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Prof Fergus Lowe - InsideGov Conference, London 2013
- 1. Professor Fergus Lowe The Behaviour Change Approach to Changing Children’s Eating Habits and Physical Activity
- 2. How do we prevent child obesity? Change children’s eating habits and physical activity
- 3. Scientific Requirements for Interventions • Should make contact with children’s psychology • Should be evidence based/evaluated • Should actually change behaviour - Consume more F&V and less junk food
- 4. Meet the Food Dudes
- 5. The Food Dudes 3Rs • Role Modelling • Rewards • Repeated tasting
- 6. Whole School Programme For Children 4 to 11 years old
- 7. Overview Year 1 Full Force (16 Days) Rest of the Year DVD Episodes Fruit & Veg Rewards Home Chart Fruit & Veg Snack Containers Wallchart Rewards reduced Parental Involvement Year 2 onwards Food Dudes Forever
- 8. 4% 48% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 11 % 43 % 2% 5% 7% 7% NB. Average daily portion weight presented = 83g of fruit or 60g of vegetables %consumed Control SchoolFood Dudes School Before After 4 Months London Schools Poorest Eaters Horne et al. (2004) Increasing children's fruit and vegetable consumption: a peer-modelling and rewards-based intervention. Eur. J. Clin. Nutr. 58, p1649-1660. Before After 4 Months Before After 4 Months Before After 4 Months FRUIT VEG
- 9. Walsall Lunchtime Results 20% 40% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 13% 38% 29% %ofchildrenconsumingfruit,vegandsnacks Before After 3 months FRUIT VEG SNACKS 45% Before After 3 months Before After 3 months
- 10. 49 34 68 63 131 63 0 20 40 60 80 100 120 140 Food Dudes School Control School Grammesprovided 93 42 0 10 20 30 40 50 60 70 80 90 100 Food Dudes School Control School Grammesconsumed Fruit and Vegetable CONSUMPTION (from packed lunches) Fruit and Vegetable PROVISION (in packed lunches) Before After 12 months Horne et al. (2009) Increasing parental provision and children's consumption of lunchbox fruit and vegetables in Ireland: the Food Dudes intervention. Eur. J. Clin. Nutr. 63, p613-618. Ireland Experimental Evaluation
- 12. 0.0 0.5 1.0 1.5 2.0 MEANPIECESCONSUMED(PERCHILD) Food Dudes Intervention Nurseries Control Nurseries Before After 32 Days After 3 Months 0.7 0.7 1.4 1.6 0.7 0.8 * * * p<.001 Results: Vegetables
- 13. 0.0 0.5 1.0 1.5 2.0 MEANPIECESCONSUMED(PERCHILD) Food Dudes Intervention Nurseries Control Nurseries 1.0 1.1 1.6 1.7 1.3 1.3 * * Results: Fruit Before After 32 Days After 3 Months * p<.001
- 14. Take up 600,000 Number of schoolchildren participating in the Programme • Wolverhampton • Coventry • Walsall • Dudley • Solihull • Bedfordshire • Hounslow Scotland • Grampian Wales • Denbighshire Ireland • All primary schools US Projects • Utah • California Italy Projects • Milan • Sicily England Other countriesRest of UK
- 15. Summary Outcomes • Large and long lasting changes in diet • Biggest effects with poorest eaters • Effects generalise from school to home • Displacement of energy-dense nutrient-poor foods • Works on large scale and internationally
- 16. World Heath Organization Best Practice Award for Counteracting Obesity Public Health Excellence Awards, West Midlands Partnerships Society for the Advancement of Behaviour Analysis Scientific Translation Award Awards Chief Medical Officer’s Gold Medal Award Combating Obesity Local Authorities Research + Intelligence Association Best Use of Health Research
- 17. Food Dudes: Full Force, and Forever Choice Architecture of School Catering Curriculum Whole Environment Sustainable Behaviour Change Home Based Family Programme Retail Outlets Restaurants/Fast Food Outlets Food Dudes Physical Activity Programme Oral Care Cooking Skills Gardening Skills
- 18. Contact Us http://www.fooddudes.co.uk c.f.lowe@bangor.ac.uk + 44 7818412893 Thank you
Editor's Notes
- There are 3 main components of this programme. The Food Dudes’ 3 RsRole-Modelling — is established by showing DVD adventures featuring cool superheroes — the Food Dudes in battle with General Junk and his Junk Punks. The Dudes love fruit and veg and they always win. The episodes are designed by psychologists to maximise the Brand Power and influence of the Food Dudes._______________Rewards — such as badges, pens, and toys further motivate the children to begin tasting fuit and veg and further strengthen the brand._______________
- 2 Schools in Brixton, London - 80% non-british attended700 children1 Food Dudes 1 ControlF & V + DVDs and Rewards F & V% consumed@ LUNCHTIME - school canteenRed - fruit Green - vegPOOREST EATERS - those who ate under 20% or less of provided F & VFD School: BASELINE - F & V for 2 weeks INTERVENTION - 16 DAYS DVD & Rewards Follow-up - 4 monthsAbout a third in the Experimental School who ate just 4% of fruit and 11% of veg. But when the intervention was introduced there was a massive increase and at follow-up there was still a 12-fold increase in fruit and a 400% increase in vegetable consumption compared to baseline.The control group data are fascinating because again they show that simply giving fruit and vegetables to these kids has no real impact on their consumption which stays at an appallingly low 5-7%. These results show that simply making fruit and vegetables available to kids without the support of a programme like the Food Dudes, is a waste of resources.
- Lunchtime fruit – 100%Lunchtime vegetables – 192%Snack reduction – 36%
- Irish Experimental Evaluation (packed-lunches only, no school meal system). Food Dudes school got the Programme, the Control School got 16 days of F&V First graph shows grams of F&V provided by parents Second graph shows grams of F&V consumed by children At baseline (before FD) provision is about 60-70g 12 months after FD provision increases to 131g (nearly doubles), but remains the same in the control school Same pattern of results seen for consumption Programme is very effective at not only increasing children’s consumption of F&V but also increasing parental provision of these foods
- Veg: 131% increase
- Veg: 60% increase
- Chinmay add LARIA AWARD