Enrichment Marketing: Developing Anti-Obesity Products and Programs Through Advertising and Marketing

The International Journal of Pediatric Obesity has recently released a report based on an analysis of data from studies published between 1980 and 2005 stating that by the year 2010 one out of two children in the western hemisphere will be overweight, many of which can be technically classified as obese. In addition, the report states that one out of three children in the European Union and one out of five in China will also be overweight.

According to Dr. Philip James, Chairman of the International Obesity Task Force, "We have truly a global epidemic which appears to be affecting most countries in the world." Some experts believe that we are entering an age where children's lives will actually be shorter than the lives of their parents. What are the core causes of this impending epidemic? Dr. James believes that the use and abuse of unhealthy western foods through aggressive and irresponsible marketing is the greatest factor contributing to the new obesity crisis for kids worldwide. He, along with others like Dr. Susan Linn of the Campaign for a Commercial-Free Childhood, are calling for a ban on all forms of food marketing to children.

This, however, is an unlikely scenario. Are there other ways to stem the tide of obesity among today's kids? Robert Reiher, Ph.D, founder and president of E-Smart Choice, a marketing consulting firm in California, is convinced there is. "We believe that although advertising and marketing do play a significant role when employed irresponsibly, they can also be used in positive ways to enrich today's young consumers," he says.

Dr. Reiher, an educational and media psychologist, proposes and alternative to banning all advertising and marketing to children. Instead, he believes that we need to change the marketing and advertising paradigm for children to one that enriches the child. According to Dr. Reiher, "The use of enriching advertising and marketing can be accomplished by employing a set of core scientific foundations and principles to change the way we advertise and market to children. When these foundations are in place we can use contemporary tools of media to influence children to eat right and alter their current negative eating patterns.

Technology is increasing at exponential rates. It is unstoppable, leading to more influential and advanced forms of media. Powerful forms of media are immersive. We cannot close our eyes to the fact that new media command the way children process information. Therefore, we need to understand it's power and impact to use it more effectively for the growth and development of children."

"Kids cannot "not" learn", he continues. "The question is what they are learning and how our technological and media changes support the learning that is developmentally appropriate and advantageous to our youth today."

For more information on the E-Smart Enrichment Marketing Method and questions regarding their approach to reversing the obesity trend, please see the website at www.esmartchoice.com or contact Tony Wallace, Director of Communications and Marketing at 818-487-8283.

This release was published on openPR.