nutrition & food safety communications
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International Food Information Council (IFIC)International Food Information Council (IFIC)
Lauren Lauren VerduinVerduinSarah Sarah AlligoodAlligood, MPH, RD, MPH, RD
Kerry Robinson, RDKerry Robinson, RD
February 23February 23rdrd, 2009, 2009
Nutrition & Food Safety Communications
TodayToday’’s Agendas Agenda
What Is IFIC?What Is IFIC?
The Nutrition & Food Safety EnvironmentThe Nutrition & Food Safety Environment
What Are Consumers Saying? What Are Consumers Saying?
Developing Messages that ResonateDeveloping Messages that Resonate
How Communications are Changing How Communications are Changing
What Is IFIC?What Is IFIC?
International Food International Food Information Council (IFIC)Information Council (IFIC)
Mission:Mission:
To communicate scienceTo communicate science‐‐based based information on food safety and nutrition to information on food safety and nutrition to health and nutrition professionals, educators, health and nutrition professionals, educators, journalists, government officials and others journalists, government officials and others providing information to consumers.providing information to consumers.
Primarily supported by the food, beverage, and Primarily supported by the food, beverage, and agricultural industries.agricultural industries.
IFIC & IFIC Foundation PartnersIFIC & IFIC Foundation PartnersAmerican Academy of Allergy, Asthma and American Academy of Allergy, Asthma and ImmunologyImmunology
American Academy of Family Physicians American Academy of Family Physicians FoundationFoundation
American Academy of Pediatrics American Academy of Pediatrics
American Association of Diabetes Educators American Association of Diabetes Educators
American College of Obstetricians and American College of Obstetricians and GynecologistsGynecologists
American College of Sports MedicineAmerican College of Sports Medicine
The American Dietetic AssociationThe American Dietetic Association
Association of Women's Health, Obstetric, Association of Women's Health, Obstetric, and Neonatal Nurses and Neonatal Nurses
Centers for Disease Control and PreventionCenters for Disease Control and Prevention
Consumer Federation of AmericaConsumer Federation of America
The Food Allergy and Anaphylaxis Network The Food Allergy and Anaphylaxis Network
Food Marketing InstituteFood Marketing Institute
Harvard School of Public HealthHarvard School of Public Health
Institute of Food TechnologistsInstitute of Food Technologists
InterInter‐‐American Institute for Cooperation on American Institute for Cooperation on AgricultureAgriculture
International Consultative Group on Food International Consultative Group on Food IrradiationIrradiation
National Association of Pediatric Nurse National Association of Pediatric Nurse Associates and Practitioners Associates and Practitioners
National Center for Food Protection & DefenseNational Center for Food Protection & Defense
National Institutes of HealthNational Institutes of Health
National Policy and Resource Center on National Policy and Resource Center on Nutrition and Aging, Florida IntNutrition and Aging, Florida Int’’l Universityl University
PresidentPresident’’s Council on Physical Fitness and s Council on Physical Fitness and Sports Sports
School Nutrition AssociationSchool Nutrition Association
Scripps Clinic and Research Foundation Scripps Clinic and Research Foundation
U.S. Agency for International DevelopmentU.S. Agency for International Development
U.S. Department of AgricultureU.S. Department of Agriculture
U.S. Department of StateU.S. Department of State
U.S. Environmental Protection AgencyU.S. Environmental Protection Agency
U.S. Food and Drug AdministrationU.S. Food and Drug Administration
University of Illinois Functional Foods for University of Illinois Functional Foods for Health ProgramHealth Program
IFIC Foundation Web SiteIFIC Foundation Web SiteIn English and SpanishIn English and Spanish
ific.orgific.organdand
ific.orgific.org/sp/sp
IFIC FoundationIFIC Foundation’’s s Food InsightFood Insight
••Moving online!Moving online!
