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Preventing Obesity and Changing Children’s Eating Habits The Food Dudes Healthy Eating Programme Dr Mihela Erjavec, Bang

Preventing Obesity and Changing Children’s Eating Habits The Food Dudes Healthy Eating Programme Dr Mihela Erjavec, Bangor University. Public Health Conference, Aviemore, 10th of November 2011. Behavioural Goal: To increase consumption of fruit and vegetables in primary school children.

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Preventing Obesity and Changing Children’s Eating Habits The Food Dudes Healthy Eating Programme Dr Mihela Erjavec, Bang

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  1. Preventing Obesity and Changing Children’s Eating Habits The Food Dudes Healthy Eating Programme Dr Mihela Erjavec, Bangor University. Public Health Conference, Aviemore, 10th of November 2011.

  2. Behavioural Goal: To increase consumption of fruitand vegetables in primary school children + Changing children’s eating habits for life

  3. Why Increase Fruit and Vegetable Intake? • Adult recommended daily intake = 400g • Average British daily intake = 250g • Serious consequences of poor nutrition • We must change our eating habits • This is best done early! Changing children’s eating habits for life

  4. Health Benefits of Fruit and Vegetables • Help prevent obesity • Protect against many cancers • Reduce the risk of coronary heart disease • Help prevent diabetes • Protect against asthma • Keep skin, teeth and hair healthy Changing children’s eating habits for life

  5. The Food Dudes Programme • Brings about major and long-lasting change Changing children’s eating habits for life • Designed by psychologists, based on behavioural principles and theory.

  6. The Food Dudes 3 Rs • Role Modelling • - Food Dudes in battle with General Junk • Rewards • Repeated Tasting Changing children’s eating habits for life

  7. The Food Dudes

  8. Overview Fruit & Veg Home Chart Phase 1 (16 days) DVD Episodes Letters Rewards Phase 2 (indefinite) Fruit & Veg Snack Containers Parental Involvement Wallchart Rewards & Certificates

  9. Sustainability & Legacy • Keeping the Force Alive • - Activities for the whole school Changing children’s eating habits for life • Next Generation • Designed for Reception Class Children

  10. 68 48 48 43 7 7 7 5 4 2 London Schools Poorest Eaters Food Dudes School Control School Fruit 70 Vegetables 60 50 40 % consumed 30 20 11 10 4 0 After 16 Days After 4 Months After 16 Days After 4 Months Before Before After 16 Days After 4 Months After 16 Days After 4 Months Before Before NB. Average daily portion weight presented = 83g of fruit or 60g of vegetables Horne et al. (2004)Increasing children's fruit and vegetable consumption: a peer-modelling and rewards-based intervention. Eur. J. Clin. Nutr. 58, p1649-1660.

  11. 131 93 100 140 90 120 80 68 100 49 70 63 63 42 60 34 80 50 60 40 30 40 20 20 10 0 0 Ireland Experimental Evaluation Fruit and Vegetable PROVISION (in packed lunches) Fruit and Vegetable CONSUMPTION (from packed lunches) Before After 12 months grammesprovided grammesconsumed Food Dudes School Control School Food Dudes School Control School Horne et al. (2009)Increasing parental provision and children's consumption of lunchbox fruit and vegetables in Ireland: the Food Dudes intervention. Eur. J. Clin. Nutr. 63, p613-618.

  12. Ireland Pilot Roll Out: Home Fruit & Veg Additional Portions of F&V Eaten at HOME by Children AND Parents Children 35 Parents 30 • 94% of parents reported that their children were eating more F&V at home. 25 20 % of parents • 88% of parents reported that they themselves were consuming more F&V on a daily basis as a result of the programme. 15 10 5 0 None One Two Three Four Five Additional Portions of F&V Eaten by Children & Parents

  13. 2.0 1.8 1.6 1.4 1.2 1.0 0.8 0 Ireland National Roll-Out: 1.5 and 2.5 years POST Intervention INCREASE In Daily Fruit and Vegetable Consumption from Pre to Post Food Dudes 1.5years POST Food Dudes 2.5 years POST Food Dudes 1.88 1.77 Increase in F&V Consumption from Baseline (in portions) 0.6 0.4 0.2 1.5 years 2.5 years

  14. 1.92 1.61 1.37 1.30 1.10 0.87 2.0 1.6 0.41 0.24 1.2 0.8 0.4 0.0 Wolverhampton Evaluation: Results 1 Daily Fruit & Veg Consumption (at Home and School) * Whole School Poorest Eaters (<2portions per day) Fruit * * Vegetables * PortionsConsumed PRE POST PRE POST PRE POST PRE POST

  15. 0.9 0.8 0.7 0.6 0.5 0.4 0.3 Wolverhampton Evaluation: Results 2 Unhealthy Snack Consumption (in School) 20% reduction • As F&V consumption increased, ‘unhealthy’ snack food consumption decreased. • Suggests that F&V displaced other snack food in children’s diets. 0.79 * Portions Consumed 0.63 PRE POST

  16. Summary Health Outcomes • Large and long lasting changes in diet • Biggest effects with poorest eaters • Effects generalize from school to home • - Home Pack Important • Will have a major impact on health Changing children’s eating habits for life

  17. Why the Intervention Works • Repeated Tasting - children discover the intrinsically rewarding properties of fruit and vegetables • School Culture - supports the eating of fruit and veg • Branding – Food Dudes, the “fruit and vegetables” brand Changing children’s eating habits for life

  18. Awards • 2011: Scientific Translation Award from Society for Advancement for Behaviour Analysis • 2010: Chief Medical Officer’s Public Health Awards – Gold Medal • 2010: Features in Conservative Party’s Green Paper • 2009: Social Marketing Centre - Showcase Award • 2006: World Health Organisation - combating obesity • 1998: Caroline Walker Trust - changing children’s diet

  19. Take Up Ireland (BordBia) 2007-2012: National Roll-out to all primary schools (3,300 schools; 450,000 children) England (SFT; DoH; HDC; Worshipful Company of Fruiterers) 2009-2011: Wolverhampton: regional roll-out to 84 schools, 20,000 children 2009-2010: Bedfordshire: 14 schools, 4,200 children 2010-2012: Coventry: 39 schools, 11,700 children 2011-2013: Walsall: 37 schools, 11,100 children 2011-2014: Dudley: 50 schools, 15,000 children By July 2013: 512,000 children Worldwide Projects in Milan, Sicily, California and Utah Changing children’s eating habits for life

  20. Fun and Effective • High appeal for parents and teachers (99% approval) and fun for children • Works equally well in high ethnic mix environments, in special education, and across different cultures • Meets the needs of Governments, Health Organisations and Industry Changing children’s eating habits for life

  21. New Developments • Nursery Programme (specially designed materials for use with younger children) • Examining school meals uptake and quality • Creating Food Dudes Healthy Eating Oases • Working to address local concerns Changing children’s eating habits for life

  22. Thank You for ListeningQuestions? http://www.fooddudes.co.uk/ Changing children’s eating habits for life

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