2011

What is FOOD 4U?FOOD 4U is an awareness campaign on healthy eating habits promoted by the Italian Ministry of Agricultural, Food and Forestry policies.

Aimed at 14 to 19 year-old high school students from

16 EU member states.Students willing to participate to the FOOD 4U competition create a video-spot concerning healthy eating habits and the importance of a well balanced diet.

An International Jury selects about 30 video-spots, 2 from each country, assigning an award stay in Italy to the students and teachers who have developed the spot.

Among these, one is selected as the winner of the yearly FOOD 4U Award.

“Governments need to give food safety just as much attention as they devote to the

quality and safety of pharmaceutical products. Not everyone needs to take

medicine every day but all people need food each and every day.”

(WHO Director-General Dr Margaret Chan ).

Why be concerned? According to the World Health Organization and the

Task Force on Obesity:• among the 25 EU member states, 14 million children

are overweight, of these 3 million are obese.• 20% youngsters between 13 and 17 yrs of age are

overweight. EU YOUNGSTERS aged 13-17

20%

80%

overweight

• in many EU member states, over half the adult population is overweight.

+ 400.000 cases per year (affecting ¼ of EU children).

• greater risks linked to type-2 diabetes, high blood pressure and heart disease.

• WHO further projects that by 2015, approximately 2.3 billion adults will be overweight and more than 700 million will be obese

• The problems of overweight and obesity are dramatically on the rise

The European Parliament states: This situation “prompts us to press

the alarm button”. Promoting healthy diets and physical activity: a European dimension for the prevention of overweight, obesity

and chronic diseases, EU Parliament 6.12.06.

The World Health Organization states: “It is time to act. Obesity not only harms the health and well-

being of a vast proportion of the population, and generates large expenditures by health services, but also has a striking

and unacceptable impact on children”. The challenge of obesity in the WHO European Region and the strategies for response, 2007

The European Union has reported some main goals in recent documents such as:

• Green Paper (December 2005) • EU Charter (Istanbul, November 2006) to contrast obesity problems,

subscribed by all members, Italy included

The report, entitled "Promoting healthy diets and physical activity" calls all countries to take the following steps:

• Recognise obesity officially as a chronic disease to prevent discrimination.

• Inform people from an early age of the effects of a poor diet. • Ensure that schools have sports facilities.  • Provide funding to enable schools to provide healthy meals instead of

traditional fatty foods. Frédérique Ries

FOOD 4U follows such guidelines through:

- awareness of facts- invention of a creative method- training of young advertisers- interactive exchange of information among

youngsters- profound respect of cultural differences;

strong belief in multicultural interaction - belief in today’s commitment towards a more

aware approach to food in future years

Development of the

FOOD 4U Campaign

13000

1800020000

2500028850

30000

0

5000

10000

15000

20000

25000

30000

Number of Schools

1 2 3 4 5 6

Year

Number of EU Schools Contacted

Number of EU Schools Contacted

2005 2006 2007 2008 2009 2010

FOOD 4U has reached out to thousands of schools, peaking in 2010 in its quality and visibility

throughout Europe

An exceptionally growing reality• 2005: 4 000 000 students and teachers reached; 13 000 secondary

schools from 10 EU member states

• 2006: more than 5 000 000 students reached, 18 000 secondary schools, leaflets in 15 official languages of 15 EU member states

• 2007: more than 20 000 schools were contacted, over 6 million students

and teachers

• 2008: over 25 000 schools were contacted

• 2009: 28 850 schools were contacted

• 2010: Food 4U has reached 30000 EU schools, over 8 million students and teachers

30000 schools

The 2011 ChallengeThe 2011 edition will be opened to all the

27 EU member states and even more!

Why advertising?• In such a highly technological culture, what can be

better than the Advertising means to develop such an important topic as that of health?

• This is why, along with the rapid changes of communication, FOOD 4U has chosen to stimulate youngsters INTO their own research and awknowlegments rather than teaching them directly.

• The video spot and a corresponding recorded backstage are required for participation.

