From Messages to Behavior Change in Tweens: An Innovative Intervention to Increase Physical Activity and Decrease Fast Food Consumption

Since 1974, the number of overweight or obese children in America has increased by 258%. Today, nearly one in four children is clinically obese. Contributing factors include the consumption of fast food, high calorie junk foods and sodas continue which continue to rise as does sedentary activities like television viewing and video games. Targeting children early is important since 80% of obese children will become obese adults. This research describes the implementation of an innovative social marketing program using peer-to-peer influences and counter-marketing strategies to address modifiable factors contributing to the rise in obesity. Specifically, the three year pilot program aimed to encourage moderation in fast food, junk food, and soft drink consumption along with decreasing sedentary behaviors including video game playing and television viewing among 2500 4th an 5th grade students attending 16 schools in two Florida counties. The program entitled “Kidz Bite Back” not only seeked to raise awareness in children of the negative marketing strategies of industry, but delivered a multifaceted intervention that was evaluated highly by principals, teachers,parents and students and prompted behavior change at the family level. Evaluation results indicate that a little more than half of the families responding stated that their child had led changes within the family's eating and/or activity behavior as a result of participating in Kidz Bite Back. This intervention holds promise for improving the health of families through raising awareness in children.