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Situation Analysis - MMI 3313

Chapter 1: Project Overview


1.1 Introduction
Overweight and obesity are known as abnormal or excessive fat accumulation that will lead to a risk of health problem, including diabetes, cardiovascular diseases and cancer. Body mass index (BMI) is a way of obesity measurement using a person's weight (in kilograms) divided by the square of the person's height (in meters). A person with a BMI of 25 and above is considered overweight, But if a person with BMI of 30 and above, he or she is considered obese. By the way, this is a general guidance to measure a person's overweight or not. If a person with BMI of 30 and above, he / she is a gym trainer, who is full of muscle, he / she is not consider as an obesity person, while he / she is healthy and in safety range. Malaysia has the highest adult obesity rate in Southeast Asia and ranks sixth in Asia region, ranked by World Health Organization (WHO). Obesity is known as abnormal or excessive fat accumulation in adipose tissue to the extent may impair to health. Overweight and obesity links to the development of cardiovascular diseases, type 2 diabetes and major contributors to premature deaths. It is actually linked to higher rates of chronic conditions than are smoking, drinking or poverty. The obesity trend is cause by lifestyle and dietary changes due to westernization. The lifestyle factors contributing to obesity, such as increased the sitting time from the car, televisions and computers; and increased consumption of sugar and sweet food and beverage. Metabolism plays an important role in how quickly you burn your fats for weight loss. Meals skipping such as breakfast will lower down your metabolism, and delayed insulin response. Overweight and obese people should alert and slim down to safe BMI region before it's too late.

1.2 Problem Statement


Citing statistics from the National Health and Morbidity Surveys, 15.1% of Malaysians aged 18 and above were suffering from obesity as of 2011. This is an increase from the 14% figure of the same demographic in 2006. It was also reported that over 2.6 million adults were obese while over 477,000 children below the age of 18 years were overweight. From the research, we found that 2 out of 5 of Malaysian Adults are overweight or obese. Obesity has reached epidemic proportions globally, with at least 2.8 million people dying each year as a result of being overweight or obese. Overweight and obesity are the fifth leading risk for global deaths. At least 2.8 million adults die each year as a result of being overweight or obese. In addition, 44% of the diabetes burden, 23% of the ischemic heart disease burden and between 7% and 41% of certain cancer burdens are attributable to overweight and obesity. More than 1.4 billion adults, 20 and older, were overweight. Malaysian do not know the hidden cost of been obesity that not only will lead to diabetes and other diseases, but it also will have other side effect, such as easily get tired, not confident look, leg easily hurt as can't stand the overweight of body and etcetera. Most of them are not aware of the need of eating healthy and exercise regularly for own health. In the effort to raise awareness about obesity-related among Malaysian, a number of campaigns have been carried out by Ministry of Health (MOH) and other big corporations. They are mostly conducted with unattractive and ordinary brand identity. Moreover, the campaigns are held on a small scale, that could not reach huge target audience. There are still can't

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effectively raise up the awareness of obesity. The most consistent obesity-related campaign in Malaysia is the "Utamakan Kesihatan" organised by Cawangan Pemakanan in the MOH building itself at Complex E, Putrajaya Presint 1. Lots of people do not know MOH is actually open to public and able to check and consult for information regarding health. They are a lot of information inside there but less people are actually visit it. Besides that, there is a campaign named "Satu sudu dah cukup! Kurang lebih baik" by MOH were done poorly and did not receive adequate attention. Furthermore, there are no website that actually focus on obesity-related campaign that can provide a medium for people to engage. The focus in the poor eating habit and lifestyle as the main factor of obesity. Malaysian foods are high in calories. Most of them eat improper breakfast such as Char Kuey Tiow, Nasi Lemak, Teh Tarik, Mee Goreng and so on; and some of them even skip breakfast. There are not enough awareness surrounding obesity. Therefore, our campaign is to raise the awareness of obesity issue in Malaysia. Hope everyone will start to concern their health and change their lifestyle to a better one.

1.3 Objectives and Aims


1.3.1 Aim
To well educate people about the basic knowledge of Obesity People will more aware and concern about obesity issue and start to prevent it by change their lifestyle to healthy one To encourage obese peoples to take healthy initiatives if they care about their health in future

1.3.2 Objectives
Create an effective TV Commercial or viral video to promote healthy lifestyle and eating habits which can help to prevent obesity Create an interactive and interesting website which full of information to help people more understand about obesity Plan an effective campaign and exhibition or road show that promotes my obesity awareness Create a healthy weight loss competition for obese people

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Chapter 2: Project Profile


2.1 Campaign name:
Campaign name: Light Up Your Life

2.2 Campaign classification


Campaign classification: (PSA/Campaign) it's a health campaign to increase awareness about obesity issue in Malaysia.

2.3 Statistic on Pre-Obese (Overweight) and Obesity in Malaysia


Graph 2.3.1 Prevalence of Pre-obese and Obesity (1996 vs 2006)

As shown in Graph 2.3.1, obviously obesity problem had getting worse from time to time.

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Table 2.3.2 Prevalence of pre-obese (overweight) among adults (aged 18 years old) by socio-demographic characteristic
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*Pre-Obese: CPG2004 (BMI 23.0 to 27.49 kg/m) Rank 1. 2. 3. 4. 5. State W.P. Kuala Lumpur Penang W.P. Putrajaya Kelantan Sabah & W.P. Labuan Prevalence (%) 36.9 36.3 36.3 35.2 34.5

Rank 1. 2. Rank 1. 2.

Location Urban Rural Sex / Gender Male Female

Prevalence (%) 33.7 32.4 Prevalence (%) 35.8 30.7

Rank 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13.

Age Group 40-44 65-69 50-54 60-64 70-74 55-59 45-49 75+ 35-39 30-34 25-29 20-24 18-19

Prevalence (%) 41.0 41.0 40.3 40.2 40.1 39.4 38.6 36.9 35.7 35.4 26.1 24.5 15.7

Rank 1. 2. 3. 4. 5.

Ethnicity Chinese Other Bumiputras Malay Indians Others

Prevalence (%) 35.8 33.5 33.4 29.8 28.0

Rank 1. 2. 3.

Marital Status Married Widow / Widower / Divorce Single

Prevalence (%) 35.8 33.1 23.6

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Rank 1. 2. 3. 4. 5.

Education Level No formal education Primary education Secondary Education Tertiary Education Unclassified Education

Prevalence (%) 34.8 34.5 32.9 32.9 30.6

Rank 1. 2. 3. 4. 5.

