in healthy eating

Creating the “informed citizen” in healthy eating
Thinking outside the box…
shaping a framework to stem the tide of childhood obesity
April 9, 2013
Hasan Hutchinson
Director General, Office of Nutrition Policy and Promotion
Health Canada
Outline
• Context / Healthy eating goals
• Socio-Ecological Model / People and Place
• Platform and outreach channels
• Healthy Eating Awareness and Education Initiative
• Phase 1: healthy eating and nutrition labelling
• Phase 2: healthy eating and sodium reduction
• Phase 3: healthy eating and healthy weights
• Benefits of Approach
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Context
• Chronic diseases and obesity are rising in Canada and
are having significant social and financial impacts.
Healthy food choices, along with an active lifestyle, can
help Canadians maintain and improve their health.
• Health Canada is creating a consistent healthy eating
approach, including messages and tips that will help
Canadians improve their awareness, understanding and
ultimately their eating habits.
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Healthy Eating Goals
• Improve Canadians’ awareness and understanding of healthy eating,
including following Eating Well with Canada’s Food Guide,
understanding nutrition labelling, reducing sodium intake and
improving food skills (healthy weights).
• Increase Canadians quality of life by improving their overall health
and decreasing their risk of hypertension, obesity and other nutritionrelated chronic diseases.
• Work collaboratively with a network of partners, including Provinces
and Territories, Health Professional Associations, Health NonGovernmental Organizations and Industry Associations, including
retailers and food manufacturers.
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Source: www.dartmouth.edu
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The Socio-Ecological Model
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Working Together
Improving healthy eating
requires multiple
channels of
communication, along
with environmental and
policy change in order to
reinforce healthy
nutrition behaviour.
Source: Journal of Nutrition Education, 2001, Vol 33, Supp 1, S4-S15.
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Platform & Outreach Channels
Clear & consistent messages;
common look & feel
Industry /
Retail
Partners
Media
Partners
Public
Relations
Parents of
children
aged 2-12
Intermediaries
/ PTs / NGOs
Web & Digital
Engagement
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Healthy Eating Awareness and Education Initiative
2010/11
2012
2013
2014
2015
Healthy Eating with Canada’s Food Guide
Foundation of the work
Phase 1: Healthy Eating & Nutrition Labelling
Nutrition Facts Education Campaign (NFEC) – % Daily Value messages
Phase 2: Healthy Eating & Sodium Reduction
Eat Well Campaign
Phase 3: Healthy Eating & Healthy Weights
Focus on Food skills in support of the Curbing Childhood
Obesity Framework
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Phase 1 - Healthy Eating and Nutrition Labelling
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Nutrition Facts Education Campaign (NFEC)
• A collaboration between Food & Consumer Products of Canada
(FCPC) and Health Canada.
• Purpose of the campaign is to raise awareness and improve use of
the % Daily Value, a component in the Nutrition Facts table, to help
Canadians make healthier food choices.
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The Nutrition Facts table
Since 2005
• Easy to find
• Easy to read
• On most prepackaged foods
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NFEC Campaign Tactics
On-Pack
•34 companies participated in the NFEC
•690M+ units with on-pack messaging in stores, Oct. 2010-Sept 2012
Advertising
•TV ad: 840 GRPs: Jan-Mar 2011; 700 GRPs: Jan-Feb 2012
•National print: 20 magazines and newspapers
Other Promotions
•Messaging in participating companies’ communications
•Blogger event: 9 participants
•Adword buy: 42K clicks in 4 weeks
•Radio promotion: 28 interviews
•NGOs/Professional Associations/Retailers: such as Heart & Stroke Foundation,
Canadian Diabetes Association, Canadian Cancer Society, Canadian Obesity
Network, Dietitians of Canada, WalMart, Loblaws, Thrifty, etc.
Tracking Survey
•5% increase in those who reported looking at the NFt always or often
•54% recall the %DV logo: 65% on-pack; 18% TV ad; 10% print ad
•Of those that saw the % DV logo or ads 48% reported it changed the way they
shop for groceries
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www.healthycanadians.gc.ca/dailyvalue
Phase 2 - Healthy Eating and Sodium Reduction
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Development of Sodium Reduction Messages and Tips
Sodium Reduction Messages and Tips
• British Columbia’s Ministry of Health, Dietitians
of Canada, EatRight Ontario and Health Canada
worked in collaboration to develop and test
sodium reduction messages with the public
and health intermediaries.
