Nutrition & Food Safety Communications

International Food Information Council (IFIC)International Food Information Council (IFIC)

Lauren Lauren VerduinVerduinSarah Sarah AlligoodAlligood, MPH, RD, MPH, RD

Kerry Robinson, RDKerry Robinson, RD

February 23February 23rdrd, 2009, 2009

Nutrition & Food Safety Communications

TodayToday’’s Agendas Agenda

What Is IFIC?What Is IFIC?

The Nutrition & Food Safety EnvironmentThe Nutrition & Food Safety Environment

What Are Consumers Saying? What Are Consumers Saying?

Developing Messages that ResonateDeveloping Messages that Resonate

How Communications are Changing How Communications are Changing

What Is IFIC?What Is IFIC?

International Food International Food Information Council (IFIC)Information Council (IFIC)

Mission:Mission:

To communicate scienceTo communicate science‐‐based based information on food safety and nutrition to information on food safety and nutrition to health and nutrition professionals, educators, health and nutrition professionals, educators, journalists, government officials and others journalists, government officials and others providing information to consumers.providing information to consumers.

Primarily supported by the food, beverage, and Primarily supported by the food, beverage, and agricultural industries.agricultural industries.

IFIC & IFIC Foundation PartnersIFIC & IFIC Foundation PartnersAmerican Academy of Allergy, Asthma and American Academy of Allergy, Asthma and ImmunologyImmunology

American Academy of Family Physicians American Academy of Family Physicians FoundationFoundation

American Academy of Pediatrics American Academy of Pediatrics

American Association of Diabetes Educators American Association of Diabetes Educators

American College of Obstetricians and American College of Obstetricians and GynecologistsGynecologists

American College of Sports MedicineAmerican College of Sports Medicine

The American Dietetic AssociationThe American Dietetic Association

Association of Women's Health, Obstetric, Association of Women's Health, Obstetric, and Neonatal Nurses and Neonatal Nurses

Centers for Disease Control and PreventionCenters for Disease Control and Prevention

Consumer Federation of AmericaConsumer Federation of America

The Food Allergy and Anaphylaxis Network The Food Allergy and Anaphylaxis Network

Food Marketing InstituteFood Marketing Institute

Harvard School of Public HealthHarvard School of Public Health

Institute of Food TechnologistsInstitute of Food Technologists

InterInter‐‐American Institute for Cooperation on American Institute for Cooperation on AgricultureAgriculture

International Consultative Group on Food International Consultative Group on Food IrradiationIrradiation

National Association of Pediatric Nurse National Association of Pediatric Nurse Associates and Practitioners Associates and Practitioners

National Center for Food Protection & DefenseNational Center for Food Protection & Defense

National Institutes of HealthNational Institutes of Health

National Policy and Resource Center on National Policy and Resource Center on Nutrition and Aging, Florida IntNutrition and Aging, Florida Int’’l Universityl University

PresidentPresident’’s Council on Physical Fitness and s Council on Physical Fitness and Sports Sports

School Nutrition AssociationSchool Nutrition Association

Scripps Clinic and Research Foundation Scripps Clinic and Research Foundation

U.S. Agency for International DevelopmentU.S. Agency for International Development

U.S. Department of AgricultureU.S. Department of Agriculture

U.S. Department of StateU.S. Department of State

U.S. Environmental Protection AgencyU.S. Environmental Protection Agency

U.S. Food and Drug AdministrationU.S. Food and Drug Administration

University of Illinois Functional Foods for University of Illinois Functional Foods for Health ProgramHealth Program

IFIC Foundation Web SiteIFIC Foundation Web SiteIn English and SpanishIn English and Spanish

ific.orgific.organdand

ific.orgific.org/sp/sp

IFIC FoundationIFIC Foundation’’s s Food InsightFood Insight

••Moving online!Moving online!

