Michelle Obama Needs to Read “The New Rules of Marketing and PR”

I happen to be a big fan of David Meerman Scott.  In fact, the sole reason this blog exists is because a friend of mine told me to read HIS blog.  

One of the things David often talks about in "The New Rules of Marketing and PR" is how Barack Obama used social media to connect with voters.  I am hoping that Barack's wife Michelle will take a cue from that in her anti-obesity campaign, but so far I see no sign of that. 


Here's the thing, childhood obesity has been with us a long time.  It was a big problem 20 years ago, and,  to do my part, back then I developed concept for a children's fitness television program.  I called it "Make It Fit," and I produced a 30 minute workout for 2-7-year-olds, called "Fitness Fairy Tales."  (It featured Avery Faigenbaum, a nationally known expert in kid's fitness.) 

Anyway, when I heard that Michelle was doing this kids fitness/nutrition thing, I thought I would try to share some of these materials that have been laying fallow these many years. 

What I ran into was what David Meerman Scott calls "the old rules."  There have been numerous announcements and big rollout events about this campaign against childhood obesity, but it is all one-way communication.   There is no way for me to share any of this thru their program so far. 

I am not an expert on David's new rules, but I've read the book twice, and the first thing Michelle needs to do is to "lose control."  I went to the Health and Human Services web site yesterday, and there is not one single place where you can communicate with these people meaningfully.  Their contact us form allows you to point out errors in the web site.  Wow.   Absolutely nothing for a kid needing to know how to roast a chicken. 

Without really even thinking about this too much, how about: 1) a blog about the campaign that allows comments, 2) a contest to make the best kids' workout video, 3) Michele's list: times and places to meet up to have a game of tag, 4) recipe exchange, 5) ask a health/cooking question. 

All this could (I hope) be monitored to keep an eye out for the pedophiles. 

If we are going to really do this and not just look like we're trying really hard, this has to become a community effort.  A bunch of government directives is guaranteed to fail. 

Just one example of underutilized resources, I know this guy here in Waltham (MA), his name is German Lam, and this guy is an absolute fanatic about kids' nutrition.  He consults with school cafeterias, he gives workshops for kids and parents, why isn't he part of this solution?  If we followed the new rules of marketing and PR, we would make it possible for all these passionate people to hook up with the people who need their services.

My own contribution is, again, fitness fairy tales.  In keeping with David's new rules, I'm offering some free stuff: while the entire program is available on Itunes, here is the complete "Red Riding Hood's Biceps Curls," "Pinnochio Pushups," "Frog Prince Jumps, and the Make It Fit Song (warning: hard to get out of head once inserted!)   (also I am still amazed that we got some amateur 10-year-old girls to sing those Andrews Sisters parts so beautifully 🙂
 
(c) Justin Locke