Situation Analysis

CHAPTER 1 : PROJECT OVERVIEW

1.1  INTRODUCTION

Obesity defined as “The abnormal accumulation of body fat, usually 20% or more over an individual’s ideal body weight”. Obesity can be assessed based on Body Mass Index (BMI) which calculated based on child’s weight and height. BMI for children is calculated different for each child according to gender and age. Due to children’s changing body compositions over time and the different growth rates of boys and girls. 

A child becomes overweight or obese can be attributed to a combination of various factors on behaviour, environment and genetics such as unhealthy eating patterns, lack of physical activity, genetic factors, a diet high in calories, too much screen time, more meals eaten away from home or a combination of those factors. Childhood obesity and overweight issues in children will age the child’s body. Many of the outcomes associated with obesity that was previously diseases of adults are now affecting children as well. According to Prof Dr Norimah from Nutriweb Obesity children are at higher risk of facing many health issues including high blood pressure, diabetes, asthma, sleep Apnea and stroke. They also may suffer from psychological problems such as depression and low self-esteem. Overweight and obese children are more probable leads to become obesity teenagers and adults.

Obesity as well as their related diseases is largely preventable. Prevention of childhood obesity therefore needs high priority. Thus, the strategy towards achieving a healthy nation is the promotion of a healthy lifestyle which includes promoting healthy eating habits, early detection, maintaining a desirable diet pattern and increase physical activity. Due to the rise in childhood obesity rates, using the mass media campaign and effective promotional strategy, it helps to reduce those rates, promote the awareness of this issue, encourage practicing healthy lifestyle and provides more information and knowledge on obesity to parents and publics.


1.2  PROBLEM STATEMENT AND ISSUES

Childhood obesity and overweight has become a serious public health issues in many country. From The World Health Organization (WHO) research, stated that it is increased and doubled since 1980. Approximately, 40 million children below the age of five were overweight in 2011 especially children who lives in developing countries.  It has become so severe and affected so many children, and recently been labelled an epidemic by WHO. 

In Malaysia, the number of overweight children are higher than most of Asian countries such as Thailand and Singapore.  There is no chance of slowing down unless action is taken. Experts estimate that 15% of kids are overweight and another 15% are at risk of becoming overweight. And two thirds of these overweight kids will become overweight adults. This increased has been related to an increasing inactive lifestyle with less physical activities as well as changing dietary habits and eating pattern. This trend is expected to lead to huge economic costs to health and social security systems. Obesity among children has become a serious health problem in Malaysia and this situation occurred due to lack of awareness and information about childhood obesity among parents, ignorant about the seriousness effect of obesity and unhealthy lifestyle practices.


1.3  OBJECTIVES AND AIMS

Objectives
  • To raise the awareness on childhood obesity to public. 
  • To share information and knowledge on childhood obesity to public.
  • To promote healthy lifestyle and gives healthy start for children.
  • To encourage public to play role on preventing obesity.
Aims
  • Reduce obesity and overweight among children.
  • Improve healthy lifestyle on eating habits and physical activity.
  • Media as a tool to help deliver message to public.
 
 CHAPTER 2 : PROJECT PROFILE

 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. 



CHAPTER 3 : SUPPORTING ORGANIZATION AND BRAND
 
3.1   SUPPORTING ORGANIZATION


3.1.1    ORGANIZATION OVERVIEW

Malaysian Association for the Study of Obesity (MASO) is an organization that does the research on obesity. It was established in 1994. With the aim to focus attention and stimulate the study of obesity in Malaysia including its causes, manifestations and prevention.


3.1.2    ORGANIZATION HISTORY

MASO was registered with the Registrar of Society on 15 February 194 with the name of Malaysian Society for the Study of Obesity (MASSO). It was officially launched by YB Datuk Napsiah Omar on 17 July 1994 at Kuala Lumpur. The Founding President for (1994 – 1995) was Dato’ Dr Ismail Merican, Deputy Director General of Health Malaysia.

In 1996, at the 3rd AGM, DR Ismail Noor was elected as President MASSO and its secretariat moved from Servier Ltd to Department of Nutrition and Dietetics. In 1998, MASSO changed its name to “Malaysia Association for the Study of Obesity (MASO)” to be in line with its international affiliate which is The International Association for the Study of Obesity (IASO) and other organization around the world.

MASO members mainly comprise on Nutritionist, Dieticians, Clinical Psychologist, Endocrinologist, Medical Doctor and other that related to health professionals. MASO aims to enhance the understanding of obesity including causes, manifestations and prevention.

