Marketing Food to Children and Adolescents - Federal Trade ...
Marketing Food to Children and Adolescents - Federal Trade ...
Marketing Food to Children and Adolescents - Federal Trade ...
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Assessment of <strong>Food</strong> Company Health Initiatives <strong>and</strong> Recommendations<br />
company supported an in-school “healthy eating” facts newsletter <strong>to</strong> be sent home with grade<br />
school children, <strong>and</strong> developed educational materials for pre-K <strong>and</strong> kindergarten classrooms on<br />
the importance of proper diet, nutrition, <strong>and</strong> physical activity. Another company collaborated<br />
with the President’s Challenge 164 <strong>to</strong> develop a national health <strong>and</strong> fitness initiative for middle<br />
school students. The program features inspirational celebrities <strong>to</strong> promote healthy eating <strong>and</strong><br />
physical activity, <strong>and</strong> provides teachers with unbr<strong>and</strong>ed materials on how <strong>to</strong> incorporate lessons<br />
on healthy living in their curricula.<br />
Several of the initiatives highlighted by the reporting companies have been aimed at<br />
Hispanic <strong>and</strong> African American populations, in which rates of childhood obesity are high.<br />
For example, two packaged food companies reported partnerships with outside organizations<br />
<strong>to</strong> promote youth programs focused on Latin dance in the Hispanic community. 165 Another<br />
company reported distributing a magazine with nutrition <strong>and</strong> other information <strong>to</strong> assist<br />
Hispanic mothers with children at home. A packaged food company has partnered with the BET<br />
Foundation <strong>to</strong> promote health <strong>and</strong> nutrition <strong>to</strong> African American families, especially women<br />
<strong>and</strong> girls, through the “Healthy BET” program. Healthy BET activities have included television<br />
PSAs, an informational website <strong>and</strong> <strong>to</strong>ll-free hotline, an obesity camp for girls, a national fitness<br />
challenge, <strong>and</strong> a health forum. 166 The same company offers grants <strong>to</strong> non-profit organizations<br />
<strong>to</strong> promote nutrition <strong>and</strong> fitness, with the majority of grant money reportedly going <strong>to</strong> support<br />
children of color. 167 Some companies also reported sponsoring sports programs or events<br />
focusing on Hispanic <strong>and</strong> African American youth. In addition, a beverage company engaged in<br />
nutrition-related events aimed at the Hispanic population, <strong>and</strong> supported a Hispanic community<br />
organization that addressed <strong>to</strong>pics such as childhood nutrition <strong>and</strong> development.<br />
As in the case of product-specific promotional campaigns, some companies have adopted<br />
an integrated approach <strong>to</strong> healthy message campaigns, using several media avenues <strong>to</strong> reach<br />
children <strong>and</strong> teens. For example, a campaign that aims <strong>to</strong> increase consumption of milk by teens<br />
includes a teen-targeted interactive website, milk-mustache celebrity endorsements, <strong>and</strong> in-<br />
school posters. Similarly, a beverage company’s educational platform has been featured on the<br />
children’s portion of the company website, in school materials, in sponsored events promoting<br />
physical activity, <strong>and</strong> through funding <strong>and</strong> support of fitness activities of certain community<br />
organizations. A packaged food company’s campaign <strong>to</strong> promote produce, whole grains, <strong>and</strong><br />
exercise featured an interactive website, links on company-sponsored <strong>and</strong> third-party websites,<br />
spots on a popular children’s cable television network, <strong>and</strong> other media avenues.<br />
The 2006 Report also recommended that food <strong>and</strong> beverage companies conduct consumer<br />
research on the impact of their healthy message initiatives, in order <strong>to</strong> identify simple,<br />
effective messages. 168 Some of the reporting companies have sought <strong>to</strong> examine the potential<br />
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