Kidz Bite Back
Kidz Bite Back Evaluation
Technical Assistance
180 Consulting
Parents Step Up
Familias en Marcha
PSU / Familias en Marcha Evaluation



Big Fat Industries
Couch Potato Companies



Kidz Creed
Big Fat Math
Big Fat Scoop
Big Fat Clock

Parents Step Up is the nation’s first parental responsibility and accountability campaign. The concept of Parents Step Up is that although there are many contributors to obesity – fast food, TV, video games – parents are responsible and ultimately accountable for their child becoming overweight or obese.


But parental responsibility is undermined by what we call Big Fat Industries (fast food, soft drink, junk food industries) and Couch Potato Companies (natl. children’s TV networks), which are making it extremely difficult for mom to raise a healthy family. The average mom has no idea that she is competing against large advertising agencies and corporate MBAs for the health of her children.

It is our experience that parents -- when educated on counter-marketing of Big Fat Industries and Couch Potato Companies – are capable of changing family culture in the form of eating and drinking less fast food, soft drinks and junk food; as well as watching less TV and playing less video games.

Additionally, we have learned that mom’s who see Parents Step Up / Familias en Marcha advertising are willing to take greater responsibility for their children being overweight or obese, but they want resources to help them make meaningful changes in their family culture.

180 is piloting a Parents Step Up kit to increase parental responsibility, and to level the playing field for mom’s in their daily battle against Big Fat Industries and Couch Potato Companies. The Parents Step Up kit also includes a weekly e-zine with practical tips on raising a healthy family. It will be available later this Spring.