How do we ‘Measure Up’?: A critical analysis of knowledge translation in a health social marketing campaign

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Title How do we ‘Measure Up’?: A critical analysis of knowledge translation in a health social marketing campaign
Author Sebar, Bernadette; Lee, Jessica
Publication Title 2012 International Social Marketing Conference: Delve Deeper
Editor Kubacki, K and Rundle-Thiele, S
Year Published 2012
Place of publication Australia
Publisher Griffith University
Abstract It would be difficult to argue to the contrary that our current culture is inundated with health messages and promotion initiatives. Our daily lives, from school to work, television to newspapers, and billboards to postcards, are saturated by calls for us to eat healthier, exercise more, and take control of our lives. Indeed, government campaigns to increase physical activity, improve nutrition, and not least, to lose weight are being supported by unprecedented amounts of funding. The current Australian Better Health Initiative (ABHI) of which ‘Measure Up’ and ‘Swap It, Don’t Stop It’ are a part, is backed by $500 million of public money (Australian Government, 2010). Such programmes however are by nature, largely ‘top down’ and based on taken-for-granted ‘facts’ around health. The aim of the current project is to critically analyse the translation of knowledge between background research and the resulting health promotion campaign. Despite an understanding of the multi-determinants of health, the Australian Government continues to spend vast amounts of money on narrowly focussed individual behaviour change strategies. We examine the apparent disjuncture in the translation of knowledge in the Australian Government’s ‘Measure Up’ and ‘Swap It, Don’t Stop It’
Peer Reviewed Yes
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Copyright Statement Copyright remains with the authors 2012. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the authors.
ISBN 9781921760686
Conference name ISM 2012
Location Brisbane, Australia
Date From 2012-06-27
Date To 2012-06-29
Date Accessioned 2012-07-16
Language en_US
Research Centre Population and Social Health Research Program
Faculty Griffith Health Faculty
Subject Health Promotion
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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