2012_Boudreau.pdf

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Activity

Tracking: Map the Marketing in Your Community

Objective:

In order to focus your change efforts, it’s important to know what kinds of marketing are most prevalent in your town or neighbor-hood. This activity will help you assess the marketing in your com-munity in a systematic way. The youth version (scavenger hunt) will help make youth aware of the different kinds of junk food marketing that targets them in their community.

What you will need:

An enlarged map of your neighborhood or town A list of types of marketing to look for

Clipboards and pens For youth version:

Cell phone cameras or digital cameras if possible — one per group The scavenger hunt list (reverse side), one copy for each group To conduct the activity:

Walk around your neighborhood in small groups and mark each type of marketing on your map in code. (See reverse side for cate-gories.)

For youth:

Do a marketing scavenger hunt! Divide into teams of up to 6 youth and send the teams out into the community with a list of marketing examples to find in one hour (or more, if you like). You can take pic-tures of each example with digital cameras or cell phone cameras, or just make notes about where you found each item. (Be sure to ask permission to take pictures in a store! Tell the cashier or man-ager what organization you are from and that you are doing a youth group project on healthy eating and marketing.)

Not all of these types of marketing will be in every neighborhood — but look and see what you find! Make note of where you find each item.

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Types of food and beverage marketing to look for:

On the street:

Signs for movie tie-in promotions at a fast food restaurant (for instance, “Star Wars” posters at Burger King)

“Happy Meal” type promotion — free toy with fast food kid’s meal

Signs in fast food restaurant windows — what kinds of foods are they promoting? Are they healthy or not so healthy?

Food or beverage billboard or ad aimed at children

Food or beverage billboard or ad aimed at teens

Food or beverage logos on vending machines

Food or beverage billboard near a playground or school

Kids’ menus/coloring sheets that use food or beverage logos

Posters or billboards for community cultural events sponsored by food or beverage companies

At home or the library:

Food or beverage website targeting teens

Food or beverage website targeting younger children

In corner stores or grocery stores:

Food or beverage promotions (displays, signs, etc.) aimed at kids

Cartoon characters on food packaging

Posters showing junk food snacks for sale

Candy, chips, etc. displayed in check-out aisles

At school:

Logos on vending machines

Food or beverage logos on scoreboards

Food or beverage logos on food service equipment: coolers, bottle bins, refrigeration units

Food or beverage logos on napkins and cups

Food or beverage sponsored signs, ads and posters

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Person completing this form:__________________________________________ Date:____/____/____

Student: ____________________________________ School: _________________________________

District: ____________________________________ County: _________________________________

What type of campus does this school have: 1 _Open 2_Closed

Questions to answer as you walk around the school:

As you walk around the school, do you see posters or signs with food or beverage product pictures, names or logos anywhere in the school? (Don’t include vending machine

advertisements here, report them in question 2.)

Location Circle Yes or No

Describe the products, product names, logos, foods, food pyramids, or other healthy eating messages that are displayed. How many times is each shown? Examples: Pepsi, 4 times; Food Pyramid, 8 times; “Eat 5 A Day”, 1 time.

Hallways Yes1 _No2

Cafeteria Yes1 _No2

Snack bars Yes1 _No2

School store Yes1 _No2

Clinic or Nurse’s area Yes1 _No2

Classrooms

(check 3 to 5 rooms) Yes1 No2

Teachers’ lounge Yes1 _No2

Athletic area

concession stand Yes1 No2

Gym Yes1 _No2

Locker rooms Yes1 _No2

Scoreboards 1 _Gym

2 _Field

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Location Circle Yes or No

Describe the products, product names, logos, foods, food pyramids, or other healthy eating messages that are displayed. How many times is each shown? Examples: Pepsi, 4 times; Food Pyramid, 8 times; “Eat 5 A Day”, 1 time.

Other areas (such as offices, library, bathroom, bleachers, billboards, announcement boards, and fences): describe the area

Yes1 _No2

Other areas: describe

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Location

Is there advertising on the machines? Circle Yes or No

Describe the foods, products/product names, pictures, messages, or logos shown on the machines.

Hallways1

# of machines:_____

Yes1 _No2 _{_____________________________________} _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ 1. 2. 3. 4. 5. 6. 7. 8. Cafeteria2

# of machines:_____

Yes1 _No2 _{_____________________________________} _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ 1. 2. 3. 4. 5. 6. 7. 8. Quad or courtyard

area3

# of machines:_____

Yes1 _No2 _{_____________________________________} _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ 1. 2. 3. 4. 5. 6. 7. 8. Teachers lounge4

# of machines:_____

Yes1 _No2 _{_____________________________________} _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ 1. 2. 3. 4. 5. 6. _____Yes1

_____No2 _{(skip to question #3)}

2.a.

Where are the vending machines and do they display advertising?

(20)

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Location

Is there advertising on the machines? Circle Yes or No

Describe the foods, products/product names, pictures, messages, or logos shown on the machines.

Gym/Athletic area5

# of machines:_____

Yes1 _No2

_____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ 1. 2. 3. 4. 5. 6. 7. 8. Locker rooms6

# of machines:_____

Yes1 _No2

_____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ 1. 2. 3. 4. 5. 6. 7. 8. Other Areas:7

(describe)

____________________

# of machines:_____

Yes1 _No2

_____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ 1. 2. 3. 4. 5. 6. 7. 8.

Other Areas:8 (describe)

____________________

# of machines:_____

Yes1 _No2

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Type of equipment Circle Yes or No Describe the foods, products/product names, _{pictures, messages, or logos shown.}

Cups, napkins or plates used during meal period, events, games, etc.

