A Campaign against Childhood Obesity among Hispanics

Presentation Script
INTRODUCTION
My name is {Say Your Name}, and I welcome you to the presentation. I will be discussing a topic on "A campaign against childhood obesity among Hispanics." The campaign seeks to tackle childhood obesity among Hispanic children aged two and five years from low-income families. The campaign is sponsored by the Partnership for a Healthier America (PHA), an organization dedicated to ensuring that Americans consume healthy foods. The presentation commences by highlighting four main elements; the target audience, behavior, channels, and message concepts. The second part discusses five images used during the campaign and an infographic. This section addresses how the pictures and infographics related to the previously discussed elements.
This will be an interactive session, and you can interject to ask questions. Kindly feel free to ask for clarifications.
PART 1
Slide 2
Now let us focus on the campaign target audience. It is important to understand the target audience because every focus will be on it. The campaign targets the low-income Hispanic parents of children aged two to five years. Childhood obesity is more prevalent among Hispanics in the US. According to the CDC, childhood obesity has a prevalence of 25.6% among Hispanics, followed by blacks, who have a prevalence of 24.2%. Obesity prevalence is 3.4% among 2- to 5-year-olds, 20.3% among 6- to 11-year-olds, and 21.2% among 12- to 19-year-olds. While childhood obesity affects children older than five years, I believe that addressing the problem when children are a tender age of five years and below prevents it from escalating in the future. A majority of the Hispanic children who are obese started with unhealthy habits at this tender age and progressively continued until they became obese. Most importantly, targeting these parents will allow them to understand how to deal with the problem
A successful campaign should target a specific behavior in the target audience. In this case, the campaign aims to address the wrong perception that overweight and obese children are healthier. The misleading notion encourages parents to allow their children to remain obese. The campaign identifies the cultural barriers that prevent Hispanic parents from employing healthy lifestyles for their children. It determines the cultural attitudes and practices that determine the parents' ability to make the needed changes to improve the health outcomes of their children. At the end of the campaign, Hispanic parents should differentiate between obese and healthy children. This will be critical in allowing them to embrace healthy lifestyles for their families. It is from their realization that their perception is wrong to create healthy behaviors for their children
Let's now shift our focus to the channel. Every campaign should have a channel through which the message is communicated. The channel must be appropriate for the target audience. Since Hispanic parents from low-income families are the target audience, the channels identified are ones that they can easily access. The campaign will use two major channels; Facebook and magazines. For Facebook, the images will be shared with Hispanic-oriented pages and groups. This is because more Hispanic parents, especially mothers, have access to social media sites, particularly Facebook. Furthermore, Facebook is a source of health information for the target population.
Regarding magazines, reputable magazines oriented towards the Hispanic population will be used. Priority will be given to the Parents Latina Magazine dedicated to providing Hispanic parents with the information they need to raise their children. The magazine assists parents in raising healthy multicultural children who are rooted in the Hispanic family heritage while ensuring that they can shape the future of the US. It will be important to include other magazines to disseminate the information. Other magazines to be considered include People, People en Español, National Geographic, Time, and Sports Illustrated. This is because they are also among the most read by the Hispanics in the US.
With the target audience, behavior, and channel identified, it is critical to draft message concepts that resonate with the audience. There will be three message concepts geared towards informing Hispanic parents about childhood obesity and guiding them on how to deal with it. The first message concept is, "The bigger a child is, the high the chances of obesity." This message concept demonstrates that the belief that a healthy child is bigger is misleading. Instead, the bigger the child gets, the higher the chances of being overweight and becoming obese. The message will be critical in changing the misleading notion that a healthy child is the biggest. It will allow Hispanic parents to differentiate healthy children from overweight and obese ones. The parents will discover that a healthy child is not malnourished.
The second message concept is, "Healthy children are less vulnerable to diseases." The parents must understand that obese children are more likely to continue so until adulthood and more vulnerable to non-communicable. The message will assist Hispanic parents in appreciating the importance of spending on healthy foodstuffs. The message will encourage parents to make a shift towards healthy foods.
The third message concept is "Instead of focusing on your child's weight, gradually change family eating habits." The message demonstrates that focusing too much on the child's weight will yield little results. Parents may be discouraged that the situation is not improving. However, the primary focus should be altering the family eating habits to ensure that children consume healthy diets. The results may be gradual, but eventually, parents will notice the positive implications of the change.
PART 2
This part is critical for the campaign. It consists of five images and one infographic. The section demonstrates how the images and the infographic connect with the campaign's target audience, behavior, channel, and message concepts.
Slide 3
This is image one of the campaign. Kindly take your time and try to decipher what it communicates. Having looked at it, we can see how it related to the four elements we discussed earlier in the presentation.
Target Audience: The image is meant to inform Hispanic parents that we care for them and are willing to work with them for better health outcomes
Behavior: The image has a picture of two children consuming healthy foods and another image showing a package of fruits. The images communicate that consuming healthy foodstuffs is critical for children
Channel: The text is bold to enhance visibility. Using visible text ensures that parents can easily read the message and understand it without struggling. Additionally, the background color is attractive. The use of a colored background makes the image attractive and visible. The image color contrasts with the text, hence allowing the text to stand out. Furthermore, the visibility and attractiveness of the image makes it appropriate for both Facebook and magazine. Here, users can easily see the information on the image.
Message Concepts: This image aims at encouraging parents to reach out for assistance. The words, "Reach out to us for any assistance" and "We are ready to help," serve as a wake-up call to all the Hispanic parents. The image will be critical in demonstrating to the parents the need to speak out. In this case, some of the parents may not know how to deal with the situation. However, having them ask for help will allow them to get the information they need. The image also encourages them to be open about the problem,...