EvaluationofABHIsMeasureUpandSwapitDontStopIt

CampaignanditsimpactonAustralianPopulation

ExecutiveSummary
TheMeasureUpCampaign,aspartofthegovernmentsAustralianBetterHealthInitiative,
providedaninnovativeframeworkforreducingtheprevalenceandimpactofchronicdisease
byraisingawarenessofthecorrelationbetweenwaistsize,physicalactivity,healthyeating
and obesity amongst adults (King E, et, al. 2013). The campaigns formative research,
processandimplementationreliedheavilyontheHealthBeliefModel(HBM),whichasserts
thatchangeisignitedbyrecognitionofsusceptibility,severityandthesignpostingofrelevant
changeoptions (Georgiadis,2013). TheTranstheoreticalModel(TTM)wasalsousedasa
guide to segment audiences and formulate the social marketing mix. Phase one of the
campaignaimedtochallengeattitudesbyraisingappreciationofwhypeopleneedtochange
theirlifestyle,thusignitingtherelationshipbetweenwaistsizeandexposuretorisk(Kalisch
et,al.2012).Phasetwo;SwapIt,DontStopIt,wassubsequentlyfocusedonestablishing
appropriate and achievable lifestyle options to foster behaviour changes. The aim of this
reportistocriticallyanalysetheefficacyofthecampaignonshorttermchange.Inexamining
therelationbetweenknowledgetranslation,andresultingpolicy,severalthemeshinderingthe
effectivenessofthecampaignemerged(Sebaret,al).Theintractablenatureofindividuals
healthrelatedbehaviourintermsofsocioeconomic,cultural,andsocialcontextswasnotfully
addressed(Lupton,2014).Ultimately,knowledgeandpersonalrelevanceofthelinkbetween
waist size and chronic disease was established successfully amongst adults, however,
additional upstream approaches within the wider environment are required to establish
significantbehaviouralchangesinlongtermsocialandculturalnorms.

AnalysisofFormativeResearchandTargetSegmentation
withintheprogram
AFormativequalitativeresearchstudyaimedtoexplorewhetherthethreatofchronicdisease
canbeleveragedsuccessfullytoencouragebehavioralchange,andultimately,itconfirmeda
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focus on waist circumference to be compelling to participants (Australian Government

Department of Health and Ageing, 2007). Identifying both the stage of change and
attitudinalsegmentisparamountinunderstandingwhatneedstochange,whyitisrequired
andhowitcanbeattained.Existingfindingsconfirmedthat68%and55%ofmenandwomen
respectively, were obese from 200708, 70% were sedentary, and 52% didnt eat
recommendedservingsoffruitandvegetables(KingE,et,al.2013).Tofurthersegmentthe
population, group discussions and telephone indepth interviews were carried out with
individuals across Australia who were at risk of being exposed to chronic diseases,
includingIndigenousaudiences(AustralianGovernmentDepartmentofHealthandAgeing,
2007).
Segmentswithinthemainsampleincluded;defiantresisters,whobelievedchangewasnot
possibleorneeded,andQuietfatalists;whowereunhealthyandunreceptivetochanges
(AustralianGovernmentDepartmentofHealthandAgeing,2007).Thesemembersoperated
within a precontemplation stage where plans to take action were nonexistent. Lower
socioeconomicandIndigenousindividualsfellintothesesegmentsandprovedchallengingto
influenceduetostructuralbarriers,andunderlyingissuesofculturaldisplacementandsocial
problems. Additionally, Apathetic Postponers believed that change was necessary and
possible,andHelpSeekerswerepeoplewhohaverealisedtherisksoftheirlifestyle,bothof
whichconsiderprosandconsequallyandarecontemplatingchange.Researchfoundthe
abovegroupswereatriskduetotheirlowmotivation,priorityandresistancetoconformto
health messages, and would thus make a perfect target market (Australian Government
Department of Health and Ageing, 2007). These groups underestimated their personal
susceptibilityto,andseverityof,chronicconditions,ultimatelyclaimingthattherequired
deprivation of change is too immense. Segments named endeavourers and balance
attainers were lower risk due to their previous preparation, action and maintenance of
behavioural changes, and as a result were not an important target audience (Australian
GovernmentDepartmentofHealthandAgeing,2007).Attitudinalsegmentationsetthepath
towards an adaptable program, which would meet specific needs of each segment. By
distinguishingmembersbeliefsandoverallpossibilitytochange,thecampaigndeveloped
theirgoaltomigratehighriskgroupstowardlowerrisksegments(Joneset,al.2005).

