Individual Essay MKTG3009 - Make Healthy Normal PDF

Preview

Summary

Download Individual Essay MKTG3009 - Make Healthy Normal PDF

Description

45201137 – Make Healthy Normal Social Change Marketing Background – Make Healthy Normal Campaign The “Make Healthy Normal” (MHN) campaign is an NSW Government initiative launched in 2015. (Make Healthy Normal - Healthy eating, 2020). The MHN campaign is aimed at challenging the concept of being generally unhealthy as a result of poor nutritional choices (Kite et al., 2018). The campaign is comprised of a large internet webpage offering educational and practical tools, addressing a range of objectives linked to nutrition. Objectives include; increasing awareness of risks and life quality relating to obesity, encouraging individuals to rethink their meaning of ‘normal’ by juxtaposing this against healthy choices, increasing awareness of tools and programs specific to their needs, planting the seed for long term changes in awareness, behavior and attitudes which will overall reduce obesity levels within NSW (Kite et al., 2018). The campaign is aimed at all Australians as the target audiences for the behavioral change with mention of sub audiences of interest (Make Healthy Normal - Healthy eating, 2020). Poor nutrition is inextricably linked to chronic issues such as obesity (Kruger et al., 2014). In 2015, 7.3% of disease was linked to poor nutrition (Food & nutrition Overview - Australian Institute of Health and Welfare, 2020). Poor nutrition impacts the development of a lifestyle norms such as obesity intergenerationally as well at the overall health care cost and strain it places upon the healthcare system within NSW (HealthStats NSW Overweight or obesity in adults by socioeconomic status, trends, 2020), (Kruger et al., 2014). According to NSW health the economic impact of obesity in NSW in 2008 was 19 billion dollars (HealthStats NSW Overweight or obesity in adults by socioeconomic status, trends, 2020). In 2015, at the time of the campaign release 52.5% of the NSW adult population was overweight or obese, with a significant amount of individuals within NSW also falling short for indicators of prevention of obesity when looking at modifiable risk factors such as sound nutrition (Kite et al., 2018). Furthermore, within the NSW ATSI population during 2015 57.5% were overweight or obese linked to malnutrition (Kite et al., 2018). The target market is NSW adults at large and a subgroup of interest within this is NSW adults of ATSI descent. Upon analyzing the target audience for the campaign, it is obvious that parents have a significant impact on their children's dietary choices. Thus, this campaign is also targeted for this category with the aim to break the cyclical intergenerational nature of obesity and chronic health markers as a result of poor nutrition. External factors that contribute to the health crisis of malnutrition include increased accessibility to fast food alternatives through increased at home delivery services and socioeconomic barriers that form accessibility issues to healthy nutrition sources (Kruger et al., 2014). In 2015, 59% of individuals who fell within the 5th quantile of socioeconomic disadvantage were either overweight or obese. Encouragement of poor nutritional choices include fast food outlets as well as lifestyle promotions that do not include healthy eating and exercise such as influencers (Milligan, 2014). Factors that may be associative or triggering to poor nutritional choices include mental illness such as depression and anxiety, to which there is a strong link (Kohatsu, 2005). Make Healthy Normal Campaign

The MHN campaign objectives are clear; “We are committed to supporting healthy eating and active living in NSW and reducing the impact of lifestyle-related chronic disease” (Make Healthy Normal Healthy eating, 2020). The target audience is very broad and can be identified as all Australians looking to lead a nutritionally sound and disease-free lifestyle (Make Healthy Normal - Healthy eating, 2020). This is known through the variety of tools that are available through MHN campaign website which makes mention of sub audiences of interest such as, over fifties, aboriginals, individuals and children (Make Healthy Normal - Healthy eating, 2020). The aims, behavior and intended outcomes of MHN are clear, detailed and appropriate. SHIFT Framework The SHIFT framework is based upon the understanding and cultivation of sustainable consumer behavioral change (White, Habib and Hardisty, 2019). The framework is useful in identifying obstacles to social change as well as aiding social marketers to understand the value that their service or product provides to the consumer (White, Habib and Hardisty, 2019). The framework identifies five key psychological factors that positively effect desired behavioral outcomes being social influence, habit formation, individual self, feelings and cognition and tangibility (White, Habib and Hardisty, 2019). Health Belief Model The health belief model (HBM) is a behavior change theory used by social marketers to explain and understand attitudes and beliefs of individuals (Mohebi et al., 2013). The HBM assesses constructs being the perceived susceptibility to the condition, perceived severity, perceived benefits, perceived barriers related to performing the action and cues to action (Jeong and Ham, 2018). In assessing MHN campaign, change constructs such as seriousness, benefits and barriers have been focused on as blocks to the desired behavioral change within the target audience. The HBM is based on the understanding that a person will change their health related behaviors if they are able to change the negative action, able to see results from the action and feel they are capable of undertaking the action (Webster, Carter, D'Alessandro and Gray, 2013). The MHN campaign addresses the severity of poor nutrition in a digestible manner for the target audience by referencing outcomes such as chronic disease and obesity (Make Healthy Normal - Getting healthy starts with small steps, 2020). The campaign brings to light the benefits of altering poor nutritional behaviors e.g. not eating fresh fruit and vegetables by detailing the benefits of enhancing one's nutritional intake (Make Healthy Normal - Getting healthy starts with small steps, 2020). This is done through the describing of words and feelings associated to the behavioral change, such as “happier”, “healthier"," disease free” fostering an emotional connection and outcomes of the behavioral change (Kite et al., 2018). The campaign also goes as far as to display the impact of the desired behavior on mental health and general wellbeing with a dedicated tab to this benefit furthering the target audiences knowledge and understanding of the multi-faceted benefits of the desired behavior (Kite et al., 2018). Through the demonstration of how the desired behavior can bring about various benefits, MHN has built a strong case for the benefits of enhancing one's nutrition. Barriers to the behavioral change are mainly time and education, both have been addressed thoroughly in the campaign. These barriers are addressed within the campaign through aspects such as the “shop smart shop healthy” initiative which

