Moving the Needle to Healthy Eating and Active Living for All: Strategies for Policy, (Systems) and...
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Transcript of Moving the Needle to Healthy Eating and Active Living for All: Strategies for Policy, (Systems) and...
Moving the Needle to Healthy Eating and Active Living for All:Strategies for Policy, (Systems)
and Environmental Change
Susan B. Foerster, ChiefCancer Prevention and Nutrition SectionCalifornia Department of Health Services
Oregon Division of HealthPortland, 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.
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 addsconsumer 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!
Social Marketing Tools by Level of Influence in the Social-Ecological Model
Policy, Systems, Environment
Interpersonal, Lifestyle Influences,
Individual
Institutional and Organizational
Community
personal sales, consumer empowerment
adv ertising*, public relations*, partnerships, media advocacy , community dev elopment
*Categorization in the specif ic 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.
Sales Promotions*,
Policy , Systems and Env ironment Changes
F
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
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!