••45,000 circulation45,000 circulation
••7% international7% international
••6,000 media 6,000 media
IFIC Provides Helpful Communication IFIC Provides Helpful Communication MaterialsMaterials
Continuing Professional EducationContinuing Professional Education
Now available on Now available on IFIC.orgIFIC.org::2008 IFIC Foundation Food and Health Survey2008 IFIC Foundation Food and Health SurveyAll About CaffeineAll About CaffeineAll About Carbohydrates and HealthAll About Carbohydrates and HealthFood & Agricultural Biotechnology: Food & Agricultural Biotechnology: Health Impacts in Developing Nations Health Impacts in Developing Nations Food Biotechnology 101: A Primer on Food Biotechnology 101: A Primer on the Science & the Public Debatethe Science & the Public DebateFood Science Meets NutritionFood Science Meets NutritionNew Nutrition Conversation New Nutrition Conversation with Consumerswith ConsumersA New Nutrition Conversation with Consumers About Fats in FoodA New Nutrition Conversation with Consumers About Fats in FoodUnderstanding and Effectively Communicating Food andUnderstanding and Effectively Communicating Food and Nutrition Science: Nutrition Science: LeadingLeading Consumers to Better Health Consumers to Better Health Sugar AlcoholsSugar AlcoholsUnderstanding Food Allergy: A Primer for DietitiansUnderstanding Food Allergy: A Primer for DietitiansThe Lowdown on LowThe Lowdown on Low‐‐Calorie SweetenersCalorie Sweeteners
IFIC Explores Consumer InsightsIFIC Explores Consumer Insights
Consumer Research Consumer Research
–– Food & Health SurveyFood & Health Survey
–– Consumer Attitudes Toward Functional Foods/Food for Consumer Attitudes Toward Functional Foods/Food for HealthHealth
–– Food Biotechnology: A Study of U.S. Attitudinal TrendsFood Biotechnology: A Study of U.S. Attitudinal Trends
–– Qualitative Studies & Ethnographic ResearchQualitative Studies & Ethnographic Research
–– And moreAnd more……
www.ific.org/research
IFIC Foundation Food & Health SurveyIFIC Foundation Food & Health SurveyTrended ResearchTrended Research
2006
2007
http://ific.org2008
IFIC Foundation ProgramsIFIC Foundation ProgramsMedia ProgramMedia Program
20072007‐‐2009 IFIC Foundation Media Guide 2009 IFIC Foundation Media Guide on Food Safety & Nutritionon Food Safety & Nutrition
A resource guide with contact information A resource guide with contact information for more than 300 science experts and for more than 300 science experts and updated backgrounders and Webupdated backgrounders and Web‐‐based based resource lists, the resource lists, the 20072007‐‐2009 IFIC 2009 IFIC Foundation Media Guide on Food Safety Foundation Media Guide on Food Safety and Nutritionand Nutrition has been disseminated to has been disseminated to approximately 1,000 journalists and approximately 1,000 journalists and opinion leaders since its December 2006 opinion leaders since its December 2006 launch. launch.
Moving Online!Moving Online!
The Food Information Organization (FIO) Network
AFIC – AsiaAFGC – AustraliaCFIC – CanadaCLIA – Latin AmericaEUFIC – EuropeIFIC – USAJFIC – JapanNZNF – New Zealand
IFIC International RelationsIFIC International Relations
The Nutrition & Food Safety The Nutrition & Food Safety
EnvironmentEnvironment
Monitoring the EnvironmentMonitoring the Environment
Academic Research Academic Research
Government Actions Government Actions
Health Professional GroupsHealth Professional Groups
Media Coverage of IssuesMedia Coverage of Issues
New Media Sources New Media Sources –– blogs, blogs, vlogsvlogs, social networking sites, social networking sites
Advocacy Groups Advocacy Groups
Industry Innovations Industry Innovations
3%
5%
71%
18%
10%
2%
36%
Teacher/Instructor
Diet/Health Book
Labels on Products
Library/Reading
Friends/Family/Self
Medical Sources
Media
Top Sources of Health & Nutrition Information
IFIC 2007
Consumers Exposed to Confusing & Consumers Exposed to Confusing & Conflicting MessagesConflicting Messages
“Coffee raises miscarriage risk”
“No bones about it: Study firmly links obesity,
cancer”
“Extra Weight Won’t Raise Death Risk”
“Coffee May Reduce Stroke Risk”
0%
0%
24%
5%
36%
2%
2%
Teacher/Instructor
Diet/Health Book
Labels on Products
Library/Reading
Friends/Family/Self
Medical Sources
Media
Most Believable Sources of Health & Nutrition Information
IFIC 2007
Health Professionals are the Most Influential Sources of Information
6%
11%
10%
10%
13%
13%
13%
28%
17%
23%
23%
10%
13%
17%
28%
30%
34%
35%
32%
39%
42%
41%
28%
32%
37%
39%
41%
40%
42%
30%
35%
26%
30%
56%
44%
37%
23%
17%
14%
9%
8%
6%
11%
10%
Health professional
Dietitian
Health association
Food label
Internet article
TV news program
Magazine article
Government official
Newspaper
Product or company advertising
Radio news program
Not at all To a small extent To a moderate extent To a great extent
IFIC 2007
RDs Are Positioned to Communicate RDs Are Positioned to Communicate Credible Food and Health Information!Credible Food and Health Information!