••45,000 circulation45,000 circulation

••7% international7% international

••6,000 media 6,000 media

IFIC Provides Helpful Communication IFIC Provides Helpful Communication MaterialsMaterials

Continuing Professional EducationContinuing Professional Education

Now available on Now available on IFIC.orgIFIC.org::2008 IFIC Foundation Food and Health Survey2008 IFIC Foundation Food and Health SurveyAll About CaffeineAll About CaffeineAll About Carbohydrates and HealthAll About Carbohydrates and HealthFood & Agricultural Biotechnology: Food & Agricultural Biotechnology: Health Impacts in Developing Nations Health Impacts in Developing Nations Food Biotechnology 101: A Primer on Food Biotechnology 101: A Primer on the Science & the Public Debatethe Science & the Public DebateFood Science Meets NutritionFood Science Meets NutritionNew Nutrition Conversation New Nutrition Conversation with Consumerswith ConsumersA New Nutrition Conversation with Consumers About Fats in FoodA New Nutrition Conversation with Consumers About Fats in FoodUnderstanding and Effectively Communicating Food andUnderstanding and Effectively Communicating Food and Nutrition Science: Nutrition Science: LeadingLeading Consumers to Better Health Consumers to Better Health Sugar AlcoholsSugar AlcoholsUnderstanding Food Allergy: A Primer for DietitiansUnderstanding Food Allergy: A Primer for DietitiansThe Lowdown on LowThe Lowdown on Low‐‐Calorie SweetenersCalorie Sweeteners

IFIC Explores Consumer InsightsIFIC Explores Consumer Insights

Consumer Research Consumer Research

–– Food & Health SurveyFood & Health Survey

–– Consumer Attitudes Toward Functional Foods/Food for Consumer Attitudes Toward Functional Foods/Food for HealthHealth

–– Food Biotechnology: A Study of U.S. Attitudinal TrendsFood Biotechnology: A Study of U.S. Attitudinal Trends

–– Qualitative Studies & Ethnographic ResearchQualitative Studies & Ethnographic Research

–– And moreAnd more……

www.ific.org/research

IFIC Foundation Food & Health SurveyIFIC Foundation Food & Health SurveyTrended ResearchTrended Research

2006

2007

http://ific.org2008

IFIC Foundation ProgramsIFIC Foundation ProgramsMedia ProgramMedia Program

20072007‐‐2009 IFIC Foundation Media Guide 2009 IFIC Foundation Media Guide on Food Safety & Nutritionon Food Safety & Nutrition

A resource guide with contact information A resource guide with contact information for more than 300 science experts and for more than 300 science experts and updated backgrounders and Webupdated backgrounders and Web‐‐based based resource lists, the resource lists, the 20072007‐‐2009 IFIC 2009 IFIC Foundation Media Guide on Food Safety Foundation Media Guide on Food Safety and Nutritionand Nutrition has been disseminated to has been disseminated to approximately 1,000 journalists and approximately 1,000 journalists and opinion leaders since its December 2006 opinion leaders since its December 2006 launch. launch.

Moving Online!Moving Online!

The Food Information Organization (FIO) Network

AFIC – AsiaAFGC – AustraliaCFIC – CanadaCLIA – Latin AmericaEUFIC – EuropeIFIC – USAJFIC – JapanNZNF – New Zealand

IFIC International RelationsIFIC International Relations

The Nutrition & Food Safety The Nutrition & Food Safety

EnvironmentEnvironment

Monitoring the EnvironmentMonitoring the Environment

Academic Research Academic Research

Government Actions Government Actions

Health Professional GroupsHealth Professional Groups

Media Coverage of IssuesMedia Coverage of Issues

New Media Sources New Media Sources –– blogs, blogs, vlogsvlogs, social networking sites, social networking sites

Advocacy Groups Advocacy Groups

Industry Innovations Industry Innovations

3%

5%

71%

18%

10%

2%

36%

Teacher/Instructor

Diet/Health Book

Labels on Products

Library/Reading

Friends/Family/Self

Medical Sources

Media

Top Sources of Health & Nutrition Information

IFIC 2007

Consumers Exposed to Confusing & Consumers Exposed to Confusing & Conflicting MessagesConflicting Messages

“Coffee raises miscarriage risk”

“No bones about it: Study firmly links obesity,

cancer”

“Extra Weight Won’t Raise Death Risk”

“Coffee May Reduce Stroke Risk”

