Book created for a communication class at the IIT Institute of Design. Accompanying poster and presentation not attached. This work was featured in Steven Heller's Design School Confidential on page 93.

1. epidemic
Social Perspectives on
Childhood Obesity

2. epidemic:
Social Perspectives on Childhood Obesity
a public epidemic . . . 4
societal changes . . . 6
social stigma . . . 2
making a change . . . 4
• parents . . . 6
• schools . . . 8
• companies . . . 22
current initiatives . . . 24

3. a public epidemic
Awareness is not enough.
Childhood obesity is no longer a private affair. According to a recent
International Journal of Pediatric Obesity report, nearly half of children in North
America will be overweight by 2010 . The size of this problem alone has
sprung an initially touchy subject into the thoughts of many Americans.
Public awareness of the childhood obesity epidemic is on the rise due to
increased media coverage. Reports on nutritional values for children, parental
responsibility and the current statistics of childhood obesity, childhood obesity-
related surgery and the like are consistently seen on major news channels and
in newspapers. Despite the attention given to the state of the problem, media
and the public play a large part in all aspects of childhood obesity. In the
following pages, we will discuss public perception and the societal pressures
involved in childhood obesity.
5.5% obese
15%
Rise in childhood obesity from 1963 - 2000 .
5.% obese
10% 1y ears
6-1 rs
19 yea .0% obese
12 -
5% 2 - 5 years
1963
1970
1980
1990
2000

4. March 2006 - Following the release of an February 2007 - This highly publicized case February 2007 - President Bush recently
International Journal of Pediatric Obesity features 8 year old Connor McCreadie, called a forum to discuss the growing
report, news reporters ran a multitude of who currently weighs over 200 pounds childhood obesity epidemic with executives
stories on the growth of obesity in children - four times the average for a child of his from the food, beverage, and entertainment
over time . Reports also focused on the age 2 . The boy and his mother have been industries 4.
projected obesity rates for the year 200 . attacked by public officials and media
hounds regarding claims of child abuse
as the British National Obesity Forum
threatens to turn him over to private care.
5

5. societal changes
Consuming more
carbohydrates 5.
Calories per capita remained relatively
constant from 1970 until the mid-1980’s,
but then increased. Taking a look at the
macronutrient supply during this time,
the association can be made between a
sudden caloric intake increase and the
rise in carbohydrate consumption.
This change can be attributed to the
decline in food prepared and consumed
at home 5 . In 1970, Americans spent
one third of their food dollars on food
away from home; this amount grew to
39% in 1980, 45% in 1990 and 47% in
2001. The assumption can be made that
increasing income and more two-income
households give people the means and
the incentive to eat more convenient
meals on the go.
1970
1976 - Microwave ovens
6:00
become widespread. Obtain
60% U.S. market share.
1977 - Over twenty percent of
children walk or bike to school.

6. 500
grams per capita per day
400
protein
total fat
300
carbohydrates
200
100
2000
1985 - Nintendo 1990 - Suburban sprawl
entertainment system growing rapidly. Over 9 million
first sold in America. acres of rural land have been
developed since 90.
1992 - School bus usage
peaks after a large, steady
increase in its role beginning in
9 (subsequently declines).

7. societal changes
Unhealthy food gets
cheap, produce prices
increase.
Over the past 20 years, the prices of
sugars, sweets and soft drinks have soft drinks
noticeably decreased while the cost of
fresh fruits and vegetables
fresh produce has sharply risen. While
the consumer price index increased to sugars and sweets
180 by 2002, the price index for fresh fruit
consumer price index
and vegetables increased to 258 5 .
These price differences can be attributed
to a number of societal and environmental
causes. Primarily, lower gasoline and
overall transportation costs have helped
soda and sweets become cheap and
widespread.
1970
1976 - Microwave ovens
6:00
become widespread. Obtain
60% U.S. market share.
1977 - Over twenty percent of
children walk or bike to school.

8. 250.0
200.0
price index
150.0
100.0
2000
1985 - Nintendo 1990 - Suburban sprawl
entertainment system growing rapidly. Over 9 million
first sold in America. acres of rural land have been
developed since 90.
1992 - School bus usage
peaks after a large, steady
increase in its role beginning in
9
9 (subsequently declines).

