2010 Dietary Guidelines: What You Need To Know

What You Need to KnowAbout The 2010 DietaryGuidelines and MyPlateSally Squires, MSSVP, Director of Health and Wellness CommunicationsPowell Tate/Weber ShandwickSeptember 9, 2011

On the Menu Today Why the DietaryGuidelines matter What’s on the newMyPlate A look ahead

Powell Tate: Who We AreOUR PARTNERSPOWELL TATE BELIEVES IN THE POWEROF ADVOCACYWhether we’re reaching out to opinion leaderson healthcare on climate change issues, middleschool students about how to plan for college, orjournalists covering a policy debate or a crisis, wefocus on engaging and mobilizing advocates whochampion our clients’ points of view and amplifytheir messages.OUR STAFF HAS A DIVERSE SET OF EXPERIENCESAND BACKGROUNDSWe are former White House and federal agencyofficials, U.S. Congress aides, journalists, politicalcampaign specialists, press secretaries, nonprofit and advocacy group staffers, and business,marketing and advertising, and research experts.KRC Research conducts focus groups, online researchand quantitative polls to understand your key audiencesand also learn the best ways to motivate them.Sawyer Miller Advertising creates powerful, emotionallyresonant messages to shape opinion, particularly as partof an integrated communications plan.Founded in 1975, Cassidy & Associates is a premiergovernment relations firm with a solid foundationgrounded in our history. But a big part of that historyhas been our capacity to adapt to the changingenvironment to help our clients succeed.3

Strong Nutrition, Health andFood Policy ExperienceWE SAVOR NUTRITION, PROMOTE HEALTH AND KNOW FOOD. Not just whatpeople eat, and how they can be healthier, but what ingredients are needed to produce asuccessful advocacy campaign. Our team includes communications veterans — some withgraduate degrees in nutrition — who can digest a complex nutrition issue or food topic andboil it down to effective messages. We know one recipe doesn’t fit all. We provide strategiccounsel, tackle issues management and crisis communications. We love recruiting partnersand our recipe for success is an inline approach that blends the online world with traditionalmedia.Government agencies, non-profits, trade associations and corporate clients are among ourclients in the nutrition, health and food worlds. We closely monitor the nutrition, health andfood landscape inside the Beltway and beyond. We follow developments from Capitol Hill tothe latest Dietary Guidelines.

The H1N1 flu has made headlines around the world since April 2009. Initialmedia reports branded H1N1 as ―swine flu,‖ creating a climate of uncertaintyamong consumers regarding the safety of America‘s pork products. PowellTate and The National Pork Board mobilized an integrated crisismanagement campaign to reassure consumers that pork was safe to eat.To proactively communicate our message, we conducted satellite and radiomedia tours with third-party experts. To reach consumers via the Internet,we established a microsite, FactsAboutPork.com, and a Twitter handle―@FactsAboutPork,‖ in addition to reaching out to influential bloggers. Ourwork reduced the number of pork eaters who said they were less likely toeat pork by 58% in five weeks. Following an initial dip in sales, fresh porksales increased 6.3% over the prior year.

Like the poultry industry, the dairy industry faces increasing pressure from animal rightsgroups and some media in regards to large-scale animal operations. In January 2010, as partof our ongoing issues work with dairy, we helped Dairy Management Inc. and National MilkProducers Federation deal with ramifications of undercover video from PETA and Mercy forAnimals.Industry needed to condemn animal abuse, but also disassociate the industry from suchpractices by highlighting the legal actions that should be taken in such cases. It needed todefuse media attempts to link animal treatment and product safety, since food safety issuescan quickly ignite consumer concern.Because of the media training and messaging work, we steered ABC producers away frommilk safety and prevented the story from spreading on the Internet despite attempts byPETA and MFA to fan the flames.

We work with MITA on a media relations andgrassroots outreach campaign to promote the valueof medical imaging and reduce reimbursement cuts.Using the umbrella message ―The Right Scan at theRight Time Saves Lives and Dollars,‖ Powell Tateworks to demonstrate that all members of the imagingcommunity support policy solutions that help ensureproper utilization of advanced imaging technologieswithout compromising patient access.

Our staff has a diverse set ofexperiences and backgroundsin Washington, DC, including: White House and federal agencies U.S. Congress Journalists Political, campaign specialists, and presssecretaries Non-profit and advocacy groups Business Marketing and advertising Research

Our People Know Priorities of Congress, the White House and its 15cabinet departments and related agencies The unique political and cultural climate in thenation‘s capital Who are the key decision makers and how to reachthem How to successfully communicate and demonstrate acompany‘s strength and its offerings The value of being prepared to rapidly countercriticism and attacks The importance of adhering to complex procurementpolicies and contracting rules

We know Washington

NATIONAL URGENCY TO FIGHT OBESITY13

History of US Food GuidanceFood forYoungChildren19161950s-1960s1940s1970s

The Process: Congressionally Mandated

UpdatedEveryYears

DevelopmentDietary GuidelinesWhy Dothe Dietary ofGuidelinesMatter?Policy and CommunicationsDGACCharteredDGAC PublicMeetings: Review ofScienceDGAC ReportSubmitted toSecretaries ofUSDA & HHSUSDA & HHSDevelopPolicyDocumentDG’s Implementedthrough FederalPrograms