Understand: Understand:
–– Consumer perceptions/knowledge/beliefsConsumer perceptions/knowledge/beliefs
Develop messages that resonateDevelop messages that resonate
Multiply credible & consistent messagesMultiply credible & consistent messages
Responsibilities of a CommunicatorResponsibilities of a Communicator
Enhance public understanding of diet and healthEnhance public understanding of diet and health
Use understandable languageUse understandable language
Disclose important facts Disclose important facts
Be clear about dietary risks and benefitsBe clear about dietary risks and benefits
Meet the needs of the mediaMeet the needs of the media
Communication Best PracticesCommunication Best Practices
Effective communication is an ongoing processEffective communication is an ongoing process
PrePre‐‐planning and preparednessplanning and preparedness
Form partnershipsForm partnerships
Listen to concernsListen to concerns
Be positive, honest, frank and openBe positive, honest, frank and open
Collaborate and coordinate with credible sourcesCollaborate and coordinate with credible sources
Meet the needs of media and remain accessibleMeet the needs of media and remain accessible
Accept uncertainty and ambiguityAccept uncertainty and ambiguity
Communicate with compassion, concern & empathyCommunicate with compassion, concern & empathy
Give the consumer actionable stepsGive the consumer actionable steps
What Are Consumers Saying?What Are Consumers Saying?
IFIC Foundation Food & Health Survey 2008
It’s Confusing Out There Video
IFIC Foundation Food & Health Survey 2008
Methodology
*Weighting is a widely accepted statistical technique that is used to ensure that the distribution of the sample reflects that of the population on key demographics. With any data collection method, even when the outgoing sample is balanced to the Census, some populations are more likely than others to respond.
↑ Significant increase from year indicated↓ Significant decrease from year indicated
IFIC Foundation Food & Health Survey 2008
Methodology Web Survey
Population Representative Sample of Americans Aged 18+
Data Collection Period February 21-March 11, 2008
Sample Size (Error)n=1,000 (+ 3.1 For 2008)(+ 4.4 Among 2008, 2007, 2006)
Data Weighting* Data Weighted on Age, Income, Education and Race
The Concept of the “Diet Disconnect”
IFIC Foundation Food & Health Survey 2008
While the majority are interested in food and health information, nearly
half feel it is confusing and conflicting.
9%
27%
25%
28%
67%
45%
Disagree Neither Disagree Nor Agree Agree
To what extent do you agree or disagree with the following statements regarding food and health information?
Reading or hearing about the relationship
between food and health is of interest to me
I feel that food and health information is
confusing and conflicting
2008 (n=1000)
Total does not add to 100 percent due to rounding
The 7 “Diet Disconnects” 1 - Food Safety
IFIC Foundation Food & Health Survey 2008
The majority of consumers are confident they can safely prepare food.
IFIC Foundation Food & Health Survey 2008
7% 12% 82%
Unconfident Neither Confident Nor Unconfident Confident
To what extent, if at all, do you feel confident that you know
how to safely prepare foods for yourself or your family?
2008 (n=1000)
IFIC Foundation Food & Health Survey 2008
Some consumer food safety practices do not match confidence.
IFIC Foundation Food & Health Survey 2008
Cook to requiredtemperature (such as 165
degrees F for poultry)
Use a food thermometerto check the doneness of
meat and poultry items
Which of the following actions do you perform regularly when cooking, preparing, and consuming food products?
2008 (n=1000)
76%
29%
IFIC Foundation Food & Health Survey 2008
Consumers implement some but not all microwave cooking practices.
Follow all the cookinginstructions
Check microwavewattage
Use a food thermometerto make sure the foodreaches the required
temperature
Which of the following actions do you perform regularly when preparing microwavable meals (e.g., frozen meals, pre-packaged meals that contain cooking instructions) at home?
