Auburn, Alabama—The Nutrition Education Program (NEP) at Alabama Cooperative Extension System is excited to announce that Auburn’s own Cam Newton will be featured in a social marketing billboard campaign throughout Alabama from Feb. 22-March 25.
The campaign will reach all corners of Alabama and is expected to generate almost 35 million impressions on Alabamians, especially those living in underserved communities. The campaign includes 73 billboards in 53 Alabama counties; 79 percent of these counties are classified as rural. It is part of a comprehensive effort to change local and statewide policies, systems and environments to make healthy eating and active living more desirable and attainable.
Newton, a former Auburn Tiger, the 2010 Heisman Trophy winner, current NFL Most Valuable Player and quarterback for the Carolina Panthers, will be featured on billboards across the state as a celebrity spokesman for Team FNV. The billboards will feature an attractive and witty advertisement for fruits and vegetables: “Fruits and Veggies – Now with more Cam Newton.” There is a billboard on I-85N entering Auburn, a half mile before Exit 51.
The Nutrition Education Program, nationally funded by USDA Supplemental Nutrition Assistance Program Education (SNAP-Ed), and the Partnership for a Healthier America’s Team FNV (Fruits & Veggies) partnered to bring this nationally recognized social marketing effort to Alabama.
The billboard campaign serves as an extension of NEP’s obesity prevention efforts across Alabama. The flagship program is Body Quest, a school-based obesity prevention initiative for third graders and their parents in low-income schools and communities across the state. Body Quest has consistently shown significant increases in fruit and vegetable consumption and other healthy behaviors through impact evaluation. Last year, more than 6,000 third graders and 3,500 parents in more than 150 schools participated in Body Quest. The billboards are placed in close proximity to Body Quest schools when possible, in an effort to raise awareness and create appeal for healthy eating in communities.
Alabama NEP is excited about this campaign and Cam Newton’s participation in it,” said Dr. Barbara Struempler, Extension leader for nutrition education programs. “The message to eat more fruits and vegetables is important, and NEP appreciates Cam helping us spread that message.”