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Fighting Junk Food Marketing to Kids: a toolkit for advocates

Fighting Junk Food Marketing to Kids: a toolkit for advocates

Berkeley Media Studies Group

Contents
1 Introduction Why we developed this toolkit, how you can use it 2 Food and Beverage Marketing: Targeting our kids Unhealthy foods are hurting our kids Kids’ purchasing power Food ads target kids Most food ads are for unhealthy foods Ethnic target marketing: it’s worse for communities of color 3 Marketing: More than just advertising Product Place Promotion Price 4 Solutions: What can local communities do? Product Place Promotion Price

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Discussion Guide, Activities, and Worksheets Video Discussion Guide Including questions on the problem and possible solutions, for advocates, parents and youth Activities Brainstorming Mapping Framing Strategizing Worksheets Talking about food and beverage marketing that targets kids Developing strategy worksheet Sample letter to a merchant Sample letter to an after-school program

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Talking Points and Q&A Resources

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Fighting Junk Food Marketing to Kids | bmsg.org

1 Introduction

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Introduction Why we developed this toolkit, how you can use it

1 Introduction

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Introduction
Imagine, if you will, a big pile of money. Let’s call it a million dollars. It’s all yours to spend, any way you want. What would you buy? Didn’t take long to spend that money, did it? Well, lucky for you, an hour later you get another million to spend. Now what would you do with that money? How about if you got another million dollars an hour later — and kept it up around the clock, all year long? Well, now imagine that deluge of money aimed right at our kids — spent convincing them to eat and drink MORE MORE MORE of the foods and beverages that are least healthy for them. That’s how much money the food and beverage industry in the U.S. spends to reach our children with their messages: one million dollars an hour, every hour of every day, targeted at children and youth. It adds up to $10 to $12 billion dollars a year spent on youth marketing alone.

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Fighting Junk Food Marketing to Kids | bmsg.org

It’s natural to feel overwhelmed by this amount of marketing — but in fact, there are many things that local groups can do, in their own communities, to limit marketing and counter its effect. We developed this toolkit to help community advocates understand how food marketing affects kids’ health and what they can do about it at the local level. This toolkit is designed to be used in conjunction with our video, Fighting Junk Food Marketing to Kids, which illustrates community-based actions to address marketing. We hope you will use this notebook and the video as community organizing tools to stimulate local advocacy for policies that limit the impact of food and beverage marketing to kids. The activities and discussion guides included here will help you use the toolkit to discuss marketing and what your community can do about it in many settings: At community meetings With school leadership With youth At neighborhood house parties At coalition meetings With merchants, after-school program directors, and others who have the power to limit some kinds of marketing Why talk about policy when the problem of healthy eating and active living is ultimately an individual struggle? We believe that while individual choices about health are important, the environment is critical in shaping those choices. Behavior happens in a context. For example, we might be able to educate everyone about the value of eating fruits and vegetables daily, but if there’s no place to buy reasonably priced fresh produce, then no one has the opportunity to eat it, no matter how motivated or educated they are. Our commitment is to support advocates in shaping their environment, to make their local community a place where the healthy choice is — on all levels — the easiest choice to make.

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Fighting Junk Food Marketing to Kids | bmsg.org...
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