ABA Administrative Law Conference
Georgetown University Conference Center
Washington, DC
Information as a Regulatory Tool Session
November 17, 2011 The 2010 Dietary Guidelines for Americans Development and Communications Including the New MyPlate Food Icon Dr. Robert C. Post, Deputy Director
Center for Nutrition Policy and Promotion
USDA
Dietary Guidelines for Americans
National Nutrition Monitoring and Related Research Act of 1990 requires the Departments of Agriculture (USDA) and Health and Human Services (HHS) to jointly publish the Dietary Guidelines for Americans (DGA) at least every 5 years. Public Law 101‐445, Section 301 (7 U.S.C. 5341), the National Nutrition Monitoring and Related Research Act of 1990, Title III
Dietary Guidelines for Americans
History 1980 – 2010
2000
1980
2010
1990
1985
1995
2005
Dietary Guidelines Policy and Communications Development
Phase 1
DGAC
Charter
DGAC Chartered
DGAC Public Meetings: Review of Science
USDA & HHS DGAC Report Develop Policy DG’s Implemented Submitted to Document
Secretaries of through Federal USDA & HHS
Programs
Released January 2011
June 2010
Phase 4
Phase 2
Phase 3
Policy Document Development Process
Dietary Guidelines Process
• 13 member Advisory Committee from academia and medical institutions
• Systematic evidence‐based review methodology for 130 scientific questions * using a consistent and transparent process
• Data analyses, food pattern modeling analyses, and reviews of existing evidence‐based reports
• Public comments reviewed throughout development
• 445‐page DG Advisory Report provides scientific basis for the 2010 Dietary Guidelines Policy Document
[*According to the requirements of the Quality of Information Act specified by OMB’s “Final Information Quality Bulletin for Peer Review,” (Vol. 70, No. 10).] Dietary Guidelines Systematic Review
Nutrition Evaluation Library
• Created to conduct evidence‐based reviews to inform Federal nutrition policy and programs
• Meets Federal mandates requiring that all agencies ensure the quality, objectivity, utility, and integrity of information used to form Federal guidance
• Uses a systematic process that is rigorous, transparent, and minimizes bias
Dietary Guidelines Response to Open Government
Transparent Process
 Six open Committee meetings
 Nutrition Evidence Library available to public at www.NutritionEvidenceLibrary.gov
 Public comments accepted throughout deliberations
 Advisory Report posted online for public comment
• Published version now online
 Agency review of DGAC Report
 Several rounds of agency review of draft Policy Document  Peer review of Policy Document
2010 Dietary Guidelines for Americans • Key Recommendations
•
•
•
•
23 for general population 6 for subpopulation
Organized to present information in an integrated way
Two overarching concepts/Three Major Themes
•
Maintain calorie balance over time to achieve and sustain a healthy weight • Calories in versus calories expended (physical activity)
•
Focus on consuming nutrient‐dense foods and beverages
• Foods and food components to reduce • Foods and nutrients to increase
2010 Dietary Guidelines for Americans •
•
•
•
•
Increase intake of
Vegetables and fruits
Whole grains
Fat‐free and low‐fat dairy products
Seafood
• Flexibility in eating patterns, choose foods for nutrients, but stay within calorie needs • Reduce intake of foods and beverages high in calories from solid fats and added sugars, and sodium
• Replace with nutrient‐dense foods and beverages Recommendations Form Basis of Communications Initiative
Dietary Guidelines Communications
• The 2010 Dietary Guidelines Policy Document was released by Secretaries USDA and HHS Secretaries in January 2011.*
• Commensurate with release of Dietary Guidelines USDA promotes/communicates Guidelines to empower consumers with the ability to make better food and lifestyle choices.
* www.dietaryguidelines.gov
Dietary Guidelines Communications
• White House Childhood Obesity Task Force released a May 2010 report entitled, “Solving the Problem of Childhood Obesity Within a Generation: White House Task Force on Childhood Obesity Report to the President”. • Recommended “The Federal government, working with local communities, should disseminate [DGA] information through simple, easily actionable messages for consumers and a next generation Food Pyramid.”
Open Government Directive
• Prior to the release of the White House COTF Report, the Food Guide Pyramid and its predecessor, MyPyramid, were critiqued for being too complicated and less intuitive.
• Recommendations from the COTF to develop “simple and actionable messages” and directives from Executive Order 12866 to “provide consumers with clear, salient information at or near points of decision” strongly influenced the development of Dietary Guidelines Communications. Dietary Guidelines for Communications
Formative Research Focus:
•
•
•
Obtain consumer feedback about areas of emphasis within the Dietary Guidelines.
Identify language to communicate key principles.
Revise the food icon to improve clarity and understanding of selected nutrition concepts.
Assumptions:
•
•
A comprehensive communications approach would help consumers make better choices.
A fresh, new approach would engage a broad range of stakeholders to refocus their attention on overweight and obesity. Dietary Guidelines for Communications
Formative Research plan included:
Exploratory Phase
• Interviews with selected Federal partners
• Media analysis of the 2005 DGA • Environmental scan of relevant programs
Testing Phase
• Consumer focus groups (Iterative process to identify messages, graphics and language.)
