Update on (some) Canadian Social Marketing Activities

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1 Update on (some) Canadian Social Marketing Activities to Reduce the Overconsumption of Sodium Hasan Hutchinson, Director General Office of Nutrition Policy and Promotion Health Canada PAHO Consortium for Dietary Salt Reduction, Aug 28 th 2012

2 Outline Sodium Background Healthy Eating Awareness and Education Phase 1: Nutrition Labelling Phase 2: Sodium Reduction Phase 3: Healthy Weights (Food Skills) 2

3 Sodium in the context of healthy eating Awareness and Education The overall framework of healthy eating looks at the big 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 is about healthy eating If we follow advice from Eating Well with Canada s Food Guide and 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. 3

4 Healthy Eating Objectives 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, Health Non- Governmental Organizations and Industry Associations. 4

5 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 Purpose To 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 and sodium reduction followed by healthy eating initiatives related to obesity and healthy weights 5

6 Healthy Eating Awareness and Education Initiatives Healthy Eating with Canada s Food Guide Phase 1: Healthy Eating & Nutrition Labelling Phase 2: Healthy Eating & Sodium Reduction Phase 3: Healthy Eating & Healthy Weights 6

7 Healthy Eating Eating Well with Canada s Food Guide Learning more about Canada's Food Guide will help you and your family know how much food you need, what types of foods are better for you, and the importance of physical activity in your day. 7

8 Target Audience Primary: Parents and caregivers of children aged 2-12 Secondary: Intermediaries i such as health professionals, NGOs 8

9 Marketing Strategy To create awareness, engage the target audience and sustain the message through : Promotion of easy-to understand healthy eating messages directed to parents and caregivers. Engagement and leveraging the support of stakeholders who deal with the target t audience (e.g. PTs, NGOs, health intermediaries, i industry associations, community leaders). Sustain the messages through a consumer-friendly website and social media activities supported by a Public Relations Program. 9

10 Healthy Eating Platform and Outreach Channels Healthy Eating Platform Awareness & Educational messages to cut through the clutter and to reach and motivate parents 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: ready to use materials such as fact sheets, Twitter and Facebook messages, interactive tools, quizzes, articles, etc. for use by all partners. Outreach Channels Intermediaries PTs NGOs Industry Media Partnerships Retail Partnerships Public Relations Web & Digital Engagement 10

11 Healthy Eating Awareness and Education Initiatives Healthy Eating with Canada s Food Guide Phase 1: Healthy Eating & Nutrition Labelling Phase 2: Healthy Eating & Sodium Reduction Phase 3: Healthy Eating & Healthy Weights 11

Healthy Eating & Nutrition Labelling Nutrition Facts Education Campaign (NFEC) Collaboration between Food & Consumer Products of Canada (FCPC) and Health Canada.

12 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. Bi Brings messages directly to consumers on a range of food products and drives consumers to Health Canada s website. 12

13 The Nutrition Facts table Since 2005 Easy to find Easy to read On most prepackaged foods 13 13

14 NFEC Campaign Tactics 14

15 15 15

16 Company Participation A. Lassonde Inc. Burnbrae Farms Limited Campbell Company of Canada Canada Dry Mott's Inc. Cavendish Farms/Irving Consumer Products Clover Leaf Seafoods L.P. Coca-Cola Ltd. ConAgra Foods Canada DANONE Inc. Dare Foods Limited Dole Foods of Canada Ltd. Dr. Oetker Canada Ltd. Ferrero Canada Ltd. Gay Lea Foods Cooperative Limited General Mills Canada Corporation Hain Celestial Canada Heinz Canada Hershey Canada Inc. Janes Family Foods Ltd. Kellogg Canada Inc. Kraft Canada Inc. McCain Foods (Canada) A Division of McCain Foods Limited McCormick Canada Nestlé Canada Inc. PepsiCo Beverages Canada PepsiCo Food Canada Pinnacle Foods Canada Corporation Post Food Canada Corp Reinhart Foods Limited Smucker Foods of Canada Co. Ultima Foods Inc. Unico Inc. Unilever Canada Inc McDonald's Restaurants of Canada Limited 16

17 NFEC - Preliminary Results 2011 Advertising Campaign National & specialty channels Jan March PSAs starting in June 2011 National print: 20 magazines and newspapers Web advertising: estimated million impressions Google Adwords: 34,638 clicks (Nov 18 Mar 3) Social media: Tweets, social bookmarking, newsfeed mentions on healthycanadians facebook page On-Pack Impressions 300 million total impressions (Oct 2010 March 2011) 31 categories carrying the campaign messages Stakeholder engagement Over 60 collaborators (industry, NGOs, professional organizations, P/T governments) Pro-active media Over 10 million impressions i.e. magazines, radio, newspapers Fact Sheet Over fact sheets have been distributed 17

