Tackling Childhood Obesity
                                            ..the role of GOOD communication




Presented by B...
Overview
•   Childhood obesity: a global challenge
•   Some basic facts
•   The role of good communication
•   An Irish ca...
1. A GLOBAL CHALLENGE
“Obesity is one of today’s most blatantly
  visible – yet most neglected – public
  health problems. If immediate action i...
A Global Epidemic




WHO and International Obesity Task Force:

300 million people around the world
are obese (BMI>30)
At...
Obesity Trends* Among U.S. Adults
                        BRFSS, 1985
                       (*BMI ≥30, or ~ 30 lbs. overw...
Obesity Trends* Among U.S. Adults
                        BRFSS, 1986
                       (*BMI ≥30, or ~ 30 lbs. overw...
Obesity Trends* Among U.S. Adults
                        BRFSS, 1987
                       (*BMI ≥30, or ~ 30 lbs. overw...
Obesity Trends* Among U.S. Adults
                        BRFSS, 1988
                       (*BMI ≥30, or ~ 30 lbs. overw...
Obesity Trends* Among U.S. Adults
                        BRFSS, 1989
                       (*BMI ≥30, or ~ 30 lbs. overw...
Obesity Trends* Among U.S. Adults
                        BRFSS, 1990
                       (*BMI ≥30, or ~ 30 lbs. overw...
Obesity Trends* Among U.S. Adults
                         BRFSS, 1991
                        (*BMI ≥30, or ~ 30 lbs. ove...
Obesity Trends* Among U.S. Adults
                        BRFSS, 1992
                       (*BMI ≥30, or ~ 30 lbs. overw...
Obesity Trends* Among U.S. Adults
                        BRFSS, 1993
                       (*BMI ≥30, or ~ 30 lbs. overw...
Obesity Trends* Among U.S. Adults
                        BRFSS, 1994
                       (*BMI ≥30, or ~ 30 lbs. overw...
Obesity Trends* Among U.S. Adults
                        BRFSS, 1995
                       (*BMI ≥30, or ~ 30 lbs. overw...
Obesity Trends* Among U.S. Adults
                        BRFSS, 1996
                       (*BMI ≥30, or ~ 30 lbs. overw...
Obesity Trends* Among U.S. Adults
                        BRFSS, 1997
                      (*BMI ≥30, or ~ 30 lbs. overwe...
Obesity Trends* Among U.S. Adults
                        BRFSS, 1998
                      (*BMI ≥30, or ~ 30 lbs. overwe...
Obesity Trends* Among U.S. Adults
                        BRFSS, 1999
                      (*BMI ≥30, or ~ 30 lbs. overwe...
Obesity Trends* Among U.S. Adults
                        BRFSS, 2000
                      (*BMI ≥30, or ~ 30 lbs. overwe...
Obesity Trends* Among U.S. Adults
                        BRFSS, 2001
                      (*BMI ≥30, or ~ 30 lbs. overwe...
Obesity Trends* Among U.S. Adults
                                  BRFSS, 2002
                      (*BMI ≥30, or ~ 30 l...
Obesity Trends* Among U.S. Adults
                        BRFSS, 2003
                      (*BMI ≥30, or ~ 30 lbs. overwe...
Obesity Trends* Among U.S. Adults
                        BRFSS, 2004
                       (*BMI ≥30, or ~ 30 lbs. overw...
Obesity Trends* Among U.S. Adults
                         BRFSS, 2005
                       (*BMI ≥30, or ~ 30 lbs. over...
Obesity Trends* Among U.S. Adults
                         BRFSS, 2006
                       (*BMI ≥30, or ~ 30 lbs. over...
Obesity Trends* Among U.S. Adults
                         BRFSS, 2007
                       (*BMI ≥30, or ~ 30 lbs. over...
A Global Epidemic




WHO and International Obesity Task Force:

300 million people around the
world are obese (BMI>30)
At...
2. SOME BASIC FACTS
Defining Obesity
• Obesity means an excess amount of body fat.
• No general agreement exists on the definition of
  obesit...
Definitions for Adults

• An adult who has a   • An adult who has a
  BMI between 25 and     BMI of 30 or higher is
  29.9...
Impact on Children
    PHYSICAL HEALTH                       EMOTIONAL HEALTH
•                                     • Low ...
Impact on Society

