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Food Safe Families Campaign
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Food Safe Families Campaign
Introduction
The outbreak of E-coli in Germany is a sharp reminder to everyone on why it is very important to be watchful about food safety. Food poisoning is a critical health threat to people in this nation. CDC approximates that one out of five Americans suffer from food poisoning each year. The consequence is over 127, 000 hospitalized cases and over 2900 deaths (Silliker 606).
USDA’s Food inspection and safety service as a result of partnering with the Centers for Disease Control and Prevention (CDC) and Food and Drug Administration (FDA) developed this campaign with the Ad council. This plan marks the foremost joint national multimedia crusade to assist families avert food poisoning in their homes. The Ad convention is the nonprofit generator of National Public Service Advertising (PSA) campaigns and includes the friends don’t drive while drunk and Smokey bear.
In the entire development process, the U.S. Department of Agriculture (USDA) consulted with an expert panel made up of government officials, industry groups, extension specialists, and educators. All were hand selected for their proficiency in the field of health education, food safety, and interrelated disciplines. The Ad council demanded their insights on topics critical to the campaign development; for instance, best practices, consumer behaviors, message considerations, trends, and barriers to the adoption by consumers of safe handling of food learned from existing programs (Stier 616).
Opportunities That the Government Gives
It is the government’s prerogative to make food as safe as possible before it reaches consumers’ tables. Consequently, knowledge about the risk of food poisoning can never be in vain. Therefore, word has to be taken to the consumers for them to be aware of how they can protect themselves. Part of our obligation as federal agents on food safety is to provide consumers the information they require to be safer (Tisler 125).
Target Audience English and Arabic parents or singles (20-40 years old), who prepare 4+ meals at home per week with at most a 12-year-old child at home.
ObjectivesMobilize awareness amongst families on the risks linked to food poisoning. This will be done through:
Motivating consumers to take action in order to minimize their own food poisoning risks.
Encouraging consumers to integrate safe behaviors of handling foods such as: Chill, clean, Cook and separate.
Another objective of this initiative is to change perceptions of families by raising awareness, and providing information and knowledge on the risks related to food poisoning. This will ensure that:
Consumers are motivated, especially parents, to take particular actions to minimize their risks and keep their families healthy (Tompkin 795).
The project also aims at changing attitudes and behaviors of parents to ensure that families adopt four safe food-handling behaviors in their homes in order to reduce the risk of food poisoning. These are clean, chill, and separate and Cook.
Clean: Clean hands, kitchen surfaces and utensils with water and soap in the course of food preparation
Separate: Separate raw meat from various ready to eat foods and vegetables through employing distinct cutting boards to curtail cross contamination.
Cook: Cook foods to the correct temperature through using a food thermometer .This helps in ensuring it is the right and safe temperature.
Chill: Chill prepared and raw foods quickly if they are not to be immediately consumed after cooking.
To empower consumers so that they can control and maintain good food safe families. The campaign aims at achieving this objective by:
Generating unparalleled national exposure of families to issues of food poisoning and food safety.
Initiating a national dialogue with parents on the frequency of food poisoning while encouraging families’ country wide to acknowledge the significant role they play in minimizing risks.
The PR Tools That will we Used To Reach Each Objective
The campaign will include Spanish and English language web advertising, TV, print, radio, and creativity designed, particularly for in store placement and an incorporated Social Media and PR program.
The campaign team has developed programs to engage and reach consumers in both non-conventional and conventional media. The objective of the campaign team is to reach consumers wherever they may be whether they could be in shopping mauls, watching TV, or on the social media (Weingold 820).
Messages
In every medium, one of the required four steps is highlighted with the passionate call to action to get to know more at Foodsafety.gov.
The new TV spot employs humorous description of over the top safe food handling behaviors. This will persuade parents to safeguard their families from food poisoning, while delivering visible steps to minimize their risk through Chill, Clean, Cook, and Separate.
The new radio spots would pursue a more serious approach and accentuate food poisoning consequences in a relevant manner.
Prominent web banner and print headlines aggravate consumers to question the steps they are taking towards acquiring food safety and help them get more information at Foodsafety.gov. The messages should be framed into messages and sub-messages.
