Health campaign on behaviour change (physical activity/nutrition)

Scenario: In population health, policy makers invest considerably in public health campaigns, often with video components shown on television and social media. A number of Australian video campaigns have focused on changing behaviour around physical activity and nutrition.

Health campaign to use: The Australian Federal Government ‘Swap it, Don’t stop it’ 2011 campaign

Essay Question: Critically assess the extent to which your chosen campaign was effective. Draw on available published empirical evidence and the broader research on behaviour change.

Within your answer, your essay should aim to address the following questions:

What theories and empirical research can be used to indicate whether the campaign would be effective or ineffective?
What did the evaluation suggest was effective or ineffective?
How would you improve or change the campaign, if rolling it out again?

Starting references:
– Wakefield, M.A., Loken, B., & Hornik, R.C. (2010). Use of mass media campaigns to change health behaviour. The Lancet, 376, 1261–71.
– Glasgow, R. E., Vogt, T. M., & Boles, S. M. (1999). Evaluating the public health impact of health promotion interventions: the RE-AIM framework. American Journal of Public Health, 89, 1322-1327.
– Cavill, N., & Bauman, A. (2004). Changing the way people think about health-enhancing physical activity: do mass media campaigns have a role? Journal of Sports Sciences, 22, 771-790.
– O’Hara, B. J., Grunseit, A., Phongsavan, P., Bellew, W., Briggs, M., & Bauman, A. E. (2016). Impact of the swap it, don’t stop it Australian national mass media campaign on promoting small changes to lifestyle behaviors. Journal of Health Communication, 21, 1276-1285.

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