View
215
Download
1
Tags:
Embed Size (px)
Citation preview
AAA healthy eating 1
Promote healthy eating among elementary school students in Hong Kong
Kara ChanHong Kong Baptist University
May 2007
AAA healthy eating 2
background Obesity is a global problem Estimated economic costs of obesity in
developed countries: 2-7% of health care costs Obesity is related with psycho-social problems
AAA healthy eating 3
Obesity problem
Estimated that over 155 million overweight children and youth in the world
In HK: obesity among primary school students in HK increased from 16% in 97/98 to 19% in 04/05
One in every five children in HK is obese They also suffer from high blood pressure,
blood sugar or abnormal blood fat levels
AAA healthy eating 4
Communicating healthy eating to children
Seen as a socialization process Socializing agents: parents, government,
teachers/schools, peer groups, food marketers
health as “a state of complete physical, mental and social well-being and not merely the absence of disease or infirmity” (WHO)
AAA healthy eating 5
Hong Kong context
Densely populated 42% of population aged under 34 Educational system: exam-oriented, spoon-
feeding, emphasis on academic performance Favorite leisure activities: TV, computer
games, surfing on the Internet HK children extremely inactive
AAA healthy eating 6
Government input
Department of Health: one of the missions is to promote public health through preventive, curative and rehabilitative services
Government publicity: free TV airtime, 1 minute in every hour of broadcast (radio and TV)
AAA healthy eating 7
Publicity campaign
Launched in April 2005 3 series of TVC
Healthy diet: 3+2 is the wayHealthy lunch boxHealthy snacks at schools
AAA healthy eating 8
Healthy diet, April 2005
AAA healthy eating 9
analysis
Mass oriented A family setting Informative 2 portions of fruit + 3 portions of vegetables Benefit of healthy eating: free from disease Light music + country style costume
AAA healthy eating 10
Eat-smart school campaign 2006
Found that 60% of the lunch boxes contained one or more unhealthy food items and less than one serving of vegetables
90% of snacks and drinks elementary school students consumed are unhealthy
AAA healthy eating 11
Healthy lunch box
AAA healthy eating 12
Healthy lunch box
AAA healthy eating 13
analysis
Family setting Informative 3 portions of grain + 2 portions of vegetables
+ 1 portion of meat food preparation: less oil, salt, sugar Food preparation: steam, stew Story-telling technique
AAA healthy eating 14
Healthy snacks at schools
AAA healthy eating 15
analysis
School setting Informative Identify bad snack and good snack 3 low and 1 high Fear appeal to parents Story-telling technique
AAA healthy eating 16
PR and event support
Guidebook for school lunch suppliers Website with games and videos Events for students participation: vote for
favorite healthy Training and workshops for school
principals, teachers, and parents
AAA healthy eating 17
conclusion
Joint effort between government and stakeholders
Healthy eating as a choice of positive and desirable lifestyles
Lack of emotional appeal and benefits including feel good about yourself and social acceptance
AAA healthy eating 18
Q and A