Protecting children from unhealthy food marketing
Contents Introduction...................................................4 Research..........................................................8 Concept..........................................................14 Big Idea...........................................................16 Applications.................................................18 Conclusion...................................................24 References...................................................25
Protecting children from unhealthy food marketing
It has long been known that poor diet in childhood is a major contributor to poor health. Of particular concern is the dramatic increase in childhood obesity. Often persisting into adulthood, childhood obesity increases the risk of suffering from a range of serious diseases. The forecasts are bleak. Unless action is taken, 55% of boys and 70% of girls are expected to be overweight or obese by 2050. The promotion of unhealthy food has been shown to have a significant impact on children's food choices. The bombardment of messages promoting unhealthy food has contributed to a shift in the balance of children's diets and is damaging their health, often with life-long consequences.
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Introduction The need to halt and reverse the rapid increase of childhood overweight and obesity in Australia is urgent. Overweight and obesity among Australian children has escalated rapidly in recent years, to the point that around one-quarter of Australian children (aged 5–17 years) are now estimated to be overweight or obese. It has been estimated that if current obesity trends continue, the life expectancy of Australian children alive now will fall 2 years by the time they are 20 years old, and there will be approximately 1.75 million deaths at ages 20+ years and 10.3 million years of life lost at ages 20–74 years caused by overweight and obesity in Australia from 2011 to 2050. At the same time, advertising of unhealthy food to children is becoming increasingly pervasive and sophisticated. Food advertisers are constantly developing new techniques and technologies to target children, and subjecting children to huge amounts of advertising for fast food, confectionery, soft drinks and other unhealthy products. Food advertisers target children in nearly all facets of their daily lives: when they watch television, read magazines, go to the movies, surf the internet, go to the supermarket with parents, communicate and interact with friends, and when they are at school or playing sport. Food advertisers use a range of techniques to persuade children to ask for, choose and eat advertised products, such as offers of free toys, competitions, games, tie-ins with popular children’s movies, and endorsements by children’s favourite personalities and characters. By far the majority of this advertising is for unhealthy products. There is clear and robust evidence that unhealthy food advertising influences the types of foods children prefer, request and eat, has a negative influence on children’s diets, and contributes to increasing rates of childhood overweight and obesity. Unhealthy food advertising also undermines the effectiveness of strategies to improve children’s diets, such as healthy eating media campaigns and school-based nutrition programs.
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Childhood overweight and obesity To suggest that the problem of childhood overweight and obesity is exaggerated, or that the prevalence of these conditions has not been rising, ignores the clear evidence of an increase in the entire distribution of childhood weight over the past 20 years. A comparison of overweight and obesity levels among children aged 7–15 years shows that the prevalence of overweight and obesity in boys has risen from 11.0% in 1985 to 20.0% in 1995 and 23.7% in 2007. Among girls in this age group, the prevalence of overweight and obesity has increased from 12.2% in 1985 to 21.5% in 1995 and 25.8% in 2007. (see figure 1) It will not be possible to turn the tide of childhood overweight and obesity unless comprehensive action to address the problem is taken by all Australian governments.
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Causes of overweight and obesity Overweight and obesity primarily result from imbalances between energy intake and energy expenditure, but modelling indicates that energy intake is a more important determinant of body weight than energy expenditure.9 A key cause of the recent rapid increase in overweight and obesity prevalence is increased energy intake through increased.
