ReThink Your Drink Collaborative & Partner

Spokesperson Training

Michael MillerPaula Hamilton

Brown∙Miller Communications

Overview

• Reviewing History

• Consulting Facts

• Mastering Elements of Communication

• Interviewing Tips

• Tackling Tough Questions

Obesity Trends* Among U.S. AdultsBehavioral Risk Factor Surveillance System, 1985

(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)

No Data <10% 10%–14%

Obesity Trends* Among U.S. AdultsBRFSS, 1990

(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)

No Data <10% 10%–14%

Obesity Trends* Among U.S. AdultsBRFSS, 1995

(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)

No Data <10% 10%–14% 15%–19%

Obesity Trends* Among U.S. AdultsBRFSS, 2000

(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)

No Data <10% 10%–14% 15%–19% ≥20%

Obesity Trends* Among U.S. AdultsBRFSS, 2005

(*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)

No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%

CA Adult Obesity Rates

Source: Behavior Risk Factor Surveillance System, 2010. http://www.cdc.gov/obesity/data/trends.html

1985 20100

5

10

15

20

25

30

Ob

esity Prevalen

ce

Childhood Obesity • Overweight among American children ages

6-19 increased nearly 4-fold from 1963-2000

CA childhood obesity rates: Source: NHANES - 1963-65 through 1999-02

Why Drinks?• We are not biologically-equipped to

fully recognize liquid calories

Liquid calories: DiMeglio DP, Mattes RD. Liquid versus solid carbohydrate: effects on food intake and body weight. International Journal of Obesity. 2000; 24: 794-800

Adolescents

Yearly ConsumptionOf Sugary Drinks

50 gallons per year

39 pounds of sugarYearly consumption of sugary drinks: Kiyah and Popkin. Obesity. 2007;15:2739 –2747 and Beverage Digest, 54(13):5. June 12, 2009

Serving Size Expansion

6.5 oz 12 oz 20 oz 33 oz (1L) Today

Babey SH, Jones M, Yu H, Goldstein H. Bubbling Over: Soda Consumption and Its Link to Obesity in California. UCLA Center for Health Policy Research and California Center for Public Health Advocacy, 2009.

0

50

100

150

200

250

300

Total Sweetened Beverages

kcal

/per

son

/day 278

cal/day

120 cal/day

Equivalent of 43% of new

calories

INCREASE IN PER CAPITA CALORIE INTAKE (1977-2001)

Single Largest Contributor to Adult

Obesity Epidemic

Children

41% of kids age 2-11

62% of kids age 12 -17DRINK A SODA OR

MORE A DAY

Babey SH, Jones M, Yu H, Goldstein H. Bubbling Over: Soda Consumption and Its Link to Obesity in California. UCLA Center for Health Policy Research and California Center for Public Health Advocacy, 2009.

Added Sugar Stacks Up

It’s more than waistlines….

Scientific Evidence

• Cross sectional studies, longitudinal studies, intervention trials

• Each additional soda children consume daily increases obesity risk by 60%

• Adults who drink soda daily are 27% more likely to be overweight

Babey SH, Jones M, Yu H, Goldstein H. Bubbling Over: Soda Consumption and Its Link to Obesity in California. UCLA Center for Health Policy Research and California Center for Public Health Advocacy, 2009.

Ludwig, D. S., Peterson, K. E., Gortmaker, SL. (2001) Relation between consumption of sugar-sweetened drinks and childhood obesity: a prospective, observational analysis. Lancet. 357: 505–508

“It is unreasonable to expect that people will

change their behavior easily when so many

forces in the social, cultural, and physical

environment conspire against such change.”

Public Health Movements

• Sanitation• Worker Safety• Clean Air/Clean Water• Auto Safety• Drunk Driving• Lead Poisoning• Violence Prevention• Tobacco Control

Universal Lessons

• The solution is NOT just a matter of personal responsibility

–Education is critical

–Environments must change

–Federal, state and local policies are crucial

Increasing Availability

Everywhere

Marketing to Youth

• $500 million spent annually marketing sugary drinks to children and adolescents

• More than $1 million a day

• Television, digital, product placement and more

Source: Federal Trade Commission 2008

SSB TV Buys

Source: TNS Media Intelligence

Youth-Targeted Placement

People are bombarded with messages

You need to get their attention

You need to control the conversation

Communicatingin a confusing

world

Key Elements of Communications

• Know Your Audience

• Know Your Issue

• Know What You Want to Achieve

• Message Appropriately

KnowYourAudience

People

Partners

Policymakers

Press

Know Your Audience

• What matters to them?

