Creative Brief - Childhood Obesity

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  • 1. Creative Brief: Childhood Obesity Jennifer Heal April 13, 2010 Design Development Jeffrey Riman
  • 2. ProcessCalorie Counter Persona of Single Mom
  • 3. Process Pleducation
  • 4. ProcessPersona of Single Mom
  • 5. Process Next Steps Revision: Simplify the Idea
  • 6. Process Current/ Final Idea:Nutritionalist Counselor
  • 7. Creative Brief: Idea Board
  • 8. More in Depth…
  • 9. TOPIC/ TASK Child Obesity: more than tripled in the past 30 years. The prevalence of obesity among children aged 6 to 11 years increased from 6.5% in 1980 to 19.6% in 2008. The prevalence of obesity among adolescents aged 12 to 19 years increased from 5.0% to 18.1%.Nutritionist in Schools: they would be there to do several things…1. Meet with each child at least 4 times a year (or more depending on the case) to check BMI, weight etc.2. Give guidance to children struggling with weight related emotions/ depressions.3. Provide Health Progress reports showing them where they started, where they are now, better food choices etc. (would be determined through the quarterly meetings.)4. Teach the children about nutrition more in depth in weekly mandatory classes.5. Work with cafeteria vendors to transform the food served to the children.
  • 10. More in Depth…
  • 11. CLIENT/ AUDIENCE •Middle school children from grades 4th to 8th because they are just beginning to obtain their sense of identity.•The program will begin in schools in Huntington, West Virginia because that iswhere the most obese population is in the US.•Kids with emotional eating, depressional eating, traumatic experiences, stress•Why Huntington??
  • 12. Map 1
  • 13. Map 2 Time Magazine
  • 14. More in Depth…
  • 15. RESEARCH/ WHY? •“Social networks and virtual worlds have, however, allowed teens to widen the search for groups to belong to. Increased levels of information sharing and the ease with which teenagers can speak to others means that they can join groups that they may not have the confidence to in the real world.” Sulake Corporation (Online Entertainment) •“57% - in US want to be part of a group of people that had similar interests to them” Sulake Corporation (Online Entertainment)•Globally, brands including Coca-Cola, McDonalds, Nike, and Cover Girl ranked as the mostpopular with teens ages 13-17•Usage has changed too: While 38% of teens used their phones to listen to music in 2006, 71%now do so.•Less costly and less time-demanding videogames have proven more popular with multitaskingteens trying to make the most of their pocket money.•Worldwide, McDonalds (MCD) was by far the most preferred fast-food brand—chosen by 39%of all teens. The next two brands, Burger King and KFC, were chosen as top pick by 8% and 5%of participants, respectively.
  • 16. Seventeen Health Section•Teen girls are being exposed to SeventeenMagazine which teaches about how to loseweight•They have online discussions about the subjectas well•Making weight lose the issue not healthy living
  • 17. What do Teens Wear? Teens in the US wear mostly Abercrombie, Hollister and American Eagle: three brands that promote being skinny as beautiful Sulake runs Habbo (virtual world of avatars). Habbos second Global Youth Survey features the results of a two- month-long poll conducted at the end of last year, which surveyed 58,486 teens in 31 countries. The findings were recently published in a 255-page report targeted at companies looking to market to the lucrative demographic.
  • 18. Teen Top Interests? Lower interest in excercising and doing sportsHigh interest in GREEN = EUROPE gaming, GRAY = USA computers Sulake runs Habbo (virtual world of avatars). Habbos second Global Youth Survey features the results of a two- month-long poll conducted at the end of last year, which surveyed 58,486 teens in 31 countries. The findings were recently published in a 255-page report targeted at companies looking to market to the lucrative demographic.
  • 19. Teen Internet Usage A high rate of instant messaging and email is common in the US showing that social face to face interaction is slowly being waned out. GREEN = EUROPE GRAY = USA Sulake runs Habbo (virtual world of avatars). Habbos second Global Youth Survey features the results of a two- month-long poll conducted at the end of last year, which surveyed 58,486 teens in 31 countries. The findings were recently published in a 255-page report targeted at companies looking to market to the lucrative demographic.
  • 20. Teen Music Interests GREEN = EUROPE GRAY = USA Sulake runs Habbo (virtual world of avatars). Habbos second Global Youth Survey features the results of a two- month-long poll conducted at the end of last year, which surveyed 58,486 teens in 31 countries. The findings were recently published in a 255-page report targeted at companies looking to market to the lucrative demographic.
  • 21. More in Depth…
  • 22. FEATURES/ VALUES •Makes weight about health not image •Opens the Topic: many times weight is made an issue with children from the start as they go through their lives thinking being “fat” means being ugly. These means associating food with negativity and therefore feelings of defeat when it comes to being healthyTransform the Cafeteria: because there will be an on site nutritionist in schools, she would work with the food vendors to provide healthier options. The nutritionist would also train the cafeteria employees on several things…1. Correct portion sizes2. How to offer healthier suggestions to the kids without sounding too forceful3. How to prepare the food better/ healthier
  • 23. Cafeteria Evolution… Time Magazine
  • 24. More in Depth…
  • 25. Deliverables/ End Goals •This is one of those projects with no true end goal; rather it is something that will become a global effort •The idea is that if the implementation of a nutritionist works in Huntington, West Virginia, it can be implemented in other schools around the US.•Intangibly this program will create a sense of awareness of health issues and teach youngergenerations that eating healthy is not about being skinny, but rather it is a lifestyle change thatcan allow one to live a longer and more fruitful life.•Tangibly, hopefully the start of the program in Huntington, West Virginia will not only helpchildren lose weight but instill in ways to maintain a healthier lifestyle.
  • 26. Upcoming Weeks April 12, 2010: devise more conclusions from peer to peer teen interaction and teen exposure; beginning gathering process materials April 19, 2010: research other places to expand the programs; where would I take it from here? April 26, 2010: Scan in process materials and cite sources May 4, 2010: Deliver final project