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Options to change lifestyle become less persuasive and justifiable when there is no
appreciationofwhyitisneeded.ThisindicatesthattheprimarypriorityforABHIisto
challenge barriers hindering their understanding of why change is necessary. The main
impedimentwasthebeliefthatanunhealthylifestylewasfunandenjoyable,andtobecome
healthy was an unreachable luxury, where one had to adopt an extreme stereotype
(AustralianGovernmentDepartmentofHealthandAgeing,2007).Accordingly,theperceived
costs and deprivation, which accompany such a change, was believed to outweigh the
benefits. Socioeconomicdisadvantagedpeoplefacedfinancialandtimebarrierstoeating
healthier and engaging in exercise, concluding that it may be difficult to reach these
individuals(AustralianGovernmentDepartmentofHealthandAgeing,2007).However,de
prioritizingthisgroupweakenedthecampaignbeforeitslaunched,asalargeproportionof
theirprimaryaudiencewereinfactsocioeconomicallydisadvantaged.Researchindicatedthat
BMI definitions were not communicated effectively in the past, reaffirming the use of a
tangibleandunderstandablehealthywaistcircumstanceconcepttoequipaudienceswith
thesecredentials.(Grunseitet,al.2015).Researchalsoconfirmedpotentialconsequencesfor
mediasportrayalofweight,mainlypossibilityofstimulatingdepressionandhelplessness
(Grunseitet,al.2015).Tocontroltheselimitationsexploringtheuseofgraphic,unpleasant
imagerythatpeoplefinddifficultytoavoid,coupledwithpositivesupportingmessagesmay
maximisecredibilityandsubdueanyvictimblamingmessages(Lupton,2014).
Asuccessfulresearchprocessestablishedthesegmentationofaudiencesintogroupsthatshare
commonbeliefs,attitudesandbehaviorsandcleardistinctionoftheirlevelofappreciationof
what,whyandhow.Thiswasfurtherfragmentedtoplaceaparticularfocuson2550
yearoldswithchildren,asresearchfoundthatparentsknowinglyimpacttheirchildrens
futurebehavior.TheSecondarytargetaudienceswere4560yearolds,duetotheirincreased
riskofchronicdisease.Tertiaryaudienceincludeshealthprofessionals,andotheraudiences
includepeoplewithinculturallydiversebackgrounds(KingE,et,al.2013).Intheory,obesity
campaigns have good measurability and substantiality; however, the incorporation of
segmentsintostrategyformationwilldeterminethecampaignsreachability.
This formative study proved critical to identify individuals behavioural dimension before
interventioncouldbedevisedandapplied.

Establishmentofcampaignobjectives
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The primary objective of this campaign is to encourage Australians to increase their

