Issue Five
Be Be aa
MEDIA SLEUTH! Chip Chip away away at at HEALTHY snacks! snacks! Take Take the the SCREENTIME challenge! challenge! Be Be aa
HEALTHY-LIVING
marketing marketing wizard! wizard!
WHY
CARE ABOUT YOUR HEART? Because it’s the most important muscle you’ve got! All day, all night, your heart pumps blood throughout your body, carrying oxygen and nutrients to your cells and carrying away waste
TEXT MESSAGES. T-SHIRT LOGOS. MOVIES AND TV. POSTERS AND BILLBOARDS. MUSIC VIDEOS. INTERNET BANNER ADS. We’re surrounded by media. Messages are telling, selling and yelling at us, 24/7.
products. Want to
So? What’s the big deal? Is that a bad thing?
stay healthy? Take
Well… yes. And no.
good care of your heart!
No Yes
if the media give us solid, believable information.
if the messages encourage us to do unhealthy things, especially things that are bad for your heart.
How do you tell the difference? You get media-smart, so you can read through the hype and decide for yourself. Like the kids in the story that starts on the next page…
2
1 [Source: Made You Look: How Advertising Works and Why You Should Know by Shari Graydon, Annick Press, 2003]
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How How many many examples examples of of marketing marketing can can you you find? find? For For answers, answers, see see page page 9. 9. How How many many promote promote healthy healthy living? living?
4
5
B Healthy What’s the real deal? Three simple rules help you sort it out:
1 2 3
Choose healthy meals. (With balance and variety as Canada's Food Guide Get active play every day. (Aim for 90 minutes a day) Live smoke-free. 6
n a e B
Ad r e t Bus
Researchers estimate that North American kids see between 20,000 and 40,000 TV commercials every year.1 And that doesn’t count radio and magazine ads, logos, billboards, giveaways and posters!
Why should you care? Because ads can lead you to make unhealthy choices. Ads may be useful, if they give you information you can use to make a healthy decision. But many ads try to convince you to:
. . .
Buy salty, fatty or sugary snacks Spend more time being inactive with video games and TV Smoke (tobacco ads are not allowed in Canada, but there are many smoking images in movies and on TV)
How do ads work?
.
.
. .
.
Ads tell only one side of the story. “Yummy fruit bar contains healthy fruits!” Fact: The ad doesn’t mention the fat and sugar in the sweet coating. Ads may exaggerate. “Contains vitamins and minerals!” Fact: It contains very few. Ads may make statements that sound good, but don’t mean anything. “Kids love ’em!” Fact: What kids? How many?
Ads may have hidden messages. Example: Picture of happy people enjoying a candy bar. Hidden message: You can be happy with the same candy bar. Fact: There’s no guarantee that the candy bar will make you happy. Ads may use big names and popular heroes. Example: “Hockey superstar loves it!” Fact: Hockey superstar was paid to say that.
1[Source: Made You Look: How Advertising Works and Why You Should Know by Shari Graydon, Annick Press, 2003]
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DESIGNING
ADS
“Tricks” of the advertising trade include:
Illustrations - Ads and packages make products look great – sometimes even better than the real thing.
Words - Words may be misleading. “Light flavour!” may make you think a food is lower in calories or fat.
Colour - Advertisers use colours to give people certain feelings: Blue Black White Red Yellow Green Orange Pink Brown
Reliable, trustworthy, cool Mysterious, rich Clean, pure Risky, exciting, warm Bright, sunny warm Relaxed, cool, natural Good tasting, healthy Calm, relaxing Rich, high quality, warm
Music - Catchy jingles help you remember the product, or put you in a good mood so you’ll want to buy the product.
Humour - Some ads make you laugh, so you don’t think about the product, just how good the ad makes you feel.
Food Label Sleuth Find out what food labels really mean! Check out www.healthcheck.ca/english/labellingtips.htm.
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heartfacts
Your heart gets slower as you get older. It beats about 80 to 90 times a minute when you are seven, but it slows to about 72 times a minute by the time you are 18.
