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Promote healthy eating among elementary school students in Hong Kong

Promote healthy eating among elementary school students in Hong Kong. Kara Chan Hong Kong Baptist University May 2007. 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.

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Promote healthy eating among elementary school students in Hong Kong

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  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 way • Healthy lunch box • Healthy 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 AAA healthy eating

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