The American Academy of Pediatrics
Eat Fresh. Move More. Watch Less.
Campaign to Combat Obesity in Children & Adolescents
November 19, 2013
MKTG201/ACP250, Marketing for Social Change
Fall Semester 2013
Executive Summary 3
Background, Purpose, & Focus 3
SWOT Analysis 4
Target Audiences 6
Objectives & Goals 7
Barriers, Benefits, Competition, & Influential Others 8
Positioning Statement 10
Monitoring & Evaluation 13
Budgets & Funding Sources 13
Implementation Plan & Timeline 15
Given the rise in the ...view middle of the document...
Our overall focus is to promote a healthy diet consisting of fresh fruits and vegetables, encourage physical activity on a daily basis, and to reduce the amount of time spent on watching television and playing video games.
Background, Purpose, & Focus
The mission of the American Academy of Pediatrics (AAP) is to attain optimal physical, mental, and social health and well-being for all infants, children, adolescents, and young adults.
Did you know that the percentage of overweight children and adolescents in the United States has nearly tripled since the early 1970’s? More than one in five children between the ages of 6 and 17 are now considered overweight, and at least three in four obese teens grow up to become obese adults. The numbers are even higher in African American and Hispanic communities, where nearly 40% of the children are overweight or obese. This predisposes them to serious ailments such as degenerative arthritis, heart disease, stroke, and several forms of cancer. These illnesses commonly will not develop until much later in a child’s life, but other medical problems can emerge during the teen years for youngsters who are morbidly obese. These medical problems include but are not limited to hypercholesterolemia, skin infections, back pain, chronically high blood pressure, gallstones, pancreatitis, excessive insulin secretion, diabetes, and obstructive sleep apnea (Hassink 2010, p.1).
In addition to these medical concerns, the potential emotional damage associated with being overweight in adolescence can be considerable and long lasting. The social stigma associated with obesity is too deeply ingrained for many overweight boys and girls to escape. Overweight youngsters are more likely to have a negative body image and low self-esteem, which may make them withdraw socially and possibly turn more than ever to food as a source of comfort. Additionally, over weight teens are more prone to anxiety and depression (Hassink 2010, p.2). Due to the rapid increases in obesity prevalence and the serious public health consequences, obesity is commonly considered one of the most serious public health challenges of the early 21st century.
The purpose of our campaign is to fight the epidemic of childhood obesity in the United States. If successful, the potential impact that our effort to reduce childhood obesity could have is immense. The most obvious benefits would be reducing the likelihood of children developing medical issues now or as adults, and lessening their odds of developing anxiety, depression, and other disorders. Even a moderate, sustained weight loss of approximately 10% can return elevated levels of blood pressure, insulin, and blood sugar to normal, as well as eliminate the threat of gallstones, pancreatitis and many of the other medical conditions previously mentioned. The individuals who lose weight are not the only benefactors, the entire country would benefit from the improved health of its citizens through lower...