Who is feeding our children

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.as
p
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

• FTCs 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.as
p
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 Generals 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 wont eat anything but McDonalds
  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 _at_ www.preventioninstitute.org/sa/enact/s
  chool/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.
STEP 3. Eliminate exclusive beverage
contracts that require marketing of
unhealthy beverages.
In other words . . . INCREASE EXPOSURE OF
HEALTHY FOODS
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
Healthy Foods in Schools . .
.One Step at a Time

• Resources for assistance in creating healthier
  Washtenaw County Schools
• Washtenaw County Public Healths Health
  Improvement Plan (HIP)
• Resource for local health data
• http//www.ewashtenaw.org/government/departments/p
  ublic_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_at_ewashtenaw.org or
  sheldonsp_at_ewashtenaw.org
• Farm-to-School pilot program
• Ann Arbor and Chelsea School Districts
• http//www.farmtoschool.org/
• http//www.ewashtenaw.org/government/departments/p
  ublic_health/hip/newsletter/news/Spring20_2007/fo
  od_WC
• Move Forward Program
• Chelsea Pierce Lake Elementary
• Health Schools Assessment Tool (HSAT)
• Public Health Personal can assist schools using
  the HSAT

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.as
  p
• Michigan Surgeon Generals 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/0
  4facts/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. 199926 183-213.