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ASSIGNMENT 1 REFLECTION Subject Code: MK317DE01 Subject Name: Marketing Strategy - 0700 Title of Assignment: Campaign Analysis Student Name: Nguyen Hoang Hong Phuong Student Number: 22014634 Teacher Name: Le Thanh Hai Assignment Due Date: 11 April,2022 Date of Submission 23 April, 2022
Number of pages including this one: 6 Word Count 1066
Childhood Obesity Prevention: Call to Action
From a health standpoint, childhood obesity can be seen as one of the most persistent epidemics
specifically in the Caribbean through a survey showing that children across the region had the
highest prevalence of overweight relative to the global average (Onis and Blössner 2000). For
decades, a considerable number of studies have presented that the rapid increase in obesity
heralds a substandard health condition of children (Dietz and Gortmaker 2001). Being considered
as a social health problem, this necessitates non-governmental organizations (NGOs) partially
becoming responsible (Skidmore and Yarnell 2004). Lake, Health and Wellbeing, along with The
Healthy Caribbean Coalition (HCC), hence, issued a campaign named Childhood Obesity
Prevention: Call to Action in intention of engaging in a fight with paediatric obesity (Lake 2018).
Demonstrating and examining how the public relation components were utilized to access the
public, also whether or not they accomplished is the purpose of this essay.
To date, one out of three children in the Caribbean are clinically obese, putting them at significant
risk for Non Communicable Diseases (NCDs) (Lake 2018). Furthermore, the substantial health
expenditure and cost of hospitalization for overweight children, claimed Haemer et al. (2011),
should be taken into consideration. From my perspective, I do hold a belief that childhood obesity
is urgent; in other words, this is seemingly a typical sign of deteriorating public health.
The campaign was launched in 2017 and endured until 2019 by the Healthy Caribbean Coalition
in cooperation with Lake, Healthy and Wellbeing. It was funded by the Bloomberg Foundation
(Healthy Caribbean Coalition 2018). Spreading the health consciousness about the
aforementioned issue to the Caribbean residents as well as influencing the regional authorities
to enact legislation which ameliorates the health of children were their principal aims (Lake 2018).
During my chilhood,I used to be an obese child due to the inability to measure the daily food
intake and no supervision from parents or schools, There are many factors contributing to
childhood obesity, mainly because of the subjectivity of the supervisors. This campaign
understands the psychology of those who have been through it, so it attracts me as well as people
who are in the same situation.
Unlike Advertising, which Lamb, Hair, and McDaniel referred as communication about a product or organization that is paid for by a marketer=, Public Relation
is defined as a mutual communication, contributing to the healthy relationships between an
organization and its public and equally highlighting the responsibility of fulfilling the public
interest, if not more, concerning. With a view to achieve the initial set goals and simultaneously 1
deliver extensively their messages to the audience and public, therefore, it is unskeptical that
various public relation methods were alternated optimally through the campaign.
Accordingly, on 28 November 2018, Healthy Caribbean released a TVC on YouTube with the aim
of drawing the attention of the community to the campaign (Figure 1). Although the video barely
lasts less than a minute, giving concise information about the issue, the interaction is quite low
(117 views and 1 like). Likewise, on the Facebook and Instagram platform, Lake and Healthy
Caribbean Coalition was stably active to convey their messages (Figure 2 & 3), still did not receive
any notable interchange from the online communities. Putting effort into three of the largest
online network platforms and even Lake and Healthy Caribbean Coalition have their owned
pages, it seems, however, they did not utilize those thoroughly and properly. Fewer media tools
with an attached connection could effectively escort audiences from one to another.
