Preventing Childhood Obesity - Evidence Policy and Practice.pdf

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Social marketing to prevent childhood obesity Box 28.8 Multiple promotion approaches Many of EPODE ’ s promotion activities are focused at the local level, advertising local initiatives and events, using personal selling through, for example, doctors and teachers to promote the message. However, the extensive publicity the program has received is seen as encouraging more towns to enter the program. It could also have the effect of reinforcing a social norm around the program ’ s activities which would encourage families to be involved. aired on prime - time news broadcasts. Personal selling is important in commercial sales of items like computers and cars but can be equally effective when one - on - one selling is included in the social marketing strategy to sell the idea of a health behavior, for example, using teachers, coaches and doctors. Perhaps one area that social marketers could consider more is that of sales promotions. In commercial marketing this refers to free samples, discounts or gift. Sales promotions in social marketing are “ incentives ” or “ facilitators ” . Offers for a week ’ s free trial at a gym or prizes available for those entering a competition would fall into the category of “ sales promotions ” . The EPODE program uses many of these approaches to promotion (Box 28.8 ). Partnerships In the context of obesity, “ Partnerships ” is a fifth essential marketing mix element as the problem can only be solved by an integrated effort involving numerous agencies and stakeholders 24 including education departments, schools, teachers, parents, health departments and health professionals, regulatory bodies, the food industry, commercial marketing industry, and so on. Combining public and private partners in a common endeavor is a powerful strategy for engagement, particularly if there is joint funding. However, there are important considerations in defining those relationships to ensure that the content and delivery of public health programs or messages are not influenced commercial factors (Box 28.9 ). Incorporating the e vidence The many decisions made in the development of any social marketing campaign need to be supported by Box 28.9 Public – private partnerships A key element of EPODE is the public – private partnership. Funding for the program comes from a mix of public and private partnerships at the national and local levels. National private sponsors have, to date, come primarily from the food industry, insurance and distribution sectors. These partners sign a charter to confirm their intention to support this public health project focusing on preventing childhood obesity, promising that the program will not be referred to in any product promotion, and that they will not intervene in any way in the program content and will refer to their involvement only in corporate communications. evidence, whether formative research with the primary and secondary target audiences, or, as in the case of EPODE, evidence from scientific literature and field experience. In addition, there is (and should be) an element of the marketers ’ judgement about what will work: “ We must allow hunch and common sense and — above all, vision ” (p. 7). 6 Conclusion Effective social marketing requires coordinated approaches both upstream (environmental, policy changes) and downstream (individual behavior changes). In practice, social marketing campaigns need to be sustained over time to create change at a cultural or societal level. We have been successful in recent years in changing normative attitudes, for example, towards drinking and driving, and making smoking less cool. We have also had successes in the challenging public health fields of HIV/Aids, cot deaths and some cancers. 25 We are now trying to create social norms that physical activity and healthy eating are desirable. This will require commitments from governments for strategic, long - term funding, “ measured in decades not years ” (p. 192) 26 for comprehensive, innovative and properly evaluated 25 interventions. Knowledge alone is not enough to change people ’ s behavior. The principles of social marketing are not intellectually difficult or necessarily expensive but they do provide “intelligent solutions ” 5 to important 251
