Organizing for Change

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Target Marketing of Junk foods to Communities of Color Thursday, March 17,2011

One day Alice came to a fork in the road and saw a Cheshire cat in

a tree. Which road do I take? She asked. His response to the question was where do you

want to go? I don t know

answer Alice then said the

cat it doesn t matter !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

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Assumed Target

Unintended Target

Collateral Damage

Who will you target?

I don’t know the key to success, but the key to failure is trying to please everybody.

Bill Cosby

Teens are far more likely to be influenced by promotional pieces in

convenience stores: 73% for teens

vs.

47% for adults.

The Teen Market

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Target Population Profile

The Tobacco Industry spends more than $26

million dollars a day, every day in advertising.

Spare No Expense

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It s hard to hit a movin target

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Overcoming the Fear…

We must learn to Speak Out, Take Action, & Fight Back to:

–!Communicate Our Message

–!Get What We Want

–!Get Them To Be Accountable

Grassroots

Litigation Legislations

Spirit in Action

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Speak Out

Take Action

Fight Back

What Can We Do?

SPEAK OUT •! Host a series of We re Watchin U sessions in

which youth are invited to learn more about the campaign, the presence of fast food & junk food in their communities, and how they can get involved.

•! Listen to the participants to hear their thoughts about fast food & junk food industry campaigns and how they affect their communities

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TAKE ACTION •! We re Watching U – Advocacy Training Series on

–! Intelligence Gathering

•! surveying print & electronic media for marketing practices and

–! Media Advocacy

•! talking to the media, youth/peers, staying on message

•! Use the local media

–! Get your voices heard through press releases, op-ed pieces, and letters to the editor generated by the youth advocates

•! Postcards

–! Send a message to the food & beverage industry, retailer, or other target

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FIGHT BACK –!Launch a direct counter-marketing campaign that gets your message out to other youth

•! Fast food & junk food advertisement spoofs

–!ads in local papers and other publications

–! flyers to be distributed at area community events/festivals

–! billboards in target community

–!advertisements in bus depots

•! Educational palm cards

•! T-shirts w/ spoof artwork

•! Buttons

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• Intelligence Gathering •! Environmental Scans billboards /

outlets

•! Youth Leadership Development

•! Build a community / legislative agenda

•! Promote Village Circle Talks •! Media advocacy training

What did we learn?!We proved what our different organizations have said all along!

Communities of color require a different approach

Messaging is very important

Grassroots activity is most effective to be heard

Do not settle

What you imagine will lead a nation. Thus, imagination is vital to saving our children!

United We Stand !United We Fall

No Division Among Us

It s Easy…Just Do It!

Write

Call Speak Out

Face–to-Face Meetings

Media

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A Unified Voice

Intergenerational Groups Working Together

We Must:

Think Critically

Reflect Deeply

Act Creatively

THEIR EYES ARE UPON US

When a man starts out to build a world, he starts first with himself then the mind starts seeking a way. Then the hands seeks other hands to help thus the dream becomes

not just one man s dream but a community dream….. Not my world alone, but your world and my world,

belonging to all the hands that build Langston Hughes

Summary :!We have the POWER !!!!

!

Any Questions?

Thanks!

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&&&&&&&&&&& Kwesi !! Ronald Harris!!Office: 312.925.7162!!Fax : 773.925.0710!!Email: Boafo4u@aol.com!

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