appreciationofwhyproposedchangeswillmeanalonger,healthier,betterqualitylifeand
thereforecontributetonationalreductionofchronicdiseaserelatedmorbidityandmortality
(AustralianBetterHealthInitiative,2007).Itsobjectives aresymmetricaltothatofTTM
theory, which is to assist people to progress through stages of precontemplation,
contemplation, preparation, action and maintenance (Lefebvre, 2000). In adopting this
theory,increasingperceptionsofbenefitsofbehavior,anddecreasingperceptionsofbarriers
is essential. The World Health Organisations best practice guidelines, exemplifies that
persistentrepeatedmessagesarenecessaryfornotonlysustainingawareness,buttocatalyse
progressthroughthesestages(WHO,2005).ABHIhasembracedthisconceptbyunfolding
thecampaigninphases.ThebehaviorchangegoalinthePhaseOneMeasureUp,ispurely
consciousness raising and uses waist measurement guidelines to force recognition of
individualsvulnerabilityandlikelihoodofdevelopingchronicdiseases(Baumanet,al.2011).
TheHBMassertsthatcognitivechangeisinitiatedwhenthoseatriskbecomeawareoftheir
perceived susceptibility and severity to certain diseases (Georgiadis, 2013). Undoubtedly,
projecting appropriate waist circumferences from a reputable source, emphasized how
threateningtheconsequencesare.Ultimately,aspiringtocommunicatethesciencebehindthe
messagecreditedthecampaignasausefuladjuncttopromoteselfassessment,andtheneed
to make lifestyle changes, and is vital to compete with benefits associated with non
conformance(Carroll,2012).PhaseOneattemptedtoempowersegments;defiantresisters
andquietfataliststobecomehelpseekersandendeavourers,whowerenowweighingup
benefitsandbarriers,contemplatingandpreparingtotakeactionbasedontheirnewfound
awareness (Australian Government Department of Health and Ageing, 2007). Phase Two
Swapit,Dontstopit,envisionedtoestablishcuestoactionsincludingportioncontrol,
having occasionaltreats,nutritional qualityandexercise(Georgiadis,2013).The primary
focuswasrelayingachievableandrealisticswapstopreventrelapseofunhealthyhabitsand
increaseconfidenceoflongtermmaintenance.
The HBM is critiqued however, for inadequate consideration of environmental or social
factors,as itassumescompletepersonalautonomyoveronesactions(CentreofDisease
Control, 2004). In effect, the campaigns objectives could have been obscured due to its
primarilydownstreamapproach.Theeducationandmarketingcomponentofacomprehensive
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intervention had been planned for, however, aspiring to influence legal or regulatory
infrastructure was not prominently displayed in the campaigns goal. Professor Adrian
Bauman alludes that where structural factors prevent change, producing a conducive
environmentmaymakebehavioralchangeseasierforaudienceswhoareresistant(Baumanet,
al.2011).Thisvalidatesthecontinuouschallengeforpublichealthactionstoprovidelong
term benefits to change. Upstream objectives such as refining transport systems, making
healthy food more affordable and accessible, and regulating food labeling will ensue
downstreameffects,butaremissingfromthecampaignsmission(Baumanet,al.2011).
Nonetheless,theprogramfocusedonachievinginitialmotivationandawareness,withthe
intentionthatadditionalinterventionswouldprovidetheselfliberationneededtofulfilself
efficacy.

