קמפיין הנתרן - אסטרטגיה תקשורתית

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התכנית הלאומית לחיים פעילים ובריאים – אֶפְשָׁרִיבָּרִיא, הינה יוזמה חדשה של ממשלת ישראל. היא אושרה פה אחד בנובמבר 2011 על ידי ועדת השרים לענייני חברה וכלכלה. התכנית שואפת ליישם את המלצות היוזמה "לעתיד בריא 2020" של משרד הבריאות, ומובלת על ידי משרדי הבריאות, החינוך, והתרבות והספורט. התכנית הלאומית היא חלק ממגמה כוללת המתרחשת בארצות רבות, ומיועדת להתמודד עם אתגר של מניעת תחלואה במחלות כרוניות הקשורות לאורח חיים, המהוות גורם עיקרי לתמותה בישראל.מטרתה העיקרית של התכנית הלאומית היא להוביל מאמץ לאומי מכוון לקידום בריאות תושבי ישראל, הפועל ליצירת סביבה מאפשרת ותומכת באורח חיים פעיל ובריא, ומקדם הרגלי תזונה בריאים ופעילות גופנית בקרב כל קבוצות האוכלוסייה. האסטרטגיה הכוללת של התכנית הלאומית מבוססת על פיתוח מדיניות (לרבות חקיקה ואכיפתה), הפצה והנגשה של מידע רלוונטי לתושבים בנושאי תזונה ופעילות גופנית, תכנון פיתוח ויישום פעולות במערכת החינוך, בחינוך הלא פורמלי ובקהילה, תוך דגש על הגישה של שיווק חברתי שיתופי בהפצת מידע ובתכנון פעולות לקידום בריאות.העלאת נושא החיים הפעילים והבריאים לסדר היום הציבורי נתמכת גם באמצעות מיתוג התכנית הלאומית ופעילויותיה, קמפיין תקשורתי המבוסס על עקרונות השיווק החברתי השיתופי – בעיקר במדיה החברתית, ייזום אירועים מיוחדים והפעלת מערך יחסי ציבור, שנועדו לקרב ולחבר למטרות התכנית הלאומית קהלי יעד של מובילי דעה ולקדם שיתופי פעולה עם מגוון בעלי עניין. התכנית להפחתת נתרן מופעלת כתת-תכנית במסגרת התכנית הלאומית לחיים פעילים ובריאים. לצפייה בתשדיר: https://www.youtube.com/watch?v=3AvLPIUhXwMלצפייה בעמוד הנחיתה: http://185.18.204.120/~dev/natran/

Transcript of קמפיין הנתרן - אסטרטגיה תקשורתית

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    1 What evidence is there that cutting back on salt will make a meaningful difference in public health and in healthcare

    spending? Nearly one in three Americans has high blood pressure (hypertension), and roughly another third have somewhat elevated

    blood pressure (pre-hypertension). Nine out of 10 U.S. men and women will develop hypertension at some point in their lives. This

    epidemic places a huge burden on the healthcare system and on our economy, estimated at $73.4 billion in direct and indirect costs for

    2009 alone. Researchers estimate that reducing the average daily sodium intake in the U.S. to 2,300 milligrams (about 1 teaspoon of salt)

    per day would prevent 11 million cases of hypertension and would save $18 billion in health care costs each year. Another study

    estimates that cutting average daily sodium consumption by 1,200 milligrams (about teaspoon of salt) would prevent up to 99,000 heart

    attacks and 66,000 strokes, and would save up to 92,000 lives a year. Thats a huge public health payoffsimilar to what the U.S. would

    see if Americans cut their tobacco use in half. Beyond hypertension, heart disease, and stroke, lower sodium intake is associated with

    lower risk of some cancers.

    Source: The Case for Salt Reduction, The Nutrition Source, Harvard School of Public Health, seen: 112/321/11 11:41:41 , http://www.hsph.harvard.edu/nutritionsource/salt-questions/#sodium-regulation

    2 Ninety percent of adults will develop high blood pressure at some point in their lives, an insidious disease that can start in childhood and

    progress steadily over time. So it is only prudent to take steps in childhood to prevent this trajectory. In addition, if we become conditioned

    to prefer high salt taste early in life, and we are surrounded by a high-sodium food supply, it becomes that much more difficult for us to cut

    back on sodium later in life.

