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SOCIAL MARKETING PLAN ABOUT CHILDHOOD
OBESITY
A COURSE REQUIREMENT IN SOCIAL MARKETING
BY : JEANET E. PARREÑO
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EXECUTIVE SUMMARY
National food intake data indicate of many children consume too few servings of nutrient-dense
foods such as fruits, vegetables, whole grains, and dairy foods. But they consume more servings than
recommended of foods high in fats, sodium and sugars. These dietary patterns place many of these
children at risk for inadequate intake of important nutrients, excessive intake of total and saturated fats,
sodium, and sugars, and increases risk of chronic disease.
Noncommunicable diseases (NCD), including cardiovascular diseases (CVDs), diabetes,
obesity, cancers and respiratory diseases, account for 59% of the 56.5 million deaths annually
worldwide and for 45.9% of the global burden of disease. Five of the ten leading global disease burden
risk factors identified by World Health Report high blood pressure, high cholesterol, obesity, physical
inactivity and insufficient consumption of fruit and vegetables – are among the major causes of these
diseases.
Obesity is rising at an alarming rate. Already, around one-third of children and two thirds of
adults worldwide are overweight or obese. Did you know that being overweight and obese rank 5th
among the leading risks for global deaths? According to the World Health Organization (WHO), at least
2.8 million adults die each year as a result of being overweight or obese. Unfortunately, this number is
likely to increase over the years.
Obesity is defined as having excess proportion of total body fat. Analyzing your body mass
index or BMI is one of the most common ways to measure or determine if you are obese or not. A
person is considered obese when his or her weight is 20% or more above normal weight. In the
Asian category of the data from the American Journal of Clinical Nutrition, you are already
overweight if your BMI is between 24 and 26.9. Meanwhile, a person is already considered obese if
his or her BMI is over 27.
In the Philippines, a 2011 survey by the Food and Nutrition Research Institute (FNRI)
showed that 22.3% of Filipino adults are overweight and 6.1% are obese. The prevalence of
overweight Filipinos is expected to increase significantly by 2015, which means more health
problems ahead. If this trend continues, it is highly likely that more will suffer from high risk
diseases that could lead to death. By 2050 only one in ten of the adult population will be a healthy
weight. Being overweight or obese increases an individual’s chances of developing (among others) type
2 diabetes, cancer and heart disease, reducing both quality of life and life expectancy. Obesity is not
increasing because today’s generation is more gluttonous or lazy than previous generations. It is
increasing because human biology has evolved to favor weight gain. Human beings find it hard to
ignore hunger signals but easy to override the signals that they are full. This was an advantage in a
world where food was scarce; however, in the modern world, where food is abundant, convenient and
cheap (with little physical effort required to obtain it), allowing our biology to dictate our food
consumption will result in ourselves and our children gaining weight.
Given the depth of these nutritional concerns, large-scale interventions targeting children and
teens are warranted. The focus of this campaign is on prevention and it sets out to change the
behaviors and circumstances that lead to weight gain, rather than being a weight-loss program for the
already obese. At the same time, it will of course influence the behaviors of today’s children, leading to
a gradual decrease in the prevalence of obesity.
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And also the purpose of this plan is:
➢ To increase the consumption of students on taking nutrient-dense foods, within and across the
food groups, especially whole grains, fruits, vegetables, low-fat or fat-free milk or milk products,
and lean meats and other protein sources.
➢ Limit the intake of saturated and trans fats, cholesterol, added sugars, sodium (salt), and alcohol.
➢ Limit caloric intake to meet caloric needs.
➢ Encouraging replacing unhealthy foods for fruits and vegetables.
➢ Support schools and food retailers that take measures to promote fresh fruits and vegetables.
THE PROBLEM
Nationally, the percentage of overweight children and adolescents has more than doubled in the
past two decades. There has been a steady increase in people suffering from obesity related diseases
which includes type 2 diabetes, cardiovascular diseases, breast and colon cancer, gall bladder
problems and high blood pressure. According to studies, more and more children are becoming
overweight or obese worldwide. An estimate of over 42 million children under the age of 5 is
overweight. Surprisingly about 35 million of these children are living in developing countries such as
Philippines.
In the past undernourishment and malnutrition is a common case in developing countries. But
according to data, 34% of the total admitted are malnourished and about ¼ of them are obese. These
results present credible evidence on how obesity is certainly a serious problem even for our country.
