Dietary Guidelines for Americans Program Overview

Background:  Since 1980, the Dietary Guidelines for Americans (DGA) have served as Federal nutrition policy in the US.  By law, every 5 years the Guidelines are reviewed, the current science examined, and the recommendations developed and delivered to communicators, influencers, and consumers in a process that is managed by USDA and HHS.  With each DGA edition, the science evolves and the recommendations become more targeted.  Even so, the core nutrition behaviors recommended for Americans to achieve optimal health remain remarkably consistent:  increase consumption of fruits and vegetables, whole grains, low-fat and non-fat dairy and decreased intake of certain types of fat, added sugars, and sodium.  However, dietary intake data and rates of chronic disease and obesity indicate that consumers are not implementing the recommendations.  It’s time to re-imagine how we can help consumers apply dietary guidance to their lives and focus on communications challenges (e.g., portion size, calories, healthy eating on a budget, and eating well on the run).  This presentation discusses lessons learned in communicating the 2010 DGAs to maximize consumer engagement and adoption of the behaviors. 

Program background:  Based on experience and consumer research, CNPP developed a multi-modal, robust program to communicate the 2010 DGA to inspire consumer action.  The centerpiece is the MyPlate icon, a powerful reminder to make healthful choices from all food groups to build a healthy plate at meal times.  MyPlate is supported by a message calendar to provide consistent messaging in the marketplace to help consumers apply healthful dietary and activity behaviors. The calendar includes timed releases of consumer messages addressing key behaviors in the 2010 DGA theme areas:  foods to increase, foods to reduce, and balancing calories, and showcases a single campaign tag line, “Build a healthy plate” to unify messaging and encourage collaboration of partners in all sectors.  Six-month intervals, each with a call-to-action theme and supporting messages, allow communicators to plan ahead and incorporate the themes and messages into programs, products, materials, and resources. Because they are critical, sample implementation strategies are included in the calendar.  An interactive, online tool called SuperTracker serves as a one-stop-shop for consumers wanting to plan healthy diets and see how their diet and activity stacks up.  Finally, the Nutrition Communicators Network, a partnership program consisting of Community Partners, National Strategic Partners, and MyPlate on Campus Ambassadors, was developed and social media channels were leveraged to get the word out. 

Evaluation Methods and Results:  Ongoing evaluation will be on a continuum based on the stage of the communications program. 

Conclusions:  Success is in the breadth of the communications campaign—employing the experience and networks of community- and nationally-based partners, providing consumers with the how-tos to apply key nutrition behaviors to their lives, and technology to plan and assess individual progress

Implications for research and/or practice:  Provide specific and simple how-tos based on key dietary behaviors Work with partners to meet consumers where they are in the food environment (e.g., grocery stores, schools, doctors’ offices) using various modes, e.g., social media sites, apps Speak with one voice.  The DGTA message calendar enables a unified way to communicate consistently.