9. societal changes
25 Smaller percentage of
students walking to school 5.
20 20.2
At left is a comparison of the percentage
percentage of school trips
of school trips among U.S. children aged
15
16.6 five to 15 years in three different years.
12.5 With decreases in the prices of gas
10 and suburban sprawl at a peak, more
and more children are relying on private
automobiles for their ride to school. As
5 a result, the number of children biking
and walking to school has dramatically
decreased.
1977 1990 2001
1970
1976 - Microwave ovens
6:00
become widespread. Obtain
60% U.S. market share.
1977 - Over twenty percent of
children walk or bike to school.

10. Shorter average trip length 5. walking
1.4
At right is a comparison of the average biking
1.31
trip length (in miles) among U.S. 1.2
children aged five to 15 years. As
pictured, the average length of biking 1.0
0.98 0.94
trips for children has substantially
decreased over the past 34 years 0.8
why the distance of walking trips has 0.69
remained relatively constant 5. 0.6
0.59
0.53
Because the amount of physical 0.4
activity achieved is highly dependent
miles
on the length of time in which you are 0.2
exercising, this decrease has a greater
impact than may be apparent. 1977 1990 2001
2000
1985 - Nintendo 1990 - Suburban sprawl
entertainment system growing rapidly. Over 9 million
first sold in America. acres of rural land have been
developed since 90.
1992 - School bus usage
peaks after a large, steady
increase in its role beginning in
9 (subsequently declines).

11. Augustus Gloop - Portrayed as a Dudley Dursley - As an antagonist in Shrek - Although portrayed as a
gluttonous, spoiled boy, Augustus Gloop the Harry Potter story, Dudley Dursley is protagonist, Shrek is stuck in a big, ugly
of Charlie and the Chocolate Factory is the overweight, spoiled cousin of Harry. body as part of a magical spell. In the end,
remembered for a scene where he gets Dudley eats excessively while Harry starves the skinny princess he is in love with turns
stuck in a tube due to the size of his and he blames Harry for all the trouble into an equally large and ugly monster.
belly. Willy Wonka punishes him for his Dudley creates. Only then can the two be together.
eating habits by leaving him helpless and
continued his chocolate factory tour.

12. social stigma
Teasing and discrimination.
Obese children are subject to more than just health risks, According to the American Obesity Association, adolescent
they are the subject of discrimination. The social stigma females are reportedly subject to direct and intentional
associated with obesity can be seen in cartoons and weight-related teasing, jokes and derogatory statements.
movies as well as in interactions with other children. Obese children in general are stereotyped as being
lazy, inactive, unclean or a bully. As a result of such
In media, obese characters are often portrayed as discrimination, childhood obesity puts children at risk of
gluttonous, spoiled and mean. Cartoons use obesity depression, low self-esteem and negative body image.
as a form of comic relief. Though now becoming more Furthermore, a UC Berkeley study claims that overweight
politically correct, images of giant pigs eating a huge adolescent girls are less like to be accepted to college,
dinner and exploding or bulky people getting stuck in small less likely to be married, and less likely to be economically
spaces are still lingering on TV shows and in comic books. well off in adulthood.

13. making a change
Calling on parents, schools and marketers.
Recent trends in childhood obesity present a severe is responsible for reversing the childhood obesity trend.
public health problem with which all Americans should Seventy seven percent of the adults surveyed agreed that
hold concern. As a society, we are forced to deal with childhood obesity is a major problem in the United States.
the repercussions of childhood obesity and therefore, as Twenty-one percent said childhood obesity is a minor
a society, we must address the problem. But what can problem and only two percent do not consider it a problem.
we do? And who can do it? Whose responsibility is it to
protect children from these health risks and to treat those In the following pages, we will discuss the preventative
children who have already become obese? measures each societal groups can take to promote more
healthy eating habits and active lifestyles in America’s
A February 2006 Harris Poll surveyed 2,387 U.S. adults children.
to better understand who the American public believes

14. Agree (or somewhat agree) Disagree
If children in the U.S. are becoming obese it’s
parents
because parents are not paying enough attention
to their eating habits, not because of the food
industry’s marketing and advertising.
83% 14%
Public schools should do more to limit children’s
schools
access to unhealthy foods like snack foods,
sugary soft drinks and fast food. 83% 14%
Advertising by the food industry that is directed
towards children is a major contributor to the
rising rate of childhood obesity.
68% 27%
marketing advertising
The government should take companies to court
if they mislead children and their parents about
the nutritional value of the foods they sell.
58% 38%
The government should play a more active role in
regulating the types of marketing and advertising
that the food industry directs towards children.
55% 41%
Harris Interactive Poll. February 15, 2006. www.harrisinteractive.com/news
5

15. making changes at home
Avoid snacks. Children who Sit down for family meals. Eat
snack while watching television together as a family for at least 0
or doing homework tend to have minutes a day 0.
increased caloric intakes.
Remove televisions from
children’s bedrooms and
bathrooms to aid in creating a
healthy-weight environment 0 .
Take small steps. Small, gradual Encourage kids to play outside.
changes work best. Switch from For example, riding a bicycle or
soda to milk or water or turn the playing basketball with friends -
TV off after dinner. instead of staying in the house.

16. Encourage an active lifestyle and
healthy eating habits.
parents
Preventing and treating obesity requires the entire family.
Not only must the family change its behavior as a whole,
but parents must create a healthy environment for their
children. The Institute of Medicine has suggested
the following steps to be taken by parents towards
confronting the epidemic.
1. Encourage an active lifestyle for your child.
2. Limit television watching.
3. Engage in and promote more healthful dietary intakes
(use caution - a high degree of parental control of diet
is linked to a child’s inability to regulate fod intake.
4. Serve as a healthy role model.
5. Learn to keep track of your child’s BMI index.
1 4 5

17. making changes at school
Provide a consistent environment that is conducive
to physical activity and healthful eating habits.
Schools are one of the primary locations for reaching 2. Increase opportunities for frequent, more intensive
the nation’s youth. Schools must begin to focus more and engaging physical activity during and after school.
on what foods and drinks they serve their students, 3. Implement school-based interventions to reduce
what meal programs are available and what competing children’s screen time.
foods exist on campus. The following are suggested
immediate steps to be taken towards confronting the 4. Develop, implement and evaluate innovated pillot
childhood obesity epidemic in schools. programs for both staffing and teaching about
wellness, healthful eating and physical activity.
1. Improve the nutritional quality of foods and beverages
served and sold in schools and as part of school-
related activities.
According to the National Academies, Schools should use walk-a-thons or other School health services can play a more
nutritional standards must be implemented benefits to replace money recieved from prominent role in addressing obesity by
for vending machines 8. sale of competitive goods 8. measuring each student’s weight, height,
and body mass index (BMI) regularly 8.

18. Serving a well-balanced meal.
The meal pictured below is typical of sweets
American school lunch menus. At present,
competitive foods sold at lunch time (i.e.
meats dairy
cupcakes, cookies, shakes, potato chips)
not only fail to meet nutritional standards
but also detract children from eating more
fruits vegetables
nutritious parts of their meal. By applying
current FDA nutritional standards to all food
items for sale, children will be more likely to
grains
consume a well-balanced meal.
cupcake, 1ct.
220 calories
1 servings fat/oils
applesauce, 4 oz.
65 calories
1 serving fruit
fish sticks, 5ct.
310 calories, 8g fat
1 serving meat
french fries, 14 ct.
290 calories, 9g fat
2 servings fat/oils
9

19. making changes at school
Provide a consistent environment that is conducive
to physical activity and healthful eating habits.
Schools are one of the primary locations for reaching 2. Increase opportunities for frequent, more intensive
the nation’s youth. Schools must begin to focus more and engaging physical activity during and after school.
on what foods and drinks they serve their students, 3. Implement school-based interventions to reduce
what meal programs are available and what competing children’s screen time.
foods exist on campus. The following are suggested
immediate steps to be taken towards confronting the 4. Develop, implement and evaluate innovated pillot
childhood obesity epidemic in schools. programs for both staffing and teaching about
wellness, healthful eating and physical activity.
1. Improve the nutritional quality of foods and beverages
served and sold in schools and as part of school-
related activities.
According to the National Academies, Schools should use walk-a-thons or other School health services can play a more
nutritional standards must be implemented benefits to replace money recieved from prominent role in addressing obesity by
for vending machines 8. sale of competitive goods 8. measuring each student’s weight, height,
and body mass index (BMI) regularly 8.

