1. BRIEF
Develop a new service concept to help obese children
in Sweden stay fit and enjoy exercise.

2. METHOD
Research reports
Statistics
Interviews with obese children
Observations

3. FIRST Overweight and obesity occurs when a child consumes more
calories than he or she gets rid of.
SECOND Parents are the ones in control of which food the child
consumes.
THIRD Exercise is the thing the child can be in control of.
Source: Gottfridsson & Odéen, Barns
upplevelse av att leva med övervikt och fetma

4. FACTS
on obesity
Overweight until the age of 3 normally disappears when
the child starts walking.
80 % of overweight kids aged 6-7 are overweight as
teenagers.
Obesity develops faster in age 6-12.
Source: STOP-project (Stockholm Obesity Prevention)

5. WHY
we exercise - MOTIVATION
INTRISTIC Motivation driven by an interest or enjoyment
in the task itsef. Exists within the individual
(ex. personal goal/development/satisfaction)
EXTRINSIC Motivation derived from outside the individual
such as rewards, avoid shame, compliments,
money, grades, punishment, glory etc.
Best result comes from a combination of intristic and extinsic motivation.
Source: Inristic Motivation and Exercise
Adherence, Ryan, R. M. et. al.

6. ACTIVITIES
children enjoy
100
80
60
40
20
0
Playing WatchTV/film Family time Games Homework Sport Internet
Children 5-9 year
Source: Småungar och Medier 2010

7. ACTIVITIES
children enjoy - SPORT
100
80
60
40
20
Girls 7-15 years
0
Soccer Riding Swimming Gymnastics Hand ball
100
80
60
40
20
Boys 7-15 years
0
Soccer Floor ball Hockey Hand ball Swimming
Source: Riksidrottsförbundet

8. ACTIVITIES
children enjoy - INTERNET USAGE
100 Sometimes
75 Every Day
50
25
0
3-5 years 6-8 years 9-11 years 12-15 years
Source: Svenskarna och Internet 2010

9. ACTIVITIES
children enjoy - COMPUTER
100
80
60
40
20
0 Children 2-5 years
Play games Draw Listen to music Visit websites Write & read
100
80
60
40
20
0 Children 5-9 years
Play games Draw Watch films Listen to music Watch TV
Source: Småungar och Medier 2010

10. ACTIVITIES
children enjoy - WEBSITES
2-5 years 5-9 years
Boys & Girls Boys Girls
*Bolibompa (30 %) *Bolibompa, Youtube (26 %) *Bolibompa (35 %)
Youtube (17 %) Spela.se (23 %) Spela.se (23 %)
Spela.se (6 %) SVT/Spelo (14 %) SVT, Youtube (15 %)
*Bolibompa is a Swedish Children's show
Source: Småungar och Medier 2010

11. ACTIVITIES
children enjoy - COMPUTER/ TV-GAMES
2-5 years 5-9 years
Boys Girls Boys Girls
*Bolibompa (8 %) Kalle Kunskap (11 %) Lego Star Wars (21 %) Super Mario (12 %)
Super Mario (6 %) *Bolibompa (7 %) Star Wars (13 %) Kalle Kunskap/ Singstar (8 %)
Kalle Kunskap/
Pippi Longstocking (5 %) Super Mario (12 %) Internet Games (7 %)
Lego Star Wars (5 %)
*Bolibompa is a Swedish Children's show
Source: Småungar och Medier 2010

12. ACTIVITIES
children enjoy - TV & FILM
2-5 years 5-9 years
Boys Girls Boys Girls
*Bolibompa (51 %) *Bolibompa (62 %) *Bolibompa (30 %) *Bolibompa (41 %)
Disney-films/Cars (10 %) Pippi Longstocking (16 %) Barda (15 %) Hanna Montana (15 %)
Childrens Channel/
Disney-films/Astrid Lindgren (9 %) Vintergatan (10 %) Let´s Dance (14 %)
Pippi Longstocking (7 %)
*Bolibompa is a Swedish Children's show
Source: Småungar och Medier 2010

13. INSIGHT
Playing motivates children to exercise.

14. WHAT
is the problem? - ACTIVITY PATTERNS
Source: STOP-project (Stockholm Obesity Prevention)

15. FIRST Children's movement patterns is set by the age of 9
SECOND The level of activity decreases from the age of 11-12
THIRD In order to stay healthy a child needs at least 60
minutes of physical activity per day.
Source: STOP-project (Stockholm Obesity Prevention)

16. WHERE
is the problem?
Children who exercise at least once a week
100
80
60
40
20
Boys
Girls
0
Parents living together Single parents
Source: SCB (Barn-ULF) 2011

17. WHERE
is the problem?
Children who watch TV/film more than 3 hours a day
100
80
60
40
Boys
Girls
20
Parents living together Single parents
Source: SCB (Barn-ULF) 2011

18. WHERE
is the problem?
Children who use the computer for more than 1 hour per day
100
80
60
40
20 Boys
Girls
0
Parents living together Single parents
Source: SCB (Barn-ULF) 2011

19. FIRST Children in single-homes exercise less and engage
more in sedentary activities.
SECOND Single-parent homes have the least resources and
time to get engaged in the child's activities.
THIRD Overweight is reported higher in geographical areas
with a great number of people with low income,
education and people born in another country.
Source: STOP-project (Stockholm Obesity Prevention)

20. TARGET GROUP
6-9 year olds.
Single-parents.
Low income.

21. PERSONA
This is Ben. He is 8-years old and goes to the second grade.
He lives together with his mom Anne in an apartment in one
of the city´s suburbs. Anne works at a Supermarket which
means she has to work evenings and weekends sometimes.When
Anne is at work Ben spends his time at home or at his
grandparents. Ben has never met his dad.
Most of Bens classmates play soccer, but Ben doesn´t since
he feels a bit ashamed by his overweight. He spends his
spare time mostly at home where he watches TV or film and
play games on the family´s computer that Anne has bought so
he´ll be able to do his homework.
Be has a couple of favorite films that he watches over and
over, like Cars for example. Otherwise he watches Bolibompa
on TV and play the games connected to the shows on their
website.

22. TO SUM THINGS
UP:
CHALLENGE Create a service that increases children´s
movement in their everyday life.
INSIGHT Playing motivates children to exercise.
MESSAGE Playing can be exercising.
WHO 6-9 year old children living in single-parent
homes with low income.
WHEN & WHERE At home, at the child's spare time.
HOW Using existing media in the family´s home.