Round 1- Young Glory "Obesity"

1. YOUNG GLORY 2014
SEPTEMBER BRIEF: "OBESITY"

2. WHAT’S THE ISSUE?
Obesity is on the rise. Our children are fast becoming some of the main
victims of this epidemic:
• The CDC notes that about 15% of children and adolescents are
currently overweight. 1
• This generation is the first in history to live shorter lives than their
parents. 2

3. PARENTS ARE SIGNIFICANT INFLUENCERS
Parents have long been identified as the role models and significant
influencers in a child’s eating and lifestyle behaviors.
Overweight parents’ lifestyles can have a significant impact on their
child’s lifestyle.
If one parent is obese, there is a 50% chance that a child will also be
obese. However, when both parents are obese, a child has an 80% chance
of being obese. 3

4. RECOGNITION: THE CATALYST FOR CHANGE
People will likely begin to “eat right and exercise” once they recognize
that their weight is an actual issue.

5. GOAL
Find a way to help parents recognize when their family is unhealthy and
encourage them to spark a change in behavior.
• Raise awareness about this issue
• Engage parents
• Convince kids that it’s good to be healthy
• Trigger a change in behavior

6. TARGET: THE MOST AT RISK
Single mothers in low-income families are a group identified to be the
most at risk of being overweight and having overweight children.
“A lot of times when I come home from school, Jack in the Box, McDonald's or Taco Bell is on the
table. When I see the food, especially the hamburgers, I'm tempted. It's so easy to eat instead of
going into the kitchen to get food that would be healthier. I've told my mom, "You know, we can
eat something healthier," but she says she doesn't have time or she's tired. I understand that
she's busy. She works during the day and takes nursing classes at night.” -Ernesto Pineda, 18 4

7. PAIN POINTS
Hectic schedules
Many low-income parents are pressured for time, meaning that planning ahead, budgeting, shopping,
preparing a healthy meal, and then sitting down to enjoy it with their children is challenging.
Single parents, who are the main income support for their families, often have less time to prepare a
meal versus the ease up picking up a drive-thru meal.
Distorted perceptions of what “healthy” is
Misunderstanding the BMI scale and what is a healthy weight.
Less access to nutritious foods
Fruits, veggies, whole grains, and other healthy products are more expensive than unhealthy items.
Lower economic status families are more likely to live in areas that are surrounded by fast food and
convenience stores and farther away from grocery stores.
-Lack of access to supermarkets seem to be associated with an increased risk of obesity. 5
Children are uninterested in traditional forms of exercise and healthy eating
This is an even bigger issue for children who are already overweight who may feel embarassed
performing activities that are already difficult for them to perform in public. 6

8. OUR SOLUTION
The Upstart Healthy Gaming App
We’ve created an app that teaches children and
their parents the basics of nutrition, exercise
and its effect on the body.
Parents and children can make an avatar based
off their BMI. This avatar’s health and physical
appearance will fluctuate based on the choices
the player makes in the game.
Both the parent’s and child’s avatar can work
together to learn how to lose weight and stay
healthy.
Ideally, this education from our virtual app can
be applied in their everyday lives.

9. THANK YOU!