Junk Food
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
5
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
6 7
Talking Points and Q&A Resources
4
Fighting Junk Food Marketing to Kids | bmsg.org
1 Introduction
1
Introduction Why we developed this toolkit, how you can use it
1 Introduction
1
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
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
5
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
6 7
Talking Points and Q&A Resources
4
Fighting Junk Food Marketing to Kids | bmsg.org
1 Introduction
1
Introduction Why we developed this toolkit, how you can use it
1 Introduction
1
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
Cited: 26 Philip Kotler, 1950s marketing guru, cited in HBS Week, May 6, 2002