update on (some) canadian social marketing activities to reduce the overconsumption of ...€¦ ·...

Update on (some) Canadian Social Marketing Activities to Reduce the Overconsumption of Sodiumto Reduce the Overconsumption of Sodium

Hasan Hutchinson, Director GeneralOffice of Nutrition Policy and PromotionOffice of Nutrition Policy and Promotion

Health Canada

PAHO Consortium for Dietary Salt Reduction Aug 28th 2012PAHO Consortium for Dietary Salt Reduction, Aug 28th 2012

Outline

Sodium Backgroundg

Healthy Eating Awareness and EducationPhase 1: Nutrition LabellingPhase 2: Sodium Reduction

( S )Phase 3: Healthy Weights (Food Skills)

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Awareness and Education

Sodium in the context of healthy eatingThe overall framework of healthy eating looks at the “big

i t ”picture”.Provides a comprehensive and cohesive approach to promoting

healthy eating messages.Allows us to address health eating issues, including sodium,

healthy weights and other topics.From a consumer education perspective reducing sodium isFrom a consumer education perspective, reducing sodium is

about healthy eatingIf we follow advice from Eating Well with Canada’s Food Guideand eat the right quantities of the right kind of foods we willand eat the right quantities of the right kind of foods, we will likely be eating less sodium, especially as changes in the environment (food supply) also occur.

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Healthy Eating Objectives

• Improve Canadians’ awareness and understandingImprove Canadians awareness and understanding of healthy eating, including following Eating Well with Canada’s Food Guide, understanding nutrition labelling, reducing sodium intake and improving food skills (healthy weights).

• Increase Canadians quality of life by improving their overall health and decreasing their risk of hypertension, obesity and other nutrition-related chronic diseases.

• Work collaboratively with a network of partners, including Provinces and Territories, Health Professional Associations, Health Non-Governmental Organizations and Industry AssociationsGovernmental Organizations and Industry Associations.

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Healthy Eating Awareness and Education Task Group

Members• Sub-group of the Federal / Provincial / Territorial Group on Nutrition

(FPTGN)• Membership comprised of nutrition, marketing and communications

experts from the federal, provincial and territorial govenments

PurposeTo coordinate and advance the awareness and education activities

with the federal government and the provinces and territories

To focus on healthy eating initiatives relating to nutrition labelling andTo focus on healthy eating initiatives relating to nutrition labelling and sodium reduction followed by healthy eating initiatives related to obesity and healthy weights

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Healthy Eating Awareness and Education Initiatives 2011 2012 2013 2014

Healthy Eating with Canada’s Food GuideCanada s Food Guide

Phase 1:Phase 1: Healthy Eating & Nutrition Labelling

Phase 2:Phase 2: Healthy Eating & Sodium Reduction

Phase 3: Healthy Eating & Healthy Weights

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Healthy Eating

Eating Well with Canada’s Food Guide

• Learning more about Canada's Food Guide willCanada s Food Guide will help you and your family know how much food you need, what types of foods areneed, what types of foods are better for you, and the importance of physical activity in your day.y y

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Target Audience

Primary: Parents and caregivers of children aged 2-12

S d I t di i h h lth f i lSecondary: Intermediaries such as health professionals, NGOs

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Marketing Strategy

To create awareness, engage the target audience and sustain the message through :sustain the message through :

•Promotion of easy-to understand healthy eating messages directed t t d ito parents and caregivers.

•Engagement and leveraging the support of stakeholders who deal ith th t t di ( PT NGO h lth i t di iwith the target audience (e.g. PTs, NGOs, health intermediaries,

industry associations, community leaders).

•Sustain the messages through a consumer-friendly website and social media activities supported by a Public Relations Program.