DevelopmentandImplementationofSocialMarketingmix
TheMeasureUpCampaignconsiderstheintegralstrategicapplicationofthesocialmarketing
mix to sustain and communicate its message. Adopting commercial marketing factors;
product,price,placeandpromotion,allowshealthylifestylebehaviourstobeadvertisedas
iftheywereproducts(Lupton,2014).Theproducthereisthebehaviouralgoaltocommittoa
healthierlifestyleincludingdietandexercisealterations.Promotingtheawarenessandeasy
applicationofsuchagoalwasdisseminatednationallyfrom2008to2013,usingtelevision,a
website,socialmedia,IPhoneapplications,radio,andbrochures(Lupton,2014).
The campaigns television advertisement illustrates a middleaged man with a fearful
expressionasherealiseshiswaistgirthsurpassesthelowrisklimitandisimpactinghis
ability to play with his daughter; Themoreyougain,themoreyouhavetolose (Lupton,
2014).Heisdressedinboxershortstodemonstratecorrecttechniqueofmeasuringwaist
circumstance.Theclearimplicationisthatweightgaincausessignicantlossesinotherparts
ofoneslife:health,appearance,tness,lifeexpectancy,andrelationships.However,theuse
ofsuchvivid,harshimageryinPhaseOnehasbeencriticizedforcreatingasenseofshame
and blame, further illustrated through the wearing of underwear, suggesting public
embarrassment(Lupton,2015).TheimageryuseddrawscomparisontoTheBiggestLoser,
which explicitly uses shame to motivate contestants to lose weight, however, its
effectiveness in social marketing is questionable (OHara et, al. 2015). Perhaps this is
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attributedtothevisualsemioticabsenceofpositiveimagerybetweenthetwophases.Phase
ones fear arousal was left too long before solutions were made known, which perhaps
accentuatedanalarmistmessagetobecarriedthroughoutthecampaign.Concepttesting
definitelyuncoveredthesemiscommunicationissues,mostprominently,theinvisibilisation
ofreallifefatpeoplewhoarenotashamedofthemselves, howeverstrategiesseemedto
ineffectivelytackletheconcern(OHaraet,al.2015).Ultimately,theprogramhadunstable
mechanismstocoordinatethesechallengesinthedevelopmentalstage.
Thediscourseofindividualresponsibilityisstronglyevidentinthecampaignthroughuseof
high modality epistemic and deontic words. Such words as, linked, lead to, convince
viewersthatthisrelationshipbetweenobesityandchronicdiseaseiscredible(OHaraet,al.
2015). The implication was that regardless of genes, social position or environment,
individualsareresponsiblefortheirownhealthdiscipline(Lupton,2014). Whilstmeasure
upusedfearevokingimagery,theSwapIt,DontstopItphase,wasmorepositiveand
induced dramatic relief that change was possible. Instead of harsh connotations, a blue
balloonfigureheadnamedEricwasdepicteddeflatingtoasmallerwaistsizeasheexchanged
hes sedentary habits for increased exercise, and low calorie foods (Measure Up, 2007).
WhilstEricisspeculatedtohavetrivialisedtheproblem,phasetwowasabletokeepconstant
referencetotheseverityofobesity,whilstdoingsoinalightheartedtone(Joneset,al.2005).
ThecampaignreliedontheassumptionthatEricwasrelatable,andthataudienceswould
contemplate the simple options he discusses to change ones lifestyle. Phase Two sees a
theoreticalcompletionofsomeTTMconstructs.Itprovidesselfreevaluationtoindividuals
to subside the fear evoked from Phase One, allowing discovery of how they can take
ownershipofbehaviouralchange,andhowthischangewillsignificantlyimprovetheirlives
(Joneset,al.2005).Theassumptionwasthatthishowinformationisthecatalystofself
liberationandcommitmentforaffluentmembers.However,furtherempowermenttechniques
andpolicychangeswillbeneededtosociallyliberatedeprivedandoppressedindividualsin
future campaigns, who were not presented with strategies to precede financial and time
barriers(Lefebvre,2000).
Social marketers efforts aim to make change easier by providing accessible supports to
dissolve barriers. Campaign materials increased the programs accessibility, including a
website,a12weekexerciseanddietplanner,downloadablethroughaniPhoneapp.Public
HealthOrganisationssuchastheHeartFoundationandNutritionAustraliawereurgedto
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undertakelocalactivitiestosupportandpromotethecampaign(MeasureUp,2007).These
strategies aim to promote easy maintenance as people have a tendency to linger in the
contemplator stage and become chronic trialists, where the exercise is attempted, and
stopped continually (Barnowski, 2012). In effect, the campaigns exchange intervention
addressestheperceptionofunappealingactivities,byprovidingoptionsallowingindividuals
to still enjoy their habitualised routines (Gordon et, al. 2006). By offering an intangible
benefitofpersonalsatisfactionofahealthierlifestyle,thecostsassociatedwiththedesired
behaviorispotentiallyreduced.Costsforsocialmarketersrefertohowmuchofanefforta
behaviorchangewilltake(Gordonet,al.2006).Whilstthecampaignreducestheamountof
foodonehastogiveup,thereisstilltimethatneedstobededicatedtophysicalactivity.This
is where all health actions stagnate, as even if our priorities have been changed, and
reachability is high, work and family commitments still precede, especially amongst low
socioeconomicindividuals.