Due to the fact that the operation scope of this campaign was considerably broad, the Caribbean
regional countries, the factor being applied as the optimal channel in communicating information
compared to traditional print media was digital posters (Figure 4). It helped to approach a large
number of receivers. Most posters only appeared in the organizations9 Instagram account, there
is barely a record of them to take advantage of Earned Media or News Value, namely paper
newspapers or online newspapers, except for The Jamaica Information Service (JIS), as a
government agency (Figure 5). During the period, a creative approach via Internet Media was
that teenage volunteers from Volunteer Corp implemented a series of childhood obesity
podcasts including four episodes which comprised causes and solutions. Beside, facing with such
an epidemic, Agenda Setting theory was efficiently used by being set an influence from the
campaign to the public to show the negative nature of the issue through the hashtag #toomuchjunk (Figure 2).
Figure 1: Healthy Caribbean Coalition and the Heart & Stroke Foundation of Barbados Childhood
Obesity Prevention PSA by Health Caribbean, 2018, screenshot. 2
Figure 2: Childhood Obesity Prevention on Facebook by Lake Health and Wellbeing, 2018, screenshot.
Figure 3: Childhood Obesity Prevention on Instagram by Lake Health and Wellbeing, 2018, screenshot.
Figure 4: Childhood Obesity Prevention Poster by Healthy Caribbean Coalition, 2018, screenshot. 3
Figure 5: Healthy Caribbean coalition Calls for Radical Measures to Takle Childhood Obesity by
Jamaica Information Service, 2019, screenshot.
As an amateur PR practitioner, after independently studying and analyzing Childhood Obesity
Prevention: Call to Action, I realized that in order to wage a successful campaign requires an
intense comprehension of the conceptions of each public relations component, in consequence
being able to accurately implement individual factors to develop a clear-sighted and victorious
strategy. Besides, it is necessary to understand the suitable and harmonious coordination of
factors to not only horizontally but also vertically reach targeted audience. For this campaign, if
Lake and Healthy Caribbean Coaliton had had appealing 8hook9 to take advantage of News Value,
it would have been able to reap more success.
One way to make this campaign more widespread and effective is to market it directly into the
lives of obese children: schools, play areas, housing estates, even and their parents. They limit
the amount of food sold to obese children, and together with parents and teachers of young
children monitor and adjust food intake during the day.
In conclusion, personally, I do not appreciate this as a resounding triumphant campaign. In spite
of having achieved certain achievements such as contributing to raising awareness of residents
in the region, combating the childhood obesity crisis, exerting a determined influence on
policymakers,& (seemingly no actual notable changes), Childhood Obesity Prevention: Call to
Action lacked the concentration on thorough utilization. 4 Reference list:
de Onis, M & Blössner, M 2000, 8Prevalence and trends of overweight among preschool children in developing countries9, , vol.
The American journal of clinical nutrition , no.4, pp. 103231039. 72
Dietz, W-H & Gortmaker, S-L 2001, 8Preventing obesity in children and adolescents9, Annual
review of public health, vol. 22, pp. 3373353.
Lake Health and Wellbeing 2018, , Lake Health and
Childhood Obesity Prevention Call to Action
Wellbeing, viewed 14 April 2021, toaction-2018/>.
Skidmore, P-M-L & Yarnell, J-W-G 2004, 8The obesity epidemic: prospects for prevention9, Qjm, vol. , no. 12, pp. 817-825. 97
Richards, J-I, & Curran, C-M 2002, 8Oracles on Journal
of Advertising, vol. 31, no. 2, pp. 63-77.
PETA-GAY HODGES DECEMBER 2, 2019, Healthy Caribbean Coalition Calls for Radical
Measures to Tackle Childhood Obesity, JAMAICA INFORMATION SERVICE, viewed 12 April 2021, . HealthyCaribbean 2019,
, screenshot, viewed 13 April 2021,
Total Number of Signatures .
HealthyCaribbean 2018, Healthy Caribbean Coalition and the Heart & Stroke Foundation of
Barbados Childhood Obesity Prevention PSA, HealthyCaribbean 2018, screenshot, viewed 13 April 2021, .
Healthy Caribbean Coalition 2018, , 23 April 2018,
Childhood Obesity Call to Action Launched
Healthy Caribbean Coalition 2018, viewed 13 April 2021, . 5