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Making an IMPACT in Nutrition MEDIA
Clare Collins
Professor of Nutrition and Dietetics NHMRC Senior Research Fellow Director of Research, School of Health Sciences Priority Research Centre in Physical Activity and Nutrition Faculty of Health and Medicine The University of Newcastle
@ProfCCollins
The University of Newcastle | CRICOS Provider 00109J | www.newcastle.edu.au From shutterstock.com 1
ACKNOWLEDGEMENT TO COUNTRY
I would like to acknowledge the Traditional Owners of the land on which we meet today, the Yugambeh People, and to pay my respects to Elders past and present.
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DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 2
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ACKNOWLEDGEMENTS
• Grants: NHMRC, Australian research Council, Heart Foundation, Diabetes Australia Research Program • University of Newcastle, Hunter Medical Research Institute, Hunter Children’s Research Fund, John Hunter Hospital Charitable Trust • Coal & Allied, Meat and Livestock Australia, Innovation Connections, • nib foundation, Bill and Melinda Gates Foundation, • Rainbow Foundation, Greater Charitable Foundation, Medibank Charitable Trust , • Challenge Ltd, Rijk Zwaan, Lions Club, Coles Community Fund • Consultancies: Heart Foundation, Dietitians Association of Australia, Australian Broadcasting Corporation, SHINE Australia, SPHealth, Prima Health Solutions, Novo Nordisk, Quality Bakers, Sax Institute • Some of the eHealth tools presented have been created through Prof Collins’ research • The Australian Eating Survey is available commercially
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DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 3
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DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 4
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More than meets the eye
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DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 5
More than meets the eye
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DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 6
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More than meets the eye
From shutterstock.com
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OUTLINE 1. Why work with the media 2. DAA and the media 3. My media impact 4. Rules of media engagement 5. Where to maximise future impact
From shutterstock.com DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 8
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OUTLINE 1. Why work with the media 2. DAA and the media 3. My media impact 4. Rules of media engagement 5. Where to maximise future impact
From shutterstock.com DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 9
Definition: Impact (verb) To have a strong effect on someone or something
From shutterstock.com
DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 10
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Definition Impact (verb): To have a strong effect on someone
http://i.dailymail.co.uk/i/pix/2014/01/03/article-2533326-1A66C43900000578-426_634x615.jpg or something
https://goop.com/beauty/personal-care/clean-beauty-and-why-its-important/ www.celebitchy.com/wp-content/uploads/2011/03/goop12.jpg DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 11
Dietitians putting themselves out there…
You can
From shutterstock.com too! DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 12
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Poor diet impacts 1 in 5 deaths globally
https://www.theguardian.com/society/2018/nov/08/poor-diet-a-factor-in-one-fifth-of-global-deaths-in-2017-study DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 13
Percentage total burden of disease (DALYs) attributed to risk factors (2015) Poor diet impacts Australia’s burden of disease
9.3% 8.4% 7.3% 5.8% 4.7%
https://www.aihw.gov.au/reports-data/health-conditions-disability-deaths/burden-of-disease/overview DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 14
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Which food groups add most burden?
From shutterstock.com https://www.aihw.gov.au/reports/burden-of-disease/interactive-data-risk-factor-burden/contents/dietary-risk-factors DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 15
Disease burden would drop by…
• 62% for Heart disease • 41% for Type 2 diabetes
• 34% for Stroke From shutterstock.com
• 22% for Bowel Australian Institute of Health and Welfare. Australian Burden of Disease Study: impact and causes of illness and death in Australia 2015 report. Canberra: AIHW; 2019. DAA National Conference 2019 | Prof Clare Collins | Cancer @ProfCCollins 16
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if Australians ate like the Dietary Guidelines… • 62% for Heart disease • 41% for Type 2 diabetes • 34% for Stroke • 22% for Bowel Cancer From shutterstock.com
Australian Institute of Health and Welfare. Australian Burden of Disease Study: impact and causes of illness and death in Australia 2015 report. Canberra: AIHW; 2019. DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 17
if Australians ate like the Dietary Guidelines… • 62% for Heart disease • 41% for Type 2 diabetes • 34% for Stroke • 22% for Bowel Cancer From shutterstock.com
Australian Institute of Health and Welfare. Australian Burden of Disease Study: impact and causes of illness and death in Australia 2015 report. Canberra: AIHW; 2019. DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 18
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if Australians ate like the Dietary Guidelines… • 62% for Heart disease • 41% for Type 2 diabetes • 34% for Stroke • 22% for Bowel Cancer From shutterstock.com
Australian Institute of Health and Welfare. Australian Burden of Disease Study: impact and causes of illness and death in Australia 2015 report. Canberra: AIHW; 2019. DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 19
Why should YOU work with media?
