Evaluating the effectiveness of an Australian obesity mass-media campaign: how did the 'Measure-Up' campaign measure up in New South Wales?

Abstract

In 2008, the Australian Government launched a mass-media campaign 'Measure-Up' to reduce lifestyle-related chronic disease risk. Innovative campaign messages linked waist circumference and chronic disease risk. Communication channels for the campaign included television, press, radio and outdoor advertising and local community activities. This analysis examines the impact of the campaign in the state of New South Wales, Australia. Cross-sectional telephone surveys (n = 1006 adults pre- and post-campaign) covered self-reported diet and physical activity, campaign awareness, knowledge about waist circumference, personal relevance of the message, perceived confidence to make lifestyle changes and waist-measuring behaviours. The campaign achieved high unprompted (38%) and prompted (89%) awareness. From pre- to post-campaign, knowledge and personal relevance of the link between waist circumference and chronic disease and waist measuring behaviour increased, although there were no significant changes in reported fruit and vegetable intake nor in physical activity. Knowledge of the correct waist measurement threshold for chronic disease risk increased over 5-fold, adjusted for demographic characteristics. 'Measure-Up' was successful at communicating the new campaign messages. Continued long-term investment in campaigns such as 'Measure-Up', supplemented with community-based health promotion, may contribute to population risk factor understanding and behaviour change to reduce chronic disease.

Impact of Weight of the Nation Community Screenings on Obesity-Related Beliefs

“…Although the effects of mass media campaigns for obesity are mixed, there is some evidence to support campaigns having short-term effects of increasing knowledge, attitudes, intentions, and behaviors that can reduce obesity. 11,17–20 These results contribute evidence that documentaries screened in a community setting may be a useful source of information and motivation that can impact beliefs.…”

Short horizons and obesity futures: Disjunctures between public health interventions and everyday temporalities

“…Temporality in this campaign is simply presented as linear, decontexualised life course with an ability to foresee the future and to take prudent action to mitigate any possible risks. In their evaluation of the 'Measure up' campaign in New South Wales (Australia), King et al (2013) note that awareness of the campaign was higher among more educated and affluent adults (2013, p. 1036), suggesting that they may have an ability to imagine and plan their futures and take pre-emptive action (as the campaign depicted). Bourdieu (2000) argues that the power to control the future 'means first of all having a grasp on the present itself ' (2000, p. 221).…”

Pistas Implícitas E Obesidade: Estratégias De Proteção Contra O Marketing De Alimentos

“…No entanto, não se observoua mudança dos hábitos da população, como o aumento do consumo de alimentos saudáveis e atividade física. 48 Outra estratégia informativa inclui a implementação de guias alimentares. Estes visam apresentar para a população, de forma mais clara e resumida, quais seriam as principais recomendações nutricionais promotoras da saúde.…”