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The do Campaign: moving more, eating better reduces obesity
Public AwarenessThe do Campaign is a statewide initiative launched by Blue Cross and Blue Shield of Minnesota in 2004 to promote physical activity among adult Minnesotans. The upbeat public awareness campaign, featuring original music, an unlikely hero in a slightly nerdy guy dancing in a doctor’s office, and original advertising that has attracted fans across the state, helps Minnesotans understand that everyday activities are a means to “groove your body every day,” thus preventing heart disease and other serious conditions associated with physical inactivity. The campaign is designed to help people make realistic changes in their lives — ranging from simple ways to include more daily physical activity to ideas on how to eat healthier.
Minnesotans face barriers to eating better, moving moreA 2010 report by Blue Cross and Blue Shield of Minnesota (Blue Cross) and the Minnesota Department of Health (MDH) reveals insights about Minnesota’s obesity problem among adults and obesity’s two preventable causes: physical inactivity and unhealthy eating. This research shows that Minnesotans know they need to lose weight and many are trying, but individual attitudes and their surroundings are barriers to their success. By intervening in a variety of ways and in multiple settings – where people live, work and play – it will be easier for people to make the healthy choice and lose weight or maintain a healthy weight.
Building a movementThe do Campaign has evolved from playfully encouraging physical activity to addressing the barriers faced by people struggling to achieve a healthy weight. Campaign commercials feature stories of powerful inspiration from Minnesotans who have lost weight through increased physical activity and healthier eating. The commercials celebrate successes and show that healthy weight is an achievable outcome.
Through the commercials, web videos and written stories, people can see how others just like them have overcome challenges of achieving and maintaining healthy weights. The result? Encouragement, inspiration and motivation to help individuals recognize that they, too, can make the changes that will change their lives.
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