The Seafood Nutrition Partnership (SNP), the non-profit whose mission is to teach Americans about the health and nutritional benefits of seafood, launched two pilot public health education campaigns in October 2014. One in Memphis, TN and the other Indianapolis, IN. The Carter Malone Group (CMG) was chosen to create and execute a public education and grassroots communications campaign with special emphasis on health and wellness. CMG developed a coalition of elected officials and local leaders from the business, healthcare, academia, restaurant, retail and faith communities to help teach citizens about the health benefits of seafood through a series of events.
CMG assisted in building a strong broad-based coalition of local leaders from diverse sectors who share and recognize the importance of educating Americans about a healthy diet and incorporating more seafood into their diets.
The campaign received more than 710,000 media impressions through media relations efforts with WREG-TV, WHBQ-TV, WATN-TV, The New Tri-State Defender, The Commercial Appeal and WHAL-FM.
We didn’t have an advertising budget but leveraged our digital and social media against partner communication resources and had a return of 40% of our total budget in in-kind promotions. The national campaign launches in October 2015 in 8 cities.