The Choose Healthy Now Campaign in Hawaii Carolyn

The Choose Healthy Now Campaign in Hawaii Carolyn Donohoe-Mather, MAS, RDN, LD, IBCLC Chronic Disease Prevention & Health Promotion Division Hawaii State Department of Health

What is Choose Healthy Now? v A CDC-funded Dept. of Health campaign with: ◦ Increased healthy options ◦ Product placement ◦ Point-of-decision prompts ◦ Proposed price break v. Where? ◦ Government worksite snack shops ◦ Hospitals ◦ Convenience stores

Choose Healthy Now v. Began with HHS/GSA Health and Sustainability Guidelines for Federal Concessions and Vending Operations

Harmonized with Go for Green® 1. Integrated sodium into ratings 2. CHN “green” rating for: vhard-boiled egg vsome caffeine-containing beverages

What is Choose Healthy Now? v. How do we define “Healthier” foods & drinks? ØMinimally processed, OR ØProcessed, and lower in: Øcalories Øsugar Øsodium Øsaturated fat (+ zero transfat) Øno artificial sweeteners

Partners

CHN in Government Worksites

CHN in Government Worksites v Partnership with Dept. of Human Services Ho‘opono Blind Vendor Program v Piloted in 6 Oahu snack shops. v Results: § Vendors doubled the number healthy items offered § 3 in 4 customers wanted healthier options available § 1 in 4 said that the sticker influenced their purchase § 1 in 3 who saw green sticker purchased a green item

CHN in Hospital Cafeterias v Partnership with Castle Medical Center’s Bistro § Increased the number and visibility of healthy items v Pilot results: § 1 in 2 customers noticed stickers § 1 in 3 said the green stickers influenced their purchase § Difficulty with obtaining sales data

CHN in Convenience Stores v Aloha Island Mart piloted CHN in 2 Oahu stores, expanding CHN to 40+ locations statewide v Incorporating in-store coupons and incentives statewide v Pilot results: § Low customer awareness § No decrease in overall sales

Media & Promotion

Expansion of CHN A statewide reach… v Adding more Ho’opono blind vendors v Castle Medical Center continues to implement v Aloha Petroleum expanding CHN to 40+ locations statewide v So Ono adding logo to CHN foods v Queen’s Hospital will begin using CHN for their grab-n-go items and patient services later in 2016 …Requires a statewide promotion

Promoting CHN v DOH organizes and facilitates press events for businesses that adopt CHN v First Lady Dawn Amano-Ige is the campaign spokesperson § Choose Healthy Now is her platform § 4 CHN snack stations set up in Gov’s office!

Blind Vendor Annual Award Ceremony & Taste Test Event

Castle Medical Center Recognition Ceremony

Aloha Island Mart: Kick-off Ceremony

Website http: //www. healthyhawaii. com /choose-healthy-now/

Website http: //www. healthyhawaii. com /choose-healthy-now/

Website http: //www. healthyhawaii. com /choose-healthy-now/

Marketing Materials & Focus Group Results

First Round: CHN Marketing Materials 1. 0 Posters Customer Loyalty Card ers Newslett Table Tents

Focus Group Results v Focus groups with government employees, hospital workers, and convenience store shoppers revealed that Hawaii residents…

Focus Group Results v Focus groups with government employees, hospital workers, and convenience store shoppers revealed that Hawaii residents… § Are concerned with weight gain and diabetes § Want to stay healthy for their family § Want snacks to provide energy (such as nuts) § Feel “cared for” by the vendor/shop owner when healthier choices are offered

Focus Group Results v Did not like ads that seemed “pushy” § “Make a Good Choice” (Alabama) § “Choose Healthy Now – Go!” (Hawaii) v Favorite taglines were: v “Eat Better. Live Better” v “Good Snacks Served Here. ” (New York City)

Focus Group Results v Want ads that relate to food § Want campaign materials to “entice” them to buy healthy items by showing appetizing pictures of food and drinks § Customers prefer that we highlight only the green items and eliminate labeling of red and yellow o Retail partners prefer green only o Hospitals prefer to label all 3 colors, so we will continue to provide green-yellow-red

Focus Group Results v Due to Focus Group Results, we are: ü Emphasizing “green” rated items ü Eliminating “Go!” ü Replacing flower logo with apple logo ü Developing signs that show appealing foods with a simple tagline

A Variety of Materials Being Developed v Posters § Convenience & availability: “Fast & Nutritious!” “Good snacks served here. ” § Health: “Diabetes is preventable. ” § Weight Loss: “Trying to lose weight? § Energy: “ ” Get the energy your body craves. ” § Family: “Be there for them longer. ”

Sneak Peek of 2. 0 Materials

2. 0 Sneak Peek: Convenience Store

2. 0 Sneak Peek: Mall Ads

A Variety of Materials Being Developed v Point-of decision prompts v Window clings v Directional floor clings v Newsletter templates v Table tents v Incentive Cards v Coupons

Planned Activities for 2016 -2017 v Reach out to grocery stores and pharmacies v Roll-out new materials to partners v Annual awards ceremonies v Press events for new partners v Ads in malls statewide v PSA on television featuring Mrs. Ige § Announces CHN available “in these locations” § PSAs will highlight vendors who adopt CHN Ø “Look who’s Choosing Healthy Now!”

Policy Efforts

Nutrition Wellness Policy

Nutrition Wellness Policy DOH Employee Survey ◦ 80% felt that it was important to have healthy food and beverage options at DOH events sponsored with federal or state dollars ◦ 54% thought their co-workers felt it's important ◦ 50% were supportive of the department saying what foods and beverages should be served at DOH events sponsored with state or federal dollars.

Nutrition Wellness Policy What does this policy cover? ◦ Food and beverages purchased with state or federal dollars (DOH-sponsored events) What doesn’t this policy cover? ◦ Foods or beverages donated by employees (but policy encourages bringing healthy foods/bevs) ◦ Foods and beverages sold to individual employees in DOH buildings from a snack shop, cafeteria, or vending machine

Nutrition Wellness Policy What does this policy require? ◦ Healthy options must be provided when foods/beverages are served What doesn’t this policy require? ◦ All foods/beverages served must be healthy

Food Bank Policies v. Starting by assisting food banks increase the donations of healthy foods and beverages v. Then, work with food banks to develop a policy on what foods and beverages they will accept http: //www. kauaifoodbank. org/Get. Involved/Conduct-a-Food-Drive

Our Vision: A Healthy Hawaii

Contact Carolyn Donohoe-Mather, MAS, RDN, LD Nutritionist, Primary Prevention Branch Chronic Disease Prevention & Health Promotion Division Email: carolyn. donohoemather@doh. hawaii. gov Phone: (808) 586 -4526