food advertising and marketing to children: rwjf research roundtable iii ~ welcome!
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Food Advertising and Marketing to Children: RWJF Research Roundtable III ~ Welcome!
April 4-5, 2011
Academy for Education DevelopmentWashington, DC
Coordinated Approaches to Reducing Youth Exposure to Unhealthy Food Marketing
ADVOCACYADVOCACY
EVIDENCEEVIDENCE
ACTIONACTIONNational Policy and
Legal Analysis Network
Healthy Eating Research
Food Trust
Childhood Obesity Modeling Network
Save the Children
RWJF Center to Prevent Childhood Obesity
IOM Standing Committee
ChildObesity 180
African American Collaborative Obesity Network National Collaborative on
Childhood Obesity Research (NCCOR)
Communities Creating Healthy Environments
Leadership for Healthy Communities
Rudd Center for Food Policy and Obesity
Bridging the Gap
Hudson Institute
Salud America! Food Marketing Workgroup
Healthy Kids, Healthy Communities
The 4 P’s of Food Marketing
U.S. Children
Advertising/Promotion
Source: Sonia Grier and Shiriki Kumanyika
Price
Product/Packaging
Placement
Gov’t food assistance Programs,
Macro-Level
Societal and cultural norms
Home/ Family
Individual
Agriculture andeconomic policies, foodsubsidies
Food Industry action (product, packaging, pricing, placement)
Local health care
services/coverage
Local public healthprograms,policies, mediacampaigns
Point-of-purchase information, promotions in restaurants, convenience/grocery stores
Exposure to healthy and unhealthy foods and ads in schools , communities
Media andpublic educationcampaigns
Access to healthy/unhealthy foods in communities (grocery stores, corner stores,fast food, farmers markets)
National healthcarepolicy
Land use, zoning, business incentives
Federal policies (children’s food advertising, food labeling, Healthy & Hunger-Free Kids’ Act, Farm Bill)
Food advertising and marketing, industry regulation and self-regulation
Psychosocial• food norms, preferences• knowledge• attitudes • skills, supports• role models
Biological• age• gender• genes• physiology
Household environment and feeding practices,
incl. portion size
Parent/child care provider training and education
Individualized health careinterventions
Community and Organizational
Source: Orleans, 2007
Food price/taxes
BMI per Person
Target Population
DALYs Gross Cost
Net Cost
TV viewing 0.45 227,000 6,700 $54.6M -$2.1M
TV advertising 0.17 2.4 M 37000 $0.13M -$300M
Soft drinks 0.13 119,000 1,060 $3.3M -$5.2M
Family-based targeted program 1.7 5,800 2,700 $11M -$4.1M
Walking School Bus 0.03 16,000 30 $22.8M $22.6M
Targeted multi-faceted school-based 0.52 4,300 370 $0.56M -$0.08
Multi-faceted school-based +PE 1.1 115,000 8,000 $40.4M -$28.7M
Multi-faceted school-based –PE 0.31 115,000 1,600 $24.3M $11.2M
Active After-School 0.07 99,000 449 $40.3M $36.6M
Orlistat in adolescents 0.86 3,300 450 $6.4M $4.0M
Gastric Surgery (adolescents) 13.9 4,100 12,300 $130 M $55.0M
General practice counseling 0.25 9,700 511 $6.3M $3.0M
High Projected Population Impact – Projections from Australia
Source: Haby, Vos, Carter et al., 2006
Today’s Aims
• Review progress since 2005/6 IOM Report Food Marketing to Children and Youth and highlight new developments/cutting-edge research
• Prioritize research on children’s food marketing that will advance policies and practices to reduce youth exposure to unhealthy food marketing and activate the public, parents and youth – by 2015?!
• Outline ways to broaden our networking and collaboration across research, action and advocacy
Watershed
• Best bets (targets) for policies, practices, regulations or environmental changes able make a difference in children’s/adolescents’ food environments, norms, diets, health and BMI? reduce disparities/inequities in exposure to unhealthy food marketing? short- and long-term impact?
• Best opportunities and approaches in next 4 years (e.g., research, action, advocacy, communication, consumer engagement, strategic alliances)?
• feasible and politically viable actions at federal, state and local levels
• sufficient evidence, advocacy, potential to spur consumer demand/coalition action?
• “Game changers?” (def: Nike’s systematic approach to programming to increase movement worldwide)
• strategies that are relatively new, not well known or well exploited, powerful motivators, have high ROI, are relevant to large populations, are characterized by feedback loops, synergies, “win-win’s” and lend themselves to strategic alliances. (~ disruptive innovations?)
704/22/23
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