THREE SOUTH FLORIDA HEALTH ORGANIZATIONS
LAUNCH CHILDHOOD OBESITY CAMPAIGN
WHO:
Baptist Health South Florida – Brian E. Keeley, President
and CEO
Joe DiMaggio Children’s Hospital, a Memorial Healthcare
System hospital – Frank V. Sacco, CEO
Pharmed Group – Carlos and Jorge de Cespedes, Chairman
& CEO and President & COO, respectively
WHAT:
Launched Parents Step Up/Familias
en Marcha, an innovative, bilingual, childhood obesity public
information campaign in South Florida. The CEOs from the three
organizations announced that they have joined forces to launch
the campaign that will address the seriousness of the childhood
obesity epidemic in Broward and Miami-Dade Counties.
Parents Step Up/Familias en Marcha will involve advertising,
publicity, community relations and a website. The goal of
the awareness campaign is to influence public opinion to better
reflect the seriousness of the childhood obesity issue and
to create awareness among parents.
Parents Step Up is one of the first public information campaigns
to address ultimate accountability and place it squarely on
parents’ shoulders. The Spanish version of the campaign
is called Familias en Marcha.
ABOUT THE SERIOUSNESS:
• 70% of obese kids become obese adults, Dept. of Health
and Human Services, 2003.
• If the childhood obesity problem continues to grow
at its current rate, this new generation will become the first
in history to have a life expectancy less than their parents,
according to the New England Journal of Medicine, March, 2005.
• 1 in 3 children born in the year 2000 will develop
diabetes due to childhood obesity, Dept. of Health and Human
Services, 2003.
WHEN:
The campaign, which includes television advertising, public
relations, community relations and a website, began January,
2006.
WHERE:
Parents Step Up/ Familas en Marcha will focus on reaching
parents in Broward and Miami-Dade Counties.
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