National Bone Health Campaign Is Underway

[jikeda]

I was wondering why all of the girls featured in the artwork are thin?  Why 
couldn't there have been more diversity in size and shape....Joanne Ikeda


At 03:44 PM 10/5/01 -0400, you wrote:

>Please pardon the cross-posting.

>

>Due to the September 11th tragedy, the National Bone Health Campaign (NBHC)

>had a soft launch September 13th without a press event. The goal of the

>campaign is to educate and encourage girls ages 9-12 to establish lifelong

>healthy habits to build and maintain strong bones.  The campaign is a

>partnership of the DHHS Office on Women's Health, Centers for Disease

>Control and Prevention, and the National Osteoporosis Foundation.  A summary

>of the campaign is provided below. Campaign materials can be ordered from

>powerfulbones at cdc.gov.

>

>For questions about the campaign please contact Anita Blankenship at

>ABlankenship at cdc.gov or at 770-488-5680.

>----------------------------------------------------------------------------

>-

>National Bone Health Campaign

>Powerful Bones. Powerful Girls.TM

>

>About the National Bone Health Campaign

>

>The National Bone Health Campaign (NBHC), Powerful Bones. Powerful Girls,™

>is a multi-year national campaign to promote optimal bone health in girls

>9-12 years old, and thus reduce their risk of osteoporosis later in life.

>The goal is to educate and encourage girls to establish lifelong healthy

>habits, especially increased calcium consumption and physical activity, to

>build and maintain strong bones.  An umbrella for other bone health

>activities, the campaign involves a strong network of federal, state, and

>community organizations to reach girls where they live and play.

>

>Girls who eat more foods with calcium and participate in weight-bearing

>physical activities develop stronger, denser bones, a concept associated in

>the minds of girls with being powerful inside and out.  Parents and other

>adults close to girls play an important role in encouraging girls to take

>action.  Campaign messages and materials featuring Carla (a spokes-character

>whose name means strong) have been produced to encourage girls and to help

>parents help their daughters.  This integrated marketing and communication

>campaign has the following elements:

>

>*       Paid print and radio advertising for girls and parents.  For the

>first phase of the campaign, advertisements for girls appear in Sports

>Illustrated for Kids, Girl’s Life, All About You and Disney Adventures, as

>well as on Radio Disney.  Parent advertisements appear in Family Circle,

>Ladies’ Home Journal, and Essence, and on Radio Disney.

>

>*       Radio Disney Live World Tour 2001.  The campaign is taking part in

>Radio Disney’s eight-city tour, with opportunities to expose girls to

>campaign messages and materials in a festival-like atmosphere.  The tour is

>scheduled to stop in the following cities during 2001: Chicago, August 25;

>Philadelphia, September 1; New York, September 8; Boston, September 15;

>Dallas, September 22; Atlanta, September 29; San Francisco, October 7; and

>Los Angeles, October 13.

>

>*       Web site for girls [www.cdc.gov/powerfulbones].  This fun and

>engaging site helps girls become more powerful and build powerful bones.

>Girls who visit the site learn easy ways to get more calcium and be more

>active, while applying the information with their own sense of style.

>*

>*       A calendar for girls and parents.  The colorful calendar allows

>girls to track their calcium intake and physical activity, with their

>parents’ input.  The calendar includes physical activity and eating tips,

>snack ideas, and recipes to help girls increase their calcium consumption

>and physical activity levels, as well as stickers to reward their progress.

>

>*       Parent Web content.  The campaign will develop parent-oriented Web

>content for placement on sites that are popular with mothers, fathers, and

>families.

>*

>*       Collaboration with the Girl Scouts of the USA.  The Girl Scouts have

>unparalleled reach into a multitude of neighborhoods - and they know how to

>reach girls in ways that make a difference.  The NBHC is supporting their

>efforts to engage Girl Scouts in bone-health activities throughout the

>country.

>

>Founding partners and their roles in the campaign

>Office on Women's Health (OWH), Department of Health and Human Services

><http://www.4woman.gov/owh/>

>The Office on Women's Health, which serves as the government’s focal point

>on women’s health issues, provides funding to the National Bone Health

>Campaign, as well as treatment and prevention research, and direction for

>media outreach activities.

>Centers for Disease Control and Prevention (CDC), Department of Health and

>Human Services

><http://www.cdc.gov/>

>CDC provides epidemiology expertise, consumer research, and direction for

>communication and marketing activities related to the campaign.

>National Osteoporosis Foundation (NOF)

><http://www.nof.org/>

>The NOF, as the leading nonprofit voluntary organization dedicated to

>promoting lifelong bone health, lends the campaign its expertise on the

>subject of osteoporosis, and provides the campaign with guidance on media

>issues.


Joanne P. Ikeda, MA,RD
Cooperative Extension Nutrition Education Specialist
Co-Director, Center for Weight and Health
223 Morgan Hall
Nutritional Sciences Department
University of California
Berkeley, CA 94720-3104
phone (510)642-2790
FAX (510)642-4160
email: jikeda at socrates.berkeley.edu