1. ReThink Your Drink Collaborative & Partner Spokesperson Training Michael Miller Paula Hamilton Brown∙Miller Communications

2. Overview Reviewing History Consulting Facts Mastering Elements of Communication Interviewing Tips Tackling Tough Questions

3. Obesity Trends* Among U.S. Adults Obesity Trends* Among U.S. Adults Behavioral Risk Factor Surveillance System, 1985 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14%

4. Obesity Trends* Among U.S. Adults Obesity Trends* Among U.S. Adults BRFSS, 1990 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14%

5. Obesity Trends* Among U.S. Adults Obesity Trends* Among U.S. Adults BRFSS, 1995 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19%

6. Obesity Trends* Among U.S. Adults Obesity Trends* Among U.S. Adults BRFSS, 2000 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% ≥20%

7. Obesity Trends* Among U.S. Adults Obesity Trends* Among U.S. Adults BRFSS, 2005 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30%

9. CA Adult Obesity Rates Source: Behavior Risk Factor Surveillance System, 2010. http://www.cdc.gov/obesity/data/trends.htmlhttp://www.cdc.gov/obesity/data/trends.html Obesity Prevalence

10. Childhood Obesity Overweight among American children ages 6-19 increased nearly 4-fold from 1963-2000 CA childhood obesity rates: Source: NHANES - 1963-65 through 1999-02

11. Why Drinks? We are not biologically-equipped to fully recognize liquid calories Liquid calories: DiMeglio DP, Mattes RD. Liquid versus solid carbohydrate: effects on food intake and body weight. International Journal of Obesity. 2000; 24: 794-800

12. Adolescents Yearly Consumption Of Sugary Drinks 50 gallons per year 39 pounds of sugar Yearly consumption of sugary drinks: Kiyah and Popkin. Obesity. 2007;15:2739 –2747 and Beverage Digest, 54(13):5. June 12, 2009

13. Serving Size Expansion 6.5 oz12 oz 20 oz 33 oz (1L) Today Babey SH, Jones M, Yu H, Goldstein H. Bubbling Over: Soda Consumption and Its Link to Obesity in California. UCLA Center for Health Policy Research and California Center for Public Health Advocacy, 2009.

14. 278 cal/day 120 cal/day Equivalent of 43% of new calories I NCREASE IN P ER C APITA C ALORIE I NTAKE (1977-2001) Single Largest Contributor to Adult Obesity Epidemic

15. Children 41% of kids age 2-11 62% of kids age 12 -17 DRINK A SODA OR MORE A DAY Babey SH, Jones M, Yu H, Goldstein H. Bubbling Over: Soda Consumption and Its Link to Obesity in California. UCLA Center for Health Policy Research and California Center for Public Health Advocacy, 2009.

16. Added Sugar Stacks Up

17. It’s more than waistlines….

18. Scientific Evidence Cross sectional studies, longitudinal studies, intervention trials Each additional soda children consume daily increases obesity risk by 60% Adults who drink soda daily are 27% more likely to be overweight Babey SH, Jones M, Yu H, Goldstein H. Bubbling Over: Soda Consumption and Its Link to Obesity in California. UCLA Center for Health Policy Research and California Center for Public Health Advocacy, 2009. Ludwig, D. S., Peterson, K. E., Gortmaker, SL. (2001) Relation between consumption of sugar-sweetened drinks and childhood obesity: a prospective, observational analysis. Lancet. 357: 505–508

19. “It is unreasonable to expect that people will change their behavior easily when so many forces in the social, cultural, and physical environment conspire against such change.”

20. Public Health Movements Sanitation Worker Safety Clean Air/Clean Water Auto Safety Drunk Driving Lead Poisoning Violence Prevention Tobacco Control

21. Universal Lessons The solution is NOT just a matter of personal responsibility –Education is critical –Environments must change –Federal, state and local policies are crucial

22. Increasing Availability

23. Everywhere

24. Marketing to Youth $500 million spent annually marketing sugary drinks to children and adolescents More than $1 million a day Television, digital, product placement and more Source: Federal Trade Commission 2008

25. SSB TV Buys Source: TNS Media Intelligence

26. Youth-Targeted Placement

27. People are bombarded with messages You need to get their attention You need to control the conversation Communicating in a confusing world

28. Key Elements of Communications Know Your Audience Know Your Issue Know What You Want to Achieve Message Appropriately

