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Who is feeding our children?

Who is feeding our children?. A glimpse into the role of food marketing and the childhood obesity epidemic in Washtenaw County, Michigan. Adult Obesity Trends Nationwide.

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Who is feeding our children?

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  1. Who is feeding our children? A glimpse into the role of food marketing and the childhood obesity epidemic in Washtenaw County, Michigan

  2. Adult Obesity Trends Nationwide National Center for Chronic Disease Prevention & Health Promotion Behavioral Risk Factor Surveillance System available at: http://apps.nccd.cdc.gov/brfss/Trends/TrendData.asp

  3. Child Obesity Trends Nationwide • 31% of American children are at risk for becoming overweight or are overweight. • The number of children who are overweight has tripled since 19801. • In 1978, the Federal Trade Commission (FTC) proposed a rulemaking process that would either restrict or ban advertising to young children. • Congress barred any advertising rule process which infringed on First Amendment Rights, and the FTC terminated the rulemaking process in 19812.

  4. Child Advertising Trends Nationwide • FTC’s 2007 research just out • Children between 2-11 years old saw ~5,500 food ads in 2004. • 9% decrease from 1977, when children watched 6,100 • ½ of the food advertising children saw in 2004 was during kids shows. • 2X the level of 1977 The Associated Press. (2007, June 1). Junk food ads increasing on kids’ shows: Children saw twice as many spots during programming in 2004 than 1977. MSNBC.com. Retrieved June 10, 2007, from http://www.msnbc.msn.com/id/1898923.

  5. Adult Obesity Trends in Michigan National Center for Chronic Disease Prevention & Health Promotion Behavioral Risk Factor Surveillance System available at: http://apps.nccd.cdc.gov/brfss/Trends/TrendData.asp

  6. Child Obesity Trends in Michigan • Michigan rates of dietary behaviors for older children are similar to U.S. rates. • Youth Risk Behavior Survey, 2001 • 13% of Michigan high school students were at risk for becoming overweight*, compared to 14% nationally. • 11% were overweight* compared to 10% nationally. *Overweight is the word used with children, instead of obese Michigan Surgeon General’s Health Status Report. Healthy Michigan 2010, April 8, 2004

  7. 2005 HIP Survey Adult Obesity Rates for Washtenaw County

  8. 2005 HIP Survey Child Obesity Rates for Washtenaw County % n

  9. Causes of Child ObesityIt gets complicated!Figure adapted from Figure 1-1 Influences on the diets and related health outcomes of children and youth. Institute of Medicine. Food Marketing to Children and Youth: Threat or Opportunity? 2007 ` Marketing Product, Place, Price and Promotion Individual and Developmental Factors Genetics and Biology Family and Home Cultures and Values Diet and Physical Activity School and Peers Economic Factors Health Outcomes for Children and Youth Public Policies Production, Distribution and Promotion Neighborhood and Community

  10. Causes of Child Obesity • Food marketing and consumer socialization targeted toward children • Food packaging and portion sizes • Food as entertainment ?

  11. Food Marketing Targeted Toward Young Children

  12. Food Marketing Targeted Toward Adolescents and Teens

  13. Food Marketing Targeted Toward Parents – Has Normalized a Junk Food Culture “My child just won’t eat anything but McDonald’s french fries. Why is he so picky?” Mother of a 3 year old boy, 2007

  14. Adding to the Confusion. . . Does the Government Send Mixed Messages to KIDS, too? VERSUS

  15. The Cost of Obesity • Businesses spend an estimated $13-15 billion a year to market foods and drinks to U.S. children and their parents5,7. • In contrast, the National Cancer Institute spends $2 million a year to publicize its “5-a-day” program urging people to eat five fruits and vegetables daily3. • The same companies that spend billions yearly creating young brand loyalists have a presence in nearly all of Michigan public schools6. GOAL – Eliminate marketing of unhealthy foods on school grounds

  16. Schools and Childhood Obesity • In 2001, 47 million children in the United States were enrolled in public elementary and secondary schools. • More than ½ received free or reduced-cost lunches through the school meals program. • Schools may be the best, and sometimes only, meal many children can depend on. GOAL – Provide training and support to foodservice and other relevant staff to meet nutrition standards and prepare healthier meals.

