TRANSLATING THE DIETARY GUIDELINES INTO ACTION

Transcription

1 TRANSLATING THE DIETARY GUIDELINES INTO ACTION L I L L I AN F O U N TAIN S MI T H C O N F E R ENCE H O L L E Y G R A I NGER, MS, R D J U N E 4, DISCLOSURE This talk sponsored by: Other clients of potential influence: Milk PEP Spokesperson National Dairy Council Ambassador Kellogg Breakfast Council Stemilt Kitchen Council 1

2 OBJECTIVES Attendees will be able to: 1 Create consumer-friendly sound bites that motivate, inspire, encourage change and engage consumers. 2 Translate science into practical, healthy food choices. 3 Communicate healthy eating and nutrition messages to their clients. 4 Discuss key takeaways from the Dietary Guidelines Committee Advisory Report WHAT CONSUMERS WANT Science broken down for them Simple advice Small doable steps To be talked to (not at) Reasons to believe in you Engaged Entertained Empowered Have fun Be on trend 4 2

3 OUR ROLE AS TRANSLATORS Share Information Inspire & Delight Change Behavior 5 TRANSLATING SCIENCE TO NUTRITION MESSAGES Be Clear and Concise Make it Memorable Make it Matter Use Visuals Be Action-Oriented 6 3

4 BE CLEAR AND CONCISE 1960s 1990s Today 43 seconds 7-9 seconds 140 characters Incredible Shrinking Soundbite 7 MAKE IT MEMORABLE Use storytelling and nostalgia Create advice specific, manageable, and actionable advice Lead with trends or emotions versus science Make it fun and entertaining 4

5 MODERN DAY STORYTELLING Showing Actions Inspiration Engaging NOT Telling NOT Information NOT Messages NOT Educating 9 MAKE IT MATTER Personalize and customize Respect individual preferences and schedules Be audience specific Make messages match interest, lifestyle 5

6 THE POWER OF VISUALS Gets people s attention quickly Helps us learn faster and more effectively Lets people do their own thinking Helps us tell stories Makes the message memorable 11 RISE OF THE VISUAL WEB Long form: 1,000 words Short form: 3 lines of text 140 characters Images/Video/ Charts/Graphs 12 6

7 BE ACTION-ORIENTED What s the little thing that I can do today to make my nutrition just a tiny bit better? ACTION-ORIENTED EXAMPLES Set out breakfast foods the night before. Move healthier foods to eye level in the fridge. Freeze fruits and veggies into smoothie packets. Cereal: thriftydecorchick.com Fridge: activelynorthwest.com Smoothie packs: beentherebakedthat.blogspot.com 14 7

8 LET S TRANSLATE! THE DIETARY GUIDELINES Nation s nutrition policy Food-based nutrition guide Reviewed and updated every five years Based on review of evidence from the Dietary Guidelines Advisory Committee Help us establish some nutrition standards Based on scientific studies to help us understand the way Americans should be eating Jointly administered by the USDA and DHHS 8

9 WHY ARE THEY IMPORTANT? Basis of federal nutrition policy, education, outreach, and food assistance programs They influence the DG other countries will have All federal dietary guidance for the public is required to be consistent with the DG Address significant nutrition-related health issues facing the US population, less than optimal dietary patterns and food insecurity THE ADVISORY REPORT NOT the Dietary Guidelines for Americans policy or a draft of the policy Informs the Federal government of current scientific evidence on topics related to diet, nutrition, and health Provides the Federal government with a foundation for developing national nutrition policy 9

10 DIGGING THROUGH 572 PAGES HIGHLIGHTS OF THE REPORT Shortfall Nutrients/Low Intake Food Groups Over consumed Nutrients/Over consumed Food Groups Healthy Diet Patterns Sodium Saturated Fat Added Sugar Cholesterol Sustainability Family Physical Activity EVER-EVOLVING RECOMMENDATIONS Year Weight Sugar Fat 1980 Maintain ideal weight Avoid too much Avoid too much 1985 Maintain desirable weight Avoid too much Avoid too much 1990 Maintain healthy weight Use only in moderation Chose diet low in fat 1995 Improve your weight Choose diet moderate in sugars 2000 Aim for a healthy weight Choose foods to moderate sugar intake Choose diet low in fat Choose diet low in fat 2005 Manage body weight No guidance Choose fats wisely 2010 Balanced calories to manage weight Reduce added sugars Consume <10% cals from sat fat 2015??? Chart: tobyamidor.com 10

