This presentation presents the concept of the "Curve of Death" - a series of factors that contribute to the failure of major public health initiatives. It places the curve in the context of the Let's Move initiative, a new project designed to eliminate childhood obesity in a generation being pushed by First Lady Michelle Obama. Can we avoid the Curve of Death when it comes to Let's Move? Read the presentation and take action.

1. Understanding & Breaking the
“Curve of Death”
in Public Health Initiatives
Preliminary Thoughts on the
“Let’s Move” Anti-Obesity Project
February 22, 2010
Fard Johnmar

2. Overview
The Curve Feeding
of Death the Curve
Breaking What Can
the Curve YOU Do?
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3. What is the Curve of Death?
The “Curve of Death” refers to the build-up
and eventual loss of momentum and energy
around major public health initiatives.
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4. Visualizing the Curve of Death
(Centralized)
Programs Begin
Launch
Public
Attention Budget
Wanders Questioned
Momentum/Energy/Impact
Initiative
De-funded
TIme
4

5. Overview
The Curve Feeding
of Death the Curve
Breaking What Can
the Curve YOU Do?
5

6. Have we Seen the Curve Play Out
in Anti-Obesity Initiatives?
YES: VERB is the most recent example of
how a successful initiative lost impact due to
lack of funding, loss of interest from public
and policymakers.
Learn more about VERB at:
http://pbeye.info/3Bu.
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7. What Feeds the Curve?
“Insiders” have access, present ideas and
implement initiatives. “Outsiders” often
not empowered to contribute or engage.
Ideas, Access, Ideas, Access,
Implementation Implementation
Decision Makers
Barrier Barrier Barrier Barrier
Insiders Insiders Insiders
Ideas Ideas Ideas
Outsiders with Outsiders with Outsiders with Outsiders with Outsiders with Outsiders with Outsiders with Outsiders with
Energy & Ideas Energy & Ideas Energy & Ideas Energy & Ideas Energy & Ideas Energy & Ideas Energy & Ideas Energy & Ideas
Outsiders with Outsiders with Outsiders with Outsiders with Outsiders with Outsiders with Outsiders with Outsiders with
Energy & Ideas Energy & Ideas Energy & Ideas Energy & Ideas Energy & Ideas Energy & Ideas Energy & Ideas Energy & Ideas
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8. What Feeds the Curve?
Insiders receive funding, ask interested
outsiders to help engage. But outsiders
lose interest due to lack of involvement.
$
$
$
$
Funding
Funding Decision Makers
Barrier Barrier Barrier Barrier
Insiders Insiders Insiders
Programs Programs Programs
Interested Interested Outsiders Pay
Outsiders Outsiders Attention to
Effort, Help
Engage Public
Interested 8 Interested
Outsiders Outsiders

9. VERB’s Centralized Approach
Made it Vulnerable
(Centralized)
Programs Begin
Centralized
Efforts Easier
to De-Fund
Launch
Public
Attention Budget
Wanders Questioned
Momentum/Energy/Impact
Initiative
De-funded
TIme
9

10. Overview
The Curve Feeding
of Death the Curve
Breaking What Can
the Curve YOU Do?
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11. How Can We Break the Curve?
Allow BOTH insiders/outsiders to contribute ideas,
access decision makers and implement effort.
Distributed funding is a must.
Ideas, Access,
Ideas, Access,
Implementation
Decision Makers Implementation
$
$
Funding
Insiders Interested Insiders Interested Interested
Outsiders Insiders
Outsiders Outsiders
Insiders Interested Insiders Interested Interested
Outsiders Insiders
Outsiders Outsiders
Outsiders/Insiders
Help Extend,
Effort, Achieve
11 Larger Impact

12. Why is this Needed With Let’s Move?
We need:
• Fresh ideas
• To learn from what’s worked
• To be open to a diverse range of ideas --
even if they seem unworkable -- at first
• To break out of traditional govt. funding
process so that scarce resources go
further and are available faster
• To distribute our efforts so that Let’s
Move is more difficult to kill when
political/funding priorities change
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13. Visualizing the Curve of Life
(Distributed)
Programs Begin
Launch
Budgets
Cut or
Increased
Momentum/Energy/Impact Public
Attention
Sustained
Some
Initiatives
Succeed
TIme
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14. Overview
The Curve Feeding
of Death the Curve
Breaking What Can
the Curve YOU Do?
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15. What Can YOU Do?
Are you engaged in communicating
about health and wellness?
Do you care about childhood obesity?
Do you want Let’s Move to avoid
the curve of death?
Then JOIN us.
We don’t care if you are from the public
or private sector, are a social marketer,
student, digital expert, physician or patient.
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16. What Can YOU Do?
Join us on Living the Path
Contribute to the dialogue
Plan for action
Start now at www.livingthepath.com.
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17. The Path of the Blue Eye Project
Bringing the Global Health Marketing
Communications Community Together for
Collaboration, Knowledge Sharing & Impact
www.pathoftheblueeye.com
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