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Media scan shows nutrition quackery is thriving
• Stiff competition from self-appointed nutrition gurus • Nutrition misinformation undermines evidence-based nutrition advice • ... and Accredited Practising Dietitians • We need a united LOUD voice
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DAA Strategic Plan - Calls for Media Impact Vision The leading voice in nutrition and dietetics Strategic Objectives
• Communicate credible and timely nutrition messages to the public • Lead translation of evidence into practice • Build capacity for advocacy within the membership • Protect a strong andDAA recognised National Conference 2019 | Prof Clare Collins | credential @ProfCCollins 22
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How are you going to get media ATTENTION!!! attention?
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Australian (Social) Media Statistics In 2018 Approx. Monthly Australian Approx.: • 89% own a smartphone Users • 6 in 10 use Facebook • 35% check phone within 5 1. Facebook – 15,000,000 • 1 in 2 on a daily basis minutes of waking 2. YouTube – 15,000,000 • 1 in 2 use YouTube • • 76% have a laptop & 52% 3. Instagram – 9,000,000 1 in 3 use Instagram 4. WhatsApp – 7,000,000 • 1 in 4 use Snapchat desktop 5. Snapchat – 6,400,000 • 43% large ipad & 27% small 6. LinkedIn – 5,500,000 ipad 7. Twitter – 5,300,000 • 19% fitness & 9% smart watch
Stats Source: Vivid Social – Social Media Agency https://www.socialmedianews.com.au/social-media-statistics-australia-july-2019/ https://www2.deloitte.com/au/mobile-consumer-survey https://www.statista.com/statistics/467753/forecast-of-smartphone-users-in-australia/ DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 25
• 95% access social media for personal and professional reasons • 80% check social media at least 4 times a day • Popular times 7-9pm; 7-9am and 5-7pm • Seeking nutrition news and CPD opportunities • Visual imagery is very popular (still)
https://dietitianconnection.com/news/2018-dietitians-social-media-habits/ DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 26
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What do people want from Dietitians?
• Individualised nutrition care and greater involvement in care
• Good communication skills and humanistic qualities
• To build positive relationships
Sladdin, Ball, Bull, Chaboyer. Patient-centred care to improve dietetic practice: an integrative review. J Hum Nutr Diet. 2017 Aug;30(4):453-470 DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 27
Will “Dietitians and Nutritionists” be Replaced By Robots?