Occupation Retiree Government/semi government employee Self Employed Unpaid worker / Home maker Private employee

Prevalence (%) 37.9 36.8 36.1 34.2 32.0

Rank 1. 2. 3. 4. 5.

Income Group Less than RM400 RM3000 - RM3999 RM5000 & above RM2000-RM2999 RM4000-RM4999

Prevalence (%) 35.7 35.1 34.8 34.2 32.0

Table 2.3.3 Prevalence of obesity among adults (aged 18 years old) by socio-demographic characteristic *Obesity: CPG2004 (BMI >= 27 kg/m) Rank 1. 2. 3. 4. 5. State Perlis Perak Kelantan Melaka Johor Prevalence (%) 34.6 30.1 29.4 29.3 28.6
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Rank 1. 2.

Location Urban Rural

Prevalence (%) 27.3 26.9

Rank 1. 2.

Sex / Gender Female Male

Prevalence (%) 29.6 25.0

Rank 1. 2. 3.

Age Group 45-49 55-59 50-54

Prevalence (%) 35.1 34.4 32.6

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4. 5. 6. 7. 8. 9. 10. 11. 12. 13.

40-44 35-39 60-64 30-34 65-69 25-29 20-24 70-74 75+ 18-19

31.6 31.1 30.7 28.1 27.7 24.2 18.5 17.8 16.8 16.1

Rank 1. 2. 3. 4. 5.

Ethnicity Indians Malay Other Bumiputras Chinese Others

Prevalence (%) 35.8 32.0 25.3 19.7 13.8

Rank 1. 2. 3.

Marital Status Widow / Widower / Divorce Married Single

Prevalence (%) 32.0 30.2 19.5

Rank 1. 2. 3. 4. 5.

Education Level Secondary education Primary education Tertiary Education No formal Education Unclassified Education

Prevalence (%) 28.6 28.1 24.9 23.7 21.1

Rank 1. 2. 3. 4. 5.

Occupation Unpaid worker / Home maker Government/semi government employee Self Employed Retiree Private employee

Prevalence (%) 34.9 34.9 28.5 26.8 23.3

Rank 1. 2. 3. 4. 5.

Income Group RM4000-RM4999 RM3000 - RM3999 RM2000-RM2999 RM5000 & above RM1000-RM1999

Prevalence (%) 29.7 28.4 27.4 27.2 26.5

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2.4 PSA Campaign Life Cycle


Period

Decline Period

Intro

Growth

Peak

Decline

The Light Up campaign will be in the introductory to growth section of the graph. According to previous researches, it is obvious that past of health campaigns have been stressing on the methods of living a healthy lifestyle such as "Kurangkan Pengambilan Gula" by MOH is about eat less sugar and healthy eating by Nutrition Division of MOH. Although they have good information and different approaches, but they are too general and not focusing on specific target audience. The strategy of my campaign is to raise the awareness of obesity and the risk of been obesity by promoting self initiatives that we can take to overcome or prevent obesity later in life. My target audience are female who are in the early of 30s to mid of 40s. These are the individuals who are married and least worried of their health. Perhaps they are more worried and cared about their families rather themselves. They do not know women easily gain weight as their aged and harder to keep the body shape back to last time as the metabolic rate also declines with age. The message of my campaign will be done in the same speaks and understanding of this age group. The design and context will also be create according to the interest and lifestyle of this target audience group. Last but not least, my campaign will be carried out on a bigger scale, lasting for 1 month.

2.5 The Campaign


The main goal of this campaign is to educate people about the danger of being obesity. They are many people in Malaysia who do not know the hidden cost of been obese. Therefore, this campaign take its place to educate people about the basic knowledge of obesity, how the unbalance diet and lifestyle lead to obesity and how to overcome it before it's too late.

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2.6 Campaign Image and Implication


The campaign is to raise the obesity issue among Malaysia, and create an initiative for them to make changes to their lifestyle and eating habits. Besides that, it also provide information to help people prevent before it's too late. So, basically the campaign will focus on how to take steps of prevention and helps your surroundings, not only yourself. Lighten your weight, will lighten your life, make your life easier and happier.

2.7 Strength and Weakness


2.7.1 Strength
New interactive section such as big scale augmented reality to help audience interactive and exercise to burn some calories while enjoying the game. Fresh and creative design and totally different look than the old school one Has a stronger and better identity compared to the generic identities existing campaigns have The campaign includes the strategy of using social media and mobile apps, such as Facebook, Twitter and Youtube, which is lacking in existing campaigns The campaign has a respectable sponsor/collaborator, Nestle, which manufactures products specifically for health and low fat and has carried health campaigns through their CSV initiative. Many committed Professional consultant will provide professional advice Supported by Goverment

2.7.2 Weakness
People do not feel deeply about the issue It require believe, determination and engagement only can see the effect of healthier Rising promotions of fast food restaurants that promote people to consume more unhealthy food, such as limited Hello Kitty toy and Minion toy (Despicable Me 2) Relatively new and inexperience strategy. the effectiveness of it is not guaranteed

2.8 Advantages and Disadvantages


2.8.1 Advantages
The campaign will have online and interactive media, such as QR code, augmented reality, website and facebook page that make audience easy to get engaged and get information The content will be designed to attract the intended age group's interest and liking which sets my campaign apart from the existing generatically themed campaigns New interactive section such as big scale augmented reality to help audience interactive and exercise to burn some calories while enjoying the game. Fresh and creative design and totally different look than the old school one

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2.8.2 Disadvantage
Obesity is not seen with importance as much as other health issues by the public A number of people from the target audience do not admit or see themselves as obese people. Therefore they are not willing or no interested to participate in the campaign Have to compete with other lifestyle preferences of the target audience that are more fun and appeasing. For example, the target audience might prefer fast food and high calories food with an ongoing sales promotion rather than go to a health campaign.

2.9 Unique Selling Proposition (USP)


The campaign has big scale augmented reality interaction for audience to interact and burn calories while having fun. At the same time, professional teams committed to raise the awareness of obesity and help each other to life a healthier life. There will be guidance and explanation help people to easily learn about obesity precaution. So, They can start with the most basic step which is easier to start.

2.10 Positioning Statement


The campaign is a obesity prevention & awareness campaign that speaks the language and is specifically targeted to male and female aged 21-30 years old who are at potential risk to obese in life due to unhealthy diet and lifestyle choices to get a better life.

