An Overview on the EatSmart Campaigns
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Transcript of An Overview on the EatSmart Campaigns
Diet and Disease
• Three NCDs account for almost 60% of all registered death in Hong Kong *:– Cancer (32.4%)– Heart diseases (15.2%)– Cerebrovascular diseases (8.9%)
• Unhealthy dietary habits– increase the risk of chronic illnesses– cause overweight and obesity
* 2006 data
Self-reported BMI in Adults
Female
13.3
54.2
14 13.112.4
50.3
15.2 16.8
0
10
20
30
40
50
60
<18.5 18.5-22.9
23.0-24.9
25.0 ormore
Perc
enta
ge
Male
4.5
46
18.8
27.1
5.6
40.2
20.4
31
<18.5 18.5-22.9 23.0-24.9 25 ormore
Overall
9.1
50.3
9.2
45.6
17.6
23.4
16.319.7
<18.5 18.5-22.9
23.0-24.9
25 ormore
2005 27.1 35.9 36.02006 32.0 51.4 41.0
2005 2006
Data source: Behavioral Risk Factor Surveillance System
Overweight + Obese
* Data Source: DH Student Health Service
• 1997/98 16.4%
• 2005/06 19.4%
• 2006/07 20.3%
Girls TotalBoys
Childhood ObesityChildhood ObesityChildhood ObesityChildhood Obesity
EatSmart Campaigns
@ Schools
@ Restaurants
Strategies
Supportive environment
Publicity and communication
Education and empowerment
Research and evaluation
Strengthen Community Actions
Build partnerships
Strategies
Supportive environment
Publicity and communication
Education and empowerment
Research and evaluation
Strengthen Community Action
Build partnerships
Community Dietetic Service database
Community Dietetic Service database
Community Dietetic Service Database
Today Session
Update EatSmart@school
Introduce EatSmart@restaurant
Q&A
Update of‘[email protected]
’ CampaignDepartment of Health
Aim
To improve eating habit of
primary school students
In 2006/07 academic year…
Strategies Alliance building
Publicity and advocacy
Creating supportive environment
Education and empowerment
Research and evaluation
Target groupsSchool personnel
Lunch Suppliers Parents
Students
Department of Health
EMB FEHD
DC & CHEHP HKNA FOOD
Media HKCC
Healthy HKASO BUSINESS
Cities
PTA
HSC
SCHOOLS
Policy - - - $ - - Environment - - Skills Healthy food choices
Inc consumption of healthier food in schools
Family & carers
Inc consumption of healthier food at home
Inc Physical Activity
Dec obesity among children population
Health determinants
Improved health outcome (CHD, DM, HT, stroke,
cancer)
Steering Committee, Task Force and Working Groups
Alliance Building Ceremony
Publicity and advocacy 39 briefings (dietitians, school
administrators, parents, caterers, District Councilors)
Media activities 11 press conference 13 press release 94 media interview
TV ads/road shows >200 visits to schools and caterers School based events
Supportive environment
Making healthier choices easier in schools
Nutritional guidelines on school lunch (Apr 06) Nutritional guidelines on school snack (Jun 06) A guide book to lunch suppliers (Aug 06) Revision of EDB guidelines (May 07)
Education materials
Dedicated thematic website
Web-based teaching kits
Pamphlets to parents
www.eatsmart.gov.hkwww.eatsmart.gov.hk
> 50% 10 schools took part
Students
Strengthen curriculum
Peer Educators collaborated with Scouts and Brownies
Fruit Day 2007
230,000 students took part in 230,000 students took part in Fruit Day 2007Fruit Day 2007
。利口不利腹,零食少接觸,
蔬果加五穀,健康又滿足
Eat more vegetables , eat more fruits.Drink more water , feel so good.Healthy life with healthy food.
