Background

H i s t o r y

California Project LEAN (Leaders Encouraging Activity and Nutrition) was one of ten programs nationwide selected as part of the Henry J. Kaiser Family Foundation's 1987 public awareness campaign to promote low-fat eating. During California Project LEAN's first phase (1989-91), the Bay Area Cancer Coalition, California Beef Council, California Department of Health Services and Safeway, Inc., collaborated on a lean-meat nutrition education/media campaign. The results were astounding: 15,000 more consumers per week bought the lower-fat meats and one million shoppers were reached through the media campaign, which included a month-long series on KPIX-TV in the San Francisco Bay Area.

In 1991, the California Department of Health Services assumed leadership of California Project LEAN and expanded its reach by funding regional programs across the state. California Project LEAN is administered by the California Department of Health Services and the Public Health Institute with funds from the California Nutrition Network, Cancer Research Section of the California Department of Health Services, Centers for Disease Control and Prevention, federal block grant, and The California Endowment.

C u r r e n t l y

California Project LEAN works with state and local physical activity and nutrition leaders to conduct programs in communities throughout California. Project LEAN funds 12 regional offices that are housed within local health departments, community-based organizations and other local agencies. California Project LEAN's Statewide Steering Committee includes health, university, industry, and non-profit representatives who serve in an advisory capacity. The following details California Project LEAN programs.

F o o d   o n   t h e R u n

California Project LEAN's Food on the Run program is dedicated to increasing healthy eating and physical activity among underserved adolescents. The program focuses on strengthening individual skills and knowledge while also working to influence the high school community and its school-based policies and environment to increase access to healthy foods and physical activity options. Food on the Run works with teens, parents, community members, and local policymakers to educate them on the importance of healthy eating and physical activity, and engage them in developing supportive policy solutions using Playing the Policy Game, Jump Start Teens, and other resources.

C a l i f o r n i a   B o n e   H e a l t h   C a m p a i g n f o r
L o w - I n c o m e   L a t i n o   M o t h e r s

While the prevalence of osteoporosis in the U.S. is highest (21%) among non-Hispanic white women,16% of Mexican American women have osteoporosis. In an effort to improve the bone health of Latinas and their school-age children, the California Bone Health Campaign promotes the consumption of one extra serving of lowfat milk for low-income, Spanish-language dominant Latino mothers and their children. This social marketing campaign utilizes a paid Spanish-language radio and public relations campaign, taste-tests of lowfat milk at grocery stores, and a promotora program that trains lay community health workers to lead education sessions for members of the target audience.

C a l i f o r n i a N u t r i t i o n   N e t w o r k

In 1997, California Project LEAN was established as the California Nutrition Network's (Network) lead agency for community outreach. The Network is a social marketing campaign for healthy eating and physical activity among lower income families. California Project LEAN works with 12 regional coordinators to promote campaign messages through the media, grocery stores and other community channels

C o m m u n i t y - B a s e d   S o c i a l   M a r k e t i n g

California Project LEAN Regional coordinators also develop and implement community-based social marketing plans that promote behavior change at the local level, are driven by the target audience, and involve local coalitions in the decision-making process. Nine Project LEAN Regions are promoting increased fruit and/or vegetable consumption and one Region is promoting lowfat milk consumption.

C a l i f o r n i a   O b e s i t y   P r e v e n t i o n   I n i t i a t i v e

California Project LEAN is a lead partner on the California Obesity Prevention Initiative. The mission of this initiative, which began in Fall 2000, is to reduce the life-long risk of obesity and overweight and the associated health risks by intervening with California youth.


	H i s t o r y California Project LEAN (Leaders Encouraging Activity and Nutrition) was one of ten programs nationwide selected as part of the Henry J. Kaiser Family Foundation's 1987 public awareness campaign to promote low-fat eating. During California Project LEAN's first phase (1989-91), the Bay Area Cancer Coalition, California Beef Council, California Department of Health Services and Safeway, Inc., collaborated on a lean-meat nutrition education/media campaign. The results were astounding: 15,000 more consumers per week bought the lower-fat meats and one million shoppers were reached through the media campaign, which included a month-long series on KPIX-TV in the San Francisco Bay Area. In 1991, the California Department of Health Services assumed leadership of California Project LEAN and expanded its reach by funding regional programs across the state. California Project LEAN is administered by the California Department of Health Services and the Public Health Institute with funds from the California Nutrition Network, Cancer Research Section of the California Department of Health Services, Centers for Disease Control and Prevention, federal block grant, and The California Endowment. C u r r e n t l y California Project LEAN works with state and local physical activity and nutrition leaders to conduct programs in communities throughout California. Project LEAN funds 12 regional offices that are housed within local health departments, community-based organizations and other local agencies. California Project LEAN's Statewide Steering Committee includes health, university, industry, and non-profit representatives who serve in an advisory capacity. The following details California Project LEAN programs. F o o d o n t h e R u n California Project LEAN's Food on the Run program is dedicated to increasing healthy eating and physical activity among underserved adolescents. The program focuses on strengthening individual skills and knowledge while also working to influence the high school community and its school-based policies and environment to increase access to healthy foods and physical activity options. Food on the Run works with teens, parents, community members, and local policymakers to educate them on the importance of healthy eating and physical activity, and engage them in developing supportive policy solutions using Playing the Policy Game, Jump Start Teens, and other resources. C a l i f o r n i a B o n e H e a l t h C a m p a i g n f o r L o w - I n c o m e L a t i n o M o t h e r s While the prevalence of osteoporosis in the U.S. is highest (21%) among non-Hispanic white women,16% of Mexican American women have osteoporosis. In an effort to improve the bone health of Latinas and their school-age children, the California Bone Health Campaign promotes the consumption of one extra serving of lowfat milk for low-income, Spanish-language dominant Latino mothers and their children. This social marketing campaign utilizes a paid Spanish-language radio and public relations campaign, taste-tests of lowfat milk at grocery stores, and a promotora program that trains lay community health workers to lead education sessions for members of the target audience. C a l i f o r n i a N u t r i t i o n N e t w o r k In 1997, California Project LEAN was established as the California Nutrition Network's (Network) lead agency for community outreach. The Network is a social marketing campaign for healthy eating and physical activity among lower income families. California Project LEAN works with 12 regional coordinators to promote campaign messages through the media, grocery stores and other community channels C o m m u n i t y - B a s e d S o c i a l M a r k e t i n g California Project LEAN Regional coordinators also develop and implement community-based social marketing plans that promote behavior change at the local level, are driven by the target audience, and involve local coalitions in the decision-making process. Nine Project LEAN Regions are promoting increased fruit and/or vegetable consumption and one Region is promoting lowfat milk consumption. C a l i f o r n i a O b e s i t y P r e v e n t i o n I n i t i a t i v e California Project LEAN is a lead partner on the California Obesity Prevention Initiative. The mission of this initiative, which began in Fall 2000, is to reduce the life-long risk of obesity and overweight and the associated health risks by intervening with California youth.
Public Health Institute	Chronic Disease and Injury Control