Social Marketing Proposal - Essay Example

Social Marketing Campaign Proposal against Childhood Obesity Name Institution Social Marketing Campaign Proposal against Childhood Obesity Obesity is a condition occasioned by the prevalence of excess weight in a person. Childhood obesity is a growing global phenomenon, with the WHO estimating a possible 170 million children to be overweight. The highest incidence of this condition is in the upper-middle-income countries while the low-income countries make the lowest prevalence when collectively considered. Incidence is growing globally, however, with the lower-middle-income countries recording the highest prevalence increase. Increased childhood obesity has serious implications for health, where an elevated BMI (Body Mass Index), is a major predictor of diseases including diabetes, cardiovascular disease, and a variety of cancers. The resultant non-communicable ailments lead to premature death, as well as long-term indisposition. Obesity in children also leads to a reduced quality of life, with an elevated chance for bullying, and social seclusion. This paper espouses a social marketing proposal for the reduction of childhood obesity on a community level in the United States. Childhood Obesity as a Public Health Issue Childhood obesity affects around 17% of all American youth. Focus on this epidemic takes a toll on various public health efforts. Of note are regulations introduced by the US department of Agriculture relating to food packaging in the targeted supplemental nutrition program for women and the youth. The center for disease control is also involved in community level interventions, further indicating the need for control of childhood obesity. A May 2010 report to the president, by the White House task force on Childhood Obesity provides insight on the extent of the problem in the country. The author describes the childhood obesity condition in the country as a crisis, given that about one in every three children, (31.7%) is either overweight or obese[Tas10]. Using measures developed by the Center for Disease Control and Prevention, children scoring between the 85th and the 94th percentile are overweight, while those scoring above ninety-five are obese. Data published in the National Conference of State Legislature’s website indicates that all reporting states have an average of 30% of their youth being either overweight or obese. The reported study uses data collected between 2003 and 2011, where the overall obesity prevalence rates remain high (National Conference of State Legislatures, (NCSL), 2016). Similar Initiatives on the Health Issue The state of Minnesota identified the challenge posed by obesity to public health, where its workforce productivity diminishes while increasing the burden on public health resources. Developed in 2008, the plan seeks participation from both the public and the private sectors, with the main aim being the creation of nutritious and physical activity environments for adults as well as children (Minnesota Department of Health, Chronic Disease Risk Reduction Unit, 2008). Formulation of this plan brought together stakeholders, helping maximize efficiency while reducing instances of duplication of functions. The efforts seek the participation of state and local public health officials, education organizations, transport sector, parks, and recreation as well as academia and other stakeholders. The Minnesota initiative towards the reduction of obesity is an all-inclusive call to action, where the participation of all persons within the state is called for in the improvement of health outcomes for the people of Minnesota. Implementation of a community-inflected campaign against childhood obesity bodes well with both national as well as state health outcomes. Childhood obesity presents further strain to society, through ballooning of the national health bill. Estimated expenditure on obese adults for the year 2008 reached $147 billion, whereas childhood obesity accounted for $3 billion of the national health bill. A further implication for the country lay in the military readiness of the youth, where more than a quarter of all eligible youth fail to qualify due to obesity and overweights (Task Force on Childhood Obesity, 2010). The condition is worrying, especially given the relationship between health and productivity. A country encumbered by obesity among its youth loses a fraction of its productivity, given that obese and overweight people are disadvantaged while competing with persons of normal weight. Predisposing Factors Contributing To Childhood Obesity Behavioral Factors While childhood obesity increases in its commonality, several factors exist which predisposes some children to suffer from the condition while others remain healthy. Many of the predisposing factors work in conjunction, to increase the risk of a child contracting childhood obesity. The Center for Disease Control and Prevention clusters ‘behavior’ as the leading predictor of childhood obesity. Behavior moderation aims at maintaining an energy balance between a number of calories consumed, and the calories used up in physical activity. Citing the Dietary Guidelines for Americans, the report underlines the importance of eating vegetables, whole grains, lean protein, and low-fat foods in general. Further, the Physical Activity Guidelines for Americans advocates a minimum of sixty minutes physical activity for children on a daily basis [Cen16]. Community and Environment Factors Predicting