BALANCING CHOICES for Nutrition

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BALANCING CHOICES for Nutrition
ActivityConnecting Youth, Industry, Schools and
Communities for Change.
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• A new organization at Penn State providing
  actionable strategies to build national capacity
  for multi-sector, multi-level partnerships that
  collectively advance nutrition and physical
  activity through systems change.

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• State coalition comprised of 500 multi-sector,
  multi-level members working collectively to
  support healthy eating and activity
• Representing media, government, healthcare,
  public health, education, industry, recreation,
  transportation, parents, and youth
• Established by the Pennsylvania Department of
  Health through a grant from the Centers for
  Disease Control Prevention Division of
  Nutrition and Physical Activity

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Objectives

• Discuss the nutrition environment for youth and
  families
• Explore marketing strategies as a tool for social
  change
• Learn about a new campaign to empower youth to
  improve nutrition and physical activity choices

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Institute of Medicine 2004
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The Social and PhysicalNutrition Environment
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Market Trends
Food Marketing to Children and Youth Threat or
Opportunity?, Institute of Medicine, 2005

• Growth in new food products targeted to kids has
  increased (52 products in 1994 to nearly 500
  introduced in 2004)
• Eighty to 97 of the food products aimed at
  children and teenagers are of poor nutritional
  quality
• The food industry spends an estimated 10 billion
  per year advertising food and beverages to
  children and youth in America

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• Children and youth
• Spend 200 billion annually on food and beverages
• Influence purchasing decisions of parents and
  caregivers

Food Marketing to Children and Youth Threat or
Opportunity? Institute of Medicine, 2005
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National School Nutrition Environment School
Health Policies and Programs Survey, CDC 2000

• Reported hours of Nutrition Education offered per
  year (by schools required to provide health
  education)
• Elementary 5 hours/ year
• Middle/Junior High 4 hours/ year
• Senior High 5 hours/ year

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Marketing Social Change

• Social Marketing looks beyond the control of
  individual choice and focuses on the
  intersections of individual, interpersonal,
  community and societal influences.

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Definition of Marketing -Am Marketing
Association, 2004

• Marketing is an organizational function and a set
  of processes for creating, communicating, and
  delivering VALUE to customers and for managing
  customer RELATIONSHIPS in ways that benefit the
  organization and its stakeholders.

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Commercial Marketing Advantage

• Resources and infrastructure to sell a product
• Sales force, established distribution channels,
  research and development, pricing history
• Defined marketplace and competitors
• Strong policy support through member associations
  and lobbyists

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Social Marketers

• Lack the resources and infrastructure of
  commercial marketers
• Need PARTNERS to help fill the gap

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Marketing Social Change

• Empowering Youth to
• Lead the Charge

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Formative Research

• Literature Review (studies, market research)
• Focus Groups among youth
• Interviews among teachers
• Observation at State Student Council Summit on
  Nutrition and Activity

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The What and How Engaging Youth in BALANCING
nutrition and activity choices
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Key Findings Literature Review

• Taste, convenience, variety, and affordability
  drive food choices.
• Healthy choices often lack variety and taste,
  are not available and tend to be expensive.

Steege Thomson Communications, 2006
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Key Findings Literature Review

• Knowledge DOES NOT Equal Behavior theres a
  difference between what young people know and
  what they do .
• They get whats healthy.

Steege Thomson Communications, 2006
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Key Findings Literature Review

• Young people respond to the idea that good
  nutrition provides the energy to do the things
  they want to do.
• Choices about food and physical activity are
  important.

Steege Thomson Communications, 2006
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Key Findings Focus Groups Interviews

• Need more practical education about how activity
  relates to nutrition choices.
• We just go to gym class, we dont even know why
  we do what we do. Same with nutrition
  educationsome coach hands out packets of
  information. I mean, we dont just start junior
  year with Algebra 2, we have had years leading up
  to it. Were prepared.

Steege Thomson Communications, 2006
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Key Findings Focus Groups Interviews

• Peer-to-peer interaction
• Recommended using older kids to talk to younger
  kids

Steege Thomson Communications, 2006
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Key FindingsFocus Groups Interviews

• Need incentives to get involved in events or
  activities (money, give-aways, recognition)
• Lets face it, teenagers are selfish. Financial
  incentives are good. And we love to get our
  pictures in the paper.