0%

0%

24%

5%

36%

2%

2%

Teacher/Instructor

Diet/Health Book

Labels on Products

Library/Reading

Friends/Family/Self

Medical Sources

Media

Most Believable Sources of Health & Nutrition Information

IFIC 2007

Health Professionals are the Most Influential Sources of Information

6%

11%

10%

10%

13%

13%

13%

28%

17%

23%

23%

10%

13%

17%

28%

30%

34%

35%

32%

39%

42%

41%

28%

32%

37%

39%

41%

40%

42%

30%

35%

26%

30%

56%

44%

37%

23%

17%

14%

9%

8%

6%

11%

10%

Health professional

Dietitian

Health association

Food label

Internet article

TV news program

Magazine article

Government official

Newspaper

Product or company advertising

Radio news program

Not at all To a small extent To a moderate extent To a great extent

IFIC 2007

RDs Are Positioned to Communicate RDs Are Positioned to Communicate Credible Food and Health Information!Credible Food and Health Information!

Understand: Understand:

–– Consumer perceptions/knowledge/beliefsConsumer perceptions/knowledge/beliefs

Develop messages that resonateDevelop messages that resonate

Multiply credible & consistent messagesMultiply credible & consistent messages

Responsibilities of a CommunicatorResponsibilities of a Communicator

Enhance public understanding of diet and healthEnhance public understanding of diet and health

Use understandable languageUse understandable language

Disclose important facts Disclose important facts

Be clear about dietary risks and benefitsBe clear about dietary risks and benefits

Meet the needs of the mediaMeet the needs of the media

Communication Best PracticesCommunication Best Practices

Effective communication is an ongoing processEffective communication is an ongoing process

PrePre‐‐planning and preparednessplanning and preparedness

Form partnershipsForm partnerships

Listen to concernsListen to concerns

Be positive, honest, frank and openBe positive, honest, frank and open

Collaborate and coordinate with credible sourcesCollaborate and coordinate with credible sources

Meet the needs of media and remain accessibleMeet the needs of media and remain accessible

Accept uncertainty and ambiguityAccept uncertainty and ambiguity

Communicate with compassion, concern & empathyCommunicate with compassion, concern & empathy

Give the consumer actionable stepsGive the consumer actionable steps

What Are Consumers Saying?What Are Consumers Saying?

IFIC Foundation Food & Health Survey 2008

It’s Confusing Out There Video


Methodology

*Weighting is a widely accepted statistical technique that is used to ensure that the distribution of the sample reflects that of the population on key demographics. With any data collection method, even when the outgoing sample is balanced to the Census, some populations are more likely than others to respond.

↑ Significant increase from year indicated↓ Significant decrease from year indicated


Methodology Web Survey

Population Representative Sample of Americans Aged 18+

Data Collection Period February 21-March 11, 2008

Sample Size (Error)n=1,000 (+ 3.1 For 2008)(+ 4.4 Among 2008, 2007, 2006)

Data Weighting* Data Weighted on Age, Income, Education and Race

The Concept of the “Diet Disconnect”


While the majority are interested in food and health information, nearly

half feel it is confusing and conflicting.

9%

27%

25%

28%

67%

45%

Disagree Neither Disagree Nor Agree Agree

To what extent do you agree or disagree with the following statements regarding food and health information?

Reading or hearing about the relationship

between food and health is of interest to me

I feel that food and health information is

confusing and conflicting

2008 (n=1000)

Total does not add to 100 percent due to rounding

The 7 “Diet Disconnects” 1 - Food Safety


The majority of consumers are confident they can safely prepare food.


7% 12% 82%

Unconfident Neither Confident Nor Unconfident Confident

To what extent, if at all, do you feel confident that you know

how to safely prepare foods for yourself or your family?

2008 (n=1000)


Some consumer food safety practices do not match confidence.


Cook to requiredtemperature (such as 165

degrees F for poultry)

Use a food thermometerto check the doneness of

meat and poultry items

Which of the following actions do you perform regularly when cooking, preparing, and consuming food products?

2008 (n=1000)

76%

29%


Consumers implement some but not all microwave cooking practices.

