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Executive Summary

Why? - Compelling, Science-based Rationale

	Mounting evidence indicates that a diet high in vegetables and fruit plays a key role in reducing the risk of cancer and cardiovascular disease, which account for 130,000 deaths in Canada every year.
	The American Institute for Cancer Research and the World Cancer Research Fund, brought together 15 of the world's leading scientists in diet and cancer in order to produce a comprehensive report on diet and cancer prevention. The study concluded that ".consumption of five servings or more of a variety of vegetables and fruit could, by itself, decrease overall cancer incidence by at least 20%."
	In thousands of other studies, researchers have concluded that plant foods can reduce the risk of coronary heart disease, and lower blood pressure and cholesterol.
	The implications of these findings are truly enormous for the quality of life for each and every Canadian, as well as for Canada's health care system.
	It is critical that Canadians be informed through a credible, action-oriented public awareness program.

The aim of the 5 to 10 a day campaign is not only to create awareness, but also to change people's eating habits, within a healthy, active lifestyle.

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	Canadians continue to be extremely interested in nutrition, with 85% considering nutrition important in choosing the food they eat (National Institute of Nutrition, 1997. )
	This is now reflected in grocery stores, restaurants and other food outlets, where fruit and vegetables are playing a stronger role. Healthy eating messages are more common and are positively received.
	Unfortunately, interest in nutrition is not being translated into healthy eating: Only 24% of Canadians eat at least 5 servings of fruit and vegetables a day. (AC Neilsen, 2006) 52% of Canadians are most likely to say they know a great deal about the amount of fruits and vegetables they should eat on a daily basis. (source, Consumer Perspectives on Healthy Eating Summary of Quantitative Research October 2003) Over four out of five Canadian households (87%) have said that they heard about the association of the consumption of fruits and vegetables with the reduction in the incidence in cancer, stroke and heart-related diseases in the media (AC Neilsen, 2006)

How? - The Campaign

	Because the objective of 5 to 10 a day is to elicit behaviour change, the approach used is that of a social marketing campaign, using mass media, community outreach and educational opportunities to assist people in improving their eating habits.
	The campaign emphasizes short and long-term benefits of behaviour change.
	The message is being delivered via a variety of media, including PSA advertising (television, radio and print), brochures, in-store displays, retail grocery flyers, media relations and community outreach to disseminate its message.
	This 1-800 number - 1-888-939-3333 - provided through the Canadian Cancer Society, puts consumers in touch with trained operators who can provide further information, referrals and pertinent literature.
	Regional public health offices also play a vital role in disseminating information and providing literature to their constituents through school boards, public health units, workplace cafeterias and other centres.

	Central to the success of this campaign is the participation and support of the Heart and Stroke Foundation of Canada and the Canadian Cancer Society, who will play vital roles in promoting the importance of vegetables and fruit and healthy eating.
	The Canadian Produce Marketing Association offers a national network of retail grocers and industry members who play an important role in the implementation of the public education strategy.
	Public Health practitioners will also be engaged in the program wherever possible, to allow for grass-roots communication to consumers.

	Health Canada's Economic Burden of Illness in Canada, 1993 states that the total cost of illness, disability and premature death in Canada was $156.9 billion for that year. The cost for cardiovascular diseases was $19.7 billion Cancer costs were estimated at $13.1 billion Reducing the rates of these diseases would save billions of dollars to the health care system. The report recommends "continued refinement of cost-of-illness estimates as well as research, health promotion and disease prevention focused on illnesses with the greatest 'health burden.'"
	The figures speak for themselves. A significant health promotion initiative encouraging Canadians to make one simple change in their diets could produce substantial economic benefits for the country.
	The reduction in personal costs, in terms of pain and lost opportunities, is immeasurable.

The environment for providing a strong health message is excellent: The body of evidence linking consumption of fruit and vegetables to a lower risk of cancer, heart disease and stroke is overwhelming. Trends in food manufacturing, restaurant eating and grocery stores support an increased role for vegetables and fruit. Canadians are receptive to and, in fact, seek out credible messages about healthy eating. Canadians look to Health Canada, the Canadian Cancer Society, the Heart & Stroke Foundation and public health officials as credible source of health information.

The campaign is scheduled to run over a three-year period. Public Service Announcements have been distributed to television and radio stations, and to print media. Materials for health offices, schools, grocery retail stores and dieticians are also being distributed.