We simply must

July 29, 2008

An article I read in The Age yesterday got me fired up for all the right reasons…

In a bold effort to combat obesity, primary schools in the UK are introducing a fat report card. Just as parents are sent reports on their child’s academic progress, they will now also receive notification about their child’s weight relative to national measures and standards. Under the scheme, all parents (unless they choose to opt out) will automatically be sent a ‘fat report’ when their child is five then again at age ten. This report will be accompanied by advice on healthy eating, recommended levels of physical activity, and local support services. Some pretty big names in the Australian obesity debate have appaulded the initiative. Boyd Swinburn (an obesity specialist at Deakin University), Dr Tim Gill (chief executive of the Australasian Society for the Study of Obesity), and Professor Paul Zimmet (head of the International Diabetes Institute in Melbourne) have thrown their support behind a similar initiative being introduced into Australian primary schools.  

The scheme has been dubbed ‘conroversial’ with critics worried about the negative effect a direct focus on the issue would have on both parents and overweight/obese children. Professor Ian Caterson, director of the Institute of Obesity, Nutrition and Exercise at the University of Sydney said the approach was “too heavy-handed and would stress parents without getting results” (The Age 28 July 2008). God forbid we would want anything too heavy-handed…afterall complacency and cotton wool have worked so well in the past. People are getting fatter, younger. Australia currently holds the title of worlds fattest nation. 26 per cent of Australians are obese, not overweight…OBESE! (The Age 20 June 2008, pp. 15). In the UK predictions estimate that by the year 2020, one quarter of ALL British children will be obese (telegraph.co.uk). This is scary.

I am sick to death of seeing six year olds who weigh more than me and will probably be outlived by their parents. I can’t believe we are worried about stressing out the parents. Some of these parents need to be locked up. There are parents out there who are feeding their children McDonalds for breakfast, KFC for lunch and Red Rooster for dinner. In my opinion it is akin to child abuse. Intervention is needed.

As for the children…

A piece of paper indicating that the a child is clinically obese and suggesting ways to combat this illness is hardly stressful. I imagine it pails in comparison to the horror obese children face in the school yard. Kids are cruel. I recently read about a study which was conducted on a group of six year olds. Each of the children were given photographs of other (anonymous) children in a similar age range. They were then asked the rank them in order of who they would like to be friends with. Each of the photographs featured children with some sort of medical condition such as down syndrome, server burns, obesity, stunted growth etc. Nearly all of the children ranked the obese kid as the person they would least like to be friends with.  On the playground the obese kid is bullied and ridiculed. It happened in my school and I’m sure it happened in yours. One of the biggest differences between my sisters 4th grade class (currently) and my 4th grade class (12 years ago) is that the fat kid no longer exists. It is now the fat kids. Plural.

The fact that obesity is now so prevalent may actually lead parents to ignore or be unaware of their own child’s weight problem. They may see their 60kg 6 year old as healthy because he is the same size as many of the other obese kids in his class. According to Swinburn, several studies have shown that parents “grossly under recognised” overweight and obesity in children. In fact Australia does not even have accurate childhood obesity statistics upon which to measure or standardise a child’s weight. How can we be expected to treat the problem if we can’t identify it? In her book The big fat conspiracy (2007 pp. 282), Melissa Sweet notes that around half of the parents of ‘obese’ children thought that their children were of normal weight or even underweight.  All the current data we have on childhood obesity is based on expert estimations. As The Age article referenced above indicates, the last comprehensive study into obesity in Australian children and adolescents is now more than a decade old. Back then it was estimated that 21 per cent of children and adolescents were overweight or obese. It is widely and expertly acknowledged that these figures have climbed dramatically. Not only will a fat report card system make parents aware it will also provide current, relevant, measurable and accurate data around obesity.

The time to take radical action is now. Obesity is linked to a number of PREVENTABLE diseases such as type 2 diabetes, stroke, heart disease, and range of mental afflictions. Already our hospitals are over populated and under-bedded. Imagine the situation in 40 years time when otherwise healthy patients are cuing up for coronary bypass surgery. Conservative estimates suggest that if current trends continue obesity will cause 123,000 premature deaths, cost $6 billion in medical expenses and require an extra 700,000 hospital beds (Stark 2008). From a purely politcal perspective the economic strain on our health system is too great to ignore.

