Red+Meat+We+Were+Meant+to+Eat+it+-+Is+it+Just+that+Simple?

Alyce Rolfe n8911002 Judith Meiklejohn



The Artefact
This advertisement campaign was run by Meat and Livestock Australia in April 2007 as part of their "Red Meat We Were Meant To Eat It" campaign. It was designed to promote the consumption of meat products by playing upon the "healthy" perception of the Neanderthal diet as the basis of its promotion to the Australian public.

Public Health Issue
The Public Health Issue that is present in this advertisement is 'the ethical consumption of meat'. This advertisement provides one seemingly simple yet bold message that eating meat is healthy. However, this leaves many unanswered questions including; Is it healthy to just eat red meat? What are the health impacts of eating red meat too often? Where is the evidence to back up such a statement? Why does this statement contradict other information we are given regarding healthy eating? The questions surrounding this advertisement could be just about endless. We will endeavor to discover how truthful the statement given in the advertisement might be and provide evidence to present the importance of this public health issue.

Literature Review
Over the last several years researchers have found evidence to suggest that high consumption of red meat can be detrimental to our health. Many studies have been conducted to show the correlation between red meat consumption and risk of colorectal cancer. Although, at a lesser degree there is also research to suggest an association between meat consumption and a risk of type 2 diabetes. A study conducted in Sweden starting in 1997 was designed to find whether or not there is an association been the consumption of red meat/processed meats and colorectal cancer (Larrson et al. 2005). This was a population based cohort study involving 66,651 female participants. The method used was a food frequency questionnaire mailed to each of the participants to complete about their eating habits over the past six months. Participants were kept track of and out of the 66,651 women, 733 were diagnosed with colorectal cancer after the commencement of the study. With other diet and lifestyle factors taken into consideration the findings concluded that consumption of red meat in large quantities increases the risk of colorectal cancer (Larrson et al. 2005). The study also found that there is no evidence to suggest that there is any association between fish consumption and colorectal cancer and the risk of colorectal cancer and poultry consumption came back with a slightly inverse relationship (Larrson et al. 2005). The limitations present in this study and its methods are; the accuracy of the participant responses to the food frequency questionnaire, participants were only female, changes in participants diets over time and other lifestyle factors that may not have been properly considered. However, there is vast evidence to suggest that the association between red meat consumption and colorectal cancer is a significant one and should not be ignored. The Victorian Government of Australia states that “there is convincing evidence that red meat increases a person’s risk of bowel cancer”. Colorectal cancer is the second highest cancer related to death in Australia ((http://www.betterhealth.vic.gov.au). This being said, this type of cancer is also one of the most preventable cancers through following a healthy diet and lifestyle (http://www.betterhealth.vic.gov.au) thus, making it one of the eight cancers prioritised in the National Healthy Priority Framework (www.abs.gov.au). This data stresses the importance of this issue at a public health level. Furthermore, an association between red meat consumption and type 2 diabetes has also been discovered. A study that reviewed twelve existing cohort studies from the USA, Europe, Asia and Australia. The results showed that consumption of red meat and processed meats is associated with an increased risk of type 2 diabetes (Aune et al. 2009). The limitations of this study include other potential influencing factors such as, obesity, physical activity level as well as possible errors with the self reporting aspects of the study. A similar study conducted in the US also supports the evidence that red meat consumption is associated with an increased risk of type 2 diabetes and limiting the consumption of red meat overtime presents benefits for type 2 diabetes prevention (www.ncbi.nlm.nih.gov) The evidence provided demonstrates a convincing case regarding the significance and importance of addressing the public health issue of ethical and health aspects of eating meat and ensuring that messages given to the public are truthful and reliable.

