Breastfeeding provides an ideal window of opportunity for obesity prevention and may help in the development of taste receptors and appetite control.
The US Centre for Disease Control and Prevention (CDC) considered that there are two potential, cost-effective interventions that can be put into place immediately to deal with the childhood obesity epidemic: decreased television viewing and breastfeeding promotion.
“Artificially fed infants consume 30,000 more calories than breastfed infants by 8 months of age” (equivalent to 120 chocolate bars - 4 a week). Student Study Guide for Breastfeeding and Human Lactation KG Auerbach, J Riordan - 1993
As pressure builds to stop junk food advertising to children, many companies are focussing attention on nutrition and health education in an attempt to re-establish themselves as producers of healthy food. By building public trust in this image they can divert attention from the continued aggressive marketing of unhealthy foods. The education materials and facilities that are produced as a result present an even more complex problem than straightforward advertising because they blur the boundaries between advertising, marketing and education.
Although individual employees often have philanthropic motives, corporations themselves have a fiduciary duty to their shareholders to maximise profits, so the deal will be done with multiple motives:
For example, companies will hope to:
|Schools Feb 12.pdf||3.6 MB|