The Role of the Media in Influencing Healthy Lifestyles

Transcription

1 The Role of the Media in Influencing Healthy Lifestyles Sylvia Rowe President and CEO International Food Information Council (IFIC) IFT Obesity Summit New Orleans, LA February 16, 2004

2 International Food Information Council (IFIC) and IFIC Foundation Mission: To communicate science-based information on food safety and nutrition to health and nutrition professionals, educators, government officials, journalists and others providing information to consumers. Primarily supported primarily by the broad-based food, beverage and agricultural industries.

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4 IFIC Foundation Web Site: ific.org

5 IFIC Foundation s Food Insight 45,000 Circulation 7% International 6,000 Media

6 Paradigm Shift Research Policy Wellness Disease Media Health Professionals Doctors Consumers Fergus Clydesdale, PhD

7 Most popular sources of food and nutrition information Television 72% Magazines 58% Newspapers 33% ADA Trends Survey, 2002

8 Value of Nutrition Information Sources Very Valuable Doctors Nutritionists Nurses TV news Radio news Internet 69% 65% 61% 61% 92% 90% 90% 87% 85% 82% 79% 0% 20% 40% 60% 80% 100% ADA Trends Survey 2000

9 Characteristics of News Information the Public Needs to Know Impact on People Will They Care? Unusual or Unexpected Dramatic, Emotional or Touching Is There Conflict or Tension? Proximity to Community Timeliness Good Pictures? Is It Exclusive?

10 Media in Transition Pressure for something new every 45 seconds Fewer TV medical and health reporters, qualified print food editors and writers Critical role of wires Increasing verticality of media ownership Proliferation of viewing/listening options including Internet Increasing globalization of media Health/obesity is hot issue

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12 Preparedness of Journalists Education State government news Terrorism Local business & financial news Land use and development News from across your state Environmental issues Family issues Healthcare National news Religion & spirituality Economics Science & technology Personal finance International news National/international business news 28% 23% 20% 19% 18% 13% 10% 35% 9% 8% 9% 37% 6% 31% 5% 34% 4% 15% 4% 22% 4% 19% 2% 14% 45% 47% 47% 59% 58% 58% 55% 75% Extremely Well ("5" rating) Good ("5" or "4" rating) Engineering 6% Jeff Cowart, FACS 0% 25% 50% 75% 100%

13 Consumer Confusion Sixty-one percent (61%) of respondents agreed with this statement: There is too much conflicting information about which foods are healthy and which are not. FMI Shopping for Health, 2001

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15 Consumer Confusion Multiple messages from multiple sources Public skepticism about expert opinions Public misunderstanding of reports on scientific findings and results Increased media coverage without physical activity and nutrition recommendations Corporate marketing strategies and health claims Competing real life and lifestyle demands

16 previous date no next date

17 January 18, 2004 Make That Steak a Bit Smaller, Atkins Advises Today s Dieters By Marian Burros

18 The Importance of Context

19 Food For Thought Research A Quantitative and Qualitative Content Analysis of Diet, Nutrition and Food Safety Reporting Commissioned By: International Food Information Council (IFIC) Foundation Conducted By: Center for Media and Public Affairs Release Date: January 2004 Food For Thought V

20 Food For Thought V Qualitative and Quantitative Analysis of Food News 1215 Stories May through July News Media Outlets 12 Magazines 10 Newspapers 2 Wire Services 7 Local Television Stations 4 National Television Networks 5 Online News Sites Food For Thought V

21 Food For Thought V AMOUNT OF COVERAGE NUMBER OF STORIES Magazines Television Newspapers/Wires Total Stories Food For Thought V

22 Food For Thought V KEY FINDINGS Obesity is the Lens Through Which All Issues Are Viewed Functional Foods - Leading Source of Benefits Biotech Focus Shifts to Trade Issues Dietary Fats Resurge Due to Trans Debate Government Experts Weigh-In More Context Being Offered Food For Thought V

23 Top Five Topics Of Discussion Obesity 15% Functional Foods 9% 13% 13% 7% 10% Disease Risk Reduction 9% 9% 13% 8% 10% Fat Intake 8% 4% 6% 10% 18% Food Biotechnology 8% 12% 6% Food For Thought V

