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Feb 26, 2023 527 likes •793 views

I AF Ps E uro pe a n Sympo sium o n F o o d Sa fe ty Ma y 2016 Athe ns Gre e c e F o o d Sa fe ty: A Pro fe ssio na ls Guide to E ffe c tive F o o d Risk Co mmunic a tio n T o ny F lo o d Sr. Dire c to r F o o d Sa fe ty

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SLIDE 1

I AF Ps E uro pe a n Sympo sium o n F

  • o d Sa fe ty – Ma y 2016 – Athe ns Gre e c e

F

  • o d Sa fe ty: A Pro fe ssio na ls

Guide to E ffe c tive F

  • o d Risk

Co mmunic a tio n

T

  • ny F

lo o d

  • Sr. Dire c to r F
  • o d Sa fe ty & De fe nse

I nte rna tio na l F

  • o d I

nfo rma tio n Co unc il (I F I C) F

  • unda tio n

Wa shing to n, DC USA www.fo o dinsig ht.o rg

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SLIDE 2

I AF Ps E uro pe a n Sympo sium o n F

  • o d Sa fe ty – Ma y 2016 – Athe ns Gre e c e

I F I C a nd the I F I C F

  • unda tio n

 Missio n: T

  • e ffe c tive ly c o mmunic a te sc ie nc e -b a se d info rma tio n a b o ut

fo o d sa fe ty a nd nutritio n to he a lth pro fe ssio na ls, g o ve rnme nt o ffic ia ls, e duc a to rs, jo urna lists, a nd c o nsume rs . . . fo r the pub lic g o o d.

 F

  • o d a nd b e ve ra g e industry suppo rt

 Go ve rnme nt a nd a c a de mic ne two rk

www.fo o dinsig ht.o rg

@F

  • odInsight
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SLIDE 3

I AF Ps E uro pe a n Sympo sium o n F

  • o d Sa fe ty – Ma y 2016 – Athe ns Gre e c e

I F I C a nd the I F I C F

  • unda tio n

 Our pro duc ts

 Co nsume r re se a rc h  E

xte nsive pa rtne rships

 Co nsume r re so urc e s  90,000 F

ACT S sc ie nc e a dvo c a te fo llo we rs @ F ACT SF

  • llo we rs
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SLIDE 4

I AF Ps E uro pe a n Sympo sium o n F

  • o d Sa fe ty – Ma y 2016 – Athe ns Gre e c e

Why E ffe c tive F

  • o d Risk

Co mmunic a tio n . . .

 Why e ffe c tive fo o d risk c o mmunic a tio n? Why no w?  Ho w a nd whe n sho uld it b e use d?  Wha t a re the pra c tic a l ste ps YOU c a n

inc o rpo ra te to impro ve pub lic unde rsta nding ?

“FDA Proposes a Limit on Arsenic and Rice”

“National recall for frozen vegetables, fruit from Wash. company”

“Processed meat causes cancer, says WHO”

@F

  • odInsight
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SLIDE 5

I AF Ps E uro pe a n Sympo sium o n F

  • o d Sa fe ty – Ma y 2016 – Athe ns Gre e c e

2016 I F I C F

  • unda tio n F
  • o d & He a lth

Surve y . . .

 Co nsume rs trust

 He a lth pro fe ssio na ls  Go ve rnme nt a g e nc ie s

 So urc e s o f info rma tio n

 He a lth we b site s  Ne ws c ha nne ls  Go ve rnme nt a g e nc ie s  F

a mily a nd frie nds

20% 52%

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SLIDE 6

I AF Ps E uro pe a n Sympo sium o n F

  • o d Sa fe ty – Ma y 2016 – Athe ns Gre e c e

Why E ffe c tive F

  • o d Risk

Co mmunic a tio n . . .

