Obesity Echo Chamber Press Release

Ban on advertising won't stop children becoming obese, but listening to their parents and teachers will

London, UK (March 14, 2005)Food manufacturers should redirect their efforts of combating obesity in children by focusing on parents and teachers, according to a new survey conducted by Echo Research among children during February 2005. Children in the survey focused on parents and teachers as their role models, as preferred sources of education. The children agreed, that obesity was something to be avoided especially as they perceive obese children as targets for bullying.

The survey's findings were presented, today as part of a one-day conference entitled 'Making Healthy Choices Easier' sponsored by Echo Research and Oxford Vision 2020, a global alliance against chronic diseases.

A panel of authoritative speakers, including Professor Philip James, Chairman of the International Obesity Taskforce; Professor Derek Yach of Yale University and formerly of World Health Organisation; Robert Davies, Chief Executive of the International Business Leaders Forum (IBLF), Terrance Collis, Director of Group Corporate Communications, Lloyds TSB Group and Tommy Hutchinson, a social entrepreneur specialising in working with young people, addressed the conference.

Echo carried out two separate surveys to compare the views of two important 'stakeholders' involved in the debate surrounding obesity in children. Firstly, the company analysed 900 press articles from France, the US, UK and Asia Pacific, then it carried out a survey in February 2005, using Research Now's on-line panel to conduct interviews with 300 young people living in the UK aged from 9 to 16.

According to the company's Chief Executive, Sandra Macleod, the views of the two groups were markedly different. She said: "the media is increasingly talking up an advertising ban as being the most effective preventative measure, and yet youngsters themselves claim less likely to be influenced by the media as by their parents and teachers.

Given the importance of this subject it is clear that we need to engage all parties in a more 'joined up debate' if we are to prevent this issue turning into a modern day scourge on society".

Other key findings to emerge from the survey among children were:

• Awareness of obesity is high, but cancer remains their main cause for concern
• The causes of obesity - such as eating unhealthy food and not doing enough exercise - are well recognised and understood
• Children are able to make clear divisions between what constitutes unhealthy and healthy food
• Home and parents are the key influences. Only 7% claim to be influenced by TV adverts
• Schools are the key to more exercise

According to Edna Kissmann, founding member of Oxford 2020 Vision, the surveys reinforced one of its key tenets about obesity managment. "The Echo surveys highlight the main challenge we face, the gap between knowledge and behaviour change. The young people in the survey understand the issues but don't turn this into action. We need to encourage all those who can influence their behaviour to do so urgently. This obviously includes parents and teachers; food manufacturers and food retailers also need to play a responsible role but we need to reach further to government and other industries to ensure they deliver all they can."

Notes to editors
Press contact: Peter Chriistophe, Echo Research
Telephone: +44 (0)1483 413600
Julie Whittaker, Oxford Vision 2020
Telephone: +44 (0) 7968 695396

For further information
To download a copy of the full research findings, go to www.oxfordvision2020.org.
To obtain a copy of the conference speech transcripts, go to  www.oxfordvision2020.org

About Echo Research
Echo Research is an independent, specialist provider of reputation analysis, established in 1989 with 145 full time staff and analysts working across five offices in Europe and the USA. The group supports over a quarter of the FTSE and Fortune 100 companies, with clients also in the public sector, media groups, trade associations, regulatory bodies and non governmental organisations.

About Oxford Vision 2020
Oxford Vision 2020 is dedicated to the cause of preventing the forecast pandemic growth of chronic diseases, especially in low and middle income countries and the poorer segments of society in the developed world.

It was started by the University of Oxford and the world's leading diabetes care company, Novo Nordisk A/S. They came together in May 2004 to support the World Health Organisation's strategy to combat chronic diseases.

Background to the Media Research study
Echo Research analysed 900 media articles from France, US, UK and Asia Pacific, together with editorial coverage, from April 03 to March 04.

Background to the Children's Survey
Echo Research used Research Now's on-line panel to conduct on-line interviews with 300 young people living in the UK aged from 9 to 16. There was an even split of age & sex and the sample was boosted to explore views of ethnic minorities, then weighted back to form a representative sample. The survey was carried out in February 2005.