Desafíos y estrategias para reducir la obesidad infantil en Argentina

Abstract

This case analyzes a very important and topical social problem: childhood obesity. Declared an epidemic by the World Health Organization, it has managed to awaken the attention of different institutions both locally and globally. In Argentina there are deficiencies in national and provincial public policy and a lack of coordination of actions with educational institutions and with NGOs. The problem and background are presented here along with a qualitative research applying the social marketing model proposed by Lee and Kotler (2020). We focus on the study of cognitive, affective and motivational barriers, perceived benefits and costs, and behaviors that compete with healthy eating in families and in education. Finally, we present a proposal for a social marketing plan for public entities and / or non-profit organizations to apply in primary educational institutions in the City of Córdoba. In this way, it seeks to communicate and reinforce a behavior, tending to achieve a change in order to improve and reduce the existing conditions with respect to Childhood Obesity through a healthier diet and more sports.