In an effort to educate Americans about the health benefits and break down barriers about seafood, the Seafood Nutrition Partnership (SNP) conducts grassroots public health educational programs across the country. In 2014, SNP partnered with The Carter Malone Group, LLC CMG) as a pilot city to launch the campaign and officially launched in 8 other cities the next year.
We have a coalition in Memphis of elected officials and leaders in the business, healthcare and wellness, faith, culinary and academia communities to support the SNP campaign. Our team created a Healthy Heart Summit and a partnership with Kroger Stores to collect Healthy Heart Pledges at 20 area locations to educate members of the community about the health benefits of eating seafood twice a week. The CMG team developed a Celebrity Chef Cook-Off and Restaurant Week highlighting restaurants who offer healthy seafood dishes.
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.
There was not an advertising budget but leveraged our digital and social media against partner communication resources and had a return of 40 percent of our total budget in in-kind promotions. The national campaign launched in October 2015 in 8 cities.
We continue to engage the community through the www.Seafoodnutrition.org and www.SNPMemphis.com websites, social media channels and through community events. The CMG team is currently leading the nation in the number Healthy Heart Pledges committed to date.