Ketchum Consumer DGA Messages

Consumer DGA Messages – CONFIDENTIAL DRAFT
Level 3 “How” Messages: Below are consumer messages (center column) to trigger ideas/discussion in the formative consumer research that will
inform final consumer message development.
DGA Content Area from Team

Draft Behavioral “How” Consumer Message

Eat less

Enjoy what you eat, just eat less of it.
or
Drop a size in what you eat… Eat less.

Fill up a smaller plate and glass.

Eat within your daily calorie budget.

Get your personal daily calorie budget at XXX.gov.

Calories

Examples of “Deeper Dive” Support/Messages
Slow down and savor each bite.
Stop before you’re stuffed.
Eating 2 slices of a thin-crust cheese pizza instead of a
regular crust means you save 300 calories (plus you’re eating
2g less of saturated fat and 626mg less of salt!)
It takes 30 minutes of jogging to burn 300 calories.

Half plate F&V

Save half your plate for fruits and vegetables.
(“save” gives a feeling of more flexibility for those who start
with meat in thinking about their meals; you “save” room
for something really good.)

Eat fruits & vegetables vibrant with nutrition-packed colors,
especially orange and dark green.
Fill the other side of your plate mostly with naturally fiberrich 100% whole grain rice, bread, pasta and cereals.
Eat seafood and beans more often.
Keep meat portions small and lean.

Drink 1% or fat-free milk

Switch to 1% or fat-free milk.

A cup of whole milk has the same amount of saturated fat as
a fast-food burger or 5 strips of bacon.
Keep your milk simple – no added sugars.
Yogurt should also be 1% or fat-free, and keep added sugar
to a minimum (no more than X grams per cup).

Reduce sweets and salt

Cut back on foods already sweetened or salted for you.

One glazed donut isn’t just sugary, it has almost the same
number of calories and even more salt than a medium side
of fast-food fries.
If it’s in a package of any kind, that’s a red flag to check for
added sugars or salt.
Any food with sugar or salt listed in the first three
ingredients should be just an occasional treat.
Buy food with as little added sugar and salt as possible so
that you can control the amount in what you eat/drink.

Consumer DGA Messages – CONFIDENTIAL DRAFT – Page 2
Level 3 “How” Messages (continued)
DGA Content Area from Team

Draft Behavioral “How” Consumer Message

Less/no sugary beverages

Break the sugary drink habit.

Examples of “Deeper Dive” Support/Messages
A 12 oz can of soda has the same amount of sugar as 10
packets of sugar. A 16 oz. can of an energy drink has the
same amount of sugar as 5 to 6 glazed donuts.
Sodas, energy drinks, fruit drinks and other beverages heavy
in added sugar can make you heavy.

Less snacking

Before you snack, stop and ask why.

If you’re hungry, reach for fruit, vegetables or nuts – nature’s
original fast food – not salty or sugary snacks.
If you’re bored, fill your time with activity, not food.
If you want comfort/reward, connect with people, not food.

Level 2 “What” Messages: The following “what” messages (left column) will be used in the formative research to trigger more ideas/discussion for
refinements to be tested further.
Level 2 “What” Message
1. Think before you eat.

Corresponding Level 3 “How” Messages
Enjoy what you eat, just eat less of it. / Drop a size in what
you eat… Eat less.
Eat within your daily calorie budget
Before you snack, stop and ask why.

2. Eat foods that work for you, not against you.

Save half your plate for fruits and vegetables.
Switch to 1% or fat-free milk.

3. Regain control over the sugar and salt you consume.
(communicates “you can do it/again”; did not use “take control” because it implies a you-areout-of-control accusation in food context; “take control” is also a very commonly used phrase
for existing hi-visibility public health efforts, e.g., diabetes)

Cut back on foods already sweetened or salted for you.
Break the sugary drink habit.