This article was written by Robert C.Post, PhD, MEd, MSc, former associateexecutive director; Jackie Haven, MS,RD, acting executive director; ShelleyManiscalco, MPH, RD, acting directorof the Nutrition Marketing andCommunication Division; and MaryCatherine Brown, RD, intern; all atthe US Department of AgricultureCenter for Nutrition Policy andPromotion.

http://dx.doi.org/10.1016/j.jand.2013.10.006

ª 2013 by the Academy of Nutrition and Dietetics. JO

PRACTICE APPLICATIONS

The MyPlate Message Chronicles

It Takes a Village to Communicate the DietaryGuidelines for Americans and MyPlate

SINCE ITS INCEPTION IN 1994,the US Department of Agricul-ture’s (USDA) Center for Nutri-tion Policy and Promotion

(CNPP) has been arduously striving tohelp Americans live healthier lives byapplying the best evidence for nutritionrecommendations and translating it intoguidance, policy, and programs thathealth professionals, like registered die-titian nutritionists, can use with con-sumers. Some would say that to tacklesuch an immense effort to change deep-rooted lifestyles and eating behaviorswould “take a village,” which is whatCNPP had in mind when it createdthe Nutrition Communicators Network(NCN) partnership program. As reportedin previous columns, CNPP formed theNCN in June 2011 upon releasing theMyPlate icon, in an effort to connect acore of like-minded supporters andextend the reach of MyPlate and coordi-nated messaging. The main focus of thepartnership is to work nationally andlocally to give consumers the tangibletools to apply the Dietary Guidelines forAmericans (DGA) andMyPlate.Membersof theNCNcanparticipate at three levels:National Strategic Partners; CommunityPartners; and, the most recent additionto the team, Campus Ambassadors. Atpress time, the Network, robust withdiverse representation in all 50 statesand several countries, now consists ofmore than 7,100 Community Partners,1,100þ Campus Ambassadors, and 100þNational Strategic Partners.

COORDINATED MESSAGINGSUPPORTING MYPLATEIn an effort to coordinate dietaryguidelines messages and deliver unifiedcontent, CNPP created the 2013-2015Dietary Guidelines CommunicationsMessage Calendar. Each year, CNPP andits Partners communicate according toan overall theme to “build a healthyplate” using MyPlate as a visual com-pass. Two 6-month intervals, each witha call-to-action, serve as an umbrellafor behavior-specific messages basedon the current DGA. The call-to-actioncommunicated to consumers from Jan-uary through June 2013, “How can youbuild a healthier plate?”, was supportedby the messages, “Make half your platefruits and vegetables”; “Switch to fat-free or low-fat (1%) milk (dairy)”;“Make at least half your grains wholegrains”; and “Compare sodium, sugars,and saturated fats in foods and choosethe foods with lower numbers.” Thediversity of topics covered in thesemessages allows NCN Partners at alllevels to specialize the delivery of thesehealth inspiring bites to their specificproject, venue, or target audience. Weare excited to share results from theJanuary through June 2013 messageperiod.

URNAL OF THE ACADE

THE POWER OF COLLECTIVECOMMUNICATIONAlthough each behavior-specific mes-sage was shared, most National Stra-tegic Partners tell CNPP they promotedMyPlate overall, followed by “Make halfyour plate fruits and vegetables”; “Makeat least half your grains whole grains”;“Compare sodium, sugars, and satu-rated fats in foods and choose the foodswith lower numbers”; and “Switch tofat-free or low-fat (1%) milk (dairy).” Inaddition, some National Strategic Part-ners were able to incorporate othertopics related to the DGA and MyPlate,including physical activity, lean andhigh quality protein, food safety, usingthe SuperTracker, choosing water oversugary drinks, the importance of eatingbreakfast, portion control, using herbsand spices to help decrease sodiumintake, and healthy choices in the Na-tional School Lunch Program. Discus-sions with National Strategic Partnersindicate that a majority of efforts wereaimed at adult consumers/shoppers,followed by health professionals, andthen children. During the first messageperiod of 2013, National Strategic Part-ners collectively generated close to 106million consumer influencer impres-sions, including registered dietitiannutritionists, as well as 2.28 billionconsumer impressions, including 3.3million to children. In addition, thevalue of communicating with themediain this initiative has continued to be astrong tool for dispersing information.Current Vocus data indicate 63.6 billionmedia impressions of “MyPlate” fromAugust 2011 through August 2013. Thisis a tribute to Partners working in alllevels of the NCN.

Inpart, thepurpose of this update is tothank our Partners, showcase ways thatthey are extending the reach of MyPlateand the 2010 DGA, and inspire others tojoin in the effort. This is an easy job, asthe various communication vehiclesused by Partners have been innovativeand comprehensive. Here is just a

MY OF NUTRITION AND DIETETICS 1589

PRACTICE APPLICATIONS

sample of the extensive activities ofUSDA’s National Strategic Partners:

� Reaching consumers online andthrough their social networks

1590

B Consumer-friendly Facebookpages included recipes andlinks highlighting nutritiontips, ways to prepare a va-riety of healthy foods, andreminders to be physicallyactive. In June, Partners tookto multiple social mediaplatforms to wish MyPlatea happy 2nd birthday!

B Twitter was abuzz with“parties” dedicated to DGAmessages and MyPlate.

B MyPlate Recipes are a hiton Pinterest (featuring 29boards), including the “FirstLady’s Favorites.”

B Countless websites, blogs,webinars, videos, and linkscreating more intersectionsamong consumers, Partners,and federal resources.

JOURNAL OF THE ACADEMY OF NUTRITIO

� Reaching consumers when theyare out and about

N A

B Messages were conveyed inEnglish and Spanish.

B From the grassroots ofsmall communities, to col-lege campuses, to bill-boards in Times Square, theNetwork’s hand-in-handapproach with CNPP hasstarted an explosion ofthis valuable dietary in-formation to Americans.Although print materialscan be found on theInternet, they also have theability to reach consumerswho are away from theirelectronic devices andcomputers.

B Including the MyPlate iconon consumer packaging isanother exciting way thatsome of the National Stra-tegic Partners were able toreach customers at point-of-purchase.

ND DIETETICS D

B Other communication mech-anisms included slideshows,newsletters, flyers, posters,internal company and officecommunications, continuingprofessional education, andother educational materials.

IF YOU HAVEN’T ALREADY,JOIN US!CNPP’s desire is to work within theNCN to continue turning up the volumeon the fight to help Americans eathealthfully and be physically active. Jointhe team to become part of the USDA’sNCN, keep updated onMyPlate andDGAefforts, and be a consistent voice forpositive dietary behaviors in America.Visit http://www.choosemyplate.gov/partnering-program.html for more in-formation on the NCN; lists of currentNational Strategic Partners, CommunityPartners, and Campus Ambassadors;more detailed outreach reports demon-strating specific National Strategic Part-ner efforts; and information on how toapply for partnership.

ecember 2013 Volume 113 Number 12