    Estimates of Obesity-related
     Health Care Costs (USA)

– U.S. Government       $110 billion
– A...
Contributing Factors
•   Increased use of motorised transport
•   Fall in opportunities for recreational physical activity...
ENERGY
       ENERGY IN            VS
                                    EXPENDITURE

• More energy dense foods        • ...
Balancing the Energy Budget
           FOR CHILDREN:
 Maintain energy balance at a healthy
 weight - while protecting heal...
Diverse Diets

• Some years ago the photographer Peter
  Menzel took pictures of 30 families in 24
  countries, depicting ...
GERMANY
USA (North Carolina)
ITALY
GREAT BRITAIN
KUWAIT
MEXICO
USA (CALIFORNIA)
CHINA
POLAND
EGYPT
MONGOLIA
ECUADOR
BHUTAN
CHAD
3. GOOD COMMUNICATION
Evidence-Based Communication
•   Negative messages rarely work
•   Demonising food can be unhelpful
•   Mixed messages are...
A Collaborative Effort
• Governments                   • NGOs & Charities
• Health professionals • Community groups
  (pra...
4. AN IRISH CASE STUDY
Estimated EU prevalence of overweight & obesity




                                                     18% of adults are...
Children & Teenagers
• In 2007, there were     • Children 5-12 yrs*
  1,056,947 children in     11% overweight
  Ireland u...
Family Role Models
  • 89% of all eating                                 • Children with active
    occasions for 5-12 yea...
Positive Collaboration
• National Taskforce on Obesity (est. March ‘04)
  made 93 recommendations
• It recognised that a m...
Leadership in Action
The EU food industry has made 200
  commitments (covering: food labelling;
  education; physical acti...
Nutrition & Health Foundation
        • Multi-stakeholder organisation
        • Industry-funded
        • First of its ki...
Guideline Daily Amounts (GDAs)
          • The one, truly pan-European scheme
          • Key information on calories, sug...
Consumers’ Verdict
           • 75% of consumers find
             GDAs easy to
             understand
           • 88% f...
5. TAKING ACTION IN ASIA
Obesity in Asia
“The rapid modernisation of China & other Asian countries
has produced an alarming spike in the rate of ob...
Keys to Success
•   Invest in positive collaborative solutions
•   Insist on GOOD communication
•   Equip young people wit...
….Is obesity on your agenda?




  Thank You.
Any Questions?
Tackling Childhood Obesity   The Role Of Good Communications
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AFIC Symposium on Food & Safety Initiatives in Asia/Pacific, 29 April 2009, Singapore. www.afic.org

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Tackling Childhood Obesity The Role Of Good Communications

