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