Follow all the cookinginstructions

Check microwavewattage

Use a food thermometerto make sure the foodreaches the required

temperature

Which of the following actions do you perform regularly when preparing microwavable meals (e.g., frozen meals, pre-packaged meals that contain cooking instructions) at home?

2008 (n=1000)

79%

15%

7%

2 – Counting Calories


The majority of Americans have made changes to improve the healthfulness

of their diet in the past six months.

67% 33%2008

2008 (n=1000)

Over the past six months, have you made any changes in an effortto improve the healthfulness of your diet?


Yes No

↑’06 ↓’06


Losing weight (and improving health) is a top driver of dietary change.

Maintain my weight

Specific healthcondition

To improve myphysical health *

To improve myoverall well-being *

To lose weight

2008 (n=669)

For which of the following reasons, if any, are you trying to improve the healthfulness of your diet?

* Modification from 2006: “To improve my overall health” (69%) was changed to two items, including “To improve my overall well-being” and “To improve my physical health”.


↓’07/’06

↑’06 69%

69%

64%

34%

11%


The majority of Americans inaccurately estimate daily calorie needs.

29% 42% 15%2008

56 percent responded but estimated incorrectly.

↑’07 ↑’06

As far as you know, how many calories should a person of your age, weight, height, and physical activity consume per day?

(n=1000)

Unaware Underestimate OverestimateCORRECT ESTIMATE

↓’06

IFIC Foundation Food & Health Survey 2008↑ Significant increase from year indicated↓ Significant decrease from year indicated

14%

3 - Diet and Physical Activity


• 88 percent of Americans report being physically active for health benefits at least once a week.

• 44 percent of Americans who are active do not balance diet and physical activity to manage weight.

Americans’ Approach to Diet and Physical Activity

4 – Breakfast


The majority of Americans perceive breakfast to be “extremely important”

to an overall healthful diet.

25%

47%

37%

77%

29%

42%

46%

16%

Snacks

Dinner

Lunch

Breakfast

"5" Extremely Important "4" Somewhat Important

83%

92%

54%

89%

How important, if at all, are each of the following eating occasions to an overall healthful diet?

2008 (n=1000)


↑’07 ↓’07


Despite its perceived importance, less than half of Americans eat

breakfast everyday.

Dinner

Lunch

Breakfast

7 days

In general, how often do you eat each of the following (per week). . .

2008 (n=1000)


↑’07

46%

54%

82%

5 - Dietary Fats


13%

14%

19%

15%

68%

70%

Not Concerned Neither Concerned

Concern withamount of fat consumed

Concern with typeof fat consumed

2008 (n=1000)

Total does not add to 100 percent due to rounding

Consumers remain very concerned with amount and type of fats.


Many consumers do not understand that unsaturated fats are healthful.

2008 (n=778)

2008 (n=630)

2008 (n=714)

How would you rate the healthfulness of each of the following types of fat?

Monounsaturated fats

Polyunsaturated fats

Unsaturated fats*


↑’06

↑’06

*Added in 2008

23%

28%

37%

Percent Healthful

6 - Carbohydrates


Consumers remain concerned with amount and type of

carbohydrates consumed.


22%

21%

23%

27%

55%

52%

Not Concerned Neither Concerned

Concern with amountof carbs consumed

Concern with typeof carbs consumed

2008 (n=1000)↑ Significant increase from year indicated↓ Significant decrease from year indicated

↑’06


78%

77%

33%

5%

4%

27%

18%

19%

40%

(n=874)

(n=915)

(n=578)

More Less Neither

Complex carbs

Whole grains

Fiber

Consumers are trying to consume more fiber and whole grains.


↑’07 ↓’07

↓’07

↑’06

7- Foods and Beverages with Added Benefits


Majority Believe Foods & Beverages Provide Benefits; Fewer Consuming

To what extent do you agree or disagree that some specific foods or

beverages can provide the following benefits?

Percent Somewhat/Strongly Agree

2008 (n=1000)

1. Improve heart health 78% 40%

2. Improve energy or stamina 77% 38%

3. Improve digestive health 76% 37%

4. Improve mental performance 71% 29%

5. Improve immune system function 71% 31%

Percent Currently Consuming

↑’07

Please indicate your current or future interest in foods and beverages

that provide each of the following benefits:


50 percent or more are not currently consuming foods for their benefits,

but are interested in doing so.