**Cultural and Social Analysis** There are many factors that influence our food choices, most of which are not just about satisfying hunger. The broader determinants of food choice come from things such as our upbringing, social surroundings, political influences and our culture (Willard 2003). However these determinants only just scratch the surface of why we chose one type of food over another. These determinants can be broken down into six more specific categories as depicted by the European Food Information Council (2005). These are Biological, Physical, Economic, Social, Psychological and Attitudes and Beliefs about food. Biological determinants refer to factors including hunger and taste. Our hunger stipulates when we eat and how much but one of the most significant influences in our eating habits is taste, our likes and dislikes. Food is not just about nutrition and nourishment but is also a sensory experience that combines our sight, smell and taste to give us a pleasurable experience with what we are eating (EFIC 2005). Cost, accessibility and education are examples of economic and physical determinants of food choice. Cost is a major determinant in food choice as cost constraints limit the food choices available. E.g. minced meat and sausages are relatively cheap options to feed a family over fresh fruit and vegetables and fish and poultry which may lead to over-consumption of red meat (EFIC 2005). Education also plays a large role in how people eat. Those who are not well educated tend to make poorer decisions about diet due to their lack of knowledge about nutrition (Willard 2003). Social determinants include cultural influences that can restrict the foods that can be consumed. Other social influences include interaction with friends and family, supermarket specials, advertising and so on (EFIC 2005). Psychological factors such as mood and stress can also play a role in food choice. Often food is seen as a comfort which comes back to the pleasurable experiences we can get from food. Perceptions and stereotypes are also influential, for example we often associate men with eating a steak or a meat pie because of its masculine portrayal when we think about their food choices (Willard 2003). As it can be seen, changing the eating habits of the population is certainly not an easy task as it requires changing the practices that individuals have accumulated over a life time (EFIC 2005). To be able to shift the way people think and behave in relation to food, each individual group would have to be targeted separately to develop an effective intervention. These groups would be those who share common characteristics, attitudes and beliefs. A quick fix would not be possible but overtime positive changes could be made to lessen the intake of red meat and consequently reduce the burden of colorectal cancers and other health risks associated with over-consumption.

Analysis of the Artefact and Learning Reflections
The Artefact I have chosen to discuss represents the strong messages that the media presents to us that are either inaccurate or ill informed that may lead society to make poor choices. This particular artefact depicts a woman eating a meat kebab with a caption that states "Healthy eating has looked the same for millions of years". These types of advertisements are determining factors that influence our food choices. While the advert may not be completely untrue it does not provide any information on how much red meat is healthy or what the implications of over consumption could be. If I had come across this advert prior to studying this subject I probably would have dismissed it without putting any further thought into it or the public health issues it presents. When I came to start the assignment and I found this advert I found myself immediately questioning it and finding the issues that it presents. In future, when I come across other advertisements I will look at them in a more critical way and inform myself of the other issues and impacts that might surround the topic to make more informed choices.

Reference List
Aune, D., Ursin, G. & Veierod, M. B. (2009). Meat consumption and the risk of type 2 diabetes: a systematic review and meta-analysis of cohort studies. //Springer,// 52(11), 2277-2287. Retrieved from [] Australian Bureau of Statistics. (n.d.). Mortality and morbidity – colorectal cancer. Retrieved October 30, 2013 from [] Australian Government. (n.d.). Cancer costs in Australia – The potential benefits of dietary change. Retrieved October 28, 2013, from [] Better Health Channel. (n.d.). Cancer and diet. Retrieved October 28, 2013, from http://www.betterhealth.vic.gov.au/bhcv2/bhcarticles.nsf/pages/Cancer_and_food European Food Information Council. (2005), The determinants of food choice. Retrieved October 31, 2013 from http://www.eufic.org/article/en/expid/review-food-choice/ Larsson, S. C., Rafter, J., Holmberg, L., Bergkvist, L. and Wolk, A. (2005), Red meat consumption and risk of cancers of the proximal colon, distal colon and rectum: The Swedish Mammography Cohort. Int. J. Cancer, 113: 829–834. doi: 10.1002/ijc.20658 Pan, A. et. al. (2013). Changes in red meat consumption and subsequent risk of type 2 diabetes mellitus: three cohorts of US men and women. //JAMA Intern Med,// 173(14), 1328-35. Retrieved from [] Willard, B. E. (2002), The American Story of Meat: Discursive Influences on Cultural Eating Practice. The Journal of Popular Culture, 36: 105–118. doi: 10.1111/1540-5931.00033 Reflections: http://healthcultureandsociety2013.wikispaces.com/page/messages/Cut+that+steak+smaller+before+putting+it+in+your+mouth! http://healthcultureandsociety2013.wikispaces.com/page/messages/%27Who+do+you+love+most%27%3F