Executive summary

The evidence base suggests that, if carefully created and deployed, social marketing can make an
important contribution in combating obesity. This report depicts the social marketing plan to
overcome obesity and to encourage youngsters to do more physical activities. This plan consists of
campaign of marketing and communication. The objective of this campaign is to change the life style
of youngsters.

Table of contents
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Content
Social / Health issue
Environmental analysis
Competition analysis
Target market profile
Behavioural drivers (barriers &
benefits)

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Theory underpinning strategy

Social change objectives and
potential Strategy recommendations
References

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Social/Health issue:
To begin with, Health is a state of total physical, mental and social well being, but nowadays because
of modern lifestyle of people, health gets affected. Physical activities increase the audacious
circulation in the body and these are available in various forms. One of the forms of physical activity
is exercise. Physical activity performed in a structured manner improves the physical fitness of the
body. Involvement in any type of physical activity on a standard basis leads to minimisation of the
risk of physical health. Diseases like cardiovascular disease, type 2 diabetes, hypertension and cancer
may be controlled. (betterhealth, 2015) The modern environment promotes life style of youngsters
that is inactive in nature. In this modern era, Obesity is very common problem among teenagers and
youngsters. Obesity is a physiological condition characterised by an excessive accumulation of body
fat, specifically the build-up of adipose tissue beneath the skin. (Guaraldi, 2015) By solving this
health issue in all over the world would be improved the livelihood of youngsters. Consciousness has
to be spread among the young adults in addressing these elementary issues. This will make sure long
life and well being of the young people. In 2010, it was noticed by Australian Institute of Health and
Welfare that 25 % of the youngsters in Australia are obese or overweight and it has doubled recently
and it is predicted that this will increase in coming years. The main reasons for being obese are the
bad food habits and the lack of physical activity among the youngsters. This is the reason of long and
short term diseases in young people. Youngsters all over the world are unaware that fruits and
vegetables are beneficial for them and they indulge themselves in junk and fast food. It is very vital to
have good eating habits during adolescence. Growth and normal development will take place if they
consume food that is highly nutritious food. (Sue Y.S. Kimm, 2002)
The application of the principles of marketing to achieve specific behavioural goals is known as
social marketing. The procedure of social marketing will endorse boost in physical activity among
young Australians and outcome in overall healthy weight and healthy lifestyle by:

A segmentation model is created and target individuals are identified in this model. For these
types of people help is required. These days youngsters lead very inactive life and they need
to change their lifestyle and attitude.

The reasons for the attitude and behaviour of individual are given.

A communication campaign is formed to transform the attitudes.

The attitude of the people could be changed by providing them with some sort of products
(such as questionnaires, handbooks and web content).

The campaign might be done with association of the non governmental agencies and
commercial organizations that would be brought the variation in the behaviour of the
youngsters and boost their physical activity.
But, impact of the behaviour should not be short term because this behaviour should be
permanent. The scale of marketing should be big. The marketing campaign should create
approximately 1.4 million responses from families and youngsters who lead an inactive life. A
management program of customer relationship will be developed with at least 1, 20, 000 of
the respondents to change in behaviour. (Kotler, P., & Lee, N., 2009)

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Environmental Analysis:
In 21st century, everything has changed than past. Teenagers and youngster of this century have totally
different lifestyle than the people of past. This is the key reason of increase in obesity in teenagers and
youngsters. A child lives in a society. The family, community, friends, schools and colleges are mostly
affecting the habits and lifestyle of a child. A child will definitely adopt what he feels and see in his
society and his/her surrounding environment. Nowadays society has become recognised by
environments that encourage more consumption of unhealthy food and physical inactivity. It could be
hard for youngsters to make choice of healthy food and to do enough physical activities when they
live in environment that is influenced by:
Advertisement of Unhealthy foods:
Basically, in all middle and high schools all over the world allow to advertise unhealthy food by
which students get wrong impact and they could not stop themselves to choose unhealthy food as their
regular diet. Additionally, media always target children and adolescents to advertise food that is high
in calories, sugars, salt and fat and has fewer nutrients. Children are very innocent they always do
what they normally see around themselves. So when they just see advertisement of non healthy food
all around themselves they cannot control and eat non healthy food and avoid fruits, green vegetables
and salads. (Division of Nutrition, Physical Activity, and Obesity, 2015)

