Sосiаl Маrkеting Саsе Study — Сhаngе4lifе Essay Example

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Sосiаl Маrkеting Саsе Study — Сhаngе4lifе3

Sосiаl Маrkеting Саsе Study — Сhаngе4lifе


Sосiаl Маrkеting Саsе Study — Сhаngе4lifе

When a campaign is being developed, it is usually essential for it to have objectives that are specific and this will enhance the measuring of the objectives when the campaign period has elapsed (Dolan 2012). The objectives of the change4lifecampaign can be said to be specific enough in that it aimed at preventing the rate of obesity across England since it have been argued that obesity have been viewed as being a prevalent issue all over all the globe. Obesity seems to be a major issue in England since 33% of the children and 66% of adults has been termed as overweight. Another major objective of the campaign which is specific is that it aimed at assisting the parents and more so when it comes to making healthier choices for the children and inspire the engagement in physical activity. The objectives of the change4life campaign have measurable components for an impact analysis. This is because it has a number of targets, which they aimed at achieving and this played an essential role in measuring the success of the campaign over some period (Roden 2004).

There are also insights that have led to the development of the plan for the programme with a good example being the healthy weight, Healthy Lives research programme that was developed with the aim of offering insights into the behaviors as well as attitudes of those families who have children below the age of eleven years. This involved a clear watch on the physical activity and diet. It was believed that if people changed their behaviors and attitudes they would reduce the rate of obesity in England by substantial levels. Thus, the major insights was that people needs to keep a close watch of the diets in that instead of just focusing on filling up the children they ought to feed them with the right food. Parents also need to encourage physical activities as opposed to other sedentary activities such as playing of computer game and watching television (Macdonald 2000).

The research and insights stand against some theories and models that are well known such as the social capital theory and this theory would have been effectiveness of the theory to social marketing. This theory would have been used to develop relationships with the target audiences and at the same time engaged them when it comes to the delivery and development of social interventions (Bandura 2004). The research has also made use of the health belief model that is a model that sets out to explain and at the same time predict the health related behaviors and more so in relation to the uptake of the health services. Through the application of these model the ensured that they engaged in health promotion behavior. Based on this model, the cue to action and a stimulus needs to be present to trigger health-promoting behavior. Based on the model there was an increase in the perceived susceptibility and the seriousness of obesity and this was best done by offering education on obesity and its prevalence, the estimated risks and consequences of the disease (Carpenter 2010).

The research also failed to consider the trans-theoretical model that is also termed as the stages of change model that states that behavioral change is more of a step process that individuals have to follow to attain the change (Adams & White 2005 and Prochaska 2006). Based on my evaluation, the implementation plan of this campaign failed in that it did not consider some models and theories that were relevant. A good example of these is that it failed to consider the learning theories as well as the behavioral analytic theories to enhance change. This theory states that complex behavior needs to be learned over time and this can be best achieved through simpler behaviors. Therefore, the parents ought to be encouraged to reinforce and imitate since they will learn best by duplicating the behaviors and actions that they observe in others. Through these, they can observe that people who engage more in physical activities and eats healthy foods are unlikely to be obese (Little & Girvin 2002). The implementation of the plan aligns and matches our understanding of some theories and models, for example, the theory of reasoned action. This theory assumes that people consider the consequences of a behavior prior to engaging in that behavior (Bauer et al 2003). This theory guided the plan in that parents were able to different between right physical activities and diets that are need to reducing obesity in the country.

There are a number of insights from the implementation that could inform future programme with the main one being allocating substantial amount of time to the ‘mobilizing the network’ phase. Additionally, future programmes also need to come up with more products for people in various professions such as the doctors and teachers (Gregson 2001). This is based on the notion that the two groups may have a professional interest and may play a vital role when it comes to combating obesity. Future programmes also need to start the customer relationship management (CRM) programme sooner. It is evident that a great number of families waited for a long period and thus the CRM programme ought to be released to the families immediately after changing the campaigns.


Adams, J & White, M 2005, ‘Why don’t stage-based activity promotions interventions work?’ Health Education Research, vol. 20, no. 2, pp. 237–243.

Bandura, A 2004, ‘Health promotion by social cognitive means’, Health education & behavior, vol. 31, no. 2, pp. 143–164.

Bauer, G, Davies, J, Pelikan, J, Noack, H, Broesskamp, U & Hill, C 2003, ‘Advancing a theoretical model for public health and health promotion indicator development’, European Journal of Public Health, vol. 12, no. 3, pp. 107–113.

Carpenter, C 2010, ‘A meta-analysis of the effectiveness of health belief model variables in predicting behavior’, Health Communication, vol. 25, no. 8, pp. 661–669.

Dolan, P, Hallsworth, M, Halpern, D, King, D, Metcalfe, R & Vlaev, I 2012, ‘Influencing Behavior: The Mind space Way’, Journal of Economic Psychology vol. 33, no. 1, pp. 264-77.

Gregson, J 2001, ‘System, environmental and policy changes: Using the social-ecological model as a framework for evaluating nutrition education and social marketing programs with low-income audiences’, Journal of Nutrition Education, vol.33, no. 1, pp 4–15.

Little, J & Girvin, H 2002, ‘Stages of change. A critique’, Behavior Modification, vol. 26, no. 2, pp. 223–273.

Macdonald, G 2000, ‘A new evidence framework for health promotion practice’, Health Education Journal, vol. 59, pp. 3–11.

Prochaska, J 2006, ‘Moving beyond the transtheoretical model’, Addiction, vol. 101, no. 6, pp. 768–774.

Roden, J 2004, ‘Revisiting the health belief model: Nurses applying it to young families and their health promotion needs’, Nursing and Health Sciences, vol. 6, pp. 1–10.