Social Marketing: Teenage Obesity Essay Example

factors to determine the most significant segment and ultimately identify our target audience. One crucial factor taken into consideration was the size of the segment.In 2011, our target market comprised a total population of 275,983 individuals, including 136,180 males and 139,803 females. Among them, approximately 19,023.6 people were aged between 15-19 years old, accounting for about 6.9% of the Lawyer population and making up our intended audience.

Unfortunately, there is a concern regarding physical activity levels among young children within this group. Despite the recommended daily amount of physical activity for this age group being 60 minutes, only 55% of males aged between 15-18 and half of females are meeting this requirement. This statistic indicates that nearly half of our target audience is not engaging in enough physical activity.

Therefore, our goal is to modify the behaviors of young teenagers and increase the percentage of those aged between 15-18 who engage in daily physical exercise to over 70%. To achieve this goal, we will primarily focus on individuals aged between 15-18 who can be easily reached through popular social media platforms like Facebook and Twitter due to their high level of technology awareness. Additionally, we plan to raise awareness about physical exercise among this demographic by displaying posters around schools. By taking such an approach, we aim to spread information about any type of sport or physical activity through word-of-mouth channels as well.

Our target market consists of individuals aged from 15 to19 who have reached an age where they begin making independent decisions.Our campaign aims to create a fun and social atmosphere where participants can enjoy themselves with friends, encouraging their participation. This approach appeals to teenagers'

desire for physical activity, as many in this age group are conscious about their appearance and believe exercise improves self-esteem. We have used the target segmentation process to identify relevant segments for our campaign. By gathering information on each segment, we determined which ones to include in our target audience. We have chosen a Differentiated Marketing approach, developing strategies specifically tailored to different segments within our target audience. By prioritizing resources towards these segments, we anticipate positive outcomes from our campaign.

Our target audience comprises 15-18 year old male and female school students from diverse socioeconomic backgrounds who are looking to increase their physical activity levels. It is important to address the issue of youth obesity as it significantly impacts the Australian population (Lee & Jolter, 2011). If not addressed, ongoing health issues can arise. According to Health 2008, children as young as 15 years old are at risk of chronic diseases like heart disease and type 2 diabetes due to elevated blood pressure, cholesterol, and insulin levels. It is recommended that children between the ages of 15 and 18 engage in at least 60 minutes of moderate to vigorous activity each day.However, a significant number of children do not engage in enough physical activity. According to a survey, 25% of boys and 35% of girls are physically inactive, and this behavior often persists into adulthood. To tackle the issues of obesity and insufficient physical activity in the Lawyer region, it is essential to identify factors that contribute to these problems.

By the time they reach the age of 15, children become more independent in decision making and are responsible for participating in team sports and exercise.

In year 10 at school, the required amount of physical exercise decreases, allowing students to choose their preferred sports and PEEPED classes. However, it is becoming increasingly common for individuals aged 15-18 to avoid these activities and instead lead sedentary lifestyles.

This period during school is crucial for addressing high rates of youth obesity since social status and peer acceptance play a significant role. Implementing a social marketing campaign can help break down barriers preventing youth from embracing physical fitness even if they lack natural athleticism or have insecurities about their body or physical abilities.

By focusing on the age group between 15-18 years old, we have an opportunity to positively influence future generations' health awareness and fitness levels, which benefits the entire community.According to Riddle et al's (2005) study, the time period between 3:30 PM and 6:00 PM after school is critical for physical activity influencing behavior. During this time, it is common for teenagers aged 15-18 to prioritize watching TV shows and playing video games instead of engaging in physical exercise. Butler (2013) found that one in four children spend seven hours on TV or the internet for every hour spent outside, and less than half of school-aged children meet the recommended daily requirement of 60 minutes of physical activity according to DRP Dylan Cliff from University of Wellington. This highlights a specific timeframe when children are not meeting their need for physical exertion, emphasizing the necessity for behavior change within our target market.

However, dealing with children presents challenges as they resist authority and rules that hinder their growing sense of independence. The challenge of a social marketing campaign is to encourage behavior change without