Figure 1 (Guaraldi, 2015)

Fewer safe and appealing places to play or for physical activities in communities:
In this fast-paced world, all communities are architect in way that makes it hard and unsafe to be
physically active. For many families it is very hard to go regularly to parks and recreation centres and
public transport may be unavailable. There are very few safe routes for walking or biking or to play.
Due to it children prefer to play video games and watching TV and some time parents also allow them
to do that because they feel their child will be unsafe if they will go out to play or to do physical
activities. (Division of Nutrition, Physical Activity, and Obesity, 2015)

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Figure 2 (safe kids world wide, 2015)

Inadequate access of affordable healthy food:

Some people have limited access to store and supermarkets from where they can get healthy,
affordable food like fruits and vegetables, especially in rural, minority and lower income societies.
Some time it is hard for parent to choose healthy food for their kids who live in area that is full of
food retailers that sell less healthy food like as convenience stores and fast food restaurants. (Division
of Nutrition, Physical Activity, and Obesity, 2015)
Greater availability of high energy dense food and sugar sweetened beverages:
High energy food are full of calories even in each and every bite and according to a recent study this
type of food diet lead to higher risk for excess body fat during childhood. Sugar sweetened beverages
are biggest source of added sugar and essential contributor of calories in the diet of children.
Normally more than 80% of youth drink this sugar sweetened beverages every day because it is easily
available to them and they get addicted to it. (Division of Nutrition, Physical Activity, and Obesity,
2015)

Figure 3 (betterhealth, 2015)

Increasing sizes of portions:
Portion of unhealthy foods and beverages have accelerated over time in restaurants, grocery shops and
vending machines. It is showed by the research that children and youngsters eat more without feeling
it if they are served bigger portions. It means by doing this they can consume a huge amount of extra
calories, especially when eating high-calories food. (Division of Nutrition, Physical Activity, and
Obesity, 2015)

Figure 4 (betterhealth, 2015)

Competitive analysis:
There are many other campaigns that also work on the same issue. Obesity has become a major issu
among youngsters so it is very important to fight with that. The need of hour is now to change the
situation otherwise later on it will be very hard to change to the situation. So like this campaign some
other social marketing campaigns are also contributing in market to solve the issue. The information
about these campaigns is given below:
Active Smart
Active Smart is a world-first physical activity participation program model based on the
internationally recognised strategy used by the Travel Smart program. It works on tailored
information, resources and personal contact to motivate and encourage people to participate in
physical activity.
Draw the Line
The objective of Draw the Line campaign is to stop unhealthy weight gain among Western Australia.
It is the first weight related campaign that was run in Western Australia. (be active, 2015)
Get on Track Challenge
An initiative of Diabetes WA, funded by the Department of Health, the Get on Track Challenge is a
free of any cost, full of fun and entertaining activity and it is a team based activity for youngsters. (be
active, 2015)
My Healthy Balance
It is developed by Diabetes WA, My Healthy Balance is a free program runs on internet that could
provide you with the information, skills and confidence to live a healthy, balanced lifestyle. (be active,
2015)
Travel Smart

