2011

1. 2011

2. What isFOOD 4U? FOOD 4U is an awareness campaign on healthy eating habits promoted by the Italian Ministry of Agricultural, Food and Forestry policies. Aimed at 14 to 19 year-old high school students from 16 EU member states. Students willing to participate to the FOOD 4U competition create a video-spot concerning healthy eating habits and the importance of a well balanced diet. An International Jury selects about 30 video-spots, 2 from each country, assigning an award stay in Italy to the students and teachers who have developed the spot. Among these, one is selected as the winner of the yearly FOOD 4U Award.

3. “Governments need to give food safety just as much attention as they devote to the quality and safety of pharmaceutical products. Not everyone needs to take medicine every day but all people need food each and every day.” (WHO Director-General Dr Margaret Chan ).

4. Why be concerned? According to the World Health Organization andthe Task Force on Obesity: among the 25 EU member states, 14 million children are overweight, of these 3 million are obese. 20% youngsters between 13 and 17 yrs of age are overweight. overweight

5. in many EU member states, over half the adult population is overweight. + 400.000 cases per year (affecting ¼ of EU children). greater risks linked to type-2 diabetes, high blood pressure and heart disease.

6. WHO further projects that by 2015, approximately 2.3 billion adults will be overweight and more than 700 million will be obese • The problems of overweight and obesity are dramatically on the rise

7. The European Parliament states: This situation“prompts us to press the alarm button”. Promoting healthy diets and physical activity: a European dimension for the prevention of overweight, obesity and chronic diseases, EU Parliament 6.12.06. The World Health Organization states: “It is time to act. Obesity not only harms the health and well-being of a vast proportion of the population, and generates large expenditures by health services, but also has a striking and unacceptable impact on children”. The challenge of obesity in the WHO European Region and the strategies for response, 2007

8. The European Union has reported some main goals in recent documents such as: Green Paper(December 2005) EU Charter (Istanbul, November 2006) to contrast obesity problems, subscribed by all members, Italy included The report, entitled "Promoting healthy diets and physical activity" calls all countries to take the following steps: Recognise obesity officially as a chronic disease to prevent discrimination. Inform people from an early age of the effects of a poor diet. Ensure that schools have sports facilities.   Providefunding to enable schools to provide healthy meals instead of traditional fatty foods. Frédérique Ries

9. FOOD 4Ufollows such guidelines through: - awareness of facts • invention of a creative method - training of young advertisers • interactive exchange of information among youngsters • profound respect of cultural differences; strong belief in multicultural interaction • belief in today’s commitment towards a more aware approach to food in future years

10. Development of the FOOD 4U Campaign 2005 2006 2007 2008 2009 2010 FOOD 4U has reached out to thousands of schools, peaking in 2010 in its quality and visibility throughout Europe

11. 30000 schools An exceptionally growing reality • 2005: 4 000 000 students and teachers reached; 13 000 secondary schools from 10 EU member states • 2006: more than 5 000 000 students reached, 18 000 secondary schools, leaflets in 15 official languages of 15 EU member states • 2007: more than 20 000 schools were contacted, over 6 million students and teachers • 2008: over 25 000 schools were contacted • 2009: 28 850 schools were contacted • 2010: Food 4U has reached 30000 EU schools, over 8 million students and teachers

12. The 2011 Challenge The 2011 edition will be opened to all the 27 EU member states and even more!

13. Why advertising? In such a highly technological culture, what can be better than the Advertising means to develop such an important topic as that of health? This is why, along with the rapid changes of communication, FOOD 4U has chosen to stimulate youngsters INTO their own research and awknowlegments rather than teaching them directly. The video spot and a corresponding recorded backstage are required for participation. Innovative language for a better future

14. FOOD 4U: Multicultural & International • Outreaching 16 European countries Austria - Belgium - Denmark - Finland - France - Germany - Greece - Italy - Luxemburg - Norway – The Netherlands - Portugal - United Kingdon - Spain - Sweden - Hungary • Expanding to all EU countries in 2011 • Presence of a highly professional International Jury • Contacts with embassies, cultural institutions, and education ministries • Support of European Parliament • Support of EESC • Auspices of ESHA, EUFIC, European Schoolnet, AEDE, Obessu Thanks to their fundamental support, FOOD 4U has become more visible: an event of International interest, a European point of reference

