Lowering Obesity Rate in African Immigrants of Calgary, Canada

Statement of the Social Marketing Goal

Obesity is a global issue which is alike common in developing and developed countries. In this regard, our goal is to inform the Canadian people in general and African Immigrants of Calgary people in particular, about the dangers, symptoms and treatment of Obesity. The problem of Obesity is irrespective of gender, age, location, background or ethnicity. So, it is our utmost effort that our message reaches the every African Immigrant of Calgary city as they could be saved from this deadly disease.

Justification of the Goal

Obesity is Chronic Disease

Obesity is a chronic disease characterized by excessive accumulation of adipose tissue in the body. The cause of obesity can be a metro-endocrine, hypothalamic disorders marked limitation of physical activity without correction of habitual diet (Puhl, & Heuer, 2009). Our experience shows most of all meet alimentary-constitutional form of obesity which is caused by systematic overeating. Obesity and excess weight accumulation are the result of a prolonged energy imbalance where energy intake from food exceeds the amount necessary to ensure the physiological needs of the body. Obesity and overweight are not just an aesthetic problem. The accumulation of fat mass in the body is a risk factor for many serious diseases of the cardiovascular system, type 2 diabetes mellitus, diseases of the liver and gall bladder, musculoskeletal and others. These diseases are found in obesity in 6-9 times more likely than people of the same sex and age, with no extra weight.

Body Mass Index (BMI) is the widely used and well known formula for the calculation of overweight. The basic formula of BMI is to divide weight by height. The weight is represented in k.g and height in meters. In the formula, it is written as BMI = body weight (in kg) / (height (in m))2. There are different uses of this index, but following four levels are standardized (Ogden et al, 2012).Allocated IV levels of obesity

Grade I - the body weight of patient exceeds the normal of a 20 - 29%.

Grade II - the body weight of patient exceeds the normal weight of a 39 - 49%.

Grade III - the body weight of patient exceeds the normal weight of a 59 - 99%.

Level IV - the body weight of patient exceeds the normal weight of a 100% or more.

Symptoms of Obesity

Generally, people with the first and second levels of obesity have not complained. However, the patients of third and fourth level have common complaints regarding the increased blood pressure, shortness of breath, weakness, nausea, swelling of the lower extremities and a bitter taste in the mouth (Pamidi et al, 2011). These patients are also facing psychological problems like irritability, nervousness, bad mood and there is an increased appetite and thirst. In the majority of the cases, the skin of patients is unhealthy and reduction of potency in men and women. This causes menstrual irregularities in females.

Treatment of Obesity

The treatment of obesity is divided into three main groups

Non-drug methods: good low-calorie ...