Archive for 2013

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Situation Analysis Chapter 10 : Precedent Studies

10.1  TV COMMERCIAL


“Break the Habit” – Child Obesity Ad Australia



This TVC aims to draw attention to the epidemic of childhood obesity in Australia. The commercial take the controversial view on the subject of parents who continue to feed their children with junk food regardless of the damaging effects would cause them. The advertisement play with metaphor to attract the viewer by comparing junk food to drug abuse which helps to remind parents that junk food is a major contribution of child obesity.


“Why am I fat?” – Stop Childhood Obesity



This TVC aims to draw attention to the epidemic of childhood obesity in Georgia. The commercial take the controversial view on the subject of parents and child being obesity. The advertisement shows that the child ask his mother “mom, why am I fat?” the message of this ads is parents should be responsible towards their children.

“Eating Out” – Childhood obesity


This TVC aims to draw attention to the epidemic of childhood obesity. The commercial take the controversial view on the subject of parents and child being obesity. The advertisement shows that the kids brag about how well their father at eating large portion of food.
  

10.2  PRINT ADS


Below are the print ads that are related and promoted child obesity awareness campaign globally.


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Situation Analysis Chapter 9 : Research and Development

9.1  CASE STUDIES


Journal from MASO

After I study this journal I found a lot of information on childhood obesity regarding to risk of health, overweight and child obesity facts, obesity assessment and prevention.
  • Several reports show already high and increasing rates of overweight and obesity among preschool children living in developing countries.
  •  The most common causes are unhealthy eating patterns, lack of physical activity, genetic factors, or a combination of these factors. In rare cases, a medical problem, such as an endocrine disorder, may cause a child to become overweight.
  •  It is associated with several risk factors for later heart disease and other chronic diseases including hyperlipidaemia, hyperinsulinaemia, hypertension and early artherosclerosis.
  •  The measurement of overweight and obesity in children and adolescents pose particular problems due to differences in maturation and growth. Adiposity measures are linked to a child’s stage of maturation at the time of measurement.
Childhood obesity: contributing factors, consequences, intervention

After I study this journal I found the contributing factors, health risk that child might be face and treatment to obesity among children.
  •  In Malaysia, rapid and marked socio-economic advancement over the past two decades has brought about significant changes in the lifestyles of communities. These include significant changes in the dietary patterns.
  •  Obesity is caused by genetic factor and environmental factors.
  • Outcomes related to childhood obesity include hypertension, type II diabetes mellitus, dyslipidemia, left ventricular hypertrophy, non-alcoholic steatohepatitis, obstructive sleep apnea, and orthopedic problems (such as slipped capital-femoral epiphysis), as well as social and psychological problems.
  • The ultimate strategy towards achieving a healthy nation is the promotion of a healthy lifestyle. The promotion of a healthy lifestyle includes promoting healthy eating habits and maintaining a desirable dietary pattern.
  •   The best way to significantly affect the prevalence of child obesity is to prevent it.
Online journal from The Star

After I read this journal I understand the statistic, caused, risk of health and prevention of obesity among children.
  • Childhood obesity levels in Malaysia are higher than in most Asian countries, and the problem is getting worse.
  • Among primary school children, 30% of them could be overweight and obese.
  • The “fat phenomenon” in our country can be attributed to a combination of poor eating habits, a diet high in calories, and a decline in physical activity, resulting in more caloric intake than is required by the body.
  • Luxury in technology and too much screen time has also contributed to children’s sedentary lifestyles. Children now spend less time being physically active during school as well as at home.
  • Children who are overweight or obese face an increased risk of developing serious health conditions like type 2 diabetes, high blood pressure, and high cholesterol.
  • Practising healthy lifestyle habits and maintaining a healthy weight should start early in life.
Online journal from New Straits Time

After I read this journal I understand the statistic and obesity and overweight facts.
  • More than 42 per cent of Malaysian adults are overweight or obese. Thailand is not very far behind at 40 per cent and Singapore at 32 per cent.
  • Malaysians are the 8th largest sugar consumers in the World". Malaysians consume, on the average 26 teaspoons of sugar per day.
  • As obese children are more than likely to grow into obese adults, this issue should be tackled at the primary school level with the cooperation of parents, Ministry of Education and Ministry of Health.
  • Malaysia has the highest per capita consumption of sugar at 50kg compared with Thailand at 35kg and Indonesia at 25kg.
  • Obese children get teased and taunted by their peers in school and at home.
  • Overweight and obesity are largely preventable.
 
