Abstract (‘S)

What follows is my abstract for my honours thesis/research project. This is a work in progress and will be updated and modified as I begin preliminary research and get feedback from LABsome.

Australian children are damaging their health by not spending enough time exercising and making poor nutritional choices. This is the result of an increasing reliance on digital technology (computers, video games, music devices) to fulfil entertainment and communicative needs, coupled with a lack of education around physical activity and proper nutrition. At present xxx number of primary school children (5 – 12 years) can be categorised as overweight or obese. I am interested in researching methods of promoting healthy and active lifestyles to primary school age children in a manner that they find relevant, motivational, and interesting. I am also interested in comparing the health, lifestyles, and motivational drivers of children in different geographical (i.e. design of community is not conducive to encouraging children to exercise outdoors in a safe environment) and socio-economic areas of Melbourne.

 Thinking about this further here are some questions I am battling with:

• I will need to speak to children about this – what are the ethics involved with interviewing children? Will it be difficult to get clearance from the ethics committee?
• In addition to children who else should I interview (town planners, nutritionists, teachers, physiologists)
• What areas of Melbourne should I focus on (I was initially thinking Toorak, perhaps Broadmeadows, Brunswick)?
• What is likely to motivate children to exercise and eat nutritional food, or parents/teachers to promote healthier lifestyles? Are these the motivators similar or vastly different?

Early (unresearched) instinct was that children from higher socio-economic areas would be less likely to participate in a healthier lifestyle because their parents would likely be able to afford more digital technology (x-box, Internet etc.). However talking (casually not academically) to people I’m starting to question this initial gut-reaction. Children from higher socio-economic areas may be better educated about making healthier choices (this may even come from some forms of new media such as the Internet). Also I know that some areas that are seen as less developed (such as Wallen) do not have footpaths, bike tracks, modern sports facilities etc. They do not make it easy for children to exercise. Even simple tasks such as walking to school safely are difficult.

BACK TO THE DRAWING BOARD (28 March)

 After having the original proposal (see above) slammed down in LABsome – Too big! Too grey with ethics! Not specific!…here is my new one. (work in progress)

Numerous studies have been done addressing issues of child nutrition and physical exercise habits. From these studies a range of global and local initiatives have been implemented. I would like to investigate a collection of these studies and health initiatives. From this I hope to gain an understanding of how to effectively use public relations to promote healthy lifestyle choices to primary school aged children in a manner that they find relevant, interesting, and motivational.

Methodology

Based on my abstract as it currently stands I will use a lot of secondary research. Looking at studies that have already been completed and initiatives that have been or and in the process of being implemented. I would like to do some primary research (namely interviews) on the topic but this will depend on time and ethics considerations.  I intend to use quantitative research to draw similarities in statistics and recommendations from each existing study. However, I will also use qualitative research to analyse the discussions presented in each research paper and draw similarities from any primary research I am able to undertake. Also many international studies/initiatives may need to be analysed and placed in a localised context.    

Building on my existing Abstract – My (hopefully) Final Abstract…(May)

Filling out my ethics approval form this week was immensely helpful in helping me clarify my research thesis.

The number of Australian primary school aged children (5 to 12 years) who are categorised as overweight or obese* is higher than ever before. Many researchers and media outlets have declared the current situation an epidemic.

Numerous studies have been done addressing issues of child nutrition and physical exercise habits. From these studies a range of global and local initiatives have been implemented. I would like to investigate a collection of these studies and health initiatives.

My research will include but not be limited to the analysis of:

• academic studies
• localised and national advertising campaigns (both government and privately funded)
• sports initiatives (such as Auskick, YMCA programs)
• school initiatives (such as healthy canteen meals, educational content)
• corporate initiatives (such as McDonald’s ‘healthy’  heart-foundation approved happy meals).

Outcomes that will be analysed include but are not limited to:

• ability to educate
• ability to instigate behavioral change
• ability to be remembered
• ease of implementation
• relevance
• results of any control group studies
• general analysis
• credentials and professions of those involved in implementation

The outcomes of existing research will be measured for both children and caregivers**.

From analysing a range of studies and initiatives I hope to gain an understanding of how to utilise public relations to effectively promote health and ultimately curb the epidemic.

 

 New Abstract September 2008

This report serves to analyse the effectiveness of social marketing as an appropriate strategy to engender behaviour change in a democratic society. Specifically, it looks at improving eating habits and increasing physical activity in Victorian children. Methods of mandatory legislation (chapter 5) will be considered as an alternative to social marketing. The Victorian State Government funded Kids – ‘Go for your life’ program will be profiled and critiqued as a social marketing campaign. It will also be secondarily critiqued using the ROPE process (of public relations) to provide a richer less rigid basis for analysis. Conclusions and recommendations will be made based on research outcomes including relevant literature around: social marketing (chapter 1), the ROPE process (chapter 2), and the Australian obesity ‘epidemic (chapter 3); available social marketing plans (appendix 3 and 4); critical analysis (chapter 4); and an interview with Kids – ‘Go for your life’.

 

 

Dumb Goals, SMART Goals, & NYR’s

Today I got to thinking about New Year’s Resolutions (NYR’s) and how much of a hoax they are in our society. As we approach April, hands up anyone who can honestly say they are still on target with their NYR’s…After years of disappointments and failures (I don’t own a Porsche, I haven’t started a fortune 500 company…yet, and I am having doubts about the likelihood of making it to the final of Australia’s Next Top Model) I have decided to scrap the concept all together.

