Creating Equal Opportunities for a Healthy Weight Workshop Summary (2013) / Chapter Skim
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6 Advertising, Promotion, and Education: Bringing Health Equity to the Message Environment
6 Advertising, Promotion, and Education: Bringing Health Equity to the Message Environment
Pages 61-70
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From page 61... ...
Americans are surrounded by messages about food and beverages: advertising on television, billboards, and cell phones; product placements in movies and video games; product packaging; advergames on popular websites; brand ambassadors offering free products to college students; and character tie-ins on product packages. Furthermore, many of these messages are directed with special intensity at vulnerable populations that are especially susceptible to being overweight (IOM, 2012a, 2013c)
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From page 62... ...
suggested in Accelerating Progress in Obesity Prevention while emphasizing the many challenges posed by health disparities. Anthony Signorelli, vice president and campaign director for the Advertising Council (commonly known as the Ad Council)
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From page 63... ...
The standards should be widely publicized and apply to digital marketing as well as the more traditional media. Most important, said Wartella, if such marketing standards have not been adopted within 2 years by a substantial majority of food, beverage, restaurant, and media companies that market food and beverages to children and adolescents, policy makers at the local, state, and federal levels should consider setting mandatory nutritional standards for marketing to this age group.
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From page 64... ...
The marketing and message environment needs to change dramatically to accelerate movement toward health equity, Wartella concluded. "Advertising works, and the kinds of messages that children receive are influential." -- Ellen Wartella CASE STUDY: THE ADVERTISING COUNCIL Summary of Remarks by Anthony Signorelli The Ad Council, a nonprofit organization founded during World War II, has developed communication programs around a wide range of significant public issues, including forest fires, pollution, drunk driving, seatbelts, AIDS, domestic violence, autism, texting and driving, and bullying.
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From page 65... ...
and USDA, the Ad Council developed a new childhood obesity prevention communication program. Its advertising partners were Burrell Communications, an agency that focuses on the African American community; Casanova Pendrill, which works primarily in the Hispanic community; and the large marketing and public relations firm Ogilvy and Mather.
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From page 66... ...
The campaign took advantage of this openness by encouraging mothers to "help guarantee a better future for your children by making sure they're as healthy as they can be," with the tagline "know your child's BMI," and asking them to visit the website. According to Signorelli, the obesity prevention campaign received approximately $45 million in donated media exposure in the first year alone, with the general market accounting for about $20 million, the African American market for about the same amount, and the Spanishlanguage material for just under $4 million.
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From page 67... ...
The Ad Council is currently working with HHS on a different program with similar obesity prevention messaging, although that program also has faced funding challenges. The Ad Council will continue to work on obesity as long as organizations are supporting the effort, Signorelli observed, but sustained funding is important for this work, especially given the amount of unhealthy advertising to which people are exposed.
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From page 68... ...
What public health workers call low-income communities are known to the food industry as value-oriented customers, Dorfman explained. Dorfman also detailed how marketers saturate certain places with ads.
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From page 69... ...
Dorfman stated that many parents would rather leave their children at home than take them down the cereal aisle at a supermarket filled with characters on packaging at the children's eye-level. Moreover, marketers are using digital technologies to establish a highly engaging, constant marketing presence wherever youth are online, including on their mobile devices.
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From page 70... ...
As parents and policy makers learn more about the consequences of food marketing for low-income communities and communities of color, they can support policies to establish health equity, Dorfman concluded. "If we want ...
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