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This is run by the department of Transport, it promote people to use cars less and to choose
alternatives such as walking, cycling, and public transport. (be active, 2015)
Unplug and Play
It is developed by the Heart Foundation, the Unplug and Play Parent Campaign targets parents in
Western Australia to aware them about urgent need for children to spend more time in active play and
less time using TV, electronic games and the internet for entertainment. (be active, 2015)
Target analysis:
The target audiences for the program of market are youngsters and children. The main focus is on
youngsters of age 12 to 30 years and study in either school or colleges or could be professionals who
work. In short we can say people who have fast paced life. They cosset in a inactive life style and
specially have unhealthy food habits. They always prefer fast food and junk food. These age group
people hardly indulge themselves in physical activities. The rate of obesity is increasing among
people of this age group and they are suffering from major health issues. This mainly emphasis on
school and college students of age 12 to 30
Segmentation of target group:
In this plan families are divided on the basis of risk level towards obesity. The school going kids with
high risk of obesity because of lack of physical activities will came in one group. The another group
will of college students and youngster having wrong food habits.
The main influence of target groups is:
1. Parents and family members who can influence youngsters and can tell them importance of
physical activities.
2. School and college teachers as well as educational professionals.
3. Doctors and health professionals.
4. College and school friends.
Target audience behaviour changing:
Basically, there is no model for change in behaviour and accepted universally for increase in physical
activity. Some possible and victorious principles have been used for the present program that has been
originated to be successful earlier. There are two stages that are found to change in the behaviour are
mentioned below:
1. Appropriate requirements should be created to change in behaviour
2. There should be support for individual in their journey of change in behaviour.
For appropriate requirements the conditions are given below:
There should be some reason to show dissatisfaction for the present time situation.
To build a positive image of the future.
A person should have belief that he or she can change the behaviour of the other
person.
A person should have a reason for action.
A person should have enough information to change the behaviour successfully.

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There are some preconditions that can be used to encourage youngsters to follow the
way in which there are many physical activities and by adopting these preconditions
youngster can vary their behaviour. Behaviour can be changed if youngsters know
that physical activity can lead them to physical inactivity. Youngsters should have
information about what they desire to change and should have faith that a change in
their lifestyle is also possible.
The plan of marketing has given elements.
There should be prepared some questionaries that can help to have an face to
face interaction with the targeted audience.
There is very powerful weapon that is mass media it can be also helpful to
spread the awareness related to the benefits and goodness of physical
activities.
Practical goals should be set by the families of targeted audience to change
their behaviour to complete their desires.
People should be remembered their goals and they should be reorganization
of the achievement. To follow the change incentives could be arranged.
Behavioural drivers: (benefits and barriers)
Benefits:
Physical activity is very important for a healthy life for youngsters. It improves the circulation of
blood in body and helpful for a good and healthy lifestyle of an individual. Youngsters will remain
healthy for longer duration of time will be more active and it will keep youngsters away from major
diseases like diabetes, cancer and other killing diseases. Some other benefits of physical activity is
outlined below: (Benefits of physical activites, 2015)
Physical activity is helpful for the development of brain:
Brain is main organ of a body. Physical activities whether it is in any form always be helpful for the
development of brain. It increases the cognitive functioning of brain and leads to the good memory
and behaviour of the youngsters. Students will do improvement in their studies and they will achieve
a lot in their academic field. So, overall physical activity is very important for the overall
development of youngsters. (Benefits of physical activites, 2015)
Physical activities can prevent chronic diseases.
No doubt, if youngster will live an unhealthy lifestyle and will eat more junk food without doing any
physical activity they will suffer from chronic diseases. It can be easily noticed that a large part of
world population is suffering from chronic disease. The rate of mortality and morbidity has decreased
due to physical activities. If youngsters do physical activities they can save themselves from diabetes
and other chronic diseases. Physical activities can be also helpful in case of depression. It lowers the
problem of depression. (Benefits of physical activites, 2015)
Physical activities help to build muscles:
Every youngster dreams to be like the superstars and want to have muscles and good body like them.
Physical activities counter a very crucial part to build muscles and lose weight. Exercise is a good
method to keep bones and muscles healthy. The joint related problems can be diminished by physical
activities. (Benefits of physical activites, 2015)

