An evaluation of the ‘Swap2Win’ social marketing campaign: A Let’s Beat Diabetes initiative.
posted by admin on 16 July 2009
Year of Publication
Auckland: Auckland UniServices Limited.
The authors report on a process and preliminary outcome evaluation of the Let's Beat Diabetes social marketing campaign in Counties Manukau. The Swap2Win campaign aimed to tackle and reduce four key risk factors associated with obesity and Type II diabetes. The campaign aimed to introduce the idea of "swapping‟ certain eating and physical activity behaviours for healthier alternatives. The process evaluation objectives were to evaluate: (1) the development and implementation of the social marketing campaign; (2) the engagement of other LBD key stakeholders; and (3) the campaign‟s resources. Outcome evaluation objectives were to identify: (1) the awareness of the social marketing communications; (2) attitude and behavioural changes in food consumption and purchasing, and physical activity; and (3) changes in attitudes towards obesity in the target audience. Key evaluation methods included in-depth interviews with 26 key stakeholders, a resource user survey with 34 respondents, and a survey of 431 members of the target audience. Overall, the evaluation suggests that the campaign was implemented as intended and the key stakeholders had a good understanding of the key messages in the campaign that enabled them to offer the campaign reasonable support. This target audience survey indicated minimal unprompted awareness of the campaign, although nearly a third of the target audience had some form of recall. The authors note the campaign is strengthening existing health messages. Recommendations are made with particular reference to the theory, practice and processes to be considered by future campaigns.
Type of Study
How to Access
More information on the project, including associated publications, can be found at: http://www.betterfuture.co.nz/32/lets-beat-diabetes/home