The ads will strike the correct balance between getting the attention of consumers while motivating, entertaining and educating them.
These ads are likely to get people get interested in viewing its contents and that is when the campaign team will hit them with the critical reality of the problem and what they need to do to ensure, not only their safety but also that of their families.
The campaign will then give them explicit and precise steps to take and the reason for doing so.
Tools
A series of Social media/PR online tools will be adopted to engage the entire public and parents in these serious messages. Some of the social media tools that will be used include Blogs, Face book, and Twitter.
Face book
The campaign team will provide a new Face book community network that would be run by Foodsafety.gov. Face book will also offer links to third parties outside the country to increase participation in sharing of ideas. Food safety initiatives would thus be virally advertised through word of mouth as a result of social networking.
The campaign team will also make use of the Foodsafety.gov twitter community website. The twitter site will be used mainly for networking with parents and members of the public on food safety practices. This will be done through instant messages.
Blogs
The campaign team will also make use of the Foodsafety.gov blog community website. The blogs would be very useful as discussion forums. Through these blogs, Foodsafety.gov would be able to provide useful information on food safety to parents and other members of the public.
SummaryMake a table or a chart that links the objectives, the messages and the tools together.
Objectives Messages Tools
Mobilize awareness amongst Families on the risks linked to food poisoning every medium one of the required four steps is highlighted with the clarion call to action to get to know more at Foodsafety.gov. Face book
Change perceptions of families by raising awareness, and providing information and knowledge on the risks related to food poisoning ads will strike the correct balance between getting the attention of consumers while motivating, entertaining and educating them. Twiiter
empower consumers to be in control and have food safe families. Ads are likely to get people get interested in viewing its contents and that is when the campaign team will hit them with the critical reality of the problem and what they need to do to ensure not only their safety but also that of their families Blogs
Works Cited
Silliker, J. “Microbiological Testing and HACCP Programs.” Dairy, Food and Environmental Sanitation, (2010): 606-610. Print
Stier, R.F. “Will HACCP be Carrot or Stick.” Dairy,Food and Environmental Sanitation, (2009): 616 -620. Print
Tisler, J.M. The Food and Drug Administration’s Perspective on HACCP, Food Technology, (2005): 125-127.
Tompkin, R.B. “The Use of HACCP in the Production of Meat and Poultry Products.” Journal of Food Protection, (2007):795-803. Print
Weingold, S.E. Use of Foodborne Disease Data for HACCP Risk Assessment.” Journal of Food Protection, (2006): 820-830.
Food Rules An Eater’s Manual By Michael Pollan
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Food Rules: An Eater’s Manual By Michael Pollan
In his book, Food Rules: An Eater’s Manual, Michael Pollan draws attention to America’s healthcare crisis, especially in relation to the diverse diseases that result from having a poor diet. The author introduces 64 rules related to eating, which he narrows down to three main concepts including; Eat Food, Mostly Plants, Not Too Much (Pollan 1-112). As observable in the three statements, the author explains to his readers to eat, though not too much, and most of all, to eat the foods that are mainly acquired from plants. The rules that Pollan presents in his book are based on traditional and cultural eating habits. His argument regarding his basis, is that the western culture is quickly becoming too concentrated on processed foods, which has in turn, been responsible for the deteriorating health of most people today. In essence, the book provides a guideline for attaining good and responsible eating habits for the individuals who are concerned about their health. (Pollan 1-112).
This paper provides an in-depth analysis of the book, Food Rules: An Eater’s Manual by Michael Pollan. Specifically, the paper provides an analysis of the three statements, “Eat Food”, “Mostly Plants”, and “Not Too Much”, as presented in the novel.
