California Turns to Adspend In Battle Against Obesity

Californians have a reputation for healthy lifestyles. But the state says not enough of its residents exercise and eat the recommended five daily servings of fruits and vegetables. While ad efforts so far have not appeared to stem the rise in obesity and inactivity, the cash-strapped state has increased its budget for a campaign urging a healthier diet and more exercise.The California Department of Health Services has launched a review for a three-year, $28 million effort to promote its California Nutrition Network and California 5 a Day campaigns. The previous contract, held by independent Lawrence & Ponder Ideaworks in Newport Beach, Calif., was for $20 million over three years.Lawrence & Ponder's effort, which showed ways to include fruits and vegetables in one's diet in settings such as the workplace and school, was tagged, "It's so easy." Apparently, that's not always the case, as obesity levels have continued to rise, and vegetable consumption remains too low, according to figures from the Centers for Disease Control and Prevention and the state.A 2002 DHS report showed that adults ate only two servings of vegetables a day, with teens and children consuming even less. Only 22 percent of adults exercised 30 minutes a day, according to the report. The CDC reports that in 2002, 15-19 percent of Californians were obese, up from 10 percent a decade earlier.Dietitian Leslie Mikkelsen, coordinator of the Strategic Alliance for Healthy Food and Activity Environments in Oakland, Calif., a nutrition and physical-activity advocacy group, said she supports continuing ads for good eating, even if they are dwarfed by the billions spent by fast-food and snack companies."Eating and inactive behavior are complex, and it's important to have a multifaceted approach," Mikkelsen said. "I don't think advertising alone will work. But advertising has contributed to poor habits, and it's reasonable to think it could contribute to good habits."The DHS claims some success, citing internal reports showing consumer awareness of the 5 a Day campaign rose 20-23 percent from 2002 to 2003 among the target audience of low-income women, children ages 9-11, and Hispanic and African American families, said Rosanne Stephenson, associate health program adviser of the department's Cancer Prevention and Nutrition Section.According to its 170-plus-page RFP, the DHS wants a California-based shop with annual gross billings of at least $5 million and at least three years of relevant experience, including "establishing, implementing and evaluating large-scale, moderate budget, and complex social marketing projects aimed at modifying lifestyle practices of the general public or targeted subgroups."Agencies must submit letters of intent by March 5, and proposals are due by March 19. Presentations will take place from March 31-April 2; a selection is due by April 14.Lawrence & Ponder could not be reached to determine if it will defend.Last week, the state also requested proposals for its Children and Families Commission account, also known as First 5 California, which aims to educate the public about the benefits of early childhood development. That contract has a budget of more than $67 million over the next three years.Omnicom Group's GMMB in Los Angeles is lead agency on the business. Crosstown independents IW Group and Durazo Communications handle Asian-language and Hispanic work, respectively. The shops will participate, said GMMB partner Roy Behr.

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California Turns to Adspend In Battle Against Obesity

Rebecca Flass

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Rebecca Flass