Mexico State obesity prevention campaign Yo Elijo Ser, Digi Mart USA News (Metepec, Estado de México): The Secretariat of Health of the State of Mexico has joined the federal campaign “Yo Elijo Ser,” a communication strategy that promotes healthy eating and physical activity and seeks to prevent overweight and obesity.
During the campaign’s official presentation in the state, Health Secretary and Director General of the Health Institute of the State of Mexico (ISEM) Celina Castañeda de la Lanza warned that 75 percent of adults in the country live with overweight or obesity. The figure reaches 40 percent among adolescents and exceeds 36 percent among school-age children.
Castañeda de la Lanza described obesity as one of the most important challenges in public health because it directly affects the quality of life of thousands of people. She said the condition can lead to diseases such as diabetes and hypertension, as well as musculoskeletal problems, pain in the spine, knees and hips, and limitations in everyday activities.
Daniel Aceves Villagrán, Director General of Public Health Policies of the Government of Mexico, said four in 10 schoolchildren, five in 10 adolescents and seven in 10 adults live with overweight or obesity. He explained that the campaign was designed based on research into consumption habits, knowledge, attitudes and practices of the population, as well as the barriers that make it difficult to improve diet and engage in physical activity.
Aceves Villagrán said there is no single magic solution to obesity and overweight, but rather a combination of actions and activities that can produce individual and social behavior change.
The strategy includes three communication lines aimed at different age groups: “Estrellas por la Salud” for children aged two to 11, “Come como Campeón y Campeona” for adolescents aged 12 to 17, and “Yo Elijo Ser,” focused on adults. The campaign was developed with the participation of health sector specialists and institutions and with technical assistance from UNICEF.
In its first stage, the campaign will promote the consumption of plant-based foods, a reduction in ultra-processed products and an increase in physical activity.
The campaign will disseminate prevention materials through videos, infographics, posters on digital media and in-person spaces. Materials aimed at adolescents will reach schools, while those for adults will also be distributed in community spaces and first-level health units.
