2. Situation Analysis
Client: "Fed Up" Documentary
Produced in 2014, explains how sugar is the main cause of the obesity epidemic
Main Issue: Obesity rates are out of control and we are eating ourselves to
death as a nation
"Fed Up" is trying to inform Americans about the health implications of the
sugar in our food and a new way of looking at weight gain
Challenges: lobbying power of big food industry, government pushback, and
inconsistent studies on weight loss/gain
Now it's our turn to try and help!
6. Fed-Up as an Organization
Currently have a well-developed website with various efforts to reach the
public
Legislative support
links to "a page for members to join that keeps people in the loop about policy makers
that are supporting regulations on sugary drinks and sodas
Fed Up National House Parties
kits that households can order that includes party ideas and discussion questions to create
“house parties” where the film in shown and discussed
Highlights “food fighters” on website where individuals can post their own story on
how they are living healthier lifestyles
Fed Up Challenge: National campaign for individuals to try cutting sugar out of
their diets for 10 days
7.
8. Sugar is Poison
Sugar is the main factor contributing to the obesity problem
Sugar is 8 times as addictive as cocaine
Recommended amount of sugar consumption per day is 6-9 teaspoons
1977, Americans doubled sugar intake
Sugar has many names on nutrition labels
high fructose corn syrup, cane sugar, raw sugar
Sugar is the only ingredient on a nutrition label that does not have a daily
value percentage next to it, all because of big food companies lobbying
power
9. Poison Cont.
1980's began with new doctrine
Government reported on how diets changed
Sugar, dairy, and meat industries banned together
Began to add sugar so it tastes better
No fat= no taste
American Heart Association Daily Allowance
6-9 tbsps. of sugar a day
Usually surpasses that with breakfast
Bowl of cereal + orange juice
10. New Way at Looking at Weight Gain
Old perceptions of weight gain and weight loss are changing
Common view of how to lose weight is to burn more calories than you
consume
All calories are not the same, though
This calls for an emphasis on looking more closely at what we eat
Why is a Calories Not a Calorie (Video)
11. World Health Organization
United Nations
No more than 10% of diet should be sugar
Bush administration wanted to stop the report
“Too tough on food industry”
Extorted the WHO to get rid of it
US government recommends 2x the amount
No daily recommendation for sugar on nutrition labels
Michelle Obama
Change products
“Let’s Move” Campaign
12. 1946 School Lunch Act
Government got involved with school lunches
schools became dependent on the money
2006
80% of all high schools had exclusive contracts with soda companies
2012
more than half serve fast food
2010
Obama made USDA come up with new guidelines
13. School Lunch Act Cont.
Make bad decisions at school because there’s no other choice
Nachos
Cheeseburger or Sloppy Joe
School stores promote unhealthy eating
Deal on fast food each day
Slushie
Chips to buy
Market to Children
Health insurance buys stock in fast food companies
14. Today's Facts
Current rate
95% of all Americans will be overweight or obese in two decades
1/3 will have diabetes
More debt because healthcare for obesity
Children will ultimately deal with it
Other countries prohibited junk food and taxed soda
By large food companies marketing sugary foods, they're also responsible for the
obesity epidemic
15. Survey
Wanted to test the awareness of what people think is in their food and how
that may or may not contribute to the obesity epidemic
75 Participants
60 females, 14 Males, 1 Nonbinary
Ages: 18, 19, 20, 21, 22+
Questions Included:
What do you think is the main cause of obesity in America?
Answer: Foods that are high in sugar (44.6% )
What is the recommended amount of sugar consumption per day?
Answer: 6-9 teaspoons (60.8%)
Which is healthier, regular or reduced fat peanut butter?
Answer: Regular peanut butter (81.1%)
16. Survey Cont.
How many teaspoons of sugar are in a 20 oz bottle of soda?
Answer: 17 teaspoons (36.5%)
Is there a daily recommended value for every item on nutrition labels?
Answer: No (52.7%)
Sugar is 8 times as addictive as cocaine
Answer: True (73%)
Which item has the most sugar?