29. Know Your Audience People Partners Policymakers Press

30. Know Your Audience What matters to them? What’s the benefit or risk? Who influences their thoughts and behaviors?

31. Electronic  News Radio  Television Print  Newspaper  Magazine  Talk Radio Social Media Understanding the Media

32. What is News? Timely Local Significant Trends Ironic Controversial Celebrity

33. Your Message… WHAT: What do they need to know? WHY: Why should they care ? ACTION: What action do you want them to take? Simple, Direct, Clear

34. Your Message… WHAT – The [name of] Collaborative encourages you to ReThink Your Drink and choose healthier beverages. WHY – Every drink is an opportunity to maximize your [performance, nutrition, health, be a role model for your children]. ACTION – Limit consumption of sugary drinks and choose [water] instead.

35. Tell a Story Provide a compelling, true-life example of the importance of healthy beverage choices and communities that support them.

37. Governor Schwarzenegger interview on Meet the Press

38. Stay on Message

39. When You Don’t…

40. Interview Tips Prepare yourself Maintain control of the interview Repeat important points Be direct and honest Honor deadlines Engage in a conversation Ask questions Make sure the interviewer understands you Build a relationship

41. Interview Don’ts Say anything you don’t want repeated Use jargon Answer questions with a simple “no” or “yes” Become confrontational Speak on behalf of others Assume Be afraid to say “I don’t know”

42. Bridging Click to add content

43. Flagging

44. Tackling the Tough Questions

45. There are many causes of obesity. Why focus on drinks alone?

46. Focus on Drinks The 2010 Dietary Guidelines for Americans specifically recommends: “Reduce intake of sugar-sweetened beverages…Sugar-sweetened beverages provide excess calories and few essential nutrients to the diet (Chapter 2, page 16) Our campaign provides nutrition education, such as label reading and health information, that helps people make healthy choices for all parts of their diets

47. Shouldn’t parents decide what their children eat and drink?

48. Parental Support Parents are the gatekeepers for their children’s health We support them by teaching them the skills they need to make healthy choices and by …. Helping parents learn how they can build environments that support those choices and reinforcing this guidance to children when outside the home.

49. If sugar is the problem, isn’t juice just like soda?

50. Juice We educate parents and children on sources of added sugar in their beverages 100% Juice provides added dietary benefits and is recommended in small amounts We encourage consumption of whole fruits and vegetables Consumption trends for soda are greater than those for juice

51. It’s the couch not the can!

52. Exercise… Exercise plays a vital role in overall health and weight maintenance Key to good health is a balance between calories expended through exercise and calories consumed in food and drink

53. Are diet sodas a better alternative?

54. Diet Sodas… Evidence is mixed The best alternative is a glass of water Clean, cool and refreshing tap water is:  Sugar-free  Calorie-free  Cost-free

55. What about flavored milk?

56. Flavored Milk We are dedicated to reducing added sugar in all beverages children drink For less added sugar, offer kids unflavored milk We teach parents that 8 ounces of flavored milk typically contains 4 teaspoons of added sugar

57. My kid plays soccer so we give him sports drinks. What’s wrong with that?

58. Sports Drinks We are dedicated to reducing added sugar in the beverages children drink; for less added sugar, offer kids water after exercise A 16 ounce serving of a typical sports drink has 7 teaspoons of sugar Dr. Robert C and Veronica Atkins Center for Weight & Health, Frequently Asked Questions About Sports Drinks UC Berkeley 2007 Prepared by Kristine Madsen MD, MPH, FAAP: –Sports drinks are indicated for extended periods of exercise and for exercise during extreme weather conditions such as high heat and humidity. –Even when children exercise vigorously for an hour, experts agree that water works for rehydration

59. This sounds like “nanny government.” Why are you trying to limit people’s choices?

60. Nanny State Our campaign is working to provide people with more choices Californians want healthy and affordable drink options where they work, shop, live and play. Our campaign is dedicated to providing the information people need to make wiser, healthier choices

61. What’s wrong with an occasional treat of soda?

62. Treats Sugary drinks are not being consumed as an occasional treat The typical California adolescent drinks more than a soda a day A 20 ounce soda contains more than 16 teaspoons of sugar That’s why the 2010 Dietary Guidelines for American’s recommends individuals limit their intake.

63. Questions… ?