https://www.replacedbyrobot.info/69968/dietitians-and-nutritionists DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 28
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OUTLINE 1. Why work with the media 2. DAA and the media 3. My media impact 4. Rules of media engagement 5. Where to maximise future impact
DAA National Conference 2019 | Prof Clare Collins | From shutterstock.com @ProfCCollins 29
ROSEMARY STANTON
https://en.wikipedia.org/wiki/Rosemary_Stanton
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DAA making a media impact for >20 years
• Proactive, reactive, collaborative media • Both media and spokespersons programs
• Identified media targets include • Health and medical (eg GPs) • Consumers • Political
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✓ 70 different APDs trained Number of DAA Spokespeople as Spokespersons 1999- 22 2018 2019 ✓ 1074 mentions of DAA
18 ✓ 1328 mentions of APD ✓ 100’s APDs willing to 2008 ✓ 449 mentions of DAA 12 speak on expert topics or ✓ 342 mentions of APD to student journalists
2019 Media program Review
1999 2008 2018 n=12 n=18 n=22 Number of Spokespeople
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DAA’s biggest media impact - #ICD2012
Special Issue: Dietitians Association of Australia 16th International Congress of Dietetics, 5‐8 September 2012, Sydney Convention & Exhibition Centre, Sydney, Australia. Volume 69, Issue s1 Pages: 1-172 September 2012 DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 33
DAA partnered with Network 10 Australia’s Healthy Weight Week
2008 - 2017 January 2008 • CSA ran 245 times from 13-27th Jan 2008 on Network Ten • CSA airtime value $230,000 • Awareness of APDs 33% in Oct 2007, ↑to 49% in Feb 2008 • Awareness of DAA 45% to 52% • 22% Australians reported seeing CSA • 33 media stories, circulation >1.2 mil • 26% ↑ in DAA website visits DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 34
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#NourishNotNeglect
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OUTLINE 1. Why work with the media 2. DAA and the media 3. My media impact 4. Rules of media engagement 5. Where to maximise future impact
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My Media ▪ 1989 - DAA Media workshop ▪ 1990 - Newcastle Herald columns ▪ 1994 - Newcastle Radio and TV ▪ 1999 - DAA media spokesperson ▪ 2004 - Co-writing books ▪ 2005 - Consultant to TV production ▪ 2007 - Australia’s Healthy Weight Week ▪ 2012 - The Conversation ▪ 2012 - Launched Healthy Eating Quiz ▪ 2016 - Triple J radio – Dr Karl ▪ 2018 - ABC Catalyst presenter DAA National Conference 2019 | Prof Clare Collins | ▪ 2019 - ABC Ask@ProfCCollins the Doctor 38
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How healthy is your diet? Take the free assessment of your diet quality
Compare your score within the family www.healthyeatingquiz.c om.au
1. Wirt A, Collins CE. Diet Quality- What is it and does it matter? Public Health Nutrition 2009:12(12);2473-92 2. Burrows TL, et al. Validity of the Australian Recommended Food Score as a diet quality index for Preschoolers. Nutrition Journal 2014, 13:87. 3. Marshall S, et al. The development and evaluation of the Australian Child and Adolescent Recommended Food Score: a cross-sectional study. Nutr J. 2012 Nov 19; 11(1):96. 4. Collins CE, et al. The comparative validity and reproducibility of a diet quality index for adults: the Australian Recommended Food Score. Nutrients 2015, 7(2), 785-798. 5. Collins CE, et al. Diet Quality Is Associated With Higher Nutrient Intake And Self-Rated Health In Mid-Aged Women. J Am Col Nutrition, 2008 Feb;27(1):146-57. 6. O’Brien K, et un, Collins CE. Participants in an online weight loss program can improve diet quality during weight loss: a randomized controlled trial. Nutrition Journal 2014, 13:82. 7. Baker A, et un, Collins CE, et un. Better Health Choices’ by telephone: a feasibility trial of improving diet and physical activity in people diagnosed with psychotic disorders. Psychiatry Research 2014: 220, 63-70. 8. Williams RL, Rollo ME, Schumacher T, Collins CE. Diet quality scores of Australian adults who have completed the Healthy Eating Quiz NUTRIENTS 2017, 9(8), 880 DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 41
www.healthyeatingquiz.com.au
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https://nomoneynotime.com.au/
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OUTLINE 1. Why work with the media 2. DAA and the media 3. My media impact 4. Rules of media engagement 5. Where to maximise future impact
DAA National Conference 2019 | Prof Clare Collins | From shutterstock.com @ProfCCollins 48
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#DietitiansDoMedia
✓ Know the evidence ✓ Media training ✓ Volunteer ✓ Get to the POINT
