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:
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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?
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In addition to children who else should I interview (town planners, nutritionists, teachers, physiologists)
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What areas of Melbourne should I focus on (I was initially thinking Toorak, perhaps Broadmeadows, Brunswick)?
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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’.
Posted by Tess 
Posted by Tess 