Creative Brief - Childhood Obesity

Creative Brief: Childhood ObesityJennifer Heal

April 13, 2010Design Development

Jeffrey Riman

Process

Calorie Counter

Persona of Single Mom

Process

Pleducation

Process

Persona of Single Mom

Process

Next Steps Revision: Simplify the Idea

Process

Current/ Final Idea:Nutritionalist Counselor

Creative Brief: Idea Board

More in Depth…

TOPIC/ TASK

Child Obesity: more than tripled inthe past 30 years. The prevalence ofobesity among children aged 6 to 11years increased from 6.5% in 1980 to19.6% in 2008. The prevalence ofobesity among adolescents aged 12 to19 years increased from 5.0% to 18.1%.

Nutritionist in Schools: they would be there to do several things…1. Meet with each child at least 4 times a year (or more depending on the case) to check

BMI, weight etc.2. Give guidance to children struggling with weight related emotions/ depressions.3. Provide Health Progress reports showing them where they started, where they are

now, better food choices etc. (would be determined through the quarterly meetings.)4. Teach the children about nutrition more in depth in weekly mandatory classes.5. Work with cafeteria vendors to transform the food served to the children.

More in Depth…

CLIENT/AUDIENCE

•Middle school children from grades4th to 8th because they are justbeginning to obtain their sense ofidentity.

•The program will begin in schools in Huntington, West Virginia because that iswhere the most obese population is in the US.

•Kids with emotional eating, depressional eating, traumatic experiences, stress

•Why Huntington??

Map 1

Map 2

Time Magazine

More in Depth…

RESEARCH/ WHY?•“Social networks and virtual worlds have, however,allowed teens to widen the search for groups to belongto. Increased levels of information sharing and theease with which teenagers can speak to others meansthat they can join groups that they may not have theconfidence to in the real world.” Sulake Corporation(Online Entertainment)

•“57% - in US want to be part of a group of peoplethat had similar interests to them” SulakeCorporation (Online Entertainment)

•Globally, brands including Coca-Cola, McDonald's, Nike, and Cover Girl ranked as the mostpopular with teens ages 13-17

•Usage has changed too: While 38% of teens used their phones to listen to music in 2006, 71%now do so.

•Less costly and less time-demanding videogames have proven more popular with multitaskingteens trying to make the most of their pocket money.

•Worldwide, McDonald's (MCD) was by far the most preferred fast-food brand—chosen by 39%of all teens. The next two brands, Burger King and KFC, were chosen as top pick by 8% and 5%of participants, respectively.

Seventeen Health Section

•Teen girls are being exposed to SeventeenMagazine which teaches about how to loseweight

•They have online discussions about the subjectas well

•Making weight lose the issue not healthy living

What do Teens Wear?

Sulake runs Habbo (virtual world ofavatars). Habbo's second Global Youth

Survey features the results of a two-month-long poll conducted at the end oflast year, which surveyed 58,486 teens

in 31 countries. The findings wererecently published in a 255-page reporttargeted at companies looking to market

to the lucrative demographic.

Teens in the US wearmostly Abercrombie,

Hollister andAmerican Eagle: threebrands that promote

being skinny asbeautiful

Teen Top Interests?

GREEN = EUROPEGRAY = USA





High interest ingaming,

computers

Lower interest inexcercising and doing

sports

Teen Internet Usage






A high rate of instantmessaging and email is

common in the USshowing that social face

to face interaction isslowly being waned out.

Teen Music Interests






More in Depth…

FEATURES/ VALUES

•Makes weight about health not image

•Opens the Topic: many times weight ismade an issue with children from the startas they go through their lives thinking being“fat” means being ugly. These meansassociating food with negativity andtherefore feelings of defeat when it comes tobeing healthy

Transform the Cafeteria: because there will be an on site nutritionist in schools, she wouldwork with the food vendors to provide healthier options. The nutritionist would also trainthe cafeteria employees on several things…

1. Correct portion sizes

2. How to offer healthier suggestions to the kids without sounding too forceful

3. How to prepare the food better/ healthier

Cafeteria Evolution…

Time Magazine

More in Depth…

Deliverables/ End Goals

•This is one of those projects with no true end goal;rather it is something that will become a globaleffort

•The idea is that if the implementation of anutritionist works in Huntington, West Virginia, itcan be implemented in other schools around theUS.

•Intangibly this program will create a sense of awareness of health issues and teach youngergenerations that eating healthy is not about being skinny, but rather it is a lifestyle change thatcan allow one to live a longer and more fruitful life.

•Tangibly, hopefully the start of the program in Huntington, West Virginia will not only helpchildren lose weight but instill in ways to maintain a healthier lifestyle.

Upcoming Weeks

April 12, 2010: devise more conclusions from peer to peer teeninteraction and teen exposure; beginning gathering processmaterials

April 19, 2010: research other places to expand the programs;where would I take it from here?

April 26, 2010: Scan in process materials and cite sources

May 4, 2010: Deliver final project

Health & Medicine

Creative Brief - Childhood Obesity