‘Which way is your child growing?’ asks Singapore anti-obesity ad

National non-profit Singapore Wellness Association has released a new print campaign targeting parents and children who are at risk of becoming obese. 

Created by McCann Health Singapore, the campaign consists of a series of posters with question ‘Which way is your child growing’ imprinted on horizontal rulers.

Featuring the colourful images of a tree, a giraffe and a dinosaur, the posters are designed to mimic a child’s growth chart. However, instead of being placed vertically to measure height, the rulers have been flipped onto their side in order to draw parents’ attention to their child’s waistline.

According to SWA director Sonia Ong, one tenth of Singaporean children is considered obese. Although this pales in contrast to the United States, where one in three children is overweight or obese, Ong said the number of Singaporeans becoming dangerously heavy is rising today.

She added: “Studies show that 70 per cent of obese children are likely to continue being obese in adulthood, putting them at greater risk of developing diabetes and heart disease.”

To combat this, the SWA has placed the growth charts in schools and paediatric clinics “to motivate parents to look into programs that the SWA offers and to encourage children to participate in more physical activities”.

The organisation said in a statement: “This simple change in orientation draws parents’, teachers’ and paediatricians’ attention to childhood obesity and calls on them to join the fight against childhood obesity by encouraging children to lead a more active lifestyle.”

“These horizontal growth charts help SWA deliver a serious health message to parents, in a simple and fun manner, reminding them to pay more attention to how their kids are growing and the consequences of a sedentary lifestyle,” said Alejandro Canciobello, creative director at McCann Health Singapore.

Last year, a study by insurer AIA revealed that parents’ excessive digital media habits were having an effect on their children’s health. The study showed that Singaporean children did not get enough exercise due to too much time spent online and playing video games, while 62 per cent of adults admitted that they are addicted to social networking and the internet.


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