TSET: Shape Your Future Healthy Foods Tournament (2013)

SYF Tournament StatsBACKGROUND:
The Oklahoma Tobacco Settlement Endowment Trust (TSET) and Oklahoma State Department of Health (OSDH) teamed up to create a marketing campaign encouraging the target audience to eat more fruits and vegetables and become more physically active.

Increase the number of fruits and vegetables that kids (and adults) in the state of Oklahoma consume.

Create a campaign that ties into the NCAA March Madness Basketball tournament that will provide information about how these foods positively impact the body

We developed a list of 16 healthy foods and collected information about the healthy qualities of each. To help promote these foods, and to increase our Facebook presence and interaction, we launched the Healthy Foods Tournament amid the buzz of the NCAA’s March Madness Basketball tournament. The Shape Your Future “bracket” began with 16 Healthy Foods and was narrowed down through a Facebook voting app over the course of eight days.

The final score? Well, blueberries took the bracket. But Shape Your Future’s Facebook page also emerged victorious.

  • “Likes” more than doubled - from 341 to 683.
  • The tournament engaged 751 unique people who interacted with the page and related posts.
  • The campaign generated 20,093 organic impressions. To put that into perspective, the average Facebook page post generates impressions equal to approximately 20% of a page’s likes. Over the course of this tournament, that percentage ballooned to 294%.


VI Marketing and Branding has been the TSET Media Services partner since 2007. Created by voters in 2000, TSET is an endowment trust established with payments from the 1998 Master Settlement Agreement (MSA) between 46 states and the tobacco industry. Funds are invested by a Board of Investors and only the earnings from those investments are used by a Board of Directors to support efforts to improve the health of Oklahomans.

Customized health communication interventions are proven to be one of the most effective strategies for reducing tobacco use and promoting healthy behaviors in a population. Sometimes referred to as ‘advertising,’ these interventions are programmatic efforts designed to improve the knowledge, attitudes and healthy behaviors of specific, targeted audiences over time. Health communication interventions consist of researched, tested and evaluated public health-focused marketing campaigns with coordinated elements for earned, paid and owned content.

The goal of TSET’s investments in health communication interventions is to reduce the leading causes of preventable death in our state – cancer and cardiovascular disease – by preventing and reducing the two main risk factors – obesity and tobacco use. Through rigorous evaluation, TSET health communication interventions – Tobacco Stops With Me, Oklahoma Tobacco Helpline and Shape Your Future – are proven to increase healthy lifestyle choices by Oklahomans.