The evidence base suggests that, if carefully created and deployed, social marketing can make an The evidence base suggests that, if carefully created and deployed, social marketing can make an important contribution in combating obe
important contribution in combating obesity. sity. This report depicts the social marketing plan toThis report depicts the social marketing plan to overcome obesity and to encourage youngsters to do more physical activities. This plan consists of overcome obesity and to encourage youngsters to do more physical activities. This plan consists of campaign of marketing and communication. The objective of this campaign is to change the life style campaign of marketing and communication. The objective of this campaign is to change the life style of youngsters.
Serial number
Content
Page number
1
Social / Health issue
1
!nvironmental analysis
2"
#ompetition analysis
4$
Target market profile
5%
&ehavioural drivers 'barriers (
benefits)
6
*
Theory underpinning strategy
7+
Social change objectives and
potential Strategy recommendations
8
Social/Health issue:
To begin ith, Health is a state of total physical, mental and social ell being, but noadays because of modern lifestyle of people, health gets affected. Physical activities increase the audacious
circulation in the body and these are available in various forms. ne of the forms of physical activit y is e0ercise. Physical activity performed in a structured manner improves the physical fitness of t he body. nvolvement in any type of physical activity on a standard basis leads to minimisation of the
risk of physical health. 2iseases like cardiovascular disease, t ype diabetes, hypertension and cancer may be controlled. 'betterhealth, 31%) The modern environment promotes life style of youngsters that is inactive in nature. n this modern era, besit y is very common problem among teenagers and youngsters. besity is a physiological condition characterised by an e0cessive accumulation of body fat, specifically the build4up of adipose tissue beneath the skin. '5uaraldi, 31%) &y solving this health issue in all over the orld ould be i mproved the livelihood of youngsters. #onsciousness has to be spread among the young adults in addressing these elementary issues. This ill make sure long life and ell being of the young people. n 313, it as noticed by 6ustralian nstitute of Health and 7elfare that % 8 of the youngsters in 6ustralia are obese or overeight and it has doubled recently and it is predicted that this ill increase in coming years. The main reasons for being obese are the bad food habits and the lack of physical activity among the youngsters. This is the reason of long and
short term diseases in young people. 9oungsters all over the orld are unaare t hat fruits and
vegetables are beneficial for them and they indulge themselves in junk and fast food. t is ver y vital to have good eating habits during adolescence. 5roth and normal development ill take place if they consume food that is highly nutritious food. 'Sue 9.S. :imm, 33)
The application of the principles of marketing to achieve specific behavioural goals is knon as social marketing. The procedure of social marketing ill endorse boost in physical activity among young 6ustralians and outcome in overall healthy eight and healthy lifestyle by;
• 6 segmentation model is created and target individuals are identified in this model. <or these
types of people help is re=uired. These days> youngsters lead very inactive life and they need to change their lifestyle and attitude.
• The reasons for the attitude and behaviour of individual are given. • 6 communication campaign is formed to transform the attitudes.
• The attitude of the people could be changed by providing them ith some sort of products
'such as =uestionnaires, handbooks and eb content).
• The campaign might be done ith association of the non governmental agencies and
commercial organi?ations that ould be brought the variation in the behaviour of the youngsters and boost their physical activity.
