Dubai nutrition campaign superheroes to help tackle obesity among children
dubai — To tackle the issue of childhood obesity head on and increase awareness on the importance of nutrition in children, the Dubai Municipality is launching new ‘Nutrition Characters’ across hypermarkets in Dubai.
The fun, colourful characters, representing different food groups, are part of the second phase of the ‘Best Hypermarket Awards’ campaign directed at encouraging children to eat healthy food.
If you drop by a hypermarket in Dubai by end-July, expect to spot cutouts of these six characters: bananas, wheat, yogurt, almond, fish and broccoli. Other playful activities for kids and posters on healthy eating habits will also be on display.
Through the campaign themed ‘Back to School,’ the Food Safety Department will also reward hypermarkets based on the creativity through which they portray these characters. The most effective ones will be judged on the number of children they reach, and best deliver the message of healthy eating to children.
Nancy Bhatia, of the students food and survey office at the municipality’s Food Safety Department, said the characters will represent food groups in a fun way. “For example, the almond will be presented in a small size as to educate children that nuts can go with whatever they eat and are easy to carry for snacks.
“The banana will be placed next to yogurt to tell children that both are a great mix together.”
The decision to address children in hypermarkets comes in line with the new school nutrition guidelines introduced by the municipality, soon to be applicable at all private schools in Dubai from the next academic year, 2017-18.
Bhatia said the key is to increase awareness about healthy food before implementing the new school canteen guidelines, and also pro- mote healthy summer eating when junk food consumption is common among kids.
“Nutrition must start at an early age, so it becomes a lifestyle for children,” said Bhatia. She added the campaign will also indirectly help parents in selecting healthier food options for their children and pack the right lunchboxes they can take to school.
Obesity affects 33 per cent of the UAE’s children, in the age group of 5-17, leading to diabetes which already affects 19 per cent of population. Studies showed that the weight gain is largely attributed to our sedentary lifestyle, easy availability and selection of cheap and high calorie foods, and poor nutrition education.
Obesity can lead to chronic diseases like diabetes and cardiovascular diseases even in young or early adulthood, unless interventions are made during school ages.
A qualified expert team will visit the participating hypermarkets and evaluate them based on the effectiveness of their approaches and consumer engagement. The winners will be announced in November based on their cumulative score in both phases.