The 130th Annual Meeting of APHA

Abstract #39379

Richard B. Elder, Senior Director, ACTIVATE, International Food Information Council Foundation, 1100 Connecticut Avenue, NW, Suite 430, Washington, DC 20036, 202-296-6540, elder@ific.org

BACKGROUND: Overweight/obesity is a major public health problem, particularly for children. Current prevention strategies are not having the desired effect. New approaches are needed to assist children in developing healthy lifestyles.

OBJECTIVE: Research was conducted to discover (1) how children aged 9-11 and their parents think and feel about nutrition, healthy eating, physical activity and health and (2) which messages and support mechanisms may best encourage the change of existing behaviors.

METHODOLOGY: Research included 16 focus group interviews among children (grades 3 – 7), parents and teachers, and mini-ethnographic studies that included in-home interviews, observation and diaries of six families. Reactions to communication concepts were obtained during 25 one-on-one interviews conducted with 17 6th and 7th graders and 8 parent pairs.

FINDINGS: Children aged 9-11 are not interested in physical activity and healthy eating to promote health, but rather in their effect on performance and appearance. Kids at this age have significant control over what they eat and in what physical activities they participate. There is a lack of guidance and role modeling from parents. Most health information comes from school. Organized sports and the related fear of failure deter children from physical activities. Children want guidance, encouragement, and help setting reasonable goals. Adults want information and communication skills.

CONCLUSIONS: Childhood overweight is a growing epidemic with no signs of diminishing. Effective communications and education programs are needed to begin turning the tide for prevention. ACTIVATE is one small piece of a larger structure that needed to effectively address this issue.

Learning Objectives:

• Recognize that existing interventions have not had the desired effect in reversing the increasing incidence of childhood obesity.
• Better understand the consumer psyche—identify key motivators and obstacles for children and parents in preventing childhood overweight.
• Learn how to utilize consumer understanding to develop effective communication on healthy eating and physical activity.
• Learn how to harness the power of the family structure when conveying this information.

Keywords: Child Health Promotion, Obesity

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.

Handout (.ppt format, 1783.5 kb)