  1. 1. Tackling Childhood Obesity ..the role of GOOD communication Presented by Beverley Postma AFIC Symposium on Food Safety Initiatives in Asia/Pacific. SINGAPORE - April 29, 2009
  2. 2. Overview • Childhood obesity: a global challenge • Some basic facts • The role of good communication • An Irish case study • Taking action in Asia
  3. 3. 1. A GLOBAL CHALLENGE
  4. 4. “Obesity is one of today’s most blatantly visible – yet most neglected – public health problems. If immediate action is not taken, millions will suffer from an array of serious health disorders” World Health Organisation, 2009
  5. 5. A Global Epidemic WHO and International Obesity Task Force: 300 million people around the world are obese (BMI>30) At least 155 million school-age children are overweight or obese (BMI>25)
  6. 6. Obesity Trends* Among U.S. Adults BRFSS, 1985 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% Source: CDC Behavioral Risk Factor Surveillance System.
  7. 7. Obesity Trends* Among U.S. Adults BRFSS, 1986 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% Source: CDC Behavioral Risk Factor Surveillance System.
  8. 8. Obesity Trends* Among U.S. Adults BRFSS, 1987 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% Source: CDC Behavioral Risk Factor Surveillance System.
  9. 9. Obesity Trends* Among U.S. Adults BRFSS, 1988 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% Source: CDC Behavioral Risk Factor Surveillance System.
  10. 10. Obesity Trends* Among U.S. Adults BRFSS, 1989 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% Source: CDC Behavioral Risk Factor Surveillance System.
  11. 11. Obesity Trends* Among U.S. Adults BRFSS, 1990 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% Source: CDC Behavioral Risk Factor Surveillance System.
  12. 12. Obesity Trends* Among U.S. Adults BRFSS, 1991 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% Source: CDC Behavioral Risk Factor Surveillance System.
  13. 13. Obesity Trends* Among U.S. Adults BRFSS, 1992 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% Source: CDC Behavioral Risk Factor Surveillance System.
  14. 14. Obesity Trends* Among U.S. Adults BRFSS, 1993 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% Source: CDC Behavioral Risk Factor Surveillance System.
  15. 15. Obesity Trends* Among U.S. Adults BRFSS, 1994 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% Source: CDC Behavioral Risk Factor Surveillance System.
  16. 16. Obesity Trends* Among U.S. Adults BRFSS, 1995 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% Source: CDC Behavioral Risk Factor Surveillance System.
  17. 17. Obesity Trends* Among U.S. Adults BRFSS, 1996 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% Source: CDC Behavioral Risk Factor Surveillance System.
  18. 18. Obesity Trends* Among U.S. Adults BRFSS, 1997 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% ≥20% Source: CDC Behavioral Risk Factor Surveillance System.
  19. 19. Obesity Trends* Among U.S. Adults BRFSS, 1998 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% ≥20% Source: CDC Behavioral Risk Factor Surveillance System.
  20. 20. Obesity Trends* Among U.S. Adults BRFSS, 1999 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% ≥20% Source: CDC Behavioral Risk Factor Surveillance System.
  21. 21. Obesity Trends* Among U.S. Adults BRFSS, 2000 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% ≥20% Source: CDC Behavioral Risk Factor Surveillance System.
  22. 22. Obesity Trends* Among U.S. Adults BRFSS, 2001 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% 20%–24% ≥25% Source: CDC Behavioral Risk Factor Surveillance System.
  23. 23. Obesity Trends* Among U.S. Adults BRFSS, 2002 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% 20%–24% ≥25% Source: CDC Behavioral Risk Factor Surveillance System.
  24. 24. Obesity Trends* Among U.S. Adults BRFSS, 2003 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% 20%–24% ≥25% Source: CDC Behavioral Risk Factor Surveillance System.
  25. 25. Obesity Trends* Among U.S. Adults BRFSS, 2004 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% 20%–24% ≥25% Source: Behavioral Risk Factor Surveillance System, CDC.
  26. 26. Obesity Trends* Among U.S. Adults BRFSS, 2005 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30% Source: Behavioral Risk Factor Surveillance System, CDC.
  27. 27. Obesity Trends* Among U.S. Adults BRFSS, 2006 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30% Source: Behavioral Risk Factor Surveillance System, CDC.
  28. 28. Obesity Trends* Among U.S. Adults BRFSS, 2007 (*BMI ≥30, or ~ 30 lbs. overweight for 5’ 4” person) No Data <10% 10%–14% 15%–19% 20%–24% 25%–29% ≥30% Source: Behavioral Risk Factor Surveillance System, CDC.
  29. 29. A Global Epidemic WHO and International Obesity Task Force: 300 million people around the world are obese (BMI>30) At least 155 million school-age children are overweight or obese (BMI>25) Source: Behavioral Risk Factor Surveillance System, CDC.
  30. 30. 2. SOME BASIC FACTS
  31. 31. Defining Obesity • Obesity means an excess amount of body fat. • No general agreement exists on the definition of obesity in children as it does for adults. • Most professionals use published guidelines based on the body mass index (BMI)