Food advertising on Australian television duringchildren’s viewing hours • Overall, food advertisements accounted for 31.1% of all advertisements broadcast on Australian metropolitan television stations during the study period. During the monitored time slots over the study period, there was an average of 26.6 (95% CI = 25.5 to 27.6) advertisements per hour. There were 8.2 food advertisements per hour for each station, which accounted for an average of 3 min of food advertising per hour per station
• Confectionery and fast food restaurant advertising during designated children’s programs, and the television programs most watched by 5- to 12-year-olds. Approximately half of all confectionery (53.4%) and fast food restaurant (50.1%) advertisements were broadcast during children’s programs in Sydney. There were on average nearly three times as many confectionery advertisements and twice as many fast food restaurant advertisements per hour during children’s television programs than during adult television programs
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Summary of evidence • Most of the food and drinks, marketed to children are energy-dense and nutrient poor and high in fat, sugar and salt. These foods are typically from the top shelf of the Food Pyramid. • The promotion to children of food and drink, high in fat, sugar and salt, has an effect on children, particularly their food preferences, purchase behaviour and consumption. It increases both brand and category consumption - for example, a fast food advertisement will influence not just the purchase of that brand versus another brand but increase the purchase of fast food overall. • A variety of creative marketing strategies are used to promote foods to children. These include linking food products with both children’s heroes and cartoon characters from films and books and linking food products with children’s toys. • Most of the money spent on food marketing is on television advertisements. Television advertising of food and beverages high in fat, sugar and salt to children is associated with obesity in children and youth9. In Ireland 84% of all food advertisements targeted at children were for foods high in fat, sugar and salt or a combination of one or more of these.
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• Schools represent a growing marketing channel for food advertisers. Strategies include sponsoring events, linking food product purchasing to the provision of educational or sporting equipment - often involving token collection schemes - and selling unhealthy food and drink products in tuck shops and vending machines. In Australia at post primary level, 45% of schools have drinks vending machines. Sales of foods within the school are the most prevalent form of marketing with 74% schools providing confectionery; 57% salty snacks and crisps and 52% fizzy drinks. • Advertisements are not just during children’s viewing hours but also occur during family viewing hours. • The Internet is also a growing medium for food advertisers. Advertisers have discovered that the addictive quality of web-surfing is of advantage to them. • Nine in ten parents agree that food advertising influences their children’s food choices and four in five parents would agree to a ban of unhealthy food advertising up to 21:00 hours.
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PRE-SCHOOLS, SCHOOLS AND THE NONFORMAL EDUCATION SECTORS The school environment needs to be guided by a healthy food policy which: Ensures that healthy food and snacksd are • provided in schools, for example, meals, tuck shops and vending machines. • Limits food advertising and sponsorship in the school and for school related projects and facilities. • Ensures implementation of the Food and Nutrition Guidelines now available for preschool and primary schools and the forthcoming post-primary school guidelines.
Parents • The home is a critical influence on children’s dietary patterns. Paretns need to take care of their children's healthy and debts. • Similar support is needed for parents so that they are aware of and proactive in relation to the food marketing strategies that impact in the home through television, the Internet, texting and product packaging. • Parents need to review and supervise their children’s television viewing time. A ban on advertising of unhealthy foods before the 21:00 hour watershed would provide parents with a clear means of knowing that their children’s wellbeing was not compromised by TV messages for unhealthy foods.
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Concept Target Audience Australian parents who has kids, and kids between 8-17 years old who loves junk food.
Why is it important to target them
The group of audience would be important to target as being the guardian and younger generation, they would be ' absorbing' values from the older generation and passing it on. The parents could educate their children the importance of eating healthy food. It will change a new generation's behaviour and life.
Objective
This campaign objectives is to help them make informed choices about junk food advertasing. As well as stand out and say no to inapporpriate children unhealthy food marketing. By informing and educating them, it is hoped that they recognise they could actually do something to reduce the amount of inapporpriate advertisement, and help their children to make right decisions.
Client
JunkBusters JunkBusters is an organization helps parents bite back against unhealthy junk food marketing. They collect parent's complaint and concerns about food marketing, and send it to the goverment.
Example of the Junkbusters' work
HAPPY MEAL WEBSITE WARNED UNDER THE SPAM ACT
The Australian Communications and Media Authority have given McDonald’s Australia a formal warning for having a ‘send to friends’ facility on the Happy Meal website. The facility allowed emails to be sent to friends without the friends consent. The Happy Meal website features dozens of games branded with the Happy Meal logo. McDonald’s removed the send to a friend facility in February. The ACMA used this opportunity to warn others that consent must be received from the person receiving the email, the message must include accurate information about the person or organisation that sent it and the message must have an ‘unsubscribe’ facility. We’d like to hear if your children receive marketing emails that they have not signed up to.