1 Logo on Satellite Dish 2 Pop up on computer 3 Ad on T- shirt: Top Games 4 Ad on TV: to die for Jeans 5 Taxi: Clean Machine 6 Blimp in sky advertising 7 Advertising sign on the side of the grocery store 8 Billboard on roof of grocery store
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9 Sandwich board on sidewalk 10 Store signs (6 in total) 11 Sign on top of grocery store roof Banner at stadium Bus shelter ad Ad on side of bus Cinema Marquee sign Sign in alley with arrow Movie screen
18 Service van with ad on side 19 Chicken Mascot with hand held sign 20 Castle Music Store Sign 21 Umbrella logo/ad 22 Cart 23 Billboard on the side of the Castle Music store 24 Inside the grocery store 25 School vending machine
12 13 14 15 16 17
26 Boy’s T shirt 27 Skateboard with logo 28 Banner on store 29 Bow up figure/balloon advertising 30 Marquee sign on movie
• Does this message lead me to make healthy choices in eating, being active and living smoke-free? • Does this message give me all the facts I need to make a good decision? • How does this message grab my attention? • Who is this message aimed at? How is it tailored to that audience? • What’s the purpose of this message? What is it trying to do? ASK YOURSELF: • Who created this message? Is it a reliable, unbiased source? How do you avoid being swayed by the barrage of ads and their clever techniques? Get media-savvy! Learn how to analyze media messages so you can decide for yourself if they’re giving you good information and leading you toward health – or away from it.
media-smart BE
y s a t n Fa or Reality? Diet A survey of food ads on TV could convince you that all you need to stay healthy and happy is sugary cereals, pop and fast food.
Not!!
To stay healthy, you need to eat foods from the four food groups every day:
Vegetables and fruit:
Grain products:
Milk and Alternatives:
Meat and Alternatives:
6 SERVINGS A DAY
6 SERVINGS
A DAY
3-4 SERVINGS
1-2 SERVINGS
1 serving =
1 serving =
1 serving =
1 serving =
1 apple, carrot or banana; 1/2 cup/ 125 mL juice; 1/2 cup/125 mL veggies
1/2 cup/125 mL pasta, noodles or rice half the size of your fist; 1 slice of bread; 30 g cold cereal
1 cup/250 mL milk or fortified soy beverage; 3/4 cup/175 mL yogurt; 50 g cheese the size of 2 thumbs
75g fish, shellfish, poultry, lean meat the size of a deck of cards; 175 mL (3/4 cup) cooked legumes; 2 eggs, 30 mL (2 tbsp) peanut or nut butters
Today I had ___ servings.
Today I had ___ servings.
Today I had ___ servings.
other foods?
A DAY
A DAY
Today I had ___ servings.
What about “other foods” like cookies, chips and pop? You should limit these foods that are high in calories, fat, sugar or salt.
For more info, check out Canada’s Food Guide. Download a copy at www.hc-sc.gc.ca/fn-an/food-guide-aliment/index_e.html 10
Snack TIME
It’s after school. Three hours till dinner. Your stomach is growling. You need a snack! What to choose? Think healthy. Believe it or not, healthy snacks are tastier and cheaper than unhealthy ones. And there are loads to choose from. • • • •
Pita bread with vegetables and cheese Fruit smoothie Peanut butter and celery Tortilla roll-up with low-fat filling
• • • • • • • • • • •
Salsa with veggie sticks Fruit kebab with cheese cubes Oatmeal bars and a glass of milk Naan with dal Edamame Tuna on crackers Lower-fat cheese pizza Rice crackers and cheese cubes Air-popped popcorn and fruit juice Yogurt with fruit Apple slices with peanut butter
Add your favourites:
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HOMEMADE
Chips
Everyone loves chips. You can make your healthy, low-fat version. Use scissors to cut pita breads, corn or flour tortillas into triangles. Arrange in a single layer on a baking sheet. Bake at 400º F for 8 to 10 minutes, or until lightly browned and crisp. Dip your chips into hummus (chickpea spread), tzatziki (yogurt dip – make sure it’s made with lower-fat yogurt), guacamole, black bean dip, salsa, lower-fat cottage cheese, nut butters….
SAFETY TIP Be careful with knives, scissors and hot ovens! Get help from adults if needed.
parents
Want heart-healthy kids? Sign up for Heart and Stroke He@lthline for Parents. You’ll get heart-healthy nutrition tips, kid-friendly recipes, and practical advice to get active. Free from the Heart and Stroke Foundation at www.heartandstroke.ca/subscribe.
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=== ruth in = = T= g n i s i t r e Adv === === = = == = = Happy families… cool teens… smiling servers… snappy music… great meal deals...
Yes, it’s the typical fast food restaurant ad!
But what about the rest of the story? Does the ad tell you how much fat, sugar and salt are in the meal? Does it tell you if the meal is a healthy choice? Time to use your media smarts again! • Who created this ad?
• What is this ad trying to get me to do?