 T

he Sc ie nc e Co mmunic a tio ns g a p is c lo sing . . . slo wly b ut sure ly

 But . . . pub lic pe rc e ptio ns a b o ut

fo o d sa fe ty is ra pidly c ha ng ing

29% 12% 14% 15% 11% 8% 7% 5% 57% 50% 48% 45% 36% 24% 24% 15% 1%

F

  • o db o rne illne ss fro m b a c te ria

(E .c o li, Sa lmo ne lla , L iste ria , e tc .) Che mic a ls in fo o d (a rse nic , me rc ury, BPA) Pe stic id e s/ pe stic id e re sidue s Ca rc ino g e ns o r c a nc e r-c a using c he mic a ls in fo o d F

  • o d a dd itive s a nd ing re die nts

(c a ffe ine , MSG, fla vo rs, c o lo rs,… Bio te c hno lo g y/ "GMO"s Anima l a ntib io tic s T he pre se nc e o f a lle rg e ns in fo o d (pe a nuts, tre e nuts, so y, whe a t,… Othe r

Ra nke d # 1

So urc e : 2016 IF I C F

  • unda tio n F
  • o d & He a lth Surve y

www.fo o dinsig ht.o rg

57% 50% 48%

F

  • o db o rne illne ss

Che mic a ls in fo o d Pe stic ide s / re sidue s

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SLIDE 7

I AF Ps E uro pe a n Sympo sium o n F

  • o d Sa fe ty – Ma y 2016 – Athe ns Gre e c e

Ho w Ame ric a ns de fine a “he a lthy e a ting style ”

 Ho w do yo u de fine a he a lthy

e a ting style ?

23% 11% 17% 11% 5% 8% 9% 5% 4% 51% 41% 37% 36% 26% 25% 23% 17% 17% 16% 4%

T he rig ht mix o f diffe re nt fo o ds L imite d o r no a rtific ia l ing re die nts o r… Na tura l fo o ds Ca n e a sily b e inc o rpo ra te d into my da ily… F le xib le a nd e a sy to ma inta in o ve r time Org a nic fo o ds E a ting o nly fo o ds I de fine a s he a lthy Ca n inc lude hig he r c a lo rie tre a ts in… E ve rything yo u e a t o ve r a lo ng pe rio d o f… No n-"GMO" fo o ds No ne o f the a b o ve

Ra nke d # 1 Ra nke d # 1-3

So urc e : 2016 IF I C F

  • unda tio n F
  • o d & He a lth Surve y

www.fo o dinsig ht.o rg

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SLIDE 8

I AF Ps E uro pe a n Sympo sium o n F

  • o d Sa fe ty – Ma y 2016 – Athe ns Gre e c e

T

  • da y’ s Cha lle ng e . . .

Ho w to impro ve pub lic unde rstanding

 Building a pra c tic a l

Co mmunic a tio n Re spo nse F ra me wo rk

 Asse ss the situa tio n  I

de ntify spe c ific g o a ls a nd

  • b je c tive s

 Unde rsta nd the ta rg e t

a udie nc e (s)

 De ve lo p ke y me ssa g e s / e ng a g e

stra te g ic pa rtne rs a nd influe nc e rs

 E

mplo y ta c tic s a nd a c tio ns

So urc e : www.fo o dinsig ht.o rg

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SLIDE 9

I AF Ps E uro pe a n Sympo sium o n F

  • o d Sa fe ty – Ma y 2016 – Athe ns Gre e c e

Co mmunic a tio n Re spo nse F ra me wo rk

 Asse ss the situa tio n a nd g a the r

info rma tio n

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SLIDE 10

I AF Ps E uro pe a n Sympo sium o n F

  • o d Sa fe ty – Ma y 2016 – Athe ns Gre e c e

Co mmunic a tio n Re spo nse F ra me wo rk

 I

de ntify g o a ls a nd o b je c tive s re le va nt to the issue

 1 – 3 is suffic ie nt  Co mmunic a tio n g o a ls vs. no n-c o mmunic a tio n g o a ls

 Unde rsta nd a nd a sse ss the ta rg e t a udie nc e (s)

