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Communicate healthy eating to adolescents

This study investigates the perceptions of healthy and unhealthy eating among adolescents and their responses to different advertising appeals. It suggests a two-pronged approach for promoting healthy eating habits, targeting adolescents directly and indirectly through parents.

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Communicate healthy eating to adolescents

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  1. Communicate healthy eating to adolescents Kara Chan, Gerard Prendergast, HKBUAlice Gronhoj, Tino Bech-Larsen, University of Aarhus, Denmark

  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

  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

  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)

  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

  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)

  7. Past PSA campaigns • 3 series of TVC • Healthy diet: 3+2 is the way • Healthy lunch box for elementary school students • Healthy snacks at schools for elementary school students • No publicity targeted at adolescents

  8. Healthy lunch box

  9. Healthy snacks at schools

  10. Research questions • What are their perceptions of healthy/unhealthy eating? • How do they perceive about different socializing agents • How do they respond to different advertising appeals

  11. method • Survey based on a focus group study • Construction of 5 ads (popularly, love, achievement, news, and fear) • Sample: 152 grades 7-9 students (aged 12 to 16) • Response rate: 95% • Conducted in March 2007

  12. Popularity appeal

  13. love appeal

  14. achievement appeal

  15. news appeal

  16. fear appeal

  17. Results: eating habits At least once a week percentage

  18. Perception of healthy eating percentage

  19. Perception of unhealthy eating percentage

  20. contexts of healthy eating percentage

  21. contexts of unhealthy eating percentage

  22. Perceptions about socializing agents

  23. Responses to 5 ad appeals

  24. Conclusion: to promote healthy eating • Two-pronged approaches: directly targeting the increasingly independent adolescents; or indirectly through parents • Government: targeted messages that deals with eating out and social contexts • Fear and news appeal

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