• What images, words and techniques does the ad use to persuade me?
• Does the ad give me all the facts?
• Does the ad lead me to make healthy food choices?
Now, imagine that you’re an advertiser – an honest one! Rewrite the ad so it tells the truth about the health of the choices available at the restaurant. (You can get nutritional information on some restaurant websites.) Do you still think the meal is a great deal?
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SPIT AND POLISH
Ever wonder why food looks so great in ads – even better than in real life? The answer: food styling. Experts may spray foods with oil or polish them to make them look shiny. They may create fake steam or add food colouring. Try your hand at food fakery. Take two apples or other fruits. Polish one with a little vegetable oil. If you have a camera, photograph both. Which looks better?
SCREEN TIME CHALLENGE FACT: Kids aged 2 to 17 spend nearly 4 1/2 hours a day in front of electronic screens, such as televisions, computers and video games.1
TAKE THE SCREEN TIME CHALLENGE! • Week 1: Track how much time you spend in front of screens and how much time you spend being active. Active time includes sports and active play as well as activities like walking the dog. • Week 2: Reduce your screen time by half an hour, and increase your active time by half an hour. • Week 3: Do it again – add and subtract another half hour. How do you feel after a month of being more active?
1 [Source: Media Madness: An Insider’s Guide to Media by Dominic Ali, Kids Can Press, 2005]
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Canada’s Physical Activity Guide for Youth recommends: • Increase your physical activity to at least 90 minutes a day. • Decrease your non-active time. • Do these three types of activities 2 or 3 times a week: 1 Strength activities, like lifting and pushing, to build your muscles and bones 2 Endurance activities, like running or skipping rope, to keep your heart and lungs strong and healthy 3 Flexibility activities, like stretches and twists, to keep your joints moving Download a copy of the Guide at www.heartandstroke.ca/kids.
If You’re Going to
WATCH TV Anyway… Let’s face it. Sometimes you just want to watch the tube. But that doesn’t mean you have to be a total slug! Get your heart moving during shows or commercials. •
Jumping Jacks How many can you do in 30 seconds? Try to beat your number!
•
Dance Fever Design your own dance – and shake it up!
•
Human Rubberband Stretch up, down, sideways right, sideways left, twist right, twist left. Repeat, stretching farther each time. •
Water Weights Raise and lower a pair of 1-litre water bottles.
Count the Beat Take your pulse while you’re watching TV or at the computer. Get up and do something active for a solid minute. Then take your pulse again. What change do you notice?
What’s 25 years old and
still jumpin’? The Heart and Stroke Foundation’s Jump Rope for Heart program! Jump Rope for Heart not only helps kids jump their way to healthier hearts but also raises valuable funds for heart research. Find out more about Jump Rope for Heart at www.heartandstroke.ca/kids
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Mr. Muscles’ Un-Ad Challenge Have you ever noticed that most ads related to active living are designed to sell you a product – running shoes, sportswear, equipment? Here’s a challenge: Create an ad that promotes active living without being tied to a product. Like an ad for jumping rope… or hiking… or playing with your friends. How creative can you be?
Ask Mr. Muscles Dear Mr. Muscles, I want to be more active. I saw an
Dear Mr. Muscles,
ad for expensive track shoes and
All those neon-coloured
body-building equipment. Do I
sports drinks look so cool in the
need that stuff to get in shape?
ads! Will they make me a better
Wannabe Fit
athlete?
Dear Wannabe,
Thirsty
Don’t fall for the hype! A good-
Dear Thirsty,
fitting pair of athletic shoes is all
When you play hard, you need
you need, and they don’t have to
to replace the fluid your body
be the designer brand. Instead of
loses through sweat. Guess
buying fancy equipment, go low-
what works best? Plain old
tech with a jump rope or soccer
water! Drink water before, during
ball. Just get out there and play!
and after physical activity. 16
S U O R O M G LA OR
? S S O GR
Here’s a puzzle: Since the 1980s, the number of people who smoke cigarettes has gone down, yet the amount of smoking in movies, magazines and on TV has gone up. In fact, smoking rates in movies are three times higher than in real life!
Why is that a problem? Because when stars smoke, they can make smoking look glamorous or cool, or just normal. Research shows that young people who see smoking in movies are more likely to smoke.
Time to use your media smarts again! • For a few weeks, track the number of smoking images (people smoking, cigarette packages, etc.) you see in movies and TV shows. • Why do you think the characters are smoking? Are they supposed to be cool, tough, alluring, nervous…? • Is the smoking necessary? If you took away the cigarette, how would that change the scene?