 Cha ra c te ristic s, c o nc e rns, ne e ds; a udie nc e spe c ific re se a rc h  Na rro w vs b ro a d a udie nc e

 Afric a n Ame ric a n ma le s o ve r 65 ye a rs o f a g e vs pre g na nt wo me n vs the

g e ne ra l pub lic

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SLIDE 11

I AF Ps E uro pe a n Sympo sium o n F

  • o d Sa fe ty – Ma y 2016 – Athe ns Gre e c e

Co mmunic a tio n Re spo nse F ra me wo rk

 De ve lo p yo ur ke y me ssa g e s

 Wha t ha ppe ne d; wha t’ s b e ing do ne a b o ut it?  Wha t do e s it me a n; wha t is the risk?  Who ’ s a ffe c te d; wha t sho uld I

do

 Whe re c a n I

g e t mo re info rma tio n

 E

mplo y stra te g ic ta c tic s a nd a c tio ns

 Ne ws me dia  So c ia l ne two rks  Pa rtne r a nd influe nc e r ne two rks

@F

  • odInsight
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SLIDE 12

I AF Ps E uro pe a n Sympo sium o n F

  • o d Sa fe ty – Ma y 2016 – Athe ns Gre e c e

“F

  • o d Sa fe ty: A Co mmunic a to r’ s

Guide to I mpro ving Unde rsta nding ”

 T

he c o mmunic a tio n re spo nse fra me wo rk a nd pro c e ss

 F

ra me wo rk e le me nts

 Wo rkshe e ts a nd fic tio na l

e xa mple s fo r e ffe c tive fo o d risk c o mmunic a tio n

 Co nta c t lists  Me ssa g e ma ps  Re so urc e s a nd fa c t she e ts

 Ava ila b le in E

ng lish

 T

ra nsla tio ns fo rthc o ming

So urc e : www.fo o dinsig ht.o rg

PDF available at: www.foodinsight.or g

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SLIDE 13

I AF Ps E uro pe a n Sympo sium o n F

  • o d Sa fe ty – Ma y 2016 – Athe ns Gre e c e

Ca se Studie s o f E ffe c tive F

  • o d Risk Co mmunic a tio n

I ARC E va lua tio n o f Re d a nd Pro c e sse d Me a t F DA Asse ssme nt o f Arse nic in Ric e F

  • o ds
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SLIDE 14

I AF Ps E uro pe a n Sympo sium o n F

  • o d Sa fe ty – Ma y 2016 – Athe ns Gre e c e

I ARC E va lua tio n o f Re d a nd Pro c e sse d Me a t, Oc to b e r 2015

 Suc c e ssfully a sse sse d the situa tio n  E

ng a g e d pa rtne rs, e xpe rts a nd ke y influe nc e rs

 Ca nc e r re se a rc h  F

  • o d sa fe ty, he a lth, nutritio n

 Pro a c tive a nd re a c tive

c o mmunic a tio n stra te g ie s

 Wa g e d suc c e ssful tr

aditional me dia c a mpa ig n

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SLIDE 15

I AF Ps E uro pe a n Sympo sium o n F

  • o d Sa fe ty – Ma y 2016 – Athe ns Gre e c e

I ARC E va lua tio n o f Re d a nd Pro c e sse d Me a t, Oc to b e r 2015

 T

ra ditio na l me dia impre ssio ns in le ss tha n 24 hour

s

96 Millio n

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SLIDE 16

I AF Ps E uro pe a n Sympo sium o n F

  • o d Sa fe ty – Ma y 2016 – Athe ns Gre e c e

I ARC E va lua tio n o f Re d a nd Pro c e sse d Me a t, Oc to b e r 2015

“We ha ve se e n no sig nific a nt de c re a se s in c o nsumptio n o f ho t do g s a nd b a c o n.”