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Healthy Eating Platform and Outreach Channels

Healthy Eating Platform•Awareness & Educational messages to cut through the clutter and to reach and motivate g gparents to take action: marketing messages such as surprising facts.• Campaign Look & Feel: to hook our target audience, sustain engagement and implement a cohesive branding.Campaign products d t t i l h f t h t T itt d F b k• Campaign products: ready‐to‐use materials such as fact sheets, Twitter and Facebook messages,

interactive tools, quizzes, articles, etc. ‐ for use by all partners.

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Outreach Channels

Media Partnerships

Intermediaries PTs

NGOsIndustry

RetailPartnerships

Public Relations

Web & Digital Engagement

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Healthy Eating & Nutrition Labelling

Nutrition Facts Education Campaign (NFEC)

• Collaboration between Food & Consumer Products of Canada (FCPC) and Health Canada.

• Purpose is to raise awareness and improve use of the Nutrition Facts table, in particular, the % Daily Value.

B i di tl t f• Brings messages directly to consumers on a range of food products and drives consumers to Health Canada’s website.

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The Nutrition Facts table

Since 2005Since 2005

• Easy to find y

• Easy to read asy to ead

• On most prepackaged foodsOn most prepackaged foods

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NFEC Campaign Tactics

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www.healthycanadians.gc.ca/dailyvalue

Company Participation

•A. Lassonde Inc.•Burnbrae Farms Limited

•Dr. Oetker Canada Ltd.•Ferrero Canada Ltd.•Gay Lea Foods Co

•Nestlé Canada Inc.•PepsiCo Beverages Canada

•Campbell Company of Canada•Canada Dry Mott's Inc.

•Gay Lea Foods Co-operative Limited•General Mills Canada Corporation

•PepsiCo Food Canada•Pinnacle Foods Canada Corporation•Post Food Canada

•Cavendish Farms/Irving Consumer Products•Clover Leaf

Corporation•Hain Celestial Canada•Heinz Canada •Hershey Canada Inc.•Janes Family Foods

Corp•Reinhart Foods Limited•Smucker Foods of Canada Co.

Seafoods L.P.•Coca-Cola Ltd.•ConAgra Foods Canada

Janes Family Foods Ltd.Kellogg Canada Inc.•Kraft Canada Inc.•McCain Foods

•Ultima Foods Inc.•Unico Inc.•Unilever Canada Inc

•DANONE Inc.•Dare Foods Limited•Dole Foods of Canada Ltd.

McCain Foods (Canada) A Division of McCain Foods Limited•McCormick Canada

•McDonald's Restaurants of Canada Limited

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NFEC - Preliminary Results 2011

Advertising Campaign• National & specialty channels Jan – March 2011 + PSAs starting in June 2011• National print: 20 magazines and newspapers• Web advertising: estimated 13-15 million impressionsWeb advertising: estimated 13 15 million impressions• Google Adwords: 34,638 clicks (Nov 18 – Mar 3)• Social media: Tweets, social bookmarking, newsfeed mentions on “healthycanadians” facebook

page

O P k I iOn-Pack Impressions• 300 million total impressions (Oct 2010 – March 2011)• 31 categories carrying the campaign messages

Stakeholder engagementStakeholder engagement• Over 60 collaborators (industry, NGOs, professional organizations, P/T governments)

Pro-active media• Over 10 million impressions i e magazines radio newspapers• Over 10 million impressions – i.e. magazines, radio, newspapers

Fact Sheet• Over 275 000 fact sheets have been distributed

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NFEC - Preliminary Results

Preliminary Results - NFECPositive Behaviour changes after seeing the advertising:

Methodology:Q5. Which of the following did you do as a result of seeing this advertising? Please select all that apply. Base: Respondents who followed up as a result of seeing the advertising, n=334

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Food & Consumer Products of Canada

• “The ground-breaking Nutrition Facts Education Campaign is a unique industry and government partnership that results ina unique industry and government partnership that results in a positive and productive way to educate Canadian consumers and improve nutrition literacy.”

