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Scenario:

Since last decade, it has been observed that children are not engaged in any physical activities, the barrier for which is the nonphysical entertainment options which have grown in recent years. Not only the number of channels has increased on cable TV but the use of internet has grown substantially. Even in Pakistan, the access of internet to children has increased so much in recent years without any parental control which has led the children to spend more time in these nonphysical activities resulting in various health issues. Moreover, a major decline has been seen in physical education and activities at school. 

This dilemma led the Government take a step and starts a campaign to promote physical activities in kids (aged between 7-16 years) by arranging camps, sports competitions on regional and national level and certain different events. As part of the campaign, an advertisement has been designed with the theme “that’s what you do”, showing kids playing different sports, planned to be run on TV. The campaign specifically targeted children without giving any direct attention to parents, teachers or any other influencers.  

Requirement:

  • As in Pakistani culture, the kids are greatly influenced by their parents in terms of the activities they perform; thus, the current strategy of focusing only on kids during campaigning is enough or the campaign should also focus on parents? (2 marks)
  • Give at least two logical reasons. (3 marks)

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