“Ho ld o n. L e t me sto p rig ht he re . E a ting b a c o n is no t a s b a d a s smo king whe n it c o me s to c a nc e r. Just no . “I f yo u’ re g o ing to a vo id e ve rything tha t ha s a ny c o rre la tio n with c a nc e r wha tso e ve r — do n’ t wa lk o utside , do n’ t wa lk do wn the stre e ts in Sydne y, the re ’ s g o ing to b e ve ry little in life tha t yo u do in the e nd.” AF P Ne ws

“T he se da ys e ve rything c a n c a use c a nc e r. Bre a thing the a ir c a n c a use c a nc e r to so me pe o ple . I will c o ntinue to sho p fo r fo o d just like I a lwa ys ha ve . I do n’ t wa nt to b e living in fe a r a b o ut wha t I put in my b o dy

“Brig e tte M” (fe ma le 35 – 49)

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SLIDE 17

I AF Ps E uro pe a n Sympo sium o n F

  • o d Sa fe ty – Ma y 2016 – Athe ns Gre e c e

F DA Asse ssme nt: Arse nic in Ric e F

  • o ds,

April 2016

 Suc c e ssfully a sse sse d the situa tio n  E

ng a g e d pa rtne rs, e xpe rts a nd ke y influe nc e rs

 He a lth pro fe ssio na ls  F

  • o d sa fe ty, he a lth, nutritio n,

to xic o lo g y

 Re g ula to ry pa rtne rs  Mo the rs, c a re g ive rs

 Pro a c tive a nd re a c tive

c o mmunic a tio n stra te g ie s

 Wa g e d suc c e ssful soc ia l me dia

c a mpa ig n (po d c a st; T witte r, F B)

@F

  • odInsight
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SLIDE 18

I AF Ps E uro pe a n Sympo sium o n F

  • o d Sa fe ty – Ma y 2016 – Athe ns Gre e c e

F DA Asse ssme nt: Arse nic in Ric e F

  • o ds,

April 2016

 Ove r 200,000 Soc ial Me dia

impre ssio ns a nd c o unting . . .

“F ac e book today se nt me a me ssage about how the y e njoye d and appr e c iate d the podc ast. So the me ssage se e ms to be ge tting out the r e ”

@F

  • odInsight
slide-19
SLIDE 19

I AF Ps E uro pe a n Sympo sium o n F

  • o d Sa fe ty – Ma y 2016 – Athe ns Gre e c e

A F ina l Wo rd o n So c ia l Me dia : Ove rwhe lming b ut . . .

slide-20
SLIDE 20

I AF Ps E uro pe a n Sympo sium o n F

  • o d Sa fe ty – Ma y 2016 – Athe ns Gre e c e

A Ne c e ssa ry T

  • o l to I

mpro ve Pub lic Unde rsta nding

 Numb e r o f so c ia l

ne two rk use rs wo rldwide fro m 2016 – 2019

 I

n Billio ns

 So urc e : Sta tisc a , 2016

So urc e : Sta tisc a 2016 *ye a rs e nd pro je c tio ns b y Sta tisc a

2016: 2.22B* 2019: 2.72B*

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SLIDE 21

I AF Ps E uro pe a n Sympo sium o n F

  • o d Sa fe ty – Ma y 2016 – Athe ns Gre e c e

Pra c tic a l T a c tic s to I nflue nc e a nd I nfo rm via So c ia l Me dia

 Build upo n c urre nt c o nte nt  Pro mo te b e fo re , during a nd a fte r

e ve nt – b e q uic k to po st a s issue s ra pidly e vo lve

 Po st o fte n (3 – 4 time s/ da y) o n T

witte r

 E

mplo y se a rc h a dve rtising me tho ds

 T

a rg e t tho se who se a rc h “b ra nde d” pro duc ts; tho se who po st a nd disc uss spe c ific issue s

 Bring the c o nve rsa tio n to the

c o nsume r; site s tha t a re sha ring info a nd e ng a g e d with c o mme nte rs

