Kailynn, Age 10, Robson
2nd Session, 38th Parliament – November 29, 2006
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Kailynn, Age 10, Robson
Several witnesses highlighted social marketing as an integral component of a strategy to address childhood obesity in British Columbia. Like these witnesses, the Committee believes that British Columbia needs targeted messaging to change the trends of increased physical inactivity and unhealthy heating. To be most effective, we need leadership in developing a coordinated strategy to offset the billions of dollars spent by industry to encourage parents and children to buy unhealthy food options.
Key Features of Social Marketing
Source: A.Andreasen, Marketing Social Change. San Francisco: Jossey-Bass, 1995. p. 14. |
Social marketing is defined as the “application of commercial marketing technologies to the analysis, planning, execution and evaluation of programs designed to influence the voluntary behaviour of target audiences in order to improve their personal welfare and that of their society.” 54 In very basic terms, social marketing is about getting people to realize something has to change; understanding the part they have to play; outlining the consequences of inaction; and detailing the positive alternatives.
Social marketing has its base in the traditional ‘four Ps’ of marketing – Product, Price, Place, and Promotion. In social marketing, however, the product is the package of benefits associated with the desired action and the price is usually not a monetary one. 55
The objective of social marketing is to influence behavioural change. According to several witnesses, the process of change facilitated by comprehensive social marketing will generally proceed through several steps, which:
Several witnesses underscored the importance of understanding the core values and beliefs of its audience in order to connect. We heard of the need for a social marketing campaign to clearly identify the issue, to demonstrate the relevance and consequences of the issue, to outline alternatives and realistic responses, and for it to have an emotional trigger.
Of all the keys to success outlined by witnesses, the Committee heard most strongly about the need for a long-term commitment to a social marketing campaign aimed at childhood obesity in British Columbia. A long-term commitment not only enables good research, which has been identified as essential to any good social marketing program, but also allows for the process of behavioural change to occur.
Witnesses provided the Committee with several suggestions for developing marketing campaigns to address childhood obesity in British Columbia. A clear message that we heard was that a single “reduce childhood obesity” advertising campaign will not work. Instead, multiple messages using many mediums, targeting different audiences, and conducted over a significant period of time are required.
On the physical activity side of the equation, several programs now in place through 2010 Legacies Now and ActNow BC, such as SportFit, the 20-Percent Physical Activity Challenge and ActionSchools! BC, were cited as good starting points for normalizing physical activity in youth and emphasizing personal responsibility for physical fitness.
However, let us be clear about the challenges relating to changing the food consumption habits of young British Columbians. It is estimated that in the United States, more than $10 billion per year is spent by corporations to market food, beverage, and restaurant products to children and youth.56 The promotion of unhealthy foods targeting children is extensive, persuasive, and evolving. Marketing of high sugar and high fat products goes beyond mere television advertising of a generation ago; it extends now to the Internet, video games, cell phones, and product placements.
Earlier in this report, we identified that the removal of the social services tax exemption on junk food may be one possible source of revenue to fund a long-term and comprehensive social marketing campaign aimed at getting British Columbians more active and making better food choices. It is the Committee’s belief that an umbrella organization, such as the Nutrition and Exercise Council proposed in this report, is required to centralize and promote physical activity and healthy eating messaging, and ensure that the messaging campaign persists over time.
The Committee recommends that:
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© 2006 Legislative Assembly of British Columbia