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Meeting Minutes
The President's
Council on Physical Fitness and Sports
(PCPFS)
June 26, 2003
Hubert H. Humphrey
Building
200 Independence Avenue, SW
Washington, DC 20201
Prepared for
PCPFS
Prepared by
Elements in Style, Inc.
15065 Joshua Tree Road
North Potomac, MD 20878
Call to Order, Roll Call, and Introduction of Members
Acting Executive Director Penelope
Royall called the meeting to order at 8:40 a.m. She
welcomed visitors, commended the National Association
of Sport and Physical Education (NASPE) teachers for
working "on the front lines" and making a
difference in children's lives, and thanked other guests
for showing interest in the Council. According to CDR
Royall, the Council needs their help to make Americans
healthier, happier, and more successful.
Council members introduced themselves.
CDR Royall introduced staff members, and Dona Shamburg
conducted the roll call. (See Appendix A, Attendee List.)
Opening Comments
Chairperson Lynn Swann thanked members
for attending the meeting. He said he appreciates their
work, time, effort, and commitment. Mr. Swann reported
that the Council met last year and discussed how to
deliver effective messages to Americans and the "Steps
to a Healthier US." He noted the downward trend
of health in this country, and the rise in levels of
obesity and heart disease. Mr. Swann also addressed
the use of the military as a model (noting that physical
fitness prepares one for traumatic events, increases
the quality of daily life, and increases the energy
to perform jobs); partnerships; and outreach to move
Americans to a better level of fitness. Mr. Swann said
he spoke with National Football League (NFL) representatives
about operating clinics for children and incorporating
the President's Challenge in NFL programs. He also spoke
with Tommy Franks about the military working with the
Council on outreach programs in schools.
Mr. Swann reported that Council member
John Burke did a tremendous amount of work on the President's
Challenge web site. The focus will be to get people
to work out and encourage them to have balance in nutrition
and fitness. He noted that he and Mr. Burke would be
meeting at the White House later in the morning to demonstrate
the web site. Lastly, he said the Council needs to find
more and new ways to deliver the message about physical
fitness.
Update on Council Committees
Programs and Events Committee
According to Mr. Burke, the President's Challenge program
is well known for the test taken in schools (over 6
million take the test). Because many adults have memories
of the program, it is a great branding image to make
America a more fit country. This committee set the following
goals:
- Get 20 million Americans to become active 30 minutes,
5 days a week, over the next 2 years. (This includes
getting politicians, educators, and business people
involved.)
- Increase quality of life.
- Leverage the President's Challenge brand.
- Remove blame from schools and government (because
people need to take responsibility for their health
and fitness).
- Implement a tool that can be used by businesses
and families.
- Implement a no-cost fitness program that is accessible
to all 280 million Americans, regardless of age, gender,
current skill, or fitness level.
Mr. Burke said the Council can move
the concept of a test for kids to a lifestyle of fitness
for all. He described the tag line "You're it!
Get fit!"; target audiences (kids, teens, adults,
and seniors); and statistics supporting the grouping
rationale. He said the groups offer opportunities: There
are 53 million children (plus NASPE teachers can provide
feedback); over 35 million seniors (and many senior
centers to institute the program); over 61,000 businesses
with 20 or more employees (that want help with rising
health care costs); and 6.1 million Boy and Girl Scouts.
Mr. Burke said that the President;
Health and Human Services (HHS) Secretary Tommy Thompson;
and other politicians want to make a difference in the
health of Americans. He then reported that his organization
Trek Bicycle Corporation performed a beta test of the
President's Challenge web program. Of the 1,000 employees,
890 signed up and made the commitment to exercise 30
minutes daily, 5 days a week, for 6 weeks. He said 530
completed the program. He shared success stories and
quotes, and concluded that the program has "lots
of applications" and can make a difference in businesses,
schools, and senior centers.
Outreach Committee
Charles Moore reported on the committee's work: (1)
networking with partners to deliver the Council's message
and (2) establishing a foundation, which could provide
access to private sector funds to advance the mission
of PCPFS and move programs along. He introduced Alicia
McConnell, U.S. Olympic Committee (USOC), who discussed
a survey of potential partners.
Overview of USOC/PCPFS Program
Resource Guide
Ms. McConnell said she feels fortunate in working with
the Council to get more people in sports. Despite USOC's
focus on elite athletes, their members are interested
in developing a pipeline of kids involved in sports.
She commended the attending NASPE teachers and the role
physical education (PE) teachers play in getting athletes
involved in sports.