@F

  • odInsight
slide-22
SLIDE 22

I AF Ps E uro pe a n Sympo sium o n F

  • o d Sa fe ty – Ma y 2016 – Athe ns Gre e c e

Ac tion Ite ms fo r E

ffe c tive F

  • o d Risk

Co mmunic a tio n

 I

de ntify to o ls a nd re so urc e s to c re a te o r e nha nc e yo ur c o mmunic a tio ns fra me wo rk

 De ve lo p a c o mmunic a tio ns

fra me wo rk to inc lude :

 Asse ssme nt  E

ng a g e me nt

 Co mmunic a tio n

 E

nha nc e yo ur pre se nc e a nd influe nc e in so c ia l me dia

@F

  • odInsight
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SLIDE 23

I AF Ps E uro pe a n Sympo sium o n F

  • o d Sa fe ty – Ma y 2016 – Athe ns Gre e c e

“F

  • o d Sa fe ty: A Co mmunic a to r’ s

Guide to I mpro ving Unde rsta nding ”

Ac kno wle dg e me nts

 K

a mi Guide n, I F I C

 L

iz Sa nde rs, MPH, RDN, I F I C

 E

ric Mitte ntha l, NAMI

 USDA F

AS E MP

 I

nte rna tio na l Asso c ia tio n fo r F

  • o d

Pro te c tio n (I AF P)

Re fe re nc e s

IF I C F

  • unda tio n. Risk Co mmunic a to r T

ra ining fo r F

  • o d

De fe nse Pre pa re dne ss, Re spo nse & Re c o ve ry. http:/ / www.fo o dinsig ht.o rg / Risk_Co mmunic a to r_T ra inin g _fo r_F

  • o d_De fe nse _Pre pa re dne ss_Re spo nse _Re c o ve ry

Inte rna tio na l Ce nte r o f E xc e lle nc e in F

  • o d Risk

Co mmunic a tio n. http:/ / www.fo o driskc o mmunic a tio ns.o rg

Wo rld He a lth Org a niza tio n. F ive K e ys to Sa fe r F

  • o d:

http:/ / www.who .int/ fo o dsa fe ty/ a re a s_wo rk/ fo o dhyg ie n e / 5ke ys/ e n/

Na tio na l Ce nte r fo r F

  • o d Pro te c tio n a nd De fe nse . Be st

Pra c tic e s fo r E ffe c tive Risk Co mmunic a tio n: http:/ / www.nc fpd.umn.e du/ Nc fpd/ a sse ts/ F ile / pdf/ NCF PDRiskCo mmBe stPra c tic e s.pdf.

Wilc o x, De nnis L . a nd Gle n T . Ca me ro n. Pub lic Re la tio ns: Stra te g ie s a nd T a c tic s 8th E ditio n. 2006. Pa g e s159-161.

Sta tista . “L e a ding so c ia l ne two rks wo rldwide a s o f Aug ust 2015 ra nke d b y numb e r o f a c tive use rs (in millio ns)” Ac c e sse d o n Aug ust 18, 2015. http:/ / www.sta tista .c o m/ sta tistic s/ 272014/ g lo b a l- so c ia lne two rks-ra nke d-b y-numb e r-o fuse rs/

Na tio na l Ce nte r fo r F

  • o d Pro te c tio n a nd De fe nse . Be st

Pra c tic e s fo r E ffe c tive Risk Co mmunic a tio n: http:/ / www.nc fpd.umn.e du/ Nc fpd/ a sse ts/ F ile / pdf/ NCF PDRiskCo mmBe stPra c tic e s.pdf

slide-24
SLIDE 24

I AF Ps E uro pe a n Sympo sium o n F

  • o d Sa fe ty – Ma y 2016 – Athe ns Gre e c e

T ha nk Yo u!

flo o d@ ific .o rg www.fo o dinsig ht.o rg @ F

  • o dI

nsig ht

@F

  • odInsight

www.foodinsight.or g

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SLIDE 25

I AF Ps E uro pe a n Sympo sium o n F

  • o d Sa fe ty – Ma y 2016 – Athe ns Gre e c e

www.foodinsight.or g