Concept, Message, Strategy, Target Group

Bring everything together

Temporary pavilion promoting healthy lifestyle

The Concept (The problem - What is happening)

There are 15 milions Britons that are obese. The UK has the highest level of obesity in Western Europe, ahead of countries such as France, Germany, Spain and Sweden. In England, 24.8% of adults are obese and 61.7% are either overweight or obese, which then is caused by many more diseases.

The message (Why & How it is happening)

A person is considered overweight if they have a body mass index (BMI) between 25 and 29, and obese with a BMI of 30 and above. Studies have shown the environment has a major influence on the decisions people make about their lifestyle. Known as "obesogenic environments", these are places, often urban, that encourage unhealthy eating and inactivity.

Being overweight or obese increases the risk of a many serious illnesses, such as type 2 diabetes, high blood pressure, heart disease, stroke, as well as cancer.

Compared with a healthy weight man, an obese man is:

• five times more likely to develop type 2 diabetes
• three times more likely to develop cancer of the colon
• more than two and a half times more likely to develop high blood pressure – a major risk factor for stroke and heart disease

An obese woman, compared with a healthy weight woman, is:

• almost 13 times more likely to develop type 2 diabetes
• more than four times more likely to develop high blood pressure
• more than three times more likely to have a heart attack

Strategy!

Change your habits and behaviours to healthy choices. healthy lifestyle (you are what you eat), increase physical activity, stress control. Increase awareness about obesity and how it affects human body. Healthy body - Healthy mind - Healthy life.

Target group

Young adults, adults

A modern problem

(My target group)

People are less active nowadays, partly because technology has made our lives easier. We drive cars or take public transport. Machines wash our clothes. We entertain ourselves in front of a TV or computer screen. Fewer people are doing manual work, and most of us have jobs that involve little physical effort. Work, house chores, shopping and other necessary activities are far less demanding than for previous generations.

We move around less and burn off less energy than people used to. Research suggests that many adults spend more than seven hours a day sitting down, at work, on transport or in their leisure time. People aged over 65 spend 10 hours or more each day sitting or lying down, making them the most sedentary age group. 

Inside the pavilion

Our specialist will:

Increase people awareness :

• ·         Introduce the problem which is the obesity around the UK
• ·         Talk about how big it is and how it affects human body (The UK has the highest level of obesity in Western Europe)
• ·         Talk about diseases that we can get when we are overweight or obese (Diabetes, heart disease, stroke, depression, some types of cancer, high blood pressure)

Educate & Convincing

• ·         Introduce and explain what healthy lifestyle is(regular physical activity, a balanced diet, constructive coping with stress, systematic monitoring of their health status)
• ·         What are the benefits of healthy lifestyle (Increased energy, weight control, good mental health, reducing risk of getting different diseases like; cancer, diabetes, high blood pressure, obese, heart disease)
• ·         What is a healthy eating
• ·         Why we should have physical activity & how dangerous sitting life is (It can reduce your risk of major illnesses, such as heart disease, stroke, type 2 diabetes and cancer by up to 50% and lower your risk of early death by up to 30%, help to manage your weight, make you happy, increase wellbeing and productivity.) Sitting too much - 112% increase in risk of diabetes, 147% increase in cardiovascular events, 90% increase in death caused by cardiovascular events, 49% increase in death from any cause  
• ·         Why it is important to have connection with nature and how it is linked with healthy lifestyle (keep our mind healthy, reduce stress, relaxing, reducing risk of depression)

What my pavilion will offer to the community

• ·         Easy access to the information
• ·         Meeting without doing appointment and waiting
• ·         Professional care/meetings/consultation (for free)
• ·         Show and explain how healthy lifestyle affects our body
• ·         Encourage people to healthy eating and to be more active
• ·         Help people make first step to the healthy lifestyle side
• ·         Gain knowledge about healthy lifestyle
• ·         Increase awareness about body/organisms (how it works, what is good for us and what not)
• ·         Giving people advice on healthy diet and physical activity
• ·         Giving people guidance on how much physical activity they should be doing