Health Media Syndicate Helps Healthcare Organizations Treat Teen Obesity

Main Category: Obesity / Weight Loss / Fitness
Also Included In: Pediatrics / Children's Health
Article Date: 14 May 2009 - 0:00 PDT

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Health Media Syndicate, a syndicator of healthcare public service and marketing campaigns, has selected the award-winning LiVeSM media campaign for syndication to healthcare provider organizations nationwide. Based on research conducted by physicians, dieticians, community outreach specialists, insurance representatives and hospital communications teams, the comprehensive collection of materials offers tools to physicians, educators, teens and their families for increasing awareness and understanding of the importance of childhood fitness.

The key messages of the campaign are based on the premise that kids who are active and fit enjoy life more (make healthy decisions to live better). And therefore, the two primary messages communicated are:

- Think more about what you eat, choose healthy foods
- Don't be sedentary, get up and move, LiVe

These concepts are cleverly demonstrated with engaging comedy spots that amuse all ages while qualifying as PSAs.

Being overweight is becoming the most common health issue facing children in the United States.1 In fact, prevalence has tripled since 1980, and it is now estimated that 17% of U.S. children and adolescents are overweight, and many more are at risk.2 Furthermore, 50% of children overweight at 6 years-and up to 80% of overweight adolescents-become obese adults.3,4 While the causes of childhood obesity are not fully understood, there is general consensus the culprits are an increase in caloric and fat intake, driven by an increase in the consumption of pervasive high calorie foods, combined with a steady decline in physical activity, due to competing sedentary activities such as online networking, television viewing and computer games.

The research supporting the LiVe campaign determined that children between the ages of 11-15 are the ideal target for two important reasons; first, they are at the period in their lives where they are being allowed to make many of their own decisions about food consumption, discretionary spending and physical activity, thereby forming their own lifestyle patterns, and secondly, children at this age are also in a period of their life where they are highly impressionable and persuadable by media, peers and others.

The media elements of the campaign were developed over several years through the creative partnership of R&R Partners, Faktory and Intermountain Healthcare, and include engaging and entertaining television commercials, radio spots, outdoor billboards, newspaper ads and an informational website. They evoke a sense of "coolness" through teenage actors and peer-to-peer messaging, while also demonstrating the steps to healthy living through the "8 Healthy Habits." As reported by Richard Sirken, a local father and university administrator, "I have noticed, and actually look forward to viewing Intermountain's Public Service ads. The kids in my house are preteens, and while many of the topics shoot over their heads, they do take notice. More importantly, they reinforce concepts we are trying to teach the kids, and to that extent truly represent an important public service."

Beyond the targeted youth, the LiVe campaign extends its outreach to the entire community, with support materials for parents, educators and physicians. A comprehensive Care Process Model is available for primary care physicians that presents an evidence-based, practical approach to recognizing and treating children and adolescents who are overweight or at risk, and promotes early intervention and the involvement of the family. Claiming over 17 marketing awards, including the prestigious FREDDIE and ADDY awards, the campaign has been proven to build awareness and engage regional opinion leaders in the fight against childhood obesity.

References

1. Baker S, Barlow S, Cochran W, et al. Overweight children and adolescents: a clinical report of the North American Society for Pediatric Gastroenterology, Hepatology and Nutrition. J Pediatr Gastroenterol Nutr. 2005;40:533-543.

2. Ogden CL, Carroll MD, Curtin LR, McDowell MA, Tabak CJ, Flegal KM. Prevalence of overweight and obesity in the United States, 1999-2004. JAMA. 2006;295:1549-1555.

3. Daniels SR, Arnett DK, Eckel RH, et al. Overweight in children and adolescents: pathophysiology,

4. Whitaker RC, Wright JA, Pepe MS, Seidel KD, Dietz WH. Predicting obesity in young adulthood from childhood and parental obesity. N Engl J Med. 1997;37:869-873.

5. Centers for Disease Control and Prevention (CDC). Overweight children and adolescents: recommendations to screen, assess, and manage. Available here. Accessed February 23, 2007.

Source
Health Media Syndicate

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