Last week the current Management Academy teams presented their feasibility plans in a session that includes brief presentations and Q & A. This session brings out the meaning of “teamwork” for the Management Academy – it is clear at times like this that we’re all on the team: everyone in that room was there to understand the plans and help make each a better final product. We were lucky, too, to have two special guests: Dorothy Cilenti, a former North Carolina local public health director who is currently Deputy Director for Operations and Management at the NC Institute for Public Health, and Rosemary Summers, current Orange County Health Director.
One of the teams is proposing a program called “Fun & Fit,” which will be a summer day camp created to address childhood obesity. A structured camp for children between the ages of five and 14, “Fun & Fit” will incorporate play, cooking, field trips, swimming, sports, and gardening to encourage children to be active and make healthy food choices. It will also contain evening classes for parents and children on nutrition and health. The partners include the county school system, a local aquatics center, Smart Start, the local 4-H chapter, and the local campus of the state university, which will provide student interns to work with the children. It will be an eight-week program during the summer, with follow-up during the school year. The program will be subsidized through the Department of Social Services.
What are some of the challenges for a project like this? Some questions raised had to do with medical participation. Dr. Summers asked who would provide on-site medical supervision? And, perhaps it could be a prescription program, with doctors “prescribing” it for overweight or at-risk children. Would that help it be covered by insurance? Would that help the program planners target the children who would most need it? Related to targeting children, another question was raised about the program’s marketing: how would such a program be marketed so as to avoid stigmatizing children who attend? The team answered that it plans to target all children and avoid a stigma, which led one attendee to suggest that then they might only get the concerned parents whose children are not necessarily overweight or at risk, those who are already thinking about healthy behaviors and choices. The group ended by brainstorming ideas for encouraging participation – they could use active video games to “meet the kids where they are” – even offering such games as prizes for meeting healthy eating or activity goals. That team might have to go find another partner – maybe a video game company or store – who would donate things that could be incentives for the children.
Other challenges might be regulatory issues. Studies show that regulatory issues are the second most common reason given by MAPH students for plans not getting off the ground. Also, public health planners often neglect to “think like a business” when it comes to marketing. Marketing for a program like this might target doctors, parents, children themselves, and schools, and the marketing plan would have to comprise more than just public service announcements. There are a lot of competitors for children’s time in the summer.
What do you think? Can you -- our Community of Practice -- think of other ideas that would help this team make "Fun & Fit" the best plan it could be?
-- Anne
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8 comments:
This is a hot topic right now for any person or organization that works with children and adolescents. There is an increasing trend for children and adolescents to be less active now than in years past. Video games, reality television shows and a "microwave" mentality have each played a part in this national decline of physical activity.
I believe the "Fun & Fit" program is a great idea. However, the questions raised by the panel were thought provoking and offer some room to flesh out some major details to make the program successful. In marketing the program, against competing summer camps and other programs, the MAJOR factor (in my opinion) is the cost and "bang for the buck," so to speak. Parents are constantly looking for activities that provide structure, supervision and fun at a low cost. If the program design were to change from a day camp to an overnight camp that incorporated meals and other activities, parents would be more inclined to participate. What parent of young children doesn't want a break in the summer time? If the camp was to partner with a local university, especially UNC-CH, Duke, or Wake Forest (schools with medical schools) perhaps a resident physician would be willing to provide consultation for activity planning. Also, certified fitness instructors should be utilized as a way to ensure that all physical activities are implemented according to the fitness level of the participant.
One way to avoid the stigma that will accompany a "fat camp" (as many children call it) is to not FOCUS as much on the "fit" aspect of the camp as the "fun" aspect of the camp. If, in the marketing strategies, there is a direct focus on the FUN, UNIQUE activities then many parents will encourage participation. Also, with the school partnership, teachers and guidance counselors can encourage the "target market" to participate in the camp and perhaps through corporate sponsorships there can be scholarships given out.
The implementation of such a camp would begin to transform the youth fitness culture from the hand/eye coordination generation (video games) to a more active, healthier generation.
I appreciate your comments Margaret. I'm sure we will find them very helpful.
I agree with Margaret that the is all in the marketing. This camp could be the start a something great and continue summer after summer. I will now be the Devil's advocate- I also wonder is the stigma of "fat camp" really the issue? Look at how we market weight these days: "The Biggest Loser", repeated commercial for the lap band, ect. Society discusses weight problems openly. Perhaps the fact of being "overweight" is what sells this program. Hopefully this will spark some comments!!!!!!
I feel that there is small stigma associated with weight loss programs;however, the term FAT CAMP could possible be offensive to the husky size participants of the camp. But with the gastric procedures and quick fixes some people do not want to do what it takes to lose weight properly.
I feel that there is small stigma associated with weight loss programs;however, the term FAT CAMP could possible be offensive to the husky size participants of the camp. But with the gastric procedures and quick fixes some people do not want to do what it takes to lose weight properly.
I feel that there is small stigma associated with weight loss programs;however, the term FAT CAMP could possible be offensive to the husky size participants of the camp. But with the gastric procedures and quick fixes some people do not want to do what it takes to lose weight properly.
I feel that there is small stigma associated with weight loss programs;however, the term FAT CAMP could possible be offensive to the husky size participants of the camp. But with the gastric procedures and quick fixes some people do not want to do what it takes to lose weight properly.
I am an alumni of the management academy and this is my first time on the site - which I am very impressed with. I will be sure to forward this to my colleagues. "Fun and Fit" especially caught my eye and interest. This is an initiative that would certainly fill a need for our overweight children. I agree that linking with a university with multiple resources would strenghten the project. For example, UNC Children's Hospital Specialty Clinics work with several camps for children with chronic diseases such as diabetes, chron's disease, cystic fibrosis, and celiac disease by providing staff (RN, NP, MD, RRD)for these camps during the summer. These camps are very popular with waiting lists each year. This type of partnership is a win-win for the staff and campers too. The staff come back energized by having the opportunity to work with these special children in an informal and fun setting. The campers get to be, learn, and share with other children facing the same challenges they do in a nonjudgmental and safe environment; as well as get to do things they normally would not have the opportunity to do. Researching the infrastructure, budgets, partnerships, marketing, strengths/successes and opportunities for improvement of these camps, may help to facilitate this project becoming a feasible reality.
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