Innovative language for a better future

FOOD 4U: Multicultural &

International• Outreaching 16 European countries

Austria - Belgium - Denmark - Finland - France - Germany - Greece - Italy - Luxemburg - Norway – The

Netherlands - Portugal - United Kingdon - Spain - Sweden - Hungary

• Expanding to all EU countries in 2011• Presence of a highly professional International Jury• Contacts with embassies, cultural institutions, and

education ministries• Support of European Parliament• Support of EESC• Auspices of ESHA, EUFIC, European Schoolnet, AEDE,

Obessu

Thanks to their fundamental support, FOOD 4U has become more visible:

an event of International interest, a European point of reference

Another spotlight on FOOD 4U’s success

European Institutional Partnerships

for official advice and counselling on social topics, food safety & quality, health & nutrition:

Under the High Patronage of the President of the Italian Republic

Under the Auspices of: • The European Parliament• The European Union in Italy• The European and Economic Social Committee• The Presidency of the Council of Ministers • The Ministry of Public Education• The Ministry of Foreign Affairs • The Province of Rome• The Municipality of Rome

In a nutshell…FOOD 4U truly believes in the youngsters of today as the builders of Europe’s future.FOOD 4U is a remarkable example of what should be done to tackle complex issues as food safety by involving European Institutions, students, and teachers with an original and innovative approach.

EUFIC Survey 2010

Students from the European school finalists taking part in FOOD 4U expressed their points of view on nutritional

culture and habits among youngsters in Europe.

Here were some of the results.

Students from the European school finalists taking part in FOOD 4U expressed their points of view on nutritional

culture and habits among youngsters in Europe.

Here were some of the results.

102030405060708090

100

%

A lotSomeA littleTry to avoid

Experts Recommend…?

FOOD 4U 2010 questionnaire

Expert recommendation for high fruit and vegetable intake was known by 76% of the Food 4U students. At the same time, few respondents knew the recommendations for starchy foods (29% in the Food 4U survey).

Which nutrients in which foods?

102030405060708090

100

bread, pasta, rice butter, margarine,oil

fruits, vegetables meat, fish, eggs

%

Protein Carbohydrates Fat Vitamins/minerals Don't know

FOOD 4U 2010 questionnaire

Some uncertainty regarding the most energy-dense nutrients was observed.The results retrieved from this student population keep showing some similarity tothe data obtained from adults in the EUFIC pan-EU study on nutrition knowledge of consumers.

FOOD 4U: a key to understanding

Overall, nutrition knowledge of European students participating in the EUFIC 2010 questionnaire

appeared to be good, especially with regard to food sources and roles of different nutrients. 

FOOD 4U aims at increasing the level of awareness and sensitivity towards such important issues.

FOOD 4U is stretching out its mission throughout all of Europe, expanding to all EU countries in 2011 and hosting non-EU

countries too.

Leisure Activities & Networking

Integration Through FOOD 4U youngsters share their similarities and at the meantime, celebrate their differences.

“No culture lives if it attempts to be exclusive” (Mahatma Gandhi)

This is why FOOD 4U involves all participating students and teachers in interactive activities: leisure activities, tours, sport,video presentations and exchange

of each one’s point of view on the topic of proper eating habits.

The 4-evening programme of the FOOD 4U Videofestival takes place in various areas, giving finalists the chance to visit a different country in all its variety and beauty.

Jesolo, Veneto Region – FOOD 4U 2009/2010

Lectures & Debates

Activities Pizza Making Workshop – Food & Fit Quiz – Gathering Activities

Tours & Excursions

Padula Monastery Visit to Diary Farm

VenicePaestum

S

P

O

R

T

Visits out in the country Sailing & Swimming

Video Presentations

FOOD 4U Festival

FOOD 4U Award Ceremony, Rome 2010

Environment

Finalists are invited to a breathtaking Italian destination that most highly represents the quality, typicality,

tradition and nutritional culture of the so called Mediterranean Diet.

See you at FOOD 4U 2011!!!

Contacts • Institutional Relations:

Dr. Monica Promontorio CMP, CMMmobile: +39 335 54 77 855office: +39 06 88 18 936fax: +39 06 88 15 319e-mail: comunicazionepr@tiscali.it

• Website: www.food-4u.it

• Organizing Secretariat:tel: +39 06 90 28 17 29e-mail: video@food-4u.it

• Reference Institution: Italian Ministry for agricultural, nutritional and forestry policiesGeneral customer service direction Via XX Settembre, 2000187 Rome, Italy

tel: +39 06 4665 3051 – 3254 – 3050fax: +39 06 4665 3251e-mail: dtc4@politicheagricole.it

Thank you for your kind attention

Coordination and Lecture

Monica Promontorio

ITALIAN MINISTRY OF EDUCATION

ITALIAN MINISTRY FOR FOREGN AFFAIRS

EUROPEAN COMMITTEE REPRESENTATIVES

EUROPEAN PARLIAMENT

SPECIAL THANKS TO:

See you at FOOD 4U 2011!!!