Dramatic increasees in childhood obesity is alarming regarding to uk have many health professionals concerned in the united kingdom. Future health complications of obese children include heart disease, high blood pressure, diabetes, and high lipid levels bbc 2009ref 0. These chronic diseases can lead to premature death and are extremely costly to treat for the nhs health care.and can lead to premature death. Several studies have demonstrated that obese children will become obese adults in the future. Nhs 2009 asserted, ldquo it is predicted that by 2025, 14% of young people under the age of 20 will be classed as obese. Rdquo this statement highlights that child obesity is a serious problem in the uk and any action has to be taken urgently in order to be taken to prevent tragic consequences in the futurethe future negative outcomes.

In the followingis studyreport, we would like to propose a campaign targetingon child obesity, a campaign that wouldcan effectively communicate wittoh the public the dangers of the current situation and encouragepersuade it them to modifychange their attitudes and behaviours. Firstly, this paper focuses on the review of the issue known as lsquo child obesity'. Secondly, it will discuss two theories applied in the proposedour campaign: cognitive dissonance and guilt appeal and how they have been used to accomplish campaign objectives. The last section will give recommendations to government supportingrelated to theour campaign.

Obesity is the state of being seriously overweight to a degree that affects your health bbc 2009. It is a condition where weight gain has got to the point that it poses a serious threat to health parliamentary office of science and technology 2005. It is measured in terms of a person's body mass index bmi, see box 1 which is determined both by weight and height parliamentary office of science and technology 2005. Bmimi cut off points have been agreed for obese and overweight adults, but for children the situation is more complex parliamentary office of science and technology 2005. Because a child's bmibmi varies with age, different cut off points have to be used to define overweight and obese children depending on age. According to parliamentary office of science and technology 2005 , the following trends have been discovered. Obesity among children has increased overall between 1995 and 2007 while the prevalence of overweight has remained at similar levels.

Overall, in 2007, around three in ten children were classed as either overweight or obese. In 2007/08, around one in ten pupils in reception year were classified as obese 9.6%. Girls in the lowest income group were more likely to be obese compared to those in the highest income group. Obesity occurs when an individual takes in more energy than they expend, although some people are genetically more susceptible than others bbc 2009. The rise in obesity has been too rapid to be attributed to genetic factors, and must thus reflect changes in eating patterns and levels of physical activity bbc 2009. Obesity is caused by two simple factors an unhealthy diet, typically too rich in sugar and fats and not enough fibre and carbohydrate, and not doing enough exercise to burn off calories consumed bbc 2009. Poor diet and nutrition are recognised as major contributory factor for overweight and obesity among children.

Research in 2004 found that as well as fruit and vegetables, less healthy options such as burgers, chips, cakes and muffins were regularly served in secondary schools across the country nhs 2009. These less healthy options were found to be the most popular choices among the pupils, with vegetables and salads, fruit and fruit juices the least popular nhs 2009. More than four in five children considered their diets to be either lsquo quite healthy' or lsquo very healthy'. The majority of children agreed with the statement lsquo healthy foods are enjoyable' nhs 2009. Similar patterns were found among children from low income households to adults. Boys were more likely to consume foods such as burgers and kebabs and girls were more likely to consume foods such as rice, salads and fruit nhs 2009.

Changes in patterns of physical activity and the adoption of more sedentary lifestyles are also likely to be important factors behind obesity parliamentary office of science and technology 2005. A possible rise in sedentary pastimes such as watching tv, playing computer games or accessing internet. Obesity is a risk factor for a range of chronic diseases parliamentary office of science and technology 2005. Diabetes: an obese woman is almost 13 times more likely to develop diabetes, than a woman who is not obese nhs 2009. Osteoarthritis and back pain social and psychological consequences: including stigmatisation, discrimination and prejudice. Research has linked obesity with low self image, low self confidence and depression in children and adults. Research above has shownshows that most children do believe their eating habits and diet are considered to be healthy.