In July 2000, the U.S. Department of Agriculture’s Food and Nutrition Service (FNS) launched a progressive, five-year nutrition education and promotion campaign. The Campaign, Eat Smart. Play Hard.TM, conveys science-based, behavior-focused nutrition messages about healthy eating and physical activity. The messages are based on the Food Guide Pyramid and the Dietary Guidelines for Americans are designed to motivate consumers to make healthy eating and physical activity choices. The primary target audience for the campaign is school aged children (age 2 to 18 years) who participate or are eligible to participate in USDA’s nutrition assistance programs and their caregivers. The campaign uses a variety of approaches to reach the target group where they live, learn, work and play. Communication vehicles and strategies developed in Phase I of the Campaign include a nutrition and physical activity spokescharacter Power PantherTM, a slogan, central themes and key messages, posters, and a web page. The spokescharacter, a key campaign tool is used to "push" and "sell" kids on healthy eating and physical activity. Long-term plans for this effort include development of a communication and promotion plan that will guide future activities, interactive web pages for kids, materials and tools for parents and caregivers. See www.fns.usda.gov
Learning Objectives: Describe the components and key communication strategies of the Campaign and understand the objectives and future direction of this effort.
Keywords: Federal Policy, Physical Activity
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Food and Nutrition Service,USDA
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.