Transcript Addressing the Obesity Debate: A Consumer Point of View

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
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
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
Obesity Trends* Among U.S. Adults
BRFSS, 1991-2002
(*BMI ≥30, or ~ 30 lbs overweight for 5’ 4” woman)
1991
1995
2002
No Data
<10%
10%–14%
15%–19%
20%–24%
≥25%
Diabetes and Gestational Diabetes Trends
Among Adults in the U.S., BRFSS 1990,
1995 and 2001
1990
1995
2001
No Data
<4%
4%-6%
6%-8%
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).
8%-10%
>10%
Trends in Obesity-Related Media
Coverage
5000
4500
4000
3500
3000
2500
2000
1500
1000
500
0
4560
3831
1706
593
Jan - Dec
2000
Jan - Dec
2001
Jan - Dec
2002
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.
Jan - Dec
2003
Obesity
A Complex Issue
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:
• Changing food habits
• Declining physical activity in the home
and in schools
• Increasing sedentary habits
• Changes in the physical environment
Suggested Causes of Obesity
in Media Stories
Food/Nutrition
Physical Activity
Other
Parental influence
Parental influence
Latch-key kids
Availability of food
No PE in schools
Genetics
Inexpensive food
Personal safety
Aging
Good-tasting food
Community design
Depression
Soft drinks
Computer games
Stress
Low calcium intake
TV watching
Low incomes
Dietary fats
Automobile culture
High incomes
Dietary carbohydrates
Low self-esteem
Large portion sizes
Snacks
A virus
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
IFIC Foundation’s 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?
A Communications Program
Based on Consumer Research
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
Six leading health, food and science organizations:
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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
Keith Ayoob, EdD, RD,
FADA
Albert Einstein School of
Medicine
Nutrition and
Family Dynamics
Rebecca Kirby, MD, MS,
RD
American Academy of
Family Physicians
Family Medicine
Bill Kohl, PhD
Centers for Disease
Control and Prevention
Physical Activity and
Nutrition
Ellen O’Sullivan, MS, PhD
Southern Connecticut
State University
Recreation and
Community Outreach
Russ Pate, MS, PhD
University of
South Carolina
Physical Activity and
Sports Medicine
Johns Hopkins University
Child Psychology and
Behavioral Science
Children’s Hospital
Health Center, Cincinnati
Child Psychology and
Behavioral Science
David Schultz, PhD, MDiv
Meg Zeller, PhD
Unrestricted Grants From
the Food and Beverage Industry
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The Coca-Cola Company
Hershey Foods
Corporation
H.J. Heinz Foundation
Keebler Company
Kellogg Company
Kraft Foods
Masterfoods USA
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McDonald’s Corporation
National Confectioners
Association
The Procter & Gamble
Company
PepsiCo, Inc.
Sara Lee Corporation
Snack Food Association
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
ACTIVATE Research Published
J Am Diet Assoc. 2003;103:721-728
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
Home Page
Promotes Healthy Eating
InnerG
Recipe Roundup
Promotes Physical Activity
Move Mixer
Wet Head Games
Fitness Challenge
Scavenger Hunt
Parents’ Section
Parent’s Home
Page
Ask An Expert
Bright Papers for Parents
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 CommunityBased Organizations
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Healthy lifestyle lessons & 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
For more information:
For More Information, Contact:
International Food Information Council
and (IFIC) Foundation
1100 Connecticut Avenue, NW - Suite 430
Washington, DC 20036
Phone:
E-Mail:
202-296-6540
[email protected]