WAT-AAH Foundation links celebrities to childhood obesity

What is the premise of Understanding The Impact of Celebrities in Food & Beverage Advertisement Study?
The study was commissioned by the WAT-AAH Foundation to explore the impact of advertisements featuring celebrities and their appeal to kids. The study found that kids and teens were the primary viewers of these ads and that the younger audience is more knowledgeable of and impacted by commercials promoting sodas, sports drinks and fast food than older demographics.

Why did you feel it was important for the WAT-AAH Foundation to support the study?
After my visit to the White House for the “Convening on Food Marketing to Children” discussing how to minimize the marketing of unhealthy products and increase the marketing of healthy products to kids and teens. I felt that there was a clear void in the discussion because the kids’ opinions were missing. I believe kids and teens themselves offer the best insight into what is emotionally and effectively impacting them through these commercials. Therefore a study that directly engaged them on their perspective would give us invaluable information that we can all learn from.

How were the participants chosen?
A total of 166 participants were recruited by the marketing research company Fieldwork Incorporated. The groups were equally divided between boys and girls with four to six respondents per group from age 8 to 17. The commercials used for the research study featured Taylor Swift, Beyoncé, LeBron James, Peyton Manning, One Direction, Dwyane Wade, Lionel Messi and other major performers and athletes.

When will parents be able to view the study?
The full report for the research study, “Understanding The Impact Of Celebrities In Food And Beverage Advertising” From The Perspective of Kids and Teens, was released on Dec. 4. To obtain a full copy of the study, please call the WAT-AAH Foundation at 212-627-2630.

For more information, please visit:
www.healthiscool.org www.twitter.com/RoseCameronCEO www.wat-aah.blogspot.com