FOOD OBESITY IN NORTH AMERICA ( NEW).pptx

FOOD OBESITY IN AMERICA AND MARKETING CAMPAIGNS ESTABLISHED TO DEFEAT IT

1. THE FOOD OBESITY IN NORTH AMERICA AND THE SOCIAL MARKETING CAMPAIGNS ESTABLISHED TO DEFEAT IT. -KEVIN FRANCIS 2203364

2. OBESITY IN NORTH AMERICA A medical condition that occurs when a person carries excess weight or body fat that might affect their health. Its function of the balance of energy intake and energy expenditure, measured through body mass index The rising prevalence of obesity is attributable to either an increase in energy intake (food) with expenditure constant, a decrease in energy expenditure (exercise) with intake constant, or both effects simultaneously. • Nearly 1 in 3 adults (30.7%) are overweight • More than 2 in 5 adults†42.4%) have obesity • About 1 in 11 adults (9.2%) have severe obesity 2

3. Nearly 1 in 3 adults (30.7%) are overweight. More than 1 in 3 men (34.1%) and more than 1 in 4 women (27.5%) are overweight. More than 2 in 5 adults (42.4%) have obesity (including severe obesity). About 1 in 11 adults (9.2%) have severe obesity. The percentage of men who are overweight (34.1%) is higher than the percentage of women who are overweight (27.5%). The percentage of women who have severe obesity (11.5%) is higher than the percentage of men who have severe obesity (6.9%). 3

4. PATHWAYS LINKING TO OBESITY 4

5. FACTOR IMPACTING ON OBESTIY 5 Our inherited genetic makeup: the body is pre-programmed to find fatty and sugary foods attractive, and fatty/sugary foods have an addictive quality to them Fatty and sugary foods are cheap, tasty, and easily available. The fact that household types have changed from traditional to non-nuclear with the rise in single-parent families, divorces, and single-person households has meant that younger men in particular live alone more – this has led to less home cooking and increased fast food purchased as habitual eating. There is a relative lack of knowledge of healthy foods. Low incomes and lack of everyday pleasures lead parents to buy food they know will ‘make their kids happy’, and will get eaten. Fresh fruit and vegetables are expensive and the fear of rejection of these foods reduces their purchase. Being overweight or obese can have a serious impact on health. Carrying extra fat leads to serious health consequences such as cardiovascular disease (mainly heart disease and stroke), type 2 diabetes, musculoskeletal disorders like osteoarthritis, and some cancers (endometrial, breast and colon). These conditions cause premature death and substantial disability.

6. SOCIAL MARKETING TO COMPACT OBESITY 6 Customer orientation. Using data from different sources to develop a better understanding of the target audience Behavior. Focusing on changing or reinforcing specific behaviors. Conduct a broad and robust behavioral analysis, including both the problem behavior (e.g., level of physical inactivity in adolescents) and the desired behavior (e.g., less screen time, i.e. less time watching TV or playing computer games and increased practice of outdoors play) Theory. Using a theoretical framework to develop the intervention. An open integrated theory framework is used that avoids the tendency to simply apply the same preferred theory to every given situation and takes into account behavioral theory across 4 primary domains: biophysical, psychological, social, and environmental/ecological Insight. Focusing on consumer motivations. An approach based on identifying and developing “actionable insights” using considered judgment rather than just generating data and intelligence

7. 7 Exchange. Considering the costs and benefits (e.g., financial, physical, social, time spent) incurred by the target group when changing their behavior. Incentives, recognition, reward, and disincentives are considered and tailored according to specific audiences based on what they value Competition. Analyzing the barriers that discourage the acquisition of the desired behaviors. Both internal (e.g., pleasure, risk taking) and external competition (e.g., influencers competing for audience's attention and time) are considered and addressed. Segmentation. Using a segmentation approach while avoiding stigmatization. Methods mix. Using an appropriate mix of methods and avoiding a single-method approach. Four primary intervention domains are considered: informing/encouraging, servicing/supporting, designing/adjusting environment, and controlling/regulating. For example, in the promotion of a balanced diet and more physical activity in children, combining various influences in support (e.g., providing leisure and recreational services), education (e.g., changing the perception of vegetables), design (e.g., developing bicycle paths), and control (e.g., setting nutrition standards in school menus).

8. COMBATING OBESITY USING SOCIAL MARKETING 8 The VERB campaign was run by the US Center for Disease Control to promote exercise across test sites in the US. VERB is not an acronym but rather was to communicate action– the tagline was “It’s what you do”. In the first year of VERB, marketing efforts were dedicated to creating and introducing the VERB brand to 9-13-year-old children. As a previously nonexistent brand, VERB initially had no value to this group. To sell successfully as “their brand for having fun,” the campaign associated itself with popular’ brands, athletes, and celebrities, and activities and products that were cool, fun, and and motivating

9. 9 there is an emphasis on fun and excitement for the kids; there is an attempt to provide lots of educative materials for the parents/schools; the programme tries to create added value through a strongly brandedapproach backed up with substance – lots of resources made available;points systems, etc ; VERB focuses on a narrow target audience and its marketing is veryfocused as a result; Lessons learned from the first two years of activity ; Physical activity messages should generate feelings of happiness, fun andexcitement ; Ads should feature a mix of friendly competitive sports and individualactivity ; Messages should include range of benefits and show how barriers can beovercome ; Ads should avoid gender bias, create feeling of inclusion and be inspiring

10. CAMPAIGNS AGAINST OBESITY 10 Your Weight Matters  Campaign . Your Weight Matters Campaign is a national campaign produced and presented by the OAC to assist individuals affected by excess weight with taking charge of their health. The campaign helps to raise awareness of weight and its impact on health while empowering individuals affected by excess weight to take the challenge and take the first step of speaking to a healthcare provider about weight management option s

11. 11 Obesity Care Week (OCW) Obesity Care Week (OCW) is an annual awareness campaign week aimed at changing the way we care about obesity by creating a society that understands, respects, and accepts the complexities of obesity and values science-based care. Obesity Care Week sets the stage for generating awareness across the globe about topics such as access to care, weight bias, childhood obesity, and obesity treatment.

12. CONCLUSION 12 In conclusion, addressing the pervasive issue of food obesity in America demands a multifaceted approach, and social marketing campaigns play a pivotal role in driving positive change. As we've explored various successful initiatives, it's evident that raising awareness, promoting healthier choices, and fostering behavioral change are integral components of effective campaigns. As we move forward, it's crucial to recognize the challenges and continuously refine our strategies. Embracing innovation, collaborating across sectors, and staying attuned to the evolving needs of our communities will be key to the sustained success of future social marketing campaigns.

13. THANK YOU