This Kid Can Campaign
Over the duration of the last two decades, childhood obesity has risen hugely worldwide. Obesity is a preventable disease that can lead to shocking consequences including hypertension, risk of cardiovascular disease and type 2 diabetes (Ebbeling, Pawlak, & Ludwig. 2002). There is high risk that overweight children will become overweight adults which causes serious health concern due to its link with increased mortality (Speiser et al, 2005).Over the last few years clear lifestyle changes have occurred which have decreased the amount of physical activity children participate in such as playing outside, where activities such as running have now been substituted for more sedentary time such as watching television or playing computer games (Miller, Rosenbloom, & Silverstein 2004). It is recommended that children should participate in moderate to vigorous physical activity for 60 minutes every day including muscle and bone strengthen activities three times a week. Moderate intensity exercise includes activities such as walking or bike riding, vigorous however includes more intense activities such as team sports. Participating in physical activity for up to 60 minutes every day can have lasting benefits including the improvement of cardiovascular health, bone health and self-confidence (NHS Guidelines). Sedentary activity, television and computer games are major causes of obesity in childhood, showing risk being 8.3 times higher to children who watch five or more hours of television a day. As childhood obesity is on the rise its consequences are increasing everyday including the risk of sleep apnea, orthopaedic problems and a decrease in life expectancy (Miller et al, 2004).
This Kid Can is a three month physical activity health campaign targeting primary schools in the Surrey area. Physical activity levels have been shown to increase significantly after short term 12 week interventions (Marcus et al, 2006). The intervention is government funded aimed at 7 to 11 year olds focusing on increasing physical activity participation levels in a high risk group. This Kid Can aims to provide a unique method of exercise cost free to promote the importance of physical activity and its benefits whilst all the time helping tackle a national epidemic and providing education to parents and teachers to promote maintenance. Studies have shown that children from low economic backgrounds are more likely to start school with lower cognitive skills and have less access to life opportunities therefore This Kid Can aims to provide a free chance to participate in exercise sessions that have the potential to make a difference. (Lee & Burkam, 2002; Bradley & Corwyn, 2002).
The intervention is government funded with the aim of reducing obesity and obesity related illnesses. It is estimated that obesity is costing the NHS around £3.2 billion a year, therefore although This Kid Can will not bring in money return it will however dramatically reduce the burden of obesity related illness on the NHS (Allender & Rayner, 2007).
The intervention will consist of weekly run sessions held after school lasting two hours. The sessions will be based on obstacle courses including activities to challenge the children’s mental and physical capability whilst all the time improving their physical fitness in a positive and productive manor, providing all necessary equipment. The Campaign will contain tyres, rope swings and tunnels, that will be varied each week to prevent tedium and will be completed three times each session allowing children to maximising their potential (Skills You Need). The sessions will be run by qualified and experienced coaches who are encouraging, supportive and consistent each week therefore will build rapport and get the best out of every child. The coaches will then move to a new school to implement the campaign in a different location providing the opportunity to a wide range of children.
In order to establish the want and need for this intervention the campaign performed a prior survey to discover the children’s interested in this specific type of exercise. Interviews were run to determine the children’s thoughts on the campaign and their intention to participate. The campaign also approached the parents with a survey to evaluate whether they believed the intervention could work and if they would allow their child to take part.
With statics now showing that 22% of under 10’s in the UK are classified obese physical inactivity is a major health concern (Reilly & Dorosty, 1999). Physical activity is an important aspect for healthy growth in children therefore it is important that opportunities become available to get involved. Childhood is considered to be the most active stage of life however children are spending more time taking part in sedentary activity. Physical education (PE) lessons aim to increase activity hours per week, nevertheless lessons have been cut in many countries, making it extremely important to provide outside opportunities through the schooling environment (Sollerhed, Apitzsch, Råstam, & Ejlertsson, 2008). School based interventions are one of the most effective ways to increase physical activity levels therefore This Kid Can targets children through their everyday school life where the children are comfortable and familiarized (Kriemler et al, 2011). The campaign aims to team up with local schools and initiatives to spread the message and will consist of weekly assault courses that encourage determination and team work. Team work requires people to work together to achieve a shared goal which is an important aspect of a student’s education and a vital skill needed throughout life (Owen).
This campaign aims to get children active in an environment where levels and abilities are irrelevant and fun and enjoyment is key, tackling confidence and making even the shyest child a warrior. Children gain self-confidence through successful experiences therefore allowing them to take part in activities where participation alone is rewarded can enhance self-perception (Bunker, 1991). Children’s early experiences of physical activity is formed by school PE lessons where the child’s sporting identity is developed therefore providing opportunities is essential as this is the crucial time where sport preferences are discovered that stay throughout adulthood (Bailey, Wellard, & Dismore, 2005).
The campaign will be implemented by creating influential messages providing information on the importance of physical activity and its relationship to health in children and will be distributed through social media, local networking and known initiatives (Rice & Atkin, 2012). The campaign will involve the students, parents, teachers, governing bodies and local authorities to promote health and the knowledge around it.
