Happy Hobbit 007

[happyhobbit007-blog]

You Talkin to Me?

Have you ever felt as though the person behind the television screen was talking directly at you? As if that person just new there was a bag of potato chips in your lap and the last time you brought yourself to go to the gym was, in a minute?

 If so, don’t feel bad, you are not the only couch potato to exist; it just means that marketers did their job well, in airing a commercial, at 2 am, on a Friday night, on Lifetime; and yes, I’m speaking from experience.

Extensive audience research is a part of marketing. Every company or brand speaks to specific populations in order for their product to be accepted. This is not only done in commercial ads on television, but can be found on the bottom of your computer screen after your internet activities are condensed into cookies allowing for marketers to target ads specific to you. The amount of effort needed in marketing is immense. The more background research on your target audience the more likely a product will be purchased or an idea excepted.

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Case of the Earworms

Have you ever been in the middle of an exam when your mind wonders, and while you’re trying to remember how to figure out prevalence of a disease all that is replying in your mind is that same elevator song you hear every day. Earworms. The most common syndrome and almost only thing every individual has in common. Earworms, also known as stuck song syndrome or sticky music, is the tune or song that continues to rerun in one’s mind. As annoying as being victim to earworms is, it is almost the most significant and successful branding tool. Many brands are trying to master this tool and are successful at it. For example, the first phone number I ever memorized was 773- 202- LUNA. If you are from Chicago, you too should be familiar with that phone number. The commercial accompanied by that catchy tune played on all the local channels nonstop. At the age of seven I knew if I ever were to need new carpet who to call. As public health professionals we should learn from brands like Luna. Utilize catchy music or tones to get our message across. Susan G Komen, has built a brand that withholds an image most are familiar with. However, it still remains difficult to decipher between Susan G. Komen, and other breast cancer awareness orgs/ foundations. Companies have built on their brands and maintained their image. GOOGLE, Yahoo!, North face, Nike, etc., all have images and logos that surpass generations. It is important to build similar images for the public health campaigns. The concept of branding health campaigns hasn’t always been relevant. However, now mora than ever it is important to utilize technology and earworms to send the message across!

[happyhobbit007-blog]

Keep Yourself in Check

Do the following scenario’s sound familiar?

Person 1: “Man I’m so depressed, I hate school. “

Person 2: “Yeah me too man, I want to drop out.”

End Scene

Scenario 2

Person 1: “Man my girlfriend is bipolar, one minute she’s fine the next minute she’s crying.”

End Scene

How many times have you, or someone you know, used the word depressed or bipolar to describe yourself or others? Often times these words are used very loosely to describe a current mood, that will change after a short amount of time. For example, you are stressed and overwhelmed with school, you begin to feel sad or ‘depressed’; however, by Friday you are relieved of stress and happy as can be. The frequent use of these terms inappropriately has significant consequences. Rather than raising awareness and being conscious of one’s mental health, it is being swept under the rug as something that will just get better with time.  Consequently, those who struggle with maintaining a positive mental health, are unable to find a platform to speak openly about their struggles, thus, unwilling to seek help fearing judgement from those around them, or are even unaware they struggle with their mental health. Mental health remains to be a taboo topic among a wide arrange of cultures. This topic needs to be alongside the forefront topics of concerns. Living in the transforming age of technology, raising mental health awareness should be easier than ever! There are a wide range of media outlets that can creatively shed light on mental health, allowing it to be a part of everyday conversations. In 1988, Harvard launched its Alcohol Project, shedding awareness on drunk driving. Harvard utilized media outlets, news, television shows, etc.; decades later everyone is well aware of the concept of designated drivers. A similar initiative needs to be taken in order to tackle the taboos of mental health. Some outlets have begun to discuss mental health topics through television scripts, like “The Foster”, “Degrassi,” “Wilfred,” “Community,” etc. Nonetheless, more efforts must be taken. Every step counts and it is important every individual is conscious of their own mental health as well as the mental health of those around them.

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Dangers in Believing

"The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself." Peter Drucker

As we look at the world of marketing, you are always being convinced either you buy this / do this and blessings will just continue showering over you; or if you don’t buy this or stop doing that you are bound to a path with great darkness.

This may sound a bit over exaggerated but realistically these are basic frames marketers, whether social, beauty, health, etc., abide by. One would think its perhaps more common to find these “loss” and “gain” frames in health adds. For example, run the extra mile and you will find a cute boy or girl waiting for you at the finish line. However, after finding a cute boy / girl you’ll need a new tube of mascara because Maybelline just isn’t doing your lashes justice, as told by QVC.  Get it? Adds are constantly being followed by other adds that are telling you what you will lose or gain with/ without their product. It seems obvious as a public health official, or even if you just sit down and think about it. I mean it’s a marketer’s job to convince you of something. Nonetheless, consumers are constantly exposed to these marketing tactics, inherently believing or being convinced of what they are told. Some more easily than others. It’s important to always be conscious of the possible intentions of those trying to sell us on a product or idea. “You shouldn’t believe everything you hear or see,” as said by every mother. This being said doesn’t mean we, as consumers, should not indulge or invest in these ideas or products. There are products and ideas that will truly enhance the lives of individuals and populations; like Too Faced mascara, you can’t deny it won’t take your lashes the extra mile. 

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The Science of Snacking?

It seems ironic that every time I come close to starting my work I suddenly become hungry. But, I’m not alone on this one.

Most would suggest that hunger is a form of procrastination but science suggests otherwise.  According to science, “intellectual work induces a big increase in caloric intake.” Why? It is like the mind rewarding the body. Except, rather than rewarding the body it can potentially harm the body. As stated in the article, “Science of Snacks: Thinking Makes You Hungry”, “Caloric overcompensation following intellectual work, combined with the fact that we are less physically active when doing intellectual tasks, could contribute to the obesity epidemic.” So what’s the solution? Carrots instead of coke! Expecting a generation to change how the mind and body functions is unrealistic; however, cleaning out our fridges is not too hard of a task.

Unlike its known stereotype, eating healthy is not a chore! Bolthouse Farms has almost mastered marketing baby carrots as the hottest snack in all of Jewel Osco. They have targeted their audience through their unique 'junk food' approach advertising method. If the companies of healthier food options took the approach of advertising their food like 'junk food' is that enough to encourage people to be conscious of their diet?  NO. Companies can make their products look more appealing but there is usually a middle man between companies and their audience- in this case the parents of consumers! For most of us youth living at home, we aren’t doing the grocery shopping. We usually give suggestions and eat what is available to us. Thus, it is important that older populations are engaged in this conversation for the sake of their children! This is not to say parents and guardians should not indulge in carrots or be conscious of their diets but they should do so while encouraging and providing healthier options to their children.

This being said, the next time your child sits down to do some homework, keep a bag of baby carrots around!