2.1 CAMPAIGN
NAME
Childhood
obesity awareness campaign
2.2 CAMPAIGN
CLASSIFICATION
It’s a
Public service announcement on health issues.
2.3 CAMPAIGN
CHARACTERISTIC
It’s an
awareness campaign on childhood obesity that will focus on child obesity issues,
factor, health risk issues, prevention and solution. The messages will be
deliver by using mass media on TV commercial, exhibition booth and website. The
campaign will be conducted by Malaysian Association for the Study of Obesity
(MASO) and sponsor by Nestle Malaysia.
2.4 AWARENESS
LIFE CYCLE
This is the
life cycle of childhood obesity awareness itself. Somehow, it falls under the
introduction phase. From survey that I conducted before, it shows that most people
are aware of obesity among children, but there is no specific PSA and campaign
on those issues which can help in prevention and treatment of child obesity.
2.5
OBESITY STATISTIC
Study
has been conducted by The World Health Organization (WHO) in 2008 on prevalence
of obesity within South East Asia. According to the chart below Malaysia is the
first country with higher number of obesity which is 14.1, followed by Thailand
8.5, Brunei with 7.9, Philippine and Singapore with 6.4, then Indonesia with
4.7, followed by Myanmar 4.1 and lastly Vietnam with 1.6.
2.6
OBESITY AND CHILDREN
Childhood obesity is one of the most
serious public health challenges of 21st century. Obesity among
child is associated with higher chance of premature death and disability in
adulthood. Obesity is caused by an imbalance
in energy input versus output. With fat being added regularly and not burned fast
enough, the body will gain fat deposit. Overweight
and obese children are more likely to stay obese into adulthood and to develop
diseases.
2.7 FACTOR
THAT CONTRIBUTE TO OBESITY
Overweight
and obesity phenomenon in Malaysia can be attributed to a combination of
various factors such as environment and genetic factor.
- GENETIC FACTOR
Many people believe that genetics plays a
strong role in determining whether an individual has weight problems. Studies
have found a connection between parents and child obesity, although such
connection may be due either to genetic or common environmental factors,
because the family shares both.
- ENVIRONMENTAL FACTOR
Effect of television
and media
Children who
spend more time using entertainment media, including TV, computers, video
games, cell phones, and movie have a higher BMI and higher per cent of body fat
and are less physically active. TV viewing is a contributing factor to
childhood obesity because it may take away from the time children spend in
physical activities; lead to increased energy intake through snacking and
eating meals in front of the TV and influence children to make unhealthy food
choices through exposure to food advertisements.
Fast food and
soft drink consumption
Fast food
trend has swept over the country as they are quick, easy to get, and sometimes
can be inexpensive but eating it regularly will increases weight. According to
researcher a large fast food meal can contain 2200 calories which at a burn
rate of 85 – 100 calories per mile.
Home factors
Children’s
eating patterns and level of physical activity may be affected by having
parents who work outside the home. Parents who work outside the home may serve
more high calorie or fast foods because of time constraints. Besides, child
care provider may also offer children food that is highly caloric and poor
nutritional perhaps because they are more concerned with satisfying their
wards. And unsupervised children may make poor nutritional choices when
preparing their own snack following their desire.
School
factors
There is evidence that the food that schools
serve matters for what children consume. For example making more low fat foods
available to children reduces the amount of fat they consume. However, children
may have access to sugary drinks and less healthy foods at school throughout
the day from vending machine, school stores and fundraising events and it has
an impact on children’s diet as well.
2.8 RISK
OF HEALTH
Most of the
health problems associated with obesity becomes obvious in adulthood. Early
signs of these later problems are commonly found in children. Obesity children
are at higher risk of facing many health issues. They also may suffer on
psychological problem.
Health issues
Hypertension or high blood pressures, type ii diabetes,
heart disease, asthma, sleep apnea, and orthopaedic problem.
Psychological problem
They include
teasing and discrimination by peers; low self-esteem; anxiety and depression.
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