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Communicate healthy eating to adolescents

Kara Chan, Gerard Prendergast, HKBUAlice Gronhoj, Tino Bech-Larsen, University of Aarhus, Denmark

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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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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

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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)

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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

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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)

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Past PSA campaigns

3 series of TVCHealthy diet: 3+2 is the wayHealthy lunch box for elementary school

studentsHealthy snacks at schools for elementary

school students No publicity targeted at adolescents

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Healthy lunch box

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Healthy snacks at schools

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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

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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

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Popularity appeal

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love appeal

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achievement appeal

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news appeal

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fear appeal

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Results: eating habits

0 20 40 60 80 100

bring lunch bag to sch

eat out with friends

consume candy/chip

buy foods on school day

consume soft drinks

percentage

At least once a week

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Perception of healthy eating

0 20 40 60 80 100

same quantity @ meal

natural food

3 meals a day

fo food pyramid

eat at regular times

a balanced diet

percentage

19

Perception of unhealthy eating

0 20 40 60 80 100

eat too much or too little

eat too fast

eat fast foods

preservatives or additives

eat at irreg. time

eat narrow range of food

percentage

20

contexts of healthy eating

0 10 20 30 40 50 60 70 80

in schools

holidays

good mood

parent around

when sick

at home

percentage

21

contexts of unhealthy eating

0 20 40 60 80 100

bad mood

in a hurry

in festivals

social gatherings

eating out

at parties

percentage

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Perceptions about socializing agents

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1.5

2

2.5

3

3.5

4

4.5

5

parents teachers friends government pub

how often effectiveness

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Responses to 5 ad appeals

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1.5

2

2.5

3

3.5

4

4.5

5

popularity love achievement news fear

liking effectiveness

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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