MASOI is affiliated with the International Association for the Study of Obesity (IASO) since 1998, a Founding Member of the Asia Ocenia Association for the Study of Obesity (AOASO) since 1998 and Confederation of Scientific and Technological Associations Malaysia (COSTAM) since 2000.

MASO greatest achievement so far to jointly organise with IASO the International Congress on Obesity (ICO), a world congress on obesity held once in 4 years. The congress which will be held in KLCC Kuala Lumpur from 16 to 20 March 2014. 


3.1.3    ORGANIZATION OBJECTIVES

The objectives of MASO are:
  • Focus attention and stimulate the study of obesity in Malaysia including its causes, manifestations and prevention.
  • Provide an independent body of healthcare professionals involved in both basic and applied research into the subject.
  • Encourage research into all facets and prevention of obesity.
  • Provide a better understanding of obesity to healthcare professionals and to general public.
  • Seek affiliation with international bodies to ensure the best possible exchange of information about the study of the epidemiological, metabolic, nutritional, pharmacological, surgical, behavioural and educational aspects of obesity and its treatment.
  • To compile, print, publish and distribute brochures and /or journals by experts detailing information about obesity with the prior approval of the authority concerned.
  • To receive donations in the form of cash or bonds or share certificates from any person or group of persons so disposed on behalf of the Society and also to borrow or raise money and to invest and deal with money so derived for the purpose of enhancing the scientific study of and the cure for obese patients.

3.1.4    ORGANIZATION KEY PEOPLE

3.1.5    ORGANIZATION LOCATION AND CONTACT INFORMATION
  
3.1.6    ORGANIZATION SERVICES

        Educational Workshop
MASO organize a scientific conference on obesity every two years to aims of establishing and strengthening research, also provide a platform for exchange of experience in addressing issues on obesity, and share knowledge on current approach on obesity management.

        MASO camp
MASO has organized 11 camps benefiting over 300 individuals from lecturers, bank staff, government worker and student. It is a weight management camp for individuals with BMI 27 and above. The objective of the camp is to create awareness on healthy eating habits, importance of physical activity and behaviour adaptations. 
3.2         SPONSORING COMPANY


3.2.1    COMPANY OVERVIEW

Nestle is the world’s leading nutrition, health and wellness company. Headquartered in Vevey, Switzeland and was founded in 1866 by Henri Nestle. By keeping with the company philosophy to bring the best and most relevant product to people, wherever they are and whatever their needs, Nestle has grown to become the world’s largest food company offering more than 8,500 brands and 100,000 products. The company has more than 456 factories spread over 80 countries, and employ more than 283,000 people.


3.2.2    COMPANY DESCRIPTION

Nestle Malaysia commitment to provide quality products to Malaysians. Nestle began in Malaysia in 1912 as the Aglo-Swiss Condensed Milk Company in Penang and later, move to Kuala Lumpur in 1939. Since 1962, with its first factory in Petaling Jaya, Nestle Malaysia now manufactures its product in 7 factories and operates from head office in Muatiara Damansara. Nestle demonstrate through way of doing business by understanding the local nature of nutrition and health. Today, Nestle employ more than 5000 people and manufactures as well as markets more than 300 Halal products in Malaysia.  Brand name such as Milo, Nescafe, Maggi, Nespray and Kit Kat have become trusted household names and enjoyed for generations.


3.2.3    COMPANY HISTORY

In 1867, Henri Nestle a German Pharmacist launched his Farine Lactee, a combination of cow’s milk, wheat flour and sugar, saving the life of neighbours’ child. Nutrition has been the cornerstone of the ompany ever since. In 1905, the Nestle company meged with the Anglo-Swiss Condensed Milk Company, which the first condensed milk factory opened in Switzerland in 1866. Nestle entered into milk chocolate business in 1904 when Peter & Kohler Swiss General Chocolate Company produced milk chocolate under the Nestle trademark. The chocolate company later joined the Nestle Group in 1929.

While the original business was based on milk and dietetic food for children, the new Nestle grew and diversified its range of product such as the manufacturing of Lactogen in 1921, and in same years, a beverage containing wheat flour was marketed under the brand name of Milo. In 1983, Nescafe the world’s first instant coffee was introduced. Then 1947, the Maggi company, manufacturer of soups and bouillon merged with Nestle. Nestle continued to expand through the years with some major acquisitions.


