EAT THINK DRINK: Healthy People, Healthy Planet - Peggy Liu Keynote Presentation

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Peggy Liu @shanghaipeggy


Why do we need food education for young kids? 4

Loneliness Obesity & diabetes, other food illnesses

One simple intervention can tackle multiple societal challenges

Greenhouse gas emissions

Unwell food supply on land and in seas

Sick labor force Healthcare burden Need for innovative core education

Damaged soil and water health

Sustainable consumption

“Food Education Is the Single Most Effective Intervention to Achieve All 17 of UN Global Goals� - David Nabarro, special adviser to UN Secretary-General on the 2030 Agenda for Sustainable Development and Climate Change


People’s Health, National Security, the Earth are in crisis Burdens of our bad food choices

Worldwide obesity tripled between 1975 and 2016 and is a rising epidemic. Diabetes will be the world’s 7th killer by 2030 & threatens to bankrupt healthcare systems. Sugar addiction is adversely affecting brain development and school performance in students.

An obese American incurs an average of $1,429 more in medical expenses annually

1/3 of the world’s food is wasted, turning into deadly greenhouse gases and filling landfills.

Costly loss in labor productivity from sick days and for family care.

Food systems are 30% of all greenhouse gases. Beef alone is 15%.

Weakened elderly care capacity from lower life expectancy and quality of life affects pension funds. TM

People’s Health, National Security, the Earth are in crisis Burdens of our bad food choices

58% of Hawaii adults are overweight or obese. (40.8 % Native Hawaiians)

Hawaii State spends ~ $470M on obesityrelated medical costs.

Hawaii wastes 25% of food (356 pounds per person per year).

600,000 Hawaiians (1 in 3) are living with prediabetes or diabetes. (9 Aloha stadiums)


Mandated Food Education Effective in Reducing Obesity Rates Japan and Korea has the lowest obesity rates in the world US



No Food Education

Mandatory Food Education in grades 5-12. Schools can elect to start earlier in grade 1.

Mandatory Food Education in grades 1-9

100M People Have Diabetes or Prediabetes

7.6% Population Has Diabetes

8% Population Has Diabetes

23.8% Adults Obese and Overweight

33.4% Adults Obese and Overweight

2% Children (under 5) Overweight

6% Children (under 5) Overweight

70.7% Adults Obese and Overweight 9.4% Youth Overweight


Food education is also the easiest way to engage citizens in climate action

What’s good for bodies is happily also good for the Earth


Why focus on kids ages 4-9? "We can't have a generation of healthy adults until we raise a generation of healthy children." – Mark Bittman, Food journalist and author of “How to Cook Everything”

q Teach kids before they become addicted to ultraprocessed sugary foods. q Still eager to emulate their parents’ social skills such as growing, preparing, sharing food with love. q Adults are hard to influence until they become concerned parents



Food Heroes integrated behavior change program for kids 12

play TM

The Food Heroes game Learn to play. Play to learn. 5 Food Heroes

“Food Heroes’ kid-friendly, appealing, and play-based approach is exactly what is needed to engage, educate, and equip our children to both live healthier lives and become globally responsible citizens.” – Laura Jana MD FAAP, Pediatrician, Director of Innovation, University of Nebraska, College of Public Health

… help kids achieve 3 quests … by conquering 16 challenges … in Food Heroes Adventure Land … aided by Food Heroes Power Up Packs … and Food Heroes Secret Codes to decipher dishes into “Superboost”, “Sidekick”, “Caution”, “Runaway”. Kids who master these quests become Food Heroes who know how to grow, prepare, and share food with love and respect for their bodies and the Earth. 14

learn TM

Food Heroes: the first food education program for kids designed to integrate nutrition and sustainability .

Earth-friendly diet recommendations

Family games at the dining table, popup events

Year-long weekly challenges in class

Training for practitioners



Comprehensive Curriculum Covers Personal & Planetary Health Food Heroes can grow, prepare, share food with love for their bodies and the Earth

Food Fuels My Mind and Body

Fill Up My Food Tank I’m a Poo Detective Chomp Chomp Yum Don’t Be Gross Share Food, Share Love

Real Food and Exercise Make Me Healthy and Happy

Love My World With Every Bite

Eat This First

Where Did This Come

Eat a Rainbow Every Day


Super Food, Super Me

True Cost of My Meal

Real Food, Fake Food

Dig For Treasures Nearby

Sneaky Sugar

Fishy Business

Boost Your Body

Waste Not, Want Not TM


eat TM

Food Heroes Secret Codes Helps Kids Decipher Dishes

Embedded in these Secret Codes are the Food Heroes dietary guidelines for an Earth-friendly, healthy diet. Uses the latest nutritional and sustainability research.



1) Dishes, not food types 2) Directive versus prescriptive


run away



Food Heroes engagement has been proven in China Now we are offering it to other countries

300 Global Experts







100 Teachers



Knowledge + Emotion = Action ü Maximizing motivation with gamification techniques

ü Using kidspeak instead of expert jargon

ü Engaging students with play-based activities

ü Creating emotional attachment to our Food Heroes

ü Filling teachers and parents with pride to learn the latest dietary recommendations from trusted experts globally

ü Providing kid-level decision-making tools



Integrated action plan for healthier children 22

Food Heroes Integrated Game Campaign

Multiple repeated interactions during a child’s day, in different settings HOME

52 Food Heroes 2-min interstitial TV animated shorts

Food Heroes Mobile app community learning


40 weekly classes for kindergarteners (Year-long Quest)

