Progress in Preventing Childhood Obesity Focus on Industry - Brief Summary: Institute of Medicine Regional Symposium (2006) / Chapter Skim
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The nation shares a collective responsibility to effectively address the obesity trend, and a clear focus of prevention efforts should involve the public and private sectors in the communities that affect the daily lives of our children and youth. Moreover, special focus must be placed on low-income, at-risk communities where obesity rates are 1
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After analyzing the behavioral, social, cultural, and other environmental factors that contribute to childhood obesity and promising approaches for prevention efforts, the IOM released the report, Preventing Childhood Obesity: Health in the Balance (IOM, 2005)
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The themes include reverse the obesity trend; market health and nutrition; make a business commitment to health; change the food and physical activity environment; forge strategic partnerships; garner political support to ally public health and industry; educate stakeholders; collect, disseminate, and share local data; and evaluate programs and interventions. Approximately 90 individuals active in childhood obesity prevention efforts across the nation and in California representing a range of stakeholder perspectives and innovative practices in various sectors-including community leaders, physicians, health educators, members of the clergy, teachers, state and federal government officials, researchers, advocates, and representatives from business and the media -- were invited to participate in the symposium.
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Industry has demonstrated the ability to effectively position products -- foods, beverages, and activities to reach both targeted and extensive segments of the population worldwide to influence preferences and behaviors. By applying their marketing and advertising expertise, industry can be instrumental in constructively addressing childhood obesity prevention by developing and promoting healthful products, consistent healthy messages, and creating a healthy eating environment.
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Many companies are using these research findings, along with their own marketing research findings, to respond to the childhood obesity issue. Companies that have been successful in this endeavor are attempting to design win-win solutions for both the companies and their
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Companies within the fast food or quick serve restaurant sector are also devising effective ways to reverse the obesity trend. Meals offered to children at quick serve restaurants, such as one leading restaurant that
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The Grocery Manufacturers Association, a trade association comprised of global food, beverage, and consumer product companies, reported that since 2002, a substantial proportion of its member companies have improved the nutritional profiles of their products. More than half of the companies are changing packaging to offer single-serving sizes, a majority are promoting healthy lifestyles through a variety of activities, including the promotion of the new U.S.
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Robust competition in the marketplace can help drive innovation and broaden offerings of healthier products. Some companies have responded to consumer demand for healthier products by investing resources to develop tasty, affordable, nutritious, and fun products that consumers will buy -- whether it is healthful food and beverage products or physical activity products such as physical videogaming.
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These companies view raising consumer awareness as an important precedent to generate greater demand for healthful products. However, many more companies have not yet begun to make changes that contribute to a collective industry-wide effort supporting childhood obesity prevention goals.
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These games have the potential to be effective at reducing childhood obesity for two reasons: when children actively participate in the games, they not only move but may also snack less frequently in the process, which may be more common when youth play passive games or watch television. Moreover, by connecting physical gaming to the Internet, children and
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Companies are also designing more multipurpose peripheral tools that can be used for multiple types of games. To market more healthful food and beverage products that are lower in total calories, fat, salt, and added sugars or higher in specific nutrients, several companies have developed different labeling programs that are depicted by proprietary logos or icons to convey nutritional content information to consumers and help them identify better choices with each company's branded product lines.
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One company that presented at the symposium, Kraft Foods, announced in 2005 that it would advertise only those products meeting healthful criteria to children, aged 6 to 11 years, during children's broadcast television and radio programming, and in print media geared toward this age group. By the end of 2006, the company had indicated that it will redesign its websites intended for children aged 6 to 11 years so that they will feature only products that meet the Sensible SolutionTM nutrition standards of their more healthful product line.
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Similarly, Univision is a television network that seeks to educate and engage the Hispanic/Latino community by promoting healthy lifestyles. By collaborating with health care organizations, community groups, and physician organizations, the network created several public service announcements, special programs, commercials, and news segments that it regularly features to promote health and nutrition among its primarily Spanish-speaking viewership.
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Additional examples of healthy advertising shared at the symposium were provided by the Advertising Council, the nonprofit arm of the advertising industry, which marshals assistance from advertising and media industry volunteers to deliver health-related messages to the American public. This organization recently pledged to address the childhood obesity crisis through its Coalition for Healthy Children, with consistent, research-based messages targeted to children and parents.
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Kraft Foods has set similar goals for its business and is also seeing strong growth trends in the marketplace for its healthier products. This demand may serve to further fuel competition and innovation within the companies to reformulate existing products or develop new products such that they can be tagged with the healthy icon or logo and also reaffirms the companies' commitment to supplying healthful products in the marketplace.
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They are also integrating physical activity into their organizational routines by instituting regular walking meetings and incorporating 10-minute exercise or movement breaks into meetings and at certain times of the work day. Employers are purchasing health plans and employee assistance program services committed to obesity prevention by contracting with health plans that offer employees body mass index (BMI)
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Several participants at the symposium noted that in many low-income communities across the United States, there is greater availability of and access to high-calorie and low-nutrient foods and beverages and limited access to opportunities for regular physical activity. If fresh produce is not available or affordable, families and their children must choose less nutritious snacks from the food environment, including neighborhood convenience stores.