3.2.4    KEY PEOPLE

MANAGING DIRECTOR OF NESTLE (MALAYSIA) BERHAD

Mr. Alois Hofbauer is the Managing director of Nestle Malaysia effective 1st February 2013. He assumed his position on the Company’s Board of Directors on 22nd February 2013 and he also responsible for the Singapore Region.

Mr. Hofbauer was previously the Managing Director of Nestle Sri Lanka. Under his leadership, the Company ended the years as one of the top 5 best performing companies on the Colombo Stock Exchange in term of market capitalization. Nestle Lanka has also seen a 20% growth and been awarded a number of prestigious accolades for the company’s contribution to the economic and social development of the country.

As an Austrian national, Mr Hofbauer career with Nesle begin in 1990 when he joined the Group as Management Trainee in Austria. He was later transferred to Hong Kong, in the first several assignments in the Greater China Region over the period of 15 years.

Mr Hofbauer has an immensely strong leadership track record in country management and deep understanding of business in Asia as he held many senior positions covering various businesses units including Coffee and Beverages, Dairy, Culinary, Confectionary, before taking on his first General Management role in 2004 as Head of the Nestle in Taiwan.


3.2.5    LOCATION AND SUBSIDIARIES

Corporate Office in Malaysia:

Nestlé (Malaysia) Berhad,
22nd Floor Menara Surian 22-1,
1 Jalan PJU 7/3, Mutiara Damansara,
47810 Petaling Jaya Selangor Darul Ehsan,
Malaysia.

Tel: 603-7965 6000
Fax: 603-7965 6767

List of location and subsidiaries of Nestle worldwide:
  • Algeria, Angola, Argentina, Australia, Austria
  • Bahrain, Bangladesh, Belarus, Belgium, Benin, Bolivia, Bosnia, Brazil, Bulgaria, Burkina Faso
  • Cambodia, Cameroon, Canada, Caribbean, Chad, Chile, China, Colombia, Congo, Costa Rica, Croatia, Cuba, Czech Republic
  • Denmark, Dominican Republic, Ecuador, Egypt, El Salvador, Fiji, Finland, France
  • Gabon, Germany, Ghana, Gibraltar, Greece, Guatemala, Haiti, Honduras, Hong Kong, Hungary
  • India, Indonesia, Iran, Ireland, Israel, Italy, Jamaica,  Japan, Jordan
  • Kazakhstan, Kenya, Korea, Kuwait, Lebanon, Macedonia, Malaysia, Malta, Mauritius, Mexico, Morocco, Mozambique,
  • Netherland, New Caledonia, New Zealand, Nicaragua, Nigeria, Norway,
  • Pakistan, Panama, Papua New Guinea, Paraguay, Peru, Philippines, Poland, Polynesia, Portugal, Puerto Rico, Romania, Russia
  • Saudi Arabia, Senegal, Serbia, Singapore, Slovakia, South Africa, Spain, Sri Lanka, Sweden, Switzerland, Syria, Taiwan, Thailand, Trinidad and Tobago, Tunisia, Turkey
  • Ukraine, United Arab Emirates, United Kingdom, United States, Uruguay, Uzbekistan
  • Venezuela, Vietnam, Zambia

3.2.6    BRAND MAJOR PRODUCT AND SERVICES

Nestle are recognize through their nutrition and healthier product. The company offer various range of product from baby food to cereals and even pet care product. Most of the brand and products accompany consumer’s lives from birth through adulthood, from breakfast to dinner at home and elsewhere.

  • Baby foods : Cerelac, Nan Ha 3, Nan Ha Grow 3.
  • Milk : Every Day, Lactogen, Nespray, Nestle Low Fat, Nestle Omega Plus, Nan Ha.
  • Cereals : Cookie Crisp, Corn Flakes, Fitnesse, Honey Star, Koko Krunch, Milo, Cheerios, Nestum.
  • Creamers : Coffee Mate.
  • Beverages : Milo, Nestea, Nescafe.
  • Culinary products : Maggi Noodle, Maggie Sauces, Maggi Flavour Solution, Maggi Recipie solution.
  •  Chilled dairy : Bliss, Nestle Fat Free Yogurt, Nestle Greek Yogurt, Smooth and Fruity Yogurt.
  • Ice Cream : Nestle Drumstick, Nestle La Cremeria, Nestle Mat Kool.
  • Confectionery & Chocolate : Kit Kat, Milo, Crunch, Milkybar.
  • Health Science : Peptamen, Nutren.
  • Performance Nutrition : Power Bar.

