An integrated campaign will be launched today by NHS Birmingham East and North to communicate to parents the need for them to have control over their children’s eating habits.

The campaign, by Dr Foster Intelligence, will run across online and poster and include a series of workshops over a four-week-period.

The campaign will target areas within the region which have a high rate of childhood obesity, which can lead to health problems such as heart disease, type two diabetes and strokes, among other health risks.

Six-sheet posters featuring photographs taken by celebrity photographer Rankin will be used to highlight the potential consequences of childhood obesity later in life.

The pictures of young children, with captions including ‘Ollie Webb, Heart Attack Age 35’ and ‘Asif Khan, Stroke victim Age 31’, are designed to convey the serious long-term effects of childhood obesity and will direct people to the supporting website where they can find out more about the campaign.

The workshops have been developed with parenting consultancy Kidology, and will give parents practical advice on portion size, how to manage snacking, and tips on how to implement changes at home to encourage healthy eating as well as doing more exercise as family. Attendees will also be invited to a follow-up workshop a couple of weeks later, to talk about how they are getting on and to ask questions about any problems or challenges they are facing. 

While their parents take part in the workshop, the children will be read a short story called ‘I’ve Had Enough’, which will teach them about eating the right amount of food for their size. Those coming along to the workshops will be given a copy of this book for free as well as a bowl, plate and cup indicating appropriate portion sizes for their children to use.

Nicola Benge, director of health improvement at NHS Birmingham East and North, said: “In today’s society, with easy access to fast food and less opportunity for activity, it is becoming harder to help children to follow a healthy lifestyle. 

“Parents have told us that they want to do the best for their child and would like the tools to help them achieve the right balance, so these workshops and website offer practical tips for parents on how to make healthy eating and sensible portion sizes a part of everyday family life.”