cheryl toner ific

Obesity – The Media & Consumers: 

Obesity – The Media andamp; Consumers World Resources Institute Sustainable Enterprise Summit March 18, 2004 Cheryl Toner, MS, RD Director, Health Communications International Food Information Council (IFIC) and IFIC Foundation

International Food InformationCouncil (IFIC) and IFIC Foundation: 

International Food Information Council (IFIC) and IFIC Foundation Mission: To communicate science-based information on food safety and nutrition issues to health professionals, journalists, educators and government officials. Primarily supported by the broad-based food, beverage and agricultural industries. International Food Information Council Foundation

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'Obesity is as dramatic as anything I have seen in public heath. Obesity is the health problem of the century.' —Former Director, Centers for Disease Control and Prevention 'We just recalculated the actual causes of death in the U.S. and we did see that obesity moved up very close to tobacco, and is almost the number one health threat.' —Current Director, Centers For Disease Control and Prevention TODAY: An Obesity Epidemic

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2002 Obesity Trends* Among U.S. Adults BRFSS, 1991-2002 No Data andlt;10% 10%–14% 15%–19% 20%–24% ≥25% (*BMI ≥30, or ~ 30 lbs overweight for 5’ 4' woman)

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Diabetes and Gestational Diabetes Trends Among Adults in the U.S., BRFSS 1990, 1995 and 2001 Mokdad AH, Ford ES, Bowman BA, et al. Prevalence of obesity, diabetes, and other obesity-related health risk factors, 2001. JAMA 2003 Jan 1;289(1).

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Trends in Obesity-Related Media Coverage: 

Trends in Obesity-Related Media Coverage 593 1706 3831 4560 0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000 Jan - Dec 2000 Jan - Dec 2001 Jan - Dec 2002 Jan - Dec 2003 Note: Figures represent International Food Information Council Foundation (IFIC) tracking of U.S. and International (English-speaking) wire reports and print articles on the issue and do not necessarily reflect the true number of stories.

Obesity: 

Obesity A Complex Issue

The Root Cause of Obesity Is Simple An imbalance between calories-in and calories-outBut...: 

The Root Cause of Obesity Is Simple An imbalance between calories-in and calories-out But...

…the social factors that contribute to the imbalance are complex:: 

…the social factors that contribute to the imbalance are complex: Changing food habits Declining physical activity in the home and in schools Increasing sedentary habits Changes in the physical environment

Suggested Causes of Obesityin Media Stories: 

Suggested Causes of Obesity in Media Stories A virus Large portion sizes Low self-esteem Dietary carbohydrates High incomes Automobile culture Dietary fats Low incomes TV watching Low calcium intake Stress Computer games Soft drinks Depression Community design Good-tasting food Aging Personal safety Inexpensive food Genetics No PE in schools Availability of food Latch-key kids Parental influence Parental influence Other Physical Activity Food/Nutrition Snacks

Opportunity in Surgeon General’s Call to Action: 

Opportunity in Surgeon General’s Call to Action Call for industry to play a positive role in solving the problem Call for public-private partnerships Call to identify opportunities not just challenges

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Communicate science-based information to opinion leaders and, ultimately, consumers Consumers need practical, relevant tools and information …but where and how do we start? IFIC Foundation’s Role

A Communications Program Based on Consumer Research: 

A Communications Program Based on Consumer Research

ACTIVATE’s Mission: 

ACTIVATE’s Mission A consumer communications outreach program designed to deliver information to children and their families that will assist in achieving healthy lifestyles through regular physical activity and good nutrition.

ACTIVATE:The Power of Partnerships: 

ACTIVATE: The Power of Partnerships Six leading health, food and science organizations: American Academy of Family Physicians American College of Sports Medicine American Dietetic Association International Food Information Council Foundation International Life Sciences Institute Center for Health Promotion National Recreation and Park Association All bring unique knowledge, skills and resources

ACTIVATE:Leading Experts Serve as Advisors: 

ACTIVATE: Leading Experts Serve as Advisors

Unrestricted Grants From the Food and Beverage Industry: 

Unrestricted Grants From the Food and Beverage Industry The Coca-Cola Company Hershey Foods Corporation H.J. Heinz Foundation Keebler Company Kellogg Company Kraft Foods Masterfoods USA McDonald’s Corporation National Confectioners Association The Procter andamp; Gamble Company PepsiCo, Inc. Sara Lee Corporation Snack Food Association

Consumer Research: 

Consumer Research ACTIVATE Initiative Kids 9-12 and parents Findings used to develop Kidnetic.com Published in June 2000 Journal of American Dietetic Association Findings: Kids relate weight to performance and appearance – not health Both parents and kids relate obesity to food more than physical activity Kids not interested in concepts like 'nutrition,' 'physical activity' and 'healthy eating' International Food Information Council Foundation

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ACTIVATE Research Published J Am Diet Assoc. 2003;103:721-728

Why Deliver Messages Via a Web Site?: 

Why Deliver Messages Via a Web Site? It’s where the kids are Research showed that kids and parents agreed a Web site is the easiest way to deliver information 67% of households with school aged kids have computer/Internet access Opportunity for innovative communication tool Interactive Customizable

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Home Page

Promotes Healthy Eating: 

Promotes Healthy Eating InnerG Recipe Roundup

Promotes Physical Activity: 

Promotes Physical Activity Move Mixer Wet Head Games Scavenger Hunt Fitness Challenge

Parents’ Section: 

Parents’ Section Parent’s Home Page Bright Papers for Parents Ask An Expert

Impact Evaluation of Kidnetic.com: 

Impact Evaluation of Kidnetic.com Increased discussion about physical activity and eating between parents and children For parents and kids, increased importance of physical activity and healthful eating For kids, increased confidence regarding their knowledge of healthful eating 'These results suggest that the Kidnetic.com Web site is an effective resource'—Harris Interactive, Inc.

Reaching Out to Community-Based Organizations: 

Reaching Out to Community-Based Organizations Healthy lifestyle lessons andamp; activities Content from Kidnetic.com Leader’s Guide Pilot testing in community settings Downloadable from Internet at no cost Dissemination in 2004

Kidnetic.com is One Piece of the Puzzle: 

Kidnetic.com is One Piece of the Puzzle For more information: contactus@kidnetic.com

For More Information, Contact:International Food Information Counciland (IFIC) Foundation1100 Connecticut Avenue, NW - Suite 430Washington, DC 20036Phone: 202-296-6540E-Mail: foodinfo@ific.org: 

For More Information, Contact: International Food Information Council and (IFIC) Foundation 1100 Connecticut Avenue, NW - Suite 430 Washington, DC 20036 Phone: 202-296-6540 E-Mail: foodinfo@ific.org