Dietary Guidelines Communications

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Published on August 4, 2007

Author: Malbern

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New Dietary Guidance:Translating the Message to the Public:  New Dietary Guidance: Translating the Message to the Public 2000 Dietary Guidelines:  2000 Dietary Guidelines Aim for a healthy weight. Be physically active each day. Let the Pyramid guide your food choices. Choose a variety of grains daily, especially whole grains. Choose a variety of fruits and vegetables daily. Choose a diet that is low in saturated fat and cholesterol and moderate in total fat. Choose beverages and foods to moderate your intake of sugars. The New Dietary Guidelines:  The New Dietary Guidelines Dietary Guidelines Policy 41 key recommendations, 23 for the general public, 18 for special populations grouped into nine general topics Adequate Nutrients Within Calorie Needs Weight Management Physical Activity Food Groups to Encourage Fats Carbohydrates Sodium and Potassium Alcoholic Beverages Food Safety The New Dietary Guidelines:  The New Dietary Guidelines Summarizes and synthesizes the current science about individual nutrients Makes recommendations for a healthful pattern of eating Emphasis on choice with regard to: Eating fewer calories Being more active Making wiser food choices Slide5:  Today’s Discussion Points::  Today’s Discussion Points: Environment of Obesity: Goals andamp; Recommendations Consumer Views On: Health andamp; Weight Management Food andamp; Nutrition Dietary Guidance Messaging andamp; Communication Opportunities Importance of Harmonization Environment of Obesity: Goals and Recommendations :  Environment of Obesity: Goals and Recommendations The Obesity Epidemic:  The Obesity Epidemic Obesity Today: Startling Stats :  Obesity Today: Startling Stats More than 64% of U.S. adults overweight or obese 120 million adults Major risk factor for heart disease, diabetes, some cancers Economic costs nearly $117 billion/year Obesity Today: Future Impact:  'Because of increasing rates of obesity…we may see the first generation that will be less healthy and have a shorter life expectancy than their parents.' Surgeon General Richard Carmona Obesity Today: Future Impact The Rising Rate of Childhood Obesity is Alarming:  The Rising Rate of Childhood Obesity is Alarming July 2000 30% of children are overweight or at risk for overweight Global Trends in Obesity-Related Media Coverage:  Global Trends in Obesity-Related Media Coverage Note: Figures retrieved from Lexis-Nexis searches on 'obesity or obese' in U.S. and international newspapers and newswires. 1999 2000 2001 2002 2003 2004 Slide13:  Obesity: What’s the Cause?:  Obesity: What’s the Cause? A Complex Issue The Biological Cause of Obesity is Simple:  The Biological Cause of Obesity is Simple An imbalance of calories IN and calories OUT! But… …The Social Factors Contributing to the Imbalance are Complex:  …The Social Factors Contributing to the Imbalance are Complex Changing food habits Declining physical activity in the home and in schools Increasing sedentary habits Changing physical environment Consumer Views On: Health & Weight ManagementFood & NutritionDietary Guidance:  Consumer Views On: Health andamp; Weight Management Food andamp; Nutrition Dietary Guidance Health: Where Consumers See Themselves Now:  Health: Where Consumers See Themselves Now Unhealthy Healthy See Themselves Here Source: IFIC Foundation, 2003 Health: Where Consumers Want To Be:  Health: Where Consumers Want To Be Unhealthy Healthy Want To Be Here Source: IFIC Foundation, 2003 Health and Weight Management: Consumers Have Information But Can’t Connect to Action…:  Health and Weight Management: Consumers Have Information But Can’t Connect to Action… Exercise more often (at least 3-4 times per week) Lift weights to tone Improve diet by cutting out chips, sweets, soda Eat more fruits and vegetables Drink more water Get more rest Mentally commit yourself Make it a priority Discipline yourself Don’t feel guilty about making health a priority Self determination Set goals Behaviors Mindset vs. IFIC Foundation, 2003 Health vs. Weight:Two Separate Practices?:  Health vs. Weight: Two Separate Practices? Many consumers implement extreme eating practices to lose weight. They acknowledge that it may not be 'healthy', but feel it’s successful in accomplishing their short-term goal of WEIGHT LOSS. They will do this for as long as it takes to put weight 'balance' back into their lives. Few mention concerns about any long-term health effects associated with such eating styles. IFIC Foundation, 2004 Better Health: Barriers:  Better Health: Barriers Everyone is Time Crunched—Especially Parents Convenience Drives Lifestyle The 'D' Words': Dieting and Denial IFIC Foundation, 2003 Better