Abstract:Objective: To examine Corporate Social Responsibility (CSR) tactics by identifying the key characteristics of CSR strategies as described in the corporate documents of selected 'Big Food' companies. Methods:A mixed methods content analysis was used to analyse the information contained on Australian Big Food company websites. Data sources included company CSR reports and webbased content that related to CSR initiatives employed in Australia.Results: A total of 256 CSR activities were identified across six organisations. Of these, the majority related to the categories of environment (30.5%), responsibility to consumers (25.0%) or community (19.5%). Conclusions:Big Food companies appear to be using CSR activities to: 1) build brand image through initiatives associated with the environment and responsibility to consumers; 2) target parents and children through community activities; and 3) align themselves with respected organisations and events in an effort to transfer their positive image attributes to their own brands. Implications:Results highlight the type of CSR strategies Big Food companies are employing. These findings serve as a guide to mapping and monitoring CSR as a specific form of marketing.

Little research has assessed the fidelity, adaptation or integrity of activities implemented within community-based obesity prevention initiatives. To address this gap, a mixed-method process evaluation was undertaken in the context of the South Australian Obesity Prevention and Lifestyle (OPAL) initiative. An ecological coding procedure assessed fidelity and adaptation of activity settings, targets and strategies implemented in the second year of four communities. Implementation integrity reflected fidelity and adaptation to local context, whereas efforts resulting in significant deviations from the original plan were deemed to lack fidelity and integrity. Staff implemented 284 strategies in 205 projects. Results show that 68.3 and 2.1% of strategies were implemented with fidelity or adapted, respectively. Overall, 70.4% of all strategies were implemented with integrity. Staff experienced barriers with 29.6% of strategies. Chi-square analyses show statistically significant associations between implementation integrity and strategy type, intervention and behavioural targets. These relationships are weak to modest. The strongest relationship was found between implementation integrity and proximal target. Staff experienced implementation barriers at the coalition, policy, organization, interpersonal and community levels. The greatest range of barriers was encountered working with organizations. To overcome these barriers, staff took greater ownership, invested more time, persisted and allocated more financial resources.

Objective: Recent studies have identified parents and children as two target groups whom Big Food hopes to positively influence through its corporate social responsibility (CSR) strategies. The current preliminary study aimed to gain an in-depth understanding of parents and children's awareness and interpretation of Big Food's CSR strategies to understand how CSR shapes their beliefs about companies. Design: Community-based qualitative semi-structured interviews. Setting: New South Wales, Australia. Subjects: Parents (n 15) and children aged 8-12 years (n 15). Results: Parents and children showed unprompted recognition of CSR activities when shown McDonald's and Coca-Cola brand logos, indicating a strong level of association between the brands and activities that target the settings of children. When discussing CSR strategies some parents and most children saw value in the activities, viewing them as acts of merit or worth. For some parents and children, the companies' CSR activities were seen as a reflection of the company's moral attributes, which resonated with their own values of charity and health. For others, CSR strategies were in conflict with companies' core business. Finally, some also viewed the activities as harmful, representing a deceit of the public and a smokescreen for the companies' ultimately unethical behaviour. Conclusions: A large proportion of participants valued the CSR activities, signalling that denormalising CSR to sever the strong ties between the community and Big Food will be a difficult process for the public health community. Efforts to gain public acceptance for action on CSR may need greater levels of persuasion to gain public support of a comprehensive and restrictive approach. Abstract Objective: Recent studies have identified parents and children as two target groups whom Big Food hopes to positively influence through its corporate social responsibility (CSR) strategies. The current preliminary study aimed to gain an in-depth understanding of parents and children's awareness and interpretation of Big Food's CSR strategies to understand how CSR shapes their beliefs about companies. Design: Community-based qualitative semi-structured interviews. Setting: New South Wales, Australia.

The Danone Nations Cup (DNC) is an annual international soccer tournament for school‐aged children. It comprises 32 national final competitions and one world final event annually, involving more than 2.5 million children from up to 40 countries worldwide. The DNC’s ambition is to engage with and promote physical activity, inter‐cultural values, and healthy food habits to children. The Danone Institute International, a non‐for‐profit organisation promoting human health, designed an innovative health promotion intervention for the event, based on food appreciation and basic nutritional knowledge.. A collaborative project, Fit Food, gathered data on children’s 1) nutritional knowledge; 2) social behavior in a multi‐cultural food environment; 3) usual dietary intake; 4) body size and composition; and 4) n‐3 fatty acid status in relation to dietary intakes at the 2013 DNC World Final (London,UK). Mixed methods were used to evaluate the intervention and collect data from 22 of the 32 countries including: pre and post event questionnaires, anthropometric measurement, buccal cells (from saliva samples), observations and focus group interviews. Data are being analyzed in collaboration with the University of Surrey to explore the above objectives and to allow comparisons between countries and against WHO standards. An extensive pilot study will be implemented in 2014 to include data collection in local DNC tournaments as well as at the DNC world final in Brazil (09/14). Grant Funding Source: Supported by the Danone Institute International and the University of Surrey

The Danone Nations Cup (DNC) is an international soccer tournament. It comprises 32 national final competitions and one world final event annually, involving more than 2.5 million school‐aged children from up to 40 countries. The Danone Institute International, a non‐for‐profit organization promoting human health, has designed an innovative approach to nutrition education for the multi‐cultural environment of the DNC. The objective of the program is to promote food appreciation and basic nutrition through interventions around taste, conviviality, food origins and basic nutrition. Qualitative thematic analyses of program pilot data (DNC World Final 2011, Spain), collected through focus groups and observations, suggest the program’s acceptability and feasibility. Children spent more time at the table and reported discovering new foods. They recalled key messages and expressed a desire to make changes to their food behavior at home. Children enjoyed sharing meals and activity experiences and many described the habits of children from other countries. A long‐term study (FitFood) has been designed and data were collected at the 2013 DNC World Final in London to further evaluate the program and to investigate children’s nutritional knowledge, social interactions around food, usual dietary intake, body composition and n‐3 fatty acid status in relation to dietary intakes. Analysis is underway using mixed methods in collaboration with the University of Surrey (UK). Grant Funding Source: Supported by the Danone Institute International