Sep 13

NMI Segmentation Model Used in White House Public Health Campaign

For more information, contact

Siobhan Hawthorne
215.513.7300, ext. 219
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The new “Water: You Are What You Drink” campaign was launched by the Partnership for a Healthier America (PHA). “PHA was launched a few short years ago to engage the private sector in helping make the healthy choice - the easy choice for busy parents and families. Drinking more water is an easy choice that nearly every one of us—regardless of where we live, what we do, or how busy we are—can make every day,” said PHA CEO Lawrence A. Soler.

Based on CDC data, approximately one fourth of children do not drink any water on a given day. This new effort will remind all consumers that drinking more water helps you have energy to do more, longer and with better focus.

According to First Lady Michelle Obama, “I’ve come to realize that if we were going to take just one step to make ourselves and our families healthier, probably the single best thing we could do is to simply drink more water. That’s it – it’s really that simple. Drink just one more glass of water a day and you can make a real difference for your health, your energy, and the way you feel.”

Supporters of PHA’s effort will carry the Drink Up logo on nearly 300 million packs of bottled water; more than half a billion bottles of water; 200,000 packages of reusable bottles; and more than 10,000 reusable bottles in the next year. Additionally, more than 10,000 outdoor public taps are expected to carry the brand over the next few years. Cities will also be utilizing the logo to encourage people to drink more tap water. PHA will be asking people across the country to visit www.youarewhatyoudrink.org to upload pictures of themselves drinking water.

One thing that is different from other public health initiatives is that it’s the first to be informed by consumer insight from beginning to end. Many marketing, research and creative agencies were brought together to utilize their talents, including NMI, Young & Rubicam, Buck, Antfood, Nielsen, Proclivity Media, VML, and Core Strategies. Everything from water consumption trends to health perspectives to media preferences to consumer targeting were used to drive the campaign’s strategy, messaging and execution.  In the end, NMI’s Health & Wellness segmentation model helped to identify the optimal consumer target – those that are predisposed about healthy living that could be nudged to the healthier side when presented with the right information.

According to Nielsen, “We believe this type of approach could lead to a new standard for public health campaigns. We certainly think an information-driven approach with a positive message is a refreshing idea.”

Drink UP America!

Learn more about NMI’s leading Health & Wellness segmentation or contact This email address is being protected from spambots. You need JavaScript enabled to view it.