Institutional name:

  • Category:
    Marketing
  • Document type:
    Assignment
  • Level:
    Undergraduate
  • Page:
    5
  • Words:
    3095

CHILDHOOD OBESITY 1

CHILDHOOD OBESITY

CHILDHOOD OBESITY

PART 1: Introduction

In this study, there is the analysis of issues to deal with obesity. Issues that have been pointed out in the study include the rate of the prevalence of the rates and cases of obesity among the children and among the world population. In this study similarly, remedies are given as to the measures that can be put in place to control the issues to do with obesity. Some of the main points in this include the application and use of healthy habits by the people. They also involve the adoption of new ways of life by the people. Through this, the study arrives to a conclusion as to how the childhood obesity issue can be eliminated completely. This will be replicated by healthy children in the society this will be reflected by the increase in their hygiene and health which will not only be in their young lives but also in their adult lives. This, therefore, is for the general good of the community development and health.

Background of the study

Childhood obesity is a global issue that over the recent past has gained the attention from all the sources. (Kennedy, 1995)This is a situation whereby the children gain excess body weight to the extent of posing a health problem. It has in respect to this affected the lives, health and the future of the young people in the world. Some of the leading causes of obesity in the world include the ways of life that are adopted by the families in the world and the feeding habits of the people. (McGinnis, 2006)Some of the junk and fatty foods have also been on the forefront in the increase in the cases of childhood obesity. The lack of physical exercises by the children has also lead to the accumulation of excess body weight and this has aided in the development of obesity. Obesity increases the threat of occurrence of cardiac related complications among many other diseases. It is through this that people who are obese or heavy weight have a high chance of suffering from heart attacks and similar complications. (Gordon, 2007)

Statement of the problem

Obesity has been very prevalent in the world, not only among the children but also among the adults. Study has shown that currently, more than 23 million children and adults are either overweight or obese in the United States. This is indicative of the prevalence in the problem. This is nearly a third of the population. The world at large is suffering from the problem of having obese people in the society. The problem in this case is that obesity makes people very unproductive in the society. (Devaney, 2005) It also makes them more prone to suffering from such things as heart attacks and other complications such as varicose veins it is therefore the hope of all the major players and stakeholders in the department of child nutrition across the world to seek to control the menace of childhood obesity. (Gordon, 2007)

Literature review

There have been measures that have been developed to deal with the cases of childhood obesity among the children and the children. (Gleason, 2001) Some of the literature that has been used in the development of the study and in the control of the issue dates back to the 1980s. They have all been in a bid to see to it that there is the creation of control and restrictions as to the ways of life of the children in order to control the menace of childhood obesity. (Gleason, 2001)The studies have also given recommendations as to the measures that should be put in place to see to it that there is the creation of control among the children and in the society. With adequate controls in place, there is the possibility of reducing the menace of childhood obesity among the children. This will be for the future good of the society. It is however very disappointing that despite the measures and being put in place, there is an increase in the level of ignorance among the people as to the means through which there is control of the menace. People want a ‘good’ life for their children and in this, they give them junk foods and ‘lazy’ physical exercises. This has been one of the leading causes of the development of the problem. This is where the parents let their children get involved in activities that are physically not fit or good for their bodies. They also let them engage in feeding and nutritional habits that will not aid in the control of their body weight. (Gleason, 2001)

As pointed out, with the parents not putting enough measures to see to it that the ways of life of their children are good and healthy, the problem of childhood obesity will still ringer in the societal way of life. (Gleason, 2001)With this, it is recommended that adequate measures should be developed and that laws should be put in place by the relevant jurisdictions as to how the children should be developed and trained on some aspects of life. Through this, there will be a reduction in the cases of childhood obesity. (Kennedy, 1995)

Conclusion

Childhood obesity as pointed out has become a global issue which has affected a majority of livelihoods. This has been due to the spread in the cases of the overweight children in the society. This has had the effect of resulting to an increase in the unhealthy ways of life by the people. Childhood obesity despite the measures that have been put in place has been on the rise. This can be attributed to the ignorance by the parents and the key stakeholders in the society. This is where they fail to put in place all the required measures and control to reduce the menace. The reduction of this would be to the better good of the society. This is because it would reduce the fatalities and other problems that are associated with the spread of the disease. This would be to the future good of the society. Control is the key thing that is required in the dealing with the menace in the society.

Works cited

Princeton, NJ: Mathematica Policy Research Inc., 2005. Assessing the Nutrient Intakes of Vulnerable Subgroups: Final Report. Devaney B, Kim M, Carriquiry A, Camano-Garcia G.