delves into time saving tips to complete grocery store trips (this can also be identified as the first actionable step to changing the behaviour) (Make Healthy Normal - Getting healthy starts with small steps, 2020). Another barrier to changing the change is linked to the overarching campaign goal of education. Lack of education about proper nutrition leads to poor nutritional choices and can be identified as a major target audience barrier to performing the healthy behaviour. The campaign has addressed this barrier through the multitude of educational content available e.g. how healthy are your habits quiz and food calculators Looking at the MHN campaign, three out of the five SHIFT factors apply, being habit formation, individual self and tangibility. The framework can help to address the attitude behavior gap that is commonly observed in the update of social change in consumers (White, Habib and Hardisty, 2019). MHN uses habit formation to impart the campaign message as they provide digestible and practical development and application of habits such as healthy and effective shopping behaviors , supporting the development of more appropriate nutritional choices. This is observed through the development of the ‘shop smart, shop healthy’ module within the campaign aimed at targeting implementation intensions while making it simple for consumers to shop and in turn eat a nutritionally balanced diet (Make Healthy Normal - Healthy eating, 2020). Elements of individual self-influence are also visible in the messaging of the campaign particularly in terms of self-concept, self-consistency as well as self-interest (White, Habib and Hardisty, 2019). This is exemplified through the messaging being based mainly upon the positive effect that the encouraged behavior can have on oneself e.g. “we can help you find one small change in your day that will help you feel better and healthier for longer” (Make Healthy Normal - Healthy eating, 2020). The campaign leverages the messaging to clearly target self-influential factors as aforementioned in order to influence behavioral changes leading to a healthier lifestyle. The campaign imparts elements of tangibility using the vehicle of knowledge accompanied by providing tools such as food calculation templates which deliver tangible outcomes such as correctly portioned and health conscious meals tailored for the individual and their goals. Marketing Mix Product Within the MHN campaign the core product offering is the benefit of a disease free and healthy lifestyle which enhances overall wellbeing (Gordon, 2012). The actual product is the development of a nutritionally denser diet among the target audience which also includes tangible means such as the development of nutritionally sound meals (Gordon, 2012). The augmented product includes the offering of recipes and calorie quizzes to aid the behavioral change. The product offering is attractive to the target audience due to the depth of education and understanding that is provided to aid in the development of the desired behavioral outcome (Gordon, 2012). Price The price of desired behavioral outcome (individuals developing a more nutritionally dense diet) can be linked to both monetary and non-monetary outcomes that can be classified as disincentives to the behavioral change. (Gordon, 2012) Monetary outcomes include the higher cost to feed a family (one of the identified target audiences for the campaign) a nutritionally dense diet rather than a traditionally

unhealthy diet compromised of processed fast food which is typically a less expensive alternative (Vandevijvere et al., 2018). Price in terms of non-monetary outcomes are linked the to larger periods of time needed to shop for and prepare nutritionally favorable meals (Vandevijvere et al., 2018). The abovementioned act as barriers to the undertaking of the desired behavioral change and can be classified as influential in terms of the target audience's decision. Place Place in terms of the MHN campaign refers to two locations where the desired behavior will be performed these are at the grocery store as well as at their residence (Gordon, 2012). Supermarket accessibility is impacted by factors such as lack of transport, leading to unhealthy decisions e.g. takeaway delivery food (Farber, Morang and Widener, 2014). Once the individual is in the supermarket, the abundance of healthy foods is impacted by seasonal change as well as store layout and their individual preparation. The preparational aspect of the decision-making process is enhanced and made convenient through MHN development of ‘shop smart, shop healthy’. Nutrition Down Under – App A new proposed social marketing campaign is the development of the Nutrition Down Under application. The target market of choice for the new campaign is Aboriginal and Torres Strait Islander (ATSI) individuals who are also living in remote accessibility locations where nutritionally dense foods such as fruit and vegetables may not be readily available. Goals and Objectives The proposed campaign will goals is to educate these individuals on the nutritional options e.g. vitamins and minerals that a typically derived from foods to enhance their nutrition. Marketing Mix The core product of this campaign is the development of a disease free and healthy lifestyle by which enhances the overall wellbeing of the individual. The actual product is the behavioral change of eating a nutritionally sound diet whilst obtaining all the correct vitamins and minerals. Augmented products are the inclusion of recipes which show targets that are met as a result of the meal e.g. vitamins and minerals. Price considerations are very similar to the MHN campaign, being, the cost of healthy foods when compared to unhealthy foods when analyzed in large quantitates, this may act as a barrier to the desired behavioral change. It is known that ATSI individuals living in in remote communities may not have access to the variety of foods that can be found within city grocery stores and thus, preparation Is imperative by means of potential food substitutes and shopping guidance (Davy, 2016). Place is linked to both the home residence and grocery store where the desired behavior will take place. The grocery store is where the individual will receive the tangible goods in order to make the decision to prepare a nutritionally balanced meal. Additionally, the mobile application is complimentary area where the behavior is performed, as this acts as the main educational outlet for the encouragement of the behaviors.

References

Davy, D., 2016. Australia's Efforts to Improve Food Security for Aboriginal and Torres Strait Islander Peoples. Health and human rights, 18(2), pp.209–218. Rath, S. & Behura, S. 2015, "Obesity-depression link and Indian adolescents: An empirical study", Indian Journal of Health and Wellbeing, vol. 6, no. 11, pp. 1132-1134....