Introduction
It is hard to disagree that one of the most severe modern issues in both children and adults is obesity. An accelerated pace of life, negative eating habits, low physical activity, as well as insufficient sleep and drinking regimen contribute to the worsening of the problem. Moreover, many genetic issues and health problems also increase the incidence of obesity. According to the Centers for Disease Control and Prevention (2022b), in the U.S., for kids “aged 2-19 years in 2017-2020, the prevalence of obesity was 19.7% and affected about 14.7 million children and adolescents” (para. 2). The numbers are also depressing for their parents and older relatives: the prevalence is “44.3% among adults aged 40 to 59 years” (Centers for Disease Control and Prevention, 2022a). One may suggest that, considering the popularity of various social networks, a social media campaign regarding obesity prevention in middle-aged adults and school-age children would be very effective.
Population Focused Social Marketing Interventions
While it is likely that a vast number of social media interventions would appear to be useful, the focus should be on the age of the two populations. The first intervention would be an informative and engaging series of videos and typed lectures aimed at raising awareness and improving the eating habits of both children and adults. In these materials, there will be more serious and factual information for adolescents and their parents and more interesting but simple facts for children, with many pictures and jokes to better comprehend the new knowledge. Further, the second intervention needs to be more exciting, so a video game will be offered to the population. Just as with lecture materials, there will be two games with similar plots and objectives but distinct difficulty levels: for elementary school children and older teenagers and adults.
Both interventions will improve the health message: obesity equals a threat to their health. Interestingly structured materials that will contain only information applicable to life will allow adults and children to replenish their knowledge about obesity. As for the video game, it will only consolidate the new information by offering to apply it to a virtual teenager or adult. By making a series of simple decisions, including diet, sleep, and physical activity, the participants will have to think hard to prevent their virtual selves from becoming overweight.
Selected Social Media Platforms
When selecting appropriate social networks, it is essential to make sure that they are popular among the chosen populations. First of all, according to official statistics, approximately 25% of people aged 13 to 20 and about 30% of persons aged 35 to 54 use Instagram (Statista, 2022a). Consequently, this may become one of the selected social media platforms and be used for spreading information about the project and communicating with the audience. The second selected network is Facebook; as noticed by researchers, it has about 20% percent of young and 32% of middle-aged users, which is rather beneficial (Statista, 2022b). The platforms’ advantages are listed further:
- A vast number of users;
- Possibility to share long posts, multiple pictures, and short or longer videos;
- Reposting information is available;
- Users can support the project by sharing, liking, and commenting on it.
- Both platforms support such interventions.
Since the participation will be voluntary, not time-consuming, and free, while the information offered will be insightful and engaging, the targeted audience will receive numerous advantages. The latter will include increased awareness, enhanced health and habits, increased self-esteem (especially in children), and new acquaintances with like-minded people.
Implementing Social Media Tools for Health Marketing
In order to make the intervention most efficient, it is necessary to consider some special characteristics of social networks. As mentioned by researchers, “the use of social media tools is a powerful channel to reach target audiences with strategic, effective, and user-centric health interventions,” but it is required to follow some rules (Centers for Disease Control and Prevention, 2021). The first step is to learn the target audience and their needs, which is already completed. Second, one needs to “follow plain language best practices” and “use social marketing concepts” like having words in bold to focus attention (Centers for Disease Control and Prevention, 2021). Further, privacy and security measures also need to be considered, and no private information about the participants can be used for other purposes. Finally, it is recommended to ask the users for feedback during and after the project’s implementation.
Stakeholder Roles and Responsibilities
The campaign includes a number of main stakeholders interested in and responsible for its successful implementation. First, the project’s leader needs to consider the plan’s steps and guide the work of others. Second, dietitians, psychologists, and other health and nutrition practitioners will prepare useful information about obesity and ways to avoid it. A graphic designer and IT specialists will work on creating the video game and engaging lecture materials. Finally, children and adults are another group of stakeholders, and their role will be to get interested in the campaign, take part in its interventions, share information with their friends and relatives, and then provide substantial feedback.
Public and Private Partnerships
This campaign needs to receive support from other initiatives and organizations that also aim to improve public health. For instance, it is possible to seek help from Obesity Action Coalition – a non-profit company with experience in fighting against this condition. Connection with the OAC will be beneficial, if not from a financial perspective, then for advice and promotion. Further, Childhood Obesity Research Demonstration “works with healthcare and community partners to improve obesity screening and counseling services among children from families with lower incomes” (Centers for Disease Control and Prevention, 2022c, para. 7). Thus, this government organization may join this campaign and provide further help for those participants who cannot afford consultation.
Timeline and Effectiveness
All the steps of the plan may be divided into the following phases: the creation of the ideas, preparation, implementation, and gathering feedback. The first stage will take about several weeks: the team will gather concepts, discuss the objectives, and share their opinions regarding the effectiveness of the project. The preparation stage will take approximately two months since the team will need to gather and structure the relevant information, make it look attractive and engaging, find sponsors and partners, and develop video games and social media accounts. The third stage will be divided into two phases: during the first one, which will last about a month, participants will be offered to get acquainted with the video and typed lectures, and the next month, they will play the games. The final stage will take up to several weeks so that the participants can estimate the effectiveness of the project and provide their feedback. Overall, the campaign is expected to raise awareness of obesity and its causes, educate children and adults about the ways to avoid it, and help them become healthier.
Conclusion
To draw a conclusion, one may say that the effectiveness and insightfulness of the campaign are undoubted. If the involved specialists manage to provide quality services when preparing and implementing the project’s parts, participants will be satisfied with the result they will get. Indeed, social media platforms are extremely useful for health promotion interventions due to their extended number of users and available options. Consequently, this campaign will contribute to the improvement of community health.
References
Centers for Disease Control and Prevention. (2021). CDC social media tools, guidelines & best practices. CDC.
Centers for Disease Control and Prevention. (2022a). Adult obesity facts. CDC.
Centers for Disease Control and Prevention. (2022b). Childhood obesity facts. CDC.
Centers for Disease Control and Prevention. (2022c). State and local programs. CDC.
Statista. (2022a). Distribution of Instagram users in the United States as of March 2022, by age group.
Statista. (2022b). Share of Facebook users in the United States as of March 2022, by age group.