&ut, impact of the behaviour should not be short term because this behaviour should be permanent. The scale of marketing should be big. The marketing campaign should create
appro0imately 1.$ million responses from families and youngsters ho lead an inactive life. 6 management program of customer relationship ill be developed ith at least 1, 3, 333 of the respondents to change in behaviour. ':otler, P., ( @ee, A., 33B)
Environmental Analysis:
n 1st century, everything has changed than past. Teenagers and youngster of this century have totally
different lifestyle than the people of past. This is the key reason of increase in obesity in teenagers and youngsters. 6 child lives in a society. The family, community, friends, schools and colleges are mostly affecting the habits and lifestyle of a child. 6 child ill definitely adopt hat he feels and see in his society and his/her surrounding environment. Aoadays s ociety has become recognised by
environments that encourage more consumption of unhealthy food and physical inactivity. t could be hard for youngsters to make choice of healthy food and to do enough physical activities hen they live in environment that is influenced by;
Advertisement of Unhealthy foods:
&asically, in all middle and high schools all over the orld allo to advertise unhealthy food by
hich students get rong impact and they could not stop themselves to choose unhealth y food as their regular diet. 6dditionally, media alays target children and adolescents to advertise food that is high in calories, sugars, salt and fat and has feer nutrients. #hildren are very innocent the y alays do hat they normally see around themselves. So hen they just see advertise ment of non healthy food all around themselves they cannot control and eat non healthy food and avoid fruits, green vegetables and salads. '2ivision of Autrition, Physical 6ctivity, and besity, 31%)
Figure 1 (Guaraldi, !1"#
Fe$er safe and a%%ealing %laces to %lay or for %hysical activities in communities:
n this fast4paced orld, all communities are architect in ay that makes it hard and unsafe to be physically active. <or many families it is very hard to go regularly to parks and recreation centres and public transport may be unavailable. There are very fe safe routes for alking or biking or to play.
2ue to it children prefer to play video games and atching TC and some time parents also allo them to do that because they feel their child ill be unsafe if they ill go out to play or to do physical
Figure (safe &ids $orld $ide, !1"#
'nadeuate access of afforda)le healthy food:
Some people have limited access to store and supermarkets from here they can get healthy, affordable food like fruits and vegetables, especially in rural, minority and loer income societies. Some time it is hard for parent to choose healthy food for their kids ho li ve in area that is full of food retailers that sell less healthy food like as convenience stores and fast food restaurants. '2ivision of Autrition, Physical 6ctivity, and besity, 31%)
Greater availa)ility of high energy dense food and sugar s$eetened )everages:
High energy food are full of calories even in each and every bite and according to a recent study this type of food diet lead to higher risk for e0cess body fat during childhood. Sugar seetened beverages are biggest source of added sugar and essential contributor of calories in the diet of children.
Aormally more than 38 of youth drink this sugar seetened beverages every day because it is easily available to them and they get addicted to it. '2ivision of Autrition, Ph ysical 6ctivity, and besity, 31%)
Figure * ()etterhealth, !1"# 'ncreasing si+es of %ortions:
Portion of unhealthy foods and beverages have accelerated over time in restaurants, grocery shops and vending machines. t is shoed by the research that children and youngsters eat more ithout feeling it if they are served bigger portions. t means by doing this the y can consume a huge amount of e0tra calories, especially hen eating high4calories food. '2ivision of Autrition, Ph ysical 6ctivity, and besity, 31%)
Figure ()etterhealth, !1"#
-om%etitive analysis:
There are many other campaigns that also ork on the same issue. besit y has become a major issu among youngsters so it is very important to fight ith that. The need of hour is no to change the situation otherise later on it ill be ver y hard to change to the situation. So like this campaign some other social marketing campaigns are also contributing in market to solve the issue. The information about these campaigns is given belo;
Active Smart
6ctive Smart is a orld4first physical activit y participation program model based on the internationally recognised strategy used b y the Travel Smart program. t orks on tailored information, resources and personal contact to motivate and encourage people to participate in physical activity.
.ra$ the ine
The objective of 2ra the @ine campaign is to stop unhealthy eight gain among 7estern 6ustralia. t is the first eight related campaign that as run in 7estern 6ustralia. 'be active, 31%)
Get on 0rac& -hallenge
6n initiative of 2iabetes 76, funded by the 2epartment of Health, the 5et on Track #hallenge is a free of any cost, full of fun and entertaining activity and it is a team based activity for youngsters. 'be active, 31%)
y Healthy 2alance
t is developed by 2iabetes 76, Dy Healthy &alance is a free program runs on internet that could provide you ith the information, skills and confidence to live a healthy, balanced lifestyle. 'be active,
31%)
This is run by the department of Transport, it promote people to use cars less and to choose alternatives such as alking, cycling, and public transport. 'be active, 31%)
Un%lug and 3lay
t is developed by the Heart <oundation, the Enplug and Play Parent #ampaign targets parents in 7estern 6ustralia to aare them about urgent need for children to spend more ti me in active play and less time using TC, electronic games and the internet for entertainment. 'be active, 31%)
0arget analysis:
The target audiences for the program of market are youngsters and children. The main focus is on youngsters of age 1 to "3 years and study in either school or colleges or could be professionals ho ork. n short e can say people ho have fast paced life. They cosset in a inactive life style and specially have unhealthy food habits. The y alays prefer fast food and junk food. These age group people hardly indulge themselves in physical activities. The rate of obesity is increasing among people of this age group and they are suffering from major health issues. This mainly emphasis on
school and college students of age 1 to "3 Segmentation of target grou%:
n this plan families are divided on the basis of ris k level toards obesity. The school going kids ith high risk of obesity because of lack of physical activities ill came in one group. The another group ill of college students and youngster having rong food habits.