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Physical activities will strengthen the immune system:
The immune function of the body can be improved with the help of regular physical activity. It
encourages circulation of blood. The risk of infectious diseases condenses. Moderate working out like
cycling and jogging controls the risk of diseases. Youngsters can lead a healthy life for a longer
duration of time by regular exercising. (Benefits of physical activites, 2015)
Barriers:
Technological advances have made life of youngsters very convenient and easy. Youngsters always
want to live in comfort zone. They have become couch potatoes. All this advancement in technology
made life inactive and many personal variables that include physiological and behavioural factors
could affect the plan of youngsters to become more physical active. In fact, the 10 most common
reasons adults cite for not adopting more physically active lifestyles are given below: (Division of
Nutrition, Physical Activity, and Obesity, 2011)
1. Do not have time to do exercise: Youngsters always have burden of studies and other things.
They always think they do not have enough time to do exercise and physical activities. They
prefer to hang out with friends, do parties, watching TV, plays games etcetera instead of doing
physical activities. It could be said that it is just an excuse of youngsters. They think that they
do not have time to do exercise but if they want they can take out some time for exercise.
2. Find inconvenient to do exercise: youngsters feel inconvenient to do exercise because it is
little bit hard sometime for them. These days youngsters always prefer to live a comfortable
life. They do not want to come out of their comfortable zone.
3. Lack of self motivation: some youngsters are happy as they are. They are not motivated to do
physical activities to become healthier. They just spent their time in sedentary lifestyle.
4. Do not find exercise enjoyable: Youngster loves to do party not to do exercise. They do not
find it enjoyable. They do not realize that it is essential for their health.
5. Lack of confidence to realize that they have efficiency to do physical activities: Some
youngsters feel that they cannot do physical exercise because they are not capable to do it.
They are not physical capable to do exercise.
6. Afraid to be injured: Some youngsters have fear in their mind if they will do any physical
activity they can get injured so they feel better to avoid physical activities.
7. In youngster there is lack of skills of self management like the ability to set their personal
goals, check their progress or reward progress toward such goals.
8. There is lack of encouragement, support, or companionship from family, friends and peers.
9. There is no availability of parks, sidewalks, bicycle trails, or safe and pleasant walking paths
convenient to their homes.
10. Youngsters and children always follow their parents. If parents do not do physical activities
and exercise. Youngsters do not take interest in it.
(Division of Nutrition, Physical Activity, and Obesity, 2011)
Theoretical underpinnings for behaviour change:
Campaign of marketing & communication:
Approach of marketing:
The marketing approach can be victorious with the mutual attempt of health professionals, colleges,
government organizations, NGOs and advertising. The target group need to understand the value of
physical activity by their marketing campaign. Government can take vigorous contribution in the
social marketing plan for mounting physical activity among youngsters by distributing the
communication program across the various departments. (Guaraldi, 2015)

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1. The transport department could use materials that promote walking and cycling as a means of
physical activity.
2. Swimming may be promoted by the Culture, media and sport departments.
3. Department of food would be accountable for campaigning the health benefits of healthy
lifestyle.
NGOs can use advertising campaign to advertise the aim of the program and summarize the
reasons behind the program. Awareness should be raised with the help of these programs that
lack in physical activity will lead to gain in weight and disease. NGOs already aware of the
importance of physical activity in the lifestyle of an individual but the advertising campaign
will promote the message that they want to communicate. The government campaign will
receive trust from the public. (safe kids world wide, 2015)
Strategy of communication:
Basic variations should be brought in the lifestyle of the individuals to maintain a healthy
lifestyle. Effective communication will act as a channel and implement essential changes in
the behaviours of the individuals. Communication strategy will achieve the given goals:
1. Enhance the awareness among the youngsters about the significance of physical activity.
2. Giving them strategies to apply the change in the behaviour.
3. Opinion to be offered in order to transform the sedentary lifestyle.
4. Bringing awareness among the people that the lifestyle choices of the youngsters are
threatening and it can lead to chronic diseases.
(Obesity prevention source, 2016)
Social change objectives:
Marketing plan implementation:
There will be a 12 month marketing plan will and the following stages will be included in this plan.
Marketing Mix:
Social marketing is often known as 1P marketing. Advertising and branding plays a vital role for
success marketing plan.
1. The relation with the partners, activists and NGOs will remain for 12 months and with the help of
government agencies and commercial partners the network will be build. Social media can be
helpful for the promotion of importance of physical activities.
2. Branding should be done in a effective way with the help of inspiring themes.
3. An advertisement will be launched by using television, newspaper, and social media that will talk
about importance of physical activity instead of only obesity and chronic disease.
4. An application could be used that would have questionnaire related to the issues of health that can
be result of physical inactivity. This would be published in Face book.
5. Parents and the family members can help their children to achieve their goals. They can indulge
in physical activity with their motivation.

