Page 1


To make the Greater Green Bay Area the healthiest community in the nation!

Mission To create environments in the community that support and promote all residents daily in consuming 5 fruits and vegetables, drinking 4 bottles of water, having less than 2 hours of screen time, participating in at least 1 hour of physical activity, and sleeping 8 hours a night.

Table of Contents 2 3 5 6 7

Partner Letter Defining the Issue Farm to School Food System Food Access Equity

8 10 11 13

Active Schools Active Community Community Engagement Key Partnerships

Dear Live54218 Partners, Think of it: an epidemic so powerful it has become the second leading cause of preventable deaths in the country. More than six out of every 10 of us are overweight or obese, impacting our ability to learn, be productive members of the workforce and driving up health care costs for all. But even as Green Bay was labeled one of America’s 10 most obese cities in 2014, efforts that began in late 2010 to combat this epidemic moved forward on multiple fronts. Designation as one of America’s most obese cities only strengthens the resolve of Live54218 and our partners to become a leader in the fight against obesity and to make the Greater Green Bay area the healthiest community in the nation. Armed with your advice, support and encouragement we have focused our efforts on community engagement, partnership development and best-practice or evidence-based strategies for healthy eating and active living at the community level. Our work to date serves as building blocks for even greater, long-term impact. As you will learn in the pages that follow, Live54218 is generating enthusiasm and recognition for efforts to promote active living and healthy eating. Looking to the future, we have strengthened our strategic planning and budget development. We have more closely aligned ourselves with a Collective Impact Framework. And we’re helping to plan and fund significant research on obesity and its impact on our community. We are proud to share with you the 2014 Live54218 Partners’ Report, an overview of our collective accomplishments and partnerships over the last fiscal year. With your help, we have built a tremendous team of staff, volunteers and community partners moving this work forward. As we begin our next fiscal year, we ask you to help ensure this vital work continues. With gratitude,

The Live54218 team

Catherine Smith, BA Community Engagement Specialist

Ashley Ponschok, BS Farm to School Coordinator

Melinda Morella, M.S.Ed. Assistant Director Jen Van Den Elzen, MPH Executive Director

Executive Committee Members John Dye Chair, Community Member Carla Buboltz Wrightstown Community School District Brian Danzinger Green Bay City Council Regan Gurung University of Wisconsin — Green Bay Patty Hoeft Oneida Tribe of Indians of Wisconsin Lori Lutey Schneider National

Gail McNutt Girl Scouts of the Northwestern Great Lakes Amber Paluch Green Bay Press-Gazette Aaron Popkey Green Bay Packers Diane Roundy Schenck SC Sue Weyers Community Member


of adults do not eat five fruits and vegetables each day


of adults do not consume 8 or more glasses of water each day


of adults watch more than 2 hours of screen time each day


of adults did not participate in any physical activity in the last month

The Green Bay metropolitan area was recently named nationally in the top 10 most obese cities in the U.S.

Green Bay has an adult obesity rate of




of adults get fewer than 8 hours of sleep each night

Data collected from representative sample of Brown County residents utilizing the Behavioral Risk Factor Survey (BRFS), February 2014

Obesity trends among children This generation of youth will likely be the first generation in the history of our country to live shorter, sicker lives than their parents. For third grade children in Wisconsin, 17% are obese and one out of three are overweight or obese. In high poverty schools, the rate of obesity increases to 28%. Among local low-income families, 18.4% of two-year-olds and 19.4% of four-year-olds are already at the 95th percentile or higher for BMI, outpacing state and national trends.


of adults are not at a healthy weight.

Physical inactivity, poor nutrition, and obesity rates at all ages are a public health issue locally, contributing to a growing burden of chronic disease. The economic implications both personally and at the population-level are frightening.

An obese individual spends on average $1,429 more per year for medical care than their normal weight peers.


Place matters.

The cost of diabetes in Wisconsin is $6.10 billion annually, totaling a staggering $290 million in Brown County alone.