52 Food Heroes 2-min pre-class animated shorts

Teacher training platform and hotline - Online & offline


Chef cooking videos tied to grocery store scavenger hunts

Employee Food Heroes Family Days

Popup arcade booths at groceries, malls, playgrounds

Food Heroes healthy kids meals & games at restaurants

Waiting room kids’ activities for Health Clinics


Elder Circles led by trained Parent Ambassadors

12 monthly home subscription Power Up Packs

Sugary drinks tax 20-50%

Ultraprocessed foods tax > 20%

Food labels to highlight added sugars

Health insurance discount for trained families

Nutrition teachers in all schools. Certified by Food Heroes

Adventure Land dining area toys. Retail promotions

Mobile bus classrooms

Adopt a Teacher for training, Provide classroom materials

Food Heroes Characters and Animated Shorts

Creating an emotional attachment to the storyworld of healthy food


Food Heroes Monthly Subscription Boxes “Power Up Packs” Turns a dining area into a Food Heroes “Adventure Land”


Learn to Grocery Shop Like a Food Hero Find ingredients for recipes; read food labels; avoid excess packaging & food waste



Corporate gifts for clients and employees with children

Food Heroes Arcade Booths for Popup Events

Captivate kids attention at supermarket & restaurant, employee family days


Sugary Drinks Tax >20%

Shown to reduce consumption; raise money for food education In a 2016 report “Fiscal policies for Diet and Prevention of Noncommunicable Diseases,” WHO recommended 20% or more sugary drinks taxes. Sugar is the most addictive drug. 70% of all added sugar is in sugar-sweetened beverages. Every 150 calories in soda leads to 11 fold increase in diabetes.

Mexico Dr. Juan Rivera Dommarco Founding Director of the Center for Research in Nutrition and Health at the National Institutes of Public Health says “60% of children in Mexico under 2 years consume daily sugar sweetened beverages. Then they go to school and choose sugary beverages. 65% of Mexicans eat more sugar than WHO upper threshold. 70% of all added sugar is in sugar-sweetened beverages. After 2 years of a 10% sugary drinks tax, consumption reduced by 7.5%. Taxes do work, and they provide revenue that can be used for the prevention of obesity and support sustainable food systems.” 30

Ultraprocessed Foods Tax >17.5%

Reduces consumption; raise money to subsidize vegetables Eating rapidly digested ultraprocessed foods creates more hunger and strong brain cravings which are hard to fight with willpower. In the US, 2/3 of all calories are from processed foods (57% of which are ultraprocessed). And 90% of their added sugar in diets.

Mexico Dr. Juan Rivera Dommarco Founding Director of the Center for Research in Nutrition and Health at the National Institutes of Public Health says “Mexico is one of the world’s most overweight countries. 58% of Mexicans eat food with a barcode on it. 25% of calories is from ultraprocessed foods! Previously, the MesoAmerican diet (beans, fruits, veggies) was healthy. Today, Mexico has in place a 8% tax on ultraprocessed junk food. This has resulted in 5.5% reduction in purchases.”


The team behind Food Heroes 32

Held first ever US-China Clean Energy Forums starting in 2007.

Food Heroes is an initiative of JUCCCE JUCCCE has been at the heart of the greening of China since 2007. We specialize in catalyzing societal-scale change, focusing on the link between personal and planetary health. Since 2007, our social enterprise has convened diverse stakeholders to reduce the impact on the Earth from energy production, urbanization, and consumption. This has led us to work on the biggest environmental impact of all- changing the foods we choose to eat.

Thanks to JUCCCE expert forums in 2007-2009, China committed $7.2B to implement Smart Grid across China by 2020. Catalyzed ecocity concept in China in 2008: JUCCCE trained over 1000 mayors in sustainable city development. Catalyzed shift to energy efficient lighting across China by swapping 130,000 incandescents for free CFL lightbulbs in 8 cities. Held China Dream co-creation workshops to embed respect for environment in national identity. “China Dream� becomes national slogan in 2012. Food Heroes initiative launched in 2013. Reached over 1M kids across China.


Walter C. Willett, M.D., Dr. P.H., is the most cited nutritionist internationally. He advises Food Heroes on dietary recommendations, along with many other esteemed practitioners and scientists. He was the chair of the Harvard T.H. Chan School of Public Health department of nutrition from 1991 to 2017. Dr. Willett has focused much of his work, 1700 papers, and books over the last 40 years on the effects of diet on the occurrence of major diseases.


Gamification for continual motivation

Octalysis - the world #1 gamification framework This framework, developed by Yu-kai, identifies the 8 Core Drives motivating people to take action.

World-renowned gamification expert Yu-kai Chou and his Octalysis Group team have worked with Food Heroes in-class curriculum and teacher training to continually motivate kids while scaffolding through the year-long weekly classes. In 2015 and 2017, Yu-kai was rated #1 among the “Gamification Gurus Power 100” by RISE, and was awarded “Gamification Guru of the Year Award” 35

Character development and animation Terry Thoren is the CEO of Wonder Media a producer of animation for the Global Institute for Habits of Mind, the Betty Ford Center Children’s Program, Girl Scouts USA, the Barbara Sinatra Children’s Center, the Hero in You Foundation, the Wyland Foundation, Head Start and WonderGroveLearn. He is the former CEO of Klasky Csupo, the company that produced the Simpsons, Rugrats and The Wild Thornberrys. He oversaw the production of $600 million of animation for Nickelodeon and Paramount. Wondermedia.TV


Pyschologist, playologist, storyworld creator Denise Chapman Weston, founder and Director of Imagination, Apptivations. A trained psychologist and world-leading playologist, she holds 125 patents and has developed story-rich play and immersive technology now found at major theme parks and family entertainment facilities worldwide including Six Flags, Universal Studios, Disney, and SeaWorld. With more than 20 years of clinical practice and research in play theory, Denise believes that being engaged in story and technology can have a global impact on us and create social change. 37

Peggy Liu @shanghaipeggy