I had high expectations for 2007, but two weeks in I found myself disillusioned and travelling along lifes’ course uncharted. That’s not to say I didn’t achieve – because I did. Personally 2007 was a huge year. I celebrated my 21st, got my first full time job, left my first full time job, left the country for the first time, lived in China independently, had my heart broken, had my arm broken (high heels + high blood alcohol level + high speeds + STAIRS = three months of agony), fell in love with Facebook, and learnt to drive. All in all I think it was a pretty productive year. Although I feel stronger, taller and morally fitter from these experiences, I can honestly say that not one of the above events was planned on January 1 2007.

Dilemma: While I most defiantly don’t want to be disappointed after another round of failed NYR’s, I also don’t want to leave everything up to fate. I want purpose and direction.

Solution: MT Goals in April.After agonising over this with my beautiful beautiful best friend Rosanna, I finally came up with a solution. So stay with me here because I have a point and it’s good!

Everyone makes resolutions to ‘be healthier’ or ‘make more time for friends’ fully expecting not to succeed. It’s almost viewed as a joke I think. I read somewhere that gym memberships spike in mid-December (with everyone joining a gym to lose those extra 3 billion Kg’s in the New Year). Gyms are busiest in January, but by February attendance drops by almost 25% on January numbers. By the end of March that number is close to 40%. So if a gym can expect to average 100 members a day in January, it should therefore expect 75-80 in February and only 60-65 by the end of March.Reason: I believe is this…

January: people are in the ‘new year/new me’ motivation mindset (also probably a tad guilty from the chrissie over-indulgence).

February: it’s back to work/university, same old same old – “I’m busy, I’ll go tomorrow” excuses.

Late March: well you just can’t be bothered, Winter’s around the corner so let’s have that Snickers bar and hide it under our big baggie jumper.

“Motivation is what gets you started, habit is what keeps you going” – Fitness First

The problem with this is that it takes on average 4 – 6 weeks to turn motivation into serious habit. So for A LOT of people the motivation dies before it ever has a chance to transform into habit, thus our vow to ‘be healthier’ or whatever other vague resolution we have recycled from years gone by dies an unfulfilled death (only to be resurrected in a vain attempt to be better next year).

I then started thinking about the difference between a resolution and a goal. In the business world (especially in strategic PR) goals matter – really matter. The earlier half of my 2007 was all about first setting goals, then madly striving to achieve them. Most companies I know use SMART goals. SMART is an acronym that stands for Specific, Measurable, Achievable, Realistic (sometimes rewarding but this is more when used in a personal approach not business), and Timely. Basically to have any goals approved by management they must meet these criteria. I’m sure there has been many a late night spent by many a PR practitioner trying to get the wording of such goals blah perfect, and make them bold yet still achievable. Anyway, after listening to a whole bunch of podcasts on goal setting (the cream of the crop being the brilliant Manager Tools podcast) and theories of motivation and achievement I’ve come to the conclusion (with the help of the wonderful Mark Horstman) that SMART goals are DUMB.

This is what Manager Tools taught me. If you make a goal that’s not:

Specific –  to the needs of your organisation, management is going to pull you up on it in two shakes

Measurable – cool with this

Achievable – I think this goes without saying

Realistic – is there actually a difference between realistic and achievable?

Timely – also cool with

So this leaves us (thank you Manager Tools) with MT goals. MT being measurable and timely. If you make a goal that’s measurable and timely then by nature it’s going to be specific, achievable, and realistic.

Ok theory out of the way…practical.

For example – Goal: lose 5kg’s (measurable) by April 1 2009 (timely) – I think right there that’s specific (not vague), achievable, and realistic. SMART or MT

By contrast – Resolution: Eat healthier (by when? what’s healthier mean? how do we measure that? healthier mind or body or both??? arrrgggghhhh) DUMB DUMB STUPID DUMB

Come April 1 2009 I either say: “yes I lost 5kg’s” or “no I didn’t lose 5kg’s”. But how the hell do I know if i’m “healthier”?

The things that get measured get done! Bottom line (oh Manager Tools). Argue all you want but I’m right. It’s that way in business so why not apply that to life?

Another thing about business goals is that your lively hood depends on them. You set them, management approves them and at the end of the year you get a promotion or bonus or at the very least kudos if you reach and/or exceed them. If you fall short of the goal – WATCH OUT. If it’s measurable and documented (i.e. other people such as your boss know about it) it will get done.

So this is our proposal: On March 30, Rosy and myself will drive to a secluded beach to nail down our action plan for the next 365 days in total peace and relaxation. I mean really talk it through and decide specifically what we want to achieve for 2008 and the steps we need to take to get there.We will divide our lives into categories (i.e. work/uni, friends, relationships, family, health, self-development – we’ll sort it next week) and for each category write out three MT goals (that being measurable and timely). They may be as big or as simple as we like so long as they are MT.

The time frame will be from April 1st 2008 to April 1st 2009 (Jan to Jan is such a cliche!). We tell each other what they are, publish them somewhere (watch this space), and then hold each other accountable. On our MT planning day we will also create check points or small milestones on July 1st, October 1st, and January 1st. A reward will be set if we achieve these milestones.There will be a clear “yes we succeeded” or “no we failed”. And, because we have milestones at checkpoints we will know if we are on track or if we need to lift our game. The best part part about this is that because we publish our goals and motivate each other we will be accountable. And, because there is a big reward at the end (TBA – but for all intensive purposes lets say a holiday) and a series of smaller rewards at the checkpoints (lets say pedicures) we will stay motivated.