Slogan Competition
E-card Competition
School ‘NutriAgent’ Project (SNAP) targeting school personnel and parents
Healthy Lunch Cooking
Competition
Nutritional workshop for chefNutritional workshop for chef
In 2007/08 academic year…
Way forward
Advocate healthy eating policy in schools
Strengthen educational efforts
Enhance collaboration with caterers
Sustain community interest and demand for healthy food choices
Lunch Guidelines Revision
Aim
To ensure the content of the guidelines is relevant and sound from public health, dietetic, supplier and practical points of view
Major Amendments
Amendment 1 Clarification of 321 message
Grains & cereals, vegetables and meat should be in the ratio of : : by volume3 2 1
Amendment 2: Encouraged Food Items
Old version Whole grains Reduced fat dairy
products or other calcium-rich food items
New version Whole grains or
grains and cereals with added vegetable
Lunch suppliers should include the following food category in AT LEAST ONE
menu choice on ALL school days
Amendment 3Strongly Discouraged Food Items
Food belongs to this category are strongly in ALL menu choices in order to help reduce consumption of total fat (especially saturated fat and artificial trans fat), salt and sugar by students.
Amendment 4Strongly Discouraged Food Items
Old version Desserts or
beverages with more than 10 grams or 2 teaspoonfuls of added sugar in each serving.
New version Desserts with
added sugar or beverages in “Snacks to Choose Less” category *
* “Snacks to Choose Less” in Nutritional Guidelines on Snacks for Primary School Students
Amendment 5Healthy Lunch Box Checklist
Other Amendments
Clarifications of the original concepts or guidelines
Further elaborations with examples
Principal Summit
Set healthy eating policy Join SNAP Select the right lunch supplier (19.12) Carry out school lunch and snack surveillance 4.17 Fruit Day 2008
Schools
Parents Join SNAP 07/08
Strengthen parental education effort Territory-wide publicity exercise HEAT Program Letters to parents
Students
Strengthen curriculum
‘Healthy Eating Ambassador’ Program collaborated with Scouts and Brownies
417 Fruit Day
Lunch Suppliers Set up regular working group
Equip chef with skills to make healthy lunch
Build a database of suppliers and healthy snack
Suggest protocols for selection of lunch suppliers
We need your help…
Public education
Problem-solving skills
A “nutrition-sensible” environment
Watch out for “health demotive” practices!
Thank you
‘[email protected]’ Campaign
Baseline Study in early 2007
• To examine people’s dinning out habits
• To solicit people’s view on healthy eating promotion in restaurants
Dinning out for 5x/wk +
Source: BRFSS, DH, 2005
52
11
32
52
11
0
10
20
30
40
50
60
70
80
90
100
Breakfast Lunch Dinner
Perc
enta
ge
Comments on Dishes
Source: Baseline Survey for ESR Campaign, DH, 2007
60
40
27
53
84
0
10
20
30
40
5060
70
80
90
100
grea
sy
too sa
lty
too sw
eet
less
veg
etab
les
less
fruit
Perc
enta
ge
Asking for More Healthy Choices
Source: Baseline Survey for ESR Campaign 2007, DH
92 95 93 89 93
0
1020
30
4050
60
70
8090
100
12-1
7yrs
18-3
4yrs
35-6
4yrs
>65
yrs
Overa
ll
Perc
enta
ge
Age
Task Force and Working Group
Content• Principles
• Criteria to become an EatSmart Restaurant (ESR)
• Experience of the Pilot Project
• Final Launch of the Campaign
• Role of Dietitians / Nutritionists
Principles
Supportive Environment to Healthy Eating
AvailabilityAccessibility
Point of Purchase Information
Point of Purchase Information
• Provide information when food is being chosen or purchased
Availability and Accessibility
• Larger variety and quantity
• The lack of healthier choice is one of the key barriers to the adoption of healthy eating habits*
* Source: Qualitative study on dietary and exercise practices of people of Hong Kong, Department of Health, 2004
An ESR….