Ms. McConnell distributed the Program
Resource Guide. Key categories include community-
based organizations (CBOs); disabled sport organizations;
and non-USOC member CBOs. She said the guide is a working
document and some organizations have not been listed.
The guide lists a mission and the number of members
for organizations listed in each category. From this
document, USOC and PCPFS can determine the greatest
opportunities to pursue. For example, Jump Rope for
the Heart reaches 20,000 children in schools and may
be used to get the web site into schools, she said.
Ms. McConnell said the guide is a great opportunity
to involve kids, adults, and seniors in sports. She
noted that USOC and PCPFS are similarly interested in
getting people active throughout their lives. She said
corporate programs will be added.
Visit From the HHS Principal Deputy
Assistant Secretary for Health
Mr. Swann introduced Cristina V. Beato,
M.D., Principal Deputy Assistant Secretary for Health.
He described her responsibilities, interests, and focus.
Dr. Beato welcomed participants to their second annual
meeting. She acknowledged the Council's contributions
toward ensuring a healthy and fit country, the agency
representatives for their efforts to build a healthier
nation, and the NASPE Teachers of the Year for excelling
in their profession and being on the front lines helping
children learn about health and fitness. Dr. Beato said
President Bush introduced Council members to the nation
1 year ago, saying they would reinvigorate the Council.
She thanked the members for delivering and working hard
on developing tools to achieve the fitness mandate and
empower leaders and people to make healthy choices.
She shared the President's belief for Americans (achieving
fitness leads to becoming healthier, and leading productive
lives); his life vision (being physically active, eating
a nutritious diet, practicing preventive behaviors,
and avoiding risky behaviors); and his vision of a health
system focused on disease prevention rather than treatment.
She acknowledged that the latter requires a paradigm
shift since 95 percent of the $1.4 trillion spent for
health care is spent on treatment. Dr. Beato referred
to members as inspirational ambassadors who represent
the nation's diversity.
Mr. Swann called on the Council to
be proactive and aggressive to reach more people. The
web site will create the habit of working out and re-emphasize
the benefits to Americans. He said that lifestyle changes
do not happen overnight and the bulk of results will
not be seen in the first year. The Council's goal is
to lay the foundation to build upon year after year,
and it is well on its way to make things happen by aggressively
partnering with corporate America to get America fit.
Update on Council Committees: Outreach
Committee, Continued
Mr. Moore said the USOC/PCPFS survey
of CBOs, and educational and nonmember organizations
yielded information on membership, audience, program
funding sources, facilities information, and number
of States in the Program Resource Guide. He stated
that the more than 621,000 businesses with 20 employees
(and the 17,000 with more than 500 employees) need to
be addressed in terms of fitness. He cited a New
York Times article on the cost and effects of obesity,
which made no mention of fitness. He acknowledged that
the Council is facing a challenge. He said it needs
to build web use through business, economic, and social
incentives and partnerships. Also, an important Outreach
Committee effort is creating funds to support Council
activities.
CDR Royall acknowledged the difficulties
facing the Council (its small budget and inability to
ask for assistance). She said if there were a contest
for "doing the most with the least," the current
Council would win. CDR Royall also said the possibility
of establishing a National Foundation on Physical Activity,
Fitness, and Sport to supplement the mission of the
Council is being explored and a proposal has been forwarded
to appropriate department officials. Dr. Beato and other
HHS leaders support the idea.
Web Site Overview (presidentschallenge.org)
Tim Dodge, Hanson Dodge (HD), explained
that his branding communications firm helps companies
and organization revitalize and grow their brands and
plans. HD is developing the President's Challenge web
site and will share ideas on how to promote the site;
get public relations (PR); engage corporate partners;
and have council members participate. Sally Siegel,
HD, said the web site is free to Americans and will
show them how to get fit, stay motivated, and create
an exercise habit. (Two changes were made to the program:
The President's Champion bronze, silver, and gold levels
have been added, and the adult and youth categories
have been expanded to enable organizations, groups,
and families to participate.)
According to Ms. Siegel, the initial
screen shows the different target groups (kids, teens,
adults, and seniors). She showed members how to link
to the adults page and how to get started. The registration
does not require a lot of personal information and the
Activity Log requires 6 weeks, she said. The Star Program
keeps track of the points earned and encourages users
to build an exercise habit. Users can personalize their
lists with over 500 activities to choose from, she said.
All types of activities count, positive feedback is
provided, and users can compare their progress with
others in a chosen peer group. Mr. Burke said it takes
less than 2 minutes to log on, find the data, and enter
information. (Users who are logged on for 20 minutes
will receive a gentle reminder to get moving.)
