Childhood Obesity Campaign

1953 Words4 Pages

1. Introduction:
In Wales, 35 percent of children from two to nine are overweight, and more than 54.2% of these are classed as obese (Public Health Wales, 2013). Wales has second highest rates of obesity among middle school children in Europe (Swansea Sound, 2013). Obesity can increase the level of lipids, blood pressure and insulin. It is also related to the rate of coronary heart disease. The obesity in childhood can indirectly influence their health in adult (Freedman and Khan et al., 2001). Swansea Council has launched a series of public relations campaigns to enhance the fight against children obesity such as free exercise courses for children (City and Country of Swansea, 2010). However, the rate of obesity has continue to increase in the last ten years (Welsh Assembly Government, 2013a). Gregory (2000:44) listed ten stages of planning: analysis, objective, publics, messages, strategies, tactics, timescales, resources, evaluation and review. Based on the market research result, a three month healthy eating campaign to resist children obesity for Swansea Council will be designed. This campaign will outline a detail plan which contains: research summary, objective, publics, strategy and tactics, image idea, evaluation methods, timescales and budget. In total, a £29,040 budget is required to undertake the tactics.
2. Research summary
Tench and Yeomans (2006:209) state that research is a necessary resource to set communication objectives, identify publics and develop message. Secondary research is the main research method in this campaign research. It included searching information from the Web for the current Swansea and Wales children’s health condition and existing campaign, and viewing the previous relevant reports to gain a...

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... free school meals and special educational needs of children in need by measure and year. [online] Retrieved from: https://statswales.wales.gov.uk/Catalogue/Health-and-Social-Care/Social-Services/Childrens-Services/Children-in-Need/EligibilityForFreeSchoolMealsAndSpecialEducationalNeedsOfChildrenInNeed-by-Measure-Year [Accessed: 10 Mar 2014].
Swansea Sound. (2013). Obesity Battle. [online] Retrieved from: http://www.swanseasound.co.uk/news/local/obesity-battle/ [Accessed: 10 Mar 2014].
Tench, R. & Yeomans, L. (2006). Exploring public relations. 2nd ed. Harlow, England: FT Prentice Hall.
Theaker, A. (2004). The public relations handbook. 2nd ed. London: Routledge.
Welsh Assembly Government. (2013). Welsh Health Survey 2012. [report] Cardiff: Welsh Government.
Welsh Assembly Government. (2013). Free school meals case studies report. [report] Cardiff: Welsh Government.

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