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Get to the POINT© • Prepare 4-5 main points for an audience • Order points to tell a story (who what why when where) • Information and a Number of examples for each point • Take them back to the big picture
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Get to the POINT© P In 2015 total revenue from vitamin and diet supplements was $2.77 billion 1. For 8.1 million Aussies using complementary medicines regularly that could pay for 3 O-IN visits each to an APD to get personalised support (that’s about 27 million visits) 2. Or if the money was spent vegetables @ $4/kilo that would be $92 million kilograms , or 923 million serves 3. If we could convince supplement users to swap complimentary medicine $ for vegetables that would buying an extra 22 serves per week T We need to make it as easy to access an APD as it to grab a bottle of supplements. We are calling on government to expand opportunities to see APDs under Medicare
1. Australia’s Complementary Medicines Industry Snapshot 2018. Complementary Medicines Australia (2018) DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 51
22 serves vegetables
www.instagram.com/breadandbutterphoto 52
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BORING… • Australia incurs annual health costs of $50 billion due to diet and weight related poor health
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PP Australia’s health costs due to poor diet and weight is $50 billion a year O-IN OThat's $2225 per person per year; around $6 a day O-IN • Government spends ~$2 billion on all types of O-IN prevention
• That’s $89 per person per O-IN year, or just 24 cents a day
• 8 times more spent on health T costs compared to prevention
Colagiuri, S, Lee, C.M.Y., Colagiuri, R., Magliano, D., Shaw J.E., Zimmet, P.Z. & Caterson, I.D. (2010). The cost of overweight and obesity in Australia. The Medical Journal of Australia. 192(5), 260-264 T We are calling on Govt to Jackson H, Shiell A. (2017) Preventive health: How much does Australia spend and is it enough? Canberra: Foundation for Alcohol Research and Education. fund an APD program so DAA National Conference 2019 | Prof Clare Collins | vulnerable Australians get @ProfCCollins 54
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OUTLINE 1. Why work with the media 2. DAA and the media 3. My media impact 4. Rules of media engagement 5. Where to maximise future impact
From shutterstock.com DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 55
APDs… TIME TO FEED OUR ‘GOOD’
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https://upload.wikimedia.org/wikipedia/commons/c/cb/Parliament_House_Canberra_%28281004929%29.jpg
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https://i.dailymail.co.uk/i/pix/2007/ 08_03/036LilyLeatham_228x330.jpg
https://www.australianageingagenda.com.au/2019/07/18/malnutrition- screening-lacking-in-aged-care/ https://www.nursinghomelawcenter.org/photos/indian apolis-indiana-nursing-home-abuse-lawyers.jpg
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https://i.dailymail.co.uk/i/pix/2007/ 08_03/036LilyLeatham_228x330.jpg
https://www.australianageingagenda.com.au/2019/07/18/malnutrition- screening-lacking-in-aged-care/ https://www.nursinghomelawcenter.org/photos/indian apolis-indiana-nursing-home-abuse-lawyers.jpg
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Pintrest https://www.pinterest.com.au/pin/462744930432852737 https://www.pinterest.com.au/pin/531354456005686906/ https://www.plainpicture.com/en/images/1802616 DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 61
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And that, my friends, is how baby carrots are made…
https://www.pinterest.com.au/pin/131519251591311304/ Pinterest.com DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 64
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Take home messages
Make your own individual IMPACT
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You can make your own IMPACT Use social media for work and projects Facebook II Instagram II Twitter Volunteer talks to health professional or community groups Write for the public Approach your local radio station Tell people you are an APD Support your colleagues Support DAA (aka us) Follow and retweet/like – especially the calls to DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins action 66
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One final POINT ©
P YOU can make an impact in nutrition media O-IN Take out your mobile phone Open twitter (or Facebook or Instagram) Search on #DAA2019 Find a tweet and like or retweet
T When 7000 APDs align on #Nutrition twitter we can ‘trend’ key issue and create IMPACT
DAA National Conference 2019 | Prof Clare Collins | From shutterstock.com @ProfCCollins 67
DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 68
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