Springfield Moms Get Boost to Steer Kids to Healthy Choices

SPRINGFIELD — One-third of U.S. kids eat from fast-food restaurants every day. Mothers are the greatest influencers of their families’ health — but too few are immune to the combined pressures of packed schedules and picky kids bombarded with widespread marketing for less-healthy options.

“You’re the Mom,” a new public-health campaign, is making it easier to choose healthier options at fast-food restaurants through new tools and education. The campaign, developed with input from leading childhood-obesity experts and local moms, will debut in Springfield before a national rollout in 2017.

Ordering adult-size meal combinations, sugary fountain drinks, and calorie-rich side dishes can lead kids to consume excess calories, fat, and added sugars. But there are ways to avoid these pitfalls. “You’re the Mom” equips mothers to take small, simple steps for their kids, such as ordering from the children’s menu, swapping sugary beverages for milk or water, and choosing fruit or vegetable side dishes. The campaign includes a digital resource hub at yourethemom.org and public art installations portraying real local moms, as well as billboards, radio spots, bus advertisements, and social media.

The campaign is being launched by ChildObesity180 at Tufts University Friedman School with assistance from community organizations including Partners for a Healthier Community, Square One, and Springfield Food Policy Council.

“We saw an opportunity to address the issue of kids consuming excess calories in restaurants and at the same time improve the nutritional quality of selected meals,” said Christina Economos, director of ChildObesity180. “Moms have an enormous amount of influence on their kids, but sometimes they don’t feel that way. We want to support them and remind them that making small changes can add up to a meaningful difference in their children’s health.”

“You’re the Mom” celebrates mothers for the important role they play in their family and community. The messages are empowering and show that making healthy choices can be easy and fun. As part of the campaign, Springfield- and Boston-based artists have been commissioned to paint murals and utility boxes.

The campaign was created by advertising agency Victors & Spoils, and is being piloted in Springfield through the summer, with a national launch planned for next year. Find the campaign at www.yourethemom.org, www.facebook.com/yourethemommovement, and twitter.com/yourethemom.