From SLÁN to Healthy Eating
Cliodhna Foley-Nolan,MB,MPH,FFPHMI
Presentation
Some ChallengesHow SLÁN data contributes
Challenges
CommunicationInfluencePromotion
“The problem with communication is …the illusion that it has been accomplished”
George Bernard Shaw
Realities of Healthy Eating
Media fire blips of unrelated information at usExperts bury us in detailPrevailing obesogenic environment2 out of 3 Irish adults overweight or
obese
Less involvement with food
Fewer family meals
Higher intake of processed food (HFSS)
Cooking and budgeting skills declining
Stressed parents
Fear of eating disorders/play outdoors
Confusion about Complexities
Food supplements, benefits and risksFish(dioxins + mercury +sustainability)Trans fats+ saturated fats
Fish message (s?):
Focus misplaced:
Nutrients> FoodsResearch results>Public Health
implicationsScares>Sustainable moderationRange of experts (Academics, clinicians,
Public health professionals)
The wood for the trees
Competition for attention:
Press releases:300/day (Irish Mirror)Photos:5,000/day(Irish Times)
Broadsheets - dedicated space for health and lifestyles
17/6/08
Readership by social class
Joint National Readership Survey, 2005-6n=7000 in ROI
Social ClassABC1 C2DE
Irish Independent 300,000 175,000
Irish Times 280,000 45,000
Daily Star 103,000 277,000
Sunday World 200,000 470,000
Financial might of advertising
Coca Cola Global Marketing budget: €1.3billionSponsorship of 2006 Winter Olympics: €42million(The Guardian; 2006)
Food industry UK (2003): £743 millionHealth education UK(2004): £7 million
IOI spend on food advertising(2007): €91 millionSoft drink advertising (2007): €39 million(Sunday Business Post; 2008)
Advertising
SLÁN data contribution
CurrentLocalNumericRobust
SLÁN data
Inform professionals/policymakersIdentify target groups (e.g. Parents)Identify target behaviours/foodsProvide baseline for numeric targets and
evaluation
Press
Policy Benchmark
Dilemmas remain
Stark or gentleBlaming or supportiveProviding Information or Community
development
Currently
In denial80% + know risksMajor intention- behaviour gap
Way Forward
Combine SLÁN with Behavioural and Economic dataMultidisciplinary teams (respect)Combine Scientific evaluation with Market
researchOngoing Population Lifestyle and
Nutrition surveys