Choices: A cup of grape juice, 1 S'mores flavored Pop Tart, A bowl of Frosted Flakes, 1
chocolate chip cookie
Answer: A cup of grape juice (45.9%)
17. Survey Results/Conclusions
Findings:
• 12 out of the 75 people surveyed (65%) did not include any mention of eating healthy
as a way to lose weight
• Based on these results, we can see that 18-22 year olds are unaware of what is in
their food and what is harmful to their bodies
18. Obese Counties in Pennsylvania
Cambria (36%)
Cambria Elementary School
Fayette (35%)
Fayette Elementary School
Bradford (35%)
School Street Elementary School
Snyder (34%)
Selinsgrove Elementary
Northumberland (34%)
Priestley Elementary school
http://www.kcci.com/news/25172870
20. Overview of Campaign
Campaign Goal:
To increase awareness in schools, homes, and health systems on the impact sugar has on
our bodies. Increasing awareness will inspire individuals to demand change in
Pennsylvania schools and the government.
Objectives:
1) To educate faculty (including school nurses) and students about the harmful effects
food they're eating can have on their bodies by visiting ten elementary schools in the
most obese counties in Pennsylvania by Fall 2016.
2) To increase "Fed-Up House Party" registration by 100 sign ups from Pennsylvania
residents by Fall 2016.
3) To receive 1,000 new sign-ups for the "Center for Science in the Public Interest" page
from Pennsylvania residents by Fall 2016.
The page gives individuals the opportunity to support government officials who are pursing
positive changes related to the harmful foods we're exposed to.
21. Campaign Cont.
Target Audience:
Students
Parents (of students)
Nurses
Faculty
* all from various public elementary
schools in the most obese counties in
Pennsylvania
Overview of Tactics:
School Assemblies
T-Shirts
Brochures
Fact Sheets
"Fed Up" App
Rooftop Gardening
News Release
23. Tactic Explanations
Assemblies
Hold in-house assemblies at 5 schools
Interactive and educational
Distribution of Fed Up movie in health classes.
T-Shirts
T-shirts with the names of hidden sugar in foods will be handed out when
students answer questions at assemblies
Will be very colorful and strategic
Brochure
will include quick facts, as well as “call to actions” that he/she can take
home to their parents such as the “Center for Science in the Public Interest”
page and the “Fed-Up House Party” link
Emphasizes some information for parents
24. Tactic Explanations
Fact Sheet
information on current studies and medical information related to obesity in kids.
“Fed Up” App
Targeted toward students
Advertise at assemblies
A game that educates kids on healthy food choices
Rooftop Gardening
Promote rooftop gardening at schools
show kids how to plant, harvest, and eat healthy foods themselves
News Release
Distributed to local papers surrounding the 5 schools
Will summarize what Fed Up’s goal is
Will be sent out after the assemblies as a reflection of what occurred and a summary of the
event
31. What would success look like?
Success would be accomplishing all of our original objectives, which would mean:
There is evidence that students, faculty, and parents have been educated about the harm of
the food they are eating by fall 2016
Pre/Post Survey Scores
Lunch/health program changes
BMI comparison
We received 1,000 or more new sign-ups on the “Center for Science in the Public Interest”
page by fall 2016
We received 100 or more new sign-ups for the “Fed-Up House Party” registration by fall 2016
32. Evaluation Along the Way
Constantly making edits to tactics to make sure they line up with our
objectives
Brochure: insert plugs for "Fed Up House Parties" and "Center for Science in the
Public Interest" pages
T-shirt: make more directed to target audience of children
Fact Sheet: eliminate large emphasis on other causes that are not cohesive with
our main objectives
33. Will we be successful?
We believe in our ability to accomplish our objectives and goal because we
carefully aligned our tactics with our objectives to:
Educate all areas of our target audience
Students: assemblies, brochure, t-shirts, app, rooftop gardening
Parents: brochure, rooftop gardening
Health experts: assemblies, fact sheet
Local Communities: News Release
Highlight key points that will encourage action mentioned in objectives
"Fed Up House Parties" and political page pointed out on brochure
Website mentioned in news release
Our time limit is doable because the five assemblies is not an unreasonable
number of locations to plan and visit