ReThink Your Drink Collaborative & Partner Spokesperson Training

1. ReThink Your Drink Collaborative & PartnerSpokesperson Training Michael Miller Paula Hamilton Brown∙Miller Communications

2. Overview • Reviewing History • Consulting Facts • Mastering Elements of Communication • Interviewing Tips • Tackling Tough Questions

3. 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%

4. Obesity Trends* Among U.S. AdultsBRFSS, 1990 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14%

5. Obesity Trends* Among U.S. AdultsBRFSS, 1995 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19%

6. 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%

7. No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30% Obesity Trends* Among U.S. AdultsBRFSS, 2005 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person)

9. CA Adult Obesity Rates Source: Behavior Risk Factor Surveillance System, 2010. http://www.cdc.gov/obesity/data/trends.html Obesity Prevalence

10. 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

11. 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

12. Adolescents Yearly Consumption Of Sugary Drinks 50 gallons per year 39 pounds of sugar Yearly consumption of sugary drinks: Kiyah and Popkin. Obesity. 2007;15:2739 –2747 and Beverage Digest, 54(13):5. June 12, 2009

13. Serving Size Expansion 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. 20 oz 6.5 oz 12 oz 33 oz (1L) Today

14. Increase in Per Capita Calorie Intake (1977-2001) Equivalent of 43% of new calories 278 cal/day 120 cal/day Single Largest Contributor to Adult Obesity Epidemic

15. Children 41% of kids age 2-11 62% of kids age 12 -17 DRINK 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.

16. Added Sugar Stacks Up

17. It’s more than waistlines….

18. 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 BabeySH, 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

19. “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.”

20. Public Health Movements • Sanitation • Worker Safety • Clean Air/Clean Water • Auto Safety • Drunk Driving • Lead Poisoning • Violence Prevention • Tobacco Control

21. 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

22. Increasing Availability

23. Everywhere

24. 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

25. SSB TV Buys Source: TNS Media Intelligence

26. Youth-Targeted Placement

27. Communicating in a confusing world People are bombarded with messages You need to get their attention You need to control the conversation

28. Key Elements of Communications • Know Your Audience • Know Your Issue • Know What You Want to Achieve • Message Appropriately

29. KnowYourAudience People Partners Policymakers Press

30. Know Your Audience • What matters to them? • What’s the benefit or risk? • Who influences their thoughts and behaviors?

31. Electronic • News Radio • Television • Print • Newspaper • Magazine • Talk Radio • Social Media Understanding the Media

32. What is News? • Timely • Local • Significant • Trends • Ironic • Controversial • Celebrity

33. Your Message… Simple, Direct, Clear WHAT:What do they need to know? WHY:Why should they care? ACTION:What action do you want them to take?

34. 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.

35. Tell a Story Provide a compelling, true-life example of the importance of healthy beverage choices and communities that support them.

37. Governor Schwarzenegger interview on Meet the Press

38. Stay on Message

39. When You Don’t…

40. 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

41. 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”

42. Bridging • Click to add content

43. Flagging

44. Tackling the Tough Questions

45. There are many causes of obesity. Why focus on drinks alone?

46. 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

47. Shouldn’t parents decide what their children eat and drink?

48. 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.

49. If sugar is the problem, isn’t juice just like soda?

50. 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