• Provides EatSmart Dishes of “More Fruit & Vegetables” and “3 Less”
• Indicates the EatSmart Dishes clearly
means that either fruit and vegetables are the sole ingredients of the dish
or they occupy at least twice as much the amount of meat present in the dish
More Fruit and Vegetables
3 Less
means that the dish has less fat or oil, salt and sugar, meeting the “3 Less” requirement
Definition of 3 “Less”
Definition of 3 Less
SuggestionsExamples of
healthier ingredients Examples of less
healthy ingredients
Use healthy vegetable oil
Use low- or reduced-fat salad dressing
Use spread which is reduced-fat and without added sugar
Corn oil, olive oil, canola oil, reduced-fat peanut butter, jam without added sugar
Butter, lard, coconut oil, margarine containing trans fat, salad dressing, jam with added sugar
Example: Fats & Oils / Salad Dressing / Spread
Definition of 3 Less
SuggestionsExamples of
healthier ingredients Examples of less
healthy ingredients
Use grains and cereals which is low in fat and without added sugar
White bread, whole wheat bread, white rice, red rice, egg noodles, spaghetti, rice vermicelli, Chinese noodles
Croissant, pastry, “cocktail bun”, “pineapple bun”, bun with lotus seed paste, stir-fried rice and noodles, fried instant noodles, E-Fu noodles
Example: Grains and Cereals
Definition of 3 Less
SuggestionsExamples of
healthier ingredients Examples of less
healthy ingredients
Use natural ingredients to replace seasonings or sauce which are high in salt or fat
Garlic, ginger, spring onion, onion, lemon or lime juice, vinegar, parsley
Shrimp paste, fermented soybean curd, salted black bean, chicken powder. MSG, ready-to-use sauces (e.g. black pepper sauce, curry, satay), oyster sauce
Example: Seasonings
Definition of 3 Less
SuggestionsExamples of
healthier cooking Examples of less healthy cooking
Replace frying with blanching to prepare meatBlanch canned vegetables to reduce sodium contentUse low-fat cooking methods
Boiling, steaming, grilling, baking, stewing, stir-frying or pan-frying with small amount of oil
Deep-frying (including the frying process of meat prior to cooking),Pour salad dressing or condiments over the dishes
Example: Food Preparation / Cooking Methods / Mode of Serving
Checklist for the “3 Less” Dishes
• Use as the final Ax
• “3 Less” dishes must pass all the 12 criteria in the checklist!!!
店內宣傳產品 Restaurant Interventions
Door decal
Door decal
Table tent
Table tentMenu
Certificate
vegetables occupy at least twice as much the amount of meat present in the dish
Pilot Study
Healthier dishes offered on any day in August 2007: 685 dishes
Pre-intervention: 243 dishes
Data from 50 outlets
Sales in EatSmart Restaurants
Sales
94.5% of restaurant staff perceived more customers choosing Healthier Dishes
62% of restaurants reported increased sales in healthier dishes
98.0% of restaurant staff thinks it is viable to promote healthy eating in restaurant settings
Customers’ feedback
Customers
• >95% are satisfied with the healthier dishes
• 85.8% said the campaign attracted them to choose the EatSmart Dishes
• 98.8% supported restaurants providing the healthier dishes
• 75.2% would patronize this restaurant again for the healthier dishes
Awareness and Ordering pattern
500 Customers
263 237
114
123
27
236
Awareness of the Pilot Project
Ordered Healthier Dish
48.1% 10.3%
4.7 times more likely to order
Staff
• Welcomed the campaign
• Difficulties encountered • Matching ingredients• Knowing the customers’ want
Benefits to ESR
1. Brings business
2. Exclusive use of the EatSmart Decal
3. Free use of “More Fruit and Vegetables” and “3 Less” logos
4. Identification as customer-centric business operators
Benefits to ESR
5. Free promotion materials
6. Listed on the EatSmart Website for maximum exposure
7. ES Campaign promotional activities and collaborative programmes.
8. Training, resources and professional support
Posters, API, pamphlets
www.eatsmart.gov.hk
7.30 Press Event in an EatSmart Restaurant
0
500
1000
1500
2000
2500
3000
Sun
day
Sun
day
Sun
day
20-J ul-
21 22 23 24 25 26 27 28 29 30 31 1-Aug-
2 3 4 5
720 Kick off ceremony 730 Lunch at新皇朝觀景
Chinese version
English version
Hit rate of CHEU web
Media monitoring
Entry requirement
• Licensed food premise
• Compulsory attendance in a 2-hour nutrition training session
• Submission of 5 healthy recipes
• Provide clear point-of-purchase information
• Committed to healthy eating promotion and incentive programme
Time Table
Dec 2007 Recruitment
Training
Mar 2008 Territory-wide launch– Kick-off ceremony– Launch of the ESR website – Serial of promotion activities
Roles of Dietitians / Nutritionists
• As a patron
• Recommend to your family members, friends and also clients
• Provide dietetic service to the ESRs• Recipe development• Recipe vetting• Promotion strategies