A potential social marketing campaign for obesity in low income families is ?5-4-3-2-1 Go!? a community based organization in Chicago. The organization uses a more ecological approach by treating the social and physical elements as an individual?s primary determinants of health status.1 Just as children receive their first world view from their parents and community, they also learn eating habit and other health behaviors based on what they are exposed to in their homes and communities. 5-4-3-2-1 Go! Campaign targets parents in an effort to change family nutrition from a top down strategy. In theory if parents practice better nutritional and exercise habits the children will follow suit and change their habits as well. The parent would be considered as the change agent because they are primarily responsible for managing family meals and exercise or lack of it.
The message would be tailored to target parents of low income families that may have limited access to nutritional inexpensive ingredients for meals. The ?attention getter? would be statistical information that shows how parental obesity is linked to their children obesity and the effects of obesity. I would also provide contact information to resources such as: the Farmer?s Market, Valley Rescue Mission, local food banks and the WIC office. The key decision errors that I considered are parents not knowing where to find inexpensive healthy foods which is why I would include resources where they can find inexpensive healthy food options.
W. Douglas Evans, Katherine K. Christoffel, Jonathan W. Necheles, Adam B. Becker. Social Marketing as a Childhood Obesity: Prevention Strategy.