DOCUMENT RESUME SP 041 558 ED 477 173 The Shape We're In: Community Action Guide. TITLE Robert Wood Johnson Foundation, Princeton, NJ. SPONS AGENCY 2003-00-00 PUB DATE 41p.; Published by Public Access Journalism. NOTE Non-Classroom (055) Guides PUB TYPE EDRS Price MF01/PCO2 Plus Postage. EDRS PRICE *Health Promotion; *Mass Media Use; *Community Programs DESCRIPTORS ; Obesity; *Physical Activity Level; *Physical Fitness; Physical Health; *Public Health *Public Awareness IDENTIFIERS ABSTRACT "The Shape We're In" is a national public education initiative that places a media spotlight on physical activity and obesity to promote public awareness and spark dialogue and action across the country. The centerpiece is a five-part newspaper series delivered to newspapers nationwide. This community action guide begins by describing how to recruit the local newspaper. The next section, "Media Tools," focuses on: getting started with promotions,, national events, creating media coverage, writing a news release, news release template, writing an opinion-editorial, connecting with local radio and television outlets, and pitching local stories. The next section, "Community Activities," includes: 20-percent boost approach to 10,000 steps a day (sample news release), walking school bus (sample pitch for a local story); 1-percent or less campaigns (sample media advisory); walkability checklist (sample opinion-editorial); pedestrian cross walk action (sample public service announcement); trips for kids (sample radio pitch); and pace care programs (sample flyer). The final section, "Support Materials," includes a series summary and upcoming conferences and meetings. (SM) Reproductions supplied by EDRS are the best that can be made from the original document. El?... C/ S e o THE SHAPE WE'RE IN Community ACTION Guide f . , .- _t. ,,....), . 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(/ ' odureiTidcoordinated The Shape We're by PlIbikAccess Journalism, an independent editonlit,Asalting group that exaninne-s public rm.+ ''''policy is---sues for newspaper readers. t Please visit www.shapenewps.com for mews, publications, and additional resoumes_koltted to The Shape We're In series. Support for The Shape We're In is proamicle.c1 by a grant from The Robert Wood Jthuils_coi Foundation -in Princeton, .J. forther information of ii issues 10` ca telat edt... to h e al t han d jhe a te as e visit livww.rwjEo-rg THE RQBERTWGDD JOHNSON FOUND/AFION® Cove-.'t photo credit Alex Manness o '11 11111 ALS_ _ tr'S 'NJ! I THE SHAPE WE'RE IN The newspaper series: Beginning June 2 newspapers across the country have the opportunity to carry a series of articles called The Shape We're In. Distributed at no charge by Knight Ridder/Tribune Information Services to all U.S. newspapers, the five- part series places a media spotlight on physical activity as an antidote to America's obesity crisis. Each article examines factors contributing to the rising number of overweight and obese Americans, including lifestyle, diet and changes in our living environments that have essentially engineered physical activity out of our lives. With compelling personal Make Use of This stories, useful resources and practical ideas in areas such as community design, health care provider services, school programs, public policy activities and corporate trends, the articles are designed to spark dialogue and action in communities throughout the country. The Shape We're In series provides a window on the issues and, just as Important Upcoming important, on effective solutions being implemented across the country. series as a (launching pad for community action: How your organization can use U NEWSPAPER SERIES The community-based solutions described in the series can serve as a model or as a jumping-off point for creating a unique action plan to raise awareness and address specific needs in your community. To get the most from this to Increase Awareness newspaper series, use it as an opportunity to look for new partners in your advocacy and outreach efforts whether you are focused on urban planning and design, public health, community development, transportation, parks and recreation or other goals. Promoting the health benefits of making physical activity a part of everyday life About the Connections can help your organization achieve its goals and make a difference in your community. Now and tvhen to begin: Between Physical Begin now by talking with partner organizations in your community and encourage them to team up with you on activities or initiatives that promote physical activity and address obesity at the local level. As soon as possible, recruit newspapers to run The Shape We're In series, which becomes available in June an ideal time to launch Activity, Obesity a summer community effort. The series serves as the foundation for your action plan, offering both a national perspective and impetus for local action and solutions and opportunities for local news coverage. Keep in mind that newspapers are more inclined to run a series when their local communities have a keen interest in the topic. and Health in Arrange a meeting with the managing editor, news editor or feature/health section editor of your local newspaper. A small, diverse delegation of two or three articulate people tends to be more persuasive than an individual; Your Community! whenever possible include representatives from partners in your