The Eat Well Campaign – Focus on Food Skills
Transcription
The Eat Well Campaign – Focus on Food Skills
Canadian Meat Council’s 93rd Annual Conference Banff, Alberta The Eat Well Campaign – Focus on Food Skills May 30, 2013 Elaine De Grandpré, M.H.Sc., RD Manager, Promotion Office of Nutrition Policy and Promotion Outline • Context / Healthy eating goals • Socio-Ecological Socio Ecological Model / People and Place • Platform and outreach channels • Healthy Eating Awareness and Education Initiative g and nutrition labelling g • Phase 1: healthyy eating • Phase 2: healthy eating and sodium reduction • Phase 3: healthy eating and healthy weights - food skills • Benefits of Approach 2 Context • Chronic diseases and obesity are rising in Canada and are having significant social and financial impacts. Healthy food choices, along with an active lifestyle, can help Canadians maintain and improve their health. • Health Canada is creating a consistent healthy eating approach, including messages and tips that will help Canadians improve their awareness, understanding and ultimately their eating habits. 3 Healthy Eating Goals • Improve Canadians’ awareness and understanding of healthy eating, g following g Eating g Well with Canada’s Food Guide, including understanding nutrition labelling, reducing sodium intake and improving food skills (healthy weights). • Increase Canadians quality of life by improving their overall health and decreasing their risk of hypertension, obesity and other nutritionrelated chronic diseases. • Work collaboratively with a network off partners, including Provinces and Territories, Health Professional Associations, Health NonGovernmental Organizations and Industry Associations, including retailers and food manufacturers. 4 Source: www.dartmouth.edu 5 5 The Socio-Ecological Model 6 7 Working Together Improving healthy eating requires multiple channels of communication, along with environmental and policy li change h iin order d tto reinforce healthy nutrition behaviour. Source: Journal of Nutrition Education, 2001, Vol 33, Supp 1, S4-S15. 8 8 Potential Challenges It is important to not only think about conflicts of interest but also consider more broadly • Institutional integrity— f focusing i on the h iintegrity i off public institutions and on the integrity of the science • Public P bli trust t t in i th those institutions 9 9 Platform & Outreach Channels Health Canada: Awareness & Education Clear and consistent messages & campaign look & feel (carried by all) Media Industry / Retail Parents of children aged 2-12 Web & Digital Engagement Public R l ti Relations Intermediaries/ PTs / NGOs 10 Healthy Eating Awareness and Education Initiative 2010/11 2012 2013 2014 2015 Healthy Eating with Canada’ss Food Guide Healthy Eating with Canada Food Guide Foundation of the work Phase 1: Healthy Eating & Nutrition Labelling N t iti F t Ed ti C Nutrition Facts Education Campaign (NFEC) – i (NFEC) % Daily Value messages % D il V l Phase 2: Healthy Eating & Sodium Reduction Eat Well Campaign p g Phase 3: Healthy Eating & Healthy Weights Focus on Food skills in support of the Curbing Childhood Obesity Framework Obesity Framework 11 Phase 1 - Healthy Eating and Nutrition Labelling 12 Nutrition Facts Education Campaign (NFEC) • A collaboration between Food & Consumer Products of Canada (FCPC) and Health Canada. • Purpose off the P th campaign i is i tto raise awareness and improve use of the % Daily Value, a component in the Nutrition Facts table, to help Canadians make healthier food choices. 13 Industry / Retail Nutrition Facts Education Campaign (NFEC) • Nutrition Facts Education Campaign in collaboration with Food & Consumer Products of Canada (FCPC) • 34 participating food manufacturing companies • FCPC members: on-pack messaging (792M packages), advertising and media partnerships (TVA and Shaw) and outreach t h in i other th vehicles hi l ((web, b newsletters) l tt ) • Health Canada: provides messages and web based content and interactive tools • Evaluation: To be completed in 2013/14 Results 2009 – 2012 • use of the Nutrition Facts table (2010: 69%; 2012: 74%) • 54% awareness of the new % DV image • % DV awareness 48% changed shopping behaviour www.healthycanadians.gc.ca/dailyvalue 14 Phase 2 - Healthy Eating and Sodium Reduction 15 Development of Sodium Reduction Messages and Tips Sodium Reduction Messages and Tips • British Columbia’s Ministry of Health, Dietitians of Canada, EatRight Ontario and Health Canada worked in collaboration to develop and test sodium di reduction d ti messages with ith th the public bli and health intermediaries. • Tips on choosing lower sodium foods at the grocery store, reducing sodium at home and eating less sodium when eating out were also developed. www.healthycanadians.gc.ca/sodium 16 Platform & Outreach Channels Health Canada: Awareness & Education Clear and consistent messages & campaign look & feel (carried by all) Media Industry / Retail Parents of children aged 2-12 Web & Digital Engagement Public R l ti Relations Intermediaries/ PTs / NGOs 17 Eat Well Brand Communications Consistent “Eat Well” messaging and look & feel is delivered across platforms and with multiple partners • • • • Print and video PSAs Web banners Stakeholder communications Style guides for media and retail partners 18 Media Broadcast - CORUS CONCEPT: “The Wilsons Eat Well”: Kortneyy and Dave Wilson and their 3 children learn about healthy eating and sodium reduction 19 Media Partners Broadcast - ASTRAL CONCEPT: “A table avec Catherine”: Dietitian Catherine Lefebre and celebrity Saskia Thuot make healthy food choices at home, home at the grocery store and when eating out. 20 Media TRANSCONTINENTAL CONCEPT: Canadian C di Li Living i and d Coupe C d de P Pouce magazines i ffollow ll 3 moms each h on a h healthy lth eating journey with advice from a dietitian. Included custom articles, print PSAs, 6 videos, blogging, “Ask an expert”, e-newsletters, quizzes, Facebook posts, Tweets and recipes. www.canadianliving.com/healthylife www.coupdepouce.com/viesaine 21 Media Survey Highlights OBJECTIVE Gauge the recall of the campaign, and impact on behaviour, knowledge and understanding of healthy eating messages. Research was conducted throughout the campaign with all 3 media collaborators. KEY CONCLUSIONS Results indicate that the media partnerships had an overall positive effect on attitudes towards healthy eating and intent to change healthy eating behaviours. Up to 48% recall for Astral vignettes 37% intend to change their healthy eating habits (Corus/Astral) 20% of those exposed to the campaign i ate t healthy meals more often in March (Astral) 57% recall Wilson family vignette about making healthier food choices (Corus) Average of 59% will choose sodium reduced foods 44% average recall of print articles 22 Industry / Retail Collaboration with Food Retailer Associations • Retail Council of Canada members, Grocers Division • Canadian Federation of Independent Grocers • Focus on healthy eating and food skills messages such as planning, shopping and food preparation (highlighting meal plans, tips, tools, etc.) Total Reach: 90%+ of grocery sales in Canada (est. 20M+ customers/ wk) 23 Industry / Retail Collaboration with Food Retailer Associations Retailers are promoting consistent messages through in-kind co-branded activities Three to four one-week one week in in-store store activations: • March, June, Sept and Jan • In-store: monitors, signage, hand-outs, nutritionist event, receipt message • Other channels: magazines, Facebook & Twitter messages, web (links, b banners, content, t t PSAs) PSA ) 24 Public R l ti Relations 2013-14 Public Relations OBJECTIVES • Associate a high level of credibility and appeal with the healthy eating key messages to help quickly build awareness. Communication of healthy eating key messages in new channels. • Christine Cushing, Chef ACTIVITIES - Use of celebrity champions • Champions: Christine Cushing and Zannat Reza (Eng.) and Isabelle Huot and Marjorie Maltais (Fr.) Isabelle Huot, Nutritionist 25 Web & Digital Engagement Web and Social Media Major update and overall to consumer web content on new healthycanadians.gc.ca 152K unique page views (mid-Oct/12 – Mar/13) 1:30 average time on page Banners on media partners driving traffic 33K new visits from UTM coded banners Coordinated Facebook & Twitter messages from HC, media and retail partners 26 HealthyCanadians.gc.ca/EatWell Web & Digital Engagement Health Canada Web Site Healthy Eating Toolbox Information for Intermediaries • The toolbox includes resources for intermediaries such as articles, quizzes, fact sheets, interactive tools, presentations, media relations and social media materials from partners. hc-sc.gc.ca/fn-an/nutrition/part/tb-bo/index-eng.php 27 Web & Digital Engagement • Food and Nutrition RSS Feed, FB and Twitter To continue to stay y up-to-date p on Food and Nutrition web postings and publications, please subscribe to the Food and Nutrition RSS feed or visit us often to check out what's new on our site! http://www.hc-sc.gc.ca/fn-an/_feeds-fils/index-eng.php http://www hc-sc http://www.hc sc.gc.ca/rss/fn gc ca/rss/fn-an/fn-an-fra an/fn an fra.xml xml • Sign up for healthy eating messages from Healthy C Canadians di F Facebook b k and dT Twitter itt accounts. t 28 Intermediaries / PTs PT / NGOs NGO Heart & Stroke Foundation of Canada January 2013 Page g in calendar Currently in discussions with the Heart & Stroke Foundation to work collaboratively on a new project. j t 29 Intermediaries / PTs PT / NGOs NGO HEAE Task Group Task Group has: - participated on several high priority issues requiring significant collaboration across jurisdictions; - developed new and creative ways of engaging Canadians; - encouraged the use of consistent healthy eating messaging through the sharing of information among our own networks; and - taken their start from others, e.g. BC began with work of developing healthy weights messages; Health Canada will g take from these and add them to the foods skills messages. 