Princeton, NJ: Mathematica Policy Research, Inc., 2001. Food for Thought: Children’s Diets in the 1990s. Gleason P and Suitor C.

Washington, DC: US Department of Agriculture, Food and Nutrition Service, 2001. Children’s Diets in the Mid-1990s: Dietary Intake and Its Relationship with School Meal Participation. Gleason PM, Suitor C.

Princeton, NJ: Mathematica Policy Research, Inc, 2007. School Nutrition Dietary Assessment Study-III: Volume I: School Foodservice, School Food Environment, and Meals Offered and Served: Final Report. Gordon A, Crepinsek MK, Nogales R and Condon E.

1995; 53(5):111-126. Nutr. Rev. Kennedy E and Goldberg, J. “What are American Children Eating? Implications for Public Policy.”

Washington, DC: Institute of Medicine, The National Academies Press, 2006. Food Marketing to Children and Youth: Threat or Opportunity? McGinnis JM, Gootman JA, Kraak VI, eds.

PART 2 : SOCIAL MARKETING PLAN – CHILDHOOD OBESITY

Situational analysis

Childhood obesity as identified in the first part of the study has been on the rise in the society and the world at large. This is what has called for the development of measures and controls that are aimed at seeing to it that there is the control over the spread and increase in the issue. This will be through ways that can be adopted at the societal level to manage the spread. As pointed out, the spread has been due to the ignorance by the stakeholders such as the schools and the parents and also the governments in the seeing to it that there measures in place to control the menace. Through this, measures need to be developed in a bid to control the spread of the vice. This will be to the future good and benefit of the children who suffer from this. The measures will also aid the parents in the looking after the children who are growing in a healthy and hygienic manner.

Market segmentation and targeting

The problem of childhood obesity has affected the world at large. In this case, the measures that can be developed will target on the impacting to the society at large. The market cannot be segmented in any way as children are present in all the societies. With this therefore, there should be adequate control as to how the people manage their children in terms of the health and hygiene habits that they develop and also in terms of the controls against the spread of the vice of childhood obesity. the only classification that would be appropriate in this case would only be by regions so as to have small manageable groups.

Positioning and branding

As pointed out, childhood obesity is a global issue that affects people from all the parts of the world. With this, the position of the campaign is a very sensitive one. This is because of the increasing cases of overweight and obese children in the society. To deliver the message of the campaign against childhood obesity, we intend to use both social and print media to air our concerns. The televisions will also come in handy in the passing of the message. This will be through a section of educative message about the control of the illness to the society. Through this, we will be able to reach a huge audience. The social media has in the recent past acquired recognition and fame as being one of the best advertising sites in the worlds. This is due to the number of audience that it reaches. With this, we will also embark on a social media campaign that is aimed at the sensitization of the masses as to the control measures that can be put in place to reduce the vice of childhood obesity in the society. With this, the world at large will feel the impact of the campaign. Print media and such things as newspapers and other publications will also be used in the spread of the news about the disease.

In order to be able to relate and get attention of the masses, we intend to use celebrities and world known people in the carrying out of the campaigns. This is because through them, it will be relatable and appealing to the public. Some of the success stories as to the case of childhood obesity will also be aired so that people can see the difference and impact in the personal lives of the people.

Stakeholder analysis

The parents play a key role in the development of the children. This is through the parenting act and by living with them. It has been proved and confirmed through research that the children emulate their parents in their everyday activities. Through this therefore, the parents have a role that they play in the development of the children and in their social lives. Through adopting of a healthy way of life, the parents will build a basis for the children to develop themselves and to also have a healthy way of life. A healthy life can be described as one whereby there is the consumption of healthy, less sugary and less fatty foods. It also involves the engaging of the body in physical exercises. The parents should develop a culture among the children to embark on such activities as this. This will be to the better of the society as the children will have healthier lives free from obesity and overweight complications. The parents should therefore try to their level best to see to it that the raise their children in a manner as to see to it that they are able to have healthy ways of life and healthy bodies. This will also be in line with the global goals and objectives in relation to the ways of life and the impact on the lives of the children.

Children, according to research spend most of their lives with both the parents and teachers. With this, the parents and the teachers play a lead role in the development of the ways of life and the customs of the children. With this therefore, the teachers are on the forefront in the controlling of the behaviours and habits of the children. With this, they should teach the children on measures and means of living a healthy life. This should be through the development of a culture of physical exercises and healthy eating. This will be translated into the future lives of the children. The teachers are therefore on the forefront in the campaign. Teachers also act as role models for the children. With this, the children will take up the cultures and the ways of life that they observe among the teachers. This will be on the forefront in the seeing to it that there is the development of a healthy culture among the young generation of the society. They should therefore teach healthy practices among the children. This will be for the better good of the society and the world at large.