Please indicate your current or future interest in foods and beverages that provide each of the following benefits:

2008 (n=1000)

Foods and Beverages with Added Benefits

Developing Messages that ResonateDeveloping Messages that Resonate

Creating ConsumerCreating Consumer‐‐Centered Centered MessagesMessages

Message Development Model

Source: Wirthlin Worldwide

Step 1: Define IssuesStep 1: Define Issues

What motivates your audience?What motivates your audience?

–– Qualitative ResearchQualitative ResearchFocus groupsFocus groups

Informal channelsInformal channels

–– PsychographicsPsychographicsFamily structure, interests and hobbies, preferred Family structure, interests and hobbies, preferred recreational activities, values, life goals, concerns, and recreational activities, values, life goals, concerns, and biases biases

Step 2: Develop Initial Message Step 2: Develop Initial Message ConceptsConcepts

Use information collected in STEP 1 to Use information collected in STEP 1 to identify:identify:

–– Specific actionsSpecific actions

–– Specific behaviorsSpecific behaviors

Develop positive messagingDevelop positive messaging

–– Empower consumers to make the changeEmpower consumers to make the change

Step 3: Assess Message ConceptsStep 3: Assess Message Concepts

Testing your messages: qualitative researchTesting your messages: qualitative research

What do initial messages mean to target What do initial messages mean to target audience?audience?

How do they react?How do they react?

Does the message motivate them?Does the message motivate them?

Does it fit in with their other values?Does it fit in with their other values?

Step 4: Fine Tune MessagesStep 4: Fine Tune Messages

Did the message resonate or Did the message resonate or ““miss the mark?miss the mark?””

Fine tuning may help make the message Fine tuning may help make the message resonate the second time aroundresonate the second time around

Step 5: Validate MessagesStep 5: Validate Messages

Does the message resonate with a larger Does the message resonate with a larger audience?audience?

–– Telephone questionnaires, surveys, informal Telephone questionnaires, surveys, informal conversationsconversations

Case Study: Breakfast Case Study: Breakfast

Diet Disconnect: Breakfast

• 92% of consumers feel that eating breakfast is either extremely or somewhat important

BUT

• Only 46% say they eat breakfast daily

2008 Food & Health Surveyn=1000

Top Reasons for Skipping Breakfast

[Breakfast Somewhat/Extremely Important but don't eat it every day] What prevents you from eating breakfast every day?)

59%

54%

24%

20%

15%

Not hungry right after I wake up

Not enough time

Is not convenient (e.g., food choices arenot portable or easily accessible)

Forget

Not sure what to eat

2008 (n=477)


Top Motivators for Eating Breakfast

[Don't eat Breakfast every day] Rank the top three benefits that would be most likely to motivate you to eat breakfast more often.

(n=541)

Percent Placing Benefit in Top Three Motivators

Increase physical energy 74%

Increase mental focus 59%

Maintain a healthy body weight 54%

Maintain good health (i.e., keep the heart healthy, bones strong)

43%

Improve the healthfulness of your overall diet 38%

You get through your morning without feeling hungry 24%

Bring families together 8%


International Food Information Council (IFIC) Foundation

MyPyramid Breakfast and Health Communications Program

Consumer Messaging Testing Research

2008

Conducted in partnership with:

Project Overview

• Goal: To test and refine messages aimed at improving perceptions and increasing consumption of breakfast foods and beverages

– Research Objectives:• Confirm current attitudes and perceptions toward

breakfast eating

• Refine messages that will assist consumers in understanding the benefits of eating breakfast regularly for adults and children

• Explore potential improvements in the communication of the benefits of eating breakfast to consumers

Methodology

First Discussion

Board –

Test initial messages

Research Team

Meeting –

Revise/Refinemessages

Second Discussion

Board –

Test refined messages

August 12-13, 2008

August 12-13, 2008

August 18-22, 2008

August 18-22, 2008

August 26-27, 2008

August 26-27, 2008

Audience: Consumers with at least one child age 12 and under, nationally recruited on a mix of gender, education, and ethnicity