Health: Barriers:  Better Health: Barriers Results Are Not Immediate Habits Don’t Change with Age Motivation Missing for Many IFIC Foundation, 2003 Better Health: Potential Motivators:  Better Health: Potential Motivators Appearance Family IFIC Foundation, 2003 Better Health: Potential Motivators:  Better Health: Potential Motivators Being a Role Model for Kids Future Health Issues IFIC Foundation, 2003 Health and Weight Issues: What We Have Learned:  Health and Weight Issues: What We Have Learned Lifestyle demands put health on back burner Information DOES NOT bridge to action Consumers struggle with motivation It’s Much More than ENERGY BALANCE IFIC Foundation, 2003 Food Selection: What’s Important?:  Food Selection: What’s Important? % Saying 'Very Important' Source: FMI Trends, 2000 Food vs. Nutrition:  Food vs. Nutrition Health professionals think of food and nutrition as almost interchangeable Consumers see food and nutrition as two separate things. Food is exciting and enjoyable Nutrition is 'what gets in the way of good food!' Healthful Eating:Consumers SAY vs. DO:  Healthful Eating: Consumers SAY vs. DO 85% say that diet and nutrition are important to them personally Only 38% say they have made significant changes to achieve a healthful diet ADA Nutrition Trends Survey, 2002 Nutrition Messages: Consumer Reactions:  Nutrition Messages: Consumer Reactions Nutrition Messages: Consumer Interpretations:  Nutrition Messages: Consumer Interpretations ADA Nutrition Trends Survey, 2002, 2000 Nutrition Messages: Consumer Interpretations:  Nutrition Messages: Consumer Interpretations ADA Nutrition Trends Survey, 2002, 2000 Dietary Guidelines and the Pyramid: Consumer Reactions:  Dietary Guidelines and the Pyramid: Consumer Reactions Consumers on the Dietary Guidelines… Consumers tell us they need more personalized, meaningful information Consumers on Food Guide Pyramid… High recognition Consumers need to have the Pyramid explained to them 2001: Testing an Educational Brochure Tuttle Communications, 2001 Messaging & Communication Opportunities:  Messaging andamp; Communication Opportunities Forging Ahead with Dietary Guidance of the Future Overarching Considerations:  Overarching Considerations One size DOES NOT fit all: Consumers increasingly report that they need personalized information that applies to THEM and THEIR LIVES specifically Deliver information with sensitivity: Consumers say, 'Who are THEY to tell me what to do?' IFIC Foundation, 2003; Dietary Guidelines Alliance, 2002 Designing Consumer-Centered Messages:  Designing Consumer-Centered Messages Message Making 101: Creating Consumer-Centered Messages:  Message Making 101: Creating Consumer-Centered Messages Message Development Model Source: Wirthlin Worldwide Findings: Recipe for Increasing Consumer Appeal:  Findings: Recipe for Increasing Consumer Appeal Consumers say: Be positive Keep it short and simple Create it just for me Make it specific and manageable Provide the payoff Talk food Make it fun! Slide39:  'Choose a diet low in fat, saturated fat, and cholesterol' 'Foods with fat can fit: moderate, don’t eliminate' Findings: To Consumers… LANGUAGE is Key! IFIC Foundation, 1998 VS. Slide40:  Unsuccessful Messages: Foods with fat can fit: Evaluate, don’t calculate Foods with fat can fit: Savor the flavor Successful Message: Foods with fat can fit:  Moderate, don’t eliminate. Findings: To Consumers… LANGUAGE is Key! Findings: To Consumers…LANGUAGE is Key!:  Findings: To Consumers… LANGUAGE is Key! HEALTH PROFESSIONALS SAY: 'Intake of trans fat should be as low as possible' CONSUMERS HEAR: 'Focus just on trans fat and avoid it at all costs!' RESULT: Consumers choose foods solely based on trans fat content, including those with higher content of saturated fat and trans fat combined IFIC Foundation, 2003 Findings: The Missing Ingredient:  Findings: The Missing Ingredient 'Don’t just tell us what to do, tell us HOW to do it!' -Consumers Findings: In Real Life…:  Findings: In Real Life… When shown these 'In real life' examples: Consumers reacted enthusiastically Consumers saw how their food choices 'fit' into the Pyramid Consumers also noted: Examples effectively provided guidance on portion sizes Communication Opportunities—What Can We Do?:  Communication Opportunities—What Can We Do? Address lifestyle issues Customize whenever possible Help remove barriers Small steps to start Quick and easy ideas Focus on motivators Happy, healthy family IFIC Foundation, 2003 Slide45:  Consider Semantics: Health Professionals vs. Consumers Provide Context and Relevance Examples that consumers can understand and use in their own lives Communication Opportunities—What Can We Do? Importance of Harmonization:  Importance of Harmonization Providing a Clear and Unified Voice Most Popular Sources of Foodand Nutrition Information:  Most Popular Sources of Food and Nutrition Information Television 72% Magazines 58% Newspapers 33% What Consumers See…:  What Consumers See… Sample Media Headlines One soda a day may raise diabetes risk for women Miami Herald Becoming Healthy on Unhealthy Food The Nation (Thailand) Internet Difficult for consumers to determine WHO and WHAT is credible Diet books Findings: Who & What to Believe?:  Findings: Who andamp; What to Believe? 