23/09/2019 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. From shutterstock.com DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 2 1 23/09/2019 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 From shutterstock.com DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 3 From shutterstock.com DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 4 2 23/09/2019 More than meets the eye From shutterstock.com DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 5 More than meets the eye From shutterstock.com DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 6 3 23/09/2019 More than meets the eye From shutterstock.com DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 7 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 4 23/09/2019 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 5 23/09/2019 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 6 23/09/2019 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 7 23/09/2019 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 8 23/09/2019 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 9 23/09/2019 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? From shutterstock.com DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 20 10 23/09/2019 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 DAA National Conference 2019 | Prof Clare Collins | From shutterstock.com @ProfCCollins 21 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 11 23/09/2019 From shutterstock.com DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 23 How are you going to get media ATTENTION!!! attention? From shutterstock.com DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 24 12 23/09/2019 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 13 23/09/2019 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 14 23/09/2019 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 DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 30 15 23/09/2019 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 DAA National Conference 2019 | Prof Clare Collins | @ProfCCollins 31 ✓ 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