9.2  ONLINE SURVEY

This online survey was distributed to 50 people. The purpose of the online survey is to understanding society’s currents view and perception towards the issue. However, the main objective is to find the audience level of awareness and understanding towards the issue. Below are the statistics and data that I’ve obtained from the survey.

Question 1: What is your gender?
Ans: The survey is done to a group of 50 people. Among them, there are 21 male and 29 female.

Question 2: How old are you? 
Ans: Among this group of people, 8 of them are from the age range of 25 to 30 and 31 to 35 years old, 10 of them are from 36 to 40 years old, 11 of them are 41 to 45 years old and lastly, 13 of them are from the age range of 46 years old and above. 

Question 3: Your ethnic group? 
Ans: Throughout the online survey, there are 26 respondents from Malay, 14 from Chinese, 9 people from Indian and 1 respondent from other ethnic group.

Question 4: Your occupation? 
Ans: For the occupation part, 17 people are working in private sector, 10 people are working with government, 16 people are self-employed and 7 people work other than this area.

Question 5: Monthly income range?
Ans: Based on the data collected, 12 people are from income range of RM 2000 to RM 3000 and RM 6000 monthly. And 13 people are from income range of RM 3000 to RM 4000 and RM 4000 to RM 5000 per month. By this data, it helps to reveal their behaviour and lifestyles.

Question 6: Do you what is obesity?
 
Ans: 50 of them know what obesity is. Obesity is “The abnormal accumulation of body fat, usually 20% or more over an individual’s ideal body weight”.  

Question 7: Do you know anyone who might dealing with child obesity?
Ans: 37 of them might know anyone who facing the obesity issue, maybe family, relatives and friend. 

Question 8: Are you aware that today more young children are overweight?
Ans:  43 people answered yes and 7 people answered no.

Question 9: If yes, would you help them?  
Ans:  45 people answered yes and 3 people answered no.

Question 10: Do you think being overweight affects the children’s studies and social life?
Ans:  47 people answered yes, no one answered no and 3 people answered maybe.

Question 11: Does a parent play a big role in helping to control the children’s eating habit and active lifestyle?  
Ans:  49 people answered yes and 1 people answered no.

Question 12: Do you personally think that childhood obesity is a serious matter?
Ans: all respondents answered yes.

Question 13: What do you think the reason of them being overweight? 
Ans: Based on the data collected, most of them think that the reason of children being overweight is because of unhealthy eating pattern with 46 voted, 44 voted for lack of physical activities and 41 voted for too much sedentary lifestyle. 31 of them voted that genetic issues also the reason for them being overweight and parent negligence with 27 voted. 1 of them vote for others.


Question 14: What do you think the solution to this issue?
Ans: Answer from the respondent
  • Healthy lifestyle practice
  • Regular exercise
  •  Eat healthy food
  • Parents’ guidance
  • Avoid junk food, fast food, and soft drink
  • Awareness campaign
  • Educate the best way of diet
  • Establish school wellness and nutrition policies
Based on the answer that I’ve collected most of them stated that healthy and balance lifestyle practice and parent’s guidance can be the solution to the issue. Some of them also thought by creating awareness campaign also could be the solution.

Question 15: Have you ever come across any Obesity awareness campaign in Malaysia?
Ans: 7 people answered yes and 43 people answered no.

Question 16: Do you think a campaign to prevent or minimize obesity among children can give awareness to the public? 
Ans: 48 people answered yes and 2 people answered no.


9.3  INTERVIEW

I’ve done an interview session with healthcare professional, Dr.  She works as healthcare consultant at Seremban Hospital. Although I don’t get a chance to meet her in person, but I am greatly appreciated that she can spend her time reply my email and provide me some information which will help me in considering my target audience and understanding more on obesity among children. I did prepare some question for her about obesity and her opinion on the issue.
  • What are the factors that contribute to child obesity? What are the risks that children might face if they are categorized in obesity? 
  • What are the effective treatment and prevention of obesity among children? 
  • The right target audience for childhood obesity? Either children or parents? 
  • Current statistic or data of child obesity in Malaysia? According to gender and age?
Though she can’t provide me with the obesity statistic and data, but other information would be enough for me to understand the issue. She also stated that to choose the target audience first we need to clarify the major contribution to obesity. In her opinion the right target audience should be the parents, as they are the one who responsible on providing food and monitoring their children time management. In order to educate children, first we need to educate the parents first. She also adds that, targeting children as audience isn’t easy, we need to persuade them with entertaining and interactive thing. Since they are easily get bored with things that they don’t like.