What can you do? • Get more facts. Two good websites are www.smokefreemovies.ucsf.edu/ and www.smoke-free.ca/movies/index.htm. Or search for “smoke-free movies” on your web browser. • Create your own movie rating system, from smoke-free to smoked-out. Boycott those that are full of smoke. • Write to film and television company executives and movie stars. Speak to your local theatre manager. Explain your concerns. Ask for smoke-free entertainment.
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SMOKESCREEN Imagine this: You’re a budding actor or actress. You finally got your big break. You’re in a movie, shooting a passionate love scene with your idol. Then your idol lights up. The movie set fills with smoke as the director shoots take after take. Your line might be, “Darling, I adore you!” but that’s probably not what you’re thinking! Here’s your chance to write honest film dialogue. Use your favourite TV show or movie, or make up your own scene. Draw a storyboard (a series of panels, like in a comic strip) showing your character’s reactions to other characters’ smoking. Your character might object to the second-hand smoke that fills the air, or to the smell or taste of the smoker. Let your character tell it like it is!
Here’s an example:
How I’ve missed you!
I thought you’d never come!
[cough, cough] Ugh! You stink! I’m not going to kiss an ashtray!
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Smoking in the media may be on the rise, but so are anti-smoking messages – on cigarette packages, in print ads, in movie trailers and on the Internet. You can create your own! Here’s how: 1
Check out anti-smoking campaigns like these. Or search for “anti-smoking campaigns” on your web server. www.tobaccofacts.org/links/canadian.html www.quit4life.com/fac_e.asp www.smoke-fx.com/postcards/index.html www.smoke-free.ca/warnings/Canada-warnings.htm
2
Analyze the techniques that the campaigns use – facts and statistics, gross images, humour, true-life stories, etc. Which approach do you think is most effective?
3
Create your own poster, postcard, slogan or screen saver to add to the campaign you like best. Get your friends to make one, too.
4
Gather the anti-smoking ads and post them on a bulletin board or website. Who knows? Your campaign might save a life!
The Good News Kids are butting out. A 2004-05 youth smoking survey found that: 2% of youth in grades 5 through 9 smoked in 2004-05, compared with 3% in 2002 and 7% in 1994. Only 21% of youth have ever tried any tobacco product – a 50% drop since 1994. 23% of youth live with someone who smoked every day, compared with 30% in 2002. Want to know more? Visit www.hc-sc.gc.ca/hl-vs/ tobac-tabac/researchrecherche/stat/surveysondage/20042005/index_e.html
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The Bad News Smoking tobacco is the leading cause of preventable death in Canada. Tobacco smoke contains nicotine, tar and over 4,000 harmful chemicals. Over 60 of these chemicals can cause cancer. Smoking is also bad for your heart. It: o Makes the heart beat faster o Clogs the blood vessels so the heart has to work harder to push the blood around the body o Lets less oxygen into the lungs, so the heart has to work even harder to get enough oxygen to the cells of the body.
HEALTHY
Endorsements One powerful type of marketing is endorsements. Companies pay famous people – usually sports or movie stars – to say good things about their products, like:
I always start my day with Sensational Cereal.
Want to be as fast as I am? Then use my brand – Swift Sneakers.
The companies hope you will think, “If that celebrity says the product is good, it must be good” – so you’ll buy it. Pretend you’re a celebrity. • What kind of celebrity are you? • How would you decide whether to endorse a certain product? For example, what kinds of toys would you be willing to endorse? What kinds of food products? What qualities would the product have to have? Imagine that you’re going to shoot a TV ad for a heart-healthy product or program. Write a short script (or ad lib!) and role-play your endorsement. If possible, film yourself. How persuasive are you? 20
Real Bodies Teen magazines are full of pictures of girls and guys – usually thin, gorgeous girls and muscular, handsome guys. But are the images real? (Ever heard of air brushing?!) And are they realistic-looking bodies? Get snippy! Cut out pictures of males and females from teen magazines. Make a collage of the images. Add words or phrases about the health of the models. Then take photos of your friends. Make a second collage of pictures of normal bodies. Add words and phrases that reflect healthy, balanced eating, exercise and attitudes.
Which collage looks real? Which looks better? Why?
heartfacts
Your heart beat comes from flaps of muscle, called valves, opening and closing to let the blood pass through. Blood vessels can get plugged! When they do, they can cause a heart attack or stroke. The best way to prevent this: choose healthy meals, get active play and live smoke-free. 21
MARKETING MARKETING
Wizard Use your media smarts to sell heart health! Get your friends together to try this three-part activity.
