The Eat Well Campaign – Focus on Food Skills

Canadian Meat Council’s 93rd Annual Conference
Banff, Alberta
The Eat Well Campaign – Focus on Food Skills
May 30, 2013
Elaine De Grandpré, M.H.Sc., RD
Manager, Promotion
Office of Nutrition Policy and Promotion
Outline
• Context / Healthy eating goals
• Socio-Ecological
Socio Ecological Model / People and Place
• Platform and outreach channels
• Healthy Eating Awareness and Education Initiative
g and nutrition labelling
g
• Phase 1: healthyy eating
• Phase 2: healthy eating and sodium reduction
• Phase 3: healthy eating and healthy weights
- food skills • Benefits of Approach
2
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.
3
Healthy Eating Goals
•
Improve Canadians’ awareness and understanding of healthy eating,
g following
g Eating
g Well with Canada’s Food Guide,
including
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 off partners, including Provinces
and Territories, Health Professional Associations, Health NonGovernmental Organizations and Industry Associations, including
retailers and food manufacturers.
4
Source: www.dartmouth.edu
5
5
The Socio-Ecological Model
6
7
Working Together
Improving healthy eating
requires multiple
channels of
communication, along
with environmental and
policy
li change
h
iin order
d tto
reinforce healthy
nutrition behaviour.
Source: Journal of Nutrition Education, 2001, Vol 33, Supp 1, S4-S15.
8
8
Potential Challenges
It is important to not only think
about conflicts of interest
but also consider more
broadly
• Institutional integrity—
f
focusing
i on the
h iintegrity
i off
public institutions and on the
integrity of the science
• Public
P bli trust
t
t in
i th
those
institutions
9
9
Platform & Outreach Channels
Health Canada: Awareness & Education
Clear and consistent messages & campaign look & feel
(carried by all)
Media
Industry /
Retail
Parents of
children
aged 2-12
Web & Digital
Engagement
Public
R l ti
Relations
Intermediaries/
PTs / NGOs
10
Healthy Eating Awareness and Education Initiative
2010/11
2012
2013
2014
2015
Healthy Eating with Canada’ss Food Guide
Healthy Eating with Canada
Food Guide
Foundation of the work
Phase 1: Healthy Eating & Nutrition Labelling N t iti F t Ed ti C
Nutrition Facts Education Campaign (NFEC) –
i (NFEC) % Daily Value messages
% D il V l
Phase 2: Healthy Eating & Sodium Reduction Eat Well Campaign
p g
Phase 3: Healthy Eating & Healthy Weights
Focus on Food skills in support of the Curbing Childhood Obesity Framework
Obesity Framework
11
Phase 1 - Healthy Eating and Nutrition Labelling
12
Nutrition Facts Education Campaign (NFEC)
•
A collaboration between Food &
Consumer Products of Canada
(FCPC) and Health Canada.
•
Purpose off the
P
th campaign
i is
i tto
raise awareness and improve
use of the % Daily Value, a
component in the Nutrition Facts
table, to help Canadians make
healthier food choices.
13
Industry /
Retail
Nutrition Facts Education Campaign (NFEC)
• Nutrition Facts Education Campaign in collaboration with
Food & Consumer Products of Canada (FCPC)
• 34 participating food manufacturing companies
• FCPC members: on-pack messaging (792M packages),
advertising and media partnerships (TVA and Shaw) and
outreach
t
h in
i other
th vehicles
hi l ((web,
b newsletters)
l tt )
• Health Canada: provides messages and web based content
and interactive tools
• Evaluation: To be completed in 2013/14
Results 2009 – 2012
•  use of the Nutrition Facts table (2010: 69%; 2012: 74%)
• 54% awareness of the new % DV image
• % DV awareness  48% changed shopping behaviour
www.healthycanadians.gc.ca/dailyvalue
14
Phase 2 - Healthy Eating and Sodium Reduction
15
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
di
reduction
d ti messages with
ith th
the public
bli
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
16
Platform & Outreach Channels
Health Canada: Awareness & Education
Clear and consistent messages & campaign look & feel
(carried by all)
Media
Industry /
Retail
Parents of
children
aged 2-12
Web & Digital
Engagement
Public
R l ti
Relations
Intermediaries/
PTs / NGOs
17
Eat Well Brand Communications
Consistent “Eat Well” messaging and look &
feel is delivered across platforms and with
multiple partners
•
•
•
•
Print and video PSAs
Web banners
Stakeholder communications
Style guides for media and retail partners
18
Media
Broadcast - CORUS
CONCEPT:
“The Wilsons Eat Well”: Kortneyy and Dave Wilson and their 3 children
learn about healthy eating and sodium reduction
19
Media
Partners
Broadcast - ASTRAL
CONCEPT:
“A table avec Catherine”: Dietitian Catherine Lefebre and celebrity Saskia
Thuot make healthy food choices at home,
home at the grocery store and when
eating out.
20
Media
TRANSCONTINENTAL
CONCEPT:
Canadian
C
di Li
Living
i and
d Coupe
C
d
de P
Pouce magazines
i
ffollow
ll
3 moms each
h on a h
healthy
lth
eating journey with advice from a dietitian. Included custom articles, print PSAs, 6
videos, blogging, “Ask an expert”, e-newsletters, quizzes, Facebook posts, Tweets and
recipes.
www.canadianliving.com/healthylife
www.coupdepouce.com/viesaine
21
Media
Survey Highlights
OBJECTIVE
Gauge the recall of the campaign, and impact on behaviour, knowledge and understanding of healthy eating
messages. Research was conducted throughout the campaign with all 3 media collaborators.
KEY CONCLUSIONS
Results indicate that the media partnerships had an overall positive effect on attitudes towards healthy eating
and intent to change healthy eating behaviours.
Up to 48% recall for
Astral vignettes
37% intend to
change their
healthy eating
habits
(Corus/Astral)
20% of those
exposed to the
campaign
i
ate
t
healthy meals more
often in March
(Astral)
57% recall Wilson
family vignette
about making
healthier food
choices (Corus)
Average of 59%
will choose
sodium
reduced foods
44% average
recall of print
articles
22
Industry /
Retail
Collaboration with Food Retailer Associations
• Retail Council of Canada members, Grocers Division
• Canadian Federation of Independent Grocers
• Focus on healthy eating and food skills messages such as planning, shopping
and food preparation (highlighting meal plans, tips, tools, etc.)
Total Reach: 90%+ of grocery sales in
Canada (est. 20M+ customers/ wk)
23
Industry /
Retail
Collaboration with Food Retailer Associations
Retailers are promoting consistent messages through in-kind co-branded activities
Three to four one-week
one week in
in-store
store activations:
• March, June, Sept and Jan
• In-store: monitors, signage, hand-outs, nutritionist event, receipt message
• Other channels: magazines, Facebook & Twitter messages, web (links,
b
banners,
content,
t t PSAs)
PSA )
24
Public
R l ti
Relations
2013-14 Public Relations
OBJECTIVES
•
Associate a high level of credibility and appeal with
the healthy eating key messages to help quickly
build awareness.
Communication of healthy eating key messages in
new channels.
•
Christine Cushing, Chef
ACTIVITIES - Use of celebrity champions
•
Champions: Christine Cushing and Zannat Reza
(Eng.) and Isabelle Huot and Marjorie Maltais (Fr.)
Isabelle Huot, Nutritionist
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Web & Digital
Engagement
Web and Social Media
Major update and overall to consumer web content
on new healthycanadians.gc.ca
 152K unique page views (mid-Oct/12 – Mar/13)
 1:30 average time on page
Banners on media partners driving traffic
 33K new visits from UTM coded banners
Coordinated Facebook & Twitter messages from
HC, media and retail partners
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HealthyCanadians.gc.ca/EatWell
Web &
Digital
Engagement
Health Canada Web Site
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.
hc-sc.gc.ca/fn-an/nutrition/part/tb-bo/index-eng.php
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Web &
Digital
Engagement
•
Food and Nutrition RSS Feed, FB and Twitter
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• Sign up for healthy eating messages from Healthy
C
Canadians
di
F
Facebook
b k and
dT
Twitter
itt accounts.
t
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Intermediaries
/ PTs
PT / NGOs
NGO
Heart & Stroke Foundation of Canada
January 2013
Page
g in calendar
Currently in discussions with the Heart & Stroke
Foundation to work collaboratively on a new
project.
j t
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Intermediaries
/ PTs
PT / NGOs
NGO
HEAE Task Group
Task Group has:
- participated on several high priority issues requiring significant
collaboration across jurisdictions;
- developed new and creative ways of engaging Canadians;
- encouraged the use of consistent healthy eating messaging
through the sharing of information among our own networks;
and
- taken their start from others, e.g. BC began with work of
developing healthy weights messages; Health Canada will
g
take from these and add them to the foods skills messages.