3.2.7    CORPORATE VISION AND MISSION

·         Mission
“Good Food, Good Life” is to provide consumers with best tasting, most nutritious choices in a wide range of food and beverage categories and eat occasions from morning to night.

·         Vision
To be leading, competitive, nutrition, health and Wellness Company delivering improved shareholder value by being a preferred corporate citizen preferred employer, preferred supplier selling preferred products.


CHAPTER 4 : CONSUMER AND STAKEHOLDERS
 
4.1  CURRENT CONSUMER’S CHARACTERISTICS

       DEMOGRAPHIC:

Age: 25 - 40
Gender: Male and Female
Education: Diploma, Degree, Master and above
Occupation: Come from all different fields
Income Range: RM1500 and above
Race & Ethnicity: All races
Geographical Location: Urban and sub-urban

      PSYCHOGRAPHICS:

Perception: Consume healthy food is important to maintaining the right BMI
Learning: Printed media, Websites, TV commercial, friends and family
Motivation & Needs: The health risk that will develop caused by obesity or overweight.
Attitude & Personality: Positive thinker, serious and concern, enthusiastic, open minded.
Lifestyle: modern, busy, social


4.2  STAKEHOLDER CHARACTERISTICS

      PRIMARY

  • Non-governmental organization: independent organizations that are concerned and study on the issue of obesity.
  • Sponsor: Company that participate on the campaign as a financial provider. 
  • Volunteers: individuals who participate in the campaign for the purpose of concerned.

      SECONDARY

  • Media: help advertise the campaign largely to audience on TV, Radio and printed media
  • Ministry of Health: share the responsibilities on solving the health problem issues. 


CHAPTER 5 : INDUSTRY AND MARKETPLACE
 
5.1  THE INDUSTRY


5.2  DEFINITION OF THE INDUSTRY

Campaign is a platform to share message, idea and theme that distributed largely helping by media such as TV, Radio, websites and printed media. It appears in different media at a specific time frame. Some campaign designed with different ends in mind, including building a brand image, introducing a new product, increasing sales of product which already on market or even reducing the impact of negative news. Non-profit campaign is an organised action around specific issue seeking to bring about changes in public and community. Some campaigns will work to achieve improvement for general public and some will aim to benefit a particular group.


5.3  SHAPE OF THE INDUSTRY

Childhood Obesity Awareness campaign is under the non-profit campaigns which usually conduct by government and non-government organisation. It is a public service announcement that deliver message to public with the objective of raising awareness, changing public attitudes or behaviour towards public issues. Most common PSA is on health, social and environment issues. Child obesity is one of the example of health issue, besides that there is campaign on breast cancer, HIV, diabetes and dengue.

In Malaysia, public service announcement campaign that helps to educate people usually does not get the right response. People always have the idea that those campaigns are bored and wasting time. Some of them aren’t aware on the current issues and problems, hence they just ignore about it. 


CHAPTER 6 : COMPETITIVE SITUATION
 
6.1  DIRECT COMPETITORS

NESLTE HEALTHY KIDS


In 2010, Nestle partnered with Nutrition Society of Malaysia (NSM) to roll-out its healthy kids chapter. Launched in August 2010, the programme aims to create an awareness campaign on nutrition and physical activity through interactive method. They targeted school children aged between 7-12, parents and teachers.

Having developed nutrition expertise over the decades, Nestle believes that it can contribute to the knowledge of nutrition using education as a tool to help young children understand the value of nutrition and physical activity.

Activities for Nestle Healthy Kids Programme include:
  •  A parent-child workshop for them to discuss and learn about child nutrition and healthy lifestyle with experts.
  • Nestle Healthy Kids Programme website which contains multimedia education tools such as interactive games to educate both parents and children about healthy lifestyle.
  • School roadshow to deliver simple tips and message on healthy eating.
  •  Evaluation of nutrition education package for primary school – to improve knowledge, attitude and pratices on nutrition and physical activity among children, parents and teachers which start in early 2011.
The healthy kids initiative has been running for several years in other countries such as Australia, France, Brazil, Russia and has reached approximately four million children worldwide. All programmes are designed in collaboration with the health and nutrition professional bodies, national health authorities, child nutrition experts and educational foundation. In south East Asia, country such as Singapore, Thailand and Philippines have also implemented this programme.

JOM MAIN BOLA CAMPAIGN



Baby care brand Johnson’s baby has launched “Jom Main Bola” campaign this year to encourage kids to get active by playing football and sweat it out during the school holidays in June. The soccer camp is organised exclusively for children four to nine years old. The two day camp held at the Kuala Lumpur Football Association and headed by experienced and professional football coaches.

