addressing childhood obesity“my kid is fluffy … but happy.” ... obesity is a problem agree...
TRANSCRIPT
Addressing Childhood ObesityNovember 2012
The problem
About 40% of children in Georgia are overweight or obese
Georgia has the 2ndhighest percent of obese children in the United States
Kids are getting adult diseases
The current generation is on track to have a shorter lifespan
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We know the children affected by childhood obesity…
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1
…THEY AREOUR PATIENTS
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Children’s Mission:To make kids better today and healthier tomorrow.
Understanding Georgia families
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2010
Initial Focus Groups
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Wave 1 Quantitative Study
2011
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Wave 2 Quantitative Study
Wave 3Quantitative Study
2012
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Segmentation Wave 1 Quantitative Study
Segmentation Wave 2 Ethnography Wave 4
Quantitative Study
What we heard
“I don’t have time to be healthy.”
“My kid is fluffy … but happy.”
“It costs too much to be healthy.”
“We’re just big-boned.”
“I’m just trying to make my family happy.”
I don’t see a problem
Not a priority
Don’t know how
Don’t see health risks
Don’t see benefits
What we heard
“I don’t know why BMI is or why I should care.”
“Childhood obesity is not a priority for me.”
“I want my kids to be a healthy.”
“My kid is not overweight.”
Children’s Healthcare Of Atlanta
Awareness
Consideration
Intent to Change
Simple Steps
Behavior ChangeMaintenance
Health behavior change model
Most initiatives start here
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After the campaign
Believe childhood obesity is a problem
Agree with approach, 11%
disagree
Had a conversation because of the ads
0
96% 80%
63%11%
9%
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100
What we heard this time
“Being overweight can lead to serious health issues.”
“I want my child to be a normal weight.”
“My child is not overweight, but thoseparents should really do something about it.”
Parents with overweight children don’t recognize the problem in their own home…
So there is no need to change
Need a reason to change
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Awareness
Consideration
Intent to Change
Simple Steps
Behavior ChangeMaintenance
Identification one of first steps
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Colleen4 yr old son:99.90% BMI percentile
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Understanding Georgia families
20
2010
Initial Focus Groups
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Wave 1 Quantitative Study
2011
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Wave 2 Quantitative Study
Wave 3Quantitative Study
2012
Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.
Segmentation Wave 1 Quantitative Study
Segmentation Wave 2 Ethnography Wave 4
Quantitative Study
The Marketing Workshop. 2010. Childhood Overweight/Obesity Research Study . Undocumented Data.
The trusted source
• Teaching counseling skills
• Encouraging goal setting
• Providing treatment protocol
• Advocating for medical reimbursement
• Extending into non-traditional providers
Strong4Life Provider Program
Children’s Healthcare Of Atlanta
A comprehensive approach is needed!
Public Awareness
DigitalExperience
Healthcare Providers
Early Years
SchoolsClinical
InterventionKid Venues
Policy
Support initiatives in the schools, businesses and the community
- Joint use agreements- Increased physical activity in schools- Green space- Sidewalks
Encourage worksites to adopt healthy practices
Embrace a culture of wellness and be a good role model
What can I do?
Visit strong4life.com for more information
Trisha Hardy
404-785-7668