Subway Ethics Presentation
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Transcript of Subway Ethics Presentation
IMPACT OF U.S MARKETING &
ADVERTISING ON CHILDHOOD OBESITY
ETHICS IN MARKETING AND ADVERTISING
MICHAEL, SARAH, OLA, GORKEM, CRISTINA & LAURA
FTC Guidelines & Child Obesity Statistics
Current Federal Trade Commission’s (FTC) marketing guidelines relative to child obesity within the U.S. are:[i]● Children may have greater difficulty evaluating advertising claims and understanding the nature of information provided.● Children’s Advertising Review Unit (CARU) of Council of Better Business Bureau
Childhood Obesity Avg. Annual Medical Costs[ii]
Interagency Working Group Proposal on Food Marketing to Children[iii]● 1 in 3 Children are overweight or obese● Focus on Children ages 2-17● Federal Trade Commission, Food and Drug Administration, Centers for Disease Control and Prevention and the U.S. Department of Agriculture● Two Principles
Center for Science in the Public Interest.[iv]● 97% of kid’s meals at top U.S. restaurant chains did not meet the nutritional criteria…except SUBWAY!
Children Treated with Obesity (Medicaid) Children Treated with Obesity (Private Ins.)
$6,730 $3,743
All Children Treated (Medicaid) All Children Treated (Private Ins.)
$2,446 $1,108
Marketing Ethics to Children
Pester Power
● Total amount of food and beverage marketing to children is estimated at $2 billion a year.
● The fast food industry spends more than $5 million every day marketing unhealthy foods to children.
● marketing strategies are used to increase a child’s influence in the households purchasing habits
● viral marketing,
● advergaming,
● peer-to-peer
● behavioral targeting
● neuromarketing
Viral Marketing
Viral Marketing
According to FTC, 25K - 40K TV commercials per year
https://www.youtube.com/watch?v=Sg6nX
ndsPSE
According to FTC, 25K - 40K TV commercials per year
https://www.youtube.com/watch?v=Sg6nXndsPSE
Awareness solution: Chipotle
Viral Marketing
company should either make their sandwiches 12 inches long or stop advertising them as footlongs
“The case is about holding companies to deliver what they’ve promised,” he said.
Ethics, from production to marketing.
Viral Marketing
AMERICAN HEART ASSOCIATION’S JUMP ROPE FOR
HEART AND HOOPS FOR HEART PROGRAMS
Educational programs to engage children in physical
activity while raising fund to support life saving heart
and stroke research.
NATIONAL INSTITUTES OF HEALTH’S WE CAN!
Program to help kids lead healthier, more active lives.
Designed to give parents, caregivers, and entire
communities a way to help children 8 ti 13 years old
stay at a healthy weight.
Sponsors and Partnerships
2007 | Subway launches its Fresh Fit fit Kids meals.
1998 | Jared started the commitment to lose weight
2014 | Keep working in Childhood obesity
2004 | Subway launches its FRESH Steps childhood obesity initiative
2005 | Subway launches Foundation To fight Childhood obesity
Subwaykids provides easy Ideas for inspiring children and young people to make healthy choices at home as well as ideas and resources for bringing healthy living into the classroom.
Subway Kids
● Partner with American College of Cardiologists (ACC)[i]
● National Institutes of Health’s We Can!™ program [ii]o Focus on Improved food choices, Increased physical activity and Reduced screen time.
● The American Heart Association [iii]o Jump Rope for Heart and Hoops for Heart programs
● Partnership for a Healthier America [iv]o Backed by Michelle Obama
● National Restaurant Association [v]o KidsLiveWell initiative
Subway CSR Programs
In-App Advertising
● Awareness & Education
● Reward Program
● Create Social Network
Recommended CSR for Subway