Background •A tendency for boys to be more obese than girls and this phenomenon only appears in Hong Kong, shown in health studies. •The increasing trend of childhood obesity in Hong Kong reach to a peak at 11 years old in boys and at the age of 8 in girls. • Increase of fast food industries and the varieties of food options led to unhealthy eating habits.
Research Method 1QUESTIONNAIRE Research Location: Primary Schools Area in Whampoa Research Targets: Parents of Primary School Students
questionnaires FINDINGS Where do you obtain food and health related information1Where did you get the nutritional information? 2 Where did you get this information of promotional materials and recommendations ?
questionnaires FINDINGS how does parents influence childrens eating habits 3 How much do you give 4 Do you control your child’s your child for pocket money? eating habit in any way?
Questionnaires FINDINGS what do parents think about the school lunch plan 5 What do you feel about the school lunch plan? Majority of the parents will order the school meal plans as their children’s lunch and 85% of them are satisfied with the existing meal plans. However, they might only concern about the taste/ price range of the school lunch plan, instead of the nutritional value of the ingredients in the lunch plan.
Questionnaires ANALYSIS•In Conclusion, children who were given money to purchase snackstend not to be able to control their own diet, for many of them haveobesity problems.•Parents are responsible for obesity problems because they havecontrol on what their children eat for lunch and how much they eatfor snack.• From the analysis, it can be concluded that parents like to obtainfood information in entertaining and interesting ways. On the otherhand, they would obtain nutritional and educational informationthrough a reliable source.
Research Method 2PICTURE ASSOCIATION Research Location: Around Whampoa Primary Schools Area Research Targets: Primary School Students
Picture Association FINDINGS• 23.6 % of the Boys were appealed tothe appearance of the meal, but regardless of what the food is,• 23.6% of the Boys were appealed to the fast food,•23.6% of the Boys were appealed to the meals with free snacks,•28.9% of the Boys were appealed to the meals with free toys.
Research Method 3 INTERVIEWResearch Location: McDonald’s Fast Food Restaurant ( Whampao) Research Targets: Primary School Students
Interviewee 1 Interviewee 2 Interviewee 3Interesting Quotes: 1 “I prepare lunch for my child to bring to school every day. I always put in fruits in the lunch box as part of his snack. ” – Mrs. Wong 2 I’ll go grocery shopping with my child, and let them choose their snacks. Sometimes I’ll purchases snacks according to what they had last time or my own preference.“ – Anonymous. 3 “It’s different each month. I’ll look at the school’s monthly lunch plan and decide whether I will order meal plan or prepare lunch for my child.” – Mrs. Ding
Interviewee 1 Interviewee 2 Interviewee 3Interesting Quotes: 4 “My child pretty much eats everything. I would control them from eating too much oily/fried/unhealthy food.” – Mrs. Ding 5 “No pocket money is given to them because he is too young to decide on what to eat.” – Anonymous.
Interview ANALYSIS1) Parents (especially the mother) has great influence on what their children consume. Mothers usually take on the role of preparing meals and snacks for their children.2) No pocket money was given to the kids for buying any snacks. Parents make the final decision for their children on what to eat, whether it is snack, homemade lunchboxes or school catered lunch meals3) The mothers have certain knowledge about healthy eating habits and food labels. They were unconfident in answering and explaining what the public diet slogans meant.
Interview ANALYSIS4) Their understanding of healthy eating and nutritional information are minimal. For example, they understand that their children should eat less unhealthy food and eat more vegetables and fruits, They are not concern about the correct proportion to consume in a day.5) All parents felt that they are quite satisfied with their children’s current eating habit because their children are not “too” obese.6) They encourage their children to eat more vegetables and fruits, and less junk and fast food.
Research Method 4OBSERVATION 1 Research Location: McDonald’s Restaurant ( Whampoa) Research Targets: Primary School Students
Observation in McDonald’s FINDINGSReason of eating McDonald’s food Attracted by the Comfortable Environment for studying/ gathering with friends
Observation in McDonald’s FINDINGSReason of eating McDonald’s foodInfluenced by Parents/ Fast Food Culture
Observation in McDonald’s FINDINGSReason of eating McDonald’s food Attracted by the Promotional Campaign such as : Monopoly Game
Observation in McDonald’s FINDINGSReason of eating Mc Donald’s food Attracted by the free collective toys going with the kids meal.
OBSERVATION 1 Research Location: McDonald’s Fast Food Restaurant ( Whampoa) Research Targets: Primary School Students ANALYSIS• 90 % primary school boys were accompanied by parents, while 10%were with friends.•Over 70 % children order the kids meal set with toys.• Only 5% of the parents would control their children while they eat.
Research Method 4OBSERVATION 2 Research Location: Snacks Stall in Whampoa Research Targets: Primary School Students
Snacks stall in the school district • located in the district of three primary schools • Attracted many primary students after school • Students were usually by themselves or with friends
CHALLENGES &FUTURE RECOMMENDATIONS1 To have a more complete research studyin generating opportunities and solutions,understanding the follow areas may behelpful.2 To gain deeper knowledge on thetargeted boys’ eating habits in a dailymanner. CHALLENGES3 To have better understanding of thecustomers at the school tuck shop, thefood choices offered to the primarystudents and the primary school boys’preferences on snacks.
CHALLENGES &FUTURE RECOMMENDATIONS4 To have a deeper understanding of theboys’ reasons behind eating snack, theirpreferences, and influences in decisionmaking.3 To have focus group discussions orcasual conversations with the boys to talkabout related topics. CHALLENGES
1 Fast food restaurants are popular placesfor children to do homework and hang outafter school2 Majority of the children do not havepocket money for purchasing snacks.Parents have great influence on what thekids eat, and what snacks to purchase.3 Most parents have no time to preparelunch for their children, sometimes evendinner.4 Guys are more practical. They want bothfood and toys to play with. Girls tend to be INSIGHTSappealed to the appearance.5 Kids love snacks
Towards OPPORTUNITIES Kids CRITERIA & SOLUTION 1 Educate the children on what is healthy and unhealthy to eatSolution:Games, Poster , Food labeling indicating healthy choicesCriteria:- fun and entertaining- simple and easy to understanding- Appeal to Kids- Reachable- Reliable information OPPORTUNITIESExamples:
Towards OPPORTUNITIES Kids CRITERIA & SOLUTION 2 Promotions of healthy food targeting to kidsSolution:Mascots for restaurants, educational animation, campaign,healthier snacks, postersCriteria:- fun and entertaining- simple and easy to understanding- Appeal to Kids- Reachable- Reliable information OPPORTUNITIESExamples:
Towards OPPORTUNITIES Parents CRITERIA & SOLUTION 3 Offer simple ways for the parents to provide healthy meals for kidsSolution:Games like cooking mama, recipe, lunch box withdifferent sizes compartments, recipes on magazinesCriteria:- Quick, easy and simple- Reachable- In a cordial/ friendly manner-Reliable information OPPORTUNITIESExamples:
Towards OPPORTUNITIES Parents CRITERIA & SOLUTION 4 Elevate parents’ awareness on healthy eating habits for kids and consequences of obesity Solution: Feature information on magazine, media advertisement on healthy eating habits Criteria: - Quick, easy and simple - Reachable - In a cordial/ friendly manner -Reliable information OPPORTUNITIES Examples:
Presentation by Gloria Dai, Irene Ren, Dorophy Tang, Sheila Tse & Zhang Jin THANK YOU