EvaluationofCampaignandRecommendations
Campaignawarenessisthefirstpriorityofthesocialmarketingprocess,andsuch,canactasa
proximalindicatorofevaluation(Grunseitet,al.2015).TheMeasureUpcampaignhada
recognitionrateofhalfoftheobeseadultpopulationduetoitsinnovativeapproachframing
obesityrelatedchronicdiseaserisk(Kinget,al.2013).Astudyanalyzingthecampaigns
effectivenessutilizedopenendedquestionstoassessknowledgetransfer.Theincidenceof
unfamiliarityconcerningrelatedhealthinformationincreasedfrom1.1%precampaign,to
38.2%postcampaign.Further,82%ofthisgroupperceivedmessagesaboutwaistlineand
risk,30minsofphysicalactivityand66%recalledvegetableintakes(Kinget,al.2013).
ThissuggeststhatPhaseOnewassuccessfulatincreasingthepersonalrelevanceofthelink
betweenwaistcircumferenceandchronicdisease.Interestingly,womenweremorelikelyto
resonatewithriskmessages,reflectingtheirlikelihoodtoattemptweightloss(Kinget,al.
2013).Thus,itisrecommendedthatfurtherdevelopmentexplorehowwomensreceptiveness
toweightbasedcampaignscouldbeusedtoinfluencemaleengagement.Decayinawareness
wasalsonotedbetweenbothphases,possiblybecauseofthelengthyseparationbetweenthem
(Lupton,2014).However,regardlessofsufficientcampaignawareness,therewasnonotable
shorttermchangetoreportedfruitandvegetableintake,physicalactivitynorselfconfidence,
andifany,itwasmodest.Whenmeasuredin2011,itwasfoundthat14%ofthecampaigns
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targetmarkethadmadeswapsintheirlives(DepartmentofHealthandAgeing2012).This
presentsalimitationexperiencedbymostobesitycampaigns,thatis,abilitytocreateawaist
awarenessclimateyetunabletoinfluenceobesogenicbehaviorsintheshortterm.
Lack of subsequent populationlevel change could be due to ineffective content when
campaign recognition is strong, as was evident in this campaign (Gordon et, al. 2006).
Audiences are assured through Swap It Dont Stop It, that proposed realistic and
manageable changes would instigate weight management, especially the concept of not
whollygivinguptheirhabits.However,despiteknowledgeofwhattherisksare,andhowto
goaboutchange,audienceswerestillunreceptivetotheobesityepidemic(Lupton,2014).
Ultimately,thelackofimportanceplacedonrationalbarrierstochangesuchas;financial
difficulties,lackoftimeandprioritizingemotionalwellbeing,impededaudiencesabilityto
adopt suggested healthy strategies (Lupton, 2014). Research also acknowledged that
socioeconomicdisadvantagecauses resistancetochange,however,thesimplegeneralized
strategieswerentstructuredtocounterbalancetheseenvironmentalfactors.Thisindicates
that socioeconomic individuals became intractable, and the inadequate address of these
determinantsresultedinlittleimpactonaudiencesbehavior(Lupton,2014)..
TheMeasureUpcampaignemphasisedpersonalresponsibilityofchange,therebyomitting
structuralandecologicalfactors,whichmadethecampaignlessaccessibletosegments(King
et,al.2012).Suchindividualisticmodelsembraceaneoliberalisticprinciplewherepeople
areexpectedtoabsorbsuggestionsforpersonalhealthmanagement(Lupton,2014).However,
suchamodellacks awarenessofthecomplexityoftheindividualinterms ofeconomic,
culturalandsocialcontexts.Ideally,acomprehensivecampaignwouldincorporateconcurrent
multicomponent community interventions, interagency partnerships, supportive programs
andinputsfromhealthprofessionals (Carroll,2012).Hadthiscampaign engagedinsuch
intervention,thepreventionofcompetingforceswouldhavebeenensuredasregulationgoes
uncontested(Henleyet,al.2011). ProfessorDaubestates; It'sachievedverylittlebecause
campaigns like that can't be done in isolation without addressing improved food access,
addressingindigenousdiabetesandheartdiseaserates (Stark,2012).Daubevouchesfor
widerenvironmentapproachessuchasimprovementofsafetyaspectsofwalking,cyclingand
proximity of parks and shops. The competition from private sector product marketing
suggeststhatfundsshouldbepartiallydedicatedtopublichealthlobbying(Tappet,al.2008).
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Indoingso,increasingeffectivenessoffoodlabelingshouldbeconsidered,specifically,the
technical nature of nutritional facts on packs. Possibly using the proposed traffic light
systemoflabelingtohighlightlow,mediumandhighlevelsofunhealthyfoodsshouldbe
pitchedtogrocerystores,somewhatregulatingtheretailenvironment(Tappet,al.2008).The
campaign might also consider an alternative approach to the 4Ps, and focus on design
elementssuchasbuildingstrongerrelationshipswithnongovernmentorganizationstosustain
longtermsuccess.Incorporationofincentives,andpubliceventsmaystimulateimmediate
actionandongoingmaintenance(Gordonet,al.2006).Ultimately,ashealthisshapedby
many environmental subsystems, including family, workplace, economics and social
environments, grounding strategy in an ecological model may improve communications.
Although this process requires more time and funding, delineation of multilevel, multi
structural,multifactorialandmultiinstitutionalfactorsmayseelongtermbehaviorchange
(Baranowskiet,al.2012).