The health cost of obesity nationwide is as high as $147 billion annually

Studies have shown that where you live and the policy, systems, and environment around you directly influence your health. Physical activity has been engineered out of daily lives. Children are playing outside less, families rely almost solely on cars for transportation, and our communities have been designed in a way that makes it difficult to walk or bike safely to school or work or in some cases even to play outside. Nationwide, the percentage of children walking or biking to school has decreased from 48% in 1969 to 13% in 2009. At $1.44 per person, Wisconsin ranks 9th lowest in the nation for dollars allocated per capita to bicycle and pedestrian projects annually. In Green Bay, only 1.0% of commuters travel by bike and 3.0% walk. The economic implications of a healthier community are dramatic. Although our local population has increased 40% since 1969, there has been only limited public planning to secure fresh, stable, sustainable food supply. Green Bay region consumers spend $1.7 billion buying food each year, and low-income residents spend $36 million in SNAP benefits. If Green Bay region residents purchased just 15% of their food directly from local farmers, this would generate $156 million of new local farm income. Full references available upon request

Live54218 is the sum of our efforts community-wide to transform the Greater Green Bay Area into a place where health is supported. A place where it is easy to eat healthy and be active. Through a focus on strong collaboration and evidence-based strategies - together, we are building a healthier community.

Connecting schools, farms

and the community

The 2013-2014 school year was a success for the Live54218-UnitedHealthcare Farm to School partnership! Through a four-pronged, evidence-based approach, thousands of kids in the Greater Green Bay Area had increased access to locally grown foods, nutrition education and experiential learning through school gardens.

Green Bay Area Public Schools used lettuce grown in the Live54218 Danz Elementary School Garden on over 3,000 sandwiches served during summer school! The Pulaski Community School District became the first SLO Farmers Co-op customer purchasing radishes, snap peas and greens for their summer school salad bar!

Farm to School 2013-2014 Statistics: $11,000 was allocated to school districts to purchase new food service

equipment to ease the processing, storing and securing of locally-grown fruits and vegetables.


$25,000 was spent by school food service on locally-grown fruits and vegetables – keeping more dollars locally and supporting area farmers!

2,900 unduplicated students were reached by 840 Harvest of the Month classroom lessons – highlighting a different locally grown produce item each month and providing valuable nutrition education!

9,350+ fruit and vegetables samples were tried during cafeteria taste tests at schools.

local Buy fresh, buy shopping tips



ragus? Why eat as excpaellent source of aragus is an

ps your

Asp late hel aragus itamin K. Fo od cells and • Wisconsin asp arly folate and v lthy red blo in e body make hea t heart disease. is harvested protects agains summer. bright • Look for firm, ith tightly green stalks w , closed tips. boiled, steamed asparagus baked, grilled, • Avoid limp pears can be oil, • Asparagus s or stir-fried. spears. us with olive alk should auté asparag rowaved s st or s mic agu oast par sh, r • As y side di een with es to • For a health per. be mostly gr or pasta dish ite on the , rice, stir-fry ups salt and pep wh ttle o so a li us t only asparag the white sing for a • Add cooked color and flavor. end – remove . low-fat dres add a boost of hed asparagus spears in use lanc ends before s of • Dip raw or b • Wrap the end ars in a healthy snack. spe asparagus towel, put damp paper and keep in a plastic bag r for up ? ato I need in the refriger s Nutrition Fact uch do ked to five days. ng Size: 1/2 cup coo90g) How m d asparaguals o tor en, purple Servi asparagus ( • There are gre ragus ke qu g oo Servin c is e t 0 Amount Per ½ cup ix spears and white aspa ou try Calories from Fa t s * Calories 20 % Daily Value abou rving. varieties - Can y 0% one se 0% Total Fat 0g them all?

paragus Ways to eat as

Fat 0g Saturated g Trans Fat 0 0% 0mg Cholesterol 0% g 1% Sodium 13m te 4g 7% Total Carbohydra er 2g Dietary Fib

8,000+ families received Live54218 Harvest of the Month

Sugars 1g Protein 2g cium 2% 8% Cal Vitamin A 1 Iron 5% 2% Vitamin C 1

newsletters each month.