24 Top Benefits Most Frequently Associated With Foods Reduced Heart Disease Risks 28% 23% 36% 25% 26% Weight Management 18% 3% 6% 10% 9% Reduced Cancer Risk 13% 18% 18% 19% 18% General Improved Health 11% 22% 14% 13% 14% Improved Memory 7% 2% <1% Increased Resistance to Disease 6% 13% 6% 9% 5% Reduced Osteoporosis Risk 4% 1% 5% Reduction of Foodborne Illness 3% <1% <1% Food For Thought V

25 Sources of Benefit Consume Functional Foods 23% 22% 20% 18% 14% Physical Activity 14% Eat Fruits and Vegetables 8% 15% 11% 9% 11% Eat Nutritious Meals 6% 2% 3% Eat Foods Rich in Vitamins/Minerals 6% 5% 11% 10% 11 % Increase Unsaturated Fat Intake 5% 3% 2% Eat Less Food 5% 1% 1% Eat Fewer Carbohydrates 4% <1% <1% Moderate Alcohol Intake 4% 2% <1% Decrease Fat Intake 4% 4% 5% 7% 8 % Food For Thought V

26 Top 10 Functional Food Components in the News Omega-3 fatty acids 29% 10% 4% Fiber in general 17% 23% 21% Lycopene 9% 2% 5% Vitamin C 7% 18% 15% Beneficial Fatty Acids in General 5% 1% 11% Plant Sterols in General 5% <1% 3% Prebiotics/Probiotics 4% Plant estrogens in general 4% 7% 5% Vitamin E 3% 11% 7% Carotenoids 2% 8% 5% Total Number of Stories Food For Thought V

27 Top 10 Benefits from Functional Foods Number of Claims Reduced risk of cardiovascular diseases Reduced risk of cancer Improved health in general Improved memory Weight loss/management Reduced risk of other diseases Reduced osteoporosis Improved mental health Quicker reaction time Improved fetal health Food For Thought V

28 Functional Food Components Linked to Benefits Top 10 Number of Claims Eat more fruits and vegetables Omega-3 fatty acids Increase fiber intake Eat Garlic Increase intake of foods with antioxidants Lycopene Beneficial fatty acids in general General discussion of plant estrogens Prebiotics Eat unspecified functional foods Total Number of Stories Food For Thought V

29 Sources of Harm Trans-fatty Acids 11% 2% 3% Saturated Fats 10% 2% 2% High Fat Intake 9% 2% 2% 4% 10% High Sodium Intake 6% <1% <1% Foodborne Bacteria 6% 19% 30% 29% 19% Too Little Exercise 6% BSE 5% 2% 2% Alcohol 5% 2% 1% 4% 4% Overeating 5% 4% 2% 4% Too Few Vitamins/Minerals 5% 5% 3% 5% Metals 4% 2% 2% 4% Food Biotechnology 4% 17% 11% Food For Thought V

30 Reports of Harms vs. Benefits 60% 50% 40% 30% 20% Benefits Harms 10% 0%

31 The Importance of Context

32 4/27/97 Jim Borgman, Cincinnati Enquirer

33 Assessing the Relevance of Health Attributes Scientific Evidence Cited 21% 6% 18% 34% 15% Risk/Benefit Group 17% 16% 13% 12% 15% Amount Consumed 13% 7% 13% 14% 31% Frequency of Consumption 13% 4% 10% 10% 7% Cumulative Effect 2% 1% 1% 2% 1% Total Mentions Food For Thought V

34 Example of Context Exercising for 40 minutes can reduce stress. In fact, studies show that working out on a regular basis can be as effective as taking antidepressants like Prozac. Men s Health magazine Amount Scientific Evidence

35 Reporting of Scientific Research Research Design 92% 81% 89% 88% 74% Dosage Levels 87% 57% 75% 71% 68% Sample Size in Study 80% 65% 63% 65% 43% Publication of Results 74% 61% 53% 48% 40% Use of Control Group 40% 80% 74% 57% 72% Assertion of Causality 36% 5% 5% 4% 4% Source of Funding of Research 26% 8% 13% 13% 11% Method of Exposure 24% 60% 87% 87% 85% Random Selection in Sample 19% 38% 22% 26% 22% Statistical Significance 2% 0% 2% 0% 1% Margin of Error 1% 2% 0% 0% 1% Food For Thought V