The main influence of target groups is;
1. Parents and family members ho can influence youngsters and can tell them importance of physical activities.
. School and college teachers as ell as educational professionals. ". 2octors and health professionals.
$. #ollege and school friends.
0arget audience )ehaviour changing:
&asically, there is no model for change in behaviour and accepted universally for increase in physical activity. Some possible and victorious principles have been used for the present program that has been originated to be successful earlier. There are to stages that are found to change in the behaviour are mentioned belo;
1. 6ppropriate re=uirements should be created to change in behaviour
. There should be support for individual in their journey of change in behaviour. <or appropriate re=uirements the conditions are given belo;
• There should be some reason to sho dissatisfaction for the present time si tuation. • To build a positive image of the future.
• 6 person should have belief that he or she can change the behaviour of the other
person.
• 6 person should have a reason for action.
There are some preconditions that can be used to encourage youngsters to follo the ay in hich there are many physical activities and by adopting these preconditions youngster can vary their behaviour. &ehaviour can be changed if youngsters kno that physical activit y can lead them to physical inactivity. 9oungsters should have information about hat they desire to change and should have faith that a change in their lifestyle is also possible.
The plan of marketing has given elements.
There should be prepared some =uestionaries that can help to have an face to face interaction ith the targeted audience.
There is very poerful eapon that is mass media it can be also helpful to spread the aareness related to the benefits and goodness of physical activities.
Practical goals should be set by the families of targeted audience to change their behaviour to complete their desires.
People should be remembered their goals and they should be reorgani?ation of the achievement. To follo the change incentives could be arranged.
2ehavioural drivers: ()enefits and )arriers# 2enefits:
Physical activity is very important for a healthy life for youngsters. t i mproves the circulation of blood in body and helpful for a good and healthy lifestyle of an individual. 9oungsters ill remain
healthy for longer duration of time ill be more active and it ill keep youngsters aa y from major diseases like diabetes, cancer and other killing diseases. Some other benefits of physical activity is outlined belo; '&enefits of physical activites, 31%)
3hysical activity is hel%ful for the develo%ment of )rain:
&rain is main organ of a body. Physical activities hether it is in any form alays be helpful for the development of brain. t increases the cognitive functioning of brain and leads to the good memory and behaviour of the youngsters. Students ill do improvement in their studies and they ill achieve a lot in their academic field. So, overall physical activity is very important for the overall
development of youngsters. '&enefits of physical activites, 31%) 3hysical activities can %revent chronic diseases4
Ao doubt, if youngster ill live an unhealthy lifestyle and ill eat more junk food ithout doing any physical activity they ill suffer from chronic diseases. t can be easily noticed that a large part of
orld population is suffering from chronic disease. The rate of mortality and morbidity has decreased due to physical activities. f youngsters do physical activities the y can save themselves from diabetes and other chronic diseases. Physical activities can be also helpful in case of depression. t loers the problem of depression. '&enefits of physical activites, 31%)
3hysical activities hel% to )uild muscles:
!very youngster dreams to be like the superstars and ant to have muscles and good body like them. Physical activities counter a very crucial part to build muscles and lose eight. !0ercise is a good method to keep bones and muscles healthy. The joint related problems can be diminished b y physical activities. '&enefits of physical activites, 31%)
3hysical activities $ill strengthen the immune system:
The immune function of the body can be improved ith the help of regular physical activity. t
encourages circulation of blood. The risk of infectious diseases condenses. Doderate orking out like cycling and jogging controls the risk of diseases. 9oungsters can lead a healthy life for a longer
duration of time by regular e0ercising. '&enefits of physical activites, 31%) 2arriers:
Technological advances have made life of youngsters very convenient and easy. 9oungsters alays ant to live in comfort ?one. They have become couch potatoes. 6ll this advancement i n technology made life inactive and many personal variables that include physiological and behavioural factors could affect the plan of youngsters to become more physical active. n fact, the 13 most common reasons adults cite for not adopting more physically active lifestyles are given belo; '2ivision of Autrition, Physical 6ctivity, and besity, 311)
1. 2o not have time to do e0ercise; 9oungsters alays have burden of studies and other things. They alays think they do not have enough time to do e0ercise and physical activities. They prefer to hang out ith friends, do parties, atching TC, plays games etcetera instead of doing physical activities. t could be said that it is just an e0cuse of youngsters. They think that they
do not have time to do e0ercise but if they ant the y can take out some time for e0ercise. . <ind inconvenient to do e0ercise; youngsters feel inconvenient to do e0ercise because it is
little bit hard sometime for them. These days> youngsters alays prefer to live a comfortable life. They do not ant to come out of their comfortable ?one.
". @ack of self motivation; some youngsters are happy as they are. They are not motivated to do physical activities to become healthier. They just spent their time in sedentary lifestyle.
$. 2o not find e0ercise enjoyable; 9oungster loves to do party not to do e0ercise. They do not find it enjoyable. They do not reali?e that it is essential for their health.
%. @ack of confidence to reali?e that they have efficiency to do physical activities; Some youngsters feel that they cannot do physical e0ercise because they are not capable to do it. They are not physical capable to do e0ercise.
*. 6fraid to be injured; Some youngsters have fear in their mind if they ill do any physical activity they can get injured so they feel better to avoid physical activities.
+. n youngster there is lack of skills of self management like the ability to set their personal goals, check their progress or reard progress toard such goals.
. There is lack of encouragement, support, or companionship from family, friends and peers. B. There is no availability of parks, sidealks, bicycle trails, or safe and pleasant alking paths
convenient to their homes.
13. 9oungsters and children alays follo their parents. f parents do not do physical activities and e0ercise. 9oungsters do not take interest in it.
'2ivision of Autrition, Physical 6ctivity, and besity, 311)
0heoretical under%innings for )ehaviour change: -am%aign of mar&eting 5 communication: Approach of marketing:
The marketing approach can be victorious ith the mutual attempt of health professionals, colleges, government organi?ations, A5s and advertising. The target group need to understand the value of physical activity by their marketing campaign. 5overnment can take vigorous contribution in the
social marketing plan for mounting physical activity among youngsters by distributing the communication program across the various departments 4 '5uaraldi, 31%)
1. The transport department could use materials that promote alking and cycling as a means of physical activity.
. Simming may be promoted by the #ulture, media and sport departments.
". 2epartment of food ould be accountable for campaigning the health benefits of healthy lifestyle.
A5s can use advertising campaign to advertise the aim of the program and summari?e the reasons behind the program. 6areness should be raised ith the help of these programs that lack in physical activity ill lead to gain in eight and disease. A5s already aare of the importance of physical activity in the lifestyle of an individual but the advertising campaign ill promote the message that they ant to communicate. The government campaign ill receive trust from the public. 'safe kids orld ide, 31%)
Strategy of communication:
&asic variations should be brought in the lifestyle of the individuals to maintain a healthy lifestyle. !ffective communication ill act as a channel and implement essential changes in the behaviours of the individuals. #ommunication strategy ill achieve the given goals;F 1. !nhance the aareness among the youngsters about the significance of physical activity. . 5iving them strategies to apply the change in the behaviour.
". pinion to be offered in order to transform the sedentary lifestyle.
$. &ringing aareness among the people that the lifestyle choices of the youngsters are threatening and it can lead to chronic diseases.