30 HEAEI Evaluation Framework Figure 1: HEAEI Logic Model Inputs Funding Human resources Foundation Components Activities Facilities/Infrastructure Acts, regulations, policies, priorities Science and Technology Research Data Eating Well with Canada Canada’ss Food Guide Healthy Eating/Nutrition Labelling NFEC (A1) Assess awareness, knowledge and behaviour of target audience; identify focus; and plan initiative (A2) Outreach to and selection of potential partners Healthy Eating/ Healthy Weights Healthy Eating/Sodium Reduction (A3) Negotiate and develop partnerships (A4) Develop campaign components Outputs Awareness and education activities, tools and resources Delivery Partners Government (FPT), Industry, NGOs, Media, Health Professionals (A5) Disseminate information and resources; implement campaign (A6) Monitor, conduct surveillance and Evaluate Target Audience Primary: Parents and Caregivers of Children aged 2-12 Immediate Outcomes (B1) Canadians are aware of and have access to healthy eating guidance (B2) Integration of the CFG and the HEAEI messaging into nutrition education and food environments across Canada (C1) Canadians are knowledgeable about and understand healthy eating: label reading, sodium reduction, and food skills (C2) Canadians make informed, healthy eating decisions Intermediate Outcomes Ultimate Outcome Process Evaluation Secondary: Intermediaries such as health professionals and NGOs Outcome Evaluation (D1) Healthy Canadians 31 Phase 3 – Healthy Eating & Healthy Weights 32 Link between cooking skills and overall health Associations between cooking skills, nutrition, weight and overall health Source: Health Canada 33 Building on Current Work • Impro Improving ing Cooking and Food Preparation Skills (2 reports) www.hc-sc.gc.ca/fn-an/nutrition/child-enfant/index-eng.php • Healthy Eating After School www.hc-sc.gc.ca/fn-an/nutrition/heas-saae/index-eng.php Other relevant publications: • Measuring the Food Environment in Canada • Working with Grocers to Support Healthy Eating (June 2013) 34 Improving Cooking and Food Preparation Skills www.healthcanada.gc.ca/children-healthy-eating 35 Literature Synthesis: Findings Current State of Food Skills • Food choice and consumption patterns have transitioned to an increase in processed, d pre-prepared d and d convenience i ffoods. d • Women and mothers play a significant role • Various factors influence food choices • V i ti Variations among different diff t SES groups • Variations among different age groups • Many consumers have lost the knowledge necessary to make informed food decisions. 36 Literature Synthesis: Findings Some Challenges and Opportunities for Food Skills • The most common potential challenges identified related to the development of successful strategies or interventions to enhance cooking and food preparation skills include: • time • individual/familial food choice • the diminished value placed on basic cooking skills • the general notion that healthful diets are more expensive than unhealthy diets • larger consumption norms • there is interest in learning and enhancing cooking and food preparation skills 37 Literature Synthesis: Conclusions • Basis for concerns related to a transition in cooking and food preparation skills • Need for further research • Knowledge gaps • Value of basic or ‘from scratch’ cooking and food preparation skills • Assessment of the nutritional value in foods • Relationship between obesity and food preparation skills 38 Case Study Profiles • 13 Canadian examples: • One from each province/territory • Range of initiatives • 2 International examples: • United Kingdom • Australia 39 Successes Case Studies reported successes: • Enhanced nutrition and food safety knowledge • Integration of healthier food choices into eating patterns • Preparation of recipes at home (recipes provided within programs) • Greater self-confidence and pride in cooking and food skills • Increased and sustained uptake of programs by community-based organizations and agencies 40 Defining “Food Skills” Knowledge + ability + practice = self-efficacy Food Skills require: • • • • • Knowledge Planning Mechanical techniques Conceptualizing food Food perception (Vanderkooy, 2010) 41 Food Literacy An individuals’ food related knowledge, attitudes, and skills that encompasses the following competencies: • How to select, purchase and prepare “nutritious” foods and meals, including: • An understanding of how food is connected to health, wellbeing, and