'There is too much conflicting information about which foods are healthy and which are not.' 64% of Shoppers Agree with This Statement. FMI Shopping for Health, 2003 Findings: Who & What to Believe?:  Findings: Who andamp; What to Believe? Experts Change Minds: ' In the next five years, it’s very likely that the experts will have a completely different idea about which foods are healthy and which are not.' 79% of Shoppers Strongly or Somewhat Agree FMI Shopping for Health, 2003 Must Harmonize Messages to Decrease Confusion:  Must Harmonize Messages to Decrease Confusion October 4, 2004: Lancet Questions Antioxidants' Cancer-Preventive Abilities December 27, 2004: Antioxidants May Help Kids with Leukemia Findings: Who & What to Believe?:  Findings: Who andamp; What to Believe? Consumers say there is no single or clear recognized authority on the health benefits of good nutrition. IMPLICATION: Consumers need clear and consistent messages unite eating for health with eating for weight loss emphasize the benefits of feeling better associated with eating better IFIC Foundation, 2004 Findings: A Golden Opportunity for Health Professionals:  Findings: A Golden Opportunity for Health Professionals ADA Trends Survey 2000 Nutrition Sources—Those Rated 'Very Valuable' Harmonization: An Opportunity to Maximize Impact of Consumer Tools:  Harmonization: An Opportunity to Maximize Impact of Consumer Tools Dietary Guidelines for Americans Food Guidance System 88% of consumers recognize the Pyramid 17% try to follow its recommendations andlt;1% actually follow it Food labels 43% always or almost always look at the food label when making food choices IPSOS Public Affairs Survey, 2004; CSFII 1994-96; IFIC Foundation, 2003 Partnerships: The Harmonious Key:  Partnerships: The Harmonious Key Health Professional Organizations Food Industry Academia Media Educators OTHERS! Harmonization through Successful Public-Private Partnership:  Harmonization through Successful Public-Private Partnership The Dietary Guidelines Alliance Mission: To provide positive, simple, consistent messages to help consumers achieve healthful, active lifestyles consistent with the Dietary Guidelines for Americans Alliance Members:  Alliance Members The American Dietetic Association American Society for Clinical Nutrition Food Marketing Institute Grain Foods Foundation Grocery Manufacturers of America International Food Information Council Foundation National Cattlemen's Beef Association National Dairy Council Food Products Associations National Pork Board Produce Marketing Association Society for Nutrition Education The Sugar Association, Inc. Wheat Foods Council In Liaison With:  In Liaison With U.S. Department of Agriculture Center for Nutrition Policy and Promotion Cooperative State Research, Education and Extension Services U.S. Department of Health and Human Services Office of Disease Prevention and Health Promotion U.S. Centers for Disease Control and Prevention U.S. Food and Drug Administration National Institutes of Health President’s Council on Physical Fitness and Sports It’s All About You:  It’s All About You The 'It’s All About You' Nutrition Communicator’s Tool Kit includes: Video Leader’s Guide Owner’s Manual For Your Body A unique consumer piece Slide60:  BE REALISTIC Make small changes overtime in what you eat and the level of activity you do. After all, small changes work better than giant leaps BE ADVENTUROUS Expand your tastes to enjoy a variety of foods BE FLEXIBLE Balance what you eat and the physical activity you do over several days. No need to worry about just one meal or one day BE SENSIBLE Enjoy all foods, just don’t over do it BE ACTIVE Walk the dog, don’t just watch the dog walk It’s All About You Make healthy choices that fit your lifestyle so you can do the things you want to do. Main Nutrition Guidance Goals:  Main Nutrition Guidance Goals Energy Balance Nutrient Density Smart Food Choices To accomplish these goals…:  To accomplish these goals… For More Information, Contact:International Food Information Council(IFIC) Foundation1100 Connecticut Avenue, NWSuite 430Washington, DC 20036Phone: 202-296-6540http://ific.org :  For More Information, Contact: International Food Information Council (IFIC) Foundation 1100 Connecticut Avenue, NW Suite 430 Washington, DC 20036 Phone: 202-296-6540 http://ific.org

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