D k Ni hb S i Vi P id t P bli &- Derek Nighbor, Senior Vice President, Public & Regulatory Affairs

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Healthy Eating and Sodium Reduction

The purpose of this phase is to:

• Improve Canadians’ overall health and decrease their risk of phypertension, heart disease and other nutrition-related chronic diseases.

• Improve healthy eating by following Eating Well with Canada’s Food Guide and understanding nutrition labelling information.

• Reduce consumers’ intake of sodium in the context of healthy eating.

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National Sodium Reduction Messages and TipsBritish Columbia’s Ministry of Health, Dietitians of Canada, EatRight Ontario and Health Canada worked in collaboration to develop and test national

di d i i h h bli dsodium reduction messages with the public and health intermediaries.

Four Key Facts and supporting points:Four Key Facts and supporting points:• Sodium is found in salt.• We eat too much sodium.• Eating too much sodium can be harmful to our healthEating too much sodium can be harmful to our health.• Most of the foods we eat contain too much sodium.

• Tips on choosing lower sodium foods at the grocery store, limiting sodium at home and eating less sodium when eating out have also been developed.

www.healthycanadians.gc.ca/sodium

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Sodium Reduction: Website and ToolKit Website updates

• Consumer content posted to Healthy Canadians website

Stakeholder content (for health intermediaries and food industry) posted to• Stakeholder content (for health intermediaries and food industry) posted to Health Canada website

Sodium tools and resources (Sodium ToolKit)

• Web content, PowerPoint presentations and downloadable material

• Articles quizzes interactive tools apps twitter messages• Articles, quizzes, interactive tools, apps, twitter messages

• TV and Radio PSA’s, videos

• Point of purchase information

• Other educational resources

• Links to Canadian Information and resources

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Sodium Reduction Resources

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Media Partnerships – Chorus (TV & Digital)Main Concept: The Wilsons learn about Sodium & Healthy Eating

• Reality TV personalities and their 3 children take a healthy eating journey from awareness to change through.

• Delivers the story of a real family’s healthy eating journey; highly engaging and relevant for the target audience.

• Reaching parents (mostly moms) on W Network, CMT, OWN and co-viewing on YTV, Treehouse and ABC Spark.

• Digital campaign includes web ads,Digital campaign includes web ads, microsite, Twitter, Facebook and blog updates.

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Media Partnerships: ASTRAL (TV & Digital)Main Concept: Nutritionist works with a family

• Creating a series of 3 x 15-second TV spots covering grocery shopping, at home and eating out.

• Delivers the story via Astral celebrities and a celebrity nutritionist, in the context of real families’ lives.

• Reaching parents on Canal Vie, Canal D, and co-viewing on VRAK and Teletoon.

• Special microsite with articles, tips, healthy recipes, and the p , p , y p ,TV vignettes.

• Digital campaign also includes supporting social media.

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TRANSCONTINENTAL (Print & Digital)Main Concept: Content Integration: “Shake the Habit”

• “Shake the Habit” Challenge to reduce your family’s sodium intake explore the lives of 3 moms with childrensodium intake – explore the lives of 3 moms with children.

• Raising awareness of the health impact of sodium in children’s diets and the importance of healthy eating.

• Media coverage in Canadian Living and Coupe de Pouce

• Microsite on the Health Channel with blogging from the 3Microsite on the Health Channel with blogging from the 3 moms, “Ask an expert”, videos, e-newsletters, quizzes, Facebook articles and web ads.

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Possible Partnerships for Development

Retail Associations•Retail Council of Canada: Grocery Division•Retail Council of Canada: Grocery Division•Canadian Federation of Independent Grocers•Canadian Convenience Stores Association

NGOs and Health Professional Associations•Heart and Stroke Foundation of Canada•Canadian Diabetes Association•Canadian Diabetes Association•Canadian Cancer Society•Canadian Obesity Network•Dietitians of CanadaDietitians of Canada•Hypertension Canada•Etc..