Eat Food
The first statement that the author introduces to his readers is the concept of eating food. By this he means that people should engage in the practice of eating real food as opposed to food that has been processed (Bain 1). Accordingly, this statement has a strong link to Michael’s belief that people in the modern world are more accustomed to eating processed foods, instead of fresh food. He begins by warning his readers not to eat an food that their ancestors would not recognize as food. This builds on his argument regarding processed food whereby the modern day ‘foods’ have undergone too much processing that they can no longer be recognized as being food. Food rule number 22 states, “It’s not food if it arrived through the window of your car” (Pollan 1-112). With this, the author draws attention to the types of foods that individuals should eat and the types that they should not. This statement carries a lot of meaning for the readers, especially those that live in the urban cities. This is because such people rarely have the time to prepare good meals for themselves, and for that reason, end up ordering take out from restaurants. In his novel, the author argues that a meal can only be termed as good food if it has been prepared by the eater form the start to the finish.
Mostly Plants
In food rule number 19, the author states “If it came from a plant, eat it; if it was made in a plant, don’t” (Pollan 1-112). With this statement, the author urges his readers to put plants and other vegetables first in their list of foods to eat. He draws attention to the common practice of “nutritionism” whereby individuals focus more on the nutrients found in food, as opposed to the food on its own (Parker-Pope 1). He explains that by doing this, companies tend to process foods that are rich in particular nutrients, which at most times are not beneficial to the eater, hence leading to various kinds of diseases in the long run. The author recommends the consumption of fruits and vegetables that are fresh from the garden, and he believes that such foods are very nutritious ad they provide the nutritional supplements that individuals require for a healthy life. Though he recommends the consumption of vegetables, the author is also quick to state the benefit of other foods such as meats. He explains that there are some nutrients that foods such as meats provide and plats cannot.
Not Too Much
Another concept or eating habit that the author has introduced in this novel is what he terms as, Not Too Much. Principally, this statement examines the different manners of eating that individuals portray in their daily lives (Bain 1). He highlights a number of eating habits that individuals have today including eating at work, eating in when bored, and eating in excess among other things. The author condemns any person who overeats knowingly or unknowingly and urges such individuals to change their behaviors with regards to the consumption of food. In rule number 46 the author states, “Stop eating before you’re full and try to eat only to 67 to 80 percent capacity” (Pollan 1-112). This rule further explains the author’s views regarding good eating habits where he argues for reduced eating. Observably, this rule is about individuals being mindful of what they eat and how they eat it. As the author explains, most people hold the belief that they should eat until they are full, however, the author explains that this is the first step towards unhealthy eating habits. This is because hunger may sometimes be psychological, an eating to get full will therefore imply eating too much.
Work Cited
Bain, Jennifer. Michael Pollan Offers 64 Rules For Eating Well. The Star, 2 January 2010. Web.
26 January 2012 <<http://www.thestar.com/living/food/article/743865–michael-pollan-offers-64-rules-for-eating-well>>
Parker-Pope, Tara. Michael Pollan Offers 64 Ways To Eat Food. New York Times, 8 January
2010. Web. 26 January, 2012. << http://well.blogs.nytimes.com/2010/01/08/michael-pollan-offers-64-ways-to-eat-food/>>
Pollan, Michael. Food Rules: An Eater’s Manual. New York: Penguin Group USA, 2009. Print.
FOOD PRODUCT DESIGN
Eating healthy and delicious food has always been among the greatest pleasures of mankind. Although healthy foods may not be available for every person, eating even the simplest food has always brought people satisfaction from hunger. It is well known that eating food is not only about tasting different products, but also essential in getting energy to continue living and performing day to day activities. Unfortunately, recently consumption of food has started not only providing people with low amount of energy, but it has become dangerous as well. Food safety is one of the fundamental disciplines of human science in the society today. This is because it addresses potential health dangers that lead to illnesses. Some of the risky routines include poor preparation, handling and storage of food. Consumption of unhealthy, irrelevant or bulky foods often leads to problems and illnesses which consequently affect human life.
Health experts consider fast foods as one of the most dangerous things in the modern world. However, millions of people eat it every day in great amounts. As a consequence, they damage their health incredibly and gain excess weight, which makes the problem more complicated. A researcher named Morgan Spurlock decided to check this theory through an experiment. For a month, he ate in McDonald’s chain of restaurants only. The results of the experiments were predictable. He gained more than 11 kilos of weight, his cholesterol level raised up to 230. Spurlock started having continuous mood swings, sexual dysfunction, and accumulation of fat in the liver. Later it took him more than a year to lose the weight and deal with his health problems (Spurlock, 2004).
