1. From SLÁN to Healthy Eating Cliodhna Foley-Nolan,MB,MPH,FFPHMI

3. Presentation Some Challenges How SLÁN data contributes

4. Challenges Communication Influence Promotion

5. “The problem with communication is …the illusion that it has been accomplished” George Bernard Shaw

6. Realities of Healthy Eating Media fire blips of unrelated information at us Experts bury us in detail Prevailing obesogenic environment 2 out of 3 Irish adults overweight or obese

8. Less involvement with food Fewer family meals Higher intake of processed food (HFSS) Cooking and budgeting skills declining Stressed parents Fear of eating disorders/play outdoors

9. Confusion about Complexities Food supplements, benefits and risks Fish(dioxins + mercury +sustainability) Trans fats+ saturated fats

10. Fish message (s?):

11. Focus misplaced: Nutrients> Foods Research results>Public Health implications Scares>Sustainable moderation Range of experts (Academics, clinicians, Public health professionals)

12. The wood for the trees

13. Competition for attention: Press releases:300/day (Irish Mirror) Photos:5,000/day(Irish Times)

14. Broadsheets - dedicated space for health and lifestyles 17/6/08

15. Readership by social class Joint National Readership Survey, 2005-6 n=7000 in ROI Social Class ABC1C2DE Irish Independent300,000175,000 Irish Times280,00045,000 Daily Star103,000277,000 Sunday World200,000470,000

16. Financial might of advertising Coca Cola Global Marketing budget:€1.3billion Sponsorship of 2006 Winter Olympics: €42million (The Guardian; 2006) Food industry UK (2003): £743 million Health education UK(2004): £7 million IOI spend on food advertising(2007):€91 million Soft drink advertising (2007):€39 million (Sunday Business Post; 2008)

17. Advertising

18. SLÁN data contribution Current Local Numeric Robust

19. SLÁN data Inform professionals/policymakers Identify target groups (e.g. Parents) Identify target behaviours/foods Provide baseline for numeric targets and evaluation

22. Press

23. Policy Benchmark

26. Dilemmas remain Stark or gentle Blaming or supportive Providing Information or Community development

27. Currently In denial 80% + know risks Major intention- behaviour gap

29. Way Forward Combine SLÁN with Behavioural and Economic data Multidisciplinary teams (respect) Combine Scientific evaluation with Market research Ongoing Population Lifestyle and Nutrition surveys