Study Background

For the first time in history, the current generation of American children is predicted to have a life expectancy that is lower than their parents! The impact of America’s unhealthy lifestyle is catching up with us and our children are paying the price. Elizabeth Winstead, the Executive Director of Treeswing, has stated that if the current trend continues, that 1 out of every 3 children born in 2000 will have diabetes.  The purpose of this study is to establish a plan of action to begin the process of establishing a grassroots movement to address a set of inter-related health issues related to excessive consumption of high fructose corn syrup and other non-nutritious foods.  Research by Bray (2004) revealed that in the 30 years between 1970 and 2000 that HFCS consumption had increased by 40 times as noted below:

“In the US, the per capita annual average HFCS intake between the years 1970-1974 was only 1.5 lb, with consumption gradually increasing to 27.4 lb in the years 1980-1984.  By the year 2000, the per capital annual average HFCS intake in the US was 62.7 lb” (p. 115).

It is my belief that failure to holistically address and change the social/family, cultural, economic, education, health care, industrial food production, agriculture and political systems will have devastating consequences for humanity. Media will play a key role in a grassroots campaign to set agenda as well as educate and connect individuals and organizations that share the same concerns about these health issues.  Everything learned previously about bonding and bridging will be applied.  These people / organizations are expected to become advocates for the cause.  I intend to network and leverage all prior contacts made during earlier RP1 studies to maximize and accelerate this change action project.  Additionally, the intention is to identify and connect with organizations that influence policy since all three faces of power will need to be accessed to produce systemic change. One such organization is the Center for Science in the Public Interest (http://www.cspinet.org/).  Another is an organization that now has 3 million members called MomsRising with website located at http://www.momsrising.org/.

It is my ambition to have a documentary film developed on this subject.

Study Learning Goals:

• Develop skills at identifying (different types of change agents – i.e. rebels, government legislators, suppliers, advocates, researchers, etc.), qualifying, engaging and collaborating with individuals and organizations who share common health interests as mine or adveraries (i.e. learn to develop a dialogue with Others who don’t share my concerns) – with representation across all three faces of power.  This also means designing conversations that are safe and ensuring that there are no hidden agendas.
• Leverage study in “Using Media for Social Change” to learn from social change professionals and design appropriate media campaigns (ex. websites, BLOGs, documentaries, etc.)
• Apply system thinking to recognize, examine and diagnose the feedback that is either missing or continuing to reinforce the current situation across the many systems involved (ex. education, political, agriculture, health, etc.)
• Learn how to network and build coalitions.  Connect and establish relationships with at least 2 new organizations who are taking action to address the current health issues (this includes connecting with one traditional and one radical).  Also identify and connect with professional organizations (for example, PBS, local filmmakers, etc.) who can help me get my message out as a public agenda.
• Use the power of personal stories to connect people and build community.

Foundational Reading:

• Brownell, K.D. (2004) Food Fight. The Inside Story of the Food Industry, America’s Obesity Crisis & What We Can Do About It. New York. McGraw Hill.
• Critser, G. (2003) Fat Land. How Americans Became the Fattest People in the World. New York. Mariner Books.
• Nestle, M. (2002) Food Politics. How the Food Industry Influences Nutrition and Health. Berkeley. University of California Press.

Supplemental Research:

• Bray, R. (2002) Spin Works. A Media Guide for Communicating Values and Shaping Opinion. USA. Independent Media Institute.

• Campbell, T. C. and Campbell, T.M. (2006). The China Study. Startling Implications for Diet, Weight Loss and Long-Term Health. Dallas. BenBella Books
• Levenstein, H. (2003) Paradox of Plenty. Berkeley. University of California Press.
• Pollan, M. (2002) Botany of Desire. Toronto. Random House of Canada.
• Pollan, M. (2006) Omnivore’s Dilemma. London. The Penguin Press.
• Schlosser, E. (2002) Fast Food Nation. New York. Harper Perennial.
• Shiva, V. (2000) Stolen Harvest. The Highjacking of the Global Food Supply.  Canada. South End Press.

Additional research through the library

• Interview Public Affairs at PCC, Jones Soda, Dairy Producers of Washington, etc.