2008 (n=1000)
79%
15%
7%
2 – Counting Calories
IFIC Foundation Food & Health Survey 2008
The majority of Americans have made changes to improve the healthfulness
of their diet in the past six months.
67% 33%2008
2008 (n=1000)
Over the past six months, have you made any changes in an effortto improve the healthfulness of your diet?
↑ Significant increase from year indicated↓ Significant decrease from year indicated
Yes No
↑’06 ↓’06
IFIC Foundation Food & Health Survey 2008
Losing weight (and improving health) is a top driver of dietary change.
Maintain my weight
Specific healthcondition
To improve myphysical health *
To improve myoverall well-being *
To lose weight
2008 (n=669)
For which of the following reasons, if any, are you trying to improve the healthfulness of your diet?
* Modification from 2006: “To improve my overall health” (69%) was changed to two items, including “To improve my overall well-being” and “To improve my physical health”.
↑ Significant increase from year indicated↓ Significant decrease from year indicated
↓’07/’06
↑’06 69%
69%
64%
34%
11%
IFIC Foundation Food & Health Survey 2008
The majority of Americans inaccurately estimate daily calorie needs.
29% 42% 15%2008
56 percent responded but estimated incorrectly.
↑’07 ↑’06
As far as you know, how many calories should a person of your age, weight, height, and physical activity consume per day?
(n=1000)
Unaware Underestimate OverestimateCORRECT ESTIMATE
↓’06
IFIC Foundation Food & Health Survey 2008↑ Significant increase from year indicated↓ Significant decrease from year indicated
14%
3 - Diet and Physical Activity
IFIC Foundation Food & Health Survey 2008
• 88 percent of Americans report being physically active for health benefits at least once a week.
• 44 percent of Americans who are active do not balance diet and physical activity to manage weight.
Americans’ Approach to Diet and Physical Activity
4 – Breakfast
IFIC Foundation Food & Health Survey 2008
The majority of Americans perceive breakfast to be “extremely important”
to an overall healthful diet.
25%
47%
37%
77%
29%
42%
46%
16%
Snacks
Dinner
Lunch
Breakfast
"5" Extremely Important "4" Somewhat Important
83%
92%
54%
89%
How important, if at all, are each of the following eating occasions to an overall healthful diet?
2008 (n=1000)
↑ Significant increase from year indicated↓ Significant decrease from year indicated
↑’07 ↓’07
IFIC Foundation Food & Health Survey 2008
Despite its perceived importance, less than half of Americans eat
breakfast everyday.
Dinner
Lunch
Breakfast
7 days
In general, how often do you eat each of the following (per week). . .
2008 (n=1000)
↑ Significant increase from year indicated↓ Significant decrease from year indicated
↑’07
46%
54%
82%
5 - Dietary Fats
IFIC Foundation Food & Health Survey 2008
13%
14%
19%
15%
68%
70%
Not Concerned Neither Concerned
Concern withamount of fat consumed
Concern with typeof fat consumed
2008 (n=1000)
Total does not add to 100 percent due to rounding
Consumers remain very concerned with amount and type of fats.
IFIC Foundation Food & Health Survey 2008
Many consumers do not understand that unsaturated fats are healthful.
2008 (n=778)
2008 (n=630)
2008 (n=714)
How would you rate the healthfulness of each of the following types of fat?
Monounsaturated fats
Polyunsaturated fats
Unsaturated fats*
↑ Significant increase from year indicated↓ Significant decrease from year indicated
↑’06
↑’06
*Added in 2008
23%
28%
37%
Percent Healthful
6 - Carbohydrates
IFIC Foundation Food & Health Survey 2008
Consumers remain concerned with amount and type of
carbohydrates consumed.
IFIC Foundation Food & Health Survey 2008
22%
21%
23%
27%
55%
52%
Not Concerned Neither Concerned
Concern with amountof carbs consumed
Concern with typeof carbs consumed
2008 (n=1000)↑ Significant increase from year indicated↓ Significant decrease from year indicated
↑’06
IFIC Foundation Food & Health Survey 2008
78%
77%
33%
5%
4%
27%
18%
19%
40%
(n=874)
(n=915)
(n=578)
More Less Neither
Complex carbs
Whole grains
Fiber
Consumers are trying to consume more fiber and whole grains.