• Tips on choosing lower sodium foods at the grocery store, reducing
sodium at home and eating less sodium when eating out were also
developed.
www.healthycanadians.gc.ca/sodium
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Platform & Outreach Channels
Clear & consistent messages;
common look & feel
Industry /
Retail
Partners
Media
Partners
Public
Relations
Parents of
children
aged 2-12
Intermediaries
/ PTs / NGOs
Web & Digital
Engagement
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Public Relations
• Seasonal approach to complement media/retail/stakeholder
activities
• Sept ’12 – healthy eating for back to school
• Dec ‘12 – healthy holidays
• March ’13 – planning and shopping skills
• Use of champions to help build awareness, including
integrating messages into their existing platforms
• Ministerial media event on March 4, 2013
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Web and Digital Engagement – Healthy Canadians
Information for Consumers
• Ongoing updates to web content
• Social media: Facebook & Twitter messages
connected to other channels (i.e., media, PR,
partners)
www.healthycanadians.gc.ca.eatwell
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Web and Digital Engagement – Health Canada
Healthy Eating Toolbox
Information for Intermediaries
•The toolbox includes resources for
intermediaries such as articles, quizzes,
fact sheets, interactive tools,
presentations, media relations and
social media materials from partners.
•The F/P/T Healthy Eating Awareness
and Education Task Group provided
input to the toolbox for the purpose of
facilitating the sharing of information
among the group and with NGOs.
http://www.hc-sc.gc.ca/fn-an/nutrition/part/tbbo/index-eng.php
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Provinces and Territories / NGOs
• Collaboration with the F/P/T Healthy Eating Awareness &
Education Task Group (comprised of the Provinces and
Territories & Health Portfolio)
• Heart & Stroke Foundation of Canada:
- page in calendar
- exploring other opportunities
• Working with BC on a “virtual
grocery store” web tool
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Media Partner – CORUS
• TV vignettes featuring
reality TV personalities
Kortney & Dave Wilson
and their 3 children
• Web banners
• Facebook & Twitter
updates
• Web pages with
vignettes, recipes, tips,
facts, blog updates
• Monthly e-newsletter
• Evaluation &
measurement
www.thewilsonseatwell.ca
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Media Partner – ASTRAL
• TV vignettes featuring
Catherine Lefebvre,
nutritionist, with Astral
celebrity and mom
Saskia Thuot
• Web banners
• Facebook & Twitter
updates
• Web pages with articles,
vignettes, recipes, tips,
blog updates
• Evaluation &
measurement
%DV March
website article –
to come
www.canalvie.com/cuisine/
a-table-avec-catherine/
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Media Partner – TRANSCONTINENTAL
• Print articles &
promotional pages
featuring healthy eating
challenge with 6 moms
• Print PSAs
• Web banners
• Facebook & Twitter updates
• Web pages with video
interviews with the moms,
recipes, articles, tips,
quizzes, “ask an expert”,
blog updates
• E-newsletter
• Evaluation & measurement
www.canadianliving.com/healthylife
www.coupdepouce.com/viesaine
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Retail Partners – RCC & CFIG
RCC: Retail Council of Canada, Grocers Division
CFIG: Canadian Federation of Independent Grocers
Reach represents over 90% of grocery sales in Canada (est. 20M+ customers per
week).
Retailers will promote consistent messages through co-branded activities:
•Four one-week in-store activations: March 2013, June 2013, Sept 2013 & Jan 2014
•In-store: monitors, signage, hand-outs, nutritionist event, receipt message, etc.
•Other channels: Magazines, Facebook & Twitter messages, web (links, banners,
content, PSAs)
Focus on healthy eating and food skills messages such as planning, shopping and
food preparation (highlighting %DV, meal plans, tips, tools, etc.)
