Reference no: EM133292405

Case Description

You direct the Healthy Public Policy program for a large municipal public health department that recently has come under fire in a newspaper exposé about contributions from fast

food companies to after­school programs for youth that the city government runs. The exposé highlighted the contributions of Big Boss Burger, a local fast food hamburger chain with 12 locations across the city. Big Boss Burger donates cooking equipment to the city's high priority, afterschool cooking program for 9­ to 11­year­olds. Although the program is well liked by

youth, it is regularly threatened by funding cuts. The chain has recently offered to scale up its annual cash donation to cover all food and equipment costs in exchange for renaming the program "The Big Boss Burger Community Kitchen "and for placing the chain's logo on all signage and promotional materials. The highly successful Big Boss Burger chain is owned by a beloved, self made restaurateur who has spent his entire career in the local food industry. Considered a colorful local personality, he frequently sends Twitter updates that reflect his over­ the top advertising style. One tweet, for example, offered a free sample of the chain's "quadruple bypass" burger to anyone who visited one of the chain's locations within the hour. Media spokespersons for the mayor, meanwhile, have reiterated the community benefits of cultivating positive partnerships with local businesses. They note that only registered public health nutrition staff run the city's cooking programs, while insisting that Big Boss Burger has no influence whatsoever on city policies or youth curricula. The media furor nevertheless has prompted city officials to explore developing a sponsorship policy for municipal child and youth programs. The Medical Health Officer has asked you to prepare a briefing note outlining the key public health considerations that such a sponsorship policy needs to address. You face a dilemma. On the one hand, several years ago your Healthy Public Policy team launched a study of the impact of food and beverage advertising on children. Last year's update on the study to the Board of Health included are commendation that city operated venues and programs avoid commercial advertising of food and beverages targeting children younger than 13 years of age. Thus far, the recommendation has not led to any formal policy changes. Municipal employees partly attribute this inaction to the reluctance of local authorities to act when there are no state or national policies that govern sponsorship or marketing restrictions.

On the other hand, the financially strapped city relies on engagement with the local business community to fund many city run programs, including health education activities. It is also well known that the owner of Big Boss Burger grew up in a local low-income community and frequently volunteers his time at events in his former neighborhood.3

Question

Question 1. ??What key points will you emphasize in your briefing note? How will scientific information from past public health reports and decisions influence your response? How should ethical considerations influence your briefing note?

?Question 2. ??What population groups are you most concerned about with regard to the sponsorship policy? What if the cooking program sponsored by Big Boss Burger was for 14­ to 16­ year ­olds instead of 9­ to 11­ year­ olds? For adults? For children in a high income neighborhood?

?Question 3. ??Does corporate sponsorship constitute food promotion? What benefits to the municipality might be derived from Big Boss Burger's contributions (for example, local economic benefits or having increased public attention and private­ sector support of priority neighborhoods)? How should the public health department weigh these benefits against population health benefits and harms? Consider your response if Big Boss Burger

?(a) Had offered its support without the naming rights request;?

(b) Had instead offered a cash donation to a parents' association supporting the program;

(c) Was an organic, vegan comfort food restaurant; or

(d) Was a large, multinational fast food corporation.

Question 4. ??How will public opinion inform your briefing note? How will you handle the situation given that Big Boss Burger is a highly popular fast food chain and that the owner is a local public personality?

?Question 5. What are (and should be) the roles and responsibilities for various city departments in defining the sponsorship policy? Consider, for example, city departments responsible for public health, parks and recreation, municipal licensing, social services, and economic development.

Question ?6. Let's imagine that you are a parent of two girls, ages 6 and 9 years. In an ideal world, how much food and beverage marketing do you think they should be exposed to? How does your perspective as a parent enter into your professional decisions as director of the Healthy Public Policy program? How about your perspective as a voting citizen or city resident?