community. Be prepared with ideas and suggestions that focus on local issues. For example: Suggest local stories with community impact that tie in with each article in the series o o Offer experts from your organization and your partners as resources. Tell stories about people you know or who your organization has served to illustrate problems and solutions o Stress that the stories are written by professional journalists and that they are accompanied by photos and graphics o Emphasize that the series is distributed for free by Knight Ridder/Tribune Information Services to any newspaper through }CRT's website, and that no Knight Ridder or Tribune Company affiliation is necessary o Offer to develop directories of local resources; these could be run as sidebars to each article o Let the editor know that a Spanish version of the entire series will be distributed as well o Bring a preliminary list of potential local advertisers who can be contacted for ads that relate to the overall theme of the series or to specific series topics o Use the series as an opportunity to establish or strengthen relationships with newspaper editors and reporters about important local issues which will have residual benefits for you and your programs Advocacy and Outreach Opportunities: Organize a community event in conjunction with the June release of The Shape We're In o Contact radio and television stations and encourage them to provide related coverage o Invite your newspaper to provide coverage for your group's event or highlight a successful program o Plan an event to draw attention to one of the many upcoming national observances, such as National o Trails Day, National Bike Month, National Walk to Lunch Day, National Employee Health & Fitness Day or International Walk to School Week Collaborate with other local groups to strengthen your outreach efforts o Reprint.part.or all of the series in your organization and membership newsletters o 4 THE SERIES LE 9 ®U[ MUOM: CHEVIEICA NE SEM 0:0ff LEENOOLI 0 Americans are out of shape, and we don't need yet another study workplace and at home keep us glued to our seats. Prosperity to tell us why. Our lives are high in stress and calories and low on has weighed us down. The result is that, "Just Do It" aside, free time and physical activity. The good news is that experts in Americans aren't any more active than they were 10 years ago, and impressive numbers are becoming more and more convinced it's we're facing a public health crisis. All of which is forcing what may be not all our fault. Despite never-ending waves of research proving a a cultural revolution. Ideas to cut obesity that once sounded extreme proper diet and moderate exercise lead to healthier, longer lives, are gaining public attention and moving into mainstream thinking. America as a culture does little more than pay lip service to advancing For the first time, public health, zoning, transportation, fitness, the crucial cause of physical activity. In fact, over the past 50 years, education, government, law and some business interests are united we've essentially engineered it out of our lives. The car rules. in determination to stop the runaway train of American obesity and Sidewalks are rare or nonexistent, suburban roads are difficult to inactivity. Obesity, they say, isn't only caused by that extra Oreo. It is navigate on foot. Stores, theaters and restaurants are unreachable caused by environment where we live, work and play. without transportation. Computers in the ever-demanding EN 2 scum mays: VIE SIBRuoma 0.00E Nearly half of America's youth, ages 12 to 19, aren't breaking a sweat, connection even more in 2003 kids are becoming the number-one opening the door to obesity (in 13 percent of all kids) and diabetes, target for public health officials who believe initiatives to help which have reached epidemic proportions. While good habits start at younger generations have the best likelihood of public support, not home, in this case it is schools that are on the firing line. Consider to mention results. Where are those initiatives? Some health experts, the ubiquitous, revenue-producing vending machines and the content schools and communities aren't waiting for the magic bullet. of lunches-at many U.S. public schools, which often partner with fast They've created or borrowed innovative programs that stress starting food companies, a $900-billion-a-year industry. Meanwhile, physical kids off on the right foot on the long road to lifetime health. And education and sports programs are being slashed to meet budgets these programs are stripping away the myths about how kids view and mandated education standards. And nutrition is marginally diet and physical activity. taught, when it's taught at all. The spotlight will focus on the school ail EV ELM out of business. But serving nutritious foods must be given a priority ono mIE mins NE 0Dff 0 What is the future of fast food? Will our passion for french fries in our culture, just like providing safe clothing or safe buildings." fade as we learn to eat smarter? Will the fast food chains re-invent Saddled with slumping sales and worried by the prospect of obesity themselves through menus that an increasingly health-conscious lawsuits and more government regulation, the industry suddenly public can live with? Or will we continue to spend billions of dollars finds itself on the defensive. With its dismal record of