36 Quoted Sources Federal Government Food Producers & Culinary Groups Scientific Experts, Researchers & Nutrition Experts Foreign Governments 4 5 * * * Environmental & Consumer Groups Medical Sources Voluntary Health Groups Local Government State Government Food For Thought V

37 Factors Linked to Weight Gain Eating too much 29% 47% 56% Too little physical activity 28% Failure to eat balanced meals 13% 13% 11% Eating too much carbohydrate 11% 20% 13% Eating too much fat 11% 11% 9% Alcohol intake 2% 1% 6% All others 6% 7% 8% Food For Thought V

38 Factors Linked to Weight Loss or Control Reduce overall calorie intake 26% 9% 11% Physical activity 26% Eat fewer carbohydrates/sugar 15% -- 4% Eat more balanced/nutritious meals 13% 7% 14% Eat more fruits & vegetables 8% 12% 7% Fat replacers 3% -- <1% Increase intake of other nutrients 2% -- 14% Snack between meals 2% 7% -- Lower fat intake 2% 19% 14% Increase fiber intake 1% 11% 20% Increased monounsaturated fat <1% 14% -- Moderate protein consumption <1% 2% 5% All others 2% 19% 11% Food For Thought V

39 Factors Linked to Obesity Eating too much 30% 23% Too little activity 30% 16% Failure to eat nutritious meals 18% 39% Genetic predisposition 10% 1% Stress 3% 3% Boredom 2% 2% Food Addictions 2% -- Anger 1% 1% Too little calcium -- 2% Sweet tooth -- 4% Side effects of medical treatment -- 3% Infectious agent -- 2% Imbalances in brain chemistry -- 5% Other Cause 4% 1% Food For Thought V

40 Ill Effects Linked to Obesity Cardiovascular diseases 31% 24% Type II diabetes 21% 33% Unspecified harms to health 19% 17% Cancer 15% 8% Birth defects 8% -- Poor memory 3% -- Cataracts/blindness 2% -- Kidney disease 1% 2% Arthritis/joint problems 1% 7% Infertility -- 2% Asthma -- 2% Gall bladder disease -- 4% Food For Thought V

41 Obesity Solutions Mentioned Increase physical activity 35% 39% Eat less 34% 17% Eat nutritious meals 15% 16% Use of diet drugs 5% 5% Surgical intervention 4% 17% Breast feed infants 3% 3% Other specific diet plans 2% 2% Increase calcium intake 2% 2% Food For Thought V

42 2003

43 December 13-19, 2003

44 The Rising Rate of Childhood Obesity is Alarming July

45 Remember when we used to have to fatten the kids up first? The New Yorker, December 2003

46 Who s Concerned About the Obesity Issue? Health and Science Communities Government Consumer Advocacy Groups The Food and Beverage Industry Media Consumers

47 Trends in Obesity-Related Media Coverage Jan - Dec Jan - Dec Jan - Dec Jan - Dec 2003 Note: Figures represent International Food Information Council Foundation (IFIC) tracking of U.S. and International (English-speaking) wire reports and print articles on the issue and do not necessarily reflect the true number of stories.

48 Suggested Causes of Obesity in Media Stories Food/Nutrition Physical Activity Other Parental influence Availability of food Inexpensive food Good-tasting food Soft drinks Low calcium intake Dietary fats Dietary carbohydrates Parental influence No PE in schools Personal safety Community design Computer games TV watching Automobile culture Latch-key kids Genetics Aging Depression Stress Low incomes High incomes Low self-esteem Large portion sizes Snacks A virus 2003

49 Obesity Media Coverage Subjects Diet Physical Activity Disease Medical Lawsuits Legislation/Taxation Community Prevention Schools Society Junk Food General Information Marketing Portion Size Low SES/Ethnicity Labeling Addiction BMI Body Image Family Dynamics Other

50 The news media abhor a vacuum. When an issue moves into public consciousness, you must set an articulate, rational and pro-active agenda or the media will do it for you.

51 Who s Concerned About the Obesity Issue? Health and Science Communities Government Consumer Advocacy Groups The Food and Beverage Industry Media Consumers

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53 For More Information, Contact: International Food Information Council (IFIC) Foundation 1100 Connecticut Avenue, NW Suite 430 Washington, DC Phone