• Quantitative surveys (nationally representative sample of adults with oversampling for SES; kids)
Formative Research Findings
• Dietary Guidelines Messages – Participants preferred direct messages about “easy shift” behaviors.
– Also preferred empowering messages that helped them to feel in control of their food choices.
• The next generation Food Icon
– Now known as MyPlate… participants preferred the plate which conveyed concepts such as mealtime and making half the plate fruits and vegetables.
– Formative research participants perceived a plate as a good reminder to eat healthy.
• Survey instruments were used to refine and validate the messages and visuals.
Key Formative Research Findings
 Consumers know the basics about healthy eating, but need support in understanding portions and calories (i.e. tips and strategies).
 16 actionable, clear, behavior‐oriented nutrition messages emerged drawn from the sciecne‐based Dietary Guidelines  Formative research subjects felt that a “plate” image represented a positive visual about eating healthfully at mealtimes.
MyPlate – 2010 Dietary Guidelines Communications Campaign Launch
Ju
ne
2,
20
11
The Campaign to Communicate the Dietary Guidelines
A multi‐modal approach is employed to sustain momentum and ultimately change behavior.
Message Calendar
Dates
Theme
Selected Key Message
Sept. – Dec. 2011
Foods to Increase
Jan. – April 2012
Balancing Calories
May – Aug. 2012
Foods to Reduce
Drink water instead of sugary drinks.
Sept. – Dec. 2012
Foods to Increase
Make at least half your grains whole
grains.
Jan. – April 2013
Balancing Calories
Avoid oversized portions.
May – Aug. 2013
Foods to Reduce
Compare sodium in foods like soup,
bread, and frozen meals – and choose
the foods with lower numbers.
Sept. – Dec. 2013
Foods to Increase
Switch to fat-free or low-fat (1%) milk.

Make half your plate fruits and
vegetables.
Enjoy your food, but eat less.
Reaching People at Decision Points
A Current Snapshot of Community Partners
• Cities and municipalities
• Schools and school districts (including universities and daycares) • Hospital and health systems
• Health professionals (RDs, MDs, chiropractors, counselors)
• Community‐based nutrition and health programs (private and public)
Extension
Food banks
Dietetic associations
Grocery retail
Faith‐based programs (including schools and churches)
• Fitness centers, sports programs, and camps
• Farms and farmers markets
•
•
•
•
•
Reaching Consumers Through Sectors: National Strategic Partners
• Media
• Health organizations
• Health professional societies
• Weight loss
• Food industry
• Nutrition education and extension
• Restaurants and food service
• Grocery retail
• Consumer appliance
Our National Strategic Partners
MyPlate Fruits & Veggies Video Challenge
134 qualifying videos!
•3,163 Challenge supporters
•825 Facebook “likes”
•431 followers on Twitter
“Make half your plate fruits and vegetables”
Audiences reached by initial tactics:
Types of tactics implemented:
•
Health professionals (e.g., registered dietitians, nutrition educators, nurses, doctors, health coaches, counselors, social workers, exercise specialists)
•
•
•
•
Journalists (trade and consumer media; print, radio, and online)
•
•
Consumers (e.g., parents, weight‐conscious consumers, low‐income families)
•
Food industry
•
Schools (teachers and students at all education levels)
•
Researchers/scientists
•
Employees
•
Food service professionals
•
•
•
•
•
•
•
•
•
•
•
National Nutrition Month theme and materials
Print material development and dissemination
Web site integration and online community development
Social media engagement (competitions, Facebook, tweeting and Twitter parties)
Incorporation into apps and online tools
Development of microwave with “MyPlate button”
Professional and industry meeting outreach
Media engagement
Surveys
Professional articles
Webinars
Product packaging
Grants Recipe databases
Videos Evaluating Impact Over Time:
A Consumer Behavior Continuum The ultimate effect of communications initiatives will only be clear in time; Evaluation of consumer behavior continuum must build appropriately and realistically
Current Metrics to Measure Reach
 Social and Traditional Media Impressions.
 Webcast Reach.
 Website Traffic.
 Limited resources available to conduct comprehensive evaluation of reach and impact.
 Evaluation strategy and plan under development with partner input.
Applying the Principles of Summary Disclosure  Public has the opportunity to understand and influence development of policy and communications.
 Research to inform summary disclosure on the 2010 DGAs communications provided insights into consumer behavior/values/priorities/cultural habits.
 MyPlate and related messages are growing in recognition among consumer…they are perceived as actionable, simple, direct, consistent, and understandable cues that can positively affect behavior.
MyPlate Secondary Feedback
M Booth’s Better For You, November 2011
MyPlate Secondary Feedback
M Booth’s Better For You, November 2011
MyPlate Secondary Feedback
M Booth’s Better For You, November 2011
MyPlate Secondary Feedback
M Booth’s Better For You, November 2011
Summary
• We addressed the principles for Summary Disclosure in the guidance for Executive Order 12866
• Through a thoughtful data collection we have created a robust communications initiative for the Dietary Guidelines around a powerful, simple visual cue
• We are using simple, actionable messages that give “how‐tos” to empower consumers to improve eating patterns
• We are planning metrics to track the reach and affects of the information disclosure • Very preliminary awareness data is positive Questions?