Presentation on

1
5 am Tag in Dänemark

• Presentation on
• February 28, 2004 by
• Morten Strunge Meyer
• Danish Cancer Society

2
Agenda

• From science to campaign
• Results
• Effective activities for changing behavior

3
The most recent review

• WHO 2004
• The preventable fraction of cancer due to low
  fruit and vegetable intake falls into the range
  of 5-12 and up to 20-30 for upper
  gastrointestinal tract cancers world-wide.

4
The most recent review

• WHO 2004
• Globally, up to 2.7 million lives could
  potentially be saved each year with sufficient
  global fruit and vegetable consumption.

5
From science to campaign 1

• A national review is important to build consensus
  and ownership
• -and to avoid fruitless scientific discussions in
  the media that confuse the general population

6
From science to campaign 2
7
From science to campaign 3

• From
• maybe up to 600 grams or more
• To
• 6 A Day
• It takes communication skills and pragmatic
  scientists
• And cultural understanding

8
From science to campaign 4

• Sciences needed
• Medical/nutrition/public health science

• Behavior change-science
• Intervention research science
• Communication science
• Lobbying skills
• Coalition-building skills
• Fundraising skills

9
Evaluation and Results

• 3 types of evidence
• Awareness
• Overall impact on FV intake
• Effectiveness of specific interventions

10
Awareness
11
(No Transcript)
12
Overall impact on intake
36 increase
13
Campaign strategies

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

14
Cookbooks are not enough
15
Effective interventions

• 3 examples
• Workplace Fruit
• School Fruit Snack
• Catering

16
Workplace Fruit
17
Methods

• 12 worksites
• 283 employees
• 2 dietary interviews
• Before and after 3 months
• 6 worksites started free fruit

18
Results
96 make use of the offer daily or almost daily
19
Epidemic results

• Now 6 of the workforce have it

20
Workplace Fruit

• Trendy lots of allies
• Attract new employees and reduce staff turnover
• New business

21
School Fruit
22
School Fruit
Sweden France USA Brasil

• Norway
• The Netherlands
• England
• Denmark

Parent paid commercialSome SubsidyFree paid
by tax payers
23
UK target by the end of 2004

• 2.2 million kids
• 16,000 schools
• 200 school days a year
• 500 million pieces of fruit a year

24
German study

• Effect of cutting produce into bite-size pieces
• Only one month follow-up
• 92 kids in 4 classes
• Free apples, bananas and carrots
• 2 classes got whole pieces
• 2 classes got bite-size pieces
• (Bönnhoff et al. 9/2002)

25
German Results
Normal intake 182 g Ad libitum whole pieces 80
g Bite-size cut pieces give extra 73 g
26
Catering

• 5 worksite restaurants
• Demanding
• Involve entire kitchen staff
• Repeat weighing all FV
• Set goals and make a plan

Our assistance Inspiration Graphs
27
Catering Results
Networking is powerful Shared ownership Impossib
le to stop
28
Availability is a major issue

• Simply make the fruits and vegetables available
  and ready to eat
• and people will eat them!

29
Changing behavior first

• Changing behavior first is much more efficient
  than trying to change knowledge, attitudes and
  values
• Workers will brag about Company fruit you cant
  get a better campaign

30
Agenda

• From science to campaign
• Evaluation and Results
• Effective activities for changing behavior
• Workplace Fruit
• School Fruit Snack
• Catering

31
Thank you
www.6omdagen.dk/foredrag