Methodology: CoRe Boards™ - Two boards lasting two days each

Summary of Findings

• Stick to the basics

• Provide solutions

• Shorter is better, except when a barrier is involved

• Inconvenient = Lack of time

• Consumers love of a metabolism message

68

Statements least likely to impact breakfast behavior are those that are long and with terms that consumers consider vague or

inappropriate, such as wireless, conquer and jumpstart

Breakfast Can be Wireless Too, With All The New Portable Options“It makes no sense. Should I be looking for an antenna sticking out of my breakfast burrito?”

Breakfast: Eat It for Energy to Conquer Your Everyday Activities“I just can't get over the use of the word conquer.”

Eat the First Meal of the Day to Jumpstart Your Energy and Keep Weight Gain Away“Tries to throw too much into a single catch phrase.”

Least Compelling Consumer Breakfast and Health Messages

69

The messages that consumers found most compelling address mental focus, improved overall health, saving time, and flexibility

Breakfast is Fuel for School

Breakfast Boosts Brain Power

Breakfast Builds Better Bodies

Break for Breakfast: Take a Few Minutes to Fuel Up

Brown Bagging Breakfast: It’s Not Just for Lunch Anymore

You Don’t Have to Eat Breakfast Right Away, Eat it Within the First

Few Hours of Your Day

The Most Compelling Consumer Breakfast and Health Messages

• Tool Kit Components– IFIC Review: Breakfast and Health– IFIC Foundation Breakfast and Health Consumer

Message Testing Research Report – IFIC Foundation Food & Health Survey Breakfast

Research and a corresponding Consumer Videos– Printable Handout on the benefits of breakfast – Printable Tip sheet with breakfast ideas and recipes – Tips on working with the news media – Message development checklist – Turn-key media materials such as:

• Example Key Messages• Press Releases

MyPyramid Breakfast and Health Communicator's Tool Kit

http://www.ific.org/publications/other/breakfast.cfm

Message Development ExerciseMessage Development Exercise

What types of messages would you What types of messages would you develop based on the food safety develop based on the food safety ““diet diet disconnect?disconnect?””

–– Consumer food safety practices do not Consumer food safety practices do not match confidencematch confidence

Some consumer food safety practices Some consumer food safety practices do not match confidence.do not match confidence.


Cook to requiredtemperature (such as 165

degrees F for poultry)

Use a food thermometerto check the doneness ofmeat and poultry items

Which of the following actions do you perform regularly when cooking, preparing, and consuming food products?

2008 (n=1000)

76%

29%

How Communications are How Communications are ChangingChanging

Changes in media relationsChanges in media relations

Rise in the number of topics reaching the Rise in the number of topics reaching the public forumpublic forum

Increase in the range of players in the Increase in the range of players in the communications processcommunications process

Dramatic change in communication Dramatic change in communication technologytechnology

News consumers trustNews consumers trust

Edelman Trust Barometer 2008

People consumers trust?People consumers trust?

0%

10%

20%

30%

40%

50%

60%

70%

A Person LikeYourself

Academic Doctor/HealthCare Specialist

Non-Proft/NGORepresentative

Blogger

2003

2004

2005

2006

2007

2008

Edelman Trust Barometer 2008

Traditional mediaTraditional media

NewspapersNewspapers

LongLong‐‐lead magazineslead magazines

BroadcastBroadcast

–– TelevisionTelevision

–– RadioRadio

Social Networking SitesSocial Networking Sites

BlogsBlogs

Video Sharing and PodcastsVideo Sharing and Podcasts

New mediaNew media

Social networking sitesSocial networking sites

WebWeb‐‐based services that allow users to build based services that allow users to build online communities of people who share online communities of people who share interests and activities, or who are interested interests and activities, or who are interested in exploring the interests and activities of in exploring the interests and activities of others.others.

