Docstoc

Moving the Needle to Healthy Eating and Active Living

Document Sample
Moving the Needle to Healthy Eating and Active Living Powered By Docstoc
					 Moving the Needle to Healthy
Eating and Active Living for All:
Strategies for Policy, (Systems)
  and Environmental Change




          Susan B. Foerster, Chief
  Cancer Prevention and Nutrition Section
  California Department of Health Services

         Oregon Division of Health
  Portland, OR         February 11, 2003
              Objectives

• Share “what’s working” in current
  environment south of the (Oregon)
  border.
• Provide disciplined way of thinking
  about, gaining synergy from diverse
  activity.
• Reflect strategically on where we are
  with social change.
What’s Working?
 Social Marketing, as Defined, Works!
             California Nutrition Network
           Definition of Social Marketing



     “…The use of commercial marketing approaches
                 to achieve a social goal…
includes the traditional mix of advertising, public relations,
        promotion, and personal sales, and adds
    consumer empowerment, community development,
            partnership, media advocacy, and
      policy-systems-and-environmental change…”
  A Multi-Level Campaign Works

                  National
(5 A Day, Food Stamp Outreach, Team Nutrition,
   Changing the Scene, Verb Campaign, etc.)


                    State
       (5 a Day, Nutrition Network, CPL,
       state agencies and organizations)


                  Regions
               (Media Markets)


     Counties, Cities, School Districts
             (Local Governments)


                Communities
The Social-Ecological Model Works!

F


            Social Marketing Tools by Level of Influence in the
                        Social-Ecological Model

                                     Policy, Systems, Environment
                                        Policy , Sy stems and Env ironment Changes


                                                   Community
                                    adv ertising*, public relations*, partnerships, media
                                    adv ocacy , community dev elopment



                                    Institutional and Organizational
                                                   Sales Promotions*,



                                    Interpersonal, Lifestyle Influences,
                                            personal sales, consumer empowerment




                                                      Individual



    *Categorization in the specific sphere depends on how the construct w as operationalized. Often
    Community and Instutional activities are very similar, and Interpersonal and Individual actvities are very
    similar.
Using a Disciplined Eye
Focus on the “Outer Spheres of Influence”


  • Institutions = “Channels” that
    influence consumer behavior

  • Community = Multiple channels
    collectively influencing behavior

  • Society = Norms and values, the
    broadest level of influence
     Use the Right Strategies, a la
     Carrots, Sticks and Promises*


• Education is enough for: The “prone”
  individual/segments

• Marketing encourages: The “unable”
  individual/segments

• Law is needed for: The “resistant”
  individual/segments

* Rothschild, Journal of Marketing, 1999
    Aim for Endpoints that Affect
           Lots of People

• Policies = Written statements of
  values, behavior, resource allocation
  by public, non-profit or private sectors
• System Changes = Interventions in
  channels/organizations with “reach”
  and influence that promote and
  enable new behaviors efficiently
• Environments = Physical (food,
  transportation), media, or economic
  factors that incent or enable behavior
So, Where Are We?
      Institutional Changes that
      Local Partners Are Making
• Media—coverage, editorials, sustained
  issues programming
• School districts—farmers’ market salad
  bars, farm-to-school programs, Power Play!
  participation, school food and PE policies,
  participation in federal food assistance
  programs
• Worksites—Fuel Up, Lift Up LA!, San Diego
  Nutrition Network partnership agreements
• African American Faith Organizations—
  pastoral leadership, change food and
  physical activity practices, outreach to
  community
        Institutional Changes that
        State Partners Are Making
• Media—Media relations w/interested reporters/outlets
• Supermarkets, restaurants—5 a Day initiatives

• School districts—Superintendent’s Garden in Every
  School initiative, First Lady’s Nutrition Task Force,
  CEWAER’s Healthy School Alternatives

• Worksites—Be Active—5 a Day! Campaign (new)

• Food Security—Food Stamp WIC/DSS “summits”,
  EBT in farmers’ markets, Special Projects

• Local Incentive Award program—require, fund policy,
  systems, environmental change

• Interagency Agreements with sister state agencies
       Community Changes that
       Local Partners Are Making
• Cities—Healthy Cities’ Fresh Ideas, proclamations,
  food policy councils, Berkeley bond measure

• Multiple sites—advocacy for environmental and
  policy change a la CFSC’s Weaving the Food Web
  (Farm Fresh Choice, farm tours, transportation)

• Legislative Districts—Grassroots Child & Youth
  Nutrition and Fitness Campaign starting move to
  SB 19, SB 1520 (soda tax attempt)

• Commercial food outlets—South Central LA,
  Alameda County—“Show me the money!”
      Community Changes that
      State Partners Are Making
• CDE/CEWAER’S 2000 Healthy School
  Environment Summit, subsequent activities

• NetCom—started as PR training, became
  regional collaboratives, emerging as
  ongoing and more vertically integrated PR
  “counsel”

• Convenings—2001, 2003 Childhood Obesity
  Conferences; 2003 Working Families Policy
  Summits; Network’s Policy Action Teams
        Societal Changes that
      Local Partners Are Making

• NetCom—Some collaboratives have set
  aggressive policy goals
• Center for Food and Justice’ investigation of
  fast food in children’s hospitals, multiple
  agriculture initiatives, examination of food
  industry influence (Fat Land)
• County-wide campaigns—Alameda, San
  Diego
• California Food Security Network—drafting
  a policy platform
           Societal Changes that
         State Partners Are Making
• Get smart with practical research—barriers to
  Food Stamp use, cost of obesity and physical
  inactivity, economic benefits of increased f/v
  intake

• National 5 A Day Program—state strategic
  planning w/expanded national partnership
  leading to policy proposals—preschoolers,
  worksites, African American Campaign

• California State Library—Overweight Kids, Why
  Should We Care?, policy seminars and field trips,
  ongoing counsel, men’s nutrition study
          Societal Changes that
   State Partners Are Making (cont’d.)
• Working Families Summits—“deep” policy
  development, alliances, caucus support leading
  to legislative proposals

• Secondary data analysis by geopolitical unit—
  CPHA’s Fitnessgram by Assembly district,
  CFPA’s food insecurity rates by county

• Federal policy—state’s weighing in on 2002 Farm
  Bill, 2003 Child Nutrition Act, transportation act?
           Emerging Themes

• “Convenings” work!
• For now, no-cost, low-cost, revenue-
  generating ideas are it
• Use no-money time to plan,
  streamline, ask “why not”?
• Tailor to legislators’ interests
• “Silos” breaking down, “networks” and
  collaboratives forming
• Stay tuned!
 Musings on Social Transformation,
           as per Tufts

• Crisis
• Science
• Mass media coverage
• Economic feasibility, plus education to
  drive demand
• Champions and leaders
• Coalitions, advocacy
• Government involvement
• An integrated plan!
      With thanks to our funders!

• California public agency partners, for in-kind
  contributions

• USDA Food Stamp Program

• The California Endowment

• CDC Prevention Block Grant

• California Department of Social Services

• California Department of Food and
  Agriculture

				
DOCUMENT INFO
Shared By:
Categories:
Stats:
views:54
posted:3/30/2008
language:
pages:21