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The American Dietetic Association (ADA) and the ConAgra Foundation are dedicated to educating consumers on how to prevent foodborne illness in the home. Leveraging the power of the ADA spokesperson network, home food safety messages have successfully reached consumers, dietitians, culinary professionals, political influencers and media.
SITUATION ANALYSIS
During the past several years, the national media placed the spotlight on what seemed like an alarming number of foodborne outbreaks. For the first time, foodborne illness topped the list of nutritional topics discussed in the media -- surpassing even fat -- according to a 1998 International Food Information Council report. Although the U.S. has the world’s safest food supply, negative media coverage weakened consumer confidence about the nation’s food.
Missing from media reports was crucial information about the role consumers play in keeping food safe at home. The home is one of the most common places for foodborne illness to occur, with reported in-home cases rising by 25 percent from 1990 to 1995, according to a 1998 Federal Drug Administration report.
ConAgra Foods, Inc. (ConAgra), one of the largest food companies in the world, recognized a need for consumer education about proper food handling at home. Although there were several established food safety initiatives, none was directed solely toward consumers. A wealth of research pointed to a lack of basic, yet important, information about HOME food safety.
A food leader, ConAgra, through its foundation, wanted to develop an impactful food safety campaign that would speak directly to consumers. The challenge was to communicate consumers’ critical role in the food safety solution -- without placing blame or deflecting corporate responsibility. ConAgra identified the American Dietetic Association (ADA) as an organization with unparalleled consumer confidence and an outstanding spokesperson network. ADA’s power to effectively deliver messages to consumers, coupled with ConAgra’s food safety record, gave both organizations reason to join in commitment. Together, they partnered to educate consumers about proper home food safety behavior through a multi-year national public awareness campaign, Home Food Safety…It’s in Your Hands. AUDIENCE The program targets women, ages 24-44 years of age. Research shows that this audience is the main meal preparer in the home. RESEARCH Research has been, and continues to be, a critical program component. Preliminary research suggested: Focus groups tested food safety themes and identified the most effective ways to reach consumers with key messages: A quantitative survey gauged consumer knowledge versus practice, and was a vehicle to driving media coverage. Conclusions: A benchmark survey was conducted in 1999 to monitor behavioral change over time. Yankelovich Partners was commissioned so that the information would be credible within the food safety industry. The research will be repeated at the end of the program. Conclusions: PLANNING Objectives Strategy Key Messages ADA and ConAgra want to raise consumer awareness that home food safety is a serious problem and provide easy solutions so that people can handle food safely in their own kitchens. “Home Food Safety…It’s in Your Hands” is about four simple food safety tips that can significantly reduce the threat of foodborne illness: 1)Wash hands often; 2) Keep raw meats and ready-to-eat foods separate; 3) Cook to proper temperatures; 4) Refrigerate promptly below 40° F. EXECUTION Used a logo that visually enticed (did not threaten) main meal preparers, featuring a cutting board as the icon for “home kitchen” and food preparation. Reinforced four key food safety tips through educational materials, including: brochure, bookmarks, consumer giveaway items (i.e., cutting boards, meat thermometers), Web site and the world’s largest meat thermometer. Supported government-sponsored programs such as USDA’s Thermy Campaign, by distributing its materials at a consumer festival. Media trained the ADA spokesperson network, arming them with media kits that featured: props to complement key messages (i.e., soap, cutting boards, thermometers); signage; an apron to wear on camera; press materials; and tips for media interviews. Leveraged expert panel for strategic counsel and program development by: 1) studying Dr. Alan Levy’s (Chief Consumer Studies Branch of the Food and Drug Administration) consumer behavior research to understand trends; 2) creating a public service announcement with celebrity chef Graham Kerr; and 3) representing ADA/ConAgra at various industry events (e.g., Healthy People 2010). Conducted aggressive media relations during the summer, when food safety concerns are highest among consumers and foodborne illness is at a peak; kicked off Memorial Day weekend with an online summer food safety contest. Showcased the program using the ADA Hispanic spokesperson at Miami’s Calle Ocho, one of the largest Hispanic food festivals in the world; conducted a media tour with the ADA African-American spokesperson during the National Barbecue Battle in Washington, D.C. Conveyed survey findings to registered dietitians, public health professionals, media and consumers to emphasize the importance of changing consumer behavior. EVALUATION
