Saturday 20th October - Marketing is KING !!

It's official (in Australia anyway but also a lot of other countries), that the statistics of people who are overweight / obese is nearly twice the percentage (or numbers) of the healthy population. This means that "the healthy members of society" are the minority. I'm not surprized but I am concerned that if the majority believe that this is the "new normal" why would they be influenced to change ?
Happy to take emails on that discussion point.

So I want to get back to the topic of today's Blog.

I read a lot of information that could possibly lead to a benefit for helping others attain a leaner physique which changes everyday in the media. This now should have less to do with them looking good but definitely is required if we are to change the current health issues from Obesity to Diabetes.

I research from many sources which include magazines articles, scour the internet for both credentialled and opinion pieces, research from universities, and also includes the "hype style marketing promotion of products that are likely to influence individuals", especially children and their time-poor nutritionally confused Mothers that I have speak to both here in Australia and the United States.

Their complaints are often over the use of "TV and Movie Characters" as part of marketing campaigns designed to get children to believe their "heroes" are recommending this product as good for them. The characters are emblazoned all over the packaging and as the TV shows are on to entertain children, their is a real problem trying to defeat this "pester power influence".

On the Childhood Obesity project I developed, we worked with licensing specialists to try to get "positive role model characters" out there and after attending the Toy Fairs in the U.S. and Australia, it is evident that the value of a "children's property or character" is worth millions of dollars to both the owner of that property and also to the food and drink companies. There exists conflict and perception when we now see the promotion of these same characters used on less quality foods and drinks to promote the consumption of more fruit and vegetables. What likelihood is there that a child will take the character's picture on a bag of apples over the promotion of sweets and candy. Please - is anyone really fooled ???

This "persuassion of child's tastes" is a true science. Major food and drink companies pay consultants many thousands and sometimes hundreds of thousands of dollars to research not only the right colour for products and packaging, but the right height in the shopping aisle and the portion size recommended.
In fact this has more strategic intent than a war plan.

Your dollars (sales) impact their share price so the positive advice from the Marketing team will nearly always win out over Nutritional advice from well meaning research bodies. How does this happen ? This is not regulated and so with limited legislation and powers from these bodies and Government departments it appears to be of interest "to do little to convince the big players of their legal let alone moral obligations". These same food and drink companies ease concerns by funding major research at Universities, support canditates at election times, promote and support charitable causes that don't conflict their goal (sales). One Marketing consultant mentioned that it is easier to look positive by doing something good then to defend an issue of their products being bad.

Bottom line you can't win. The companies know it which is why they don't change. Instead they create heart felt PR campaigns to lessen or soften the outcry against them. One major fast food company is doing that right now with their television adverts demonstrating how they are helping rural communities with their charitable efforts. While this seems positive it does little to lessen the negative impact that these calorie laden meals provide under the massive marketing promotion around them on the children (and their families).

It may appear that I am not happy. You are guess is correct.
Why - because obesity is a preventable condition for the majority of the "majority" I mentioned at the start of this article. It is now time that we got serious about fighting obesity, creating change and stopped passing the buck or finding excuses about why we are how we are.

My first suggestion. Stop doing so much research. This has millions of dollars attached. I am not saying eliminate research but start spending money on attempts to increase physical activity in schools time and NOT after schools when Mothers are already run ragged. There has been many millions of dollars (over a hundred here in Australia) spent by the Government on After School Programs and there have been limited (NONE) positive results published on the result.

I am not associated with the Bluearth Institute and their Discovery Program other than having seen it but I am a supporter. If you want to see an affordable, fully proven and workable, long term sustainable model for Primary (Elementary) Schools Physical Activity Program then look no further. Go to www.bluearth.org - this model has been around for a few years in Australia and has achieved more positive impact than any other program that I have seen.

The Kids like it.
The Teachers like it.
The Parent appreciate it.