Ms. Siegel said groups (comprised
of two or more people, families, businesses, or neighbors,
for example) are the biggest focus. She explained the
function of a group administrator and the possibilities
of PE classes or sport teams participating and motivating
each other. The program respects privacy, no names are
used. There will be an educator's section including
physical fitness test events and trackers. Reports can
be kept for 7 years and downloaded onto an Excel spreadsheet.
Even people who don't have access to a computer will
be able to participate, she said, and award orders can
be placed online or through an 800 number. Ms. Siegel
explained that customizing participation with large
organizations (for example, Mr. Burke's request to link
awards with the National Governor's Association or the
Ohio Governor) will be possible through back-end programming.
Dr. Richardson stressed that once the word gets out,
local businesses will want to buy in and contribute
to local schools. Ms. Siegel said there will be a Sponsors
Page on the web site.
Following a stretch break led by Denise
Austin, discussion continued. Ms. Siegel said there
will be a "Contact Us" form that will be fed
to one person to answer questions. Ms. Spain said the
web administrators will e-mail questions to Council
members. CDR Royall said Council members will be responsible
for specific regions and serve as contact persons. She
thanked HD representatives and said questions about
the site should be submitted to the Programs and Events
Committee.
Update on Council Committees, Continued
Communications Committee
Staff member Janice Meer reported on publications and
speakers efforts for absentee member Paul Carrozza.
She said that Dr. Richardson was a guest speaker at
the Congressional Fitness Caucus event with BlueCross
BlueShield; described and distributed its "Walking
Works" brochure (which includes the President's
Challenge and was produced by the Council office) and
challenge to employees; and outlined the distribution
plan. Ms. Meer said the Council will also partner with
Kellogg in publishing a guide to help parents create
physical fitness opportunities for children from birth
to age 5. She commended and thanked Council members
for "stepping up to the plate" and participating
in speaking engagements. She asked members to provide
lists of groups they wish to speak to, and she would
work as their agent. (She said a standard briefing would
be unveiled later in the meeting.) Lastly, she acknowledged
the work of HD in providing tools and a style guide
to enable the "branding" of the President's
Challenge.
Implementation Strategies
Mr. Dodge asked members to consider
ways of generating traffic to the web site and spreading
the fitness message to 20 million users that do not
require a budget or solicitation of funds. He suggested
that the Council create a groundswell (while awareness
of and interest in the program are high) by leveraging
media opportunities, corporate connections, relationships
within the Administration, and relationships with schools
and educators.
Ms. Siegel discussed public relations
outreach. The Council should partner with themedia to
generate national publicity and position members as
spokespersons for the President's Challenge, its web
site, and the nation's health. She is working with Ms.
Spain on a media kit, publications list, and media list.
The targeted media include broadcast, print, online,
TV, and radio. And, she specified key publications targeting
families, parenting, women's and men's health, seniors,
teens, and kids. Ms. Siegel also outlined materials
to use: newsletters, press releases about the web launch,
background information on the Council and its members,
programs, tip sheets about getting active, a fact sheet
on the shape of Americans, and photographs of active
people. She said HD will conduct an e-blast to top media
outlets (see the media list in Public Relations Materials,
Appendix B: Handouts); and wants Council members to
identify their interests and availability so that HD
can position them as spokespersons in their region and
pitch localized stories.
Discussion ensued. Council members
suggested doing a satellite broadcast (starting with
the White House); and developing a public service announcement
(PSA) to place in movie previews. Ms. Spain explained
that Bally's has committed to adopting a school, having
a personal trainer take the children through the President's
Challenge, and conducting an awards ceremony as an example
of how health clubs can become involved. CDR Royall
suggested members contact other organizations such as
the Governor's Council and Healthy Ohioans. Others suggested
making presentations for the following: US Olympic Committee
Board Meeting and CBO meetings in October (Pamela Danberg);
Ohio Council, GE, BlueCross Blue Shield (Nick Baird);
hospitals, American Academy of Pediatrics, American
Medical Association (Dr. Richardson); and the organization
of CEOs, Home Depot, organizations listed in the Program
Resource Guide (Ms. Spain). Ms. Austin suggested whenever
members are on a show, they should direct listeners
to presidentschallenge.org. Ms. Siegel said Council
members are the best messengers. "The media will
want to talk about the Council and promoting an active
and fit lifestyle." Mr. Dodge asked Ms. Siegel
to follow-up on members' availability and the best ways
to contact them.
