A HEALTHY BALANCE Victorians Respond to Obesity

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A HEALTHY BALANCE Victorians Respond to Obesity

• Con Stavros
• RMIT University

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Agenda
Questions
Setting the scene
Putting the media into perspective
Rebellion in the ranks
Reality myth
Suggestions
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Questions

• How can the media and advertisers influence
  children and families to participate in physical
  activity and healthy eating?
• How can we use the media and marketing to promote
  healthy weight?

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Setting the scene

• Media any vehicle which allows us to transfer
  information or a thought to a target audience.
• Advertising a component of marketing that
  focuses specifically on communicating (informing,
  persuading or reminding) to a target audience
  about a brand or concept.
• Marketing a management system designed to
  facilitate exchange between brands/concepts and
  target audiences

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Media

• Fragmented
• Diverse
• Measurement issues
• Cluttered
• Works best when integrated

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Myths of marketing advertising

• Truth
• Dollars
• Mind Control
• Art
• Competition
• Interruption

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Reality of marketing advertising

• Perception
• Deflection
• Social Acceptance
• Partnerships
• Integration
• Science

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Some Suggestions.

• Target opinion leaders
• Put your arm around your audience - dont lecture
  them
• Take the widest possible definition of media
• Integrate the strategy
• Use a visual approach

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Cognitive
Classical
Vs
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Some suggestions.

• Think national - and if possible international as
  the media has no borders
• Identify your key audiences and target each
  separately - one message doesnt suit everyone
• Avoid the temptation to regulate education and
  engagement are superior
• Think long-term

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Thank You.
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