  32. 32. Definitions for Adults • An adult who has a • An adult who has a BMI between 25 and BMI of 30 or higher is 29.9 is considered considered obese. overweight.
  33. 33. Impact on Children PHYSICAL HEALTH EMOTIONAL HEALTH • • Low self-esteem Type 2 diabetes • • Negative body image Hypertension • • Depression Dyslipidemia • Hepatic steatosis (fatty liver) SOCIAL HEALTH • Cholelithiasis (gallstones) • Stigma • Sleep apnea • Negative stereotyping • Orthopedic problems • Discrimination • Asthma • Teasing and bullying • Heart Disease • Social marginalization
  34. 34. Impact on Society Estimates of Obesity-related Health Care Costs (USA) – U.S. Government $110 billion – American Obesity Association $237 billion
  35. 35. Contributing Factors • Increased use of motorised transport • Fall in opportunities for recreational physical activity • Increased sedentary recreation • Greater quantities & availability of energy dense foods • More use of restaurants and fast food outlets • More frequent and widespread food purchasing opportunities IOTF report to the WHO
  36. 36. ENERGY ENERGY IN VS EXPENDITURE • More energy dense foods • Motorised transport • More use of restaurants • Less physical activity • More purchasing • More sedentary opportunities recreation
  37. 37. Balancing the Energy Budget FOR CHILDREN: Maintain energy balance at a healthy weight - while protecting health, growth, development, and nutritional status
  38. 38. Diverse Diets • Some years ago the photographer Peter Menzel took pictures of 30 families in 24 countries, depicting the food they eat in one week
  39. 39. GERMANY
  40. 40. USA (North Carolina)
  41. 41. ITALY
  42. 42. GREAT BRITAIN
  43. 43. KUWAIT
  44. 44. MEXICO
  45. 45. USA (CALIFORNIA)
  46. 46. CHINA
  47. 47. POLAND
  48. 48. EGYPT
  49. 49. MONGOLIA
  50. 50. ECUADOR
  51. 51. BHUTAN
  52. 52. CHAD
  53. 53. 3. GOOD COMMUNICATION
  54. 54. Evidence-Based Communication • Negative messages rarely work • Demonising food can be unhelpful • Mixed messages are confusing • Focus on empowering parents • Equip children with a new LIFE SKILL
  55. 55. A Collaborative Effort • Governments • NGOs & Charities • Health professionals • Community groups (practitioners & researchers) • Employers • Food industry • Media • Schools & childcare • Parents providers • Individuals
  56. 56. 4. AN IRISH CASE STUDY
  57. 57. Estimated EU prevalence of overweight & obesity 18% of adults are >300,000are 39% children obese areoverweight or overweight obese The report of the National Taskforce on obesity force (2005)
  58. 58. Children & Teenagers • In 2007, there were • Children 5-12 yrs* 1,056,947 children in 11% overweight Ireland under the 11% obese age of 18yrs • Teenagers 13-17yrs** (24.5% of the 11% overweight population) 8% obese (IUNA dietary surveys, *2005 and **2008).
  59. 59. Family Role Models • 89% of all eating • Children with active occasions for 5-12 year parents are 1.5 times olds are at home* more likely to be active than children of inactive parents. • Children of normal weight parents are more likely to • If BOTH parents are be normal weight** active, their children are 5.8 times more likely to be active.** *Gibney and Burke, National Children’s Survey, 2005 **IUNA Dietary Surveys 2005, 2008
  60. 60. Positive Collaboration • National Taskforce on Obesity (est. March ‘04) made 93 recommendations • It recognised that a multi-sectoral approach was necessary • Greater co-operation with food industry • Need to engage both EU and global level
  61. 61. Leadership in Action The EU food industry has made 200 commitments (covering: food labelling; education; physical activity; promotion; advertising and product reformulation) Irish food industry is at the forefront of EU activity
  62. 62. Nutrition & Health Foundation • Multi-stakeholder organisation • Industry-funded • First of its kind in Europe • Bringing together Government & non-government stakeholders • Communicating evidence-based information on healthy lifestyles
  63. 63. Guideline Daily Amounts (GDAs) • The one, truly pan-European scheme • Key information on calories, sugars, fat, saturated fat & salt (sodium) • Front of pack icons enable quick decisions • Irish uptake: 50% of branded food; 90% of retail own-brand products.
  64. 64. Consumers’ Verdict • 75% of consumers find GDAs easy to understand • 88% find GDA information useful • 87% feel GDAs help you select healthier choices • 81% would like to see GDA labels on more food products.
  65. 65. 5. TAKING ACTION IN ASIA
  66. 66. Obesity in Asia “The rapid modernisation of China & other Asian countries has produced an alarming spike in the rate of obesity and diabetes. Rates of childhood obesity are rising at 1% each year - roughly the same rate as Britain, the US and Australia. Asia currently has aprox two-thirds of the world's diabetics, around 90 million people” Paul Zimmet, Chairman of the International Obesity Task Force (IOTF), 2006
  67. 67. Keys to Success • Invest in positive collaborative solutions • Insist on GOOD communication • Equip young people with a new LIFE SKILL • Empower parents and care-givers • Demonstrate leadership • Take action NOW
  68. 68. ….Is obesity on your agenda? Thank You. Any Questions?

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