1
Analyze the marketing used on your favourite TV show, radio program or magazine.
2
Design a marketing plan for a healthy product or lifestyle (being more active, quitting smoking, etc.).
• Who is the audience? • What products are being advertised? • What techniques are the advertisers using?
• Identify your target audience. • Decide what messages and images will appeal to the audience. • Plan how to market the product or program. What TV show, radio station, magazine, Internet site, text message, giveaway or celebrity endorsement will you use?
3
Create a commercial or ad for the product. • Write the script or words for the ad. • Gather the images (illustrations, photos, clip art, etc.) you will need. • Produce your ad. Tape it, film it, draw it, download it – whatever! • Present your ad to the target audience. Are they convinced?
Newsworthy Another way to promote your heart health idea is through the news. Create a news story (TV, radio or print) and present it to your audience. Feeling extra creative? Develop a whole half-hour program with news, ads and features!
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H E A R THEALTH
CROSSWORD 1
2
1
2
3
3
4
5
4
5
6, 7
6
7
8
Down: 1 Your heart pumps this around your body. 2 Fish, meat or beans all contain this important nutrient. 3 Playing sports and riding your bike are ways to make sure you stay ________. 4 Eating this along with your vegetables is part of a healthy diet. 23
5 Do this to get exercise and have fun while you’re listening to music. 6 Winter’s coming! Time to get out your skates for this fun sport. 7 The solution is clear! Drinking this will keep you healthy and hydrated.
Across:1 Logos 2 Radio; 3 Media; 4 Magazines; 5 Lungs; 6 Secondhand; 7 Heart; 8 Advertising
1 You may find these ads on your clothes. 2 TV, ______ and print are all places that you’ll see, hear or read ads. 3 TV, 2 across, and newspapers are all forms of this. 4 These have lots of glossy, colourful pictures - mostly ads! 5 Keeping active and not smoking will keep these important organs healthy. 6 The kind of smoke you inhale, even when you’re not smoking!
7 This organ keeps you ticking. 8 Commercials and billboards are forms of _______.
Down:1 Blood; 2 Protein; 3 Active; 4 Fruit; 5 Dance; 6 Hockey; 7 Water
Across:
WHAT A Deal! Create a crazy story. Ask your friends for the kind of word shown below the lines, but don’t let them see the story. Write the words in the blanks. Then read the story back. How does it sound? It was Saturday afternoon, and ________________________ were at the mall. They had spent the morning [names of three kids] ____________ . _________ had bought a _________ , and _________ had bought six __________ . “I’m hungry,” [object [name 2] [objects] [-ing verb] [name 1] said _________ . “Us too!” said _________ and _________ . “Let’s check out that soup and salad bar – that’s a good [name 3] [name 1] [name 2] place for a healthy lunch,” said _________ . [name 3] As they walked, they were hit by the smells of ________________________ . “What’s this place?” asked _________ . [name 1] [type of fast food] “It’s that new fast food place, __________________ ,” said _________ . The three friends looked up at the new [name 2] [fast food name] restaurant. _________ lights were flashing. A guy dressed like a ____________________ handed them discount [colour] [circus performer] coupons. “Look, you can get a ___________________________ and a large _______________ , all for [sugary drink] [fast food], [salty snack] ______________ !” said _________ . “What a deal!”“I could eat all that for sure, and I love ______________ !” said [fatty snack] [cheap price] [name 1] _________ . They started towards the counter. But _________ stopped. “Wait, guys!” she said. _________ and [name 3] [name 1] [name 2] _________ stopped. “It might be a good deal, but this food isn’t very healthy. There aren’t any fruit or milk [name 2] products, and there’s tons of fat and sugar.”“The salad bar isn’t that expensive, and you get to choose what you want,” said _________ . “And you can get ____________ and ___________________ – my favourites!”“And it’s [name 2] [vegetable] [salad ingredient] healthy and fresh. I love the ________ with ______________ for dessert,” said _________. They turned away. [fruit] [dairy food] [name 1] “Wait!” said the ____________________ . “Fast meals! Great deals!” The friends looked at each other. “Sorry,” they [circus performer] said, and headed for the salad bar.
www.heartandstroke.ca 1-888-HSF-INFO (1-888-473-4636) The Heart and Stroke Foundation thanks CIBC for providing funds to make the production of this magazine possible. This support does not imply an endorsement by the Foundation of the products or services of CIBC. HP4403E