High-Performance Partnerships - National Academy of Public ...
High-Performance Partnerships - National Academy of Public ...
High-Performance Partnerships - National Academy of Public ...
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5 A DAY FOR BETTER HEALTH PROGRAM<br />
NATIONAL CANCER INSTITUTE<br />
Research shows that a diet rich in fruits and<br />
vegetables reduces the risk <strong>of</strong> cancer and other<br />
chronic diseases. The <strong>National</strong> Cancer<br />
Institute (NCI) and the Produce for Better<br />
Health Foundation (PBH) launched the<br />
national 5 A Day For Better Health Program in<br />
1991. NCI is a federal agency dedicated to the<br />
prevention and treatment <strong>of</strong> cancer and its<br />
causes. PBH is a nonpr<strong>of</strong>it organization that<br />
encourages and coordinates the produce<br />
industry and other private sector activities to<br />
support the program.<br />
The partnership’s goal is to increase an individual’s<br />
consumption <strong>of</strong> vegetables and fruit to<br />
at least five servings daily in an effort to reduce<br />
cancer, heart disease, hypertension, diabetes,<br />
and other diseases. The target audience<br />
includes all U.S. adults who eat 2-3 servings.<br />
The partnership’s immediate objectives are to<br />
increase public awareness <strong>of</strong> the importance <strong>of</strong><br />
eating fruits and vegetables, and inform consumers<br />
on easy ways to incorporate the foods<br />
into their regular eating patterns. These objectives<br />
are accomplished through a communications<br />
campaign that includes public health and<br />
point-<strong>of</strong>-sale interventions in every state and<br />
most U.S. territories. The national program<br />
develops messages for the general adult population,<br />
while individual states target children,<br />
minorities, and low-income populations using<br />
various communication outlets. In an effort to<br />
reduce cancer disparities, NCI is launching a<br />
more targeted effort toward African-American<br />
men age 35 to 50. This population has the<br />
highest rate <strong>of</strong> several chronic diseases, has the<br />
lowest level <strong>of</strong> awareness about the importance<br />
<strong>of</strong> eating fruits and vegetables, and is among<br />
the least frequent consumers <strong>of</strong> them.<br />
Partnership Characteristics<br />
The 5 A Day partnership exemplifies the complexities<br />
<strong>of</strong> working at the national level. Its<br />
mission is very focused, but its organization<br />
FIGURE 3-7<br />
PARTNERSHIP STRUCTURE<br />
NCI<br />
Steering Committee<br />
CDC, ACS, USDA PBH<br />
IHS, DOD<br />
State Health<br />
Agencies<br />
Industry<br />
Coalitions<br />
Food Assistance<br />
Programs<br />
Schools<br />
Faith-Based<br />
Institutions<br />
Worksites<br />
Supermarkets<br />
Foodservice<br />
Target<br />
45 Powering the Future: <strong>High</strong>-<strong>Performance</strong> <strong>Partnerships</strong>