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Summary of Obesity, Nutrition and Physical Activity

Centers for Disease Control and Prevention Grant

Communities Putting Prevention to WorkMarch 19, 2010

Public Health - Seattle & King County (Public Health) applied for $20 million in funds toimplement interventions to improve obesity, physical inactivity and poor nutrition throughpolicy, systems and environment changes. We are pleased to announce that our application wasselected and the funds awarded total $15.5 million. Public Health will award about $10 millionin Communities Putting Prevention to Work(CPPW) funds to partners in media, localgovernment, schools, community organizations, worksites and economic development.Community partner funding will occur through competitive requests for proposals (RFPs) whichwill be released in mid-April 2010.

Public Health will use the following strategies and interventions to support healthy eating:

1. Media: Promote healthy food/drink choices and counter-advertise against less healthyitems though mass media campaigns, social media focused on communities affected byhealth inequities, and school-based counter advertising.

2. Access:Increase healthy food/drink availability and limit unhealthy food/drinkavailability by promoting nutrition standards in schools, childrens programs andworksites; working to modify zoning policies to increase access to stores selling healthyfood and decrease the density of fast food outlets in underserved neighborhoods,supporting vending machine nutrition guidelines, increasing number of small foodretailers that sell healthy food through WIC and SNAP; helping immigrant and low-income people grow food in their communities and sell it to local food retailers; and

supporting farms-to-school efforts, increasing availability of healthy foods at worksites.

3. Product placement and attractiveness: Support marketing of healthy items at cornerstores, and at schools and worksites.

4. Price: Changing relative prices of healthy vs. unhealthy items by exploring the feasibilityof enacting city privilege tax or fee on sugar sweetened beverages, working withinterested partners to lower the cost of healthy items relative to less healthy items incafeterias and vending machines at schools and worksites, and organizing purchase co-ops at schools, child care and public housing.

Active Living Strategies: Public Health proposes to increase active living through strategiesthat address:

1. Access:Increasing access to safe, attractive, accessible places for activity through jointuse agreements for schools and parks; supporting standards for minimum play space,equipment, and duration of play in childrens programs; modifying park and recreationpolicies to increase low-income and racial/ethnicity access; incorporating healthycommunity elements in interested cities comprehensive plans; adopting complete street

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legislation in suburban cities and supporting school siting guidelines so children can walkand bicycle to school.

2. Access: Increase opportunities for physical activity in schools by promoting daily qualityphysical education, high-quality physical education (PE) standards, curricula, training,

certification of PE teachers, and regular recess in grades K-8.

3. Social Support: Increase the number of schools participating in Safe Routes to Schools.Leadership Team and Coalitions:

We are delighted with the commitment among high-level King County policy makers to serve onthe Leadership Team for Communities Putting Prevention to Work. This Leadership Team willprovide guidance on both the obesity and tobacco prevention policy and system changes.

Local and state government leaders: Dow Constantine, King County Executive; MikeMcGinn, Mayor-Elect, City of Seattle; Suzette Cooke, Mayor, City of Kent; State Senator

Karen Keiser (Chair, Committee on Health and Long-term Care); Julia Patterson, KingCounty Council and Chair, Board of Health. Content expert: Brian Saelens, PhD, Associate Professor, University of Washington. Public HealthSeattle & King County Staff; David Fleming, MD, Director, PHSKC; Jim

Krieger, MD, MPH, Chief, Chronic Disease and Injury Prevention, PHSKC; ErinMacDougall, PhD, Project Manager, PHSKC.

School sector leaders: Maria Goodloe-Johnson, PhD, Superintendent, Seattle PublicSchools; one additional Superintendent from a focus community School District.

Community leaders: Tom Hansen, MD, President & CEO, Seattle Childrens Hospital andRegional Medical Center; Carol Lewis, Executive Director, Philanthropy Northwest.

King County currently has many active coalitions that work to promote healthy eating and activeliving (HEAL). They include Steps to Health King County (STEPS), Racial and EthnicApproaches to Community Health (REACH), King County Food and Fitness Initiative (KCFFI),King County Physical Activity Coalition, Healthy and Active Rainier Valley Coalition,Community Kitchen Coalition, Great City Coalition, Healthy Kids, Healthy Communities, andCity Fruit Coalition. They will bring their extensive network of relationships, communitymobilization skills, and knowledge of local needs and opportunities for change.

Funding Mechanisms

CPPW provides the opportunity to break through to the next level by paying for a change ourgoal is to provide our partners with funds to pay the one-time costs for ready-to-go policy,systems and environment changes to improve community health. The financing strategies varyby sector and are as follows:

1. Media. A comprehensive communications strategy will increase public awareness andsupport for nutrition and physical activity interventions. The media strategy will includemass media (paid/earned) and campaigns to increase awareness of priority interventions.

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CPPW also will support social media campaigns in focus communities and among ethnicgroups and youth.

2. Schools, Community Organizations, and Local Government.Competitive request forproposals (RFPs) will provide funding to partners for priority interventions. Eligible

applicants will select from a menu of policy and environment changes for their sector.Half of the RFP funds will go to focus communities. The RFPs will be released in April2010; with proposals due about four weeks later and awards announced in late June 2010.More information will be at www.kingcounty/health/cppw.

3. Worksites. We will contract with a local expert in worksite wellness to provide technicalassistance to businesses to launch worksite health promotion.

4. Economic Development Support. Support for healthy food retail (such as healthy cornerstores) will be delivered through a business incentive program managed by the City ofSeattle Office of Economic Development (OED). OED will leverage additional funds to

support credit enhancement incentive funds (including grants, interest buy-downs, partialequity, and rebates).

Together, these interventions and funding mechanisms hold the potential to improve the foodenvironment and physical activity opportunities to communities throughout King County.