being too authoritarian. One approach is to focus on parents and educate them about the health consequences of physical inactivity for young people, promoting a healthier lifestyle for the entire family. Measuring physical inactivity accurately in children poses another challenge as it can have negative health effects later in life even if it does not always lead to obesity. Previous attempts at behavior modification have been evaluated but they are not specifically tailored for teenagers aged 15-18.In order to effectively implement health initiatives, it is crucial to define the target demographic and take into account age group differences. The 'Live Outside the Box' campaign challenges teenagers and young individuals to document activities that contribute to weight gain over a 1 or 2 week period. Its goal is to encourage participants to reflect on unhealthy behaviors and consider the consequences of being inactive, emphasizing limited use of technology. From 2004-2008, approximately 63 thousand students participated in this campaign, indicating its relative success. Unlike traditional sports campaigns, it focuses on raising awareness about how inactivity and unhealthy lifestyle choices negatively impact people's health. Despite the irony that much information promoting physical activity comes from the internet, utilizing technology is necessary for accessing the campaign's message and resources. While researchers have limited time for gathering information, it is important to recognize that practical use of received information outweighs this constraint. The campaign and its website provide a platform for various health initiatives and collaborate with promotions like the 'Go for 2&5' campaign (Department of Health and Ageing, 2008), which encourages consuming two servings of fruit and five servings of vegetables.In 2006, the 'Get Moving' campaign aimed to promote

physical activity and change unhealthy behaviors among young people (See Appendix 1). The campaign utilized television, internet, and web-based advertisements. It featured a talking and moving couch as a symbol to encourage increased activity levels in individuals aged 0 to 17. By choosing a couch as its representation, the campaign sought to address laziness and the perception of wasted time among young people. Through the same platform used by young people, information on exercise benefits and recommended daily duration was provided. However, assessing the overall effectiveness of the campaign proved difficult since there was no noticeable increase in sports participation rates during its duration. Surveys conducted indicated high recall rates among children, teenagers, and parents, with a significant proportion claiming that it motivated them to be more active (84% for teenagers). Wolcott's research suggests that although the campaign achieved some level of success, its impact on increasing sports participation rates remains debatable due to its short duration. Other campaigns such as sporting competitions also promote physical activity in schools like the 'Style Cup' competition involving high schools in Bathurst, Orange, Dobb which includes various sports like hockey soccer rugby league tennis and more.The participating schools and towns highly value the promotion of physical activity, teamwork, and goal achievement. Although not specifically classified as social marketing, this example demonstrates how schools actively support physical activity through sporting competitions. In order to effectively bring about behavior change in this context, the appropriate guiding theory is Behavior Change Theory. While providing information on barriers, benefits, and competition can be somewhat helpful on its own, it may not be enough. To address teenagers' exercise needs effectively, strategies and messages

can be developed using the Health Belief Model. This model aims to explain and predict health behaviors by considering three factors: general health values, specific health benefits related to vulnerability to a particular health threat, and perception of the consequences of the health problem (Lee & Kettle, 2011). When individuals recognize the threat and are motivated to take action, they perceive that the advantages of exercise outweigh any associated costs (Lee & Kettle). The Health Belief Model is particularly useful when targeting individuals at risk of serious health issues due to overweight but are unaware of these risks. Social marketers face challenges in communicating the importance of exercise to teenagers; one challenge being that many teenagers believe they are not at risk for weight-related health problems such as diabetes, high blood pressure, and heart issues.In addition, not all obese adolescents perceive their weight as a problem. It is important to understand how teenagers perceive the seriousness of obesity and exercise in order to effectively target this group. The perceived benefits of taking action are crucial for teenagers as they can visibly notice the positive effects of exercise. However, there are obstacles that prevent teenagers from exercising, such as a small percentage engaging in the recommended amount of physical activity daily. Adolescents face internal barriers like feeling inadequate, insecurities about appearance, physical complaints, and lack of time. External barriers also impact teenagers' exercise habits. To change attitudes towards exercise and encourage positive engagement, it is crucial to promote physical activity, sports, and physical education in schools (Idea 2010). It is important to develop innovative strategies that motivate individuals to take action. Teenagers are more likely to

exercise when they understand the seriousness of obesity and the significance of establishing healthy habits independently (Idea 2010). Understanding each teenager's perception of body image is essential for effective communication and strategies that foster regular exercise. Each adolescent has a unique understanding of what constitutes a healthy body which can be influenced by their school peers (Idea 2010).The perception of a healthy weight in teenagers can be influenced by various factors such as family, teachers, school environment, and community factors like media and advertising (Idea 2010). When social marketers promote exercise, they need to consider cultural differences, social norms, and the negative perceptions surrounding weight (Daniel 2001). Instead of categorizing teenagers based on their size, it is important to focus on highlighting the benefits they can gain from regular exercise in a positive environment that is free from bullying and teasing. To develop successful campaign strategies, it is crucial to conduct research on susceptibility, seriousness, benefits, barriers, and effective cues for action. This research will provide valuable insights into teenagers' attitudes towards exercise and the obstacles they face. By understanding their mindset better, an effective behavior change strategy can be implemented (Lee & Kettle 2011).