Critics say the ‘fat report card’ is too radical. Wrong. It’s not radical enough. This is the health of Australian children. We simply must act. Lets be bold and make changes that have a real and immediate positive impact. The most successful publicity campaigns are those with emotional impact. Look at TAC. Look at QUIT. In both instances drastic, graphic and startling measures were used to change behaviour. Lets put children and parents under a bit of emotional stress. At the risk of being contentious I’m going to say that with the exception of climate change, there is no bigger issue on the political, social or economic agenda. Unlike climate change we don’t need a duel nation legally binding agreement to solve the problem. “Fat report cards” are one radical idea. Here are some others I came up with:

  • Graphic images on fast food packaging. Cigarettes kill so we have plastered cartons with burnt out lungs and disintegrated brains. High cholesterol kills so lets plaster McDonald’s french fry boxes with images of a 30 year old undergoing a triple bypass. Or how about a 12 year old boy getting teased because be takes up 2 seats on the school bus.
  • Age restrictions on fast food outlets. You can’t purchase alcohol until your 18 lets do the same with the Whopper. No ID? sorry go to subway.
  • A petition to have cookies changed from a “sometimes” food to a “never” food (nutritional value zip).
  • The forced closure of Krispy Kreme…yes I know they are worth being fat for. A drug addict probably thinks that little white rock is worth beating up an old lady for.
  • Government subsidies on gym memberships and personal trainers.
  • Making the Certificate 3 in fitness a compulsory subject for all year 11 students. Your body is the most important tangible item you will ever own. You should know how it works and how to look after it.

PR vs. Advertising: Where do we draw the line in the social media space

May 17, 2008

I was standing in line to get a drink when I struck up a conversation with a student about social media. I really really wish I could remember more of the conversation/debate (the music was loud and the bar must have been about 50 people over capacity) because it has been on my mind all day.

In the Red corner: Final year advertising student Jake (or was it John? perhaps Jack – lets call him J), arguing that advertising owned the social media space.  

In the Blue corner: Yours truely - Miss argue-all-you-like-but-I’m-right PR honours student, asserting that PR owned the social media space.

A large element of PR is segmenting the ‘mass’ into groups with a common stake or interest then targeting these individual groups with a tailored message. To my understanding social media is about allowing people to segment themselves out of the mass into groups. Melbournians are no longer classed as ‘Herald Sun’ readers or ‘Age’ readers’ they can now choose to personalise their news getting updates and stories from across the world on subjects that interest them. Kath wants to know exactly what Britney did next. Ken, however, doesn’t give a flying…he is much more interested in the commentary for next weeks Collingwood/Geelong Clash. Kath gets an update from Hello! Ken gets an RSS feed from Fox sports. 

Facebook is a perfect example of this. My friend recently got engaged – she now has ads pop up on her page for ‘win a naughty hens night’ and ‘bridal boutiques’. I argued this was PR, it is targeting an appropriate message to a very niche audience. J disagrees, ‘Advertising – blatant bloody Advertising’ afterall they did pay to appear on Facebook.  

The more I think about this the more I wonder…

  • Are the two disciplines converging?
  • Will there be a new hybrid communications disciplines (Pradvertising)?
  • Is there a difference between PR and Advertising in social media?
  • Is the Internet simply a new canvas to paint ideas on?
  • Are bloggers the new Journalists awaiting our pitch?

I understand that in any communications plan social media is only one element of a wider strategy. However, I think it has become somewhat of a buzz word. Where in the not to distant past organisations were cautious about social media and its participatory nature – now they can’t get enough of it. Even if they don’t exactly know what it is or the implications of using it – everyone else is doing it and god forbid we fall behind the spam filled web 2.0 8ball. Its like the new media ‘I’ll have what she’s having’ diet – serve me up an ad on MySpace with some of that pop-up pie on the side…

Arrrgh I’m confused and have to stop procrastinating and write my essay but I will think about it more and finish this post…To be continued