Formative Research and Strategic Development of a Physical Activity Component to a Social Marketing Campaign for Obesity Prevention in Preschoolers

Abstract

The prevalence of overweight in childhood, including preschoolers, continues to rise. While efforts focusing on school-aged children are encouraging, obesity prevention programs to address nutrition and physical activity in the child care center are lacking. Food Friends is a successfully evaluated nutrition program aimed at enhancing preschoolers' food choices, the addition of a physical activity program would improve the programs overall efforts to establish healthful habits early in life. This study describes the formative research conducted with secondary influencers of preschoolers-teachers and parents-for the development of a physical activity program. Key informant interviews and focus group discussions were conducted with preschool teachers and parents, respectively, to examine current physical activity practices, as well as attitudes, opinions, and desired wants and needs for physical activity materials. Findings illustrate that teachers provided physical activity; however, most did not use a structured program. Teachers identified time, space and equipment as barriers to providing activity in their classroom. Focus group findings identified activities of preschoolers', parents' perceptions of the adequacy of activity levels, and items to help parents engage their children in more physical activity. Barriers were also identified by parents and included time, safety, inclement weather, and lack of knowledge and self-efficacy. Findings from this formative research were used to develop a marketing strategy to guide the development of a physical activity component, Food Friends Get Movin' with Mighty Moves , as part of a larger social marketing campaign aimed to decrease the risk for obesity in low-income preschoolers.

Obesity and Dental Caries among Preschool Children in Brazil

“…Health professionals should thus focus on the parents of children at risk of becoming overweight/obese and/or underweight by providing them with strategies concerned with bad eating behaviour, such as fussy eating and overeating (28,32).…”

Effectiveness of a Physical Activity Intervention for Head Start Preschoolers: A Randomized Intervention Study

“…The Food Friends: Get Movin' With Mighty Moves Ò program was developed to enhance motor skill performance and provide opportunities to increase physical activity offerings in the preschool setting (Bellows, 2007;Bellows, Anderson, Davies, & Kennedy, 2009;Bellows, Anderson, Gould, & Auld, 2008). It was designed by experts in nutrition, occupational therapy, and exercise science.…”

Effectiveness of a Child's Fable on the Cognition of Preschools When Used to Address Childhood Obesity

“…According to the Centers for Disease Control (CDC, 2013), obese children have a 70% chance of becoming obese adults, resulting in higher risks for diseases such as heart disease, diabetes, stroke, and several types of cancer. Proper nutrition and adequate physical activity are vital for the growth and development of preschool children and for the establishment of a healthy lifestyle that prevents pediatric obesity (Bellows, Anderson, Gould, & Auld, 2008). Pediatric obesity is affecting children of all races, ethnicities, and income levels (CDC, 2013).…”

“…Pediatric obesity is affecting children of all races, ethnicities, and income levels (CDC, 2013). The number of overweight and obese preschoolers continues to rise despite efforts to combat pediatric obesity (Bellows et al, 2008). Although numerous preventive efforts have targeted school-age children and adolescents, few strides have been made on the behalf of preschool children.…”