Mr. Dodge directed the discussion
to leveraging corporate connections. He said employers
will want to unite to help overweight workers. He said
the members can respond to corporations that ask how
to get involved and promote the challenge in their communities.
Mr. Dodge then described the benefits to sponsors of
the President's Challenge and the three ways of participating
(group underwriting, community sponsor, and Challenge
partner). (See Appendix B: Handouts). Members discussed
different scenarios, time to earn awards, cost of medals,
and how they could be purchased. It was noted that the
Council will have to confirm trademark and copyright
issues, and CDR Royall stressed that the President's
Challenge memorabilia stands alone (sponsor logos and
brands cannot be placed alongside of the Council seal).
Next Steps
- Ms. Siegel asked members to be available over the
next 30 to 60 days to be able to respond quickly and
easily to inquiries following press releases.
- Mr. Moore said he will feature this program in
a newsletter being sent to 15,000 CEOs and 600 Government
officials in September.
- Mr. Swann said the Chief of Staff and Head of Domestic
Policy were interested in having the White House involved
in the web site launch and would "get back to
us."
- Ms. Spain said the following must be stressed in
speeches and publications: The President's Challenge
is for all Americans (not just for school kids); all
activity counts; and people are responsible for their
own health.
- Ms. Spain said the Council should create partnerships
with organizations like the American Association of
Retired Persons and the American Academy of Pediatrics.
- Dr. Mitchell said members should be on physicians'
national meeting agendas and should also target the
Association of School Superintendents.
- Ms. Spain suggested attending the six conferences
of elementary, middle, and high school principles;
having an exhibit; and ensuring information is placed
in participants' packets.
- Ms. Austin suggested doing a breakfast speech.
According to Dr. Mitchell, Council
members should be presenters (not exhibitors) at national
meetings. Mr. Swann said members have to share the statistics
(for example, $250 billion being spent on obesity and
related illnesses); and continue to deliver the fitness
message, so that when people are ready to make a change,
they have somewhere to go 24/7 (the web site). He acknowledged
that Council members are very busy and explained how
he intends to lead by example: He will talk with groups
and organizations about PCPFS every weekend, whenever
he's working at a ball game. "We have to do a lot
more than we already have to deliver the message."
Lastly, Ms. Spain said she was asked if the Council
could participate in the development of a motivational
video. Mr. Swann said the objective is "to get
it done."
Powerpoint Presentation
Mr. Swann introduced the Council's
Powerpoint presentation in Windows 2001, which can be
tailored for each member and any audience. He said members
can "turn it on and let it run." It is a wonderful
tool to be used when asked to speak locally. He encouraged
members to use it to deliver the Council's message and
reminded them members receive no fees for representing
the Council. He said the Council's web site is www.fitness.gov;
however, the Council wants to brand www.presidentschallenge.org.
Highlights of the presentation included the following:
facts about nutrition; obesity trends; data from the
2001 Behavioral Risk Factor Surveillance Survey; diseases,
conditions, and costs related to overweight/obesity;
statistics on Americans; a Newsweek article;
the impact of television viewing; a message from President
Bush; a Council photo; the four pillars; and a message
from Secretary Thompson. The presentation also includes
the reasons people need to be active; and the chronology,
mission, and vision of the Council. According to Mr.
Swann, members can design and insert slides to show
what they've accomplished and the Council's messageBe
physically active every day!
According to Mr. Swann part of the
reason the nation is becoming more obese is that citizens
have better technology, more conveniences, and increased
success. The Council's job is to encourage them to adjust
their thinking and find other ways to exercise. The
web site is fun, free, and relevant to all Americans.
They can log activities, earn points and awards, track
progress, become part of a group, find fitness resources,
track comparative data over time, and link to other
sites. Mr. Swann said there will be some blanks in the
presentation so that Council members can insert targeted
information; however, the last screen have the presidentschallenge.org
link and a photo of the Council member and the President.
This will ensure that members deliver a consistent,
uniform, and accurate message. Mr. Swann asked members
to obtain clearance on their inserts and Dr. Richardson
recommended that the presentation incorporate more pictures
of adults. (Note: Council members had lunch at 12:22
p.m. and reconvened at 1:05 p.m.)
Summary of Strategies
Mr. Swann stressed that all Council
energies should be directed at making the President's
Challenge web site "the tip of the spear."
He said that every effort should be made to pre-sign
organizations. He acknowledged that details are still
being worked out to have the site launched; however,
he said the Council needs to reach 20 million, continue
the momentum, press hard to create partnerships, deliver
the fitness message, and use the site as a tool. Mr.
