The Partnership to
Promote Healthy Eating &
Active Living, Inc.
Mission: To promote healthy nutrition and
physical activity lifestyle behaviors through
a public/private multi-disciplinary
partnership grounded on consumer
understanding
History of the Partnership
 Could a public/private partnership be a catalyst for
promoting healthy lifestyles?
 Could multiple disciplines develop a framework to
guide innovative approaches by this partnership and
others?
 Could the focus be on consumers?
Summit
on Promoting
Healthy Eating and
Active Living:
Developing a Framework for
Progress
Framework for determinants
of physical activity and
eating behavior
food industry
transportation
system
Secondary leverage points
Primary leverage points
Behavioral settings
Lifestyle
Enablers of choice
architecture
& building codes
political advocacy/
lobbying
Social
exercise,
physical activity
& sports industry
Cultural
local government
food stores
developers
family
Psycho-biological
Core
recreation
industry
property owners
food stores
health club
home
community activity
providers
social
trends
seasonality
health care
industry
restaurants and
food outlets
workplace
restaurants
convenience
social roles
accessibility
habits
ethnic
identities
pleasure
beliefs
physiology
values
interpersonal
relationships
situation or context –
physical and social
nonprofit
providers
community
vehicle of transport
cost
time
neighborhood
safety
knowledge
information
industry
government
health care
providers
school board,
districts
day care
local school
shopping
mall
shopping malls
life experience
socioeconomic
status
labor-saving
device
industry
parks, recreation centers,
senior centers
source of
information
educational
attainment
entertainment
industry
non-government
organizations
religious, community
and non-government
organizations
life stage
self identities
education
system
recreation
facilities
employer
April 20, 2000
Lessens learned from previous
social change movements





Tobacco control
Auto restraint devices: seatbelts, child car seats
Recycling
Breastfeeding
International efforts in nutrition, physical activity,
obesity control
Economics:
The politics of self-interest
 Detailed cost-benefit analyses
 Economic incentives/disincentives
 Economics of technology
 Funding to develop solutions
An Economic Analysis of Eating
and Physical Activity Behaviors:
Exploring effective strategies to combat obesity
• Convened meeting in April 2003
• 125 experts in economics, public health, nutrition, physical
activity, community design and other disciplines
• Developed an economic framework for consumer choices
re: eating and physical activity
• Began exploring approaches to changing behavior through
leveraging economics
• Will be published in American Journal of
Preventive Medicine in Fall
Measuring AOM Success: ROI
 New AOM members, affiliates, delivery partners,
sponsors
 Reach and penetration of message
 Changing attitudes
 Breadth of participation among community
partners
 Indicators of supportive environment
 Changing eating and activity behaviors
 Changing health and quality of life indicators
We are unique

We are a true multi-disciplinary partnership,
bringing together the public and private sectors

We complement other initiatives with an integrated
framework others can use to make an impact on
dietary and physical activity behavior

We have a clear plan of action that complements
other obesity and healthy lifestyle initiatives

We focus on understanding the consumer
What is
America On the Move?
•
A national initiative helping people of all ages increase lifestyle
activity and eat more healthfully by making small changes adding
up to big differences
•
A fun, easy approach to stop yearly weight gain, that easily
integrates into our busy lives
•
A nationwide network of grassroots affiliates creating and
sustaining community change with programs, events, and policy
changes
•
A public-private effort bringing programs to the community schools, worksites, faith-based groups, legislators, etc.
•
Tested programs with proven results
SIMPLE •
FUN • FLEXIBLE
• EFFECTIVE
Small Changes = BIG Results
We can stop
the average American’s
weight gain
of one to three pounds per year
and halt the spread of obesity
AOM Partners and Supporters
AOM in the Press
How AOM Engages Americans
Website/1-800#
Affiliates
National
Delivery Partners
America On the Move Programs
The Consumer
Public/Private
Partnerships
AOM Affiliate Network : 2004
California, Santa Barbara County 
Colorado
District of Columbia
Florida
Georgia

Idaho
Indiana
Kansas
Louisiana
Massachusetts

Michigan
New Mexico
Nebraska
New York
New York, Saratoga County 
Ohio
Tennessee
Texas
 Affiliate geographic reach is limited to
Virginia
county
West Virginia
Affiliate Spotlight:
Tennessee On the Move (TOM)
• Legislative Involvement: Congressman Zach Wamp secured
$500,000 appropriations and attended several TOM events
across state
• Media Outreach and Events: Partnered with Healthy Memphis
for a major public health campaign. Over 1,000 people
participated in kick off event hosted by Dave Price, CBS’ Early
Show Weatherman. The Early Show also ran coverage of
event.
• Education: PSAs ran during televised University of Tennessee
(UT) football games
• Programs at worksites: Entire UT system implemented TOM as
a worksite program and subsidized the purchase of
stepcounters for employees
• Programs for children: TOM is working with the Girl Scouts to
develop a TOM-specific badge promoting healthy living
AOM National Delivery Partners
Like-minded nonprofits broaden AOM’s reach:
•
•
Bring AOM programs to life in local communities across the nation.
Collaborate with AOM to activate customized programs
- Academy of Family Physician’s (AAFP)
- American Diabetes Association (ADA)
- American College of Sports Medicine (ACSM)
- National Coalition for Promoting Physical Activity (NCPPA)
- National Council of La Raza (NCLR) – in development
- National Urban League (NUL) – in development
AOM Programs 2004
Worksites/Organizations
– Companies include: PepsiCo, Mayo, Guidant Corporation,
Cargill
Health Professionals
– AOM “Kit” to reach patients through Physicians and other
Health Care professionals
– Working with American Academy of Family Physicians (AAFP)
to implement AOM for physician office staff
Schools
– Lesson plans teaching elementary and middle school children
energy balance concepts
Walking Groups
– Families and self-initiated neighborhood walking clubs
AOM Reaches Consumers
with its Sponsors
Examples of Sponsors creating consumer-reaching programs together
with AOM:
•
Colorado On the Move is promoted through statewide Nick N Willy’s
Pizza chain (sign up for AOM in store, educational materials,
stepcounter incentive with purchase of healthy pizza toppings
•
AOM is integrated into PepsiCo’s 2005 national launch of SmartSpot
products (i.e., FSCIs, in-store promotions and take-one materials,
presence at Affiliate events)
•
AOM registration is part of Quaker Oats Quakes walking promotion
(pedometer give-aways, 6 walking destination grand prizes with AOM
registration, inclusion of AOM small change messages on package)
AOM Long Term Vision
•
Teach children and adults Energy Balance skills and provide tools
needed to manage their weight in the current environment
•
Create and implement tangible, culturally relevant solutions and
products for all populations, groups and individuals
•
Drive scientific research around small changes that add up to big
differences
•
Incorporate and recognize private and public sector efforts
addressing overweight and obesity
•
Create sustainable community efforts that support individual changes
Contact Information:
Laura Simonds, M.S., M.Ed.
Executive Director
The Partnership to Promote Healthy
Eating & Active Living, Inc.
617-367-6886
laura@americaonthemove.org