15. Another spotlight on FOOD 4U’s successEuropean Institutional Partnerships for official advice and counselling on social topics, food safety & quality, health&nutrition:

16. Under the High Patronage ofthe President of the Italian Republic Under the Auspices of: • The European Parliament • The European Union in Italy • The European and Economic Social Committee • The Presidency of the Council of Ministers • The Ministry of Public Education • The Ministry of Foreign Affairs • The Province of Rome • The Municipality of Rome

17. In a nutshell… FOOD 4U truly believes in the youngsters of today as the builders of Europe’s future. FOOD 4U is a remarkable example of what should be done to tackle complex issues as food safety by involving European Institutions, students, and teachers with an original and innovative approach.

18. EUFIC Survey2010

19. Students from the European school finalists taking part in FOOD 4U expressed their points of view on nutritionalculture and habits among youngsters in Europe. Here were some of the results. Students from the European school finalists taking part in FOOD 4U expressed their points of view on nutritionalculture and habits among youngsters in Europe. Here were some of the results.

20. Experts Recommend…? Expert recommendationfor high fruit and vegetable intake was known by 76% of the Food 4U students. At the same time, few respondents knew therecommendations for starchy foods (29% in the Food 4U survey). FOOD 4U 2010 questionnaire

21. Which nutrients in which foods? Some uncertainty regarding the most energy-dense nutrients was observed. The results retrieved from this student population keep showing some similarity to the data obtained from adults in the EUFIC pan-EU study on nutrition knowledge of consumers. FOOD 4U 2010 questionnaire

22. FOOD 4U: a key to understanding Overall, nutrition knowledge of European students participating in the EUFIC 2010 questionnaire appeared to be good, especially with regard to food sources and roles of different nutrients.  FOOD 4U aims at increasing the level of awareness and sensitivity towards such important issues. FOOD 4U is stretching out its mission throughout all of Europe, expanding to all EU countries in 2011 and hosting non-EU countries too.

23. Leisure Activities & Networking

24. Integration Through FOOD 4U youngsters share their similarities and at the meantime, celebrate their differences. “No culture lives if it attempts to be exclusive” (Mahatma Gandhi) This is why FOOD 4U involves all participating students and teachers in interactive activities: leisure activities,tours,sport, video presentations and exchange of each one’s point of view on the topic of proper eating habits.

25. The 4-evening programme of the FOOD 4U Videofestival takes place in various areas, giving finalists the chance to visit a different country in all its variety and beauty. Jesolo, Veneto Region – FOOD 4U 2009/2010

26. Lectures & Debates

27. ActivitiesPizza Making Workshop – Food & Fit Quiz – Gathering Activities

28. Tours & Excursions Padula Monastery Visit to Diary Farm Paestum Venice

29. S P O R T Visits out in the country Sailing & Swimming

30. Video Presentations FOOD 4U Festival

31. FOOD 4U Award Ceremony, Rome 2010

32. Environment Finalists are invited to a breathtaking Italian destination that most highly represents the quality, typicality, tradition and nutritional culture of the so called Mediterranean Diet.

33. See you at FOOD 4U 2011!!!

34. Contacts Institutional Relations: Dr. Monica Promontorio CMP, CMM mobile: +39 335 54 77 855 office: +39 06 88 18 936 fax: +39 06 88 15 319 e-mail: comunicazionepr@tiscali.it Website: www.food-4u.it Organizing Secretariat: tel: +39 06 90 28 17 29 e-mail:video@food-4u.it Reference Institution: Italian Ministry for agricultural, nutritional and forestry policies General customer service direction Via XX Settembre, 20 00187 Rome, Italy tel: +39 06 4665 3051 – 3254 – 3050 fax: +39 06 4665 3251 e-mail:dtc4@politicheagricole.it

35. Thank you for your kind attention Coordination and Lecture Monica Promontorio SPECIAL THANKS TO: ITALIAN MINISTRY OF EDUCATION ITALIAN MINISTRY FOR FOREGN AFFAIRS EUROPEAN COMMITTEE REPRESENTATIVES EUROPEAN PARLIAMENT See you at FOOD 4U 2011!!!