Shape Up America Prepared for FDA Meeting 102303

1
Shape Up America!Prepared forFDA Meeting
10-23-03

• Barbara J. Moore, Ph.D.
• President and CEO, Shape Up America!
• www.shapeup.org
• barbara.moore_at_att.net

2
Topics to be Covered

• Founding of Shape Up America!
• Mission
• Targets of the campaign
• Impact
• Summary

3
Shape Up America! grew out ofthe Healthy People
Campaign

• C. Everett Koop, M.D., Sc.D. U.S.
  Surgeon General, 1981-1989
• Shape Up America! founded in 1994

4
Mission of Shape Up America!

• To raise awareness of obesity as a health issue
  (vs. cosmetic issue)
• To provide responsible information on weight
  management to
• The Public
• Health Care Professionals
• Educators (The Media)
• Policymakers (Government/Employers)

5
On Your Way To Fitness

• Distributed more than 5 million copies to the
  public (800, etc.)
• Donated 5000 copies to the Diabetes Prevention
  Program (DPP)
• Weight Loss Accomplished in all three arms of the
  DPP

6
Know Your BMI Campaign

• In 1995 journalists refused to use the term
  talked only about weight
• Body Mass Index or BMI is now a term in common
  usage by the public, the media and the health
  professional community

7
Guidance for Treatment of Adult Obesity (1996
first edition)

• Evidence based (quality ranked)
• Comprehensive all comorbidities all treatment
  modalities
• Distributed 200,000 copies 1996-1998
• 3rd edition distributed via Medical School
  Lecture Tour 2002 (24 institutions)

8
The Media

• PSAs on overweight, physical activity, know your
  BMI -- TV and radio stations across the nation
  (1996-2001)
• Held 6 press conferences in New York City and
  Washington DC (1996-2001)
• Developed press releases and evergreen pieces for
  print media
• Spent 4.5 million messages reached 40 million
  households

9
The Public

• Website (www.shapeup.org) 60,000 to 220,000
  visitors per month
• Self reported positive behavioral change in 58
  of respondents (n3200) to our user survey

10
Diabesity Initiative

• 2001 national conference exploring the explosion
  of pediatric and adult type 2 diabetes and
  obesity
• Second conference to be convened at Rutgers
  University on November 21 22, 2003 (researchers
  and health care profs)

11
Childhood Obesity

• International conference on childhood obesity
  Washington DC on Dec. 8, 2003
• Focusing on pregnancy, parenting and very early
  childhood factors
• Proceedings to be published and disseminated
  (2004 - 2005)

12
CONCLUSION

• Shape Up America! is well established and trusted
  as a brand
• It is able to garner media attention and
  educate consumers and HCPs in a variety of
  ways
• We welcome partnerships to leverage communication
  of obesity, health and fitness messages

13
Shape Up America!
www.shapeup.org