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    7 Will sodium be banned from foods? No one is recommending a ban on using salt or sodium in foods, since such a ban is unrealistic

    and unnecessary. The best approach to achieve a big cutback in sodium may be to phase it in over several years, industry-wide, in

    moderate steps. Government regulations can help create a level playing field for sodium in foods, and this level playing field is crucial for

    achieving sodium-reduction goals: If all companies reduce their sodium levels slowly and simultaneously, our taste buds will not notice

    the change. The sodium reduction challenge is very different from past public health campaigns to stop smoking or eliminate trans-fats

    from the food supply. A certain amount of sodium in our diets is safe, and sodium is critical to both palatability and to a variety of valued

    food manufacturing, culinary, and preservation techniques. No sodium reduction initiative is going to be successful if it results in foods

    and flavors that people dont want to eat.

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    10 Try to avoid eating foods that are high in salt. If you eat lots of these foods, it can be very easy to have a lot of salt. This is why it's

    important to choose foods that are lower in salt, when you can.

    Salt Tips: Check the label to help you choose healthier breakfast cereals. Try puffed wheat, wheat biscuits or muesli with no added salt.

    Go for reduced-salt back bacon in your bacon sandwich. And try adding some slices of tomato instead of ketchup. When you're buying

    bread, compare the amount of salt in different types and choose the lower one. Try having just a small amount of smoked foods such as

    smoked meat and fish, or eat them less often, because these can be high in salt. Go for tinned veg and pulses without added salt. For

    healthier snacks try to choose fruit or vegetables like carrot or celery sticks, a teacake or a fruit bun. If you are going to have crisps or

    crackers check the label and choose those with a lower salt content. If you're choosing a ready meal or a ready-made pasta sauce,

    compare different types and choose the one that is lower in salt. Go easy with ketchup, soy sauce, mustard, pickles and mayonnaise -

    these can all be high in salt. Try not to add salt automatically when you're cooking or about to eat. Often people only use salt out of habit.

    Eating out: If you're eating in a restaurant or caf, or ordering a takeaway, you can still eat less salt by making some smart choices.

    When you order a pizza, choose vegetable or chicken toppings instead of pepperoni, bacon, or extra cheese. At the sandwich bar, go for

    fillings such as chicken salad or poached salmon, instead of ham or cheese and pickle, which are usually higher in salt. If you're having a

    Chinese or Indian meal, go for plain rice because this is lower in salt than egg-fried rice or pilau rice. Try not to have salty chips too often -

    you could have a jacket potato instead. When you have a salad, ask for the dressing on the side, so you only have as much as you need.

    Some dressings can be high in salt, as well as fat.

    Cooking: There are lots of ways to add flavor to your cooking without using any salt. Add fresh herbs to pasta dishes, vegetables and

    meat. Marinate meat and fish in advance to give them more flavor. Use garlic, ginger, chili and lime in stir fries. Add red wine to stews and

    casseroles, and white wine to risottos and sauces for chicken. Make your own stock and gravy, instead of using cubes or granules, or

    look out for reduced-salt varieties. Roast vegetables such as red peppers, courgettes, fennel, parsnips and squash to bring out their

    flavor. Squeeze lemon juice onto fish or seafood. Try using different types of onion - brown, red, white, spring onions, shallots. Make

    sauces using ripe flavor, some tomatoes and garlic. Use black pepper as seasoning on pasta, scrambled egg instead of salt.

    Source: http://tna.europarchive.org/20090810121540/salt.gov.uk/ Seen: /52/121/11 11:75:41 .

    11 Foods that are often high in salt: Anchovies, Bacon, Cheese, Chips (if salt added), Gravy granules, Ham, Olives, Pickles, Prawns,

    Salami, Salted and dry roasted nuts, Salt fish, Smoked meat and fish, Soy sauce.

    http://www.health.gov.il/NewsAndEvents/SpokemanMesseges/Pages/07042013_1.aspxhttp://www.health.gov.il/NewsAndEvents/SpokemanMesseges/Pages/07042013_1.aspxhttp://www.health.gov.il/Subjects/FoodAndNutrition/Nutrition/Adequate_nutrition/Pages/Na-reduce.aspxhttp://www.health.gov.il/Subjects/FoodAndNutrition/Nutrition/Adequate_nutrition/Pages/Na-reduce.aspxhttp://tna.europarchive.org/20090810121540/salt.gov.uk/
  • 22

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    You don't need to stop eating high-salt foods altogether, but it's a good idea to cut down on the amount you eat or eat them less often.

