Building Healthier Plates One Message at a Time

In the area of nutrition, there has not been a more dynamic time than now when it comes to empowering consumers to make more healthful food choices. At the core of federal nutrition programs is the 2010 Dietary Guidelines for Americans (DGA), which provides the essential evidence-based science and recommendations. With the public health stakes high, effectively communicating the DGA recommendations to empower consumers to shift their eating patterns to more healthful ones, balanced with activity, is imperative.

What are the factors to consider in crafting a new icon and effectively communicating nutrition messages based on the DGA? Consumers are bombarded daily by so many messages that it’s hard to focus on any particular one, especially if they are inconsistent and they don’t give practical ways of applying the guidance. Therefore, giving consumers the “how-tos” and different ways to apply the DGA recommendations are more likely to resonate with them and be “sticky.”

We have also learned that reaching consumers at the point they need to make food decisions, including through social media, is key. Further, focusing on direct, actionable, and consistent messages, with one or two given an ample public spotlight over a sustained period, is more likely to attract attention and lead to desired changes. Lastly, we know that not all people receive or use media and modes of communication in the same way and, so, we need to employ communication mechanisms that are likely to reach them.

In June, after months of consumer research, Secretary of Agriculture Tom Vilsack, with First Lady Michelle Obama, unveiled the federal government’s new food icon, MyPlate, and the multi-modal, multi-year 2010 DGA communications plan. MyPlate is intentionally uncomplicated. It is a simple, yet powerful, visual cue to prompt consumers to think about their food choices across food groups and to build a healthy plate at mealtimes. However, an icon alone can’t change behavior and needs to be accompanied by a comprehensive campaign.

The inclusive, sustained approach that surrounds MyPlate is being led by USDA’s Center for Nutrition Policy and Promotion. The campaign has several important components. One is coordinated nutrition messaging based on 2010 DGA themes of “foods to increase,” “foods to reduce,” and “balancing calories.” Consumer research yielded seven selected messages: Make Half Your Plate Fruits and Vegetables; Make At Least Half Your Grains Whole Grains; Switch to Fat-Free or Low-Fat (1%) Milk; Compare Sodium in Foods Like Soup, Bread, and Frozen Meals – and Choose the Foods with Lower Numbers; Drink Water Instead of Sugary Drinks; Enjoy Your Food, But Eat Less; and Avoid Oversized Portions.

Based on what we have learned, the 2010 DGA communication effort focuses on one message at a time according to a communications calendar that runs from Sept. 2011 through Dec. 2013, beginning with the message “Make Half Your Plate Fruits and Vegetables.” With each message launch, there will be a “buzz activity” (e.g., national competition, event, app, game, etc.) to further engage the public and sustain momentum in promoting the message.

Another component of the MyPlate communications initiative is the e-resources, tools, and other user-friendly education information provided at ChooseMyPlate.gov. At the new website, users can find the “10 Tips Nutrition Education Series” and tools that give the practical how-tos to help consumers build healthy eating patterns, even a vegetarian option.

Partnership is another component of the MyPlate initiative. Everyone has a role and a stake in the movement to improve the health of Americans. No one sector can do this alone; it requires individuals and organizations in various sectors working together with a consistent message. To facilitate this alliance, USDA launched the Nutrition Communicators Network, consisting of Community Partners and National Strategic Partners. These partnerships, formed without any funding or monetary obligations, are designed to leverage the resources and expertise of all parties to amplify the MyPlate nutrition messages to consumers.

The last component of the MyPlate campaign strategy is leveraging social media to reach consumers. Through Twitter, Facebook, and blogs, we expect to transcend information to give consumers options and practical ways to apply the DGA to their lifestyles. In fact, this fall, USDA will release the SuperTracker, a state-of-the-art interactive dietary assessment tool that includes physical activity tracking, coaching, and social media capabilities.

The MyPlate initiative represents a fresh, holistic, and integrated communications approach among many partners. MyPlate prompts consumers to think about building a healthy plate at mealtimes, where we all can bring something healthy to the table.

Robert C. Post, Ph.D., a Professional member of IFT, is Deputy Director, Center for Nutrition Policy and Promotion, USDA, Alexandria, VA 22302.