coming up a year on food that health experts say is slowly killing us? "People with healthy alternatives to burgers and fries remember the who eat fast food tend to have the high-fat and low-fiber diets we McLean Burger and Taco Bell's low-calorie Border Lights line? the associate with obesity," says Gail Woodward-Lopez, associate director large chains wonder: Do we stick with the Big Macs and Whoppers of the Center for Weight and Health at the University of California, that brought us where we are, or do we beef up our menus with Berkeley. "We're not asking anyone in the fast food industry to go healthier selections our core customers may not even want? olE Mum mammon with self-esteem issues and busy parents who see junk food as a 0 With America in the midst of an obesity epidemic linked to an solution, not a problem. The middle-aged working dad with high increase in heart disease, high blood pressure, dangerous cholesterol blood pressure and higher cholesterol and no time for anything but levels, cancer and diabetes, medical schools may finally be waking up popping a pill. Insurance companies that won't reimburse patients for to smell the coffee no sugar, no cream. preventive measures like weight loss and physical activity. And, finally, Although doctors know better than most how intricately physical what many experts say is the crux of the matter minimal medical activity issues are tied to good health, the topics of weight and training on how to talk to patients to overcome misinformation, physical activity rarely rate a mention in typical diagnoses or embarrassment and lack of motivation. Is there cutting-edge provider treatment plans, much less an emphasis. Why? Consider what the training or care that takes into consideration all of these issues? Like all modern physician is up against. The sensitive, overweight pre-teen else with physical activity and nutrition, the momentum is building. GI 5 NEM@ RN UNE HOME 0 For years, community planners and developers have pushed for suburban residents to allow apartments and retail stores considered "smart growth" to make a dent in America's car culture, hoping key to the success of any walkable community into neighborhoods to halt seemingly unstoppable traffic congestion and urban sprawl. zoned for single-family homes. But emerging data linking a lack Architects, landscapers, engineers and designers envisioned a commu- of physical activity to obesity will make the call for smart planning nity that would promote "walkability" sidewalks, walking and more persuasive, and the money will follow, advocates say. It's biking trails and other enticements that might keep the car in the happened before, they say, with the environmental movement and garage longer. The idea has been slow to catch on, as developers are the fight against Big Tobacco. In each case, "when public health steps often reluctant to take on projects that take longer to get approval in and they suddenly make it all relevant to every human being," and to show profits. There's also been reluctance on the. part of momentum builds, says researcher James Emery. IDEAS FOR LOCAL STORIES & ACTIVITIES o Look for current public policy initiatives that highlight innovation and encourage newspapers to write a local story o Compile a listing of community offerings an "open spaces" guide for people who want to walk, hike, bike NO o Enlist the local radio station to host a daily "Let's Get Healthy" minute during morning drive time to encourage listeners to walk up stairs, walk down the block, walk around the building; the hosts could talk about what they're going to do, and even get people to call in and discuss what they're doing o Find out what the most dangerous intersections are for pedestrian traffic. Pitch to the newspaper on your community's "Ten Most Dangerous Intersections" and offer suggestions for creating positive change o Enlist local nutritionists to visit schools and demonstrate healthy food choices and portion sizes. Set up a demo table with popular foods sandwiches, cookies, pizza slices, cut veggies, 111111111111111 potato salad, etc., and create sample plates for adults and kids o Sponsor a local "Walk Your Kids to School" Day or a "Walking School Bus" o Invite a local expert to the school to talk about community gardens; what kids might plant and MID healthy recipes using those ingredients. Suggest the newspaper run a story about the community gardens; take photos of the students planting and print the recipes they come up with o Hold a bike safety rodeo or bicycling marathon, with several top prizes for the winners, t-shirts for everyone, etc. o Ask your newspaper to take photos or report on innovative physical activity or nutrition classes o Ask local fast food outlets and delis to identify "healthy fast foods," including main courses and desserts, and profile these in a special newspaper supplement o Offer a local spokesperson to the radio shows to talk about healthy fast foods o Pitch the local cable TV station about doing a show on healthy fast foods set up a demo table showing unhealthy offerings, too, with an expert talking about the differences o Seek out innovative physical activity programs offered or sponsored by local doctors or hospitals and bring them to the attention of your newspaper or radio station o Survey local physicians to gather stories of challenges and barriers they face o Compile a list of "Weight-Loss-Helpers" in