ALL HEALTHY AMERICANS AGED 2 AND OLDER

30 Years of Dietary Guidance2000198020101990198519952005

What‘s Healthy?2 of 3 Americans Overweight or Obese

CONFUSION

U.S. Dietary GuidelinesLow AwarenessAbout 50 % of Americans areaware of the Dietary Guidelines*;just 1 in 10 know what they say*1 in 3 Americans have little or notrust in the Dietary Guidelines*High Skepticism42% are skeptical because‗what‘s healthy‘ keeps changing*33% call the Dietary Guidelines―complicated‖*Barriers to Adoption and UseJust 18% say the DietaryGuidelines influence their foodchoices**WeberShandwick/Draftfcb/KRC Research, National Survey of Attitudes Toward Nutrition and the Dietary Guidelines, 2 009

January 31, 2011

2010What‘s New? Eat less Balance calories to achieve and sustain a healthyweight Focus on nutrient-dense foods and beverages Cut solid fats and added sugars from about a thirdof daily calories to just about 10 percent of calories

Focus on consuming nutrient-dense foodsand beveragesA healthy eating patternlimits intake of sodium, solidfats, added sugars, andrefined grains andemphasizes nutrient-densefoods and beverages—vegetables, fruits, wholegrains, fat-free or low-fatmilk and milk products,seafood, lean meats andpoultry, eggs, beans andpeas and nuts and seeds.“

Evolution of MessagesKey Messages Make half your plate fruit and vegetablesEnjoy your food but eat lessAvoid oversized portionsSwitch to fat-free or low fat (1%) milkChoose foods with lower sodiumDrink water instead of sugary drinksMake half your grains whole grains

Changing AdviceThen Eat a variety of foods Maintain an weight– Ideal, healthy desirable Avoid too much fat,saturated fat andcholesterol Eat foods with adequatestarch and fiber Avoid: too much sugar andsaltNow Reduce sodiumCalorie balance over time is keyConsume less than 10 percent ofcalories from saturated fatty acidsConsume less than 300 mg perday of dietary cholesterolWhole grains and fiberReduce intake of calories fromsolid fats and added sugarsLimit consumption of foods withrefined grains, especially thosewith SoFAS

Reduce Solid Fat

Eat Healthy Fat

WhatDoesthePublicThink?

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2005 Pyramid

2005 Proposed Icon Make half your platefruit/vegetables Dairy Grains Meat, poultry or fish

Look Ahead

Harnass Variety

Help Americans Experience the Flavorof Healthy, Mouth-watering Food

Show That Foods Don’t Have to Stay inTheir Lanes

Demonstrate How Many Foods Help Replace Salt

Opportunity for More Ethnic Foods

Help Lead Industry Efforts Healthy fat Protein Fiber Reduced sodium More whole grains Less added sugar Functional foods

Help Reduce Portion Sizes

Learn Morehttp://hp2010.nhlbihin.net/portion/

Role of Chefs in Public Health

Help Amplify Messages

Expect an On-going ProcessMarchMay Firstconsumermessageslikely New lled out

Challenges

What You OfferTasteConvenienceProteinHealthy fat

Before we end

Sally Squires, MSSVP, Dir. Health/Wellness CommunicationsPowell Tate / Weber om

Convenience

Calcium Vitamin D Protein

Strong Consumer Interest in Nutrition 67% say that diet nutrition and physicalactivity are ―very important‖ to thempersonally 40% strongly agree with the statement: ―Iactively seek information about nutritionand healthy eating” Dietitians, nutritionists, doctors and nursesare ranked as the most credible sourcesSource: Eatright.org, 2008 NutritionTrends

Calcium Vitamin D Protein

Taste

Convenience

Thank you!Sally Squires, M.S.SVP, Director of Health and WellnessCommunicationsPowell Tate / Weber Shandwickssquires@powelltate.comOffice: 202-585-2136Cell: 202-256-8796

WhatDoesthePublicThink?

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Reduce Solid Fat Use healthy oils instead of butterUse butter strategicallyCanola oil, Olive OilQuick breads and muffinsCookies and pastriesPan saucesMashesWith bread- oils and veggie and bean based spreads

MisunderstandingUSDA

Changing AdviceThen Eat a variety of foods Maintain an weight– Ideal, healthy desirable Avoid too much fat,saturated fat andcholesterol Eat foods with adequatestarch and fiber Avoid: too much sugar andsaltNow Reduce sodiumCalorie balance over time is keyConsume less than 10 percent ofcalories from saturated fatty acidsConsume less than 300 mg perday of dietary cholesterolWhole grains and fiberReduce intake of calories fromsolid fats and added sugarsLimit consumption of foods withrefined grains, especially thosewith SoFAS

2005 Proposed Icon Make half your platefruit/vegetables Dairy Grains Meat, poultry or fish

Challenges

Food Sources of Solid Fats

U.S. Dietary Guidelines Low Awareness Barriers to Adoption and Use High Skepticism About 50 % of Americans are aware of the Dietary Guidelines*; just 1 in 10 know what they say* 33% call the Dietary Guidelines ―complicated‖* Just 18% say the Dietary Guidelines influen