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Mass Communication and Mass Diseases Communicating healthy eating messages at a population level

Mass Communication and Mass Diseases Communicating healthy eating messages at a population level Cliodhna Foley-Nolan,MB,MPH,FFPHMI.

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Mass Communication and Mass Diseases Communicating healthy eating messages at a population level

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  1. Mass Communication and Mass Diseases Communicating healthy eating messages at a population level Cliodhna Foley-Nolan,MB,MPH,FFPHMI

  2. “It makes little sense to expect individuals to behave differently from their peers; it is more appropriate to seek a general change in behavioural norms and in the circumstances which facilitate them” Geoffrey Rose

  3. Some mass media realities • Media fire blips of unrelated information at us • Experts bury us in detail • One study wonders grab headlines • Scares win over sustainable moderation

  4. Less involvement with food • Fewer family meals • Higher intake of processed food (HFSS) • Cooking and budgeting skills declining • Stressed parents • Fear of eating disorders/play outdoors

  5. I’ll grab a pizza for the kids on the way home! Dashboard Dining Long Distance Commuters Environment

  6. Confusion about complexities • Food supplements (folic acid) • Fish (dioxins + mercury + sustainability) • Trans fats + saturated fats

  7. Competition for attention: • Press releases: 300/day (Irish Mirror) • Photos: 5,000/day (Irish Times)

  8. Know your Audience(s) Social Class ABC1 C2DE Irish Times 280,000 45,000 Daily Star 103,000 277,000 Coronation Street + News shows +

  9. Financial might of advertising • Coca ColaGlobal Marketing: €1.3billion • Food industry UK (2003): £743 million • Health education UK (2004): £7 million • IOI spend on food advertising (2007): €91 million • Soft drink advertising (2007): €39 million

  10. Some solutions • Multi media • On the ground support • Cumulative effect • Timing • PR • Multidisciplinary • Soul searching/evaluation

  11. We Have a Roadmap… ROI National Taskforce on Obesity 2005 NI Cross-DepartmentAction Plan

  12. Free Publicity!

  13. On the doorstep

  14. Fiscal measures • Regulations* • Enforcement* • Incentives • Technology • Society Norms • Family Norms • Peer Pressure Enabling Society Change Behaviour Necessary But Not Sufficient Change Attitudes Raise level of knowledge Increase Awareness Evaluation “Attitude-Intention- Behaviour” Gap Evaluation

  15. Evaluation • Combine a) scientific evaluation e.g. SLAN, NDNS with b) market research e.g. safetrak, FSA Consumer Attitude surveys • Consider reported behaviours, process evaluation alongside long term health changes

  16. Social Movements

  17. Challenges remain • Stark or gentle • Blaming or supportive • Genuine respect and multidisciplinary work (science and communication experts) • Balancing provision of information and community development

  18. Being overweight isn’t “ healthy/normal”

  19. Mass Communication Can’t Deliver • Individual support • Detail • Skills training • Legislative change • Complex technicalities

  20. Mass Communication Can Deliver • Awareness • Wide reach • Cost efficiencies • Simple messages • Social change

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