The Rational Model strategy, a cognitive decision model used in the campaign, postulates that by providing unbiased information and increasing the person's knowledge, then change in attitudes and beliefs will occur, prompting behaviour change (WHO, 2012). This strategy is evident in the campaign as the website focuses on providing information, resources, and support instead of using scare tactics or targeting people's vulnerabilities to prompt people to change behaviour. Furthermore, rather than highlight the dangers of obesity, it attempts to increase the person's knowledge to help empower them to change their behaviour (WHO, 2012). Messages of empowerment have been shown to be effective at impacting individual behaviour change (George et
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Coaction is the assumption that if people can adopt one health behaviour, they can adopt another (Johnson et al., 2014). The campaign attempts to promote coaction by focusing on the simultaneous co-occurrence of two health behaviours (healthy diet and regular exercise). Indeed, findings by Johnson et al. (2014) reported that coaction consistently occurs when multiple behaviour interventions using the TTCM are used. Therefore, coaction through the TTCM strategy is a strength in this …show more content…
Happier' campaign is a social marketing campaign that uses a theoretical framework and incorporates behaviour change techniques. Herein lies the strength of the campaign. As Webb et al. (2010) found, campaigns have greater impact and larger effects when grounded in theory than those campaigns that were not or that incorporated fewer strategies. However, a limitation of the campaign is, as an individually focused campaign, the onus lies with the individual to take 'control' over their health and there are many factors such as socio-economic status, education and culture that may impact an individual's ability to choose healthier options and behaviour. In addition, the campaign relies on self-efficacy and determination of the individual to make these changes as well as having reasonable health literacy. However, as Griffiths, Blair-Stevens, & Parish (2009) discussed the key contributions of health promotion are to offer health information, resources, motivation and support in order to help people make informed health choices. The 'Heathier.Happier' campaign, notwithstanding the limitations noted fulfills these the key contributions of health promotion and therefore, the campaign overall has the potential for positive behaviour
Coaction is the assumption that if people can adopt one health behaviour, they can adopt another (Johnson et al., 2014). The campaign attempts to promote coaction by focusing on the simultaneous co-occurrence of two health behaviours (healthy diet and regular exercise). Indeed, findings by Johnson et al. (2014) reported that coaction consistently occurs when multiple behaviour interventions using the TTCM are used. Therefore, coaction through the TTCM strategy is a strength in this …show more content…
Happier' campaign is a social marketing campaign that uses a theoretical framework and incorporates behaviour change techniques. Herein lies the strength of the campaign. As Webb et al. (2010) found, campaigns have greater impact and larger effects when grounded in theory than those campaigns that were not or that incorporated fewer strategies. However, a limitation of the campaign is, as an individually focused campaign, the onus lies with the individual to take 'control' over their health and there are many factors such as socio-economic status, education and culture that may impact an individual's ability to choose healthier options and behaviour. In addition, the campaign relies on self-efficacy and determination of the individual to make these changes as well as having reasonable health literacy. However, as Griffiths, Blair-Stevens, & Parish (2009) discussed the key contributions of health promotion are to offer health information, resources, motivation and support in order to help people make informed health choices. The 'Heathier.Happier' campaign, notwithstanding the limitations noted fulfills these the key contributions of health promotion and therefore, the campaign overall has the potential for positive behaviour