“They look like a church choir, but they act like an army!” James Gavin, Board Chair of Partnership for a Healthier America (PHA), kicked off the 2013 Building a Healthier Future Summit by saluting fifty representatives of PHA partner commitments. The ensemble lined the stage in Washington, D.C.’s Grand Hyatt Hotel on March 7th, hailing from companies whose health-promoting business practices fight childhood obesity. An expert panel followed where leaders engrained in the grassroots-level childhood obesity work shared lessons learned. A suggested community-rallying strategy was extending personal choice beyond just what goes in our mouths, to include what policies we accept in our neighborhoods. Panelists emphasized engaging cities in a campaign manner to successfully implement public health policies. They called for a “culture of health,” and pointed to increasing participation by mayors and private sector in health issues as momentum gains. The room twice erupted in applause for what was described as “reigning in the food industry’s excessive promotion of highly concentrated nutrient poor foods.” Thereafter the crowds were off to populate whichever breakout sessions tickled their fancy. The Powell Tate Food team was on site live-tweeting the day’s events and gleaning insights at breakout sessions.
Finally, the much-anticipated Michelle Obama took to the stage to sum up the great progress PHA, Let’s Move, and anti-obesity efforts have made to date thanks to broad and inclusive engagement on all our parts. Shout outs went to brands showing that responsible marketing can make healthy foods profitable: Birds Eye’s ICarly partnership saw sales of frozen vegetables jump 37 percent, while Vidalia Onion’s use of Shrek boosted sales by 50 percent. The next key thread in her speech was that nutrition messaging is only as good as its placement and delivery. Reaching consumers at decision points is crucial. If a diner is staring at a menu, let it be like Darden Restaurant menus that highlight healthy offerings. If a mother is standing in front of her fridge, let MyPlate’s Pinterest Recipe Page be a button away with her smartphone. If shoppers are perusing grocery aisles, let Walmart’s Great for You seal guide their purchases. All of these were listed as examples of strategies effectively shaping choices in the information landscape. Lastly, the First Lady reminded the audience that it’s not enough to change children’s habits, we have to be healthy role models in our own lives.
The closing plenary, featuring the First Lady of the United States as keynote speaker, had a jam-packed supporting line-up. George Washington (GW) University President Steven Knapp welcomed everyone to the GW Lisner auditorium. PHA’s President Larry Soler revealed the Mushroom Council and Reebok as the newest partners in the fight against childhood obesity. The Mushroom Council’s Chairwoman, Fletcher Street, announced a $6 million dollar healthy eating marketing campaign to offer solutions for healthy school meals. Meanwhile, Reebok shared their $30 million, three-year commitment aimed at increasing physical activity in kids through their BOKS (Building Our Kids' Success) activity program. BOKS ambassador and two-time Superbowl champ, Eli Manning, attested to knowing first-hand how life-changing an active childhood can be for personal development. Mayor Cory Booker’s enthusiasm was contagious as he presented a $10,000 check to the winner of Sanofi’s Innovation Challenge, Dennis Ai.
Finally, the much-anticipated Michelle Obama took to the stage to sum up the great progress PHA, Let’s Move, and anti-obesity efforts have made to date thanks to broad and inclusive engagement on all our parts. Shout outs went to brands showing that responsible marketing can make healthy foods profitable: Birds Eye’s ICarly partnership saw sales of frozen vegetables jump 37 percent, while Vidalia Onion’s use of Shrek boosted sales by 50 percent. The next key thread in her speech was that nutrition messaging is only as good as its placement and delivery. Reaching consumers at decision points is crucial. If a diner is staring at a menu, let it be like Darden Restaurant menus that highlight healthy offerings. If a mother is standing in front of her fridge, let MyPlate’s Pinterest Recipe Page be a button away with her smartphone. If shoppers are perusing grocery aisles, let Walmart’s Great for You seal guide their purchases. All of these were listed as examples of strategies effectively shaping choices in the information landscape. Lastly, the First Lady reminded the audience that it’s not enough to change children’s habits, we have to be healthy role models in our own lives.