20. Serving a well-balanced meal.
The ideal American school lunch would sweets
touch on the majority of food groups -
essentially dairy, fruit, vegetable and grains.
It would also allow for a greater portion of meats dairy
calories generated by natural and nutritious
foods as opposed to fats from grease and
fruits vegetables
oil. In addition to serving healthier meals,
the Institute of Medicine recommends
banning vending machines from school to grains
prohibit competitive food sale altogether.
carrots, celery, 2 oz.
schools
20 calories
2 servings vegetable
applesauce, 4 oz.
65 calories
serving fruit
tomato soup, 8 oz.
90 calories
serving vegetable
grilled cheese, ct.
240 calories, 9g fat
serving dairy,
2 servings grains
2

21. making changes in media
Encourage an active lifestyle and
healthy eating habits.
There exists great potential in the advertising and
marketing industry to positively portray healthful eating
habits and an active lifestyle to children, and thereby help
to change social norms regarding childhood obesity.
The following are the Institute of Medicine’s suggested
immediate steps to be taken towards confronting the
epidemic in marketing and advertising.
1. Develop healthier food and beverage product and
packaging innovations.
2. Expand consumer nutritional information.
3. Provide clear and consistent media messages.

22. Advertising to children.
”Food is the number one product advertised to kids,
followed by media such as music, video games, and
movies,” said Vicky Rideout, vice president of the
Foundation’s Program for the Study of Entertainment
Media and Health regarding a 2005 media study .
The study found that more than a third of commercials
targeting children or adolescents are for candy and
snacks -- often high-fat, sugary foods that are likely to
fuel the on going childhood obesity epidemic.
Children 8 to 12 years old watch the most food
commercials, averaging 21 ads daily, according to
the findings. That adds up to 7,600, or nearly 51
hours, annually. Teens, 13 to 17 years of age, see
17 food ads daily, or more than 6,000 per year, while
youngsters 2 to 7 view 12 foods ads per day, or 4,400
yearly .
companies
The American Institute of Medicine has deliberated
that these sorts of advertisements should be
carefully controlled by marketers, and government
if necessary.
2

23. current initiatives
Moving towards a healthier future.
As the public becomes more aware of the problem
of childhood obesity, non-profit and government
organizations as well as influential corporations are
beginning to take strides towards a solution. As
previously discussed, the government has contracted
the Institute of Medicine to make recommendations
to the public while President Bush does the same to
companies that come into contact with children.
At right is a brief sample of what such companies are
doing to make a change in the weight of this country’s
youth. These programs may address foods and
advertising or inactivity and school policy.
Cartoon Network’s “Rescuing Recess”
campaign 6.
Begun in early 2006, the Cartoon Network’s
“Rescuing Recess” campaign is fighting to
have recess reinstated in schools where it
has been taken away. The first stage of the
campaign had over 100,000 children write
letters to policymakers reminding them that
they are big fans of recess. During “National
Recess Week” in September 2006, the
Network had parents sign up online for a
free “recess kit” that included all the supplies
necessary to hold a recess rally 6.

24. Ad Council and Dreamworks’ Coalition
for Healthy Children 9.
The Ad Council has begun a campaign that
focuses on the importance of eating healthy
and being physically active through two
complementary efforts. The “Be a Player”
PSAs feature characters from DreamWorks
Shrek encouraging children ages 6 to 9 years
old to get up and play for at least one hour
every day - and demonstrate the fun that they
can have doing it. The “Can Your Food Do
That?” PSAs let kids know that eating healthy
can help them do the things they really love
to do, and do them better 9.
Kraft’s “Sensible Solutions” program and
changes to advertising campaign .
In 2005, Kraft foods launched the “sensible
solutions” program to help consumers identify
the healthier foods that the brand offers. In
conjuction with this program, the company
decided to shift the mix of products it
advertises in television, radio and print media
viewed primarily by children ages 6-11, such
as many popular cartoon programs, toward
products that qualify for the flag, and phase
out advertising in these media for products
that don’t. Such products include Kool-Aid
beverages, Chips Ahoy! and Oreo cookies .
25

