|CHAMPLAIN SODIUM REDUCTION CAMPAIGN|
What is the "Give Your Head a Shake" Campaign?
The “Give Your Head a Shake” health communication campaign is designed to provide Champlain area residents with simple, practical tips to help them reduce the high amount of sodium they consume every day. Although the campaign will call attention to the reasons why residents need to reduce sodium, the main focus will be on how residents can easily reduce their sodium. A series of different eating tips will be delivered across a variety of media including TV, Radio, Print and Web. The tips are meant to act as guides to reducing sodium when buying food at the grocery store, making home cooked meals, and eating out.
Why did we create this campaign?
The Champlain Cardiovascular Disease Prevention Network (CCPN) and our campaign partners are concerned about the cardiovascular health of our residents and the amount of sodium they consume – a behaviour that is putting them at risk for high blood pressure, a key risk factor for heart disease and stroke.
Each year, more than 2,400 Champlain residents die as a result of heart disease and stroke.
We believe this campaign, because it focuses on the “what to do,” can help consumers make small but important changes in their diet. The campaign is simple and fun. We think it will be an effective way to get our message out.
When is the campaign happening?
The two-year campaign is starting mid-August 2009 and will continue until March 2011. We will evaluate the campaign closely as we go and depending on the availability of funds, our plan is to continue to adapt the campaign every year. We know that behaviour change can take a long time. We hope this campaign will be a model for other communities across Canada.
Where will I see advertising for the campaign?
Champlain residents will see the ads on television (CTV, CBC and Radio Canada), on certain radio stations, in the Ottawa Citizen, several community newspapers, as well as some websites.
The campaign is targeting residents who live within the Champlain region, an area that includes approximately 1.2 million residents and is representative of the municipal planning areas of the Eastern Counties (Prescott & Russell and Stormont, Dundas & Glengarry), City of Ottawa, Renfrew County, and the northern parts of Leeds, Grenville & Lanark Counties.
Who is funding this campaign?
The campaign is being funded through a collaborative model. Funds for the campaign have been provided by:
Who advised you on the development of the campaign?
The development of the campaign was led by an advisory team with representation from each of the following organizations:
Where can I find out more about sodium and high blood pressure?
You get more information on how to reduce the sodium in your diet and about the effects of a high sodium diet and the risk for high blood pressure by visiting the following websites:
Where can I find more tips on decreasing sodium in my diet?