• What’s the benefit or risk?

• Who influences their thoughts and behaviors?

Electronic News Radio Television

Print Newspaper Magazine Talk Radio

Social Media Understandin

g the Media

What is News?

• Timely• Local• Significant• Trends• Ironic• Controversial• Celebrity

Your Message…

WHAT: What do they need to know?

WHY: Why should they care?

ACTION: What action do you want them to take?

Simple, Direct, Clear

Your Message…

WHAT – The [name of] Collaborative encourages you to ReThink Your Drink and choose healthier beverages.

WHY – Every drink is an opportunity to maximize your [performance, nutrition, health, be a role model for your children].

ACTION – Limit consumption of sugary drinks and choose [water] instead.

Tell a Story

Provide a compelling, true-

life example of the importance of

healthy beverage choices and

communities that support them.

Governor Schwarzenegger interview on Meet the Press

Stay on Message

When You Don’t…

Interview Tips• Prepare yourself

• Maintain control of the interview

• Repeat important points

• Be direct and honest

• Honor deadlines

• Engage in a conversation

• Ask questions

• Make sure the interviewer understands you

• Build a relationship

Interview Don’ts

• Say anything you don’t want repeated

• Use jargon

• Answer questions with a simple “no” or “yes”

• Become confrontational

• Speak on behalf of others

• Assume

• Be afraid to say “I don’t know”

Bridging

• Click to add content

Flagging

Tackling the Tough Questions

There are many causes of obesity.

Why focus on drinks alone?

Focus on Drinks

• The 2010 Dietary Guidelines for Americans specifically recommends:

“Reduce intake of sugar-sweetened beverages…Sugar-sweetened beverages provide excess calories and few essential nutrients to the diet (Chapter 2, page 16)

• Our campaign provides nutrition education, such as label reading and health information, that helps people make healthy choices for all parts of their diets

Shouldn’t parents decide what their children eat and

drink?

Parental Support• Parents are the gatekeepers for their

children’s health

• We support them by teaching them the skills they need to make healthy choices and by ….

Helping parents learn how they can build environments that support those choices and reinforcing this guidance to children when outside the home.

If sugar is the problem, isn’t juice

just like soda?

Juice• We educate parents and children on

sources of added sugar in their beverages

• 100% Juice provides added dietary benefits and is recommended in small amounts

• We encourage consumption of whole fruits and vegetables

• Consumption trends for soda are greater than those for juice

It’s the couch not the can!

Exercise…

• Exercise plays a vital role in overall health and weight maintenance

• Key to good health is a balance between calories expended through exercise and calories consumed in food and drink

Are diet sodas a better alternative?

Diet Sodas…

• Evidence is mixed

• The best alternative is a glass of water

• Clean, cool and refreshing tap water is:

Sugar-free

Calorie-free

Cost-free

What about flavored milk?

Flavored Milk

• We are dedicated to reducing added sugar in all beverages children drink

• For less added sugar, offer kids unflavored milk

• We teach parents that 8 ounces of flavored milk typically contains 4 teaspoons of added sugar

My kid plays soccer so we give him sports

drinks. What’s wrong with that?

Sports Drinks• We are dedicated to reducing added sugar

in the beverages children drink; for less added sugar, offer kids water after exercise

• A 16 ounce serving of a typical sports drink has 7 teaspoons of sugar

• Dr. Robert C and Veronica Atkins Center for Weight & Health, Frequently Asked Questions About Sports Drinks UC Berkeley 2007 Prepared by Kristine Madsen MD, MPH, FAAP:– Sports drinks are indicated for extended periods

of exercise and for exercise during extreme weather conditions such as high heat and humidity.

– Even when children exercise vigorously for an hour, experts agree that water works for rehydration

This sounds like “nanny government.” Why are you

trying to limit people’s choices?

Nanny State

• Our campaign is working to provide people with more choices

• Californians want healthy and affordable drink options where they work, shop, live and play.

• Our campaign is dedicated to providing the information people need to make wiser, healthier choices

What’s wrong with an occasional treat of

soda?

Treats• Sugary drinks are not being consumed as

an occasional treat

• The typical California adolescent drinks more than a soda a day

• A 20 ounce soda contains more than 16 teaspoons of sugar

• That’s why the 2010 Dietary Guidelines for American’s recommends individuals limit their intake.

Questions…

?