The media, on the other hand touches on the livelihoods of the people in the world on a daily basis. It can in respect to this develop ads that are channelled to the seeing to it that there is the development of a healthy way of life by the people. Through this, the people who follow the media will take up the measures towards healthy living and this will be to the future benefit of the society. (Anderson, 2007)Through this, there will be the reduction in the spread of the cases of childhood obesity. Media campaigns can be a beneficial to the campaign in that they have the ability to impact to the society in all the aspects. The campaigns should be channelled to the development of a better way fo life for the children. This can include such things as weight reduction to the overweight and the weight maintenance foe those with good and balanced body weights. This will be to the better good of the society. (Hamilton, 2004)

Authorities, just like the other stakeholders are in the forefront with the addressing of the issues as pertains to childhood obesity. The authorities can put in place measures such as in the content of the foods consumed and in the curriculum that is used at school to reflect to a better healthy life for the children. This can be through such things as the making of physical classes and games to be a compulsory subject for the school curriculum. The controls also in the foods can also be on the forefront in the creation of adequate controls for the reduction in the spread of childhood obesity among the children. This will be to the future good of the society. (Anderson, 2007)

Offer development

The product in this case that is being passed and sold to the people of the world is good healthy living. This is in response to the increase in the cases of obesity among the children in the society. (Burstein, 2002)

The price that this will cost the society is the reduction of the medical costs that are incurred in the monitoring and treatment of the people and mostly so the children with weight issues. This will therefore be to the better of the society and the ways of life of the people in the society. (Burstein, 2002)

This will be applied to all the corners of the world. This is in the societal levels of the people in the world. This will therefore be to the better good of the people of the world. The four corners of the world, the societies in the world and all the countries in the world will be reception to the campaign that will be put in place. (Burstein, 2002)

Promotion

Some of the promotional techniques that will be applied will include the use of the social media, the print media and the television and radio newscasts. This will be enhanced through the use of celebrities and other world renowned people to foster the campaigns that we intend to embark on. This will aid in the reduction of the vice. This will be through the spreading of good news to the public on the issues as pertains to the demerits that accrue from people with weight issues. (Briley, 1999)

Implementation

The implementation of the campaign will be through the adoption of several faces of management. They will include the passing if the good news to the people on the weight reduction. The use of the celebrities will also aid in the spread of the news to the people. The social media and televisions will also be in line with the development of the campaign.

Monitoring and evaluation

The statistics that will be reviewed will show whether the campaigns have been successful. This will be through the checking whether there is a reduction in the weight issues among the children. The reduction in the cases and the spread of the weight complications among the children will be the basis for the analysis. This will be to the better good of the people.

References

1999; 99(8):950-954. J. Am. Diet. Assoc. Briley ME, Jastrow S, Vickers J, Roberts-Gray C. “Dietary Intake at Child-Care Centers and Away: Are Parents and Care Providers Working as Partners or at Cross-Purposes?”

Washington, DC: United States Department of Agriculture, Economic Research Service, 2002. Meals Offered by Tier 2 CACFP Family Child Care Providers—Effects of Lower Meal Reimbursements. Crepinsek M, Burstein N, Lee E, Kennedy S, Hamilton W of Abt Associates Inc.

Washington, DC: United States Department of Agriculture, Economic Research Service, 2004. Effects of Food Assistance and Nutrition Programs on Nutrition and Health: Volume 3, Literature Review. Fox M, Hamilton W, Lin B-H.

http://www.fns.usda.gov/cnd/lunch/competitivefoods/report_congress.htmWashington, DC: United States Department of Agriculture, 2001. National School Lunch Program: Foods Sold in Competition with USDA School Meal Programs: A Report to Congress, 2001.

. 2007; 77(8): 500-521. J. Sch. HealthO’Toole TP, Anderson S, Miller C, Guthrie J. “Nutrition Services and Foods and Beverages Available at School: Results from the School Health Policies and Programs Study 2006.”

http://www.gao.gov/new.items/d05563.pdfWashington, DC: United States Government Accountability Office, 2005. School Meal Programs: Competitive Foods are Widely Available and Generate Substantial Revenues for Schools.

2006; 16(1):143-168 Future Child Story M, Kaphingst KM, French S. “The Role of Child Care Settings in Obesity Prevention.”