18 NFEC - Preliminary Results Positive Behaviour changes after seeing the advertising: Preliminary Results - NFEC 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 18

19 Food & Consumer Products of Canada The ground-breaking Nutrition Facts Education Campaign is a unique industry and government partnership that results in a positive and productive way to educate Canadian consumers and improve nutrition literacy. - Derek Nighbor, Senior Vice President, Public & Regulatory Affairs 19 19

20 Healthy Eating Awareness and Education Initiatives Healthy Eating with Canada s Food Guide Phase 1: Healthy Eating & Nutrition Labelling Phase 2: Healthy Eating & Sodium Reduction Phase 3: Healthy Eating & Healthy Weights 20

21 Healthy Eating and Sodium Reduction The purpose of this phase is to: Improve Canadians overall health and decrease their risk of hypertension, 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. 21

National Sodium Reduction Messages and Tips British Columbia s Ministry of Health, Dietitians of Canada, EatRight Ontario and Health Canada worked in

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 health.

22 National Sodium Reduction Messages and Tips British Columbia s Ministry of Health, Dietitians of Canada, EatRight Ontario and Health Canada worked in collaboration to develop and test national sodium reduction messages with the public and health intermediaries. 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 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. 22

23 Sodium Reduction: Website and ToolKit Website updates Consumer content posted to Healthy Canadians website 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 TV and Radio PSA s, videos Point of purchase information Other educational resources Links to Canadian Information and resources 23

24 Sodium Reduction Resources 24

25 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, microsite, Twitter, Facebook and blog updates. 25

26 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 TV vignettes. Digital campaign also includes supporting social media. 26

27 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 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 3 moms, Ask an expert, videos, e-newsletters, quizzes, Facebook articles and web ads. 27

28 Possible Partnerships for Development Retail Associations 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 Cancer Society Canadian Obesity Network Dietitians of Canada Hypertension Canada Etc

29 Healthy Eating Awareness and Education Initiatives Healthy Eating with Canada s Food Guide Phase 1: Healthy Eating & Nutrition Labelling Phase 2: Healthy Eating & Sodium Reduction Phase 3: Healthy Eating & Healthy Weights 29

Federal/Provincial/Territorial (FPT) Curbing Childhood Obesity

30 Focus on Food Skills Supports Healthy Eating objectives, including reducing sodium consumption Supports priority policy areas in the Federal/Provincial/Territorial (FPT) Curbing Childhood Obesity Framework Positive Approach Builds on and supports both previous and current work 30

31 Defining Food Skills Food Skills include (adapted from Vanderkooy, 2010): Knowledge i.e. about food, nutrition, label reading, grocery shopping, food safety, ingredient substitution Planning i.e. organizing i meals, food preparation on a budget, teaching food skills to children Conceptualizing food i.e. creative use of leftovers, adjusting recipes Mechanical techniques i.e. preparing meals, chopping / mixing, cooking, following recipes Food Perception i.e. using your senses texture, taste, when foods are cooked 31

32 Improving Cooking and Food Preparation Skills Building on current work: 32

33 Some Challenges to Food Skills The most common challenges identified include: time; individual/familial food choice; 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) 33

Opportunities Increase nutrition literacy and resiliency: Enable healthy

environment that is continually shifting.

34 Opportunities Increase nutrition literacy and resiliency: 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 a range of sectors. 34

35 Thank you! Contact information: Eating Well with Canada s Food Guide Eat Well and Be Active Educational toolkit % Daily Value Sodium Improving Cooking and Food Preparation Skills 35

36 Our Recipe for Partnership 36 36

37 Partnership Why? Maximize exposure Gain bargaining power = bang for buck Expand distribution Credibility of messaging Enhance dialogue on nutrition issues How? Work with associations to ensure: Transparency Non-exclusivity No product endorsement 37 37

38 Get the right fit Securing the Partnership Parties must have a common goal 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 38 38

39 Implementing the Partnership Leverage the partnership Design togetherth Tap into each others resources Ensure adequate resources To lead, deliver & manage stakeholder expectations To ensure effective communication 39 39

40 In Summary Factors contributing ti to a successful public-private i partnership include: Having a focussed approach and specific objectives Common agendas that benefit all partners Complementary skills, contacts, and perspectives that the different partners bring Communication, communication, communication! Important Features of a Successful Partnership include: Authentic Trust Mutuality Feasibility and Achievability Adapted from: Building Public-Private Partnerships in Food and Nutrition, IOM,

Offering Canadians healthier Products

Offering Canadians healthier Products Canada s food and beverage manufacturers play an important role in promoting the health and wellbeing of Canadians. It s a responsibility Food & Consumer Products