Shape Up America!Prepared for

FDA Meeting 10-23-03

Barbara J. Moore, Ph.D.President and CEO, Shape Up America!

www.shapeup.org

barbara.moore@att.net

Topics to be Covered

• Founding of Shape Up America!

• Mission

• Targets of the campaign

• Impact

• Summary

Shape Up America! grew out ofthe Healthy People Campaign

• C. Everett Koop, M.D., Sc.D. – U.S. Surgeon General, 1981-1989

• Shape Up America! founded in 1994

Mission of Shape Up America!

• To raise awareness of obesity as a health issue (vs. cosmetic issue)

• To provide responsible information on weight management to – The Public– Health Care Professionals– Educators (The Media)– Policymakers (Government/Employers)

On Your Way To Fitness

• Distributed more than 5 million copies to the public (800#, etc.)

• Donated 5000 copies to the Diabetes Prevention Program (DPP)

• Weight Loss Accomplished in all three arms of the DPP

Know Your BMI Campaign

• In 1995 – journalists refused to use the term – talked only about “weight”

• Body Mass Index or BMI is now a term in common usage by the public, the media and the health professional community

Guidance for Treatment of Adult Obesity (1996 first edition)

• Evidence based (quality ranked)• Comprehensive – all comorbidities; all

treatment modalities• Distributed >200,000 copies 1996-1998• 3rd edition distributed via Medical School

Lecture Tour 2002 (24 institutions)

The Media

• PSAs on overweight, physical activity, know your BMI -- TV and radio stations across the nation (1996-2001)

• Held 6 press conferences in New York City and Washington DC (1996-2001)

• Developed press releases and evergreen pieces for print media

• Spent $4.5 million – messages reached 40 million households

The Public

• Website (www.shapeup.org) 60,000 to 220,000 visitors per month

• Self reported positive behavioral change in 58% of respondents (n=3200) to our user survey

“Diabesity®” Initiative

•2001 national conference exploring the explosion of pediatric and adult type 2 diabetes and obesity

•Second conference to be convened at Rutgers University on November 21 – 22, 2003 (researchers and health care profs)

Childhood Obesity

• International conference on childhood obesity Washington DC on Dec. 8, 2003

• Focusing on pregnancy, parenting and very early childhood factors

• Proceedings to be published and disseminated (2004 - 2005)

CONCLUSION

• Shape Up America! is well established and trusted as a brand

• It is able to garner media attention and “educate” consumers and HCP’s in a variety of ways

• We welcome partnerships to leverage communication of obesity, health and fitness messages

Shape Up America!

www.shapeup.org