11 HEALTHY DIET PATTERN Healthy diet patterns Higher intake of vegetables, fruits, whole grains, seafood, low- and non-fat dairy, legumes, and nuts Moderate intake of alcohol (in adults) Lower intake of red and processed meat Low in sugar-sweetened foods and drinks and refined grains Eat wholesome foods in sensible combinations -David Katz HEALTHY DIET PATTERN Strong evidence shows that it is not necessary to eliminate food groups or conform to a single dietary pattern to achieve healthy dietary patterns. Rather, individuals can combine foods in a variety of flexible ways to achieve healthy dietary patterns, and these strategies should be tailored to meet the individual s health needs, dietary preferences and cultural traditions. 11

12 SHIFT THE FOCUS To the POSITIVE PREVENTING health problems versus TREATING them after they ve developed Focus on what you should be eating versus on what you should be avoiding WHICH FOODS ARE WE NOT EATING? 90% of US population does not meet vegetable recs 15% of US population does not meet fruit recs 80% of US population does not meet dairy recs 95+% of US population does not meet whole grain recs Result: Shortfall nutrients Vitamin A, Vitamin D, Vitamin E, Vitamin C, Calcium, Fiber, Folate, Magnesium, Potassium, and Iron (premenopausal women and children) Bold = nutrient of concern 12

13 EXAMPLE ADVICE Make oatmeal with milk instead of water. Add extra veggies to spaghetti sauce. Stack your sandwich with at least 3 different veggies. Oatmeal: tastefullygf.com Spaghetti: foxeslovelemons.com Sandwich: foodwinethyme.com WHICH FOODS ARE WE OVEREATING? Sodium, saturated fat, and added sugars are not intended to be reduced in isolation, but as a part of a healthy dietary pattern that is balanced, as appropriate, in calories. 13

14 EXAMPLE ADVICE Swap sparkling water with lime for lemon-lime soda Add black beans to brownies & reduce the sugar Season with herbs instead of salt. Water: drgullo.com Brownies: eatgood4life.com Veggies: healthyideasplace.com INFOGRAPHIC EXAMPLE 14

15 OVER-CONSUMED NUTRIENTS Sodium Goal: < 2,300mg dietary sodium/day Shake the salt! Flavor your food with herbs and spices. Cook more fresh foods at home. 29 OVER-CONSUMED NUTRIENTS Saturated Fat Goal: < 10% of total calories per day *200 calories or 22 grams of saturated fat (in a 2000 cal diet) Use olive or canola oil when sautéing vegetables. Choose legumes or salmon as a protein source

16 OVER-CONSUMED NUTRIENTS ADDED Sugar Goal: < 10% of total calories per day (reduced from previous rec of 25%) *200 calories or 50 grams sugar (in a 2000 cal diet)* 12g natural sugar in 1 cup milk vs 35g added sugar in 1 (12-oz) soda PROPOSED NEW NUTRITION FACTS LABEL Current Revised 16

17 SHRIMP OMELET? Cholesterol No longer nutrient of concern What we can explain: Foods that contain dietary cholesterol like shrimp and egg yolks do not negatively impact the cholesterol in your blood. So, enjoy whole eggs and shrimp as part of a healthy and balanced diet. SUSTAINABILITY Reduce food waste. Reduce portion size. Include more plantbased foods 17

18 FAMILY Share family meals Important to cook and eat together PHYSICAL ACTIVITY 18

19 NEXT STEPS Consider: How do we create a culture of health were healthy lifestyle choices are easy, accessible, affordable, and normative? Now we wait Comment period over HHS & USDA review report and comments DGAs released at end of 2015 QUESTIONS? LET S CONNECT! holley@holleygrainger.com 19