wilson -- cm briefing presentation efnep 3-11-09.ppt...discussions, in anticipatory guidance and...

MessagesMessages

An Overview:An Overview: The Process and PracticalThe Process and Practical Applications for Practice

Judy F. Wilson, RD, MSPHSenior Nutrition Advisor

2009 N ti l EFNEP C di t ’ M ti

Overview of the FNS Core Messages March 11, 2009

2009 National EFNEP Coordinator’ Meeting

Goal

Provide and overview of core messagesProvide and overview of core messages, supporting content and guidanceEncourage you to take a closer look atEncourage you to take a closer look at these resources on our web pagesEli it t i tti thElicit your support in putting the messages and related content into practiceShare what we are considering for next steps


WHAT ARE THE FNS COREWHAT ARE THE FNS CORE NUTRITION MESSAGES?

…a set of actions designed to assist mothers and children in adopting mothers and children in adopting specific diet-related behaviors


h d d h ?Why do we need them?Programs reach millions of low‐incomePrograms reach millions of low income

Nutrition educators can speak with one voice and promote uniform dietary behaviorsand promote uniform dietary behaviors

Many State and local Programs often do not h d l dhave resources to develop and test messages.


Core Messages Allow us to make a bigger impact together!

Core messages and related tips are consumer tested

Support nutrition education priorities and policies

Support national and USDA goals (HP2010)


Target AudiencesLow-Income Moms ofLow Income Moms of Preschool Children

Low-Income Moms of Elementary School Kids ( 6-10 year-olds)

Overview of the FNS Core Messages March 11, 2009Kids 8-10 years old.

Key Behaviorsy

Moms and kids eat recommended amounts of fruits and vegetables

Moms eat and prepare foods with their 2‐5 yrs old kids more often.

Moms allow their 2‐5 yrs olds to d id h h d h hdecide whether and how much to eat

Kid d dKids consume recommended amounts of milk & milk products, selecting primarily low‐ and fat‐


selecting primarily low and fatfree options.

FNS Core Nutrition

Guidebook‐Maximizing the Message: Helping Moms and Kids Make Healthier Food Choices

16 Core Messages16 Core Messages

7 for moms of preschoolers

4 for moms of 6‐10 yr old kidsy

5 for 8‐10 yrs old kids

Supporting Content on 3 Topics

Research Findings

Implementation & Evaluation Guidance


About the Supporting Content…About the Supporting Content…

Narratives (Mom Stories) Bulleted Tips and RecipesNarratives (Mom Stories), Bulleted Tips, and RecipesTopics:

Role ModelingRole ModelingCooking and Eating TogetherMaking Fruits and Vegetables Available andMaking Fruits and Vegetables Available and Accessible at Home

Can be used in print materials for classroomCan be used in print materials, for classroom discussions, in anticipatory guidance and more.


Messages for Mothers of Messages for Mothers of PreschoolersPreschoolersPreschoolersPreschoolersMessages on:Messages on:

Role Modeling-Eating Fruits and VegetablesCooking and Eating TogetherLetting Children Serve Themselvese se esOffering New Foods


Messages for Mothers of Elementary School Age ChildrenElementary School Age Children

Availability and AccessibilityAvailability and Accessibility

FruitsFruitsVegetablesLow-fat/Fat-free MilkLow-fat/Fat-free Milk


Messages for 8 to 10 Year Old Messages for 8 to 10 Year Old ChildrenChildrenChildrenChildren

Promoting consumption of:consumption of:

Fruits and VegetablesLow-fat/Fat-free Milk


Lessons Learned from Focus Groupsp

Formative ResearchFormative Research


30 Focus Groups-SchedulepPhase 1: Rochester, NY; Baltimore, MD; Dallas, TX D

Formative Mom Groups (6)

Formative Kid Groups (6)

Decem

ber

Phase 2: Los Angeles, CA; Chicago, IL; Birmingham, AL

Evaluative Mom Groups (6)

r ‘07M

a

Evaluative Kid Groups (6)

More Formative Groups on DFR with Moms of Preschoolers (3)

ay/June ‘0

Phase 3: Raleigh, NC; Tampa, FL; San Antonio, TX

08July

Overview of the FNS Core Messages March 11, 2009Evaluative Groups on DFR with Moms of Preschoolers (3)

y ‘08

Focus Groupsp

18 focus groups for Moms18 focus groups for Moms Mothers of Preschoolers: 12 groups Mothers of Elementary School-Age Children: 6 groupsgroups90-minutes5-8 mothers per group

12 groups for Children73 children total

45 i t45 minutes 6-7 children per group


Mom Participants: DemographicCharacteristics (N=140)Characteristics (N=140)

# of MomsRace/Ethnicity

Black or African American 61White or Caucasian 44Hispanic 33Hispanic 33Other 2

Level of Formal EducationHigh school or less 50S ll 75Some college 75College graduate 15

EmploymentNot employed 57p yEmployed part time 31Employed full time 52

Participate in WIC, Free/Reduced Lunch, Food StampsWIC 41


WIC 41Free/Reduced Lunch 40Food Stamps 65None 49

Moms Groups: General Findings

Emphasize mothers’ roles as teachersEmphasize mothers roles as teachersEncourage nourishment of children’s self esteem development and growingself esteem, development and growing independenceC id ’ h ti h d l d

Helping

Consider moms’ hectic schedules and concerns about time

Teach

Helping children be

independentLearnPatienceFamily


Teach PatienceTime

Messages for ChildrenMessages for ChildrenMost popular:

Eat smart to play hardRocket shipSuper hero

Components of well received messages:Components of well-received messages:FunCreative but applicable to kids’ livesCreative but applicable to kids livesSimple


Messages for ChildrenMessages for ChildrenLess popular:Less popular:

More direct messages Messages where fruits veggies or low-fatMessages where fruits, veggies or low fat milk were the pay-offMessages /concept statements promotingMessages /concept statements promoting “asking behaviors”

• “Remind mom which veggies are your faves, then she will know to offer them at dinner ”to offer them at dinner.

