obesity prevention & control in new york city: the practice of policy & environmental...
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Obesity Prevention & Control in
New York City:
The Practice of Policy & Environmental Changes to Address
ObesityGretchen Van Wye, PhD, MA
Deputy Director – Chronic Disease PreventionNew York City Department of Health and Mental
Hygiene
Yale Alumni DayJune 1, 2012
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Overview of NYC
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New York City• 8.4 Million residents• 5 boroughs• Many neighborhoods• Ethnically diverse
35% White 27% Hispanic 24% Black 36% Foreign-born
• 21% live in poverty• 1.8 million receive
Supplemental Nutrition Assistance Program (SNAP)
Staten Island
Manhattan
Queens
Bronx
Brooklyn
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The Problem
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57% of adults overall and 70% of adults in high-need areas are overweight or obese
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How DOHMH Is Addressing Health
• Citywide policies Menu labeling, SNAP proposal, proposed sugar-
sweetened beverage tax
• System-level and sector-based interventions Food procurement, public schools initiatives, Primary
Care Information Project monitoring of BMI, BP, Cholesterol
• Neighborhood-based approaches District public health offices in high-need neighborhoods Bodega work, farmers markets, FRESH, etc. Use of targeted media
• High-impact evidence based interventions
• Take Care New York 2012
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Food StandardsCity Agencies•Goal: Strengthen implementation of food procurement standards in NYC agencies and support implementation of beverage vending standards
•Impact: Affects over 260 million meals and snacks served by NYC agencies each year (800,000/day through the DOE) and 4000+ vending machines
•Activities: Intensive support Meetings with key stakeholders to activate process RD support on meeting all nutrition standards (e.g. trans fat,
sodium) Integration of standards into contracts Compliance assessment
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“Move to Improve”Goal: Support compliance with statewide physical education policy by facilitating system-wide adoption of in-class K-5 physical education by training faculty and staff
Impact: Trained 4,854 elementary school staff across over 500 schools reaching over 200,000 students
Activities:•Developed curriculum•Conducted three phases of evaluation:
Observational evaluation of K-3 program
Accelerometer-based evaluation of K-3 program
Observational evaluation of 4&5 program
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Active Design GuidelinesGoal: Facilitate adoption of elements of the NYC Active Design Guidelines (ADGs) by 1,000 architects, designers, planners, developers, building owners, and managers
Impact: Citywide 8.4M New Yorkers
Activities: •Over 15,000 copies of the Active Design Guidelines (ADGs) distributed since 2010•Over 2,200 built environment professionals (architects, planners, etc.) received training to incorporate activity promoting features into their design
>85% report plans to use strategies in future projects•5 planning/design schools included ADGs in their curriculum
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Food Retail in High-need Neighborhoods
Impact: 2.7M residents of food desert neighborhoods
Activities: •402 bodegas compliant with NYS WIC policies or promote WIC-approved items•50 grocery stores participated in a 6-8 week intensive program to support placement, quality and attractiveness of produce•516 green carts have been issued since 2008•66 Farmers’ Markets actively collaborate with DOHMH to provide in high-need neighborhoods.
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Media Campaigns
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Pouring on the Pounds Campaign
Goal: Develop and place media campaigns to increase awareness that sugar-sweetened beverage consumption is harmful to health
Impact: All of NYC residents (~8.4M), particularly those populations more likely to consume sugary drinks
Activities: May 2012: “Man Drinking Fat” on television August 2010: “Little Sugar” Pouring on the Pounds refresher
subway ads October 2010: Man Eating Sugar YouTube video launches and
is now part of the CDC’s national TV buy January 2011: Big Sugar #1 launched (subway half brand and
TV commercial) October 2011: Big Sugar #2 launched on Food Day 2011
(included subway, print and TV commercial) “Eating Healthy NYC” Facebook page and Twitter page
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Pouring On The Pounds: Man Drinking Fat
• The “Pouring on the Pounds’ – Man Drinking Fat” video was first posted on YouTube in Fall 2009 and then ran on TV for 1 week in May 2010.
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Pouring On The Pounds: Man Drinking Fat Video
• Over 929,000 views on YouTube• http://www.youtube.com/watch?v=-F4t8zL6F0c
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Media Campaigns: Sugary DrinksAugust 2010: “Little Sugar” Pouring on the Pounds refresher subway ads
October 2010: Man Eating Sugar YouTube video launches*
*Now part of CDC’s national TV buy
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“Man Eating Sugar” YouTube Video
• Over 242,000 views on YouTube since being posted on 10/5/10• http://www.youtube.com/watch?v=62JMfv0tf3Q
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Media Campaigns: Sugary Drinks
January 2011:Big Sugar #1Subway half brand car and TV commercial
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Big Sugar #1 TV
• Over 315,000 views on YouTube• http://www.youtube.com/watch?v=hF8X
nU4L33U&feature=player_profilepage
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Media Campaigns: Sugary Drinks
October 2011: Big Sugar #2Subway, print and TV commercial launched on Food Day
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Big Sugar #2: 50 Pounds of Sugar
• Over 8,000 views on YouTube• http://www.youtube.com/user/drinkingsugar#p/u/1/wWtuNexxOjM
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“Man Walking” YouTube Video
• Over 40,000 views on YouTube• http://youtu.be/jxfu-SVK6OA
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Media Campaigns: Portion Size
January 2012: “Portions Have Grown” ads and Healthy Eating Packet
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Earned Media of All Campaigns
• Pouring on the Pounds: We tracked over 313 earned media mentions since 2010
• Portions Campaign (January 2012): We tracked over 145 earned media mentions
• Additionally, there were over 483M Unique Visitors per month (UVPM) to websites about this campaign
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Thank you!
Gretchen Van Wye, PhD, MADeputy Director – Chronic Disease PreventionNew York City Department of Health & Mental