ABSTRACT
Childhood obesity and its associated risks in Malaysia remains a major health concern where at least one in five of children are affected. Media engagement with the public on the outbreak of Covid-19 had since overshadowed these health issues. Measures for social distancing and containment through the Movement Control Order (MCO) presented challenges for parents in making healthy food choices and dealing with unforeseen sedentary lifestyles. The study examined perceptions of parents towards health communication, how parents ensure their children abide by healthy eating habits, and how they seek information on childhood obesity intervention during this period. The positive deviance (PD) approach argues that champions of innovative ideas on maintaining good health are found within the communities rather than a change agency's prescription. The study obtained input from parents in the Klang Valley through semi-structured interviews. Thematic analysis findings show that parents from M40 and B40 communities have insufficient information on nutrition for childhood development and prioritize convenience over long-term effects due to their hectic routines and household income. Positive deviant (PD) T20 groups are found to be more efficient in managing and applying knowledge due to their higher health literacy and communication within their social groups. This outlines the gap on effective communication strategies to improve health literacy of the public.