Childhood Obesity The American cultural environment has increasingly promoted intake of less healthy food options, as well as minimal physical activity. It is difficult, therefore, for children to access healthy food options, as well as have safe and attractive physical activity areas in their daycare, home, school or even in the communal spaces. A variety of factors exists, which contribute to childhood obesity. About half of the American middle and high schools acquiesces to the promotion of foods considered unhealthy. Further, promotion of food options high in unsaturated fat, salt, as well as high calorie to children increases their likelihood to make unhealthy food choices. Information on healthier food options is nearly non-existent, a culmination of conditions that makes it a herculean task for children to make healthy food choices. The child care sector accounts for the care of in excess of 12 million children. However, not all states have instituted legislation elucidating on the minimum dietary requirements for children attending day care (Centers for Disease Control and Prevention, 2016). Laxity in institution and implementation of legislation exposes children to unhealthy dietary practices in some of the daycare institutions. In addition, many children in the United States have limited access to safe and appealing places to be physically active. The design of many cities and towns in the United States renders them unsuitable for physical activity such as biking, running, or even playing. This reality settles into perspective considering that only 27 states have instituted policies guiding community design. Inaccessibility of food shopping options comes across as a debilitating factor in efforts towards healthy eating. Supermarkets are associated with variety, and access to these facilities relates to reduced instances of obesity. In contrast, healthy food choices shrink for parents residing in areas dominated by retailers with a limited variety of foods, such as fast-food retailers and convenience stores. Energy expenditure imbalance is the obvious predicting factor for obesity. Factors predicting childhood obesity relate to an energy imbalance in the affected child. While diet and behavioral factors are the most obvious variables in maintaining an energy balance, other factors play a role as well. Some children inherit a susceptibility to obesity from their parents, where a slight energy imbalance triggers symptoms of obesity. Some behaviors are genetically inspired, and as such, parents influence the food choices of their children, where children gain weight in households with a taste for energy dense foods. Similarly, parents living a sedentary life influence their children towards the same behavior, leading to obesity and weight issues. Primary target for social marketing campaign The social marketing campaign targets the community in the state of Mississippi, which inadvertently ranks first in relation to other states on childhood obesity. Mississippi leads a trend of other southern states making up the top seven states with the highest obesity rates. Mississippi is in a league of southern states, pioneering in childhood obesity countrywide. The only state among the top seven is Arizona, where the weather is relatively inhospitable to physical activity [And06]. Mississippi as well as the other southern states of South Carolina, Louisiana, Tennessee, Arkansas and Kentucky share aspects, which predispose their children to obesity. The most noteworthy are the adoption of a culture revolving around food high in fat content while a majority of these states report the lowest median income averages for the country [And06]. Overall Purpose of the Marketing Campaign The marketing campaign seeks the infiltration of information on the risks of childhood obesity while promoting efforts for active living, as well as healthy eating. A Mississippi community that is more aware of the predicting factors to obesity, and how to avoid them serves as the long-term objective. A major focus is on the organizational level, where congregated children, parents, and other stakeholders are motivated to engage actively with the issue of childhood obesity. Organizations of specific interest include schools, churches, as well as day-care institutions. Successful induction of these institutions into the campaign activities would bode well for efforts at childhood obesity reduction. Positioning Statement for the Campaign and its Justification For the culturally diverse people of Mississippi, adopting a healthier diet as well as a lifestyle is the solution to the rampant childhood obesity in the state. Adoption of a healthy diet, as well as facilitation for an active lifestyle, insures against obesity and is the only feasible means of tackling the scourge in both the present and the long term. Neighborhoods that are worst stricken by the childhood obesity menace exhibit low average family incomes, a predisposition to unhealthy eating, as well as lack of physical activity in the daily routine of the residents. Promotion of healthy eating and an appreciation of exercise promise a shift in the health fortunes of many children. Grounding of the Social Marketing Tool on Social Ecological Theory While Mississippi has certain demographical identifiers that link many of its residents, a great diversity still exists, which calls for a segmented and targeted social marketing campaign, instituting different programs for different classes of people. Segmentation