Obesity The Media

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Obesity The Media 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

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International Food InformationCouncil (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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TODAY An Obesity Epidemic
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
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Obesity Trends Among U.S. AdultsBRFSS, 1991-2002
(BMI 30, or 30 lbs overweight for 5 4 woman)
2002
No Data lt10 1014
1519 2024 25
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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
1289(1).
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(No Transcript)
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Trends in Obesity-Related Media Coverage
4560
5000
4500
3831
4000
3500
3000
2500
1706
2000
1500
593
1000
500
0
Jan - Dec
Jan - Dec
Jan - Dec
Jan - Dec
2000
2001
2002
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.
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Obesity
A Complex Issue
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The Root Cause of Obesity Is Simple An
imbalance between calories-in and
calories-outBut...
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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

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

• Communicate science-based information to opinion
  leaders and, ultimately, consumers
• Consumers need practical, relevant tools and
  information
• but where and how do we start?

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A Communications Program Based on Consumer
Research
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ACTIVATEs 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.

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ACTIVATEThe 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
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ACTIVATELeading Experts Serve as Advisors
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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

• McDonalds Corporation
• National Confectioners Association
• The Procter Gamble Company
• PepsiCo, Inc.
• Sara Lee Corporation
• Snack Food Association

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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. 2003103721-728
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Why Deliver Messages Via a Web Site?

• Its 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
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Promotes Healthy Eating
InnerG
Recipe Roundup
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Promotes Physical Activity
Wet Head Games
Move Mixer
Fitness Challenge
Scavenger Hunt
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Parents Section
Parents Home Page
Ask An Expert
Bright Papers for Parents
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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 resourceHarris
  Interactive, Inc.

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Reaching Out to Community-Based Organizations

• Healthy lifestyle lessons activities
• Content from Kidnetic.com
• Leaders Guide
• Pilot testing in community settings
• Downloadable from Internet at no cost
• Dissemination in 2004

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Kidnetic.com is One Piece of the Puzzle
For more information contactus_at_kidnetic.com
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For More Information, ContactInternational
Food Information Counciland (IFIC)
Foundation1100 Connecticut Avenue, NW - Suite
430Washington, DC 20036Phone
202-296-6540E-Mail foodinfo_at_ific.org