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6.

Support and encouragement should be provided to the families from time to time to change the
sedentary lifestyle of the youngsters. This will be possible by making the physical activity
attractive and motivating the individuals to live a healthy lifestyle.
7. The press could play a vital role in spreading the awareness about the benefits of physical
activities.
(Lefebvre, 2014)
Recommendations:
The main aim of the social marketing plan is to change the sedentary lifestyle of the youngsters
Physical activity is very essential for healthy lifestyle. The campaign should be big enough to
raise the awareness among common people. The marketing campaign should be available to the
maximum audience in the time period of 12 months. The success of the campaign should be
monitored regularly. Without a doubt, The marketing campaign will be successful if it is capable
to bring a change in behaviour of the youngsters. The assessment of the programme might be
measures by the achievement in spreading awareness and changing the attitude of the youngsters.
(Lefebvre, 2014)

Reference List
be active. (2015, may 15). Retrieved january 31, 2016, from WA programs and campaigns:
http://www.beactive.wa.gov.au/index.php?id=1009

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Benefits of physical activites. (2015, october 29). Retrieved january 25, 2016, from NIH:
https://www.nhlbi.nih.gov/health/health-topics/topics/phys/benefits
betterhealth. (2015). Retrieved january 26, 2016, from department of health and human services:
https://www.betterhealth.vic.gov.au/health/healthyliving/physical-activity-overcoming-the-barriers
Division of Nutrition, Physical Activity, and Obesity. (2011, Februrary 16). Retrieved january 26,
2016, from Overcoming Barriers to Physical Activity:
http://www.cdc.gov/physicalactivity/basics/adding-pa/barriers.html
Division of Nutrition, Physical Activity, and Obesity. (2015, june 19). Retrieved january 28, 2016,
from Childhood Obesity Causes & Consequences: http://www.cdc.gov/obesity/childhood/causes.html
Guaraldi, F. F. (2015). Journal of the Association of Physicians of India. JAPI , 136.
Kotler, P., & Lee, N. (2009). Up and out of poverty. Wharton School Publishing.
Lefebvre, R. (2014). Social Marketing and Social Change. Strategies and Tools For Improving
Health, Well-Being, and the Environment .
Obesity prevention source. (2016). Retrieved january 29, 2016, from obesity consequences:
http://www.hsph.harvard.edu/obesity-prevention-source/obesity-consequences/
safe kids world wide. (2015). Retrieved january 28, 2016, from Children narional health system:
http://www.safekids.org/safe-roads-safe-kids
Sue Y.S. Kimm, M. M. (2002). Decline in Physical Activity in Black Girls and White Girls during
Adolescence. The new england journal of medicine , 709-715.
Sue Y.S. Kimm, M.D., M.P.H., Nancy W. Glynn, Ph.D., Andrea M. Kriska, Ph.D., Bruce A. Barton,
Ph.D., Shari S. Kronsberg, M.S., Stephen R. Daniels, M.D., Ph.D., Patricia B. Crawford, Dr.P.H., Zak
I. Sabry, Ph.D., and Kiang Liu, Ph.D. (2002). Decline in Physical Activity in Black Girls and White
Girls during Adolescence. The new england journal of medicine , 709-715.