Turning the Tables: Winning Support for the Nation's First Statewide Menu Labeling Law

Background: While Californians tried to respond to a growing obesity epidemic by making better dining choices, it was virtually impossible to make common sense decisions about the calorie content of restaurant foods based on the meager information provided. As a sponsor of landmark restaurant menu-labeling legislation (Senate Bill 1420), the California Center for Public Advocacy contracted Brown·Miller Communications to increase public understanding of and support for the nation’s first statewide menu-labeling law. 

Program background: RESEARCH: Evaluation of policymakers' attitudes was conducted, followed by media-content research to determine the pulse of public opinion and where news outlets stood based on former editorial positions. Secondary research was collected to demonstrate the positive health impact of menu labeling, as well as the ineffectiveness of alternatives proposed by the fast food industry. PLANNNG AND MATERIALS:  A strategic communications campaign, aimed at sustaining our argument over a two year period, was developed. Key tools included: a statewide survey and quiz to measure voters’ ability to choose healthy items from a list of choices; a YouTube video to undermine the fast food industry’s argument that existing brochures answered the need for information, and a series of press conferences to release emerging research and findings that pointed to the need for the legislation. OUTREACH: Research became a pivotal tool in educating policymakers and the public about the need for the legislation. Two statewide voter polls were conducted. The first measured public support for legislation and understanding about key issues related to consumer’s right-to-know This study not only informed our messaging, but also helped persuade politicians of the level of public support. The second was a fast food nutrition quiz to test consumers’ knowledge of the nutritional value of common menu items. This was instrumental in proving to legislators, the media and the public the futility of common sense when making food choices. When key journalists around the state were also invited to take the same fast food quiz, it quickly became viral and was shared not only in press rooms, but news article, columns and editorals statewide. In addition to traditional media outreach, the public was encouraged to get involved through social media pieces (an interactive quiz and YouTube video) aimed at moving the public to mock the fast food industry’s arguments by chiming in on blogs, online media comment pages and call-in programs.

Evaluation Methods and Results: The success of the campaign was realized with widespread coverage in all major and targeted media markets, persuading the Legislature to pass landmark menu-labeling legislation, despite agressive industry opposition. 

Conclusions: Having solid research results is not enough when faced with a powerful opponent. The key is using research to create a compelling campaign that proves your argument and captures media attention.

Implications for research and/or practice: To change behavior and policy, research must be translated so that the target audience sees the facts in a simple, provocative, relevant and entertaining form.