Social Marketing for Childhood Obesity Awareness and Prevention

Social Marketing for Childhood Obesity Awareness and Prevention

1.0

Background, Purpose & Focus

●       Background

Obesity has become a serious healthcare concern all over the world. According to the Global Health Observatory Data (GHO), up to 2.8 million people die yearly as a result of obesity (WHO, 2019). Also, the number of people being diagnosed with obesity increases everyday with researchers linking this increase to lifestyle behaviors adopted by people. Among children, obesity has grown to become a health concern. Up to 17% of all children in the U.S. are obese. Obesity is also associated with increased incidences of other serious health issues such as high blood pressure, cancers, and kidney problems. With an increase in obesity, people tend to be more prone to lifestyle diseases and increase their chances of early mortalities. Thus, the need for increased implementation of interventions aimed at preventing the incidences of the disease among children. One of the supported interventions for preventing childhood obesity is increased awareness and education. With more knowledge, childhood obesity can be minimized. Awareness of obesity and its associated risk factors may be essential in improving people’s ability to deal with the disease (Ramaiah, 2015).

●       Purpose

The primary purpose of this report is to develop a social marketing project ideal for childhood obesity awareness and prevention.

●       Focus

The focus of this project will be on a marketing campaign for obesity based on market needs. Specifically, the plan will focus on parents and guardians who live with their children.

2.0

Situation Analysis

2.1 SWOT

Strengths

●       A large number of people will be reached

●       Campaign will play a major role in preventing childhood diabetes

Weaknesses

●       Lack of support from the community

●       Resistance among the target audience

Opportunities

●       Potential to expand to other target audiences

●       Ability to work with other interested obesity prevention groups

Threats

●       Changing nature of diabetes prevention measures

●       Changing risk factors of diabetes

2.2

A project by Aceves et al (2012), examined the use of social marketing as a strategy for preventing childhood obesity. Specifically, the project explores the effectiveness of school and community of school and community-based programs aimed at reaching out to children in school as well as parents in the community. Unlike the project by Aceves et al (2012), this project only focus on parents as the main audiences for the social marketing interventions.

3.0

Target Audience

3.1

The target audience of this marketing campaign is the community specifically the parents and guardians of children with or without obesity. These parents or guardians can be of any gender as long as they have a child or live with children. The target audience includes members of the community. Specifically, the program will focus on parents and guardians of children. With regards to demographics, the project will target people of all genders, races, ethnic groups, and religious affiliations. This is based on the fact that obesity affects everyone.

3.2

According to Evans, Christoffel, Necheles, & Becker (2010), social marketing interventions have been shown to be ideal in developing awareness on the prevention of childhood obesity. The fact that parents and guardians live with children means that they are well placed to champion obesity prevention among the children. A higher understanding of obesity among parents means that they will develop and implement strategies to prevent obesity among their children. This is the target and main focus area of this social marketing project.

4.0

Behavior Objective & Outcome Goal

4.1

Behavior

The behavior objective is to increase the adoption of lifestyle interventions aimed at reducing childhood obesity. The parents and guardians will be influenced to help their children adopt lifestyle changes and interventions aimed at reducing childhood obesity such as increased physical exercises and low-fat diets with high fiber content.

4.2

SMART Goal

The outcome goal of the social marketing campaign is to increase diabetes awareness among parents and guardians by 50%.

9.0

Budget

9.1 Costs for implementing marketing plan

9.1

Costs for implementing marketing plan, including additional research and monitoring/evaluation

plan

Costs include

9.2

Any anticipated incremental revenues, cost savings or partner contributions

Cost savings may be achieved during the promotional stage. This is by partnering with advertisement companies. In this case, the advertising component of the project is handled by the company.

References

• Aceves, M., Llauradó, E., Tarro, L., Papell, I., Puiggros, F., Arola, L., … & Kozuchová A. A. (2012). Social marketing approach to tackle childhood obesity: a report of four European countries intervention programs (DG HEALTH-2012 12 19). European Youth Tackling Obesity
• Evans, W. D., Christoffel, K. K., Necheles, J. W., & Becker, A. B. (2010). Social marketing as a childhood obesity prevention strategy. Obesity, 18(S1), S23-S26.
• Ramaiah, R. R. (2015). Prevalence of obesity and awareness of its risk factors among medical students of a rural teaching hospital of south India: a cross-sectional study. International Journal of Medical Science and Public Health, 4(10), 1373-1377.
• WHO. (2019). Obesity Situation and Trends. Retrieved from World Health Organization: https://www.who.int/gho/ncd/risk_factors/obesity_text/en/