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Focus on Food Skills

•Supports Healthy Eating objectives including reducingobjectives, including reducing sodium consumption

•Supports priority policy areas pp p y p yin the Federal/Provincial/Territorial (FPT) Curbing Childhood Obesity Framework

•Positive Approach

•Builds on and supports both previous and current work

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Defining “Food Skills”Food Skills include (adapted from Vanderkooy, 2010):

Knowledge i e about food nutrition label reading grocery shopping foodi.e. about food, nutrition, label reading, grocery shopping, food safety, ingredient substitution

Planningi i i l f d ti b d t t hii.e. organizing meals, food preparation on a budget, teaching food skills to children

Conceptualizing food i i f l f dj i ii.e. creative use of leftovers, adjusting recipes

Mechanical techniques i.e. preparing meals, chopping / mixing, cooking, following recipes

Food Perceptioni.e. using your senses – texture, taste, when foods are cooked

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i.e. using your senses texture, taste, when foods are cooked

Improving Cooking and Food Preparation Skills

Building on current work:

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Some Challenges to Food Skills

The most common challenges identified include:

• time;• time;

• individual/familial food choice;

• the diminished value placed on ‘cooking from scratch’;the diminished value placed on cooking from scratch ;

• large packages and portions of food along with larger kitchenware suggest larger ‘consumption norms’; and

• the general notion that nutritious diets are more expensive than less nutritious diets.

(Lang & Caraher, 2001; Lyon & Colquhoun, 2003; Wasink & Van Ittersum, 2007; Wasink & Kim, 2005)

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Opportunities

Increase nutrition literacy and resiliency:

Enable health food choices dietar habits• Enable healthy food choices, dietary habits and enjoyment of food preparation in an environment that is continually shifting.

• Improve food skills among a range of foods (i.e. address both from scratch cooking and healthier “convenience” foods)

• Capitalize on an emerging interest in the creative aspect of food skills

• Innovative actions are needed and require collaboration across• Innovative actions are needed and require collaboration across a range of sectors.

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Thank you!

Contact information:[email protected]

Eating Well with Canada’s Food Guide www.health.gc.ca/foodguide

Eat Well and Be Active Educational toolkit www.health.gc.ca/eatwell-beactive

% Daily Value www.healthycanadians.gc.ca/dailyvalue

Sodium www.healthycanadians.gc.ca/sodium

Improving Cooking and Food Preparation SkillsImproving Cooking and Food Preparation Skills www.healthcanada.gc.ca/children-healthy-eating

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Our Recipe for Partnership

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Partnership

Why?Maximize exposureMaximize exposureGain bargaining power = bang for buckExpand distributionCredibility of messagingEnhance dialogue on nutrition issues

How?Work with associations to ensure:Work with associations to ensure:

•Transparency•Non-exclusivity•N d d•No product endorsement

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Securing the Partnership

Get the right fit• Parties must have a common goalg• Partnership must be mutually beneficial• Value for money• Investigate ethical risks

Set the parameters

• Set clear deliverables• Set clear milestones• Define roles & responsibilities

• Outline the approval process

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Implementing the Partnership

Leverage the partnership

• D i t th• Design together

• Tap into each others resources

Ensure adequate resources

• To lead, deliver & manage stakeholder expectations

• To ensure effective communication

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In Summary…F t t ib ti t f l bli i tFactors contributing to a successful public-private partnership include:Having a focussed approach and specific objectivesHaving a focussed approach and specific objectivesCommon agendas that benefit all partners Complementary skills, contacts, and perspectives that the different partners bringCommunication, communication, communication!Important Features of a Successful Partnership include:Authentic TrustMutualityMutualityFeasibility and Achievability

Adapted from: Building Public-Private Partnerships in Food and Nutrition IOM 2011

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Adapted from: Building Public-Private Partnerships in Food and Nutrition, IOM, 2011

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