1. ACTIVATE: A Childhood Overweight Initiative Susan Borra, RD; Elizabeth Davenport, MPH; Richard B. Elder, MBA; Alison Esser International Food Information Council Foundation Poster Session American Public Health Association November 12, 2002

2. The Issue Increasing overweight/obesity 61% of population is overweight/obese 25% of children are overweight The incidence is rapidly increasing Causes are complex: Family influences Eating behaviors Environment Current education and prevention approaches are not working Poster Presentation-American Public Health Association, November 2002

3. Research Objectives Understand how kids and key influencers think and feel about food, physical activity, and health What messages will effectively reach them? How should these messages be delivered? Poster Presentation-American Public Health Association, November 2002

4. Design and Methodology Focus Groups Kids Parents Teachers 16 Focus Groups (N=112) Jan – Feb 2000 Chicago Baltimore Ethnographic studies Culture and behavior in the home 6 FamiliesApr – May 2000Atlanta Minneapolis Los Angeles One-on-one interviews 10 Interview Sessions (N=46) July 2000 Chicago Target = kids 9-12 years old and influencers

5. Findings: Kids and Health Weight is related to performance and appearance; not health No sustainable interest in concepts like “nutrition”, “physical activity”, and “healthy eating” Being healthy = RULES Want “small victories” to sustain interest and build self- esteem Want ideas for physical activity beyond organized sports Want parental guidance and emotional support Poster Presentation-American Public Health Association, November 2002

6. Findings: Parents and Health Overweight not seen as a health issue Not necessarily good role models Believe their child will outgrow the problem Fear of causing unhealthy eating behaviors Lack information and skills to address issue with kids Findings: Teachers See impact of overweight on self-esteem in school setting Believe change must begin and be supported in the home Poster Presentation-American Public Health Association, November 2002

7. Findings: Family Dynamics Interventions to shift behavior toward healthy lifestyles should involve entire family This issue goes to the heart of the parent/child relationship: “Who’s in charge?” Children and parents need help defining and measuring “fitness” and “health” Kids and parents want help setting reasonable goals Children want ongoing involvement and inspiration from parents Poster Presentation-American Public Health Association, November 2002

8. Implications for Effective Communication Kids and parents have common interests but different information needs Kids—“fun”, “cool”, “not boring” Parents—“quick”, “easy to use”, “credible” “Fitness”, “healthy eating”, and “health” need to be re- defined Messages must address self-esteem, behavior, parenting, and family dynamic issues Structure information to facilitate communication between kids and parents Poster Presentation-American Public Health Association, November 2002

9. Research to be Published Compilation Peer-review Journal of the American Dietetic Association

10. ACTIVATE Web Site Approach Fun and engaging for kids Quick and easy to use for parents Promote physical activity and good nutrition Customizable content delivery Facilitate kid/parent dialogue No advertising/product links Poster Presentation-American Public Health Association, November 2002

12. Kidnetic.com for Kids Busy Buddy Your on-screen buddy. A personal buddy who lives on-screen and helps you tap into your own energy. Inner G What makes you tick? Learn about your body through food and physical activity. Betchacant Do the dare- If you’re up to the challenge! Activities that get you up and moving. Wet Head Games Pick one or make up your own. Vote on your favorite foods, games and things to do. Time Challenge Can you beat the clock? Active games for you to play against your friends or against yourself Kidnector Check out what Mom and Dad know. Send messages and quizzes to Your parents to keep connected Recipe Roundup Cook up a winner. Kid-tested, kid-friendly, Ways for you to eat healthy Shout Out Tell us what you’re thinking. Discussion area where you can talk to other kids about what’s on your mind.

13. Kidnetic.com for parents Bright Papers Learn how to get energized. Detailed information parents can use to help kids make healthy choices about eating and exercise Discussion Board Talk to your peers. Find out what other parents think about raising healthy kids. Ask an Expert/FAQ Check out what the experts say. Ask our panel of experts for their advice on eating right, staying active and healthy living for your family. Kidnector Make a kidnection. Use this feature to keep the lines of communication open between you and your kids.

14. Results and Learning to Date Effectively reaching and speaking to our target audience –Over 380,000 visits to the home page through October –15:49 average length of visit Kids are comfortable with being open and honest –Over 800 posts submitted to Shout Out to date –Over 1700 Wet Head games submitted to date * Source: Kidnetic.com WebTrends report 7/2002-10/02 Poster Presentation-American Public Health Association, November 2002