IFIC Foundation Food & Health Survey 2008
↑’07 ↓’07
↓’07
↑’06
7- Foods and Beverages with Added Benefits
IFIC Foundation Food & Health Survey 2008
Majority Believe Foods & Beverages Provide Benefits; Fewer Consuming
To what extent do you agree or disagree that some specific foods or
beverages can provide the following benefits?
Percent Somewhat/Strongly Agree
2008 (n=1000)
1. Improve heart health 78% 40%
2. Improve energy or stamina 77% 38%
3. Improve digestive health 76% 37%
4. Improve mental performance 71% 29%
5. Improve immune system function 71% 31%
Percent Currently Consuming
↑’07
Please indicate your current or future interest in foods and beverages
that provide each of the following benefits:
IFIC Foundation Food & Health Survey 2008
50 percent or more are not currently consuming foods for their benefits,
but are interested in doing so.
Please indicate your current or future interest in foods and beverages that provide each of the following benefits:
2008 (n=1000)
Foods and Beverages with Added Benefits
Developing Messages that ResonateDeveloping Messages that Resonate
Creating ConsumerCreating Consumer‐‐Centered Centered MessagesMessages
Message Development Model
Source: Wirthlin Worldwide
Step 1: Define IssuesStep 1: Define Issues
What motivates your audience?What motivates your audience?
–– Qualitative ResearchQualitative ResearchFocus groupsFocus groups
Informal channelsInformal channels
–– PsychographicsPsychographicsFamily structure, interests and hobbies, preferred Family structure, interests and hobbies, preferred recreational activities, values, life goals, concerns, and recreational activities, values, life goals, concerns, and biases biases
Step 2: Develop Initial Message Step 2: Develop Initial Message ConceptsConcepts
Use information collected in STEP 1 to Use information collected in STEP 1 to identify:identify:
–– Specific actionsSpecific actions
–– Specific behaviorsSpecific behaviors
Develop positive messagingDevelop positive messaging
–– Empower consumers to make the changeEmpower consumers to make the change
Step 3: Assess Message ConceptsStep 3: Assess Message Concepts
Testing your messages: qualitative researchTesting your messages: qualitative research
What do initial messages mean to target What do initial messages mean to target audience?audience?
How do they react?How do they react?
Does the message motivate them?Does the message motivate them?
Does it fit in with their other values?Does it fit in with their other values?
Step 4: Fine Tune MessagesStep 4: Fine Tune Messages
Did the message resonate or Did the message resonate or ““miss the mark?miss the mark?””
Fine tuning may help make the message Fine tuning may help make the message resonate the second time aroundresonate the second time around
Step 5: Validate MessagesStep 5: Validate Messages
Does the message resonate with a larger Does the message resonate with a larger audience?audience?
–– Telephone questionnaires, surveys, informal Telephone questionnaires, surveys, informal conversationsconversations
Case Study: Breakfast Case Study: Breakfast
Diet Disconnect: Breakfast
• 92% of consumers feel that eating breakfast is either extremely or somewhat important
BUT
• Only 46% say they eat breakfast daily
2008 Food & Health Surveyn=1000
Top Reasons for Skipping Breakfast
[Breakfast Somewhat/Extremely Important but don't eat it every day] What prevents you from eating breakfast every day?)
59%
54%
24%
20%
15%
Not hungry right after I wake up
Not enough time
Is not convenient (e.g., food choices arenot portable or easily accessible)
Forget
Not sure what to eat
2008 (n=477)
2008 Food & Health Surveyn=447
Top Motivators for Eating Breakfast
[Don't eat Breakfast every day] Rank the top three benefits that would be most likely to motivate you to eat breakfast more often.
