american apparel a sweatshop free t shirt manufacturer
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CALIFORNIA 5 A DAY CAMPAIGN: WORKING WITH COMMUNITIES TO BUILD ENVIRONMENTS
THAT SUPPORT FRUIT AND VEGETABLE CONSUMPTION AND PHYSICAL ACTIVITY
byDesiree Backman, DrPH, MS, RD
California Department of Health ServicesPublic Health Institute
Great Valley Center ConferenceMay 2005
EAT SMARTER, BE ACTIVE, GET HEALTHY CALIFORNIA
Purpose of the California 5 a Day Campaign
EAT SMARTER, BE ACTIVE, GET HEALTHY CALIFORNIA
• Reduce the risk of chronic diseases, such as cancer, heart disease, diabetes, and obesity, by empowering low-income Californians to consume the recommended amounts of fruits and vegetables and enjoy physical activity every day
• Encourage the use of nutrition assistance programs among those who are eligible
EAT SMARTER, BE ACTIVE, GET HEALTHY CALIFORNIA
The Approach: Social Marketing
• A consumer-focused, comprehensive program employing the traditional elements of advertising, public relations, promotion and personal sales in combination with community development, consumer empowerment, partnerships, environmental and policy change and media advocacy to attain large-scale behavior change
. . .adapted from WHO and others
The Framework: Social Ecological Model
Interpersonal & Social Networks
Individual
Institutional/Organizational
Community
Social Structure, Policy
EAT SMARTER, BE ACTIVE, GET HEALTHY CALIFORNIA
Inspiring Healthy Changes in Schools and Community Youth Organizations
• Nutrition and physical activity education
• School nutrition policies– Implement CDC
School Health Index– Establish Nutrition
Advisory Councils– Work with school
boards– Provide healthier
vending machine options and salad bars
– Establish healthy fundraising policies, classroom parties, and student rewards
EAT SMARTER, BE ACTIVE, GET HEALTHY CALIFORNIA
Inspiring Healthy Changes in Schools and Community Youth Organizations
• School gardens– Offer nutrition and
cooking lessons– Establish school
produce stands• Farm to school
– Serve locally grown produce
• Promote school meal participation
EAT SMARTER, BE ACTIVE, GET HEALTHY CALIFORNIA
Involving Retailers in the Solution• Cues to action/
merchandising/food demonstrations
• Add fresh fruits and vegetables to corner stores, such as “Friendly Market”
• Offer transportation to neighborhood grocery stores to those in need
• Establish more neighborhood grocery stores and farmers’ markets in areas where they are lacking
EAT SMARTER, BE ACTIVE, GET HEALTHY CALIFORNIA
Working with Faith-Based Organizations to Foster Healthy Communities
• 16 faith-based projects– 100% have health
ministries– 93% improved food
choices by serving more fruits and vegetables at church functions
– 53% limited access to soda
– 33% replaced soda with water and 100% juice in church vending machines
– One project advocated for and established a bicycle path in a low-income community
EAT SMARTER, BE ACTIVE, GET HEALTHY CALIFORNIA
Working with Faith-Based Organizations to Foster Healthy Communities
• East Oakland Faith Deliverance Center– Established a farmers’ market
in the church parking lot• Open April to November• Served over 4,500
customers in 2004• Accepts WIC coupons and
EBT– Advocated for the
establishment of Gazzali’s supermarket
• Gazzali’s has made a public commitment to maintain a large, high-quality, affordable produce department
EAT SMARTER, BE ACTIVE, GET HEALTHY CALIFORNIA
Empowering Employers and Employees to Create Healthy Worksites
• California Fit Business Award – conducted in
collaboration with the Legislature’s Task Force on Youth and Workplace Wellness
• American Apparel: A sweatshop free t-shirt manufacturer– One of seven award
winners in 2004
– Located in Los Angeles
– Employs 1,300, mostly in sewing jobs
EAT SMARTER, BE ACTIVE, GET HEALTHY CALIFORNIA
Empowering Employers and Employees to Create Healthy Worksites
• Why American Apparel is a healthy business– Offers subsidized healthy lunches, including daily
salads and fruit offerings– Provides an on-site health and wellness facility
• Drop-in health counseling, physical activity classes, and nutrition information
– Established a bicycle-lending program during the Los Angeles public transportation strike
– Offers low premiums on health benefits– Assists workers in applying for Healthy Families
insurance– Provides on-site massage therapists– Outcomes: Stable, loyal workforce, reduced
absenteeism, and substantially fewer turnovers than in the industry as a whole
EAT SMARTER, BE ACTIVE, GET HEALTHY CALIFORNIA
Working with the Media to Frame the Issue and Advocate for Healthy Communities
• Electronic, outdoor, and print advertising
• Interviews with television, radio, and print publications
• Letters to the editor
• Press conferences and other public relations events
• Web sites
EAT SMARTER, BE ACTIVE, GET HEALTHY CALIFORNIA
Acknowledgements• Funding agencies
– USDA Food Stamp Program– Preventive Health and Health
Services Block Grant of the Centers for Disease Control and Prevention
• Over 300 private- and public-sector partners
EAT SMARTER, BE ACTIVE, GET HEALTHY CALIFORNIA
For more information, contact
• Desiree Backman, California 5 a Day Campaign, [email protected]
• Tanya Garbolino, Children’s 5 a Day—Power Play! Campaign, [email protected]
• Mark Martin, Latino 5 a Day Campaign, [email protected]
• Valarie Scruggs, African American 5 a Day Campaign, [email protected]
• Sonia Kuar, 5 a Day Retail Program, [email protected]
• Jim Carman, 5 a Day—Be Active! Worksite Program, [email protected]
EAT SMARTER, BE ACTIVE, GET HEALTHY CALIFORNIA