safety; • Knowledge of what constitutes a healthy diet, and; • How to read and understand food labels and claims. • How to store, handle, prepare and dispose of food safely; and • How Ho to plan and b budget dget for food food. It also incorporates individuals’ understanding of how food is produced, processed, distributed, purchased and wasted, as well as how to interpret claims made in food marketing and advertising. The Conference Board of Canada, 2013 42 Objectives for 2013-2014 Food Skills Goal: To increase awareness, understanding and application of food skills among Canadians Planning Skills Objectives: • To increase the number of Canadians who believe it is important to plan in order to make healthier food choices (Awareness component) • To increase the number of Canadians who believe it is important to involve family in planning in order to make healthier food choices (Awareness component) • To provide Canadians with information related to planning skills to help them make healthier food choices (Knowledge component) • To increase the number of Canadians who are knowledgeable on how to plan for making healthier food choices (Knowledge/Education component) • To increase the number of Canadians that apply planning skills to make healthier food choices (Behaviour component) 43 Message Development Consumer Behavioural Research: •Rapid Response modules of the Canadian Community Health Survey • • • Canada’s Food Guide ((CFG)) surveyy looking g at Canadians’ awareness,, knowledge g and use of CFG, in field May/June ’12 Food Skills survey looking at Canadians’ food skills and eating behaviours, in field Nov/Dec ‘12 and Jan/Feb ‘13 Research results will give information on Canadians’ Canadians current state of knowledge and provide direction to allow the creation of effective messages Message testing: •Food skills • Planning messages, in field Dec ’12 & Mar ‘13; further planning and food skills messages in field Fall ‘13 •Healthy y weights g • Healthy weights message testing with BC and Dietitians of Canada, in field Jan ‘12 Ongoing research and message testing in 2013-2014 to be determined. 44 Message Development – Methodology • • Messages developed on the ‘planning’ and ‘knowledge’ components off food f d skills kill POR on March 25th-28th in both English and French • • • • • • Toronto Montreal (French) ( ) Vancouver Halifax Canadians from lower SES groups and mid mid-high high SES groups groups. Themes: summer, back-to-school, holiday eating and serving/portion sizes 45 Message Development – Key Findings from POR • The messages were well received and deemed valuable and relevant, although they generally lacked motivational appeal. • The tone of the messages was considered adequate by Englishspeaking parents, while it was viewed as too forceful by Frenchspeaking parents. • The messages are generally clear and credible. 46 Key Planning Messages Eating well starts with planning meals at Home • Start with a plan • • Stock your kitchen well • • Plan healthy meals and snacks. This helps to make healthy eating easier. Keep your cupboards K b d stocked t k d with ith h healthier lthi foods that are lower in fat, sodium and sugar. Create a meal plan with your family • Involve your family in planning meals and snacks. 47 Key Planning Messages Use a list when shopping at the Grocery Store • Let kids choose healthier foods • • Dare to compare • • Be a role model and teach kids about making healthy food choices at the grocery store. When you h Wh have th the titime, check h k outt new ffood d products and read the Nutrition Facts tables. Shop smart • Plan healthy meals and snacks before you head to the store. 48 Platform & Outreach Channels Health Canada: Awareness & Education Clear and consistent messages & campaign look & feel (carried by all) Media Industry / R t il Retail Parents of children aged 2-12 Web & Digital Engagement Public R l ti Relations Intermediaries/ PTs / NGOs 49 Benefits of Approach • Working collaboratively with stakeholders allows for the consistent use of messages g through g all of the outreach channels to ensure: • Consistency • Reach • Sustainability • Consumer is presented with clear, tested messages where they live, shop and play • How can our organizations g work together? g • short term • long term 50 Information elaine.degrandpre@hc-sc.gc.ca % Daily Value www.healthycanadians.gc.ca/dailyvalue Eat Well www.healthycanadians.gc.ca/eatwell Stay up-to-date on Food and Nutrition, subscribe to Health Canada’s Food and Nutrition RSS feed: p g _feeds-fils/index-eng.php gp p http://www.hc-sc.gc.ca/fn-an/ 51
Similar documents
in healthy eating
and decreasing their risk of hypertension, obesity and other nutritionrelated chronic diseases. • Work collaboratively with a network of partners, including Provinces and Territories, Health Profes...
More information