Childhood Obesity Prevention



Childhood Obesity Prevention

Campaign Sponsor: U.S. Department of Health and Human Services and NIH’s We Can!® program

Advertising Agencies: Ogilvy Rojo and Burrell Communications

BACKGROUND:

Today, nearly 1 in 3 children in America are overweight or obese. Overweight youth are at greater risk for numerous health consequences, including cardiovascular disease, type 2 diabetes and other chronic diseases And African American and Hispanic/Latino children are more likely to be overweight or obese. To reverse this trend, it is crucial that parents have the information they need to help them teach children the importance of healthy eating and being physically active.

CAMPAIGN DESCRIPTION:

The Obesity Prevention in Children Campaign, created by the U.S. Department of Health and Human Services (HHS), NIH’s

We Can! (Ways to Enhance Children's Activity & Nutrition)® program and the Ad Council, encourages parents and caregivers to help children maintain a healthy weight by highlighting the benefits of physical activity and healthy eating habits in a fun and engaging way for the whole family.

Several multimedia public service advertising efforts aim to educate parents and caregivers on ways to get their whole family to get active and eat healthy. The “All In Together” PSAs feature a memorable song that provides parents with fun ways to make family time-healthy time. The Spanish-language PSAs, entitled “Podemos” encourage parents and caregivers to challenge their kids to make healthy choices.

All PSAs direct audiences to “search We Can! online” to find practical tips and activities for ways parents and kids can get healthy together in both English and Spanish. The We Can! website can be found at wecan.

TARGET AUDIENCE:

Parents and caregivers

DID YOU KNOW:

➢ Nearly 1 in 3 children in America is overweight or obese.

➢ In 2009-2010, 21.2% of Hispanic children and adolescents and 24.3% of non-Hispanic black children and adolescents were obese.[1]

➢ A CDC report found that the health cost of obesity in the United States is as high as $147 billion annually.[2]

FOR ADDITIONAL CAMPAIGN INFORMATION, PLEASE CONTACT:

Tait Sye

Deputy Assistant Secretary for Public Affairs/ Public Health

U.S. Department of Health and Human Services

tait.sye@

Phone: (202) 205-1841



OR

Hannah Blatt

Campaign Manager

The Advertising Council, Inc.

815 Second Ave. 9th Floor

New York, NY 10017

hblatt@

Phone: (212) 984-1933

Fax: (212) 922-1676



TO ORDER ADDITIONAL CAMPAIGN MATERIALS, PLEASE CONTACT:

CI-Group

10 Salem Park

PO Box: 461

Whitehouse, NH 08888

Phone: (800) 933-PSAS (7727)

adcouncil@ci-

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[1] Ogden CL, Carroll, MD, Kit, BK, Flegal, KM.  Prevalence of Obesity and Trends in Body Mass Index Among US Children and Adolescents, 1999-2010. JAMA. 2012;307(5):483-490

[2] Finkelstein EA, Fiebelkorn IC,Wang G. National medical spending attributable to overweight and obesity:how much, and who’s paying? Health Aff (Millwood). 2003;22:w3-219–26.

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