Woodbine Launches ‘Take Step Two’

WINSTON-SALEM, N.C. (January 19, 2012) – *Brand revitalization agency, Woodbine, announced today the launch of a new community-based public health campaign for the North Carolina Division of Public Health in collaboration with Communities Putting Prevention to Work (CPPW), which is led by the Centers for Disease Control and Prevention.The campaign, Take Step Two, is the embodiment of CPPW’s policy initiative focused on making healthy choices easier by changing community policies, systems and environments. The initiative has so far been implemented in two pilot communities, Appalachian District which includes Alleghany, Ashe and Watauga counties, and Pitt County.

At a time when consumers are bombarded with messaging aimed at being healthier, Take Step Two differentiates itself by illustrating how community improvements and advocating for healthier choices are easier than you may think. In fact, odds are you’re already on the right track.

“Most people assume being healthier takes work,” said Woodbine Chief Creative Officer Martin Davidson. “Take Step Two shows it’s easy, because you’ve already taken the first step by simply putting on your shoes, running errands, listening to the radio or doing the other things we all do every day.”

Take Step Two makes becoming an advocate for a healthier community more approachable and relevant to consumers daily lives. Each campaign execution offers a typical, expected daily action such as “Shoes tied?” or “Out and about?” as the implied step one. Then advances to ask the audience to take a simple Step Two, stop and talk with a farmer at the farmers market, for example, and make positive changes that will lead to easier healthy choices for everyone.

“We want to make the healthy choice the easy choice,” said Peggy Albertson, CPPW communications specialist with the Division of Public Health. “So often the reason people do not make a healthy choice is because there is none. Residents are often more than 10 miles from fresh produce, so the easier choice is fast food. Or people have to drive to a park for their children to play outside. We want people to be involved in making their community a better place for all.”

Implemented across digital, radio, print, billboard and non-traditional executions, Take Step Two reaches its audience in the relevance of their everyday lives and offers healthy inspiration in the grassroots tone that might be offered by a neighbor.

Campaign executions will be concentrated in the initial four North Carolina counties beginning this week. Development and execution of the campaign, which will be in the market through at least September 2012, was led by Chief Creative Officer Martin Davidson, Copywriter Rob Doerzbacher, Art Director Shanthony Exum, Digital Producer Jason Drass and Account Executive Ashley Davis.

About Woodbine 

Founded in 1985, Woodbine is a Brand Revitalization agency in Winston-Salem, North Carolina. Woodbine develops creative marketing, advertising, public relations and digital solutions for clients such as Lowe’s Home Improvement; First Community; Ekornes home furnishings; Fruit of the Loom; Lowe’s Foods, and North Carolina Division of Public Health. www.woodbine.com

About Communities Putting Prevention to Work

Communities Putting Prevention to Work (CPPW) is a locally driven initiative supporting 50 communities to tackle obesity and tobacco use—two leading preventable causes of death and disability in the United States. More than 50 million people—or one in six Americans—live in a city, town, county or tribal community that benefits from this initiative.

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