–– Users create profiles to share their personal Users create profiles to share their personal information, photos, and interestsinformation, photos, and interests

–– Users interact with one another through a variety Users interact with one another through a variety of methods of methods

Most popular Most popular social networking sitessocial networking sites

MySpace (236 million users) MySpace (236 million users)

Facebook (80 million users)Facebook (80 million users)

Linked In (23 million users)Linked In (23 million users)

BlogsBlogs

Online journal, usually maintained by an Online journal, usually maintained by an individual, with regular entries of individual, with regular entries of commentary, descriptions of events, or other commentary, descriptions of events, or other material such as graphics or videomaterial such as graphics or video

–– Provide commentary on current eventsProvide commentary on current events

–– React to issues covered in the mediaReact to issues covered in the media

–– Forum to ask questionsForum to ask questions

–– Chronicle personal experiencesChronicle personal experiences

Popular nutrition Popular nutrition and health blogsand health blogs

““Hungry GirlHungry Girl””

““Diabetes BlogDiabetes Blog””

““3 Fat Chicks3 Fat Chicks””

““EthicureanEthicurean””

Interaction between old Interaction between old and new mediaand new media

Newspapers, Magazines, and

Television

Blogs and Online Videos

Video sharing and podcastsVideo sharing and podcasts

Web site where users can upload, view and share Web site where users can upload, view and share video clipsvideo clips

–– Most popular videos are humorous, surprising, or Most popular videos are humorous, surprising, or illustrate how to do somethingillustrate how to do something

DigitalDigital‐‐media files distributed over the Internet media files distributed over the Internet using syndication feeds for playback on portable using syndication feeds for playback on portable media players and computersmedia players and computers

–– Broadcasts onBroadcasts on‐‐thethe‐‐gogo

–– School lessons to goSchool lessons to go

Examples of video Examples of video sharing sitessharing sites

YouTube YouTube

Monkeysee.comMonkeysee.com

Google Video Google Video

How to use new media at a How to use new media at a community levelcommunity level

Lead informationLead information‐‐seeking consumers to your seeking consumers to your resourcesresources

Provide credible information to Provide credible information to ““message message multipliersmultipliers””

Support individuals or groups as they strive to Support individuals or groups as they strive to change behaviorchange behavior

IFIC & Social MediaIFIC & Social Media

GoGo--To Source for Food Safety and NutritionTo Source for Food Safety and Nutrition……IFIC Partners With Monkeysee.comIFIC Partners With Monkeysee.com

Monkey See Topic Featuring:

Safe food Handling Christine Bruhn*

Help Your Diet Survive the Office

Wendy Reinhardt Kapsak*

Eat More than You Think and Not Gain Weight

Liz Rahavi*

Nutrition Secrets Sarah Alligood*

Microwave Safety Sue Snider*

All About Food Allergy Bob Gravani*

Christine Bruhn Video: 9,000+ views

* Currently posted to MonkeySee.com and IFIC.org

GoGo--To Source for Food Safety and NutritionTo Source for Food Safety and Nutrition……““Do I Have to Eliminate Certain Foods from My Do I Have to Eliminate Certain Foods from My

DietDiet””

Sarah Alligood, MPH, RD, Program Coordinator, IFIC

IFICIFIC’’s s ““WhatWhat’’s for Lunch?s for Lunch?”” on on MySpaceMySpace

An entertaining look An entertaining look at some of the at some of the issues related to the issues related to the ways food is grown! ways food is grown!

Posted to YouTube, Posted to YouTube, Facebook, MySpace Facebook, MySpace and IFIC.org and IFIC.org

Food and HealthFood and Health

http://www.ific.org/research/2008fandhsurvehttp://www.ific.org/research/2008fandhsurveywebcast.cfmywebcast.cfm

Ask An ExpertAsk An Expert VideosVideos In DevelopmentIn Development

Monitoring the blogosphere Monitoring the blogosphere

YouTube channelYouTube channel

TweetingTweeting

WebWeb‐‐site resite re‐‐design design

Food InsightFood Insight OnlineOnline

Questions?Questions?

Lauren Verduin: Lauren Verduin: [email protected]@ific.org

Sarah Alligood: Sarah Alligood: [email protected]@ific.org

Kerry Robinson: Kerry Robinson: [email protected]@ific.org

Nutrition & Food Safety Communications

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