By Crystal Swann
June 27, 2005

For the ninth consecutive year, the Health Luncheon and Forum opened the Annual Meeting of The United States Conference of Mayors. Presided over by Richmond (CA) Mayor Irma Anderson, Chair of the Standing Committee on Children, Health and Human Services, the luncheon brought specific focus to the growing national obesity epidemic with the federal government and the private sector ready to work with the mayors to turn this epidemic around.

CDC: Long-Time Partner

All efforts to promote physical activity and good nutrition to address obesity are part of the Conference of Mayors Healthy Cities Campaign, conducted under a cooperative agreement with the Centers for Disease Control and Prevention (CDC). The CDC cooperative agreement also includes the nine-year-old Cancer Awareness Program that serves as a model for mayors to use in advocating good health. Anderson expressed Conference of Mayors appreciation for CDC's continued support.

Lead by Example

In his opening remarks at the luncheon, outgoing Conference President Akron (OH) Mayor Don Plusquellic touched on a reoccurring theme throughout Friday's Health Forum of the greatest contributions that mayors can make to public health is to use their own health failings or successes as examples. "We all know that lack of exercise and (too much) eating puts us at risk, but we keep doing it." He urged mayors to use every opportunity to promote good health to their constituents, a recommendation strongly endorsed by Conference Vice President Long Beach Mayor Beverly O'Neill.

Cancer Awareness Program as Model

Anderson pointed to the success of the Conference of Mayors Cancer Awareness Program, which includes the Mayors' Campaign Against Breast Cancer and the Mayors' Coalition for Prostate Cancer Awareness and Education. With 260 mayors as local advocates for awareness and screening of various cancers, the Cancer Awareness Program is an example of the impact that mayors can have on a public health issue. In the coming year, the Conference of Mayors will emphasize Screen for Life, CDC's national colorectal cancer action campaign, because persons diagnosed with this disease early have a good chance of being cured.

Conference Executive Director Tom Cochran spoke of the incredible influence that mayors have had in promoting cancer awareness during the past nine years, with those who are cancer survivors able to give a special message on the importance of early detection. Cochran said that health is understandably a personal matter, but noted that, when mayors go public with their cancer, they really help others.

AstraZeneca: Cancer Awareness Partner for Nine Years

AstraZeneca Pharmaceuticals, LP, is a private sector partner that has worked with the Conference of Mayors to promote cancer awareness for almost a decade. Johan Hoegstedt, AstraZeneca's Vice President for Oncology and Specialty Care, told the mayors that his company takes pride in its nine-year sponsorship of the Health Luncheon and Forum. Moreover, AstraZeneca's support for the mayors' audio Public Service Announcements for breast and prostate cancer awareness, reaching millions over the years, are another source of pride for his company.

In addition to working with the mayors to promote cancer awareness, AstraZeneca has also collaborated with cities throughout the country on respiratory screening, mental health, and building urban parks.

In explaining AstraZeneca's philosophy toward health care, Hoegstedt explained it is not enough to make great medicine. "We must also make great medicine accessible to people in need. To that end, AstraZeneca's Patient Access Program has made medications available to indigent persons for 25 years, with 800,000 persons served in 2004," he added.

CocaCola: Partner for Recognition of Mayors

Realizing that mayors are leaders in advancing health and wellness in their cities, CocaCola is developing a program with the Conference of Mayors to recognize and showcase mayoral best practices, as explained by Karyn Dest, State Government Relations Manager for the CocaCola Company.

Dest described a new health promotional program, Live It, that CocaCola is undertaking with its bottling partners throughout the country. In tandem with cities and schools, Live It promotes healthy lifestyles for children through physical activity and nutritional education. In addition to working with the Presidents' Council on Physical Fitness and other health entities, Live It draws on inspirational personalities, such as Lance Armstrong, to encourage children to stay physically fit and eat well.

Dest also presented CocaCola Zero (no calories) and a new Diet Coke that retain the taste of the real coke. Anderson remarked that if we want to reach youth to halt the childhood obesity epidemic, it is important to work with companies like CocaCola.

RWJ Foundation: Partner to Reduce Childhood Obesity

The Robert Wood Johnson (RWJ) Foundation has awarded a grant to the the Conference of Mayors to work with the mayors on RWJ's goal of halting the increase of childhood obesity by 2015. Dwayne C. Proctor, Ph.D., Senior Communications Office for the RWJ Childhood Obesity Team, told the mayors that they are change agents and can do much to promote the healthy eating and physical activity that children need for maintaining a normal weight.

RWJ is concerned about obesity in children. They are now being diagnosed with chronic diseases such as type 2 diabetes and hypertension that used to be adult conditions. This is the first generation of America's kids who may live sicker and die younger than their parents, according to Proctor. Accordingly, RWJ's focus is upon working with children three to twelve years of age, particularly African Americans. Proctor said that in order to achieve this objective, it is necessary to work with the schools, not an easy task given the many demands placed upon them. Providing opportunity for physical activity and good nutrition is just as important for after school hours as during the school day.

Encouraging the mayors to take on the obesity issue, Proctor said that Harvard University conducted a poll in 2003 showing that two thirds of the public believe government should be involved in providing physical activity. Proctor added that mayors have a special role to play because of the decisions they make about transportation and land development, e.g., whether there will be sidewalks, where parks will be located, and modes of transportation.

Proctor cited RWJ's promise to be stewards of private resources to be used for the public's good and to help the most vulnerable in our society. He called upon the mayors to support the RWJ motto for helping children: We will make a difference in their lifetime.

Kraft Foods: Partner to Reach Latinos

With a majority of adults and a growing number of children at unhealthy weights, Kraft Foods has long recognized the need for physical activity and appropriate nutrition, as reported by Patricia Lara Garza, Associate Director for Focus Giving. Realizing that Latino children are at great risk for obesity, Kraft joined with the National Latino Children's Institute to create Salsa, Sabor y Salud Healthy Lifestyles, a culturally-based program that roughly translates into Food, Fun and Fitness. Focusing upon families and children three to twelve years of age, the central component of this effort is a curriculum kit with games, guides, songs, and strategies that are easy and fun to use.

What makes Salsa, Sabor y Salud a best practice is that it starts with the values of the Latino culture, working within the context of the extended family. The program uses science-based principles in a culturally relevant format, which keeps bringing the family into the program.

The University of Illinois is evaluating Salsa, Sabor y Salud that is to be adapted to Latin America.

Salsa, Sabor y Salud is part of Kraft's global obesity initiative that involves: 1) changing marketing practices; 2) reformulating portfolios; and 3) working with government leaders.

Value of Working with Private Partners

Host Chicago Mayor Richard M. Daley concluded the session by emphasizing the value of working with the private sector. The Robert Wood Johnson Foundation, CocaCola, Kraft, and AstraZeneca provide jobs in cities and work with mayors to create solutions to problems. Daley commended the Conference of Mayors for having had the vision to stand with the business community in expanding opportunities for cities.