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PLAN, PREPARE AND SERVE

3+ Fruits and Veggies each Evening Meal is easy as 1 – 2 – 3!

8 January 2010

Meagan Araujo, MAMark Swanson, PhD

Dorothy D. Zeviar, Ed.D., LAc

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BACKGROUND

% of Obesity in US

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Correlation of Obesity and Type 2 Diabetes

The prevalence of obesity has increased by 61% since 1991. More than 60% of U.S. adults are overweight. Source: National Diabetes Education Program (NIH)

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Epidemiology of Type 2 Diabetes

• Disproportionately affects African-Americans, Hispanics and Native Americans

• Co-morbidities associated with Diabetes include Hypertension, Heart disease, Stroke, Blindness, Kidney disease, Neuropathy, Amputation, ED

• Diagnosed: 17.9 million people• Undiagnosed: 5.7 mlllion people• Pre-diabetic: 57 million people -- 16% of the population• 1 in 6 adolescents has pre-diabetes• 7th leading cause of death

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Costs of Type 2 Diabetes

• $58 Billion in indirect costs• $116 Billion in direct medical costs• Average medical costs 2.3 times higher• Total costs w/ undiagnosed and pre-diabetes = $218 B! • 20% of healthcare dollars spent on people w/ Diabetes• 88 million disability days• 176,000 cases of permanent disability = $7.5 Billion!

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Relationship of Nutrition and Good Health

Evidence points to better health with increased consumption of whole grains and fresh fruits and vegetables; i.e.,

• Reduced risk of obesity and diabetes

• Fewer missed days of school• Fewer illnesses, colds• Fewer doctor visits• Better school performance• Better cognitive ability, capacity to learn

Source: USDA, National Food and Ag Policy Project, WHO, World Bank, UN

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Purpose and Focus

• Purpose: To prevent or reduce the incidence of Type 2 Diabetes among minority families

• Focus: Help mothers of young children in East Tampa increase the amount of fruits and vegetables served to their families at the evening meal

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SWOT Analysis

• Strengths:– Staff are experienced working with Diabetes and Nutrition

– Staff are trained in Social Marketing

– Established alliances with USF, Neighborhood coalitions, networks with government agencies, ecumenical council, pediatricians, local clinics

– Grant money from CDC and USF

– Access to the target population

– Knowledge of past and existing campaigns

• Weaknesses:– Limited $$ and time constraints

– Image/ Reputation of Public Health workers with target population

– Possible limited understanding of Social Marketing by Funders

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SWOT Analysis, cont

• Opportunities:– East Tampa collaborative partnerships– WIC farmers market program– 5-a-Day Campaign– Food Pyramid– Michele Obama and media coverage of gardening

• Threats:– Emphasis on convenience in our culture– Cost of fresh fruits and vegetables– Inconvenience of preparation– Consumer ignorance and confusion of food preparation– “Foodies” set the bar too high for the average homemaker– 5-A-Day to 7-A-Day a moving target; breeds confusion– Ubiquity of fast food– Cultural perceptions of fresh food and veggies

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Target Audiences

• Primary: Minority moms in East Tampa with young children

– Mothers are in Contemplative or In Action stage of readiness for change– Access to full-service grocery stores within defined boundary is limited– 84% African-American– Per-capita income = $11,133

• Secondary: Providing support for primary target

– Ministers within E Tampa • Emphasize role of nutrition in being a good mom

– Kids• Create campaign materials, giving them

a stake in encouraging desired behavior

Source: 2000 Census

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Goals and Objectives

• Goal: Increase the number of families who serve 3+ fruits and veggies at each evening meal by 10% this year

• Behavior Objective: Offer 3+ servings of fruits and veggies with each evening meal. “Family Time”

• Knowledge Objectives: – How to plan and prepare a healthy meal– How to prepare veggies– How to overcome children’s resistance to eating veggies

• Belief Objectives: – Eating 3+ fruits and veggies at evening meal contributes to reduced incidence of obesity and Diabetes– Serving 3+ fruits and veggies is easy and convenient (self-efficacy)– It is important to establish good eating habits early in life– Small steps are beneficial

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Barriers

• $• TIME• Accessibility

– location, transport, varying work schedules, quality

• Menu planning and cooking techniques• Taste preferences and resistance• Cultural appropriateness

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Benefits

• I’ll be a better mom

• Kids will be less likely to develop chronic health conditions associated with poor nutrition

• Healthier kids mean:

– Moms missing less work

– Improved school performance

– Healthier adults

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Competition

• Fast Food – Convenience and Taste

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Positioning Statement

We want mothers of young children in East Tampa to see

serving three or more fruits and vegetables at every

evening meal as an important part of their job as mothers

and as more important and beneficial than convenience and

current taste preferences.

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Product Strategies

Customizable kids plates

“Easy as 123” Song:

http://www.youtube.com/watch?v=SyMyKOsc1hU

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• Container Garden Kits

• Recipe Contest

• Meal Planner w/ Recipes

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Price Incentives

• Monetary incentives– Free transportation to area supermarkets

and farmers market

– Encourage target audience to utilize the WIC Farmers Market Nutrition Program

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• Non-monetary incentives– Menu plans/recipe suggestion

sheet distributed monthly

-“Frequent buyer” cards to be punched by produce vendors to recognize and reward produce purchases

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Price Disincentives

• No monetary charges for the tangible objects and services provided by the campaign– Financial costs of fruits and vegetables are

already a key barrier to action

• No nonmonetary disincentives – Ethical concerns, since core product is “Being

a better mom”

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Place

• Points of decision making– Points of purchase

(grocery, farmers market)

– Target audience’s kitchens

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• Distribution of tangible objects– At schools (pre- and elementary)

• Serving size plate

(early in school year)• Food pyramid cards

– At groceries and farmers market• Menu planner/recipes (weekly)

– At area churches• Menu planner/recipes• Container gardening kits (beginning of growing

season)

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• Distribution of associated services– Schools: decoration of plates by kids– Neighborhood: van transport to groceries and

farmers markets– Phone: container gardening assistance from

Master Gardeners• Distribution assistance from

– Church leaders– Supermarket produce managers– School personnel– Master Gardeners

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Promotion

• Key messages– Serving 3+ fruits and veggies at every

evening meal is good for your family– It’s easy to serve 3+ fruits and veggies at

every evening meal

• Who delivers the message?– Ministers– Lee Davis Health Center– County Health Department

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Promotion – Creative Strategies

Core Product: Be a better mother“Too many kids are consuming high-calorie food with low nutritional value. We all have to eat vegetables every single day, every day.”

“Serving more fruits and veggies … easy as 1, 2, 3!”

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Communication Channels

• Churches– Church bulletins, posters

• Points of food purchase (groceries and farmers market– Posters, menu planners

• Neighborhood– Posters in bus shelters/buses

• Radio PSAs of “Easy as 1,2,3!”