Chapter 28 social problems. The art of social marketing is to apply these principles in a coordinated, sustained and innovative effort, such as is seen in the EPODE case study. The target audience comes to recognize the recommended behavior as a worthwhile product, with more benefits than costs, that is easily obtainable and satisfies an internal need or desire. References 1 Kotler P , Zaltman G : Social marketing: an approach to planned social change . J Mark 1971 ; 35 : 3 – 12 . 2 Andreasen AR : Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment . San Francisco : Jossey-Bass Publishers , 1995 . 3 Donovan RJ , Henley N : Social Marketing: Principles and Practice . Melbourne : IP Communications , 2003 . 4 Andreasen AR : Social Marketing in the 21st Century . Thousand Oaks, London and New Delhi : Sage , 2006 . 5 Hastings G , Saren M : The critical contribution of social marketing . Mark Theory 2003 ; 3 ( 3 ): 305 – 322 . 6 Hastings G : Ten promises to Terry: towards a social marketing manifesto . Soc Mark Qual 2006 ; 12 ( 2 ): 59 – 62 . 7 Wilkinson R , Marmot M : Social Determinants of Health. The Solid Facts , 2nd edn . Copenhagen : World Health Organization Europe , 2003 ; Available from: www.euro.who. int/document/e81384.pdf (accessed 13 June 2008). 8 Moodie R , Swinburn B , Richardson J , Somaini B : Childhood obesity — a sign of commercial success, but a market failure . Int J Pediatr Obes 2006 ; 1 ( 3 ): 133 – 138 . 9 Hoek J : Marketing communications and obesity: a view from the dark side . NZ Med J 2005 ; 118 :1220 . Available from 28. /www.nzma.org.nz/journal/118-1220/1608/ (accessed 1 February 2008). 10 Smith B : Forget messages … Think about structural change first . Soc Mark Qual 1998 ; 4 ( 3 ): 13 – 19 . 11 Henley N , Donovan R , Francas M : Developing and implementing communication messages . In: Doll L , Bonzo S , Mercy J , Sleet D , eds. Handbook of Injury and Violence Prevention . New York : Springer , 2007 :433 –447 . 12 Lefebvre C , Olander C , Levine E : The impact of multiple channel delivery of nutrition messages on student knowledge, motivation and behavior: results from the Team Nutrition pilot study . Soc Mark Qual 2000 ; 5 ( 3 ): 90 – 98 . 13 Egger G , Donovan R , Spark R : Health and the Media. Principles and Practices for Health Promotion . Sydney : McGraw - Hill Book Company , 1993 . 14 Huhman M , Potter LD , Wong FL , Banspach SW , Duke JC , Heitzler CD : Effects of a mass media campaign to increase physical activity among children: year - 1 results of the VERB campaign . Pediatrics 2005 ; 116 : e277 – e284 . 15 Pettigrew S : To whom should messages be tailored? Facilitating change in children ’ s nutritional behaviors . Proceedings of Tailoring Health Messages Conference, 2005 July 6 –10; Locarno Switzerland , 2005 . 16 Donovan R : Public health advertising: execution guidelines for health promotion professionals . Health Promot J Aust 1991 ; 1 : 40 – 45 . 17 Wang C , Henley N : Why do children change their minds about smoking? Child development theory applied to social marketing practice . Proceedings of the Australia and New Zealand Marketing Academy Conference, Massey, NZ , 2001 . 18 Sargeant A : Marketing Management for Nonprofit Organizations . Oxford : Oxford University Press , 1999 . 19 Kotler P , Roberto N , Lee N : Social Marketing: Improving the Quality of Life . Thousand Oaks, CA : Sage , 2002 . 20 Witte K , Allen M : A meta-analysis of fear appeals: Implications for effective public health campaigns . Health Educ Behav 2000 ; 27 ( 5 ): 591 – 615 . 21 Henley N , Donovan R : Unintended consequences of arousing fear in social marketing . Proceedings of the Australia & New Zealand Marketing Academy Conference, Sydney , 1999 . 22 Henley N , Ganeshasundaram R , Nosaka K : Promoting physical activity with “ response efficacy ” strategies: Convincing people that being physically active will have specific, beneficial effects on their health . Report to Faculty of Business & Law, Centre for Applied Social Marketing Research, Edith Cowan University, Perth, Western Australia; 2007 . 23 Thackeray R , Neiger BL , Hanson CL : Developing a promotional strategy: important questions for social marketing . Health Promot Pract 2007 ; 8 : 332 – 336 . 24 Ayadi K , Young B : Community partnerships: Preventing childhood obesity . Young Consumers: insights and ideas for responsible marketers 2006 ; 7 ( 4 ): 35 – 40 . 25 Swinburn BA : The obesity epidemic in Australia: can public health interventions work? Asia Pac J Clin Nutr 2003 ; 12 (Suppl. S7 ). 26 Stead M , Hastings G , McDermott L : The meaning, effectiveness and future of social marketing . Obes Rev 2006 ; 8 (Suppl. 1 ):189 –193 . 252
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Preventing Childhood Obesity Eviden
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Preventing Childhood Obesity Eviden
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Contents Foreword, vii Contributors
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Foreword Obesity became a major hea
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Contributors Rob Carter PhD Head, H
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Contributors Shiriki Kumanyika PhD,
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Preface If we had all the evidence,
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CHAPTER 1 The c hildhood o besity e
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Childhood obesity epidemic Table 1.