Besides the two day camp, the campaign also includes the “Jom Main” zones at selected Mydin hypermarkets, where parents and children can look forward to having some football fun and excitement. The involvement of children in active sports during school holidays hence may not be just a good way of spending the holidays but just what may be needed by the overweight and inactive child.

The benefit of the campaign include easier weight management, developing a healthy heart as well as building up strong muscles and bones and developing the basic motor skills. Socially, children who involved in physical activities would also be able to gain self-confidence, strengthen their interactive skills, and build up their capacities to work with team as well as control their emotions.

CAP’S HEALTHY LIFESTYLE CAMPAIGN


The Consumers Association of Penang calls on consumer to keep away from products that damage health and practise a healthy lifestyle. The consumption of unhealthy foods rich in sugar, fat, salt and chemicals and the modern sedentary lifestyle of Malaysians have led to steep rises in non-communicable diseases. Malaysia has the most number of overweight and obese people in Asia. Obesity is a main cause of diabetes, As a result 7 out of 10 Malaysian adults suffer from chronic diseases.

To achieve a healthy society, CAP is launching a Healthy Lifestyle Campaign to promote healthy eating habits and urge consumer to avoid unhealthy foods, especially processed ones. In relation to this matter, CAP organised a Health Exhibition at the Penang General Hospital in 2012.

The exhibition highlighted the problems related to high sugar, salt and trans-fat intake. It also looks at cancer causing chemicals in cosmetics and other important health issues. The exhibition also shows which products have high sugar, trans-fat and salt thus helped consumers to avoid consume those product.

CAMPAIGN TO END OBESITY

Campaign to End Obesity aims to tackle obesity issues including changes that enable more Americans to eat healthy and be active. Since, today two third of U.S. adults and nearly one in three children struggle because they are overweight or have obesity. The effects of the nation,s obesity epidemic are immense. Taxpayers, businesses, communities and individuals spend hundreds of billions dollars each year due to obesity, including an estimated $168 billion in medical treatment. Obesity is the reason that the current generation of youth is predicted to live a shorter life than their parents. The Campaign works to fill this gap. By bringing together leaders from across industry, the campaign provides the information and guidance that will reverse one of the nation’s costliest and most prevalent diseases.

LET’S MOVE!

Let’s Move! Is a comprehensive initiative, launched by the First Lady Michelle Obama. This campaign dedicated to solve the problem of obesity in the Unites State within a generation, so that children born today will group up healthier and able to pursue their dreams.

The campaign was announced on February 2010 by the First Lady. She indicated the campaign would encourage healthier food in schools, better food labelling, ensure that every family has access to healthy, and more physical activity for children. On the same date, President Barack Obama signed a presidential memorandum creating the task force on childhood obesity to review current programs and develop a national action plan.

The task force recommendation focus on the five pillars of the First Lady’s Lets Move! Initiative:
  • Creating a healthy start for children
  • Empowering parents and caregivers
  •   Providing healthy food in schools
  • Improving access to healthy, affordable foods
  • Increasing physical activity

6.2  INDIRECT COMPETITORS

SPEAK UP FOR KIDS

The Child Mind Institute launched Speak Up for kids in 2010 to provide the public with information about children’s mental health through talks in communities around the country. Now, in its third year, Speak Up for Kids is a month long online campaign in May, when more than 75 partner organizations come together to promote children’s mental health and eliminate barriers to care. The heart of Speak Up for kids tackles the big issues facing families today.

More than 15 million American children have diagnosable psychiatric or learning disorder, more than the number of children who have leukaemia, diabetes and AIDS combined. Less than half of them will ever get help, putting them at increased risk for academia failure, alcohol and substance abuse, bullying, conflict with their families and authorities and unemployment.

By speaking Up for kids it will draw national attention to care and educate and empower parents with the information and resources they need to help their children succeed. Speaku Up for Kids have also gathered together, for easy access, useful, parents friendly resources from mental health experts all over, as well as the Child Mind Institute’s Symptom checker, Mental Health Guide and Parents Guide to getting good care.

UNITE FOR CHILDREN, UNITE AGAINTS AIDS


In Malaysia and around the world, children are missing their childhood because of HIV and AIDS they are missing mothers, fathers and siblings. They also miss an education, healthcare and the chance to have a healthy future.

