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Parents Step Up/Familias En Marcha campaign was evaluated in 2006 through a research grant
from Health Foundation of South Florida. The evaluation revealed the campaign is effective.
A quote from the evaluation report, which was conducted by an independent market research
firm Behavior Science Research:
"The research was culled from four distinct groups:
white-non-Hispanics, African Americans, English-speaking Hispanics and Spanish-speaking
Hispanics. The research found that the respondents placed a significant amount of childhood
obesity responsibility on parents. The research bears out that the campaign has raised the
level of conscientiousness in all four target groups. Research confirms that the controversial
Parents Step Up / Familias en Marcha campaign has led to an increase in parental responsibility
regarding childhood obesity."
Furthermore, the research revealed:
- The campaign is increasing by 67% female heads of households perceived level of
responsibility for their children being overweight or obese.
- The campaign is increasing by 30% mom's perceived level of responsibility for their
children's inactivity or being out of shape.
- After seeing the advertising, 81% of the respondents indicated they were either
'very interested' or 'interested' in visiting the websites.
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