EthicalConsiderations
Thecampaignreceivedcriticismforitsapparentlackofempathyforobesepeople,especially
because it is a complex issue often a result of poor genetics or medical conditions. It
outwardly suggests that body fat is a direct cause of physical degeneration. In arousing
concernamongsttargetaudiences,theymustfirstlyarticulatethenotionthattheyareobese,
andthusmayleadtofeelingsofunattractiveness,andshamethattheyhavenotprioritized
their body. In the extreme case, intense negativity, repugnance and disgust can arise,
impeding on the effectiveness and translation of the underlying message. Although the
campaign aims to reduce costs and barriers associated with desired behavior, a set of
emotionalbarriersarises(Lupton,2014).Guiltforselfindulgencing,prioritizingfamilytime
and fear of failing to keep up with unpleasant activities, presents as a set back to the
campaigns goals. Further, the campaign can be seen as promoting health authorities,
validatingthegovernmentsactiveapproachtoobesity,whenactually,itiseffectivelyshifting
responsibility to citizens (Stark, 2012). A prime example is its difficulty to influence
disadvantagedsegmentssuchasIndigenouspeople.Basedonthequalitativestudy,theABHI
havenotconsideredtheAboriginalandTorresStraitislandersasaprimarytargetbasedonthe
complexity of issues surrounding their health. Nonetheless, a small component of the
campaign called Tomorrow people was designed for this group, endorsing the slogan;
TomorrowPeoplestartstoday.DoitforourKids.DoitforourCulture (Departmentof
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Health,2011).Readilyaccessibleresourcesfocusonhealthyeatingandphysicalactivity,
however,withoutaddressingseveralotherknowncomplexitiessuchasindigenousdiabetes
anddisplacementissues,theresultsthatarebeingendorsedcanbeviewedasuntruthful.

Conclusion
TheMeasureUpCampaignwassuccessfulinraisingawarenessoftherisksofchronicdisease
andobesity.However,byemphasizingsolutionswithintherealmofindividualbasedchoices,
important factors within the external environment were not prioritized. Target market
segmentationstrategywassuccessfulinunderstandingthatindividualsareatdifferentlevels
ofappreciationandreceptivenessinregardstowhat,whyandhowtogoaboutchange.
However,thisspectrumofattitudeswasmetwithonerangeofgeneralizedoptionstoinduce
healthchanges.CenteringsolelyontheHealthBeliefModelandtheTranstheoreticalmodel
furtherweakenedthecampaigninthesensethatpeoplessocioeconomicstatusandethnicity
were not deeply entrenched within strategies. It is paramount to strengthen the juncture
betweensocialmarketersandpolicymakerswhocreateknowledgetranslationtoprovidethe
populationwithahealthymilieuthatwillfosteremotionalandcognitivechangetowarda
healthierlifestyle.Adoptinganecologicalmodelforfuturehealthactions,andthusengaging
in upstream efforts is recommended to compete with external factors currently hindering
engagement.Regardlessofthecampaignsminimalshorttermimpacts,thiscampaignwasan
importantinitialstepinalongjourneyofhealthbettermentfortheAustralianpopulation.

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