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HEAEI Evaluation Framework
Figure 1: HEAEI Logic Model
Inputs
Funding
Human resources
Foundation
Components
Activities
Facilities/Infrastructure
Acts, regulations, policies,
priorities
Science and
Technology
Research
Data
Eating Well with Canada
Canada’ss Food Guide
Healthy Eating/Nutrition Labelling
NFEC
(A1) Assess awareness,
knowledge and behaviour
of target audience;
identify focus; and plan
initiative
(A2) Outreach to and
selection of potential
partners
Healthy Eating/ Healthy Weights
Healthy Eating/Sodium Reduction
(A3) Negotiate and
develop partnerships
(A4) Develop campaign
components
Outputs
Awareness and education activities, tools and resources
Delivery Partners
Government (FPT), Industry, NGOs, Media, Health Professionals
(A5) Disseminate
information and
resources;
implement campaign
(A6) Monitor,
conduct surveillance
and Evaluate
Target Audience
Primary: Parents and Caregivers of Children aged 2-12
Immediate
Outcomes
(B1) Canadians are aware of and have access to healthy eating
guidance
(B2) Integration of the CFG and the HEAEI messaging into nutrition
education and food environments across Canada
(C1) Canadians are knowledgeable about and understand
healthy eating: label reading, sodium reduction, and food skills
(C2) Canadians make informed, healthy eating decisions
Intermediate
Outcomes
Ultimate Outcome
Process
Evaluation
Secondary: Intermediaries such as health professionals and NGOs
Outcome
Evaluation
(D1) Healthy Canadians
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Phase 3 – Healthy Eating & Healthy Weights
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Link between cooking skills and overall health
Associations between cooking skills, nutrition,
weight and overall health
Source: Health Canada
33
Building on Current Work
• Impro
Improving
ing Cooking and Food Preparation 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
Other relevant publications:
• Measuring the Food Environment in Canada
• Working with Grocers to Support Healthy Eating
(June 2013)
34
Improving Cooking and Food Preparation Skills
www.healthcanada.gc.ca/children-healthy-eating
35
Literature Synthesis: Findings
Current State of Food Skills
•
Food choice and consumption patterns have transitioned to an increase in
processed,
d pre-prepared
d and
d convenience
i
ffoods.
d
•
Women and mothers play a significant role
•
Various factors influence food choices
•
V i ti
Variations
among different
diff
t SES groups
•
Variations among different age groups
•
Many consumers have lost the knowledge necessary to make informed
food decisions.
36
Literature Synthesis: Findings
Some Challenges and Opportunities for Food Skills
• The most common potential challenges identified related to the
development of successful strategies or interventions to enhance
cooking and food preparation skills include:
• time
• individual/familial food choice
• the diminished value placed on basic cooking skills
• the general notion that healthful diets are more expensive than unhealthy
diets
• larger consumption norms
• there is interest in learning and enhancing cooking and food preparation
skills
37
Literature Synthesis: Conclusions
• Basis for concerns related to a transition in cooking
and food preparation skills
• Need for further research
• Knowledge gaps
• Value of basic or ‘from scratch’ cooking and food preparation
skills
• Assessment of the nutritional value in foods
• Relationship between obesity and food preparation skills
38
Case Study Profiles
• 13 Canadian examples:
• One from each province/territory
• Range of initiatives
• 2 International examples:
• United Kingdom
• Australia
39
Successes
Case Studies reported successes:
• Enhanced nutrition and food safety knowledge
• Integration of healthier food choices into eating patterns
• Preparation of recipes at home (recipes provided within
programs)
• Greater self-confidence and pride in cooking and food
skills
• Increased and sustained uptake of programs by
community-based organizations and agencies
40
Defining “Food Skills”
Knowledge + ability + practice = self-efficacy
Food Skills require:
•
•
•
•
•
Knowledge
Planning
Mechanical techniques
Conceptualizing food
Food perception
(Vanderkooy, 2010)
41
Food Literacy
An individuals’ food related knowledge, attitudes, and skills
that encompasses the following competencies:
• How to select, purchase and prepare “nutritious” foods and meals,
including:
• An understanding of how food is connected to health, wellbeing,
and safety;
• Knowledge of what constitutes a healthy diet, and;
• How to read and understand food labels and claims.
