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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>

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