No to Obesity

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Obesity, according to the World Health Organization is a medical condition where excess body fat is accumulated to the extent that it may have an adverse effect on health. The medical encyclopedia states that obesity is an abnormal accumulation of body fat usually 20% or more over an individual’s ideal body weight. Obesity is associated with increased risk of illness, disability and death. The obesity rate in Malaysia is rising at an alarming rate. According to the Ministry of Health, in just 10 years from 1996 to the year 2006, the obesity rate among Malaysians above the age of 18 has more than tripled. (Kementerian Kesihatan Malaysia, 2010) In 1996, only 4.4% of Malaysians are obese. But in 2006, the obesity rate is 14%. According to The World Health Organization (WHO), something has to be done to prevent the rising numbers of obesity. By year 2015, it is believed that 700 million people worldwide would be obese. Obesity is a social issue that has to be tackled before it becomes worse. This is because obesity is the cause of many other serious health related issues. Obesity may lead to cancer, cardiovascular diseases, diabetes and many others. (My Malaysia Information, 2010) Obesity is usually caused by unhealthy lifestyles. Not eating healthily and exercising regularly lead to symptoms of being overweight and eventually to obesity. People need to understand that obesity is something that can be prevented. Besides health, people with obesity are unaware that their medical condition also affects the people around them. Their lifestyles and habits are bad examples to loved ones.

The increasing numbers of obesity in Malaysia over these years prove that Malaysians are still not fully equipped with obesity awareness. While there are many other health campaigns out there, people are unaware that obesity can be the root of many health complications. Therefore, people need to be informed and thus be aware of obesity and its effects on not only their health and lifestyle, but also the people around them as well. With a social campaign, Malaysians will be able to stay away from obesity by understanding the importance of practicing and leading a healthy lifestyle which will benefit them and their loved ones. Once Malaysians are armed with knowledge, they will be socially aware and able to prevent the rising number of obesity cases in Malaysia and instead help instill healthy living to everyone.

Adhikarya’s Framework
1) Technology & Problems Identification and Information Needs Assessment As the number of obesity cases increases every year, the overall health of Malaysians are threatened. Obesity may cause diseases than lead to eventual death and therefore requires attention as a social issue. Malaysians need to be informed of obesity and learn the importance of healthy living before it is too late. 2) Objectives Formulation

To create obesity awareness among target audience and attempt at creating behavioural change among public to lead healthier lifestyles. If these two objectives are met, then it will be a social issue that has been managed. 3) Strategy Development and Information Positioning

Informational flyers/articles, short concise posters and banners with eye-catching slogans on the dangers of obesity and the benefits of healthy living, and testimonials from obesity patients about their lives. 4) Audience Analysis and Segmentation

Adults aged 30-39, from both genders are usually more prone to obesity than people from other age groups. 5) Media Selection
The newspaper and flyers or pamphlets print media are chosen channels as the target audience are people who utilise these media more often than other forms of media.

6) Message Design, Development, Pretesting and Materials Production Usage of various forms of print media, such as flyers, posters/banners, possibly newspaper articles. Questionnaire hand outs to 80 respondents to gather audience understanding of obesity and healthy living. 7)...
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