AGES 5-12

Recommended Daily Amount of Fruits and Vegetables*

Males 2 ½ - 5 cups Females 2 ½ - 5 cups



Males 4 ½ - 6 ½ cups Females 3 ½ - 5 cups

s food. ls to buy nutritiou nd individua nt income families a in Departme assists low02. the Wiscons , FoodShare blic Health’s vention and call 1-800-362-30 In Wisconsin rtment of Pu ntrol and Pre or r Disease Co d by the CA Depa Visit access. e Centers fo nth produce th funding from th Harvest of the Mo P. Made possible wi . Material adapted from A SNA rvices funding from USD of Health Se alifornia with lthy C a Hea Network for

Building a healthy

food system

School Garden

School Garden Mini-Grants were awarded to four Farm to School sites this year – Aldo Leopold, Danz, Howe and Webster Elementary Schools. Howe Elementary hosted a School Garden Kick-off Event to raise awareness about their revitalized garden. Nearly 100 people attended, and three live spots were featured on the FOX 11 morning show.

SLO Farmers Co-op

A group of committed farmers have transformed into a formalized, legal cooperative with support from an innovative public-private partnership between Live54218 and UnitedHealthcare. Organizing in this way increases the farmers’ capacity to source food to institutions such as schools and worksites. Area schools have already begun purchasing from the co-op, putting locally grown fresh fruits and vegetables on the lunch tray. These purchases will only increase in the years to come!

“Everyone wins with Farm to School. We are grateful to UnitedHealthcare for supporting us in developing a local producer cooperative to enable schools to procure more food locally.” – Valarie Dantoin-Adamski, Full Circle Farm Owner and SLO Co-op Board member

“Students and families being engaged in garden activities throughout the summer months will help them achieve a greater connection to their food source and understand the importance of making healthy food choices.” –Anne Tobias-Becker, Howe Elementary School Social Worker

Increasing food access equity Live54218 secured funding through a grant from the Greater Green Bay Community Foundation (GGBCF) to help farmers’ markets expand and increase use of their EBT programs. •

Last year there was more than $16,000 worth of EBT sales between both the On Broadway and Saturday markets.

This year, EBT also has been expanded to the Oneida Nation Farmers’ Market.

With a month left in the market season, preliminary numbers are showing already more than $13,036 worth of EBT sales and $9,229 in Double Your Bucks for a total of $22,265 to be used by low-income residents for the purchase of fresh, local food at the farmers’ markets.

The GGBCF grant and a donation from UnitedHealthcare have also funded a Double Your Bucks program that matches the first $10 FoodShare customers spend using their EBT card each week at the farmers’ markets. Double Your Bucks can be used to purchase fresh, locally grown produce. •

Double Your Bucks is a win-win - Families have more purchasing power to buy fresh fruits and vegetables, and local growers have more sales opportunities for their produce!

Live54218 is providing technical assistance to De Pere to expand the EBT program to their summer market as well.

“[Before] I didn’t have the money – ever – so I didn’t really want to come down to the market, but now that I can use my EBT card... I had $11 on my card, $10 – now I have $20! I mean, what’s better than that? There’s nothing better than getting fresh produce, fresh vegetables and fruits for your kids.” – Felisha VanCalster, 25-year-old single mother of three and regular farmers’ market shopper

How it works... What is SNAP?

SNAP, also referred to as FoodShare, is a federal nutrition assistance program administered by the USDA. Based on incomes and family sizes, SNAP provides participants with monthly benefits to purchase approved food items.

How does it work?

In Wisconsin, FoodShare benefits are distributed through an Electronic Benefits Transfer (EBT) system using plastic cards that work like a debit card. Funds are electronically transferred from the shoppers’ SNAP accounts into the retailer’s account. With EBT infrastructure at farmers’ markets (traditionally cashonly venues), SNAP participants are now able to more easily purchase locally produced fresh fruits and vegetables.

Why active schools? Children and youth need 60 minutes of physical activity every day to keep them healthy, succeeding in school and to boost their self-esteem and decrease behavioral incidents.

Active Schools: Core 4+ Active Schools: Core 4+ is a set of five school-related strategies to increase student physical activity at key points throughout the day.

The strategies are:

1- Active Physical Education (PE) Minutes 2- Active Classrooms 3- Active Recess/Open Gym 4- Active Before and After School + Family and Community Physical Activity During the 2013-2014 school year, to increase opportunities for physical activity, Live54218 and Foxview staff worked to implement four out of the five Active Schools: Core 4+ strategies with the ultimate goal of finding sustainable ways to increase the minutes of moderate to intense physical activity daily before, during and after school across all grade levels.