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Headline
• We' re not buying it • Say no to drunk food • Drunk food destroys lives • Junk food or helth, It's your dicision to make • Portecting your kids from junk food marketing • Junk food, show the kids your darker side • Real food now
Needs
inform audience to eat healthy • • tell parents say no to children if they ask for junk foods • let the parents know the importance of keep their children away from drunk food • it is parent's responsibility to educate the child what to ear
Solution photography • • campaign • communication
Personas Sophia, femal, 37, married with 2 kids. Her kids always ask • her to buy the junk food which they saw the ads on TV. She don't want to do it, but her kids never gives up to ask. She found out there is too many junk food advertising during the kids tv program session, and it always be present with kids toys or kids hero. Kevin, male, 34, single father with 1 kid. His son is 9 years • old. He found out that his son always play some kind of food advertising app on his iphone. The app game has junk food advertising. It ask you to signup and try to teel the kids, that they could win toys by buying thoes food.
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Big Idea Key Message
Say no to inapporpriate unhealthy food marketing.
TONE
Emotional, shock image
Media
•Poster •Billboard •Web Banner •Mobile advertising
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Applications - Poster
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Applications - Billboard
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Applications - Website Banner
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Applications - App ads
BE A JUNKBUSTER NOW »
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Conclusion This proposal shows that unhealthy food is heavily promoted to children through a variety of nonbroadcast media and promotional mechanisms. The current self-regulatory scheme for non-broadcast advertising is unsatisfacte. Through the design process of this compaign design, I found out it is a good way to encourage parents stnad out for their children's eatting healthy and rights. Our individuals could do more contribute to hlep the government control thoes inapporpriate advertisement. It is also parents' resonponsibility to educate their children to say no to thoes advertisements.
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References Australian Bureau of Statistics. National Health Survey: summary of results. 2007–08. Cat No. 4364.0. Canberra: Australian Bureau of Statistics, 2009. Available from http://www.abs.gov.au/ausstats/abs@.nsf/mf/4364.0/ [accessed 15 May 2010]. CSIRO, Preventative Health National Flagship, University of South Australia. 2007 Australian National Children’s Nutritional and Physical Activity Survey: main findings. Canberra: Australian Government Department of Health and Ageing, Australian Government Department of Agriculture Fisheries and Forestry, Australian Food and Grocery Council, 2008. Available from http://www.health. gov.au/internet/main/publishing.nsf/Content/66596E8FC68FD1A3CA2574D5002 7DB86/$File/childrens-nut-phys-survey.pdf [accessed 6 August 2009] Gray V, Holman D. Death and premature loss of life caused by overweight and obesity in Australia in 2011–2050: benefits from different intervention scenarios. Report for the National Preventative Health Taskforce. Perth: University of Western Australia, 2009. Roberts L, Letcher T, Gason A, Lobstein T. (Letter to the editor) Childhood obesity in Australia remains a widespread health concern that warrants population-wide prevention programs. Medical Journal of Australia 2009; 191 (1): 45–47. Zuppa J, Morton H, Mehta K. Television food advertising: counterproductive to children’s health? A content analysis using the Australian Guide to Healthy Eating. Nutrition and Dietetics 2003; 60: 78–84. Hill J, Radimer K. A content analysis of food advertisements in television for Australian children. Australian Journal of Nutrition and Dietetics 1997; 54 (4): 174–181. PHAA (2002) Television Food Advertising During Children’s Viewing Times. PHAA, Canberra (http://www.phaa.net.au/policy/TVfoodAdvertisingF.htm , last accessed 6 February 2003)
IMAGES
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Say
NO To Junk Food