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Childhood obesity epidemic explain
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Childhood obesity epidemic Table 1.
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Childhood obesity epidemic hepatiti
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Childhood obesity epidemic 15 Shiel
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CHAPTER 2 Lessons from the c ontrol
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Lessons from the control of other e
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Childhood obesity prevention overvi
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CHAPTER 4 No c ountry for f at c hi
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No country for fat children? Ethica
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Page 58 and 59:
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A human rights approach to childhoo
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Part 2 community and government age
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Chapter 6 Questions Evidence needed
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Chapter 6 ioral determinants rather
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Chapter 6 These issues are particul
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Chapter 6 15 Carrel AL , Bernhardt
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Chapter 7 at the state level to app
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Chapter 7 prevention efforts, parti
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Chapter 7 interventions. This appro
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CHAPTER 8 Evidence of the i nfl uen
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Chapter 8 choices in adolescence, 1
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Chapter 8 itself is unlikely to res
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Chapter 8 20 Cullen K , Baranowski
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Chapter 9 meal frequency, decreased
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Chapter 9 were behavioral (parent -
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Chapter 9 changes regarding partici
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Chapter 9 36 Campbell KJ , Hesketh
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Chapter 10 condition obesity in chi
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Chapter 10 the release of energy an
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Chapter 10 whereas Flynn et al 25 a
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Chapter 10 11 Baranowski T : Advanc
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CHAPTER 11 Obesity p revention in s
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Chapter 11 translation (see Chapter
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Chapter 11 overweight and obesity r
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CHAPTER 12 The p revention of c hil
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Chapter 12 Selective prevention pro
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Chapter 12 Table 12.1 Recommendatio
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Chapter 12 Table 12.1 Continued Gui
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Chapter 12 short - and long - term
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Chapter 12 33 Woo KS , Chook P , Yu
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Chapter 13 There is a relatively sm
Page 127 and 128:
Chapter 13 Modifying the b uilt e n
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Chapter 13 capacity to support chil
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Chapter 13 45 Staunton C , Hubsmith
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Chapter 14 Changes in the food envi
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Chapter 14 Promising interventions
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Chapter 14 10 USDA - ERS : Food CPI
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CHAPTER 15 Food and b everage m ark
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Chapter 15 Box 15.1 The findings of
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Chapter 15 Food, however, is not to
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Chapter 15 competitive analysis eac
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Chapter 15 behaviour: exploring the
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Chapter 16 pawn or sell possessions
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Chapter 16 obesity and that this ma
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Chapter 16 impact of this deprivati
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Chapter 16 10 Marin - Leon L , Sega
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CHAPTER 17 Socio - c ultural i ssue
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Chapter 17 The s ocio - c ultural e
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Chapter 17 with limited access and/
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Chapter 17 What else can be done to
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Chapter 17 55 Grier S , Kumanyika S
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Chapter 18 Ironically, these countr
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Chapter 18 key environmental factor
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Chapter 18 countries precludes the
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Chapter 18 7 Jafar TH , Qadri Z , I
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CHAPTER 19 Evaluation of c ommunity
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Evaluation of community-based obesi
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CHAPTER 20 Economic e valuation of
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Economic evaluation of obesity inte
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CHAPTER 21 Monitoring of c hildhood
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Monitoring of childhood obesity Non
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Monitoring of childhood obesity Noo
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Monitoring of childhood obesity Tab
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Monitoring of childhood obesity 11
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Knowledge translation and exchange
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The role of advocacy Why d o w e n
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The role of advocacy mate long - te
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The role of advocacy position put o
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The role of advocacy 6 Yach D , Haw
Page 221 and 222: Part 4 infrastructure, funding or r
Page 223 and 224: Chapter 24 by examining why policy
Page 225 and 226: Chapter 24 has privileged the manuf
Page 227 and 228: Chapter 24 case study is an analysi
Page 229 and 230: Chapter 24 by being highly visible
Page 231 and 232: CHAPTER 25 Developing the political
Page 233 and 234: Chapter 25 Involuntary: all society
Page 235 and 236: Chapter 25 Shiriki Kumanyika and co
Page 237 and 238: Chapter 25 The next steps Given the
Page 239 and 240: CHAPTER 26 Community i nterventions
Page 241 and 242: Chapter 26 Table 26.1 The health pr
Page 243 and 244: Chapter 26 consider and build on th
Page 245 and 246: Chapter 26 programs and messages be
Page 247 and 248: Chapter 26 Victoria, Australia. The
Page 249 and 250: Chapter 26 participants for appropr
Page 251 and 252: CHAPTER 27 Community c apacity b ui
Page 253 and 254: Chapter 27 level and macro - change
Page 255 and 256: Chapter 27 & Chomp ” where the co
Page 257 and 258: Chapter 27 Box 27.4 Excerpt from Go
Page 259 and 260: Chapter 27 Table 27.1 Capacity buil
Page 261 and 262: Chapter 27 38 Borys Jean - Michel :
Page 263 and 264: Chapter 28 Box 28.1 The EPODE progr
Page 265 and 266: Chapter 28 Figure 28.1 For parents:
Page 267 and 268: Chapter 28 Figure 28.2 Promoting ph
Page 269: Chapter 28 marketing, there is ofte
Page 273 and 274: Chapter 29 length gain observed in
Page 275 and 276: Chapter 29 tissue deposition relate
Page 277 and 278: Chapter 29 A study in the USA found
Page 279 and 280: Chapter 29 7 Cole TJ , Bellizzi MC
Page 281 and 282: Chapter 29 environmental approaches
Page 283 and 284: Chapter 30 it all on their own, sin
Page 285 and 286: Chapter 30 Forty - three countries
Page 287 and 288: Chapter 30 Box 30.2 Elements of the
Page 289 and 290: Chapter 31 childhood obesity rates
Page 291 and 292: Chapter 31 became inactive or was t
Page 293 and 294: Chapter 31 healthy diets and portio
Page 295 and 296: CHAPTER 32 Working with m inority g
Page 297 and 298: Chapter 32 and reflect the circumst
Page 299 and 300: Chapter 32 inclusion and exclusion
Page 301 and 302: Chapter 32 3 Mercer SL , Vinney JD
Page 303 and 304: Chapter 33 % of total DALYs lost 2
Page 305 and 306: Chapter 33 Finally, within a given
Page 307 and 308: Chapter 33 urbanized and have aband
Page 309 and 310: Chapter 33 Box 33.1 Recommendations
Page 311 and 312: CHAPTER 34 Preventing c hildhood o
Page 313 and 314: Chapter 34 with a plateau in cigare
Page 315 and 316: Chapter 34 segments of the populati
Page 317 and 318: Index academic performance 11, 264
Page 319 and 320: Index evidence-based and evidence-i
Page 321 and 322:
Index community-based 33, 58, 151,
Page 323 and 324:
Index parental support 67 PE 25, 81
Page 325:
Index Minnesota Heart Heath Project
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