The campaign focused primarily on children, with limited attention to parents. Teachers and other potential infl uencers were not directly targeted.

What do you think is the appropriate balance among these groups? Why?

In the mid-60s, less than 5 percent of children aged 6 to 11 or 12 to 19 were signifi cantly overweight. By the end of the century, the percentage for both groups was approaching 15 percent. A diet rich in high-fat, highcalorie foods coupled with limited physical activity is acknowledged as the cause.
Earlier in this decade, the Centers for Disease Control and Prevention (CDC) launched a $125 million campaign, including $50 million for media purchases and $43 million for various marketing and public relations activities; funding for subsequent years was to be substantial but less. The funding legislation from Congress directed the CDC to target childhood obesity but left it wide latitude as to how. It did require that the CDC “communicate messages that help foster good health over a lifetime, including diet, physical activity, and avoidance of illicit drugs, tobacco and alcohol.”
The CDC opted to narrow the approach to increased physical activity, particularly among 9- to 13-year-olds.
Mike Greenwell, communications director for the CDC, stated, “What we want is behavior change. That would be success for us.”