Integrating HKBU ‘Graduate Attributes’ into our Curriculum Prof. Tony Hung Language Centre HKBU.
1 Communicate healthy eating to adolescents Kara Chan, Gerard Prendergast, HKBU Alice Gronhoj, Tino...
-
date post
19-Dec-2015 -
Category
Documents
-
view
219 -
download
0
Transcript of 1 Communicate healthy eating to adolescents Kara Chan, Gerard Prendergast, HKBU Alice Gronhoj, Tino...
1
Communicate healthy eating to adolescents
Kara Chan, Gerard Prendergast, HKBUAlice Gronhoj, Tino Bech-Larsen, University of Aarhus, Denmark
2
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
3
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
4
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)
5
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
6
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)
7
Past PSA campaigns
3 series of TVCHealthy diet: 3+2 is the wayHealthy lunch box for elementary school
studentsHealthy snacks at schools for elementary
school students No publicity targeted at adolescents
10
Research questions
What are their perceptions of healthy/unhealthy eating?
How do they perceive about different socializing agents
How do they respond to different advertising appeals
11
method
Survey based on a focus group study Construction of 5 ads (popularly, love,
achievement, news, and fear) Sample: 152 grades 7-9 students (aged 12
to 16) Response rate: 95% Conducted in March 2007
17
Results: eating habits
0 20 40 60 80 100
bring lunch bag to sch
eat out with friends
consume candy/chip
buy foods on school day
consume soft drinks
percentage
At least once a week
18
Perception of healthy eating
0 20 40 60 80 100
same quantity @ meal
natural food
3 meals a day
fo food pyramid
eat at regular times
a balanced diet
percentage
19
Perception of unhealthy eating
0 20 40 60 80 100
eat too much or too little
eat too fast
eat fast foods
preservatives or additives
eat at irreg. time
eat narrow range of food
percentage
20
contexts of healthy eating
0 10 20 30 40 50 60 70 80
in schools
holidays
good mood
parent around
when sick
at home
percentage
21
contexts of unhealthy eating
0 20 40 60 80 100
bad mood
in a hurry
in festivals
social gatherings
eating out
at parties
percentage
22
Perceptions about socializing agents
1
1.5
2
2.5
3
3.5
4
4.5
5
parents teachers friends government pub
how often effectiveness
23
Responses to 5 ad appeals
1
1.5
2
2.5
3
3.5
4
4.5
5
popularity love achievement news fear
liking effectiveness