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Chapter 3: The NGO & Sponsoring Company


3.1 NGO : Health Education Division (subdivision of Ministry of Health)

3.1.1 Division Overview


The Health Education Division is one of the parts that belongs in the Department of Public Health, Ministry of Health Malaysia. The division began at the Headquarters of the Ministry of Health, as a Health Education Unit in 1968. The function of this unit is to produce health education material such as health films and printed material for use by health education health members in carrying out health education activities across the country. The Health Education Unit was upgraded to Division of Health Education under the New Pension System in 1993. Now the scope of services provided by the Health Education Division was expanded from the national level to the state level, state hospitals, some district hospitals and some health districts. The main function of the Health Education Division now has shifted from production to management education programs and health promotion and training programs, research and media. The Health Education Division is responsible for providing leadership, coordination and monitoring of health education activities carried out at the state and hospital. The division was moved to Putrajaya and operate at Level 1-3, Block E10, Federal Government Administrative Centre, Putrajaya, starting from December 16, 2004.

3.1.2 Vision & Mission of Ministry of Health Malaysia


VISION Mobilize the nation towards better health. MISSION The Ministry of Health is to lead and work together: 1. to facilitate and enable people: achieve their full potential in health appreciate health as a valuable asset take responsibility and positive action for their health

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2.

to ensure high quality health system that is: customer-centric fair not burden efficient justified by technology can be adapted according to the environment innovative

3.

to emphasize: caring, professionalism and teamwork respect for human dignity community involvement

3.1.3 Vision & Mission of Division Health Education


VISION Become a center of excellence in the field of health promotion to enable Malaysians to adopt a healthy lifestyle and enjoy good health. MISSION The mission of Health Education is to promote the health of Malaysians through; Dissemination of accurate, fair and appropriate by way of innovative, equitable and timely Encouragement of individuals and communities so that they can respond to the factors that influence their health Collaboration between government agencies and non-government agencies and the private sector

3.1.4 Objectives
Health Education Division's main function is to plan, implement, coordinate and evaluate health promotion and education programs across the country. Services Rendered Planning, development, implementation and evaluation of health education and promotion programs Management of campaigns such as Healthy Lifestyle Campaign, celebration days of health and special programs Publishing, lending and distribution of health education materials

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Management of health education programs through the mass media The creation of training programs in the field of education / health promotion Research in the field of health promotion Consultancy in the field of health promotion

3.1.5 Key People Citizen Health Education Division


Hi. Abdul Jabar ibn Ahmad
Director (Premier C)

Hj. Abdul Manan bin Mat Dahan


Senior Assistant Director (S52) Research, Training and Technical Support, Development and Patient Education

Azman bin Mohammed


Senior Assistant Director (S52) Operations and ICT

Mohd Farouk bin Abdullah


Senior Assistant Director (S52) Healthy Lifestyle Campaign

Norddin son David


Senior Assistant Director (S52) Lent to Rehabilitation Hospital, Cheras

Munshi bin Abdullah


Assistant Director (S48) Public Health

Zakiah bt Mohd Zin


Assistant Director (S48) Research, Training and Technical Support, Development and Patient Education

Hapsah binti Mohd Dusa


Assistant Director (S48) Public Health

Azila binti Azmi


Assistant Director (S48) Public Health

Azman bin Abdul Rashid


Assistant Director (S48) Research, Training and Technical Support, Development and Patient Education

Mariana binti Mohd. Yusoff


Assistant Director (S48) Public Health

Hapsah binti Mohd Dusa


Senior Assistant Director (S44) Research, Training and Technical Support, Development and Patient Education

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3.1.6 Location
Bahagian Pendidikan Kesihatan, Kementerian Kesihatan Malaysia, Aras 1-3, Blok E10, Kompleks E, Kompleks Pentadbiran Kerajaan Persekutuan, 62590 Putrajaya, Malaysia. Tel Faks Emel : +603 88834500 : +603-88886200 : infosihat@moh.gov.my

3.1.7 Current Social Responsible Programmers


3.1.7.1 Nutrition Division of MOH

Nutrition activities in the Ministry of Health Malaysia began in late 50s where they were integrated into the Services Maternal and Child Health Care. In 1974, the Nutrition Science Officer (PZM) was first established under the Health Unit Mother and Child headquarters level, the Ministry of Health Malaysia. Starting in 1977, the office PZM growing and first established at the state level. Against the backdrop of a degree in nutrition, professions PZM be leading nutrition programs in Malaysia. They had launch health campaign during festival days. Their campaign objectives are: Disseminate information on healthy eating for Malaysians. Remind people to eat a healthy diet while celebrating the festival. i. Healthy Eating On Chinese New Year In the year 2012, healthy eating press conference at the Chinese New Year was held at the MOH Nutrition Information Center, Level 2, Block E10, Parcel E, Putrajaya. In conjunction with this press conference, a small book entitled "Healthy Eating In The Chinese New Year was introduced in three languages, namely Bahasa Malaysia, English and Chinese.

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The booklet lists several tips for practiced by Malaysians as 8 Tips on Healthy Meal Preparation during Chinese New Year and 8 Healthy Eating Tips During the Chinese New Year. In addition, practice tips 88888 per day. In Year 2013, the press conference was held at the Restaurant Association of Selangor and Federal Territory Ku Su Shin Choong Hung, Kuala Lumpur. At a press conference, the booklet 'healthy eating, healthy living recipe was introduced with the addition of key messages' 3665 Practice Every Day'.

ii. Eat Healthy Hari Raya Aidilfitri 2012 Healthy Eating press conference in conjunction with Hari Raya Aidilfitri 2012 was held on August 9, 2012 by the Minister of Health of Malaysia, Dato 'Sri Liow Tiong Lai, located in the lobby of Level 1, Block E3, MOH. Booklet Healthy Eating In Day also introduced. In this book, there is a list of the calorie content of food is often served during the feast and activities for burning calories. In addition, the main message being introduced is the 'Adopt 55555 to stay healthy at the feast'

iii. Healthy Eating in conjunction with Deepavali 2012 Healthy Eating press conference during Diwali festival in 2012 was held on 7 November 2012 by the Minister of Health of Malaysia, Dato 'Sri Liow Tiong Lai Health Complex located at Bandar Botanic, Klang, Selangor. This press conference was held in conjunction with the opening of the Health Complex, Bandar Botanic, Klang and handing ambulance. In this event, a booklet entitled "Guide Healthy Eating During Deepavali was introduced in three languages, namely Bahasa Malaysia, English and Tamil. The booklet lists examples of foods and caloric content of commonly served during Diwali festival with the burning of calories. Also included are some tips for practiced by Malaysians during Deepavali as 7 Tips on Healthy Meal Preparation during Deepavali and 7 Tips on Eating Healthy During Diwali festival. website: http://nutrition.moh.gov.my fb page: https://www.facebook.com/bahagianpemakanankkm

