Steps to a Healthier Philadelphia
Promoting Physical Activity and Healthy Eating in Philadelphia
MEE worked with the Philadelphia Department of Public Health to develop and implement the Steps to a Healthier Philadelphia Campaign. The goal of MEE’s social marketing campaign, themed, “Step Up to Better Health… Feel the Difference, See the Difference,” was to encourage Philadelphians to make physical activity and healthier eating a regular part of their lives. STEPS was designed to prevent diabetes and obesity, and to improve asthma management among residents living in neighborhoods with the greatest needs.
The foundations for the campaign included comprehensive audience research and ongoing peer-to-peer interactions. Campaign messages directed residents to local health centers and services through radio and transit advertising, print materials and community outreach that mirrored the argument/counter-argument aspects of oral communications culture. The campaign took healthy lifestyle messages to places where Philadelphians live, work, hang out and go to school.