Yes1 _No2

Please obtain samples if possible

Food or beverage coolers or display

cases Yes

1 _No2

Recycling bins or trash

cans Yes1 No2

PE or gym equipment such as balls,

basketball hoops, etc. Yes

1 _No2

Sports bags or athletic

uniforms Yes1 No2

Book covers, pencils, notebooks, or other

school supplies Yes

1 _No2

Please obtain samples if possible

Other: describe

____________________

Yes1 _No2

Other: describe

____________________ _Yes₁ _No₂

Do you know if the school uses any of the following equipment printed with food or beverage product names or logos? If you don’t know, talk with the principal, teachers, students, or other school representative.

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Does the school show Channel One or other school-based TV programming?

4

Does the school have a radio station or PA system for announcements?

5

Does the school have a student newsletter or newspaper?

6

Does the school have a yearbook?

7 Questions to ask the principal or others at the school:

If you know the answers to the next questions, write them down in the space provided. If you don’t know the answer, then talk to people at your school who will know, such as the principal, vice principal, teachers, cafeteria manager, athletic director, or students.

_____Yes1

4.a.

Does the Channel One or other TV programming show food or beverage advertising?

_____Yes1

5.a.

Does the radio station or PA system play food or beverage advertising?

_____Yes1

6.a.

Does the student newsletter or student newspaper include food or beverage advertising?

_____Yes1

7.a.

Does the yearbook include food or beverage advertising?

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Activity Circle Yes or _No

Name of food and beverage company (ies) sponsoring activity:

Describe the foods, products or other items tasted or given away.

How often?

Product taste

tests Yes1 No2

Is your school an official product test site? _____Yes1 _____No2 ___Daily ___Weekly ___Monthly

___Few times a semester ___Once or twice a year ___Other Product giveaways (includes foods, beverages, and logo items)

Yes1 _No2

___Daily ___Weekly ___Monthly

___Few times a semester ___Once or twice a year ___Other

Coupon

giveaways Yes1 No2

___Few times a semester ___Once or twice a year ___Other Product event days (example: Pepsi day when all students where Pepsi logo items)

Yes1 _No2

Has the school participated in any of the following food and beverage company activities? These activities can be for healthy or unhealthy foods and beverages. If you don’t know, ask the principal, a teacher, the cafeteria manager, or other person at your school for the answers to these questions.

(24)

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Activity Circle Yes or _No

Name of food and beverage company (ies) sponsoring activity:

Describe the foods, products or other items tasted or given away.

How often?

Other: (decribe)

____________

Yes1 _No2

Other: (decribe)

____________

Yes1 _No2

(25)

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Does the school have any activities or events that food and beverage companies help pay for? Examples include dances, fairs, athletic events, debates, and concerts. If you don’t know, as the principal, a teacher, the cafeteria manager, or other person at your school for the answers to these questions.

9

Activity or Event Food or Beverage _Company

Dollar amount paid by food or beverage company or description and quantity of items donated

_____Yes1

(26)

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Do any school groups sell foods or beverages to raise money for their activities? Examples include the drama club selling See’s candy bars, or the soccer team selling Krispy Kreme doughnuts. If you don’t know, ask the principal, a teacher, the cafeteria manager, or other person at your school for the answer.

10

_____Yes1

If yes, describe the items being sold, including the brand names.

Group selling food or beverage

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Do any school groups raise money by operating vending machines, school stores, or snack bars?

11

_____Yes1

11.a.

What groups run the vending machines, school stores, or snack bars? Check all that

apply.

Does the school use any curriculum, materials, or classroom activities created by food or beverage companies or associated organizations? Examples include: Dairy Council materials, McDonald’s educational materials, PepsiCo’s “Get Kids in Action” website, or Pizza Hut Book It program. If you don’t know, ask the principal, a teacher, the cafeteria manager, or other person at your school for the answer.

12

_____Yes1

_____No2 _{(skip to question #13)} 1 _{Associated student body}

2 _{Student government}

3 _{Athletic department}

4 _PTA

5 _Boosters

6 _{Sports teams}

7 _{Other:_________________}

8 _{Other:_________________}

11.b.

What types of foods do they sell? Check all that apply.

1 _{Sweetened drinks}

2 _{Water or Juice}

3 _Chips

4 _{Cake/Pastries}

5 _{Granola/energy bars}

6 _Cookies

7 _Pizza

8 _Candy

9 _Seeds/Nuts

10 _{Fruit/Veggies}

11 _{Ice Cream/Frozen Dessert}

12 _{French fries}

13 _{Meat snacks}

98 _{Other:________________}

Food or beverage company Type of curriculum or activity

12.a.

Which food or beverage companies or organizations created or sponsored the

(28)

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Does the school participate in any food or beverage company sponsorship programs, including scholarships or adopt a classroom programs? Examples include: Coca Cola’s Hispanic Scholarship Fund, Wendy’s Classic Achiever High School Scholarship Program, and McDonald’s McTeacher Night.

13

_____Yes1

Food or beverage company Type of Scholarship Dollar Amount

**(*%X%**

Which food or beverage companies offer the scholarships?

Does the school or school district have a policy regarding advertising or marketing? If you don’t know, ask the principal for the answer.

14

_____Yes1 ---> _{What Level?:______School}1 _{______District}2

If yes, is this a 1 _written_or 2 _verbal_policy?

Briefly describe the policy below or ask a school administrator for a copy of the advertising/ marketing policy and attach.

______________________________________________________________________________

Please describe any parts of the policy that specifically mention food and beverage advertising or marketing.

______________________________________________________________________________

(29)

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Please describe any other types of food or beverage advertising or promotion on the school campus that you have not already listed in this survey.

15

______________________________________________________________________________

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