Country CaseStudies and Programme Innovations

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Country Case-StudiesandProgramme Innovations

• January 9th 2002
• 5 A Day in Europe-Workshop
• Berlin

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Programme
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5 A Day StrategiesAvailability, Networking,
Lobbying and Documentation

• Morten Strunge Meyer
• Danish Cancer Society, Copenhagen
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• 5 A Day in Europe-Workshop, Berlin, January 9th
  2002

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Our ultimate goal

• People should eat more fruits and vegetables

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How to reach our goal
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Aware-nessbuilder
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Awareness
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Intake
2001 is 10-11 higher than 1999 and 2000
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Campaigning strategies

• Hear or see your message
• Understand your message
• Weigh pro and con
• Build an intention to change behaviour
• 1. Make it practically possible
• 2. Change behaviour (eat more)

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Availability at home
Snacks and timing
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Home delivery project

• Upcoming project
• Will intake increase?

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Availability in Schools
4 schools - 1800 pupils 45 subscribers in 0
-3th grade
Daily intake of fruit (servings per day)
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Availability in Schools

• Activities continue after project ends
• Private partners are now building a business
• Political forum is being created
• Increased political awareness

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Availability at Worksites

• Ongoing study
• How can availability of fruits at worksites be
  increased
• Measuring changes in intake

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Availability at Worksites

• Now more than 10 specialized companies
• 1000 worksite subscribe today
• Focus on lobbying
• Building a network

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Agenda for this presentation

• Availability
• Lobbying
• Networking
• Documentation

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Lobbying ABC

• A. Agree on a goal
• B. Timing
• C. Do it
• Use your networks
• Media
• Meetings
• Letters
• Phonecalls

Extremely difficult
Very easy
Easy
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Agenda

• Availability
• Lobbying
• Networking
• Documentation

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School Fruit Day
November 13th 2001 4662 volunteers handing an
apple to 537.405 kids out of 600.000 kids
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Ease of change
Target group has a solution
Health experts present a solution
Target group feels a need
Health experts see a need
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5 reasons for networking

• Quality
• Volume
• Power of existing networks
• Distributed and shared ownership
• Sustainability
• You dont get to decide everything

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Agenda

• Availability
• Lobbying
• Networking
• Documentation

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We have to do better

• Evaluate our efforts
• Share experience
• Use experience

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Mens intake
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Health/Taste Target groups
Taste
Health
Politicians Networks Gatekeepers
Individuals
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Health economics
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New Book

• www.5aday.gov/pdf/masimaxmonograph.pdf

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www.5aday.com/intl
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International 5 A Day Symposium 2003

• January 14 15, 2003
• Berlin, Germany
• Lets meet again next year!

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The End
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Programme