2. Obesity – The Media & Consumers World Resources Institute Sustainable Enterprise Summit March 18, 2004 Cheryl Toner, MS, RD Director, Health Communications International Food Information Council (IFIC) and IFIC Foundation

3. International Food Information Council (IFIC) and IFIC Foundation Mission: To communicate science-based information on food safety and nutrition issues to health professionals, journalists, educators and government officials. Primarily supported by the broad-based food, beverage and agricultural industries. International Food Information Council Foundation

4. “Obesity is as dramatic as anything I have seen in public heath. Obesity is the health problem of the century.” —Former Director, Centers for Disease Control and Prevention “We just recalculated the actual causes of death in the U.S. and we did see that obesity moved up very close to tobacco, and is almost the number one health threat.” —Current Director, Centers For Disease Control and Prevention TODAY: An Obesity Epidemic

5. 19911995 2002 Obesity Trends* Among U.S. Adults BRFSS, 1991-2002 No Data <10% 10%–14% 15%–19% 20%–24% ≥25% (*BMI ≥30, or ~ 30 lbs overweight for 5’ 4” woman)

6. Diabetes and Gestational Diabetes Trends Among Adults in the U.S., BRFSS 1990, 1995 and 2001 19901995 2001 Mokdad AH, Ford ES, Bowman BA, et al. Prevalence of obesity, diabetes, and other obesity-related health risk factors, 2001. JAMA 2003 Jan 1;289(1). No Data 10%

8. Trends in Obesity-Related Media Coverage 593 1706 3831 4560 0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000 Jan - Dec 2000 Jan - Dec 2001 Jan - Dec 2002 Jan - Dec 2003 Note: Figures represent International Food Information Council Foundation (IFIC) tracking of U.S. and International (English-speaking) wire reports and print articles on the issue and do not necessarily reflect the true number of stories.

9. Obesity A Complex Issue

10. The Root Cause of Obesity Is Simple An imbalance between calories-in and calories-out But...

11. …the social factors that contribute to the imbalance are complex: Changing food habits Declining physical activity in the home and in schools Increasing sedentary habits Changes in the physical environment

12. Suggested Causes of Obesity in Media Stories A virus Large portion sizes Low self-esteem Dietary carbohydrates High incomesAutomobile cultureDietary fats Low incomesTV watchingLow calcium intake StressComputer gamesSoft drinks DepressionCommunity designGood-tasting food AgingPersonal safetyInexpensive food GeneticsNo PE in schoolsAvailability of food Latch-key kidsParental influence OtherPhysical ActivityFood/Nutrition Snacks

13. Opportunity in Surgeon General’s Call to Action Call for industry to play a positive role in solving the problem Call for public-private partnerships Call to identify opportunities not just challenges

14. Communicate science-based information to opinion leaders and, ultimately, consumers Consumers need practical, relevant tools and information …but where and how do we start? IFIC Foundation’s Role

15. A Communications Program Based on Consumer Research

16. ACTIVATE’s Mission A consumer communications outreach program designed to deliver information to children and their families that will assist in achieving healthy lifestyles through regular physical activity and good nutrition.

17. ACTIVATE: The Power of Partnerships Six leading health, food and science organizations: –American Academy of Family Physicians –American College of Sports Medicine –American Dietetic Association –International Food Information Council Foundation –International Life Sciences Institute Center for Health Promotion –National Recreation and Park Association All bring unique knowledge, skills and resources

18. ACTIVATE: Leading Experts Serve as Advisors Keith Ayoob, EdD, RD, FADA Albert Einstein School of Medicine Nutrition and Family Dynamics Rebecca Kirby, MD, MS, RD American Academy of Family Physicians Family Medicine Bill Kohl, PhD Centers for Disease Control and Prevention Physical Activity and Nutrition Ellen O’Sullivan, MS, PhD Southern Connecticut State University Recreation and Community Outreach Russ Pate, MS, PhD University of South Carolina Physical Activity and Sports Medicine David Schultz, PhD, MDiv Johns Hopkins University Child Psychology and Behavioral Science Meg Zeller, PhD Children’s Hospital Health Center, Cincinnati Child Psychology and Behavioral Science

19. Unrestricted Grants From the Food and Beverage Industry The Coca-Cola Company Hershey Foods Corporation H.J. Heinz Foundation Keebler Company Kellogg Company Kraft Foods Masterfoods USA McDonald’s Corporation National Confectioners Association The Procter & Gamble Company PepsiCo, Inc. Sara Lee Corporation Snack Food Association

20. Consumer Research ACTIVATE Initiative –Kids 9-12 and parents –Findings used to develop Kidnetic.com –Published in June 2000 Journal of American Dietetic Association Findings: –Kids relate weight to performance and appearance – not health –Both parents and kids relate obesity to food more than physical activity –Kids not interested in concepts like “nutrition,” “physical activity” and “healthy eating” International Food Information Council Foundation

21. ACTIVATE Research Published J Am Diet Assoc. 2003;103:721-728

22. Why Deliver Messages Via a Web Site? It’s where the kids are –Research showed that kids and parents agreed a Web site is the easiest way to deliver information –67% of households with school aged kids have computer/Internet access Opportunity for innovative communication tool –Interactive –Customizable

23. Home Page

24. Promotes Healthy Eating InnerG Recipe Roundup

25. Promotes Physical Activity Move Mixer Wet Head Games Scavenger Hunt Fitness Challenge

26. Parents’ Section Parent’s Home Page Bright Papers for Parents Ask An Expert

27. Impact Evaluation of Kidnetic.com Increased discussion about physical activity and eating between parents and children For parents and kids, increased importance of physical activity and healthful eating For kids, increased confidence regarding their knowledge of healthful eating “These results suggest that the Kidnetic.com Web site is an effective resource”—Harris Interactive, Inc.

28. Reaching Out to Community- Based Organizations Healthy lifestyle lessons & activities Content from Kidnetic.com Leader’s Guide Pilot testing in community settings Downloadable from Internet at no cost Dissemination in 2004

29. Kidnetic.com is One Piece of the Puzzle Kidnetic.comKidnetic.com For more information: contactus@kidnetic.com

30. For More Information, Contact: International Food Information Council and (IFIC) Foundation 1100 Connecticut Avenue, NW - Suite 430 Washington, DC 20036 Phone: 202-296-6540 E-Mail: foodinfo@ific.org