MORE THAN €1.3 million is being invested in a new all-island campaign to curb obesity among children. It will strongly urge parents to be role models regarding good nutrition and healthy physical activity.
Major new research conducted as part of the new promotion that was launched yesterday has found that nearly 20 per cent of families now eat their meals in front of the television at least four times a week and this could result in bigger portion sizes and the neglect of dietary concerns.
The research found that although two-thirds of families now eat dinner together, only half eat breakfast together.
In relation to physical activity such as walking, cycling or playing outside, many households were said to maintain a sedentary lifestyle and parents cited the Irish weather, safety concerns and insufficient local facilities as barriers to exercise.
The new Little Steps Go A Long Way initiative is aimed at encouraging parents to alter how they shop and cook for their children, along with endorsing efforts involving exercise.
Small changes can make a big difference to children's health, said the Health Service Executive (HSE), Safefood and the Health Promotion Agency for Northern Ireland which are all working together to spearhead the new campaign. It will include radio, television and outdoor advertising, along with a dedicated website.
The organisation hopes to work together on the issue for the next five years as obesity is a "societal issue that requires a sustained effort over a long period", they said.
Disadvantaged areas where there are significant health inequalities will also be targeted.
Research commissioned for the Little Steps campaign involved face-to-face interviews with more than 800 parents in April and May.
Dr Cliodhna Foley Nolan, director of human health and nutrition with Safefood, said the three agencies involved in the collaborative effort were not trying to "demonise" the "danger foods" that contain high fats, sugar and salt.
She said there was an over-availability of these foods and they should be taken as top-shelf treats. Ms Foley Nolan said there was a big gap between what parents know is good for their children's dietary health and what they are actually doing to improve this.
Mums, dads and other guardians were influenced by advertising and went for the most palatable, instantly acceptable foods to avoid hassle, argument and waste, she said.
Catherine Murphy, a health promotion director with the HSE, said the portions in shops or restaurants could be two to three times the recommended guidelines.
She advised parents to encourage their children to eat to their appetite, to exchange the likes of popcorn for crisps, to provide smoothies as fun in-between snacks, to read labels when shopping for food and to stock up on a "health store cupboard".
Research carried out in 2005 showed that 11 per cent of children in Ireland, aged between five to 12 years were overweight and 11 per cent were obese.
Parents can request a free booklet on the subject by calling 1850 24 1850 or by logging onto www.littlesteps.eu.
Obesity doctor Eva Orsmond welcomed the new campaign, but said such measures were "far too late" for kids who were already obese and said doctors should have a key role to play in such efforts.
The new campaign is being launched in Belfast today. The second phase of the initiative will begin in August prior to the schools' return.