The operation aims to improve this lifestyle issue by promoting activity through play. Play is hugely important for development as it contributes to the physical, social, emotional and well-being of children (Ginsburg, 2007). Physical activity has been shown to reduce levels of anxiety and lack of confidence in young children, hence focusing on improving activity levels and awareness in schools alone can have lasting benefits on mental health throughout life (Bailey et al., 2005). Children begin to form impressions about themselves based on previous experiences and the feedback they receive about their ability, both success and failure is vital when learning new skills and providing the opportunity to experience success as a team but allowing children to work together to avoid failure can be a key component enhancing self-belief (Bunker, 1991).
The courses will included a team warm up followed by obstacles that will be modified each week. The campaign puts a lot of focus on raising the children’s confidence by allowing them to achieve what they otherwise never could, enabling children to interact with new people, building friendships and bonds that last. This is an exhilarating way to include strength exercises into the children’s daily activity in a way that they can understand. It is recommended that children participate in bone strengthening activities including tug of war, swinging on bars and jumping every day, all of which are included in This Kid Can (NHS).
The courses will be based on having the perfect balance of hard work and play. The sessions will require the children to work together as a group to get every member across the finish line. This Kid Can aims to target functional skills that are important in early years including, self-control, creativity and discipline, which all need to be developed leading to lasting benefits in children’s learning capability (Diamond & Lee, 2011). Correct levels of physical activity are important to determine children’s physical and mental health status helping to improve their general development and cognitive skills showing their academic and physical potential in an age appropriate way (DeMarco & Sidney, 1989).
The main concern for implementing this campaign into a schooling environment is getting the parents on board. This campaign targets both boys and girls due to gender equality and its association with sports. Gender stereotyping can play a huge role in what sports parents allow their children to join. Gender suitable sports perceived as either masculine or feminine can prevent involvement due to the stigma of being socially unacceptable (Csizma, Wittig, & Schurr, 1988). Social norms dictate many perceptions over what sports should be played by which gender leading to limitation of activities perceived to be for the opposite sex (Schmalz & Kerstetter, 2006). It is socially accepted that boys participate in football where girls participate in ballet, this gender labelling is a major cause of lack of participation due to children being secluded and underestimated by others opinions (Eccles & Harold, 1991). This campaign aims to diminish this stereotypical behaviour and focuses on being a place that allows children to be and do what they want.
Another barrier that may prove difficult when implementing the campaign will be getting the children involved. Allender, Cowburn, & Foster (2006) ran a study that examined reasons behind participating in physical activity and the barriers that prevent involvement. The study discovered that the main reason for participating in sport was enjoyment whereas forced competition or being pressured into winning were major barriers. The study concluded showing that enjoyment is key when getting children involved hence making exercise exciting can lead to an increase in enthusiasm meaning children will be more willing to take part. Friends and social aspects are also huge factors in physical activity engagement (Humbert et al., 2006). This intervention aims to increase participation by providing an exciting method of exercise, allowing children to have fun and work with their friends.
Lack of awareness is another potential barrier that may affect the campaign. It is argued that there is weak standards promoting physical activity leading to a missed opportunity to tackle childhood obesity. Many child care settings including primary schools fail to provide opportunities to encourage the reduction of obesity and evaluate the prevention that reaches both the children and their parents. This shows that although obesity is on the rise, the knowledge needed to educate is lacking causing parents to be unaware of the risks (Kaphingst, French, & Story, 2006). This campaign puts focus on improving the understanding of this health concern to promote maintenance.
The main subjects needing evaluation is the want and need for the campaign and if the target audience are going to participate and benefit. Participation and maintenance rates will need to be evaluated to see how many children are taking part and returning and the physical activity levels of the children pre and post campaign to witness progression and measure affectability. In order to evaluate the campaign This Kid Can will use the mystery shop technique in the first, second and third month, this will include a team member who will attend a session unannounced using a check list to ensure that the intervention is running affectively at the level intended. In order to measure and evaluate the physical activity levels of the participants, This Kid Can will use the International Physical Activity Questionnaire (IPAQ) two weeks prior to the first session to discover the physical activity participation levels of the children before the campaign and 6 months post intervention to measure and evaluate sustainability and maintenance (Hagströmer, Oja, & Sjöström, 2006). The campaign will also keep weekly records of attendance to measure participation and dropout rates.
This Kid Can is a behaviour intervention aimed at a high risk population. Although the campaign is specific, the target audience may be hard to reach due to the influence of their parents. The audience is child focused therefore parents have total control over all decisions which could affect participation levels. The campaign also aims to target a worldwide epidemic that can have detrimental impacts on both the physical and psychological health of the children (Dehghan, Akhtar-Danesh, & Merchant, 2005). Due to the public health importance physical activity related campaigns have risen hugely and are being closely monitored increasing the need to create a unique health campaign that will show results (Cole, Bellizzi, Flegal, & Dietz, 2000).
Although This Kid Can will require time and money the campaign has the potential to make a difference. It targets a particular population with a serious issue and provides an opportunity for children to make a change in an exciting way. Helping tackle a national epidemic, increasing physical activity levels and the knowledge around it whilst all the time providing the skills and education needed to ensure maintenance is sustained.