(n=541)
Percent Placing Benefit in Top Three Motivators
Increase physical energy 74%
Increase mental focus 59%
Maintain a healthy body weight 54%
Maintain good health (i.e., keep the heart healthy, bones strong)
43%
Improve the healthfulness of your overall diet 38%
You get through your morning without feeling hungry 24%
Bring families together 8%
2008 Food & Health Surveyn=541
International Food Information Council (IFIC) Foundation
MyPyramid Breakfast and Health Communications Program
Consumer Messaging Testing Research
2008
Conducted in partnership with:
Project Overview
• Goal: To test and refine messages aimed at improving perceptions and increasing consumption of breakfast foods and beverages
– Research Objectives:• Confirm current attitudes and perceptions toward
breakfast eating
• Refine messages that will assist consumers in understanding the benefits of eating breakfast regularly for adults and children
• Explore potential improvements in the communication of the benefits of eating breakfast to consumers
Methodology
First Discussion
Board –
Test initial messages
Research Team
Meeting –
Revise/Refinemessages
Second Discussion
Board –
Test refined messages
August 12-13, 2008
August 12-13, 2008
August 18-22, 2008
August 18-22, 2008
August 26-27, 2008
August 26-27, 2008
Audience: Consumers with at least one child age 12 and under, nationally recruited on a mix of gender, education, and ethnicity
Methodology: CoRe Boards™ - Two boards lasting two days each
Summary of Findings
• Stick to the basics
• Provide solutions
• Shorter is better, except when a barrier is involved
• Inconvenient = Lack of time
• Consumers love of a metabolism message
68
Statements least likely to impact breakfast behavior are those that are long and with terms that consumers consider vague or
inappropriate, such as wireless, conquer and jumpstart
Breakfast Can be Wireless Too, With All The New Portable Options“It makes no sense. Should I be looking for an antenna sticking out of my breakfast burrito?”
Breakfast: Eat It for Energy to Conquer Your Everyday Activities“I just can't get over the use of the word conquer.”
Eat the First Meal of the Day to Jumpstart Your Energy and Keep Weight Gain Away“Tries to throw too much into a single catch phrase.”
Least Compelling Consumer Breakfast and Health Messages
69
The messages that consumers found most compelling address mental focus, improved overall health, saving time, and flexibility
Breakfast is Fuel for School
Breakfast Boosts Brain Power
Breakfast Builds Better Bodies
Break for Breakfast: Take a Few Minutes to Fuel Up
Brown Bagging Breakfast: It’s Not Just for Lunch Anymore
You Don’t Have to Eat Breakfast Right Away, Eat it Within the First
Few Hours of Your Day
The Most Compelling Consumer Breakfast and Health Messages
• Tool Kit Components– IFIC Review: Breakfast and Health– IFIC Foundation Breakfast and Health Consumer
Message Testing Research Report – IFIC Foundation Food & Health Survey Breakfast
Research and a corresponding Consumer Videos– Printable Handout on the benefits of breakfast – Printable Tip sheet with breakfast ideas and recipes – Tips on working with the news media – Message development checklist – Turn-key media materials such as:
• Example Key Messages• Press Releases
MyPyramid Breakfast and Health Communicator's Tool Kit
http://www.ific.org/publications/other/breakfast.cfm
Message Development ExerciseMessage Development Exercise
What types of messages would you What types of messages would you develop based on the food safety develop based on the food safety ““diet diet disconnect?disconnect?””
–– Consumer food safety practices do not Consumer food safety practices do not match confidencematch confidence
Some consumer food safety practices Some consumer food safety practices do not match confidence.do not match confidence.
IFIC Foundation Food & Health Survey 2008
Cook to requiredtemperature (such as 165
degrees F for poultry)
Use a food thermometerto check the doneness ofmeat and poultry items
Which of the following actions do you perform regularly when cooking, preparing, and consuming food products?
2008 (n=1000)
76%
29%
How Communications are How Communications are ChangingChanging
Changes in media relationsChanges in media relations
Rise in the number of topics reaching the Rise in the number of topics reaching the public forumpublic forum
Increase in the range of players in the Increase in the range of players in the communications processcommunications process
Dramatic change in communication Dramatic change in communication technologytechnology
News consumers trustNews consumers trust
Edelman Trust Barometer 2008
People consumers trust?People consumers trust?
0%
10%
20%
30%
40%
50%
60%
70%
A Person LikeYourself
Academic Doctor/HealthCare Specialist
Non-Proft/NGORepresentative
Blogger
2003
2004
2005
2006
2007
2008
Edelman Trust Barometer 2008
Traditional mediaTraditional media
NewspapersNewspapers
LongLong‐‐lead magazineslead magazines
BroadcastBroadcast
–– TelevisionTelevision
–– RadioRadio
Social Networking SitesSocial Networking Sites
BlogsBlogs
Video Sharing and PodcastsVideo Sharing and Podcasts
New mediaNew media
Social networking sitesSocial networking sites
WebWeb‐‐based services that allow users to build based services that allow users to build online communities of people who share online communities of people who share interests and activities, or who are interested interests and activities, or who are interested in exploring the interests and activities of in exploring the interests and activities of others.others.
–– Users create profiles to share their personal Users create profiles to share their personal information, photos, and interestsinformation, photos, and interests
–– Users interact with one another through a variety Users interact with one another through a variety of methods of methods
Most popular Most popular social networking sitessocial networking sites
MySpace (236 million users) MySpace (236 million users)
Facebook (80 million users)Facebook (80 million users)
Linked In (23 million users)Linked In (23 million users)
BlogsBlogs
Online journal, usually maintained by an Online journal, usually maintained by an individual, with regular entries of individual, with regular entries of commentary, descriptions of events, or other commentary, descriptions of events, or other material such as graphics or videomaterial such as graphics or video
–– Provide commentary on current eventsProvide commentary on current events
–– React to issues covered in the mediaReact to issues covered in the media
–– Forum to ask questionsForum to ask questions
–– Chronicle personal experiencesChronicle personal experiences
Popular nutrition Popular nutrition and health blogsand health blogs
““Hungry GirlHungry Girl””
““Diabetes BlogDiabetes Blog””
““3 Fat Chicks3 Fat Chicks””
““EthicureanEthicurean””
Interaction between old Interaction between old and new mediaand new media
Newspapers, Magazines, and
Television
Blogs and Online Videos
Video sharing and podcastsVideo sharing and podcasts
Web site where users can upload, view and share Web site where users can upload, view and share video clipsvideo clips
–– Most popular videos are humorous, surprising, or Most popular videos are humorous, surprising, or illustrate how to do somethingillustrate how to do something
DigitalDigital‐‐media files distributed over the Internet media files distributed over the Internet using syndication feeds for playback on portable using syndication feeds for playback on portable media players and computersmedia players and computers
–– Broadcasts onBroadcasts on‐‐thethe‐‐gogo
–– School lessons to goSchool lessons to go
Examples of video Examples of video sharing sitessharing sites
YouTube YouTube
Monkeysee.comMonkeysee.com
Google Video Google Video
How to use new media at a How to use new media at a community levelcommunity level
Lead informationLead information‐‐seeking consumers to your seeking consumers to your resourcesresources
Provide credible information to Provide credible information to ““message message multipliersmultipliers””
Support individuals or groups as they strive to Support individuals or groups as they strive to change behaviorchange behavior
IFIC & Social MediaIFIC & Social Media
GoGo--To Source for Food Safety and NutritionTo Source for Food Safety and Nutrition……IFIC Partners With Monkeysee.comIFIC Partners With Monkeysee.com
Monkey See Topic Featuring:
Safe food Handling Christine Bruhn*
Help Your Diet Survive the Office
Wendy Reinhardt Kapsak*
Eat More than You Think and Not Gain Weight
Liz Rahavi*
Nutrition Secrets Sarah Alligood*
Microwave Safety Sue Snider*
All About Food Allergy Bob Gravani*
Christine Bruhn Video: 9,000+ views
* Currently posted to MonkeySee.com and IFIC.org
GoGo--To Source for Food Safety and NutritionTo Source for Food Safety and Nutrition……““Do I Have to Eliminate Certain Foods from My Do I Have to Eliminate Certain Foods from My
DietDiet””
Sarah Alligood, MPH, RD, Program Coordinator, IFIC
IFICIFIC’’s s ““WhatWhat’’s for Lunch?s for Lunch?”” on on MySpaceMySpace
An entertaining look An entertaining look at some of the at some of the issues related to the issues related to the ways food is grown! ways food is grown!
Posted to YouTube, Posted to YouTube, Facebook, MySpace Facebook, MySpace and IFIC.org and IFIC.org
Food and HealthFood and Health
http://www.ific.org/research/2008fandhsurvehttp://www.ific.org/research/2008fandhsurveywebcast.cfmywebcast.cfm
Ask An ExpertAsk An Expert VideosVideos In DevelopmentIn Development
Monitoring the blogosphere Monitoring the blogosphere
YouTube channelYouTube channel
TweetingTweeting
WebWeb‐‐site resite re‐‐design design
Food InsightFood Insight OnlineOnline
Questions?Questions?
Lauren Verduin: Lauren Verduin: verduin@ific.orgverduin@ific.org
Sarah Alligood: Sarah Alligood: alligood@ific.orgalligood@ific.org
Kerry Robinson: Kerry Robinson: robinson@ific.orgrobinson@ific.org
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