'besity prevention source, 31*)
Social change o)6ectives:
ar&eting %lan im%lementation:
There ill be a 1 month marketing plan ill and the folloing stages ill be included in this plan. Marketing Mix:
Social marketing is often knon as 1P marketing. 6dvertising and branding plays a vital role for success marketing plan.
1. The relation ith the partners, activists and A5s ill remain for 1 months and ith the help of government agencies and commercial partners the netork ill be build. Social media can be helpful for the promotion of importance of physical activities.
. &randing should be done in a effective ay ith the help of inspiring themes.
". 6n advertisement ill be launched by using television, nespaper, and social media that ill talk about importance of physical activity instead of only obesity and chronic disease.
$. 6n application could be used that ould have =uestionnaire related to the issues of health that can be result of physical inactivity. This ould be published in <ace book.
%. Parents and the family members can help their children to achieve their goals. They can indulge in physical activity ith their motivation.
*. Support and encouragement should be provided to the families from time to time to change the sedentary lifestyle of the youngsters. This ill be possible by making the physical activity attractive and motivating the individuals to live a healthy lifestyle.
+. The press could play a vital role in spreading the aareness about the benefits of physical activities.
'@efebvre, 31$)
7ecommendations:
The main aim of the social marketing plan is to change the sedentary lifestyle of the youngster>s Physical activity is very essential for health y lifestyle. The campaign should be big enough to raise the aareness among common people. The marketing campaign should be available to the ma0imum audience in the time period of 1 months. The success of the campaign should be monitored regularly. 7ithout a doubt, The marketing campaign ill be successful if it is capable to bring a change in behaviour of the youngsters. The assessment of the programme might be measures by the achievement in spreading aareness and changing the attitude of the youngsters. '@efebvre, 31$)
Reference List
be active. '31%, may 1%). -etrieved january "1, 31*, from 76 programs and campaigns; http;//.beactive.a.gov.au/inde0.phpGid133B
Benefits of physical activites. '31%, october B). -etrieved january %, 31*, from AH; https;//.nhlbi.nih.gov/health/health4topics/topics/phys/benefits
betterhealth. '31%). -etrieved january *, 31*, from department of health and human services; https;//.betterhealth.vic.gov.au/health/healthyliving/physical4activity4overcoming4the4barriers Division of Nutrition, Physical Activity, and Obesity. '311, <ebrurary 1*). -etrieved january *,
31*, from vercoming &arriers to Physical 6ctivity;
http;//.cdc.gov/physicalactivity/basics/adding4pa/barriers.html
Division of Nutrition, Physical Activity, and Obesity. '31%, june 1B). -etrieved january , 31*, from #hildhood besity #auses ( #onse=uences; http;//.cdc.gov/obesity/childhood/causes.html 5uaraldi, <. <. '31%). Iournal of the 6ssociation of Physicians of ndia. JAPI , 1"*.
:otler, P., ( @ee, A. '33B). Up and out of poverty. 7harton School Publishing.
@efebvre, -. '31$). Social Darketing and S ocial #hange. Strateies and !ools "or I#provin $ealth, %ell&Bein, and the 'nviron#ent .
Obesity prevention source. '31*). -etrieved january B, 31*, from obesit y conse=uences; http;//.hsph.harvard.edu/obesity4prevention4source/obesity4conse=uences/
safe (ids )orld )ide. '31%). -etrieved january , 31*, from #hildren narional health system; http;//.safekids.org/safe4roads4safe4kids
Sue 9.S. :imm, D. D. '33). 2ecline in Physical 6ctivity in &lack 5irls and 7hite 5irls during 6dolescence. !he ne) enland *ournal of #edicine , +3B4+1%.
Sue 9.S. :imm, D.2., D.P.H., Aancy 7. 5lynn, Ph.2., 6ndrea D. :riska, Ph.2., &ruce 6. &arton, Ph.2., Shari S. :ronsberg, D.S., Stephen -. 2aniels, D.2., Ph.2., Patricia &. #raford, 2r.P.H., Jak . Sabry, Ph.2., and :iang @iu, Ph.2. '33). 2ecline in Physical 6ctivity in &lack 5irls and 7hite 5irls during 6dolescence. !he ne) enland *ournal of #edicine , +3B4+1%.
