Government takes positive approach to curb obesity
Eric, a chubby character made from balloons, stars in the government’s latest attempt to hem in Australian waist lines.
The “Swap it don’t stop it” campaign marks a change in approach by the Department of Health and Ageing, moving away from the consequences of unhealthy living to explain how small changes in lifestyle can lengthen our lifespans.
The TV, print and radio campaign is the first work for the federal government by JWT Melbourne. The push also includes an iPhone app that helps people chart their progress in changing their lifestyle.
There is also an activation element, with Eric set to appear ‘in person’ at community events.
“Previously, the government highlighted the negative consequences of an unhealthy lifestyle. We have shifted from a stick to a carrot approach,” said Angela Morris, the head of planning at JWT Melbourne.
“Ninety per cent of Australians say they will do whatever it takes to stay healthy. But only a third of them actually do. There’s a barrier to change – an attention gap – and we feel that a positive approach is now the best way to instigate change.”
“Swap it don’t stop it” follows the “Measure up” campaign of 2008, when the Rudd govermment introduced the line “The more you gain, the more you have to lose.”
Eric marks a return to animation for government fat-fighting efforts. In the 1985, the authorities introduced Norm, an amiable yet slothenly guy who claimed: “I’ve just got big stomach bones” in the “Life. Be in it” campaign.
Nice work – achieveable, simple, actionable messages.
Presume the misandrists are pleased that the fatty is a fella 😉
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I like it. It’ll work.
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Where are The Chasers when you need them??
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Oh FMD this is shite.
It’s ostensibly no better than Nancy Reagan’s ‘Just Say No’ campaign against drugs, and we all know how well that worked.
Fat balloon people? Seriously JWT?
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I reckon this is good. The voiceover sounds natural, the visuals are simple but interesting and clever and I remember what they have said after it is finished.
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What the hell happened to society when the Government feels the only way they can get messages across is to communicate to us like we’re four years old?
If research shows that this kind of messaging is the way to get through to the average Australian, then I think we’re all in serious trouble.
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Loses me within the first couple of seconds, as it will all those who love their food. Seeing a nice big meal swapped to an entree???? If it was that easy there would be no one overweight…. Bring back Norm!
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You’re right Rob. Cognitive dissonance is s strong force.
f you “love food” and can’t make the link between portion size, appropriate diet, exercise and a healthy lifestyle, then a tubby you will become / remain.
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^^ bugger, wasn’t logged in.
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This is for kids right?
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He ‘aint no Norm…FAIL
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umm…is this not a rip off of the UK campaign ‘change for life’. Even the same byline!
http://news.bbc.co.uk/2/hi/health/8518251.stm
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Whether or not you like the execution (I personally don’t), I think the bigger question is whether advertising can do anything to halt rising obesity. We live in an obesogenic environment, surrounded by fast, cheap, calorie-dense food and drink. If the government wants people to change, it’s about more than funding a token ad campaign – we need to look at tougher measures such as taxing junk food or restricting its advertising. Unpopular? Yes. But clearly the current approach isn’t working.
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Misses the point totally, the previous ads were closer to the real truth / insight. It’s not what an obese person does – that’s a rational and will be over run by the emotional almost every time. It’s why people do it!
So preaching to the masses may feel good to the so called powers to be, and a few will respond in the short term, it is essentially nothing new or insightful.
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After seeing the video clip of the chubby kid pile drive the skinny wanker of a kid into the ground i see ads like this having less effect.
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@Chris – you’re right
According to the article, the British campaign has an accompanying leaflet that suggests “simple ways to swap some of the things you eat, drink and do for healthier choices. Room swap, for instance, urges this age group to go out into the garden…”
sounds very familiar…
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GREAT music choice!
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I can see this one getting a few complaints:
http://swapit.gov.au/downloads/feed-for-a-lead.pdf
Obviously they’re suggesting to exercise instead of eating junk food, but could easily be misinterpreted as skipping meals to exercise.
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The swapper ad/concept is good but they could have made it cuter and used tigers instead.
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I quite like it to be honest, but in saying that I think I’m fair close to the demographic they are targeting.
It hits the spot with me highlighting the fact loosing weight isn’t the be-all-end-all, you simply need to look at your food differently ie eat a little less etc rather than giving up meals entirely. It’s catchy, and it’s got my attention- who would have thought from a govt commercial.
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I think this is a good message and well delivered. As someone who works in health marketing, there is no doubt a critical message is getting people to stop thinking about diets and start thinking about lifelong minor achievable changes
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