Unite for Children, Unite against AIDS is a global campaign by UNICEF and UNAIDS to alert the world to the fact that children are missing the global AIDS agenda. The campaign was launched in Malaysia on 25 November 2005.

The campaign aims to achieve measurable progress based on internationally agrees goals in four key areas:
  • Preventing HIV infection among children, young people and women.
  • Preventing mother-to-child transmission
  • Paediatric AIDS treatment
  • Protection for children affected by HIV and AIDS.
To mark the campaign launch in Malaysia, UNICEF and Institute of Health Management announced the setting up of the IHM-UNICEF Collaborative Centre for Health Policy, Enhancement and Appraisal. The Collaborative will conduct research in order to provide the Malaysian Government and UNICEF information and analysis to strengthen the decision making process.

GET ON BOARD-RAISE YOUR HAND, STOP CHILD ABUSE NOW!

Get on Board Campaign is a two month initiative by UNICEF and its partners to provide the Malaysian public with a platform to learn and respond to child abuse in the country. Launched on 6 October 2010, the exhibition located at One Utama Shopping Mall. 

The digitally driven campaign, a first by UNICEF in the region, aims to strengthen public understanding of child abuse and neglect by providing information on the types of abuse, why it could happen and how to recognise symptoms in an abused child. It also hopes to empower the public to act on behalf of children by equipping them with protection solutions, parenting tips, action ideas and a directory of important resources.

An average of 7 children in Malaysia suffered abuse every day in 2008, and there are only reported cases. Many more experience abuse in silence and behind closed door. Abuse robs a child dignity. It can also leave invisible scars on children, their families and society that last lifetimes. Prevention is the best hope to improve the lives of children and their families. Putting an end to child abuse is a shared responsibility that requires everybody to care and act.

The CRC states that every child is entitled to basic human rights. These rights are is inherent to the human dignity and harmonious development of every child, regardless of their age, gender or ethnicity. And children need to be educated on their rights and be respected as individuals with rights.


CHAPTER 7 : SWOT ANALYSIS
 
7.1  STRENGHTS

  • The campaign will raise the level of awareness in Malaysian society towards the importance of practice a healthy lifestyle.
  • Helps to decrease the number of overweight and obese among children.
  • The campaign will be sponsored by Nestle, which is the leading company on nutrition, health and wellness.
  • Parents will be interested to know about the issues and how to overcome the problems, since there’s a lot of an overweight and obese child out there.
  • The campaign uses variation of media such as TV commercial, Exhibition Booth and website to deliver the message to audience in largely.
  • MASO as the supporting organisation, who study and do research on obesity, will give the good impact on the campaign.

7.2  WEAKNESSES

  • The campaign will be running in a short period of time.
  • Public do not concern much on public service announcement campaign.
  • Parents tend to ignore and care less about the issue due to time constraint and busy.
  • When they are in their comfort zone, it’s difficult to change their current lifestyle.
  • The issue of obesity among child is not being emphasized compared to obesity for adults.

7.3  OPPORTUNITIES

  • The number of overweight children is increased and doubled, that alarming the government.
  • The Malaysia government is getting serious about putting an end to childhood obesity among Malaysian.
  • In Malaysia there is no specific campaign to help create awareness amongst Malaysians on childhood obesity, thus there is not much direct competitor.
  • Develop partnership with health professional to gain more information on the issues.

7.4  THREATS

  • The restriction of how parents think of the issue and the campaign itself based on their lifestyle and culture.
  • People do not want to know unpleasant facts about them and their child.
  • Competitions from other campaign which deliver similar message or opposing message.
  • Developing country is a main factor leading to lack of healthier lifestyle.

CHAPTER 8 : STRATEGIC TARGET AUDIENCE
 
8.1  PROPOSED PRIMARY TARGET AUDIENCE

·           DEMOGRAPHIC:
  • Age: 30 - 40 
  • Gender: Male and Female 
  • Education: Diploma, Degree, Master and above
  • Occupation: Come from all different fields
  • Income Range: RM1500 and above
  • Race & Ethnicity: All races
  • Geographical Location: Urban


·         PSYCHOGRAPHICS:
  • Perception: Consume healthy food and exercise regularly is important to maintaining the right BMI
  •  Learning: Printed media, Websites, TV commercial, friends and family
  • Motivation & Needs: The health risk that will develop caused by obesity or overweight.
  • Attitude & Personality: Positive thinker, serious and concern, enthusiastic, open minded, good in time management, ambitious
  • Lifestyle: modern, busy, social



CHAPTER 9 : RESEARCH 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. 
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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