ASSIGNMENT COVER SHEET
Graduate Certificate in Applied Health Promotion
Student Name: Sally Cockerell Student ID No: 22151676
Unit Name: Health Promotion Strategies and Methods
Unit Code: CMM03211
Unit Assessor: John Stevens
Assignment Number: #3
Assignment Due Date: 30/01/2015
I certify that I have not conferred with others in preparing this assignment and the content of this assignment is my original work.
Heart Disease and Social Marketing – The ‘Just TRI’ Campaign
Cardiovascular disease (CVD) is a major cause of morbidity and premature mortality in Australian men and women (Bonow, 2002). Although the disease manifests later in life, it is evident that the origins of CVD begin during adolescence and childhood (Berrington, 2010). Research has demonstrated that a number of traditional CVD risk factors including dyslipidemia, obesity, high blood pressure, and unhealthy nutrition begin during childhood and track into adulthood (Baker, Olsen, & Sorensen, 2007; Franks, 2010). Many of these risk factors are preventable through modification of lifestyle behaviors (Goldstein, Whitlock, & DePue, 2004). Therefore the development of population-based strategies to improve heart health are vital in order to preclude the establishment of these risk factors and deal with this expanding public health problem (Luepker, et al., 1996; Li, et al., 2003).
Through the use of social marketing strategies targeting children, the proposed campaign aims to change environmental and lifestyle factors relating to physical activity (PA) and nutrition, thereby reducing the risk of subsequent development of CVD.
The primary target audience of this campaign is school children aged 8-12 years living within an urban city in Australia. This particular group was chosen as they are at a critical stage, whereby they are energetically investigating humanity, progressively forming their own opinions, evolving into adolescence, and developing increasing autonomy from their parents (Calvert, 2008). Older children already demonstrate lifestyles that contribute to CVD risk, thus by focusing on a younger group it is possible to promote a healthy lifestyle at a period in their lives when lasting behaviors are still being formed. It should be noted here that during formative research this target audience would be further narrowed into distinct segments, for example on the basis of their current behaviors, future intentions, readiness to change or other psychographic characteristics (Grier & Bryant, 2005).
The parents or caregivers of these children are the secondary audience. Given the influence they have over their child’s behaviors and attitudes, parents are frequently targeted as a secondary audience during social marketing campaigns (Schmitz, et al., 2002). Parents that model healthful as opposed to unhealthful behaviors, can directly shape their child’s healthy habits at home, school and in the community environment (Trost, et al., 2003). Studies on childhood health also show that PA and nutrition can be influenced through positive parental support (Hoefer, McKenzie, Sallis, Marshall, & Conway, 2001; Ornelas, Perreira, & Ayala, 2007). This support may include transportation to sporting events or ensuring that healthy snacks are available (Cullen, et al., 2003).
Finally other adults who may influence these children such as teachers, school canteen workers, and youth leaders have been selected as tertiary target audiences. Although these individuals are not perceived as being as influential as parents, they are closely involved with the primary target audience and have the ability to guide their health behaviors (Evans, et al., 2009)
A two stage process is necessary in order to create an effective communication message. This entails ‘getting the right message’ and ‘getting the message right’ for the intended audience (Egger, Donovan, & Spark, 1993). The