    Also, when you're shopping, take a look at the label and try to choose brands/recipes that contain less salt.

    Source: See footnote 11.

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    http://www.food.gov.uk/scotland/scotnut/salt/campaignhttp://www.youtube.com/watch?v=GTcA_sVDEgIhttp://tna.europarchive.org/20090810121540/salt.gov.ukhttp://tna.europarchive.org/20090810121540/salt.gov.ukhttp://www.nhs.uk/Livewell/Goodfood/Pages/salt.aspxhttp://www.nhs.uk/Livewell/Goodfood/Pages/salt.aspxhttp://news.sky.com/story/1063381/food-firms-told-to-cut-salt-in-popular-disheshttp://news.sky.com/story/1063381/food-firms-told-to-cut-salt-in-popular-disheshttp://news.sky.com/story/1063381/food-firms-told-to-cut-salt-in-popular-dishes
  • 31

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    http://www.cbc.ca/player/Shows/Shows/Marketplace/ID/2341619350/

    http://www.cbc.ca/player/Shows/Shows/Marketplace/ID/2341619350/
  • 32

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    http://www.nyc.gov/html/doh/html/pr2010/pr

    053-10.shtml

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    intake-1.4992915

    http://www.nyc.gov/html/doh/html/living/car

    dio-sodium.shtml

    http://www.theguardian.com/world/2010/

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    http://www.cbsnews.com/8301-

    204_162-57568763/mayor-

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    http://www.nyc.gov/html/doh/html/pr2010/pr053-10.shtmlhttp://www.nyc.gov/html/doh/html/pr2010/pr053-10.shtmlhttp://brooklyn.news12.com/news/new-department-of-health-ad-campaign-urges-nyc-residents-to-cut-back-on-salt-intake-1.4992915http://brooklyn.news12.com/news/new-department-of-health-ad-campaign-urges-nyc-residents-to-cut-back-on-salt-intake-1.4992915http://brooklyn.news12.com/news/new-department-of-health-ad-campaign-urges-nyc-residents-to-cut-back-on-salt-intake-1.4992915http://brooklyn.news12.com/news/new-department-of-health-ad-campaign-urges-nyc-residents-to-cut-back-on-salt-intake-1.4992915http://www.nyc.gov/html/doh/html/living/cardio-sodium.shtmlhttp://www.nyc.gov/html/doh/html/living/cardio-sodium.shtmlhttp://www.theguardian.com/world/2010/jan/11/new-york-michael-bloomberg-salthttp://www.theguardian.com/world/2010/jan/11/new-york-michael-bloomberg-salthttp://www.cbsnews.com/8301-204_162-57568763/mayor-bloomberg-21-food-companies-cut-salt-from-popular-products/http://www.cbsnews.com/8301-204_162-57568763/mayor-bloomberg-21-food-companies-cut-salt-from-popular-products/http://www.cbsnews.com/8301-204_162-57568763/mayor-bloomberg-21-food-companies-cut-salt-from-popular-products/http://www.cbsnews.com/8301-204_162-57568763/mayor-bloomberg-21-food-companies-cut-salt-from-popular-products/
  • 33

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    http://spotthesalt.com/?page_id=23http://spotthesalt.com/?page_id=23http://spotthesalt.com/?page_id=23http://spotthesalt.com/?page_id=23http://www.thedoctorstv.com/haltthesalthttp://www.thedoctorstv.com/haltthesalthttp://www.webmd.com/diet/ss/slideshow-salt-shockershttp://www.webmd.com/diet/ss/slideshow-salt-shockershttp://www.healthaliciousness.com/articles/what-foods-high-sodium.phphttp://www.healthaliciousness.com/articles/what-foods-high-sodium.phphttp://www.netmums.com/family-food/healthy-eating/salt-is-your-food-full-of-ithttp://www.netmums.com/family-food/healthy-eating/salt-is-your-food-full-of-ithttp://www.netmums.com/family-food/healthy-eating/salt-is-your-food-full-of-it
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