Healthy Eating Awareness and Education Initiative Healthy Eating and Health Weights with a focus on food skills

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Lambert Bates
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1 Healthy Eating Awareness and Education Initiative Healthy Eating and Health Weights with a focus on food skills NRC Webinar February 14 th, 2013 Jennifer Giurgevich, MScFN, RD Office of Nutrition Policy and Promotion, Health Canada

Outline Context Healthy eating goals Platform and outreach channels Healthy Eating Awareness and Education Initiative Phase 3: Healthy Eating and Healthy Weights

2 Outline Context Healthy eating goals Platform and outreach channels Healthy Eating Awareness and Education Initiative Phase 3: Healthy Eating and Healthy Weights (food skills) Web and Digital Engagement Healthy Canadians Consumer content Health Canada Healthy Eating Toolbox for Intermediaries Food and Nutrition RSS Feed 2

3 Healthy Eating Awareness and Education Goals Improve 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 nutritionrelated chronic diseases. Work collaboratively with a network of partners, including Provinces and Territories, Health Professional Associations, Non-Governmental Organizations, Retail and Industry Associations. 3

4 Platform & Outreach Channels Clear & consistent messages; campaign look & feel Industry / Retail Partners Media Partners Parents of children aged 2-12 Public Relations Intermediaries / PTs / NGOs Web & Digital Engagement 4

5 Healthy Eating Awareness and Education Initiative 2010/ Healthy Eating with Canada s Food Guide Foundation of the work we do Phase 1: Healthy Eating & Nutrition Labelling Nutrition Facts Education Campaign (NFEC) % Daily Value messages Phase 2: Healthy Eating & Sodium Reduction Eat Well Campaign Healthy Eating and Sodium Reduction messages Phase 3: Healthy Eating & Healthy Weights Eat Well Campaign Healthy Eating and Food skills messages (supporting Curbing Childhood Obesity Framework) 5

6 Phase 3: Healthy Eating and Healthy Weights Building on current work: Improving Cooking and Food Preparing Skills (2 reports) Healthy Eating After School Upcoming relevant publications: Measuring the Food Environment in Canada to be released March 2013 Working with Grocers in Support of Healthy Eating to be released April

7 Phase 3: Healthy Eating and Healthy Weights Defining Food Skills Knowledge + ability + practice = self-efficacy Food Skills require: Knowledge Planning Mechanical techniques Conceptualizing food Food perception (Vanderkooy, 2010) 7

8 Message Development Consumer Behavioural Research: Phase 3: Healthy Eating and Healthy Weights Rapid Response modules of the Canadian Community Health Survey Canada s Food Guide (CFG) survey looking at Canadians awareness, knowledge and use of CFG, in field May/June 12 Food Skills survey looking at Canadians food skills and eating behaviours, in field Nov/Dec 12 and Jan/Feb 13 Research results will give information on Canadians current state of knowledge and provide direction to allow the creation of effective messages Message testing: Food skills Planning messages, in field Dec 12; further planning and food skills messages, in field Mar 13 and Fall 13 Healthy weights Healthy weights message testing with BC and Dietitians of Canada, in field Jan 12 Ongoing research and message testing in to be determined. 8

9 Web and Digital Engagement Health Canada Healthy Eating Toolbox Information for Intermediaries The toolbox includes resources for intermediaries such as articles, quizzes, fact sheets, interactive tools, presentations, media relations and social media materials from partners. The Healthy Eating Awareness and Education Task Group provided input to the toolbox for the purpose of facilitating the sharing of information among the group and with NGOs. 9

10 Web and Digital Engagement Healthy Canadians Information for Consumers Ongoing updates to web content Social media: Facebook & Twitter messages connected to other channels (i.e., media, PR, partners) 10

11 Food and Nutrition RSS Feed To continue to stay up-to-date on Food and Nutrition web postings and publications, please subscribe to the Food and Nutrition RSS feed or visit us often to check out what's new on our site!

12 Contact Information 12

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A Socio-Ecological Perspective of Social Marketing Campaigns from Province and State to Nation Lauren Tobey, MS, RD Maran Subramain, M.A. Jenna Setlakwe, MPH Shailja Mathur, M.S., M.Ed., RDN Food Hero