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Moving the Needle to Healthy Eating and Active Living for All: Strategies for Policy, (Systems) and Environmental Change PowerPoint PPT Presentation


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Susan B. Foerster, Chief Cancer Prevention and Nutrition Section California Department of Health Services Oregon Division of Health Portland, OR February 11, 2003. Moving the Needle to Healthy Eating and Active Living for All: Strategies for Policy, (Systems) and Environmental Change.

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Moving the Needle to Healthy Eating and Active Living for All: Strategies for Policy, (Systems) and Environmental Change

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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 ServicesOregon Division of HealthPortland, OR February 11, 2003

Moving the Needle to Healthy Eating and Active Living for All:Strategies for Policy, (Systems) and Environmental Change


Objectives

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.


What s working

What’s Working?


Social marketing as defined works

Social Marketing, as Defined, Works!

California Nutrition NetworkDefinition 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 adds

consumer empowerment, community development, partnership, media advocacy, and

policy-systems-and-environmental change…”


A multi level campaign works

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

F

The Social-Ecological Model Works!


Using a disciplined eye

Using a Disciplined Eye


Focus on the outer spheres of influence

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

Use the Right Strategies, a laCarrots, 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

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


So where are we

So, Where Are We?


Institutional changes that local partners are making

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

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

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

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

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

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

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

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

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!


With thanks to our funders

With thanks to our funders!

  • California public agency partners, for in-kind contributions

  • USDA Food Stamp Program

  • The California Endowment

  • CDC Prevention Block Grant

  • California Department of Social Services

  • California Department of Food and Agriculture


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