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Phase 3 – Healthy Eating & Healthy Weights
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Defining “Food Skills”
Knowledge + ability + practice = self-efficacy
Food Skills require:
•
•
•
•
•
Knowledge – food, nutrition, food safety, labelling
Planning – organizing meals, shopping, budgets
Mechanical techniques - preparing, cooking, recipes
Conceptualizing food - use of leftovers, adjusting recipes
Social aspects of food - eating as a family, transference of
skills to children, culture
(adapted from Vanderkooy, 2010)
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Improving Cooking and Food Preparation Skills
Building on current work:
•Improving Cooking and Food Preparing Skills (2 reports)
www.hc-sc.gc.ca/fn-an/nutrition/child-enfant/index-eng.php
•Healthy Eating After School
www.hc-sc.gc.ca/fn-an/nutrition/heas-saae/index-eng.php
Upcoming relevant publications:
•Measuring the Food Environment in Canada
– to be released April 2013
•Working with Grocers in Support of Healthy Eating
– to be released April 2013
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Message Development
Consumer Behavioural Research:
•Rapid Response modules of the Canadian Community Health Survey
•
•
•
Canada’s Food Guide (CFG) survey looking at Canadians’ awareness, knowledge
and use of CFG, in field May/June ’12
Food Skills survey looking at Canadians’ food skills and eating behaviours, in field
Nov/Dec ‘12 and Jan/Feb ‘13
Research results will give information on Canadians’ current state of knowledge
and provide direction to allow the creation of effective messages
Message testing:
•Food skills
•
Planning messages, in field Dec ’12 & Mar ‘13; further planning and food skills
messages in field Fall ‘13
•Healthy weights
•
Healthy weights message testing with BC and Dietitians of Canada, in field Jan ‘12
Ongoing research and message testing in 2013-2014 to be determined.
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Public Relations
• Seasonal approach to complement media/retail/stakeholder
activities
•
•
•
•
March ’13 – planning and shopping skills
June ’13 – healthy summer eating
Sept ’13 – back to school lunches and snacks
Dec ‘13 /Jan ’14 – healthy holidays, new year resolutions
• Use of champions to help build awareness, including
integrating messages into their existing platforms
• Ministerial Media event on March 4, 2013
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Platform & Outreach Channels
Clear & consistent messages;
common look & feel
Industry /
Retail
Partners
Media
Partners
Public
Relations
Parents of
children
aged 2-12
Intermediaries
/ PTs / NGOs
Web & Digital
Engagement
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Benefits of Approach
• Working collaboratively with stakeholders allows for the
consistent use of messages through all of the outreach
channels to ensure:
• Consistency
• Reach
• Sustainability
• Consumer is presented with clear, tested messages
where they live, shop and play
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The Eat Well Campaign
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Information
[email protected]
% Daily Value www.healthycanadians.gc.ca/dailyvalue
Eat Well www.healthycanadians.gc.ca/eatwell
Stay up-to-date on Food and Nutrition, subscribe to Health
Canada’s Food and Nutrition RSS feed:
http://www.hc-sc.gc.ca/fn-an/_feeds-fils/index-eng.php
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Collaborations
Why?
Maximize exposure
Gain bargaining power = bang for buck
Expand distribution
Credibility of messaging
Enhance dialogue on nutrition issues
How?
Work with associations to ensure:
• Transparency
• No conflict with public health objective
• Non-exclusivity
• No product endorsement
• Public sector retains decision-making
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Securing the Collaboration
Get the right fit
•
•
•
•
Parties must not have conflicting goals
Partnership must be mutually beneficial
Value for money
Investigate ethical risks
Set the parameters
•
•
•
•
Set clear deliverables
Set clear milestones
Define roles & responsibilities
Outline the approval process
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Responsible Collaborations
Renew
Collaboration
?
?
Evaluation by
collaborators
– were
objectives
achieved on
both sides?
Adapted from:
CAPI , 2012
Public
sector
retains
decisionmaking
Determine
Public
Health
Objective
of
Initiative
Assess
potential
collaborators
’ objectives
and potential
for shared
value
Ensure
objectives
do not
conflict
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Potential Challenges
It is important to not only think
about conflicts of interest
but also consider more
broadly
• Institutional integrity—
focusing on the integrity of
public institutions and on the
integrity of the science
• Public trust in those
institutions
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