Research Objectives

• Understand how kids and key influencers think and feel about food, physical activity, and health

• What messages will effectively reach them?

• How should these messages be delivered?

Poster Presentation-American Public Health Association, November 2002

Design and Methodology

Focus Groups• Kids

• Parents

• Teachers

16 Focus Groups (N=112)

Jan – Feb 2000 Chicago

Baltimore

Ethnographic studies

• Culture and behavior in the home

6 Families Apr – May 2000 Atlanta Minneapolis Los Angeles

One-on-one interviews

10 Interview Sessions

(N=46)

July 2000 Chicago

Target = kids 9-12 years old and influencers

Findings: Kids and Health• Weight is related to performance and appearance; not

health

• No sustainable interest in concepts like “nutrition”, “physical activity”, and “healthy eating”

• Being healthy = RULES

• Want “small victories” to sustain interest and build self-esteem

• Want ideas for physical activity beyond organized sports

• Want parental guidance and emotional support

Poster Presentation-American Public Health Association, November 2002

Findings: Parents and Health• Overweight not seen as a health issue

• Not necessarily good role models

• Believe their child will outgrow the problem

• Fear of causing unhealthy eating behaviors

• Lack information and skills to address issue with kids

Findings: Teachers

• See impact of overweight on self-esteem in school

setting

• Believe change must begin and be supported in the

home

Poster Presentation-American Public Health Association, November 2002

Findings: Family Dynamics• Interventions to shift behavior toward healthy lifestyles

should involve entire family

• This issue goes to the heart of the parent/child relationship: “Who’s in charge?”

• Children and parents need help defining and measuring “fitness” and “health”

• Kids and parents want help setting reasonable goals

• Children want ongoing involvement and inspiration from parents

Poster Presentation-American Public Health Association, November 2002

Implications for Effective Communication

• Kids and parents have common interests but different information needs

• Kids—“fun”, “cool”, “not boring”

• Parents—“quick”, “easy to use”, “credible”

• “Fitness”, “healthy eating”, and “health” need to be re-defined

• Messages must address self-esteem, behavior, parenting, and family dynamic issues

• Structure information to facilitate communication between kids and parents

Poster Presentation-American Public Health Association, November 2002

Research to be Published

• Compilation

• Peer-review

• Journal of the American Dietetic Association

ACTIVATE Web Site Approach

• Fun and engaging for kids

• Quick and easy to use for parents

• Promote physical activity and good nutrition

• Customizable content delivery

• Facilitate kid/parent dialogue

• No advertising/product links

Poster Presentation-American Public Health Association, November 2002

Kidnetic.com for KidsBusy BuddyYour on-screen buddy.A personal buddy who lives on-screen and helps you tap

into your own energy. Inner GWhat makes you tick?Learn about your body through food and physical activity.

BetchacantDo the dare-If you’re up to the challenge!Activities that get you up andmoving.

Wet Head GamesPick one or make up your own.Vote on your favorite foods, games and things to do.

Time ChallengeCan you beat the clock?Active games for you to play against your friends or against yourself

KidnectorCheck out what Mom and Dad know.Send messages and quizzes to Your parents to keep connected

Recipe RoundupCook up a winner.Kid-tested, kid-friendly,Ways for you to eat healthy

Shout OutTell us what you’re thinking.Discussion area whereyou can talk to other kids about what’s on your mind.

Kidnetic.com for parents

Bright PapersLearn how to get energized.

Detailed information parents can useto help kids make healthy choices

about eating and exercise

Discussion BoardTalk to your peers.

Find out what other parents thinkabout raising healthy kids.

Ask an Expert/FAQCheck out what the experts say.Ask our panel of experts for their

advice on eating right, staying activeand healthy living for your family.

KidnectorMake a kidnection.

Use this feature to keep the lines ofcommunication open between you

and your kids.

Results and Learning to Date• Effectively reaching and speaking to our target audience

– Over 380,000 visits to the home page through October

– 15:49 average length of visit

• Kids are comfortable with being open and honest

– Over 800 posts submitted to Shout Out to date

– Over 1700 Wet Head games submitted to date

* Source: Kidnetic.com WebTrends report 7/2002-10/02

Poster Presentation-American Public Health Association, November 2002