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3.1.7.2 Kempen Cara Hidup Sihat (2003-2007): Sihat Sepanjang Hayat

Kempen cara hidup sihat 2003-2007 has the theme "sihat sepanjang hayat" which will be general campaign for coming years. In 2003-2004, this campaign were more relevant in a school setting while in 2005-2007, this campaign were relevant in a working/office enviroment. Sihat Sepanjang Hayat gives focus to healthy habits that Malaysians can easily practice in their lives. It focus on 5 basic elements in relation to a healthy lifestyle: I. A healthy diet II. Exercise and physical activities III. No smoking IV. Stress Management V. Health without alchohol-consumption (2005-2007)

3.1.7.3 "1 Cukup" Campaign

This campaign hope Malaysian to reduce the usage of sugar in drink or food. The campaign is supported by Ministry of Health. This campaign launch on 21 of March 2010. "1 Cukup" means 1 spoon is enough to encourage people to use only one spoon of sugar in their coffee, tea or any drink like teh tarik, sirap ais and etceteras.

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3.2 Sponsoring Company : Nestle

3.2.1 Company Overview


Nestl is the world's leading nutrition, health and wellness company. Their mission of "Good Food, Good Life" is to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories and eating occasions, from morning to night. Nestl's originated in 1866, when two separate Swiss enterprises were founded. Two brothers from Lee Country, Illinois, USA established the Anglo-Swiss Condensed Milk Company in Cham, Switzerland. The brothers were Charles, a US consul in Switzerland and George Page. They opened their first British operation at Chippenham, Wiltshire, in 1873. Henri Nestle a chemist in Vevey, created a milk and cereal based food for babies. The companies competed vigorously until 1905, when they merged and became the starting point of the present food group.

3.2.2 Business Description


Nestle is a Swiss multi-nutritional and health-related consumer goods company headquartered in Vevey, Switzerland. It is the largest food company in the world measured by revenues. Nestle's objectives are to be recognised as the world leader in Nutrition, Health and Wellness, trusted by all its stake holders, and to be the reference for financial performance in its industry. Nestle is a brand with history that goes way back starting as a company that manufactures only condensed milk to owning well known brands that we are familiar with. Trusted household brands such as Maggi, Nescafe, Nespray, Milo and Kit Kat all belong to Nestle family and have been enjoyed for generations. The company was publicly listed on Bursa Malaysia Berhad on 13 December 1989. Today, the company employs more than 5000 people and manufactures as well as markets more than 300 Halal products in Malaysia. Nestle believes that leadership and trust is all about behaviour. They recognise that trust is earned only over a long period of time and consistently delivering on their promises. These objectives and behavious are encapsulated in the simple phrase, "Good Food, Good Life", Nestle's tagline which sums up their corporate ambition.

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3.2.3 Company History


In 1912, Nestle start in Bishop street. The company sold only condensed milk. As the company reputation was grew, more products were subsequently introduced. The company was growing with Malaysia's development following the nation's independence in 1957. Since then, Nestle was on its way to be the leading brands in Malaysia's fast-growing food and beverage industry. 1912 1939 1962 1971 1989 1991 2000 2011 Nestle Malaysia's first office opened on Bishop street, Penang, under the name Anglo-Swiss Condensed Milk Company. First product: MilkMaid Condensed Milk. Nestle house was established in Brickfileds, Kuala Lumpur, centralising all its operations under one roof. The first Nestle Factory, Nestle Foods (M) Sdn Bhd, Petaling Jaya, was established to manufacture sweetened condensed milk, Milo, Maggi tomato and chili sauce. Nestle foods (M) Sdn Bhd, Batu Tiga, were opened to produce Maggi instant noodles. Nestle Malaysia become a public-listed company on the KLSE. Nestle Malaysia reach the RM1 billion mark. Nestle was honoured with the "Friend of Sport" award by his majesty the King, in conjuction with Milo's 50th anniversary celebration. Nestle Malaysia celebrates 100 years of its being part of every Malaysian's life. With "100 tahun Nestle di sisimu", Nestle continues the commitment to be by every Malaysian's side for the next 100 years and beyond.

3.2.4 Key People


3.2.4.1 Board of Directors Tan Sri Dato' Seri Syed Zainol Anwar Ibni Syed Putra Jamalullail
Independent, Non-Executive Director Chairman of the Board of Directors Chairman of the Audit Committee Chairman of the Nomination Committee

Tan Sri Datuk (Dr.) Rafiah Salim


Independent, Non-Executive Director Member of the Audit Committee Member of the Compensation Committee

Dato' Mohd. Rafik bin Shah Mohamad


Independent, Non-Executive Director Member of the Audit Committee Chairman of the Compensation Committee

Dato' Frits van Dijk


Non-Independent, Non-Executive Director Member of the Nomination Committee Member of the Compensation Committee

Tan Sri Datuk Yong Poh Kon


Independent, Non-Executive Director Member of the Audit Committee

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Alois Hofbauer
Managing Director Alternate Director to Marc Seiler

Marc Seiler
Independent, Non-Executive Director Alternate Director to Alois Hofbauer

Adnan Pawanteh
Alternate Director to Dato' Frits van Dijk

3.2.4.2 Executive Committee Alois Hofbauer


Managing Director

Marc Seiler
Executive Director, Finance & Control

Patrick Hartless
Executive Director, Supply Chain & NCE Market Champion, MYSG Region

Adnan Pawanteh
Executive Director, Technical & Production

Victor Seah
Executive Director, Sales

Zainun Nur Abd. Rauf


Executive Director, Group Corporate Affairs & Human Resources

Yap Yin Kee


Executive Director, Nestl Professional

Ho Hau Chieh
Executive Director, Milks & Beverages

3.2.5 Location and Subsidiaries


3.2.5.1 Head Office Nestl (Malaysia) Berhad 22-1, 22nd Floor, Menara Surian No. 1, Jalan PJU 7/3 Mutiara Damansara 47810 Petaling Jaya Selangor, Malaysia. Tel : 03 - 7965 6000 Fax : 03 - 7965 6767 Consumer Services: 1 800 88 3433

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3.2.5.2 Factories Petaling Jaya Nestl Manufacturing (Malaysia) Sdn Bhd 25,Jalan Tandang P.O. Box 8081 Pejabat Pos Kelana Jaya 46781 Petaling Jaya Selangor Tel : 03 - 7787 7400 Fax : 03 - 7787 7599 Batu Tiga Nestl Manufacturing (Malaysia) Sdn Bhd Jalan Playar 15/1 40000 Shah Alam Selangor Tel : 03 - 5522 5600 Fax : 03 - 5510 6263 Shah Alam Complex Nestl Manufacturing (Malaysia) Sdn Bhd Jalan Playar 15/1 P.O. Box 7010 40700 Shah Alam Selangor Tel : 03 - 5522 5600 Fax : 03 - 5522 5999

Chembong Nestl Manufacturing (Malaysia) Sdn Bhd Jalan Perusahaan Utama Kawasan Perindustrian Chembong 71300 Rembau Negeri Sembilan Tel : 03 - 686 3900 Fax : 03 - 686 4080 Kuching Nestl Manufacturing (Malaysia) Sdn Bhd Lot 844, Block 7 Muara Tebas Land District Demak Laut Industrial Park P.O. Box 710 93714 Kuching Sarawak Tel : 082 - 472 800 Fax : 082 - 472 999

Chembong ( NESTL Ice Cream ) Nestl Manufacturing (Malaysia) Sdn Bhd Lot 3857 - 3862 Jalan Perusahaan 4 Kawasan Perindustrian Chembong 71300 Rembau Negeri Sembilan Tel : 06 - 686 3900 Fax : 06 - 686 4095

Kuching ( NESTL Ice Cream ) Nestl Manufacturing (Malaysia) Sdn Bhd Lot 915, Block 7 Muara Tebas Land District Demak Laut Industrial Park P.O. Box 710 93714 Kuching Sarawak Tel : 082 - 472 800 Fax : 082 - 472 999

Nihon Canpack (Malaysia) Sdn Bhd Plot 47, Lorong Bemban Bemban Industrial Park P.O. Box 37 31000 Batu Gajah Perak Tel : 05 - 365 2000 Fax : 05 - 365 1211

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National Distribution Centre Nestl Products Sdn Bhd Lot 1, Persiaran Waja Kawasan Perindustrian Bukit Raja 41050 Klang Selangor Tel: 03 - 3361 7800 Fax: 03 - 3361 7801

3.2.5.3 Other Office(s) Kuantan Tel : 09 - 573 8744 / 45 / 42

3.2.6 Brands, Major Products and Services


Category Junior Foods Brand Cerelac Stage 1 Cerelac Stage 2 Cerelac Stage 3 Cerelac Stage 4 Everyday Lactogen 3 Mom & Me NAN Grow 3 Nah Ha 3 Nestle Clusters Nestle Cookie Crisp Nestle Corn Flakes Nestle Fitnesse Nestle Honey Stars Nestle Koko Krunch Nestle Koko Krunch Duo Nestle Milo Nestle Multi Grain Cherrios Nestum Mixed Cereal Nestiva 3 in 1 Nutritious Cereal Drinks Coffee-mate Milo Milo Can - Original, Mocha and Hi-Cal Milo Fuze Milo Sejuk Milo UHT Nestea

Milk

Breakfast cereals

Hot cereals

Creamers Beverages

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Coffee

Nescafe Nescafe Dolce Gusto Nescafe 3 in 1 Nescafe canned coffee drinks Nescafe Classic Nescafe Decaf Nescafe Gold Nescafe Menu Maggi 2 minute noodles Maggi Culinary sauces Maggi Flavour Solutions Maggi Mi Goreng Maggi Recipe Solution Maggi Soakable Maggi Tastylite Nestle Bliss Nestle Fat Free Yogurt Nestle Natural set yogurt Nestle Smooth and fruity yogurt Mat Kool Nestle Ais Potong Nestle Ble Tub 1.5L Nestle Drumstick Nestle La Cremeria Nestle Milo Cup Nestle Multipacks Nestle Smarties cup Nestle Tubs Kit Kat Milo Choco bar Nestle Crunch Nestle Milky bar Nutren Fibre Nutren Junior Nutren Optimum Nutren Untuk Diabetik Peptamen Peptamen Junior Powerbar Beverage System Powerbar Gel Powerbar Performance Bar Powerbar ProteinPlus Powerbar Triple Threat

Culinary products

Chilled dairy

Ice Cream

Confectionary & Chocolate

Health Science

Performance Nutrition

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3.2.7 Corporate Vision


Nestle's vision is to be the leading Food and Beverage Company in the Caribbean Region, providing their customers with high quality products and services with added value at competitive prices, simultaneously ensuring the long term viability and profitability of the organization.

3.2.8 Corporate Mission


Nestle is the world's leading nutrition, health and wellness company. Their mission of "Good Food, Good Life" is to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories and eating occasions, from morning to night.

3.2.9 Company's Current Social Responsibility Programme


Nestle's creating Shared Value Programme

Since Nestl as a company was born, and throughout its history, the main concern has been to establish and consolidate itself as a company focused on the people, its brands and its products, seeking to crystallize this conception in the attitudes, actions and relationships between consumers, collaborators, suppliers and shareholders. The notion of shared value is essential to understand Nestls philosophy. This concept is defined as the cornerstone of corporate social responsibility and sustainability. Under the premise that the real challenge of a company is to create long term value for society, Nestl leads its principles and practices aimed to improve commercial conditions and productive capacities of suppliers, and to generate a skilled workforce and improve standards of operation. This is the creation of shared value. By creating value for its shareholders, Nestl adds value to society. This, beyond pretending to be a plausible position, marks the understanding that Nestl makes of its worldwide leadership. For Nestl, there are three areas which, when taken together, set us apart: Nutrition, Water and Rural Development.

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Chapter 4: Consumers and Stakeholders


4.1 Current Consumers' Characteristics
4.1.1 Demographics
a. Age: 21 - 30 years old b. Gender: Male and Female c. Education: Secondary education and above d. Occupation: Blue collar and white collar e. Income range: RM1000-RM4000 f. Race & ethnicity: All g. Geographical location: Urban, sub-Urban

4.1.2 Psychographics
a. Perception: Unknowledgeable about obesity. They want to make a changes but don't know where and how to start at. b. Learning: Family and friends, Media such as facebook and TV programme c. Motivation & Needs: To take the right decision when choosing what food you are eating whether healthy or un healthy in order to prevent or overcome obesity. d. Attitude & Personality: Caring, considerate person, desire to gain knowledge, curiosity, sentimental person e. Lifestyle: Averagely healthy, Less active lifestyle (exercise), long working hour in office, Enjoy watching drama and tv, Like to cook for family, enjoy gain knowledge and enjoy peacful and quiet enviroment, like to eat oily, fried or sweet type of food

4.2 Stakeholders' Characteristics


4.2.1 Primary stakeholders Shareholders, who want a dividend from profits Employees, who want job security Business partners, who want long term & trusted relationship NGOs and international organizations, who have potential to work together

4.2.2 Secondary stakeholders Consumers, who consume their products and meet their needs Experts, who can provide feedback and participate in Nestle's CSV efforts and plans Farmers, traders, and key processors, who are given support to promote sustainable development in local argriculture.

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Chapter 5: Industry and Marketplace


5.1 The Industry
The number of obesity in Malaysia keep increase from time to time. Therefore, there is a need to create public service announcement or public service ad to bring the important message and reach to larger portion of people. The purpose of PSA is not profit but of raising awareness, changing public attitudes and behaviour toward a social issue, example obesity. Throughout the years, Malaysian PSAs have been following major trends in issue both international and domestic such as conserving flora and fauna of our rainforest, Anti-violence issue and abuse. Recycling campaign for our environment are always been stress on lately. Last but not least, our government had introduce 1Malaysia to promote harmony and unity among all different ethnicity and races. List of PSAs done in Malaysia for the past few years: Environmental (nature conservation) 1996 Anti-violence and abuse (dosmetic violence and animal cruelty) 2001 Budi Bahasa Budaya Kita 2005 Road Safety 2007 Environmental (Recycling campaign) 2008 1Malaysia (unity & harmony) 2010 Say no to plastic bag 2010

5.2 The Marketplace


5.2.1 Health Campaigns
Health campaigns are always organised by MOH every year. Since 1991, MOH has launch alot of campaign that actually aim to educate Malaysian about particular health issues. List of some health campaigns: Blood Donation Anti-Dengue Cancer Anti-Diabetes Anti Smoking HIV Aids Healthy Lifestyle Less sugar Balance Diet Organ Donation Save the kidney Dengue

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Market Segmentation of Health campaigns in PSA industry

Chapter 6: Competitive Situation


6.1 Direct Competitors
Anti Diabetes campaigns by MOH Organ Donation campaigns by MST Kempen 1 Cukup Campaigns by MOH (Less Sugar in drink)

6.2 Indirect Competitors


Recycle Campaigns Tzu Chi Foundation Malaysia Earth Hour by WWF World Hunger campaign by UNICEF

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Chapter 7: SWOT Analysis


7.1 Strength
Has stronger and better identity compared to the generic identities existing campaigns here Utilize of technology such as augmented reality, QR code, mobile apps, website and social media that allow audience engaged with us easier New interactive section such as big scale augmented reality to help audience interactive and exercise to burn some calories while enjoying the game. Fresh and creative design and totally different look than the old school one Has a strong Nestle as sponsor, which manufactures products healthier and help in overcome obesity Many committed Professional consultant will provide professional advice Supported by Government

7.2 Weakness
Obesity is not seen with importance as much as other health issues by the public Relatively new and inexperience strategy. the effectiveness of it is not guaranteed It require believe, determination and engagement only can see the effect of healthier Rising promotions of fast food restaurants that promote people to consume more unhealthy food, such as limited Hello Kitty toy and Minion toy (Despicable Me 2)

7.3 Opportunity
World Health Day organized by WHO Haze issue recently make people start to realize the important of health Increase of price of sugar and goods in this year The ministry of Health actually very support awareness campaign

7.4 Threat

Ignorance of potential target audience who do not realise obesity is actually a high risk to get non communicable diseases The new promotion of fast food by using famous cartoon toy, such as Hello Kitty and Minions from Despicable Me 2. Haze issue are serious in Malaysia. They do not dare to exercise as they will intake alot of polluted air

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Chapter 8: Strategic Target Audience


8.1 Proposed Primary Target Audience
8.1.1 Demographics a. Age: 21 - 30 years old b. Gender: Male and Female c. Education: Secondary education and above d. Occupation: Blue collar and white collar e. Income range: RM1000-RM4000 f. Race & ethnicity: All g. Geographical location: Urban, sub-Urban

8.1.2 Psychographics a. Perception: Unknowledgeable about obesity. They want to make a changes but don't know where and how to start at. b. Learning: Family and friends, Media such as facebook and TV programme c. Motivation & Needs: To take the right decision when choosing what food you are eating whether healthy or un healthy in order to prevent or overcome obesity. d. Attitude & Personality: Caring, considerate person, desire to gain knowledge, curiosity, sentimental person e. Lifestyle: Averagely healthy, Less active lifestyle (exercise), long working hour in office, Enjoy watching drama and tv, Like to cook for family, enjoy gain knowledge and enjoy peacful and quiet enviroment, like to eat oily, fried or sweet type of food

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8.2 Proposed Secondary Target Audience


8.2.1 Demographics a. Age: 31 - 40 years old b. Gender: Male c. Education: University / College and above d. Occupation: White collar e. Income range: RM4000-RM8000 f. Race & ethnicity: All g. Geographical location: Urban

8.2.2 Psychographics a. Perception: Has fair bit of knowledgeable about obesity. They start to pay attention towards obesity because they are at the age where the risk of catching non-communicable diseases by obesity is high b. Learning: Concerned family and friends, recommended by nutritionist or promoter, from newspapers, magazines, radio or tv ads c. Motivation & Needs: To maintain a good health so that they can avoid from getting health problem, To stay in good condition so that they won't make their family worried d. Attitude & Personality: open minded, willing to try new thing, matured, interested in health issue relating them, rational and always plan for future, body check up every year e. Lifestyle: Averagely healthy, Less active lifestyle (exercise), long working hour in office and tired after work, Like to eat something convenient to get, enjoy gain knowledge and willing to make changes for better life, like to help people

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Chapter 9: Research Development


9.1 Marketplace Research
Firstly, i send an email to relevant participant, and I dint get their reply. So, Once I heard there is a library inside MOH, so I plan to go and try my luck. Here are the photos I shoot at Ministry of Health Malaysia, at Nutrition Section there.

I go to try out the Body Composition Analysis and a friendly consultant give me further analysis and explanation of my result, so I gain new knowledge.

There are full of nice display and information about the food calories and food pyramid tower.

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I get some brochures and flyers back for reference.

After that, I sit inside library find some book about Obesity. Unfortunately we are not allow to borrow those book. But they actually provide photostat machine for us to photostat. So I had photostate the Annual Report 2011 as my references. (attach in Appendix)

The next day I go to MOH again, to submit Request letter to Timbalan Pengarah MOH Dr. Hilmi as librarian teach me try to send. I go to E7, Level 13 and brave myself to send the letter. Unfortunately I can't meet up with him as he is in meeting. So I leave the letter there and till now there is no reply.

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My last chance is to try at Health Education Division. There have a hidden mini library. The people there all are very nice, they help me to find out the book I want, which is NHMS IV, with all the statistic inside. I copy the pdf out as they allow me to do so. Here is how I get the data.

After another a week, I finally receive an email responses from them.

As a small conclusion, If I din't do FYP, I really don't think I will know MOH actually have so many facilities and information display in there. The people there all are very friendly. We should always pay visit there when free.

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9.2 Online survey and findings


9.1.1 Gender

I use Google doc in my online survey. Out of all 133 respondents, 52% were Male while 48% were female. Both of the gender are willing to help out in the health survey. Seem male may be slightly more concern about health problem than female.

9.1.2 Ethnicity / Race

Based on my result, the highest respondents were Chinese with 66% (88 people) while Malays came in second with 23%. The remaining is Indian with 5%, Other races as 5% and the least one is Bumiputra. May be within my circle, there are more Chinese willing to help out in my survey.

9.1.3 Age

As intended, the highest respondents were 21-24 years old with 76%. While second highest is 25-29 years old with 12%, and the third one is 18-20 years old with 6%. Others are 2% respectively. Since this survey is posted online at social media, so the younger people are the majority of the respondents.

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9.1.4 Occupation

Total 88 students out of total 133 people, help out in my survey, with 66%. The second highest is from private employee with 22% and self employees with 9% respectively. Just like the age bar, mostly are students.

9.1.5 Allowance / Income Level

Based on the responds, most of their income is below rm1000, which is 50% of the total respondents, followed by RM1000-RM2000 (21%) and RM2000-RM3000 (16%). Others are RM3000-RM4000 with 6%, RM5000 above with 5%, and the least one is RM4000-RM5000. For the below RM1000, mostly are student.

9.1.6 Marital Status

95% respondents are single while 4% of them are married, 1% been divorce or widow. This is due to the low number of respondents aged 30 above which will be a more balance survey.

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9.1.7 Location

66% of them come from Urban Area, 32% come from Sub-Urban Area and 2% come from rural area.

9.1.8 Understanding of Obesity

91% of respondents are pretty sure about obesity. There are 8% of respondent do not sure about what is obesity, and 1 person that actually don't know what is obesity about.

9.1.9 How did they know about obesity


a) How did you know about obesity in the first place?

The survey showed that 27% of respondents are educated from education instition. They also get know obesity via online articles and social media with 21%. Middle responds are learn from Family & Friend, Doctor, and health talk. There are still got 2% of people don't know about obesity.

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b) Do you know that obesity is a serious health issue in Malaysia, that will risk to non-communicable diseases such as Diabetes Mellitus, Hypertension, cardio respiratory dysfunction and the worst to death?

Based on the survey, can see that majority of respondent know the effect of been obese. 78% of people know, but there are 18% of people not sure and 4% of people do not know at all.

c) Will you interested to be educated more on obesity? Below are the text responded that i have selected out. I. II. III. IV. V. VI. VII. VIII. IX. X. XI. XII. XIII. XIV. XV. XVI. XVII. XVIII. XIX. XX. XXI. XXII. XXIII. XXIV. Yes, because I want to understand more about Obesity yes because i want to know more about living in a healthy lifestyle. NO, because i know enough about it Yes, because I would like to know the precautions Yes I would like to learn more about the facts in simple and easy to remember terms. I also want to learn about the truth & misconceptions about obesity Yes, because I currently is also at the brink of obesity and i would appreciate if it will make me look more healthier. YES.coz i see friends with serious obese that his health is degrading since he gain weight No, because I am impossible to get obesity. nope, because i always did health check No, because I have the basic knowledge and I think it should be enough for me since I barely get obesity. Yes I like to know more about the statistics, whys and how we can curb the situation no, because education can be received via other media easily. yes, because it's good to know what others have to share about it no, because i am satisfied with my weight now Yes, because I want my health to improve with age. No, I think can get more information my own Yes, because I would to slim down yes,because i would like to take precation for myself and my family Yes because i want to add more knowledge about it plus it'll benefit me. No. I am fairly educated about the definition, and also the disadvantages of obesity Yes because it might help to have a better future yes. to raise awareness of general population Yes, because I currently is also at the brink of obesity and i would appreciate if it will make me look more healthier. No, because I am no way near obese

Based on the result, majority are interested to attend as they want to know more in order to get good health. For those who not interested to educate more, most of their reason is they are too far away from obesity, they are thinking that this is not related to them.

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9.1.10 BMI

Based on the data, we found that half of them are in normal and safety region, which is 18.5-24.9 with 57% whi;e 26% or them are actually in overweight region. There are 11% of underweight and 7% of respondents in obesity.

9.1.11 Lifestyle
a) How often do you exercise?

Based on the pie chart, most of the respondent seldom exercise (43%) while 27% of respondents only exercise 3-5 times per month. There are a minority group which are quite healthy one, exercise 3-5 times per week (20%) and almost every day exercise (5%), and the same worst one which is never exercise at all (7%). b) Do you like to eat fast food?

There are 51% of respondents not really like fast food, but they consume it too, while 47% of respondents like to eat fast food. For those who don't like at all only 2% of respondents.

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c) How many kind of junk foods do you consume in a DAY?

d) How many kind of fatty foods do you consume in a DAY?

e) How many kind of dessert foods do you consume in a DAY?

e) How often you consume sweeteners in your drink in a DAY?

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e) Do you practice the habit of asking for less sugar / less sweet in your drink?

9.1.12 Awareness of health campaigns / Obesity-related campaign


a) Are you aware about obesity-related awareness campaigns that organised by Ministry of Health / private companies in Malaysia?

Based on the result, Majority of people seldom or never aware about campaign that happened in Malaysia.

b) How often do you see / heard / participate in health campaigns concerning about obesity?

33% + 41% = 74%. which mean 74% of responded never or seldom notice about these campaign.

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c) What make you attend obesity awareness campaign?

Based on the research, there are 23% of people do not feel like attending to obesity campaign. But they are still a lot people willing to attend as they want to gain more info on health and obesity.

9.3 Others
Keep online referring to their official websites. MOH: http://www.moh.gov.my Health Education Division: http://www.infosihat.gov.my KL & Putrajaya: http://jknkl.moh.gov.my/web/guest/home

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Chapter 10: Precedent Studies


10.1 Advertising Strategy 10.1.1 Health Campaign In Malaysia
a) Let's take 5! World Diabetes Day 2012

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b) Health Campaign Parent's Day 2011

TSNRA and Penang Adventist Hospital conducted a free Health Check on Sunday morning to celebrate Parents Day 2011. Their focus is on senior citizens & their ailments. Persatuan Diabetes Malaysia (PDM), an NGO was invited to participate in this event. PDM also invited some vendors to sell diabetic socks, diabetic drinks, foot cream & others products at discounted prices.

c) Kempen Kurangkan Pengambilan Gula 2010

Launch day of the campaign in Jusco Shopping centre at year 2010.

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d) Help and Health Campaign 2012

This is a 3-day in campus health awareness campaign. In campus, there are total of 11 events which are Blood Donation Drive (BDD), Organ Donation Campaign, CPR Awareness Campaign, Health Screening, Eye and Ear Test, Foot Massage, Hepatitis B Screening, Free Bone Check-Up, Exhibition, Form A Culture of Violence to A Culture of Peace and Food Bazaar. They cooperated with National Blood Bank, National Kidney Foundation, National Cancer Society, Pride Foundation, Foot Reflexology, National Transplant, Fonterra Brands Malaysia, Focus Point (M) Sdn. Bhd, Perfect ENT Hearing, Malaysian Liver Foundation, Oral Division of Ministry of Health, Kao Company, Lucky House Nutrition Drinks, and La Senza.

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e) World Diabetes Day 2011 and Monthly Talk by Persatuan Diabetes Malaysia (PDM) Perak

10.1.2 Health Campaign Printed Media in Malaysia


a) Kempen Kurangkan Pengambilan Gula 2010

General Poster by 1 sudu sudah cukup! campaign. Kempen Kurangkan Pengambilan Gula

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b) Save your Kidney Campaign Malaysia

An initiative of the IMNC Lions Club, the campaign... is aimed at creating awareness on the dangers of kidney failure amongst youths of today! They are also fortunate to be able to work together with the National Kidney Foundation, Malaysia. c) Organ Donation Campaign

Anugerah Kehidupan. Campaign by A gift to life, supported by Kementerian Kesihatan.

Pendermaan Organ - corporate with POS Malaysia

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d) 7 Smart Steps to reduce sugar intake by 1 Cukup.

Printed media and poster.

e) other small scale campaigns

-Avert HIV & AIDs

-Physical Exercise

-Eat Healthy

-Health Check for the olds

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10.1.3 Health Events


a) World Diabetes Day Walkathon 2012

World Diabetes Day Walkathon at Dataran Merdeka, KL. Almost 5000 people join the walkathon. The walkathon was officially launch by Dato' Ahmad Shabery Cheek.

10.1.4 TV Commercials
a) Berjalan 10,000 Langkah Sehari TVC (2009)

This is a TVC about walks 10,000 step every day, by Ministry of Health on 2009.

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b) "Satu Sudu Dah Cukup, Kurang Lebih Baik" Less Sugar Campaign TVC (2011)

c) "Satu Sudu Dah Cukup, Kurang Lebih Baik" Less Sugar Campaign TVC (2010)

d) Kempen Gula - Bijak Memilih Minuman dan Makanan (2011)

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10.2 Precedent Studies


10.2.1 Obesity Print Ads

Portion Control Campaign: Choose Less, Weigh Less. by L.A. Department of Health

Portions Have Grown Campaign: "Cut your portions. Cut your Risk." by New York City Department of Health

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Read'em Before Eat'em! Campaign: "Choose Less. Weigh Less" by NYC

Campaign To End Obesity by obesitycampaign.org

Fast Food Fastens obesity

Kick Childhood Obesity

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3meals30minutes: "Change your habits before they change you." by NHS

Based on all these nice print ads, I like the last one the most, which a combination of food on top of a obese people's photo. It show a high contrast of high calories and unhealthy food such as fast food and sweet dessert will cause obesity. The big idea is " Junk food may seem like a quick solution, but it's really part of a big problem."

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10.2.2 TV Commercials
a) "Measure Up" Australian obesity TVC

This TVC is really impressing me. The reason I like about this TV commercial is the story of a man walks in a measurement tape as walk path, the longer he walks, represent he is aging and gaining weight. On the way he walks, he will saw his daughter when young time, a happy family. The longer he walk, he found his daughter showed a worry and scare face to him. He only start to realize that he is fat and his daughter start to dislike him, this make him start to worry. At the end, it come out with a tagline "THe more you gain, the more you have to lose", which not only mean he need to lose more weight, but also mean that he need to lose his family. b) Blue Cross and Blue Shield of Minnesota "Tomorrow" Commercial

Another obesity TVC I found is interesting. This TVC is using singing way to sing out they actually said that tomorrow they will start to change, such as tomorrow he will take stair go up, tomorrow she will start to eat salad, tomorrow he will stop smoking, and tomorrow he will go out to find job. The main idea is asking people stop give themselves an excuses. The tag line is "Today is the day we stop making excuses."

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c) Blue Cross and Blue Shield of Minnesota "Eating Out" Commercial

This is another TV ads that raise the awareness of obesity. The story start with 2 fat kids is arguing with each other that who's father can eat more. This reflect that parent's role is very important to children. Here comes the tagline "today is the day we set a better example for our kids." d) Childhood Obesity Ads in Australia "Break the Habit".

This ads start with a mum come back with a paper bag, and she take out an injection needle. She start to burn the spoon, as if she want to inject drug to her kid. But in the end they both eat hamburgers together. Here come a tagline "You wouldn't inject your children with junk, So why are you feeding it to them?". Quite a diffrent way to actually draw people's attention and bring out the message in the end.

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