FIRST 5 LA COMMISSION APPROVES $41 MILLION TO FIGHT THE CHILDHOOD OBESITY EPIDEMIC

The Commission is allocating $41 million to two countywide programs that will expand current nutrition efforts, increase physical activity among young children and help reduce the obesity epidemic among nearly 1 million children 0 to 5 and their families in L.A. County.

"Childhood obesity is jeopardizing the future health and well-being of our county's children," said First 5 LA Commission Chair and Los Angeles County Mayor Michael D. Antonovich. "Through public-private partnerships, countywide integrated service delivery, public education and substantive policy changes, we can effectively address this serious problem."

Obesity during childhood is linked with numerous health risks, including diabetes, high blood pressure, elevated cholesterol and asthma, as well as a reduced quality of life associated with social marginalization and discrimination, according to First 5 LA. If the epidemic is not reversed in Latino and black communities, one out of every two children born will develop diabetes.

"We want to ensure that children in L.A. County maintain a healthy weight," said Evelyn V. Martinez, chief executive officer for First 5 LA. "Our funding will be used to help establish healthy lifestyles for our youngsters and their families though training and education on the critical need for nutritional food choices and increased physical activity to help prevent the devastating health risks of childhood obesity."

The four-year allocation will support a $35 million public-private partnership to implement a community-based public education and skills-building project. The purpose is to increase community capacity for promoting healthy dietary practices that can be sustained after funding has ended. Another $6 million will be used to improve nutrition and physical activity in both licensed and license-exempt child care centers.

A previous First 5 LA investment in the Sesame Street Healthy Habits for Life pilot study for child care providers will also be expanded. The study includes resources to help improve children's eating and physical activity patterns for healthier lifestyles.

The First 5 LA-funded skills-building efforts will involve partnerships with community-based organizations to deliver culturally-tailored nutrition education.
Also, various county departments will participate in the project by integrating nutrition education into existing programs serving young children and their families.

Additional partnerships will include local grocery stores and markets, as well as local fast food and other restaurants, to encourage healthier options and smaller portions on children's menus.

Designed to reach underserved populations, the public education campaign will use a variety of media channels to promote healthy eating habits with smaller, age-appropriate portions while discouraging the consumption of soda and other sugary beverages.

Among the specific campaign goals are a 10 percent relative decline in the obesity rate among children 5 years and under, at least 300 local restaurants offering and promoting healthier children's meals and at least one large fast food restaurant chain that reduces junk food marketing to young children.