Since the early seventies, Australian leaders have been trying to develop a nationwide behavioural change towards the occurrence of obesity and laziness throughout several methods of campaigning. It was recognised early on that there was a risk of obesity becoming a pandemic within Australia so, throughout decades’ campaigns have been altered to suit different generations based on various ongoing research and changes in lifestyles. The campaigns that will be discussed focus on how an increase of obesity levels were measured, how successful the campaign was and what type of information was collected to conclude that the campaign would be successful. The four main campaigns that will be focused for this paper are “How do you measure up?”, “Life. Be in it.”, and “Go for 2 & 5.”.
The “How do you measure up?” campaign was run by the Australian Government during early 2006. The campaign was a part of the Australian Better Health Initiative (“ABHI”), a program built by Australian state governments aiming to reduce the risk of
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It was advertised to Australians to curb their unhealthy eating habits through the use of television and radio commercials. Other advertising mediums were used (such as newspaper advertisement) but did not prove to be as affective in conveying the same message. The advertising of swapping an unhealthy snack for either a vegetable or fruit was a simple way of showing Australia that one did not have to undergo major change in their life in order to lead a healthy lifestyle. Through the use of television commercials, children were able to identify that the replacing of an unhealthy snack for a fruit or vegetable could be fun through the use of the 2 & 5 mascots, the Vegie Man and boy. This ad appealed to both parents and children ensuring that the healthy eating habits would stick and that the behaviours of unhealthy eating would cease (Woolcott Research Pty Ltd,