•The case study highlights the difference in the obesity rate in children sincethe 60’s and present.•The dominant reason is described to be the consumption patterns andexercising frequency i.e. a high calorie and rich in fats diet along withminimal exercise.•In July the CDC (Centres for Disease Control) launch a campaign spending$125 million including media purchase, Public Relation activities etc.•They wanted to communicate the message of healthy living to reducechildhood obesity.
One of the major reasons for obesity was lack of exercise asmost of the entertainment sources switched from physical tonon physical. Some of the major sources includeTelevision, internet etc. There was also an observed radicaldecline in physical education in schools from a 50% to 21 %in the past decade.The CDC uses various children related sources to approachthem including targeting a live action Nickelodeon showcalled WACK which was extensively watched by thekids., advertisements in Nick magazine and the website alsosponsoring Rock and Jock on MTV.
There was a controversy regarding the positivelifestyle approach of the campaign because there was apast effort related to anti drug campaigns which provedblunderous.
1. The campaign focuses primarily on children, with limitedattention to parents. Teacher and other potential influencersare directly targeted. What do you think is the appropriatebalance among these groups? Why?Ans-1I believe that simply focusing on the children as a direct target mayprove more difficult. The message supposed to be conveyed maynot be perceived exactly as planned. The other influential peoplelike teachers and parents have a huge role in the behavior of thechildren including the food they eat, activities performed etc.Therefore more attention and involvement should have beenincorporated.
2. Is the positive approach better then the negative approachin the situation? Why?Ans-2The negative approach would be more effective as it would set analarm in the mind of the kid regarding the harms associated withnot being healthy. Rather than showing a couple of positive pointsregarding the subject a few pictures showing the future of obesepeople would set a better trigger.
3. Describe a series of three positive – lifestyle ads youwould use to encourage physical activity among 9-13 yearolds?Ans-3•Showing well accepted role models of the society to promotethe cause or maybe even cartoons as they are more acceptedduring that age.•Convincing ads, which centre around healthy foodproducts, can help improve the diet of a child, if they areattractive enough.
4. Describe a series of three warning ads you would use to encouragephysical activity among 9-13 year olds?Ans-4•Showing before and after results of not having a healthy life•Awareness regarding the various diseases one could catch by not being activeand having a good diet.•Awareness regarding the harms of eating unhealthy food and how bad it is tothe human body for development and energy.
5. Describe a series of three positive life style ads targeting parentsthat would use to encourage physical activity among their 9-13 yearold children?Ans-5•Showing the positive effects of leading a healthy life like bettermetabolism, stronger immune system, stronger muscles, heart etc.•Awareness regarding the need for a growing child to lead a balancedhealthy life for better performance in academic fields as well as a allrounded better being. (Growing Years)•Displaying social icons who are successful due to healthy living likeathletes like Kobe Bryant, LeBron James etc to perform the message to beconveyed.
6. Describe a series of three warning ads targeting parents that youwould use to encourage physical activity among their 9-13 year oldchildren?Ans-6•Awareness regarding the harmful diseases one can get due to poorexercise and unhealthy living•Displaying statistical facts like decrease in life expectancy in humanbeings•Displaying documentaries showing the bad nutrient content in all junkfoods and recommending alternatives.