There’s a growing movement out there to encourage us all to be more active… being a TV sloth or a technology nerd is the short fast way to early demise. Or to an extremely unhealthy lifestyle which will probably be riddled with sickness and ill-health.
Intermountain’s LIVE campaign hopes to counteract that – and Parkour, being cool and trendy, and also an inner-city sport, fits their bill for “an advertising campaign which alerts parents and children alike about the importance of increasing their physical activity and adopting healthier eating habits to prevent obesity”.
“It doesn’t matter how you’re active,” a narrator explains at the end of the video. “Just be active.”
‘In a scene familiar to millions of American households, a couch-bound teenage boy appears totally absorbed by television. But when the teenager’s mother asks him to retrieve a laundry basket, a simple request turns into a Parkour tour-de-force. The teenager quickly dons a helmet, jumps out of a window and speeds his way around an urban neighbourhood. Deftly performing rapid hand springs, side twists and back flips, he literally tumbles and races back home to retrieve the laundry basket. When his mother asks him to also turn down the television, the teen responds by – once again – jumping out the window.’
We recently watched Jamie Oliver’s Food Revolution series broadcasted from LA. The message it brought home to interested viewers was appalling. The food kids are being fed at schools! And the die-hard attitude of some school governors. Not only the schools I hasten to add. The fast-food joints too. And the one heart-warming story in that morass of disinterest was the single father and his two boys who wanted desperately for something better – and have relished their change of diet.
“According to the CDC (Center for Disease Control and Prevention), obesity in adults (in America) has increased by 60% within the past twenty years and obesity in children has tripled in the past thirty years. A staggering 33% of American adults are obese and obesity-related deaths have climbed to more than 300,000 a year, second only to tobacco-related deaths.”
We all know that statistics can be made to fit whatever scenario you wish them to fit, but there is no denying the fact that not only America but the whole world has a major obesity problem.
We have lived in France now for 10 years, a country with traditionally slim people. It, too, is getting fatter and there are, apparently, more McDonalds in this country than any other country outside America. FRANCE! That country that is so arrogantly proud of their food culture… and, sadder than that, whose ‘boulangerie’s’ (bakers) and ‘boucherie’s’ (butchers) have traditionally supplied enviably delicious healthy ‘fast-food’ alternatives. With an unhealthy diet combined with the fact that there is no sport at school (you have to join clubs outside school hours to partake of a sport) this is only going to increase their growing obesity problem.
What is the world coming to!!!
Good luck to the LIVE campaign – it is a worthy cause.