One documentary known as Food Inc, highlights the dangers of food. The storyline proves the fact that food has really become source of dangerous elements and substances which, when entering human body, causes significant damage that might lead to death. The author of the movie, Eric Schlosser, demonstrates how the animals and birds are grown on the farm. They are given special food to grow faster. Since they develop twice faster than they used to, farms become enabled to gain higher profits. However, not everyone’s immune system is able to resist the problems of eating such food. An example shown in the movie demonstrates a healthy child eating a burger. The kid was completely healthy and in two weeks he got kidney failure. Since the harm brought by the food was enormous, the child died (Schlosser, 2012).
In reality, it is not difficult to get rid of the habit. There is no use to reject all fast food intakes at once because that might be a stress for the body. However, it would be both healthy and interesting to try different foods from the market. There are numerous opportunities to make consumption of healthy food really interesting. This is by cooking fresh vegetables from the garden.
There can be no doubt that such approach might become a habit and later lead to one avoiding fast food consumptions. What is more important is that following such changes on eating styles, people are likely to feel better. After following it some time they just do not want to come back to usual fast food because their health is improved, they feel more energetic, and they look much better (Winter, 2009).
Namita Nanal a nutritionist states that everyone loves to use mouth watering food that promises to please their taste buds. On the other hand, these people using mouth watering food do not realize the havoc caused by the junk food in the body other than addition of excess weight (Mukherjee, 2012). In the current world, eating junk food is becoming a popular act among people and the food is accessed easily. Decreased immunity, lethargy and obesity are diseases affecting human life therefore leading to depression among them.
The Public health Nutrition journal specifies that person’s eating fried foods like the pizzas, hotdogs and burgers may be at risk of experiencing depression (Mukherjee, 2012). These junk foods have a lot of unhealthy fats, salt and Trans fats that are enormously dangerous to our bodies. The junk foods are pro-inflammatory and cause weight increase, mood swings and depression. In order to reduce mood swings and depression, anti-inflammatory diet was used. For the brain to work properly, one need to consume and take balanced diet and foods that have in excess salt, sugar and additives such as fats.
The hospital food served to the dying and sick patients is completely lacking enzymes, minerals, probiotics, vitamins and other nutrients that are important and promote health status of a patient. The food mostly used in hospitals is mainly loaded with poisonous chemicals and processed highly. This puts a patient at a threat of developing infections and illnesses (Huff, 2012). Some hospitals have started to avoid McDonald’s and begun to purchase clean and local food in serving their patients. On the other hand, other hospitals lack nutritional department and these is affecting the patients.
In conclusion, the majority of food problems are linked with food safety. Current methods used in food production have led to new fangled environmental exposures to endocrine and carcinogens compounds that are disrupting. Our ancestors were living properly and had good health. This is because they did not use food that had chemicals. On the other hand, they implemented good cooking practices and healthy diets that did not expose them to toxic hazards. In addition, the containers used currently in storing foods leach poisonous chemicals like styrene, vinyl chloride and BPA. These chemicals are not good for human health. Some individuals do not want to change their habits, while others are not able to resist tasting fast food again and again.
References
Huff, A. E. (2012). Many U.S. hospitals, including children’s hospitals, continue to serve McDonald’s fast food in their cafeterias. Natural News.com. Retrieved November 10, 2012, from http://www.naturalnews.com/035675_hospitals_mcdonalds_fast_food.html
Mukherjee, M. (2012). Junk food can make you depressed. The Times Of India. Retrieved November 10, 2012, from http://articles.timesofindia.indiatimes.com/2012-08-25/diet/33367698_1_junk-food-public-health-nutrition-mood-swings
Winter, J. (2009). Watch This Doc: Food, Inc. Retrieved November 10, 2012, from http://www.oprah.com/omagazine/The-Food-Inc-Documentary
Schlosser, E. (2012). Fast Food Nation: The Dark Side of the All-American Meal. Boston: Houghton Mifflin Harcourt.
Spurlock, M. (2004). Super size me: a film of epic portions (motion picture). Canada: Kathbur pictures.