can employ several criteria, guided by several social behavior principles, which guide on why people behave the way they do. The social, ecological model instructs on behavior influences, in addition to providing guidance on implementation of fruitful social programs in the prevailing environment. By applying this model, the social marketing campaign model appreciates the graduated levels of behavior influence, ranging from the individual level, interpersonal level to public policy. The campaign addresses each stakeholder level on targeted manner, maximizing efficiency of the whole effort. Policy Initiative In applying the social, ecological model, public policy recommendation initiative represents the campaign’s attempt at modifying the external environmental factors contributing to childhood obesity. Further, policy actions assist in providing an enabling environment for reducing weight and engage in healthy eating. Suggested policy initiatives include enhancement of neighborhood biking and walking paths, to inspire active living, through walking or riding. Implementation of legislation regulating street design, facilitation of bike lanes, and accessibility to parks, gyms, and shopping facilities, has a heavy influence on activity levels. Legislative action is also necessary for affirming security, where children feel safe playing outdoors. Community Interventions At the community level, the campaign targets the cultural tenets and standards applicable in the society, contributing to childhood obesity. African American, Latin American, and Native American children report higher obesity levels in comparison to white children (Minnesota Department of Health, Chronic Disease Risk Reduction Unit, 2008). Cultural choices for these groups indicate a possible relation with childhood obesity. Low-income, ethnic minorities have a higher tendency to use fat, saturated, high-calorie foods, predisposing their families to obesity. Targeting dietary behavior change at the societal level promotes behavior change towards healthier options, translating to reduced obesity levels. Organizational Involvement The success of this campaign is reliant on the involvement of various organizations in driving the agenda for healthy living. Schools, churches, and community groups are critical points of contact, whose collaboration assists with spreading the campaign message. Organizations help in modifying the environment, into one that is supportive of an active and healthy eating lifestyle. Employing organizations such as schools and churches improves the credibility of the message, by invoking the approval of the institution. Interpersonal Relationships Interpersonal intervention seeks to utilize the individual’s social network, where peers reinforce positive behavior in each other. Harnessing the power of peer influence to drive positive values against childhood obesity is invaluable to the longer-term success of this initiative. Children have great influence upon each other, and introducing group health activities seek to impart reinforcing behavior among peers. Individual efficacy Ultimately, the social, ecological theory recognizes the centrality of the individual towards the success of a social marketing initiative. The individual’s use of acquired knowledge on obesity reduction and avoidance relates to the success likely to follow. Application of knowledge is dependent upon attitude, where the campaign shall seek ways of emphasizing the worth of healthy living. Empowering individuals with pertinent skills also insures their success. Recommendation of exercise routines is an example of skills empowerment in reduction efforts for childhood obesity. Grounding of the Marketing Campaign on the Trans-Theoretical Model Dietary and behavior changes needed in checking against obesity take the time to take effect, since multiple actions and mutations are necessary, over a period. Children at risk of obesity, or uninformed of their obesity do not recognize a need for change, nor do they have an interest, to change present behavior. The trans-theoretical model describes them as in pre-contemplation. The contemplation stage initiates when the targeted population is serviced with the necessary information on obesity reduction and avoidance. Initiation of campaign activities triggers this phase, whose successful completion leads the preparation for change stage. The fourth level involves taking action, such as adopting new habits relating to diet and physical activity. The campaign should facilitate enforcing measures at this stage, ensuring that acquired healthy behaviors do not lose favor to previous, injurious behavior. The final stage of the trans-theoretical model application into the campaign relates to maintenance of the adopted healthy behavior for long-term gains [Sol14]. Product Description and Justification The state of Mississippi seeks to make a transition from leading the obesity charts, to a model state of healthy eating and living. To make this transition, it is upon the residents of the state to seek healthier ways of feeding, to avoid accumulation of excess fat, predicting obesity. The marketing campaign promotes the achievement of all these milestones, through engaging various stakeholders, ranging from state administration to local focus groups. The targeted areas requiring a change include cultural inclinations, limitations in access to healthy food options, as well as promotion and facilitation of an active lifestyle among the children of