• “Use your kid power. Help mom choose the fruits and vegetables you like from a rainbow of colors.”

• “Make mine low-fat milk!”


• Make mine low-fat milk!

Role Model ‐Message They take their lead f Eatlead from you. Eat

fruits and veggies

and your kids will tootoo.

“My 3 year old picks up on so much She loves toon so much. She loves to copy what I do. Sometimes she will ask for a food she saw me eat. And I didn’t even k h t hi


know she was watching me.”

“I see my daughter peeping around the corneraround the corner

seeing what [I’m] eating and running in and saying,

‘I want some I want some ’”I want some, I want some.Mom


Cook Together. Eat Together. Talk Together. Talk Together.

Make Mealtime A Family TimeFamily Time.


Patience Works Better than Better than Pressure.

Offer your children new foods Then let them choose foods. Then, let them choose how much to eat.

Kids are more likely to yenjoy a food when eating it is their own choice. It also helps them learn to be pindependent.

DFR Moms of Preschoolers Message 3

They’re still still

growing. Help your kids grow kids grow

strong. S f tServe fat-

free or flow-fat milk at milk at meals.

Availability, Accessibility MessageUsage Idea: Parent Handout

They’re still ygrowing. . .

Help your kids grow strong.

Serve fat‐free or low fat milk at


meals.

When they come h h home hungry,

have fruits and veggies ready to

eateat…“I’m hungry.” That’s the first thing my kids say when the g y g y ycome through the door. I need something to feed the –fast. I found that when I put fruit and vegetables in a place

Availability/Accessibility Concept: Message 2

where my kids can see them‐they eat them…

Message 1: 8 to 10 Year Old

Eat Smart to Play Hard. Drink milk at meals.Message 1: 8 to 10 Year Old

Children

Sometimes, new foods take time.

Kids don’t always take to new foods rightto new foods right away. Offer new fruits and veggies manyand veggies many times. Given them a taste at first and betaste at first and be patient with them.

Overview of the FNS Core Messages March 11, 2009Sample Message for Moms of Preschoolers‐ Discussion opener

Want your kids to reach for a healthy snack? Make sure fruits and veggies are in reach.Make sure fruits and veggies are in reach.

Kids love to dip fresh veggies in low fatveggies in low fat dressing. Cut up veggies. Store them near the dip on a low shelf in theon a low shelf in the fridge.

Dip Recipes Take OneDip Recipes –Take One

Swap Sli

Princess Slime

Honey

Dip

Avocado


Bulletin Board Idea Availability/Accessibility Sample Message:

Mustard Dip

“Wh t t t it it’ll“When you try to eat it, it’ll make you stronger, andmake you stronger, and

then you can be like a super h d hhero and have more

energy.”energy.

-Girl Chicago-Girl, Chicago


Practical Applications: R t f th SEROReports from the SERO

Mississippi Band of Choctaw Indians will use the coreMississippi Band of Choctaw Indians will use the core messages in Bulletin Board Display in high visibility areasAlabama WIC printed messages on January 2009 Food Instruments contains "They learn from watching you EatInstruments contains They learn from watching you. Eat fruits and vegetables and your children will too!“CACFP in Florida is using Role Modeling & DFR messages as part of nutrition workshopsmessages as part of nutrition workshops.FA WIC is using Guide as a resource for the Division’s strategic plan strategy: “Develop and Utilize Consistent Health Messaging” & for their interagency “ResourceHealth Messaging & for their interagency Resource Manual”


WebsiteWebsite

Download the Guide

Find

Learn about T i i

Find Resources

TrainingsIdeas from the Field

Coming Soon!Share your y

strategies with us


W bi St t P tWebinars State PartnersPresentations at NWA/SNE/ADA etc.Collect and share strategies from the fieldCollect and share strategies from the fieldPut materials/ides on web pagesShare promising practicesp g pSolicit your help in disseminating the messages Seek support for developing new messages

DFRWhole GrainsSupporting content for other messages


Supporting content for other messages

Summaryy

Maximizing the Message is for nutritionMaximizing the Message-is for nutrition educatorsM d ti t t t tMessages and supporting content target moms and young childrenThe messages can enhance current education by reaching more people, connecting our individual efforts, and Helping us to ‘Speak with one Voice’


p g p

For more information visit our web pages at:For more information visit our web pages at:http://www.fns.usda.gov/fns/corenutritionmessages/default.htm


wilson -- cm briefing presentation efnep 3-11-09.ppt...discussions, in anticipatory guidance and...

Documents