United States Department of Agriculture Maximizing the Message: Helping Moms and Kids Make Healthier Food Choices Food and Nutrition Service Maximizing the Message: Helping Moms and Kids Make Healthier Food Choices 1
Acknowledgements The United States Department of Agriculture (USDA) Food and Nutrition Service (FNS) recognizes the following persons for providing their extensive technical expertise and guidance in the development of the FNS core nutrition messages and the related resources: Phase 1:FNS Core Nutrition Messages Workgroup Members Association of State & Territorial Public Health Nutrition Directors Patricia O. Race, MEd, RD, CDN Patricia Jordan, MS, RD, CDN Department of Agriculture (USDA) Tom Baranowski, PhD Children s Nutrition Research Center Agricultural Research Service Jan Adams, MS, MBA, RD Teresa Geldard, MPA, RD Nancy Gaston, MA, RD Food Distribution Division, FNS Alice F. Lockett, MS, RD, LD Melissa Walker, MBA, RD, LD Supplemental Nutrition Assistance Program, FNS Linda Melcher, MS, RD Southwest Regional Office, FNS Valery Soto, MS, RD, LD Supplemental Foods Program Division, FNS Office of Research and Analysis, FNS Department of Health and Human Services (DHHS) Wendy L. Johnson-Askew, PhD, MPH National Institutes of Health Tara Simpson, MPH, RD, LD Kristen Riehman Sullivan, MS, MPH Marie Shelton, MPH Centers for Disease Control and Prevention National WIC Association Jan Kallio, MS, RD Kara Ryan, RD, LDN, CLC Jean Heinz, RD, LD Vicki Flores, MS, RD State Partners Paul McConaughy, MA Michigan State University Extension Doris Montgomery, MS, RD, LD Iowa Department of Public Health School Nutrition Association Janey Thornton, PhD, SNS Gretchen K. Schulz, MEd, RD, LD, SNS Project Officer: Alicia H. White, MS, RD Supplemental Foods Program Division USDA Food and Nutrition Service Project Team Members: Anita Singh, PhD, RD Office of Research and Analysis, FNS Contractor Support: Taryn Antigone Adam Burns Jennifer Dusenberry Rosy McGillan Porter Novelli, Washington, DC.
Phase 2: FNS Core Nutrition Messages Workgroup Members* Association of State and Territorial Public Health Nutrition Directors Patricia Jordan, MS, RD, CDN NYS Department of Health CACFP National Professional Association Linda St. Clair, MS, RD, LDR, CDE West Virginia Department of Education Department of Agriculture Sonya M. Barnes, MS, RD Alice F. Lockett, MS, RD, LD Supplemental Nutrition Assistance Program, FNS Melanie Haake MPH, RDN Valery Soto, MS, RD Patrice Williams MS, RD Special Supplemental Food Program (WIC), FNS Akua White, MS, RD Food Distribution Division, FNS Alicia White, MS, RD Linda Melcher, MS, RD South West Region FNS Lissa Ong, MPH, RD Western Region Office, FNS Department of Health and Human Services Rosie Bretthauer-Mueller, BA Julie Eschelbach, MA* Centers for Disease Control and Prevention Wendy Johnson-Askew, PhD, MPH, RD* National Institutes of Health National Dairy Council Karen Kafer, RD Camellia Patey, RS, SNS National WIC Association Sara Sloan, MS, RD Oregon Health Authority Kara Ghiringhelli, RD, LDN, CLC Terri Medoza, MS, RD, LDN, CLC Meghan Mueller, RD, LDN, IBCLC Massachusettes Department of Health School Nutrition Association (SNA) Becky Domokos-Bays, PhD, RD, SNS Alexandria City Public Schools Judy Dzimiera, RD, LDN, MEd MD State Department of Education School & Community Nutrition Programs State Partners Loris Freier, MS, LRD ND Department of Public Instruction Christine Hradek, MPH Iowa Department of Public Health Jenne Johns, MPH* Summit Health Institute for Research and Education Barbara Lohse, PhD, RD Pennsylvania State University Paul McConaughy, MA Michigan Fitness Foundation Luz Myriam Neira, M.S., Ph.D. San Antonio Food Bank Suzanne M. Oehlke, RD, MS Portage County Health Human Services Dept. Rita Scruggs, MS, RD, SNS* Tennesee Department of Education Poppy Strode, MS, MPH, RD California Department of Public Health Rebecca Gilliam Wrenn, MS, RD, LD South Carolina Department of Health and Environmental Control Project Officer: Office of Policy Support USDA, Food and Nutrition Service Project Team Members: Joyce Patterson, MPH, RD* University of Michigan School of Public Health Contractor Support: Amy Ruth Cathy Copley Radha Rajan Taryn Antigone Rosy McGillan Porter Novelli, Washington, DC *Affiliation when appointed to the workgroup.
Table of Contents I. Speaking With One Voice... 1 II. Message Audience... 3 III. Behavioral Outcomes, Concepts, and Messages... 5 IV. Message Development and Testing...11 V. Putting the Messages Into Practice... 37 VI. Picking Your Communication Outlets and Methods... 43 VII. Evaluating Your Activities... 47 VIII. References... 49 IX. Appendixes Appendix A: Overview -- Messages, Supporting Tips, and Advice... 54 Appendix B: Messages and Supporting Content for Mothers... 55 Fruits and Vegetables Messages and Supporting Content... 56 Milk Messages and Supporting Content... 62 Whole Grains Messages and Supporting Content... 71 Child Feeding Messages and Supporting Content... 82 Appendix C: Messages and Supporting Content for Kids Ages 8-10 Years Old... 92 Appendix D: Online Communication Tools... 97 Appendix E: Resources Using the Core Nutrition Messages... 99
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