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Promote healthy eating among elementary school students in Hong Kong. Kara Chan Hong Kong Baptist University May 2007. 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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promote healthy eating among elementary school students in hong kong

Promote healthy eating among elementary school students in Hong Kong

Kara ChanHong Kong Baptist University

May 2007

AAA healthy eating

background
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

AAA healthy eating

obesity problem
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

AAA healthy eating

communicating healthy eating to children
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)

AAA healthy eating

hong kong context
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

AAA healthy eating

government input
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)

AAA healthy eating

publicity campaign
Publicity campaign
  • Launched in April 2005
  • 3 series of TVC
    • Healthy diet: 3+2 is the way
    • Healthy lunch box
    • Healthy snacks at schools

AAA healthy eating

healthy diet april 2005
Healthy diet, April 2005

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analysis
analysis
  • Mass oriented
  • A family setting
  • Informative
  • 2 portions of fruit + 3 portions of vegetables
  • Benefit of healthy eating: free from disease
  • Light music + country style costume

AAA healthy eating

eat smart school campaign 2006
Eat-smart school campaign 2006
  • Found that 60% of the lunch boxes contained one or more unhealthy food items and less than one serving of vegetables
  • 90% of snacks and drinks elementary school students consumed are unhealthy

AAA healthy eating

healthy lunch box
Healthy lunch box

AAA healthy eating

healthy lunch box1
Healthy lunch box

AAA healthy eating

analysis1
analysis
  • Family setting
  • Informative
  • 3 portions of grain + 2 portions of vegetables + 1 portion of meat
  • food preparation: less oil, salt, sugar
  • Food preparation: steam, stew
  • Story-telling technique

AAA healthy eating

healthy snacks at schools
Healthy snacks at schools

AAA healthy eating

analysis2
analysis
  • School setting
  • Informative
  • Identify bad snack and good snack
  • 3 low and 1 high
  • Fear appeal to parents
  • Story-telling technique

AAA healthy eating

pr and event support
PR and event support
  • Guidebook for school lunch suppliers
  • Website with games and videos
  • Events for students participation: vote for favorite healthy
  • Training and workshops for school principals, teachers, and parents

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conclusion
conclusion
  • Joint effort between government and stakeholders
  • Healthy eating as a choice of positive and desirable lifestyles
  • Lack of emotional appeal and benefits including feel good about yourself and social acceptance

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q and a
Q and A

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