The impact:

After implementing Active Schools: Core 4+ strategies, students at Foxview were provided with nearly 70 additional minutes of physical activity per week - that is almost 15 minutes of additional physical activity per day!

Through collaboration with the Greater Green Bay YMCA and the Boys & Girls Club of Green Bay, 30+ after school program site leads were provided with a binder of activities and games designed to get youth moving in both large and small groups. Site leads at five pilot sites reported an average of 90 minutes of additional physical activity each week for students after implementing Active After School strategies during the 2013-2014 school year.

“The activity ideas provided by Live54218 were very beneficial for the students to get them moving in a variety of fun ways other than what they are typically used to. The After School Program staff also benefited from different ways to incorporate new and exciting activities to get kids active.� -Eric Sponholtz, After School Program Site Lead - Boys and Girls Club of Green Bay

Walking and biking to school to build activity into the day Walk to School Day 2013

This past year more than 20 schools participated in our Walk to School Day event. Almost 10,000 students put on their sneakers and headed out the door, walking to school together for the day. Walk to School Day events raise awareness for the need to create safer routes for walking and biking and emphasize the importance of addressing issues such as increasing physical activity, pedestrian safety, traffic congestion and concern for the environment. Made possible with funding

from the Centers for Disease


or more of the student body in five participating schools walked to school!

Control and Prevention

Bike to School Day 2014

Despite some wet weather, parents, families, children and community members laced up and strapped on their helmets on May 7, 2014 to recognize National Bike to School Day. Thirteen schools in six different districts in the Greater Green Bay Area participated in Bike to School Day 2014, impacting nearly 7,000 students. Live54218 collaborated with community partners to coordinate a countywide Bike to School Day effort. Schools were provided with incentives for students who participated, as well as a grand prize children’s bicycle for each school to give away. Many schools incorporated bicycle safety and the importance of physical activity in organizing their events. Some schools even designed challenges that engaged students in daily physical activity leading up to the event. Students in Oneida typically live farther away from their school than most students so Oneida Nations got creative and had their first ever Bike At School Day event. What great dedication!

Wednesday, May 7,


Why Bike? ? Don’t have a bike Fresh air & exercise No Problem! Spend time with friend s & family Lace up and walk Promote safety to school! Reduce traffic It’s FUN!

Aurora BayCare Open Streets 2014 Live54218 partnered to make the second annual Aurora BayCare Open Streets event a success! The event was created around four core values to encourage a healthy active lifestyle, increase community engagement, support area business to fuel the local economy and to build support for broader transportation choices. Hundreds took to the streets in downtown Green Bay and attendees enjoyed a variety of activities along the route which was closed to vehicle traffic and opened for active transportation. Route activities included live music, access to the Saturday Farmers’ Market, a Live54218 activity booth, and more! We had a great time making buttons with the kids, and engaging families about how to live 5-4-2-1-8 each day.

Operation Frogger Live54218 is working with the Green Bay Police Department (GBPD) to make Green Bay a safer place to be physically active! Through a multi-sector workgroup convened by Live54218, strategies are in place to enhance safety for pedestrians to create a more active community. The GBPD is working to address pedestrian safety concerns through an initiative called Operation Frogger. During these “sting” operations, motorists who fail to yield to pedestrians in the crosswalk are cited and provided with education regarding pedestrian law. The stings were conducted by the Green Bay Police Department in conjunction with the City of Green Bay Public Works. Live54218 also connected Ashwaubenon Public Safety with the GBPD to help them conduct their own sting operations in the Village of Ashwaubenon. Live54218 is serving on Bike/Ped Committees and Safe Routes to School Teams throughout the county to support active community design!

“People are more active when they can easily access key destinations such as parks, green spaces, workplaces and stores.Through a multi-sector team facilitated by Live54218, we are working to build a community where it is easy, safe and enjoyable to be physically active.” -Nic Sparacio, City Planner - City of Green Bay

To transform the Greater Green Bay Area into the healthiest community in the nation – we need to engage everyone from individuals to families to agencies to elected officials. With a strong focus on media advocacy and community outreach – we are building a strong network of Live54218 supporters and laying the groundwork for continuous communication between partners.

Since September 2012, Live54218 has earned

111 total media hits

Through speaking with families at events and our promotions we have incurred

Our e-newsletter subscription has grown to

across print, television and radio.

