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Social Marketing and collaboration to improve workplace environments for the health of low-income workers

James S. Carman, MS, Cancer Prevention Nutrition Section, California Department of Health Services, P.O. Box 997413, MS 7204, 1616 Capitol Ave, Ste 74.516, MS 7204, Sacramento, CA 95899-7413, 916-449-5423, jcarman@dhs.ca.gov

The California 5 a Day Worksite Program conducted formative social marketing research to determine the best ways to increase fruit and vegetable consumption and physical activity in California workplaces. Telephone interviews and focus groups with business leaders from small, medium, and large-sized employers and focus groups with low- and middle-income working women took place throughout the state. Three clear strategies emerged:

1. Improve access to healthy food and physical activity at workplaces;

2. Foster supportive work environments that encourage healthy lifestyle choices; and

3. Create state policies that bolster health promotion efforts at worksites.

The California 5 a Day Worksite Program is implementing and advancing these strategies through collaboration by:

Contracting with catering trucks to provide fresh fruits and vegetables and point of purchase messages to encourage consumption

Piloting healthy vending and foodservice choices among a variety of workplaces

Distributing community supported agricultural products to employees at their workplaces

Providing farmers markets at workplaces

Assisting employers with assessment tools and recommendations for improving their environments and making healthy choices more readily available

Delivering tools to help create supportive cultures and team environments around healthy nutrition and physical activity behaviors

In addition, a unique partnership with the California Senate Task Force on Youth and Workplace Wellness:

Recognized model healthy workplaces with the California Fit Business Award

Developed a policy agenda that has spawned legislation promoting healthy workplace environments

Learning Objectives:

Keywords: Worksite, Environment

Related Web page: www.ca5aday.com

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.

Worksite Health Promotion -- New Strategies and Successful Techniques

The 132nd Annual Meeting (November 6-10, 2004) of APHA