Public Meeting on ObesityOctober 23, 2003

Richard B. ElderInternational Food Information Council

Foundation

International Food InformationCouncil (IFIC) and IFIC

Foundation

Mission: To communicate science-based information on food safety and nutrition issues to health professionals, media, educators and government officials.

Primarily supported by the broad-based food, beverage and agricultural industries.

Working in Partnerships

• Wide range of stakeholders

• Dietary Guidelines Alliance

• ACTIVATE

• Partnership for Healthy Weight Management

Questions• “What is the available evidence that FDA

can look to in order to guide rational, effective public efforts to prevent and treat obesity by behavioral or medical interventions, or combinations of both?”

• “Based on the scientific evidence available today, what are the most important things that FDA could do that would make a significant difference in efforts to address the problem of overweight and obesity?”

Craft Messages that Connect with Consumers

• Consumer Research

• Understand how consumers think and feel about overweight

• Use consumer input to craft messages

• Lifestyle issues vs. nutrition and physical activity gaps

Targeting: One “Size” Does Not Fit All

• “tweens”– Fun, cool, not boring– Want involvement and support from parents

• Parents– Childhood overweight not seen as a health

problem—believe child will outgrow it– Don’t know how to talk about weight with kids– Don’t feel they are good role models

• Adults– Lifestyle issues paramount– Busy, hectic lives

Message Testing

• Small steps– Though it’s tough, go ahead and take

the first step toward a healthier lifestyle. Before you know it, your steps add up and you’re well on your way toward reaching your goals.

• Balance calories– To maintain your weight, balance the

number of calories you eat with the number of calories you burn off.

Message Testing

• Small Steps– Be realistic—Make small changes over

time in what you eat and the level of activity you do. After all, small changes work better than giant leaps.

It’s All About You; Dietary Guidelines Alliance, 1999

Summary

• Partnerships—existing and new

• Involve the consumer

• Targeting

• Messages that connect