25. Works Cited
. Associated Press. “Study: Childhood Obesity expected to soar world
wide.” MSNBC Online. March , 2006. www.msnbc.nbc.com
2. Zeller, T. “Into the Mouths of Babes: Childhood Obesity.” The Lede.
March 6, 200. thelede.blogs.nytimes.com
. Institute of Medicinje of the national Academices. “Childhood Obesity in
the United States: Facts and Figures.” September 2004. www.iom.edu
4. Office of the Press Secretary. “President and Mrs. Bush Discuss
Childhood Obesity.” February , 200. www.whitehouse.gov
5. Strum, R. “Childhood obesity - what we can learn from existing data on
societal trends, part 2.” Prev Chronic Dis [serial online] 2005 April. www.
cdc.gov
6. Radcliffe, Jennifer. “Rescuing Recess.” September 2, 2006. blog.
chron.com
. www.boston.com/business/articles
8. Office of News and Public Information. “National Effort Urgently Needed
to Combat Childhood Obesity; Actions Required by Schools, Families,
Communities, Industry, and Government.” National Academies Press
Release. Sept 0, 2004. http://www8.nationalacademies.org/onpinews/
newsitem.aspx?RecordID=05
9. Ad Council. “Childhood Obesity Prevention.” http://www.adcouncil.
org/default.aspx?id=45
0. “Childhood Obesity: Make weight loss a family affair.” www.mayoclinic.
com/health/childhood-obesity/FL00058
. Kraft Newsroom. “Kraft foods announces marketing changes
to emphasize more nutritious products.” www.kraft.com/
newsroom/022005.html

26. Acknowledgements (photographs)
Children w/chinese and TV (p2) - gettyone.com
Don’t Supersize (p) - psa.americanheart.org
Happy meal promotion (p) - www.mcdonalds.com
Playstation promotion (p) - www.playstation.com
Boy w/hamburger (p) - medicineworld.org
Two boys on PS2 (p) - www.flickr.com, njum photostream
Obesity video (p5) - www.msnbc.com
McCreadie and mother (p5) - thelede.blogs.nytimes.com
Bush obesity conference (p5) - www.whitehouse.gov
Augustus Gloop (p2) - www.imdb.com
Dudley Dursley (p2) - www.przygody-harregopottera.blog.onet.pl
Shrek (p2) - www.imdb.com
Soccer kid (p) - http://farm.static.flickr.com/5/4462_dcc522d26.jpg
Mom at doctor (p) - http://www.hawaii.edu/dyson/Happy-mom-web.jpg
Mom, kid running (p) - www.flickr.com, TashaLoz photostream
Vending machine (p8) - www.flickr.com, motocchio photostream
Walk-a-thon kids (p8) - http://farm.static.flickr.com/46/459902_fbc0bca.jpg
BMI measurement (p8) - http://irweb.swmed.edu/chn/naa/images/weight.jpg
C Aguilera pepsi ad (p2) - orangeyogurt.i.ph
Rescuing Recess (p24) - www.cartoonrecessweek.com
Recommended Readings
For parents:
. Mayoclinic online reference. “Childhood obesity: Make weight loss a family affair.”
http://www.mayoclinic.com/health/childhood-obesity/FL00058, “Fitness for kids:
Getting your children off the couch.” http://www.mayoclinic.com/health/fitness/
FL0000
2. Nemours Foundations Kids Source website. “Overweight and Obesity Guide for
Parents.” http://www.kidshealth.org/parent/food/weight/overweight_obesity.html
. Institute of Medicine Childhood Obesity Fact Sheet for Parents. www.iom.edu/File.
aspx?ID=226
For educators:
. The Center for Health and Health Care in Schools website. “School Health Issues:
Obesity and Nutrition.” http://www.healthinschools.org/sh/obesity.asp
2. Institute of Medicine Childhood Obesity Fact Sheet for Educators. www.iom.edu/
File.aspx?ID=2265
2