1,535 Facebook likes.

1,230 subscribers. 22 interns

We have housed since September 2012 to not only increase Live54218 awareness in the community, but also provide valuable public health professional development and engage students in the life of the community.

Pictured: 1. Project Play60 participants enjoying Live54218 Yoga for Families at Lambeau 2. Media partner, Green Bay Press-Gazette, publishes monthly Live54218 column. 3. Mayor’s Kids Day event at Leicht Park, June 2014





One of our favorite events from the past year was Zumba® Day by the Bay. Nearly 5,200 people came out to Lambeau Field in an attempt to break the Guinness Book of World Records for the largest Zumba® class. Although the world record was not broken, the 5,000+ shattered the existing national record! The energy at the Lambeau was electric! More than 200 instructors came from all over the area to help lead the class. The event would not have been such a success without the teamwork of more than 20 community partners and countless individuals who were dedicated to putting the Greater Green Bay Area on the map as an active community!

Kids Food Event



This past year Live54218 convened a community committee to execute the 2nd annual Kids Food Event. We were thrilled with what a huge success the event was! More than 330 children and families visited the Children’s Museum of Green Bay to participate. Kids got a chance to sample tasty, healthy food while parents learned tips for making healthy food for their children. Kids also had the chance to explore the museum and participate in a variety of healthy activities provided by a handful of community organizations!

ba® Zu m


y th ay b

yp e Ba

ss Ko n Jen of y s rte cou o t ho


n se an


“Live54218 is committed to engaging our whole community in living healthier lives, and Kids Food event does just that, in an event for the whole family.” e Champion, Award, Chef Ac Kids Good Food Winner of the . ea youth chefs pictured with ar

– Amy Balck, UnitedHealthcare event sponsor

The power of Live54218 is in the broad cross-section of partners that form this movement. From commercial trucking to healthcare to education - our community has invested in this work, both financially and with their time and talent.

Local Municipalities and Tribal Law Leadership Enforcement

School Districts Health Insurance Providers

Private-Sector Businesses

Park & Rec Departments

Colleges and Universities

Hospitals & Healthcare Systems

Chamber of Commerce

Non-profit & Communitybased organizations

Planning Departments Local Health Departments and WIC

Faith-based Organizations

Creating a successful collective impact initiative to solve the issues of obesity, poor nutrition, and physical inactivity requires a significant financial investment: the time participating organizations must dedicate to the work, the development and monitoring of shared measurement systems, and the staff of the backbone organization needed to lead and support the ongoing work. This has required a fundamental change in how funders see their role, from funding organizations to leading a long-term process of social change. We are grateful to our partners and for the grants that Live54218 has received on behalf of our community to continue this work. We hope you will join us as we continue on this path to create and sustain the collective processes, measurement and reporting systems, and community leadership that enables Live54218 to profoundly impact community health.

Live54218 Investors to Date January 2012 - September 2014

$200,000 - $400,000

WI Clearinghouse for Prevention Resources

$100,000 - $200,000

UnitedHealthcare Aurora BayCare Medical Center Prevea Health

$50,000 - $100,000 $10,000 - $50,000

$5,000 - $10,000 $1,000 - $5,000

$100 - $1,000

National Association of Chronic Disease Directors Schreiber Foods Bellin Health Festival Foods Basic Needs Giving Partnership of the Greater Green Bay Community Foundation Schneider National Humana KI, Inc. Schenck SC De Pere Health Department Green Bay Packers Jenstar Yoga Brown County United Way

“The Chamber is proud to have supported Live54218’s development since their inception in 2010 - fostering a collaborative work e n v i ronment and pr oviding administ rati ve an d f i du c i ar y assistance. We see the value in intertwining our efforts to support health, academic achievement and economic development for our community. We look forward to continuing this partnership in the years to come!” - Laurie Radke, President Green Bay Area Chamber of Commerce

Everyone has a role in building a healthier community. Join us and help make the Greater Green Bay area the healthiest community in the nation!

Stay Connected! “Like� us on Facebook

Follow us on Twitter @Live54218 Sign up for our e-Newsletter at

300 N Broadway, Ste. 3A, Green Bay, WI 54303 (920) 593-3407 |

Live54218 Partners' Report 2014