• How to store, handle, prepare and dispose of food safely; and
• How
Ho to plan and b
budget
dget for food
food.
It also incorporates individuals’ understanding of how food is produced,
processed, distributed, purchased and wasted, as well as how to interpret
claims made in food marketing and advertising.
The Conference Board of Canada, 2013
42
Objectives for 2013-2014
Food Skills Goal:
To increase awareness, understanding and application of food skills among Canadians
Planning Skills Objectives:
• To increase the number of Canadians who believe it is important to plan in order to make
healthier food choices (Awareness component)
• To increase the number of Canadians who believe it is important to involve family in
planning in order to make healthier food choices (Awareness component)
• To provide Canadians with information related to planning skills to help them make
healthier food choices (Knowledge component)
• To increase the number of Canadians who are
knowledgeable on how to plan for making healthier
food choices (Knowledge/Education component)
• To increase the number of Canadians that apply
planning skills to make healthier food choices
(Behaviour component)
43
Message Development
Consumer Behavioural Research:
•Rapid Response modules of the Canadian Community Health Survey
•
•
•
Canada’s Food Guide ((CFG)) surveyy looking
g at Canadians’ awareness,, knowledge
g
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’
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
y weights
g
•
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.
44
Message Development – Methodology
•
•
Messages developed on the ‘planning’ and ‘knowledge’ components
off food
f d skills
kill
POR on March 25th-28th in both English and French
•
•
•
•
•
•
Toronto
Montreal (French)
(
)
Vancouver
Halifax
Canadians from lower SES groups and mid
mid-high
high SES groups
groups.
Themes: summer, back-to-school, holiday eating and serving/portion
sizes
45
Message Development – Key Findings from POR
•
The messages were well received and deemed valuable and relevant,
although they generally lacked motivational appeal.
•
The tone of the messages was considered adequate by Englishspeaking parents, while it was viewed as too forceful by Frenchspeaking parents.
•
The messages are generally clear and credible.
46
Key Planning Messages
Eating well starts with planning meals
at Home
•
Start with a plan
•
•
Stock your kitchen well
•
•
Plan healthy meals and snacks. This helps to
make healthy eating easier.
Keep your cupboards
K
b d stocked
t k d with
ith h
healthier
lthi
foods that are lower in fat, sodium and sugar.
Create a meal plan with your family
•
Involve your family in planning meals and
snacks.
47
Key Planning Messages
Use a list when shopping at the
Grocery Store
•
Let kids choose healthier foods
•
•
Dare to compare
•
•
Be a role model and teach kids about making
healthy food choices at the grocery store.
When you h
Wh
have th
the titime, check
h k outt new ffood
d
products and read the Nutrition Facts tables.
Shop smart
•
Plan healthy meals and snacks before you
head to the store.
48
Platform & Outreach Channels
Health Canada: Awareness & Education
Clear and consistent messages & campaign look & feel
(carried by all)
Media
Industry /
R t il
Retail
Parents of
children
aged 2-12
Web & Digital
Engagement
Public
R l ti
Relations
Intermediaries/
PTs / NGOs
49
Benefits of Approach
• Working collaboratively with stakeholders allows for the
consistent use of messages
g through
g all of the outreach
channels to ensure:
• Consistency
• Reach
• Sustainability
• Consumer is presented with clear, tested messages
where they live, shop and play
• How can our organizations
g
work together?
g
• short term
• long term
50
Information
[email protected]
% Daily Value www.healthycanadians.gc.ca/dailyvalue
Eat Well www.healthycanadians.gc.ca/eatwell
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