The Partnership to The Partnership to Promote Healthy Promote Healthy

Eating & Active Living, Eating & Active Living, Inc.Inc.

Mission: To promote healthy nutrition and physical activity lifestyle behaviors through a public/private multi-disciplinary partnership grounded on consumer consumer understandingunderstanding

History of the History of the PartnershipPartnership

Could a public/private partnership be a catalystcatalyst for promoting healthy lifestyles?

Could multiple disciplines develop a frameworkframework to guide innovative approaches by this partnership and others?

Could the focus be on consumersconsumers?

Summit Summit on Promoting on Promoting

Healthy Eating and Healthy Eating and Active Living:Active Living:

Developing a Framework for Developing a Framework for ProgressProgress

Framework for determinants of physical activity and eating behavior

entertainment industry

health care industry

transportation system

knowledge

cost

time

convenience

safety

accessibility

situation or context – physical and social

social trends

seasonality

homefood stores

health care providers

workplace

restaurants

religious, communityand non-government organizations

vehicle of transport

neighborhood

health club

parks, recreation centers, senior centers

community activity providers

shopping malls

familyfood stores

local governmentdevelopers

property owners

employer

school board, districts

non-government organizations

nonprofit providers

community

shopping mall

restaurants and food outlets

recreation facilities

architecture & building codes

government

food industryexercise,physical activity & sports industry

recreation industry

labor-saving device industry

information industry

education system

political advocacy/lobbying

Secondary leverage pointsPrimary leverage pointsBehavioral settingsLifestyleEnablers of choice

values

beliefs

life experience

social roles

educationalattainment

socioeconomic status

interpersonalrelationships

life stagehabits

self identities ethnicidentities

SocialCultural

source ofinformation

local school

day care

physiology

pleasure

geneticshierarchyof needs

Psycho-biological Core

April 20, 2000

Lessens learned from Lessens learned from previous social change previous social change

movementsmovements Tobacco control Auto restraint devices: seatbelts, child car seats Recycling Breastfeeding International efforts in nutrition, physical activity,

obesity control

Economics: Economics: The politics of self-The politics of self-

interestinterest Detailed cost-benefit analyses

Economic incentives/disincentives

Economics of technology

Funding to develop solutions

An Economic Analysis of An Economic Analysis of Eating and Physical Activity Eating and Physical Activity Behaviors:Behaviors:

Exploring effective strategies to combat obesityExploring effective strategies to combat obesity

• Convened meeting in April 2003

• 125 experts in economics, public health, nutrition, physical activity, community design and other disciplines

• Developed an economic framework for consumer choices re: eating and physical activity

• Began exploring approaches to changing behavior through leveraging economics

• Will be published in American Journal of Preventive Medicine in Fall

Measuring AOM Success: Measuring AOM Success: ROIROI

New AOM members, affiliates, delivery partners, sponsors

Reach and penetration of message

Changing attitudes

Breadth of participation among community partners

Indicators of supportive environment

Changing eating and activity behaviors

Changing health and quality of life indicators

We are uniqueWe are unique We are a true multi-disciplinary partnership,

bringing together the public and private sectors

We complement other initiatives with an integrated framework others can use to make an impact on dietary and physical activity behavior

We have a clear plan of action that complements other obesity and healthy lifestyle initiatives

We focus on understanding the consumer

What is America On the Move?

• A national initiative helping people of all ages increase lifestyle activity and eat more healthfully by making small changes adding up to big differences

• A fun, easy approach to stop yearly weight gain, that easily integrates into our busy lives

• A nationwide network of grassroots affiliates creating and sustaining community change with programs, events, and policy changes

• A public-private effort bringing programs to the community - schools, worksites, faith-based groups, legislators, etc.

• Tested programs with proven results

SIMPLE • FUN • FLEXIBLE • EFFECTIVE

We can stopWe can stopthe average American’sthe average American’s

weight gain weight gain of one to three pounds per year of one to three pounds per year

and halt the spread of obesityand halt the spread of obesity

Small Changes = BIG ResultsSmall Changes = BIG Results

AOM Partners and Supporters

AOM in the Press

How AOM Engages Americans

America On the Move Programs

National Public/PrivateWebsite/1-800# Affiliates Delivery Partners Partnerships

The Consumer

AOM Affiliate Network : 2004  California, Santa Barbara County

Colorado

District of Columbia

Florida

Georgia

Idaho

Indiana

Kansas

Louisiana

Massachusetts

Michigan

New Mexico

Nebraska

New York

New York, Saratoga County

Ohio

Tennessee

Texas

Virginia

West Virginia

Affiliate geographic reach is limited to county

Affiliate Spotlight: Tennessee On the Move (TOM)

• Legislative Involvement: Congressman Zach Wamp secured $500,000 appropriations and attended several TOM events across state

• Media Outreach and Events: Partnered with Healthy Memphis for a major public health campaign. Over 1,000 people participated in kick off event hosted by Dave Price, CBS’ Early Show Weatherman. The Early Show also ran coverage of event.

• Education: PSAs ran during televised University of Tennessee (UT) football games

• Programs at worksites: Entire UT system implemented TOM as a worksite program and subsidized the purchase of stepcounters for employees

• Programs for children: TOM is working with the Girl Scouts to develop a TOM-specific badge promoting healthy living

AOM National Delivery Partners   

Like-minded nonprofits broaden AOM’s reach:Like-minded nonprofits broaden AOM’s reach:

• Bring AOM programs to life in local communities across the nation. • Collaborate with AOM to activate customized programs

- Academy of Family Physician’s (AAFP)

- American Diabetes Association (ADA)

- American College of Sports Medicine (ACSM)

- National Coalition for Promoting Physical Activity (NCPPA)

- National Council of La Raza (NCLR) – in development

- National Urban League (NUL) – in development

AOM Programs 2004Worksites/OrganizationsWorksites/Organizations

– Companies include: PepsiCo, Mayo, Guidant Corporation, Cargill

Health ProfessionalsHealth Professionals

– AOM “Kit” to reach patients through Physicians and other Health Care professionals

– Working with American Academy of Family Physicians (AAFP) to implement AOM for physician office staff

SchoolsSchools

– Lesson plans teaching elementary and middle school children energy balance concepts

Walking GroupsWalking Groups

– Families and self-initiated neighborhood walking clubs

 AOM Reaches Consumers with its Sponsors

Examples of Sponsors creating consumer-reaching programs together with AOM:

• Colorado On the Move is promoted through statewide Nick N Willy’s Pizza chain (sign up for AOM in store, educational materials, stepcounter incentive with purchase of healthy pizza toppings

• AOM is integrated into PepsiCo’s 2005 national launch of SmartSpot products (i.e., FSCIs, in-store promotions and take-one materials, presence at Affiliate events)

• AOM registration is part of Quaker Oats Quakes walking promotion (pedometer give-aways, 6 walking destination grand prizes with AOM registration, inclusion of AOM small change messages on package)

AOM Long Term Vision• Teach children and adults Energy Balance skills and provide tools

needed to manage their weight in the current environment

• Create and implement tangible, culturally relevant solutions and products for all populations, groups and individuals

• Drive scientific research around small changes that add up to big differences

• Incorporate and recognize private and public sector efforts addressing overweight and obesity

• Create sustainable community efforts that support individual changes

Contact Information:Contact Information:

Laura Simonds, M.S., M.Ed.Executive Director

The Partnership to Promote Healthy Eating & Active Living, Inc.

617-367-6886 laura@americaonthemove.org