Dodge said the site will be ready at least 1 week before
the end of July.
CDR Royall said Council members will
be notified by e-mail when the site is ready. Members
debated how and when large organizations should be contacted
and what procedure should be followed, particularly
if an organization's registration requires customizing.
Ms. Spain gave the following example: If a Council member
has a personal friend at Ford Company, call up and say
what happened at the Council meeting. Have the company
representative call CDR Royall or Ms. Spain. (Note:
Mr. Dodge and Ms. Siegel are contractors and should
not be contacted.)
Discussion ensued. Mr. Moore asked
if the site would be able to monitor totals in aggregate
forms, benchmark physical attributes, and categorize
dataaccording to type of companies or sectors
or peer groups. Mr. Dodge said the web's data base collects
geographic regions and age. Mr. Moore stressed that
insurance costs would drive companies and employees
to want to "see their universe" and pick a
peer group. Dr. Mitchell said companies will want data
showing they will save money against insurance claims.
Dr. Richardson recommended that the Council keep in
mind how data can be used for research, because people
may come to the Council for research. Mr. Moore stressed
that the Council should be more proactive and work with
the Washington Business Group (which comprises 175 companies).
Mr. Swann asked Council members to
meet with at least three companies that want to partner
with the Council for their employee fitness programs
and get them signed up immediately. Tedd Mitchell, M.D.,
urged members to pose the right questions now that would
enable participants to collect front-end, meaningful
data. The data could be used, for example to show that
Ford saved X% in insurance costs. Mr. Dodge said the
tools describing the program (to be shared with partners)
are in production. The members agreed to meet with their
State Governors as well as the leaders of the following
organizations:
- Mr. Swann: Big Brothers Big Sisters of America;
The Gap, San Francisco; the HJ Heinz Company
- Mr. Moore: Washington Business Group; Sports Authority
- Dr. Mitchell: American College of Sports Medicine;
AHA; Staughbach Corporation
- Mr. Gable: University of Iowa; ASICS; YMCA
- Ms. Danberg: Jewish Community Centers, North America;
U.S. Para-Olympics; Special Olympics
- Mr. Burke: Kohler; Appleton Paper; Nike; Bank One
- Mr. Baird: American Cancer Society; American College
OBGYN; State of Ohio: National Governor's Council
Association
- Ms. Austin: Nature Made Vitamins (PharmaVite); Danskin;
Rodale Press
- Dr. Richardson: Washington Speakers Bureau; Sealy
Posturepedic; John Hancock; Johnson & Johnson
Visit From the Secretary of HHS
During the afternoon session, the
Secretary of the Department of Health and Human Services,
Tommy G. Thompson, visited the meeting. Secretary Thompson
introduced Ron Wolfe (who built the Green Bay Packers
team) to the Council. He reported that he arranged the
White House meeting attended by Mr. Swann and Mr. Burke
to demonstrate the web site, which is designed to encourage
interaction and improve physical skills. He applauded
the Council's goal to change the lifestyle of Americans.
Summary of Strategies, Continued
Mr. Swann expressed confidence that
the 19-member Council, with its 22 main partners will
reach 20 million Americans. He asked members to start
calling contacts immediately and determine how much
effort is needed to get their employees logged on the
system. He noted that the Childhood Nutrition Committee
has determined strategies for approaching companies.
Ms. Spain said the tools for promoting the site will
be ready by the end of July. Mr. Swann said, since Secretary
Thompson is making arrangements with the White House,
the Council will abide by his time frame.
Next Steps
- CDR Royall will check the rules to determine if
Council members need clearance to visit their Governors
on behalf of the Council.
- Council members will visit organizational leaders,
Governors, and school superintendents.
- HD will have printed promotional materials next
week.
- Mr. Swann will ask Jaime Davidson to contact the
American Diabetes Association.
Concluding Remarks
Mr. Swann asked Council members to
call two or three contacts to have them "pre-sign"
their employees within the next 3 weeks. Council members
who are interested in working on media projects or publications
should call CDR Royall. They should contact Ms. Meer
for public affairs and media questions and Ms. Spain
for Challenge Program queries. Olga Nelson asked members
to fill out financial disclosure and foreign activity
forms, provide an original signature, and submit the
forms within 30 days. Lastly, members were told that
an anonymous donor provided shirts for the Council members
to wear at speaking engagements and that they would
also receive copies of official photos.
Adjournment
The meeting was adjourned at 2:10 p.m.
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