Steege Thomson Communications, 2006
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Important Themes for Balancing Nutrition
Physical Activity

• CHOICE
• Fun and/or Humor
• Recognition and Rewards

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Key Findings Literature Review

• 87 of youth ages 12 - 17 are online (24
  increase in 4 years)
• Teens live in a world enveloped by communications
  technologies the internet and cell phones have
  become a central force that fuels the rhythm of
  daily life.

Pew/Internet American Life Project, July 2005
Pew/Internet American Life Project, July 2005
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Key Findings Literature Review

• Junior High is the Tipping Point for Getting
  Connected.
• Reported internet usage
• 6th Grade 60
• 7th Grade 82
• 11th/12th Grade 94

Pew/Internet American Life Project, July 2005
Pew/Internet American Life Project, July 2005
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Key Findings Literature Review

• 57 of teens who use the internet are Content
  Creators
• Have created a blog or webpage, posted original
  artwork, photography, stories or videos online or
  remixed online content into their own new
  creations.

Pew/Internet American Life Project, July 2005
Pew/Internet American Life Project, July 2005
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Youth Leading the Charge BALANCING ENERGY
CHOICES
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• NRG also pronounced ENERGY (nr-j) n. 1. The
  ability or capacity to do work or to produce
  change. 2. Exertion of vigor or power

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What is NRG?

• An innovative cause campaign
• Targeted to youth age 12-18 years of age
• To promote and lead changes that support healthy
  eating and active lifestyles in schools an
  communities

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Its your thing

• It doesnt matter if youre on the school
  newspaper, football team, or math club, you can
  make food and fitness a part of your groups
  activities, like fundraisers, events, and
  contests. Or come up with something totally new,
  like talking to younger kids about healthy
  options or working to bring a bike trail to your
  community.
• NRG/Powered by Choice is your initiative, your
  chance to have your voice heard. To join in, you
  dont have to be on a diet, a jock, or totally
  obsessed with being healthy. Just be you.

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WHY NRG?

• Provides a positive outlet to channel thoughts,
  ideas, and energy into being part of healthy
  changes in schools and communities.
• Enables ownership through planned activities.
• Creates awareness about personal energy balance
  choices

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Where is NRG?

• NRG is part of existing SOCIAL NETWORKS
• in schools and communities.

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NRG in Schools and Communities

• Example of School-based Groups
• Student Press
• Student Council
• Key Club
• Varsity Club
• National Honors Society
• FCCLA
• FBLA

• Example of Community Groups
• 4H
• Scouts
• Boys and Girls Clubs
• Community Recreation Center Clubs

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NRG in Action
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NRG Activities

• In School
• (participating schools must select 2 of 3
  activities for grants and/or recognition)
• NRG media promotions (school news, morning
  announcement, posters, etc)
• NRG event or fundraiser to support a change
• NRG Role Model

• In Communities
• (participating community groups must select 2 of
  2 activities for grants and/or recognition)
• NRG media promotions
• (community poster campaign)
• NRG Community Event for youth families

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Own the Message

• Promote NRG in school media.
• Morning announcements
• School TV commercials
• School newspaper
• Poster campaign

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nrg networks can be content creators
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2. Make A Change

• Plan an NRG event or fundraiser. Select a
  healthy change for your school (e.g. healthy
  vending, new PE equipment). Raise money and
  awareness to make it a reality.

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3. Be an NRG Role Model

• Help plan a healthy event for elementary
  students.
• Events include Walk to (or at School Day), The
  Great PA Apple Crunch, Go for the Greens, Turn
  off the TV Week.

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The Perks.

• Sign-on to NRG at school or community sites and
  enter to win 1 of 10 Video iPods!
• Get NRG Posters and Magnets.
• Network. Meet cool people.
• Voice Your Choice. Be part of a Cause.
• Make an NRG Plan. Get iTunes. Apply for Money.
• Show-off your Creativity with Flickr, Garage Band
  and much more!
• Get recognized and rewarded for your work.

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NRG 2008-09

• Launch youth activism components
• Assessing school/ community environments
• Influencing decision makers

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Visit

• www.poweredbychoice.org

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How to Bring NRG to a location near you

• Today
• Complete NRG Interest Card
• Next Week
• Share information with state partners
• Next Month
• Plan to bring NRG close to home Fall 2007

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www.panaonline.org

• Allison Topper
• Executive Director
• Penn State Institute for Collective Advancement
  of Activity Nutrition (ICAAN)
• PA Advocates for Nutrition Activity (PANA)