  17. School Lunch . . . Then Brand name products on the menu at a Washtenaw County Elementary School to help increase sales of the federally subsidized school lunch

  18. School Lunch . . . Now

  19. Healthy Foods at School . . . One Step at a Time School Strategies provided by the Environmental Nutrition and Activity Community – ENACT available @ www.preventioninstitute.org/sa/enact/school/index.php STEP 1. Improve the nutritional quality and appeal of school meals. STEP 2. Adopt nutrition standards for snacks, vending machine, and a la carte food and beverages. In other words . . . *****INCREASE EXPOSURE OF HEALTHY FOODS***** STEP 3. Eliminate exclusive beverage contracts that require marketing of unhealthy beverages. STEP 4. Institute guidelines for fundraising that promote healthy food and non-food methods. STEP 5. Institute a farm-to-school program to provide education and fresh produce. STEP 6. Providing access to free, clean water to drink. STEP 7. Provide enough time and space to eat in a relaxed environment, such as recess before lunch

  20. Healthy Foods at School . . . One Step at a Time Additional STEPS - STEP 8.Create MEASURES to continuously monitor and improve the school wellness policy STEP 9.Develop relationships and collaborations with Public Health and other health professionals/programs

  21. Healthy Foods in Schools . . .One Step at a Time Washtenaw County Healthier School Examples • Project Healthy Schools • Ann Arbor Middle School obesity prevention program • Uses biometric measures to show decreases in high blood pressure, total cholesterol, and HDL cholesterol • Regional Alliance for Healthy Schools • Ongoing presence in Ann Arbor Middle Schools with a focus on Asthma prevention, increasing physical activity, healthy eating and tobacco prevention

  22. Resources for assistance in creating healthier Washtenaw County Schools Washtenaw County Public Health’s Health Improvement Plan (HIP) Resource for local health data http://www.ewashtenaw.org/government/departments/public_health/hip/hip2005survey Growing Hope Assists in creating school learning gardens http://www.growinghope.net/ Lunch Program Menu Assistance Collaboration of Public Health Dietitian with school foodservice personal and administrators in creating healthier school menus Contact busickd@ewashtenaw.org or sheldonsp@ewashtenaw.org Farm-to-School pilot program Ann Arbor and Chelsea School Districts http://www.farmtoschool.org/ http://www.ewashtenaw.org/government/departments/public_health/hip/newsletter/news/Spring%20_2007/food_WC Move Forward Program Chelsea Pierce Lake Elementary Health Schools Assessment Tool (HSAT) Public Health Personal can assist schools using the HSAT http://tn.fcs.msue.msu.edu/hsat.html Healthy Foods in Schools . . .One Step at a Time

  23. Healthy Foods in the Community. . .Helping Parents Who Want to Raise Healthy Children

  24. References • 1. Institute of Medicine. Food Marketing to Children and Youth: Threat or Opportunity. 2007. P.30 • National Center for Chronic Disease Prevention & Health Promotion Behavioral Risk Factor Surveillance System available at: http://apps.nccd.cdc.gov/brfss/Trends/TrendData.asp • Michigan Surgeon General’s Health Status Report. Healthy Michigan 2010, April 8, 2004 • 2. Prevalence of Overweight and Obesity Among Children and Adolescents: United States, 1999-2002. National Center for Health Statistics website available at: www.cdc.gov/nchs/pressroom/04facts/obesity.htm • The Associated Press. (2007, June 1). Junk food ads increasing on kids’ shows: Children saw twice as many spots during programming in 2004 than 1977. MSNBC.com. Retrieved June 10, 2007, from http://www.msnbc.msn.com/id/1898923. • 2005 Washtenaw County Health Improvement Policy (HIP) Survey • available at: www.ewashtenaw.org • 5. Askari E. Vending machines in schools. What does pop really cost? • Detroit Free Press. April 29, 2002. • 3. John D. A consumer socialization of children: A retrospective look at twenty-five years of research. Journal of Consumer Research. 1999;26: 183-213. • 6. National Soft Drink Association. Business partnerships between beverage companies and schools. Available at: www.nsda.org. Accessed December 1, 2002. • School Strategies provided by the Environmental Nutrition and Activity Community – ENACTavailable at: www.preventioninstitute.org/sa/enact/school/index.php

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