your community, with basic info on each i.e. Weight Watchers, Jenny Craig, local fitness centers, programs at the YMCA or YWCA, weight-loss consultants, etc. Provide the listing to your local newspaper as a sidebar o With a reporter, take a "walkabiliry" survey of your neighborhood, grading it for accessibility and safety o Organize several community walks; announce them in the paper and on local radio stations. Pick several simple routes where people can take 15 to 30 minute walks o Announce a "challenge yourself" program the first day, walk up a staircase; the next day, do it twice, the next, 3 times, etc. When you've reached your limit, continue at that level once a H II day, every day COPY AVAIIiLABILIE ,- PROMMERD RV: PAJ Public Access Journalism MHO UT: THE RoBERTWGDD JOHNSON FOUNDATION® BOSTBDBUTEB BV: Roo' move UngovnosHon, vOsOR us on aiUU man II: www.shapenews.com and Download the Community Action Guide ILABLE OF CONTENTS] About The Shape We're In 5 How to Use This Guide 6 Recruit Your Newspaper 7 -r 111:1M KAN _11 Getting Started with Promotions 9 National Events 10 Creating Media Coverage 11 Writing a News Release 12 News Release Template 13 Writing an Opinion-Editorial (Op -Ed) 14 Connecting with Local Radio and TV Outlets 15 "Pitching" Local Stories 16 T EMOTOVON ii l 20% Boost Approach to 10,000 Steps A Day 18 19 Sample News Release Walking School Bus 20 Sample "Pitch" for a Local Story 21 22 1% or Less Campaigns 23 Sample Media Advisory 24 Walkability Checklist 25 Sample Op-Ed 26 Pedestrian Cross Walk Action 27 Sample Public Service Announcement 28 Trips for Kids 29 Sample Radio "Pitch" Pace Car Programs 30 Sample Flyer 31 FirilEN] Series Summary 33-34 Upcoming Conferences and Meetings 35 THE SHAPE WE'RE IN 9 r. 4 THE SHAPE WE'RE IN a national public The Shape We're In is education initiative supported by The Robert Why a newspaper series? Wood Johnson Foundation®. It places a media N ewspapers bring issues before the public, opinion leaders and spotlight on physical activity and obesity to policymakers. A newspaper series can explore and explain promote public awareness and spark dialogue complex facets of an issue, giving readers much more than a "sound bite" that is quickly forgotten. This series offers editors a and action across the country. The centerpiece welcome jumping-off point to tell local stories. Hundreds of newspapers are expected to carry the series, and national television is a five-part newspaper series distributed and radio shows will pick up on the coverage as well. The series free by Knight Ridder/Tribune (KRT) can be used to draw attention to one of the many upcoming national commemorations, such as National Trails Day, National Information Services on June 2 to newspapers Bike Month, National Walk to Lunch Day, National Physical Education Day, National Employee Health and Fitness Day or across the United States. International Walk to School Week. The articles also will live on in reprints distributed to the public, policymakers and experts, as well as on The Robert Wood Johnson Foundation's dedicated Web provides an opportunity The Shape We're In site at www.shapenews.com. for national and community-based organiza- What will it cover? tions focused on urban planning and design, public health, nutrition, community develop- ach article in the series examines factors contributing to the i rising number of obese and overweight Americans, including ment, transportation, and parks and recreation lifestyle, diet and changes in our living environments that have essentially engineered physical activity out of our lives. By offering to incorporate opportunities for increasing compelling personal stories, useful resources and practical tips in physical activity and reducing obesity into areas such as community design, health care provider services, school programs, public policy activity and corporate trends, the their advocacy and outreach efforts. The series will provide a window on solutions being implemented provide common-sense across the country. health benefits of making physical activity The Shape We're In will information and user-friendly resources on physical activity and and healthy eating part of our daily routines obesity issues for individuals and organizations. We hope that it also will create a demand for change among the American public. are clear, and we hope this series will help A critical element to its success is the cumulative energy generated across the country by the many organizations committed to illuminate these important issues. We also increasing physical activity and reducing obesity as part of their hope the series helps advance your organization's advocacy and outreach efforts. goals. We encourage you to use the series and Who is producing the series? related materials to communicate with your The series is produced by Public Access Journalism, an stakeholders. We also urge you to promote independent editorial consulting company founded by Jane McDonnell, an award-winning journalist with 20 years the series within your communities and of experience as a news reporter and editor. She is a former contact regional newspapers to localize the managing editor at Knight Ridder/Tribune Information Services. Financial support for the series comes from The Robert Wood series to encourage dialogue and jump-start Johnson Foundation. public policy action around physical activity and obesity. 10 5