1. AAA healthy eating 1 Promote healthy eating among elementary school students in Hong Kong Kara Chan Hong Kong Baptist University May 2007

2. AAA healthy eating2 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. AAA healthy eating3 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. AAA healthy eating4 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. AAA healthy eating5 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. AAA healthy eating6 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. AAA healthy eating7 Publicity campaign Launched in April 2005 3 series of TVC  Healthy diet: 3+2 is the way  Healthy lunch box  Healthy snacks at schools

8. AAA healthy eating8 Healthy diet, April 2005

9. AAA healthy eating9 analysis Mass oriented A family setting Informative 2 portions of fruit + 3 portions of vegetables Benefit of healthy eating: free from disease Light music + country style costume

10. AAA healthy eating10 Eat-smart school campaign 2006 Found that 60% of the lunch boxes contained one or more unhealthy food items and less than one serving of vegetables 90% of snacks and drinks elementary school students consumed are unhealthy

11. AAA healthy eating11 Healthy lunch box

12. AAA healthy eating12 Healthy lunch box

13. AAA healthy eating13 analysis Family setting Informative 3 portions of grain + 2 portions of vegetables + 1 portion of meat food preparation: less oil, salt, sugar Food preparation: steam, stew Story-telling technique

14. AAA healthy eating14 Healthy snacks at schools

15. AAA healthy eating15 analysis School setting Informative Identify bad snack and good snack 3 low and 1 high Fear appeal to parents Story-telling technique

16. AAA healthy eating16 PR and event support Guidebook for school lunch suppliers Website with games and videos Events for students participation: vote for favorite healthy Training and workshops for school principals, teachers, and parents

17. AAA healthy eating17 conclusion Joint effort between government and stakeholders Healthy eating as a choice of positive and desirable lifestyles Lack of emotional appeal and benefits including feel good about yourself and social acceptance

18. AAA healthy eating18 Q and A