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Additionally, the trade association representing large food retailers, or large supermarkets, could provide scanner point-of-sale data and case studies to understand the impacts of introducing full-service supermarkets in low-income communities. Both state and local government can support healthy food retailing in communities.
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Money that would otherwise be spent in neighboring communities was invested back into the local community, which contributed to job creation, encouraged foot traffic, and supported local businesses and farmers. Healthy food retailing not only improves people's ability to make better dietary choices, but has broader effects within the community related to strengthening local economic development.
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For public health, the bottom line is focused on healthful eating and sufficient physical activity levels to prevent childhood obesity and promote optimal growth and development. For industry, the bottom line often focuses on making a profit on popular branded products while supporting broad societal goals related to health and wellness.
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represents the food and beverage industry's efforts toward preventing childhood obesity. Formed in 2003, ACFN reports more than 100 multisector member organizations.
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Attaining the support of governmental leaders for initiatives related to obesity prevention can generate considerable momentum in instituting interventions, initiating change, and acquiring the cooperation of other stakeholders, such as industry, toward this cause. The California Endowment -- a private, statewide health foundation -- succeeded in garnering the support of California's Governor Arnold Schwarzenegger, a prominent political and media figure, for childhood obesity prevention.
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Sustaining obesity prevention efforts through a reliable support stream is essential to bring about long-term change. Similar to the support garnered for tobacco control measures, one panelist suggested that a nationwide law be enacted that would generate taxes from food categories or commodities such as added sugars or foods high in fat to generate needed revenue to support health promotion initiatives such as physical education programs in schools, building sidewalks and parks within communities, and improving nutritional offerings within school cafeterias.
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Preventing childhood obesity requires the ongoing education of children, families, communities, state and government officials, industry executives and corporate chief executive officers. Many people may fail to recognize an issue as a problem unless they are directly informed about it.
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Many individuals at the symposium, however, expressed that additional physician education and action are needed if they are to be advocates for childhood obesity prevention efforts. For example, physicians could write more realistic prescriptions that involve physical activity and lower-calorie foods and beverages, rather than prescribing weight-loss medications or gastric bypass operations.
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Collect, Disseminate, and Share Data To facilitate the childhood obesity prevention movement, trend data need to be collected on the prevalence of obesity, physical inactivity, and dietary problems at a variety of levels -- neighborhoods, communities, counties, states, and national. With this information, appropriate interventions can be designed to help reduce the obesity trends.
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Evaluate Programs and Interventions Various initiatives and efforts addressing obesity among the nation's children and youth share the common goal of creating environments that reduce obesity risk and promote healthy behaviors. For this reason, it is important to document new programs, policies, and practices that help to advance the obesity prevention cause over time.
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Large corporations in particular need to ensure that the entire organization is engaged in obesity prevention efforts and not one isolated sector of the business. · Honoring the free market system.
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A concurrent and collaborative involvement of multiple sectors and stakeholders at all societal levels is required to change the collective societal norms that have contributed to the childhood obesity epidemic. As with instituting the mandatory use of seatbelts and initiatives that promote tobacco control and smoking prevention, our nation has the power to change societal norms in order to prevent childhood obesity.
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30 PROGRESS IN PREVENTING CHILDHOOD OBESITY Program Agenda Institute of Medicine Symposium Progress in Preventing Childhood Obesity: Focus on Industry In collaboration with The California Endowment Supported by The Robert Wood Johnson Foundation December 1, 2005 Beckman Center of the National Academies Irvine, CA Opening Session Welcome James Marks, The Robert Wood Johnson Foundation Overview of the IOM Report and Meeting Goals Jeffrey Koplan, Emory University and Institute of Medicine (IOM) Committee on Progress in Preventing Childhood Obesity Welcome and Highlights from the California Governor's Summit on Health, Nutrition, and Obesity Robert Ross, The California Endowment Ana Matosantos, State of California Health & Human Services Agency De-Marketing Obesity: An Analysis of the Current Profile and Future Prospects of Healthy Food and Beverage Products in the Marketplace Brian Wansink, Cornell University Plenary Panel - Presentations and Discussion Food and Physical Activity Products, Portfolio Shifts, and Packaging Innovations Moderators: Eduardo Sanchez, Texas Department of State Health Services and Russell Pate, University of South Carolina
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Marketing Communications Strategies: Promoting Healthful Products and Physical Activity Opportunities Breakout Session #1: Presentations and Panel Discussion Entertainment Industry Moderators: Tom Robinson, Stanford University School of Medicine and Ann Bullock, Eastern Band of Cherokee Indians Jennifer Kotler, Sesame Workshop Mindy Stockfield, Cartoon Network Jorge Daboub, Univision Television Group
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Plenary Panel - Presentations and Discussion Business Response to Childhood Obesity Moderators: Jeffrey Koplan, Emory University and Douglas Kamerow, RTI International LuAnn Heinen, National Business Group on Health Ray Baxter, Kaiser Permanente Brock Leach, PepsiCo Lance Friedmann, Kraft Foods Richard Martin, Grocery Manufacturers Association Alicia Procello, Nike Closing Remarks Jeffrey Koplan, Emory University and IOM Committee on Progress in Preventing Childhood Obesity
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2005. Preventing Childhood Obesity: Health in the Balance.
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