New Tactics in Contextual Promotion of Healthy Lifestyles

1. Matthew Grossman | @DisneyEMEAComms
Vice President, Communications & Citizenship, EMEA
Disney
New
Tac(cs
in
Contextual
Promo(on
of
Healthy
Lifestyles

2. 1
Disney’s Healthy Living Commitment

3. “THE WALT DISNEY
COMPANY BELIEVES IN
INSPIRING BETTER
TOMORROWS”
ACT
RESPONSIBLY
STRENGTHEN
COMMUNITY
LIVE HEALTHIER
CONSERVE
NATURE
THINK
CREATIVELY

4. 2006
US & EMEA:
Nutritional Guidelines,
exit McDonald’s
relationship
2010
Magic of Healthy
Living
Launched
vEMEA following US lead, developing best fit integrated programme for local markets.
Healthy Living is one of the ways Corporate Citizenship has established Disney as the
“most admired company” for social responsibility in Forbes’ 2014 report.
THESTORYSOFAR...
2012
US: Promotional
Guidelines Implemented
2015
EMEA: Revised Food
Guidelines released
2013
US: Mickey check
expanded
& advertising
guidelines announced
EMEA: Promotional
guidelines
implemented

5. Every day Disney inspires
families through storytelling,
imagination, fun and play,
and we continue to offer
families more and more
ways to help them flourish
and live well.
VISION
“EATING GREENS
IS A SPECIAL TREAT.
IT MAKES LONG EARS
AND GREAT BIG FEET”
DISNEY’SHEALTHYLIVING
COMMITMENT

6. PARENTS
Want healthy,
happy kids.
Want to give them food,
activities and
experiences that are
good for them.
Trust Disney to make
this easy and fun.
GOOD
FOR
YOU
Are more interested
in fun than health.
Know Disney means
fun.
KIDS
FUN
FOR
YOU
DISNEY’S
UNIQUEOFFERING

7. “JUST KEEP
SWIMMING”
“The outdoors & nature area is really
appealing to people in general – and goes
beyond physical activity.”
“Most parents accept Disney could change
its food portfolio and see it could make a
difference – but it needs to help consumers
get there.”
“Disney and physical activity is less
complicated than food and would bring
value to families and the proposition.”
INSTEPWITHFAMILIESNEEDS
OFFFERINGHELPWHEREWECAN

8. RESEARCH SHOWS..
HEALTHY LIVING IS UNIVERSALLY IMPORTANT
“As a mom, ensuring my child values healthy living is...”
MEXICO BRAZIL CHINA ITALY SPAIN AUSTRALIA UK US HONG KONGJAPAN FRANCE
99% 97% 97% 97% 96% 95% 93%97% 94% 91%
81%
INSTEPWITHFAMILIESNEEDS
GETHEALTHY

9. Most important components (in descending order)
Maintaining
personal hygiene
Drinking enough
water
Eating breakfast
regularly
Eating meals
together as a family
Getting enough
exercise / activity
Eating enough fruit
and vegetables
INSTEPWITHFAMILIESNEEDS
GETHEALTHY

10. PARTNERSHIPS
AND CSR
VISION:
Every day Disney inspires families through storytelling,
imagination, fun and play, and we offer families more and
more ways to help them flourish and live well.
Bespoke marketing and communications activation
ADVOCATES
RETAIL
Food
Categories
Cookware &
Bakeware
Publishing
Sportswear &
Tech
Playground
CommunitiesHomes Schools
CONTENT EXPERIENCES
HOWWECANHELPPARENTS

11. PARTNERSHIPS
CHANGE4LIFE

12. PARTNERSHIPS
CHANGE4LIFE

13. TV CAMPAIGN
11M LEAFLETS
385,000
FAMILIES
11 ROADSHOWS
CRM PR & SOCIAL
ONLINE HUB
SIGN UP PACKS
693,000
16,000 SCHOOL
PACKS
Disney Channels
Programming
PARTNERSHIPS
CHANGE4LIFE

14. Inspire kids and families to see healthier
lifestyles as fun and simpleCONSUMERENGAGEMENT

15. RUN DISNEY /
DISNEYLAND PARIS
ü Halo Events at US Parks for
more than 20 years
ü Inaugural Disneyland Paris
Half Marathon (21 kms)
ü Weekend 23rd-25th September
2016
ü Magical course through
Disneyland Paris and the
French countryside
EXPERIENCES
RUNDISNEY

16. FOOD STORIES INTEGRATED
WITH DISNEY’S CHARACTERS & WORLDS
ACCESSIBLE • PRACTICAL RECIPES • MEANINGFUL • HEALTHY LIVING •
INCLUSIVE • ENGAGING • CREATIVE • QUALITY
PARTNERSHIPS
CHEFS

17. Nutritional Guidelines have been in place since 2007 in EMEA, recently updated in
2015 to reflect local and global market changes
Complex Nutritional Guidelines that have been developed with external
stakeholders input and benchmarked against other Guidelines including EFSA,
SACN, EU Pledge, OFCOM, GDA systems and WHO.
We seek to ensure that Disney’s Guidelines are credible and comparable, whilst maintaining
regional relevance. The guidelines focus on promoting fruit, vegetables and wholegrains
while also managing calories, levels of added sugar, salt and fat.
Thorough process for the development of the Nutritional Guidelines involved many
experts and stakeholders
• Global TWDC Healthy Living team input & US learnings
• External expert nutritionist – advisor
• Product, promotions and market audit
Regional and Global differences due to multiple factors including:
• Cultural acceptances and eating habits
• Local health gudance / concerns
• Product availability (processing, storage and shipping)
• Differing business model
GOODNUTRITIONISAT
THECORE

18. 27CATEGORIESFOR
GUIDELINES
Food and beverage categories
Separate guidelines for
6-36 months

19. PROMOTING HEALTHY LIVING
THROUGH ACTIVITY
PROMOTING HEATHY LIVING
THROUGH KNOWLEDGE SHARING
• StepJockey technology installed and adopted
by nearly a third of staff so far
• Gamified to incentivise: World Towers
Challenge saw 310 staff take over 1 million
steps in nine days and burn 176,243
calories
• Mass participation charity events for staff -
Disney Triathlon and Great River Race
• Working with local businesses to create
opportunities for activity e.g. provided free day
passes for local Pure Gyms to 2,000 staff
• Hosted two Healthy Living Weeks
• Including ‘speaker sessions’
presented by experts to 400 staff
from Michel Roux Jr to Sir Muir Gray
• Healthy food options always on the
menus at Café Disney
• Healthy Living track during our internal
Learning Expo
BRINGINGDISNEY’S
HEALTHYLIVINGCOMMITMENT
TOLIFEFOREMPLOYEES