Fat-fighting campaign ‘waste of money’ claims rebuffed
A health expert has been quoted as saying the government’s ‘Swap It Don’t Stop It’ anti-obesity campaign – created by JWT Melbourne – was a ‘waste of taxpayer money’ and should be scrapped.
But the article in The Sunday Telegraph misquoted her and also got the campaign budget wrong, a university lecturer and the client, the Australian National Preventive Health Agency, have told Mumbrella.
University of NSW health program convener Anne Bunde-Birouste was also quoted as saying that the campaign was of “no real benefit to the community”.
She told Mumbrella: “What I meant was that, in isolation, the marketing campaign might be ineffective – without a holistic approach that includes education and community support.”
The campaign, launched in March, uses a balloon character called Eric to encourage Australians to do more excercise and cut down the amount they eat.
http://youtu.be/FG8IAxHqtFo
A spokesman from the Australian National Preventive Health Agency said that the evaluation phase for the ‘Measure Up’ campaign was underway, but said it was “too early” to gauge its effectiveness.
The client added that the $872m figure quoted for the ‘six year’ campaign was incorrectly linked to marketing spend, and instead referred to the national program for preventive health.
Marketing spend on the ‘Measure Up’ campaign is estimated at $100m over 4 years.
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JWT Melbourne
Had an influence on me changing from a 0km a month to 120km+ a month jogger (1000km since april, thank you very much). Gone from 103kg to 88kg.
Not saying it was the only thing that made me change, but I definitely recall the ads, and definitely recall saying to myself when I did that “yep, it’s really not that hard to do”….
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Also had an influence on me. Swapped the fizzy for water – big meals for smaller meals, fast food for a salad…
I have now lost 15kg, started walking and then started jogging 16km (8km each-way) every day instead of using public transport.
Started 104.2kg, now 89.2kg with 10 to go !
Would just like to say that this ad has had some effect on my life which I hope to continue into my older age.
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The previous “Turn your life around” campaign was directly responsible for me taking up swimming and gym training and going from 125kg to 83kg in just over two years.
I wonder who these “health experts” are talking to?
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Yeh, I agree. I really like this campaign. It’s suggesting you don’t have to be extreme in your behaviour or eliminate everything you like to bring about long-term changes that can (ultimately) save your life. I think it’s a fantastic campaign. Well done JWT Melbourne.
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Wait…is this thread the first time no trolls or utter negativity has plagued Mumbrella?
(Hmmm…did that come off all negative and thus ruin my original rhetorical question?)
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I thought this campaign was an insult to our intelligence. Now I see people are just dumber than i thought.
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Enter BK (with impeccable timing).
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I loved this campaign, it was just the right amount of friendly and not so forbidding. It is a laidback approach which aussies like, plus it’s inspiring with it’s gentle simplicity – not patronising at all, just encourages you to take the idea and run with it *pun not intended but oh well it’s cute.
I think the troll bait worked by the way 😉
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An execution devoid of any sort of consumer insight that might actually give people the impetus and/or encouragement to try and change their behaviour.
A five year old could see that this is doomed to fail.
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Oh Tim and BK – how perfect your professional expertise and own healthy lives must be!!
Surely anything to get this “growing” nation healthier is worth a try? There is absolutely nothing offensive about this campaign has clearly worked for some. This is not a ‘one approach’ issue!
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As someone that works both in the fitness and marketing I think this is a brilliant campaign. @BK you would be shocked at the level of knowledge out there about becoming healthier (as in it’s lower than you think). The main reason people do not stick to healthier lifestyles is because it is too different to what they currently do and in no time fall back in to old habits. This campaign doesn’t ask people to do anything different – simply modify what they already do. I say great message.
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I’ve always liked this campaign. Arguably, the strategy isnt dissimilar to the classic Life. Be In It. campaign: http://youtu.be/ilU8ilvBe3U
Cheers,
Tim (not the Tim above) – Mumbrella
Worst health campaign ever. “Just swap it”?
Just swap unhealthy food for healthy food.
Just swap doing nothing to doing something.
What is the clever principle? Essentially, be healthy. Why try to make out it some great new technique?
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By all objectives measures, campaigns like this fail to make people change their habits. It’s not really about this campaign though, it’s about the use of funds in advertising when they could have been directed elsewhere. Shock horror, but while advertising might be good at making people buy stuff it doesn;t work in making people adopt healthier lifestyles. The opportunity cost doesn’t stack up. The funds would be better spent giving obese people personal trainers or direct intervention. Lots of studies confirm this.
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I love this campaign. It’s simple and understandable for everyone, whether they are already changing their unhealthy ways or not.
So many people think it’s just too hard to get fit and healthy (especially when they don’t like exercise) and don’t try or give up.
This campaign is just saying, start swapping little everyday things. You will soon get healthier and it will become a routine.
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