As Filipinos further adopt the Western lifestyle and diet, the population inevitably becomes subject to
consequences of being obese.
Why Are Nutrition and Weight Status Important?
Diet and body weight are related to health status. Good nutrition is important to the growth and
development of children. A healthful diet also helps Filipinos reduce their risks for many health
conditions including:
➢ Overweight and obesity
➢ Malnutrition
➢ Iron-deficiency anemia
➢ Heart disease
➢ High blood pressure
➢ Dyslipidemia (poor lipid profiles)
➢ Type 2 diabetes
➢ Osteoporosis
➢ Oral disease
➢ Constipation
➢ Diverticular disease
➢ Some cancers
In response to the rise in obesity, our Government set out its ambition that, in future,
all individuals will be able to maintain a healthy weight. To meet this commitment, it is necessary not
only to encourage individuals and families to desire, seek and make healthier choices but also to create
an environment in which those choices become easier. The National Anti-Obesity Prevention and
Control Program, highlighted by the House Bill No. 731, is known to help control and prevent the
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emergence of obesity in the country. This bill is said to promote healthy lifestyle habits such as healthy
eating and increased physical activity in order to lessen chances of being obese. It also includes
prevention programs, consultation centers and education about prevention and control of obesity.
The initial focus will be on childhood obesity, where our Government’s target is to
reduce the percentage of obese children to 2000 levels by 2020.This is not about targeting the already
obese. Indeed most children are currently not obese or even overweight. However, it is during
childhood that human beings acquire the taste preferences and habits that stay with them for the rest of
their lives. While those preferences and habits may not translate into obesity during childhood, they
will, if left unchanged, translate into obesity in adulthood. Indeed, if the foresight prediction is accurate,
nine out of ten of today’s children could grow up to be overweight or obese adults. The children who will
be aged 11 or under in 2020 have not yet been born, there is thus an opportunity to influence the
lifestyles of these children and the environment in which they are raised from birth.
Situational Analysis(SWOT Analysis):
Strengths:
➢ Partnerships
– Local Government
– Public Health Departments, Community Groups
– Health and Social Coalitions, Non Profit Organizations.
➢ Existing Infrastructure
– Training programs exist for school and school nutrition staff.
➢ Awareness exists; obesity is a “hot topic”
– Media attention to obesity, Public attention and nutrition.
– Government attention to obesity and related chronic diseases.
➢ School’s accessibility – able to reach majority of children.
Weaknesses:
➢ Lack of coordination/communication between partners.
➢ Lack of PE coordinator with Dept. of Education.
➢ Lack of understanding about the issue.
➢ Parent’s knowledge-eating, maternal perceptions about overweight.
➢ Lack of resources – financials and staffing
➢ Lack of re enforcement of policies
➢ Environment (no sidewalks to school, accessibility to parks and safe places, transportation to
programs)
➢ Parent involvement is lacking or minimal.
➢ Parent-behavior – lack of role modeling and poor purchasing behaviors.
➢ School as a financial model vs. children’s health as a priority – PTA fundraisers include food (high
fat, high sugar), cafeteria as a profit center.
➢ Lack of focus/awareness/support, political will by key audiences
– Superintendents
– District level administration
– Principals
– Curriculum specialists
– Policy makers
Opportunities:
➢ Developing functioning school councils or advisory committees to include health, Public
nutrition concerns, etc.
➢ Partnering with PTA (health community)
➢ Training of school staff regarding nutrition and health.
➢ More curriculum integration needed.
➢ Take advantage of the fact that it is a hot topic.
➢ Parent involvement/empowerment- help parents, principals and etc.
➢ Vending contracts – encourage healthier choices, create “business partners” for project
➢ Recognition/incentives to key leaders, superintendents or principals that take action.
Threats:
➢ School accessibility is difficult –“getting in” to schools.
➢ Health is not a high priority to school officials compared to test scores.
➢ Lack of accountability for “health” performance in schools.
➢ Time is limited-parents, teachers, and school day.
➢ Fad diet info and bad nutrition info.
➢ “Blaming” or finger pointing at certain organizations or activities rather than focus on solutions.
➢ Funding Limitations
➢ Lack of policy to support or require a sustained program.
➢ Parent/Teacher–often don’t believe health and learning or achievement are linked.
➢ Promotion or products –marketing to kids.
Causes of the health problem and identify potential audiences:
