2. Background
•A tendency for boys to be more obese than girls and this
phenomenon only appears in Hong Kong, shown in health studies.
•The increasing trend of childhood obesity in Hong Kong reach to a
peak at 11 years old in boys and at the age of 8 in girls.
• Increase of fast food industries and the varieties of food options
led to unhealthy eating habits.
3.
4.
5. Research Method 1
QUESTIONNAIRE
Research Location: Primary Schools Area in Whampoa
Research Targets: Parents of Primary School Students
6. questionnaires FINDINGS Where do you obtain food and health related information
1Where did you get the nutritional information? 2 Where did you get this information of promotional
materials and recommendations ?
7. questionnaires FINDINGS how does parents influence children's eating habits
3 How much do you give 4 Do you control your child’s
your child for pocket money? eating habit in any way?
8. Questionnaires FINDINGS what do parents think about the school lunch plan
5 What do you feel about the school
lunch plan?
Majority of the parents will order the school meal plans as
their children’s lunch and 85% of them are satisfied with
the existing meal plans.
However, they might only concern about the taste/
price range of the school lunch plan, instead of the
nutritional value of the ingredients in the lunch plan.
9. Questionnaires ANALYSIS
•In Conclusion, children who were given money to purchase snacks
tend not to be able to control their own diet, for many of them have
obesity problems.
•Parents are responsible for obesity problems because they have
control on what their children eat for lunch and how much they eat
for snack.
• From the analysis, it can be concluded that parents like to obtain
food information in entertaining and interesting ways. On the other
hand, they would obtain nutritional and educational information
through a reliable source.
10. Research Method 2
PICTURE ASSOCIATION
Research Location: Around Whampoa Primary Schools Area
Research Targets: Primary School Students
12. Picture Association FINDINGS
• 23.6 % of the Boys were appealed to
the appearance of the meal, but regardless of what the food is,
• 23.6% of the Boys were appealed to the fast food,
•23.6% of the Boys were appealed to the meals with free snacks,
•28.9% of the Boys were appealed to the meals with free toys.
13. Research Method 3
INTERVIEW
Research Location: McDonald’s Fast Food Restaurant ( Whampao)
Research Targets: Primary School Students
14. Interviewee 1 Interviewee 2 Interviewee 3
Interesting Quotes:
1 “I prepare lunch for my child to bring to school every day.
I always put in fruits in the lunch box as part of his snack. ”
– Mrs. Wong
2 I’ll go grocery shopping with my child, and let them choose their
snacks. Sometimes I’ll purchases snacks according to what they
had last time or my own preference.“ – Anonymous.
3 “It’s different each month. I’ll look at the school’s monthly
lunch plan and decide whether I will order meal plan or
prepare lunch for my child.” – Mrs. Ding
15. Interviewee 1 Interviewee 2 Interviewee 3
Interesting Quotes:
4 “My child pretty much eats everything. I would control them from
eating too much oily/fried/unhealthy food.” – Mrs. Ding
5 “No pocket money is given to them because he is too young to
decide on what to eat.” – Anonymous.
16. Interview ANALYSIS
1) Parents (especially the mother) has great influence
on what their children consume. Mothers usually
take on the role of preparing meals and snacks for
their children.
2) No pocket money was given to the kids for buying
any snacks. Parents make the final decision for
their children on what to eat, whether it is snack,
homemade lunchboxes or school catered lunch
meals
3) The mothers have certain knowledge about
healthy eating habits and food labels. They were
unconfident in answering and explaining what the
public diet slogans meant.
17. Interview ANALYSIS
4) Their understanding of healthy eating and nutritional
information are minimal.
For example, they understand that their children
should eat less unhealthy food and eat more
vegetables and fruits, They are not concern about
the correct proportion to consume in a day.
5) All parents felt that they are quite satisfied with their
children’s current eating habit because their
children are not “too” obese.
6) They encourage their children to eat more
vegetables and fruits, and less junk and fast food.
18. Research Method 4
OBSERVATION 1
Research Location: McDonald’s Restaurant ( Whampoa)
Research Targets: Primary School Students
19. Observation in McDonald’s FINDINGS
Reason of eating McDonald’s food
Attracted by the Comfortable Environment
for studying/ gathering with friends
20. Observation in McDonald’s FINDINGS
Reason of eating McDonald’s food
Influenced by Parents/
Fast Food Culture
21. Observation in McDonald’s FINDINGS
Reason of eating McDonald’s food
Attracted by the Promotional
Campaign
such as :
Monopoly Game
22. Observation in McDonald’s FINDINGS
Reason of eating Mc Donald’s food
Attracted by the free collective toys going with the kids meal.
23. OBSERVATION 1
Research Location: McDonald’s Fast Food Restaurant ( Whampoa)
Research Targets: Primary School Students
ANALYSIS
• 90 % primary school boys were accompanied by parents, while 10%
were with friends.
•Over 70 % children order the kids meal set with toys.
• Only 5% of the parents would control their children while they eat.
24. Research Method 4
OBSERVATION 2
Research Location: Snacks Stall in Whampoa
Research Targets: Primary School Students
25. Snacks stall in the school district
• located in the district of
three primary schools
• Attracted many primary
students after school
• Students were usually by
themselves or with friends
26. CHALLENGES &
FUTURE RECOMMENDATIONS
1 To have a more complete research study
in generating opportunities and solutions,
understanding the follow areas may be
helpful.
2 To gain deeper knowledge on the
targeted boys’ eating habits in a daily
manner. CHALLENGES
3 To have better understanding of the
customers at the school tuck shop, the
food choices offered to the primary
students and the primary school boys’
preferences on snacks.
27. CHALLENGES &
FUTURE RECOMMENDATIONS
4 To have a deeper understanding of the
boys’ reasons behind eating snack, their
preferences, and influences in decision
making.
3 To have focus group discussions or
casual conversations with the boys to talk
about related topics.
CHALLENGES
28. 1 Fast food restaurants are popular places
for children to do homework and hang out
after school
2 Majority of the children do not have
pocket money for purchasing snacks.
Parents have great influence on what the
kids eat, and what snacks to purchase.
3 Most parents have no time to prepare
lunch for their children, sometimes even
dinner.
4 Guys are more practical. They want both
food and toys to play with. Girls tend to be INSIGHTS
appealed to the appearance.
5 Kids love snacks
30. Towards OPPORTUNITIES
Kids CRITERIA & SOLUTION
1 Educate the children on what
is healthy and unhealthy to eat
Solution:
Games, Poster , Food labeling indicating healthy choices
Criteria:
- fun and entertaining
- simple and easy to understanding
- Appeal to Kids
- Reachable
- Reliable information OPPORTUNITIES
Examples:
31. Towards OPPORTUNITIES
Kids CRITERIA & SOLUTION
2 Promotions of healthy food
targeting to kids
Solution:
Mascots for restaurants, educational animation, campaign,
healthier snacks, posters
Criteria:
- fun and entertaining
- simple and easy to understanding
- Appeal to Kids
- Reachable
- Reliable information
OPPORTUNITIES
Examples:
32. Towards OPPORTUNITIES
Parents CRITERIA & SOLUTION
3 Offer simple ways for the parents
to provide healthy meals for kids
Solution:
Games like cooking mama, recipe, lunch box with
different sizes compartments, recipes on magazines
Criteria:
- Quick, easy and simple
- Reachable
- In a cordial/ friendly manner
-Reliable information OPPORTUNITIES
Examples:
33. Towards OPPORTUNITIES
Parents CRITERIA & SOLUTION
4 Elevate parents’ awareness on healthy eating
habits for kids and consequences of obesity
Solution:
Feature information on magazine, media advertisement on
healthy eating habits
Criteria:
- Quick, easy and simple
- Reachable
- In a cordial/ friendly manner
-Reliable information OPPORTUNITIES
Examples:
