaper. -Write an opinion article for the Daily Universe. Strategy: To raise awareness to students of healthy lifestyles through on-campus posters, flyers and magnets. Tactics: -Fill Library and Cougareat flyer holders with our flyers containing health information and tips. -Sponsor booths in the Wilkinson Center handing out BYUs Healthy You water bottles and food pyramid magnets. -Place posters around campus in different buildings promoting BYUs Healthy You Health Week. Faculty Strategy: To raise awareness among faculty members about healthy lifestyle habits for themselves, families and students through the Internet.

Tactics: -Create a news release (though email) to all faculty members regarding BYUs Healthy You campaign. -Create monthly faculty newsletters/emails about BYUs Healthy You. Strategy: To raise awareness to faculty of healthy lifestyles through on-campus posters, flyers and magnets. Tactics: -Fill Library and Cougareat flyer holders with our flyers containing health information and tips. -Sponsor booths in the Wilkinson Center handing out BYUs Healthy You water bottles and food pyramid magnets -Place posters around campus in different buildings promoting BYUs Healthy You Health Week. Strategies and Tactics 1. News Release - News Releases would target faculty. This will be more fact specific and target the risks of not being healthy. 2. Poster - The posters will reach everyone. The message will encourage creating a lifetime of healthy habits 3. Brochure - Made for the Faculty, it is used to raise awareness. 4. PSA - Given by Jimmer to attract attention from students. 5. Internet - Blogs w/ recipes- This strategy would target women, married couples and faculty 6. Internet- It will be used for faculty Emails 7. Booth in the Wilkinson Center- This will be for students both married and single 8. Daily Universe Opinion Article - Targeted to students. This editorial will talk about how people perceive BYUs Healthy You and overall health on BYU campus. 9. Flyer Inserts - These flyers will be located at the Cougareat (Eat Healthy) and the Library (Get Exercise) 10. Banners - Directed towards all of our key publics. These banners would be made to remind everyone to create healthy habits 11. Facebook- There would be a link to the blog, a copy of the news release, different activities that are going on sponsored by BYUSA, send out a mass email about the facebook page, exercise tips and fun facts about food. 12. Faculty Y-Facts- We would make cards with exercise facts and healthy eating facts so the faculty can have a copy wherever they go. 13. Contest in Brigham Square - This is directed towards all students. Our contests would include push-ups, jump-rope, jumping jack contests and healthy prizes such as healthy fruit and Frisbees. 14. Faculty Department Competition-Conduct a weight loss/health plan contest

between departments. It would be patterned after the show The Biggest Loser. By measuring weight loss we would log results. 15. Water Bottles - These water bottles would be aimed at students & faculty. By giving water bottles, it would promote hydration and drinking the right amount of fluids a day. 16. Frisbees - The key public with this product would be students. The information about how much they should exercise per week or daily number fruits and vegetables would be designed onto the Frisbee. 17. BYU Commercials - This would feature Jimmer Fredette. It would target students. This would be shown in the library, the bookstore, before devotionals, weekly news broadcast etc. 18. Comedy Group Plugs- Adding a funny joke or skit about healthy habits would raise awareness. This would be directed at students 19. Healthy Option of the Day Texts - These text messages would be targeted at students 20. Skweez Texts - These text messages would be targeted at students. 21. Pedometers- The pedometers would be for the faculty and students. It could become a contest on who has walked the most miles. 22. Sporting event activities- This strategy would be used for halftime or quarter change in sporting events. We would have people compete in exercise games and advertise our website. 23. Food Pyramid Magnets - This would be for all of our key publics. By putting them on their fridge, the repetitive message can influence their decisions to eat healthier. 24. Cooking Classes - These classes would be paid by those who wanted to join. It would target students and faculty. The message would be that cooking healthy is fast, easy and fun and going out to eat is not necessary for a great meal. These classes would be held once a month. 25. Married Family Activities - These activities would be held once a month. There could be a family night were families only are allowed to swim in the RB. Another example would be soccer fields only for families once a week. The message would be encouraging exercise for a fun and healthy day with your family. This can start a tradition of good exercise while your kids are young. 26. Running Buddy Website with safe running routes- Directed towards single students, this website would help them find a buddy that will run at the same time so that they dont have to run alone. 27. Walk-a-thons - This could be named as a Walk for life and can be directed at both students and faculty. 28. BYU page feature story - As a feature story, we would want to draw the readers attention by alarming students and faculty of the unhealthiness of the campus. Making them aware of this can change their habits and make them live a healthier lifestyle.