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Weight control and healthy eating advertising practical suggestions
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Weight control and healthy eating advertising practical suggestions



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  • 1. NOV 09 Topic: Weight Control & Healthy Eating NM 3220 Practical Suggestions DW 3 Presented By: Chang Yi Ping Hilda U071902L Lim Xiu Yan Jacqueline U072097W Md Khairul Azmi B Suhaimi U071772M Tan Soo Huay U072688Y Teo Qi Ling U072726X
  • 2. Practical Suggestions for HPB People practising weight control may not necessarily use healthy methods to do so. Among female NUS undergraduates, it was discovered that 67.3% are controlling their weight. However, instead of using healthy eating as their weight control method, female undergraduates were found to skip meals, starve or avoid food from certain food groups in order to maintain or lose weight, thus compromising on a balanced diet. According to our findings, there is a negative relationship between NUS female undergraduates’ intention to control weight and their frequency of healthy eating practices. This situation might be worsened due to the recent obesity prevention campaigns by HPB. In a bid to lose weight, people might turn to extreme measures to lose weight. This research has identified three areas that predict intention to control weight, which are attitude towards weight control, subjective norms (which are social factors) and self-efficacy. This research has also shown that weight-controlling females have a positive attitude towards healthy eating as a method of weight control. This presents HPB with an opportunity to leverage on the favourable attitudes. For instance, HPB can launch a campaign to educate female tertiary students on healthy weight control methods and most importantly, promote the use of healthy eating as their weight control method. Subjective norms, or social factors, were found to be the strongest predictor of the intention to control weight. It was also discovered that weight-controlling females tend to seek approval from people important to them when it comes to weight control. This implies that messages targeted at people who are important to the weight-controlling females might prove effective to influence and drive weight-controlling females to adopt healthy eating as their
  • 3. weight control methods. There should be informational print and web publications and broadcast advertisements highlighting the consequences of unhealthy or extreme dietary weight control methods for example gastric problems, eating disorder and depression. According to our findings, sports instructors, parents, and friends are identified as having the greatest power to influence or disapprove of female tertiary students’ unhealthy dietary weight control methods. Messages tailored could take the form of "Say Yes to Healthy Weight Control". We hope that through word-of-mouth, these messages could be bring across to the female undergraduates more effectively. Self-efficacy was found to be another significant predictor of the intention to control weight. Findings of the present study showed that weight-controlling females are dissatisfied with their weight control methods though these methods are healthy because results of weight loss are not instantaneous. There is an urgent need to discourage the weight-controlling females from adopting extreme measures like starving because losing weight does not happen overnight. This can be done by assuring them that healthy weight control methods may not show instant results but they can look forward to long-term benefits. Since they already perceive themselves to be in control of their weight, HPB's message can be tailored that they have the ability to make the right choice when selecting weight control methods. As such, we can portray the right choice of weight control methods as healthy dietary habits. The message could take the form of "I Can Control My Weight Healthily", "I am Confident of Healthy Weight Loss" and "Make the Right Choice". The messages should be accompanied by statistics of successful weight control methods or testimonials from successful weight-losing females. These messages have to be reinforced with information on the healthy weight control methods and healthy dieting. Examples include the appropriate proportions of food from each food group in order to lose weight, or the healthy weight loss range of 1kg per
  • 4. month. Recommended media channels to disseminate the messages include newspaper editorial (which female NUS students have ranked as their most frequent source of weight control advices) and magazine articles (ranked second). Attitude towards weight control was also found to be a significant predictor of the intention to control weight. Findings of the present study revealed that female undergraduates perceive weight control as beneficial but not enjoyable or pleasant. There is a need to portray weight control as not as enjoyable as they believe it to be. The findings of the present study also reveal that the perception of healthy eating as a weight control method being 'pleasant' has the highest correlation towards the overall attitude towards healthy eating. According to the theory of planned behavior, attitude towards a behavior is likely to predict the intention for a behavior which in turn predicts the actual behavior. Hence improving the perception of healthy eating as a weight control method as 'pleasant' will increase the overall attitude towards healthy eating as a weight control method. To do so, HPB should debunk any misconception that healthy food is not delicious. We suggest HPB to provide examples and information of healthy and delicious food. For instance, providing a database of food stalls that sell healthy food. In addition, our group also recommends HPB to give out recipe booklets to every household, explaining how to prepare healthy, nutritious and low-fat, lot calories meals. By doing so, people who want to control their weight may adopt these healthy recipes instead of extreme measures as their weight control methods.