Executive Summary

Childhood obesity is one of the most serious problems due to many kids eat poorly and have less physical activities. Many parents do not realise how serious the childhood obesity is, and they do not care much on their kids eating habits.

The research shows the high rates of childhood obesity. Junk food stores are most of everywhere, TV commercial of junk food targeting kids, and junk food becomes kids’ favorite because it’s cheap, delicious but totally unhealthy. Junk food is one of the main causes that leads to obesity.

There are many existing campaigns out there about raising awareness of childhood obesity, providing education to kids and parents, encourage kids to do more exercises. However, there are not enough for this problem. Therefore, we still need to create a campaign based on this issue, and our goal is to stop childhood obesity.

This docuement will house all reaserches, strategies, target audience, design process and all applications and media designs for our campaign to raise the awareness and education.