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Promote healthy eating among elementary school students in Hong Kong

Kara ChanHong Kong Baptist University

May 2007

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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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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

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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)

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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

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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)

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Publicity campaign

Launched in April 2005 3 series of TVC

Healthy diet: 3+2 is the wayHealthy lunch boxHealthy snacks at schools

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Healthy diet, April 2005

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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

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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

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Healthy lunch box

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Healthy lunch box

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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

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Healthy snacks at schools

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analysis

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

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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

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