Jahdiel Brown ’16 earned a first place prize of $2,000 and a $5,000 scholarship to the University of the Sciences in Philadelphia for her “Chop To It!” social media marketing campaign in the Healthy Lifestyles Business Competition, hosted by the university on February 27. Sponsored by the Pharmaceutical and Healthcare Business program at Mayes College of Healthcare Business and Policy, the competition encouraged entrants to design a campaign to persuade their audience to live a healthy lifestyle.
“My idea with my campaign ‘Chop To It!’ was to focus on the fun aspect of cooking to motivate people to cook more in their kitchens, rather than eating out,” said Jahdiel. “When I was a kid, the most fun part of cooking for me was chopping and dicing. I felt like a professional chef prepping my food! So my food rule throughout my social media campaign was if it doesn’t require chopping, slicing, or dicing, you shouldn’t eat it because it probably doesn’t have healthy, whole ingredients.”
Jahdiel was exposed to the idea of general food rules through Science Department Chair Barb Kreider’s Nutrition course. Other rules and informative information, as posted on the “Chop To It!” Facebook page included:
- If you just need to “add water,” “toss it in the microwave,” or “pull up to the first window,” you shouldn’t be eating it…you should be chopping!
- Over the past 35 years, obesity rates have more than doubled. Join us in our fight against obesity! #choptoit
- Keep your brain sharp and your knives sharper! Dull blades cause more accidents because they are harder to work with and require more pressure. Sharp knives do not slip as easily and cut easier. #choptoitsafely
- Exciting News! Chop To It! is introducing our Monthly Photo Giveaway! We want you to send us videos or pictures of your knife skills while also promoting knife safety awareness for a chance to win a professional culinary knife set and a $500 Whole Foods gift card. Just tag Chop To It! on Facebook or use the hashtag #Choptoitsafely on Instagram. May the best chef win!
In addition to Facebook, Jahdiel also created “Chop To It!” social media accounts on Twitter, Instagram, and, her chief social media channel, Pinterest. On Pinterest, Jahdiel assembled boards about knife safety, knife skills, “Chop To It!” recipes, affordable recipes, and quick and easy recipes. These visual graphics promoted the message of her campaign effectively, and provided her audience with many educational resources.
“Being at the competition was nerve wracking, but it was fun to present and encourage people to heave a healthier lifestyle,” said Jahdiel. “I enjoyed presenting my final campaign to the judges and it was great that they liked it too! I didn’t know I could do marketing work, but I learned a lot along the way. I was out of my comfort zone with this project, but I’m so glad I did it.”
Jahdiel has been very active in the MFS Art Department and hopes to minor in art at the college or university she attends next year. She plans on studying nursing, so she was exceptionally proud of her campaign and its promotion of healthy living.