Mississippi. Dietary intervention Dietary improvement is the most effective measure to control obesity rates within the state. The community initiative proposes adoption of measures as existing in New York City, which specifies the nutritional requirements for food served in all public agencies. Considering that, most children spend their time in such institution, being schools or daycare, policy initiatives directing healthy food provision is a big step in controlling obesity rates in the state. At the home level, the campaign intends to improve outlets selling healthy food options in the state, at discounted prices. Many neighborhoods are underserved with supermarkets, despite high potential for profitability. With targeted contribution by the state health department, this marketing campaign will help illuminate Mississippi as a viable investment destination for healthy food providers. Another area this initiative hopes to make an impact is on family access to fresh food from farms. Pooling of residents into purchasing groups enhances their access to fresh produce from contract farmers. Initiatives such as farm stands, community supported agriculture, and farm to school enterprises include some of the avenues available for Mississippi residents. The initiative encourages pooling of efforts to increase access to a means of affordable, fresh, healthy produce for improved outcomes on childhood obesity. Promotion of Physical Activity The centrality of physical education in obesity eradication efforts is undeniable, evidenced by the wide scope that this campaign adopts in promoting an active lifestyle for Mississippi children. The American Heart Association recommends at least two and a half hours of school-based physical education for all elementary learners while middle and high school students should participate in at least 225 minutes of physical education [Cen16]. Schools within the state are targeted for sensitization on the importance of physical education, despite unsupported concerns that physical activity in schools compromises the capacity to cover the syllabus. Children require activity outside of school as well, where the parents are expected to facilitate conditions for physical activity for their children. The initiative seeks utilization of its social aspect to pool parents and stakeholders together in generating conditions suitable for children’s physical activity. The city of Eugene in Oregon provides an applicable model that could be borrowed for application in Mississippi, where Bethel School district collaborated with the city in the purchase of a land parcel for a school and a community park [And06]. Sensitivity in all community stakeholders on the importance of areas of physical activity is needed, in replicating similar success across Mississippi. Promotion Plan, Place Strategy, and Price Disincentives The promotion of the social marketing campaign employs a variety of techniques to reach its audience, given the diversity of the targeted population. Parents are critical drivers of the success of the product among their children, and participation of the parents in this campaign is sought through advertisements in mass media outlets, elucidating the benefits of having a healthy child. While advertising takes the place of the primary communication channel, understanding of the expected outcomes of the campaign is crucial in modeling the message for the target population. The campaign intends to inform on the complexities arising from obesity, as well as the measures necessary in avoiding its incidence in children. All the stakeholders targeted including the policy makers, school administrations, as well as parents and children need to believe that it is within their capacity to ensure zero rates of childhood obesity in the state, through concerted efforts. Each advertisement, public relations effort, publicity, and personal selling activity directed at a stakeholder will employ the most effective means of reiterating each person’s role in creating a healthy, active community devoid of obesity. For the purposes of this campaign, saturated fats, sugary and high-calorie food outlets, as well as activities promoting sedentary lifestyles are considered the competition, where the campaign seeks to satisfy the same need for healthier outcomes. Conclusion Fighting childhood obesity is one of the achievements heralded by the social marketing phenomenon. The mass reach of a social marketing campaign is critical in enhancing awareness in a community that fails to appreciate the urgency of reducing instances of childhood obesity. Lack of immediacy in repercussions for childhood obesity might numb the people into believing its harmlessness. Further, it is critical that some of the underprivileged neighborhoods understand the difference between normal, healthy weight as opposed to obesity. Some misinformed parents may misinterpret childhood obesity as an indication of good health in their child while it exposes them to further ill health risks. A social marketing campaign such as the one proposed improves people’s access to knowledge on the health issue, as well as providing frameworks upon which people can avoid and remedy occurrence of the health challenge. References Tas10: , (Task Force on Childhood Obesity, 2010), Cen16: , (Centers for Disease Control and Prevention, 2016), And06: , (Anderson & Butcher, 2006), Sol14: , (Cunningham, Kramer, & Narayan, 2014), Appendix Poster Template Used in the Social Marketing Campaign Read More