Case 5: Get Your Life into Gear

  • Sinead DuaneEmail author
  • Christine Domegan
Part of the Applying Quality of Life Research: book series (BEPR)


Get Your Life into Gear was a 12-week pilot intervention developed by safefood using social marketing principles and processes to think through complex exchange issues surrounding obesity and workplace behavioural change. The specific problem that needed to be addressed is burgeoning male obesity in truck drivers.

This case study describes the actions undertaken (situational analysis, audience research, behavioural objectives, the marketing mix and evaluation) during the planning and implementation of the pilot programme. It concludes with operational and strategic lessons learnt when tackling wicked problems that threaten the quality of life for all citizens within a developed society.


Social Marketing Health Check Truck Driver Social Marketer Wicked Problem 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.



The authors and safe food would like to thank Marita Hennessy for her contribution to the planning and development of this project. They would also like to thank the following individuals and organisations for their participation in the development of Get Your Life into Gear:

Dr Birgit Greiner, Senior Lecturer, Department of Epidemiology and Public Health, University College Cork, Ireland

Gerry McElwee, Head of Cancer Prevention, Ulster Cancer Foundation, UK

Maureen Mulvihill, Health Promotion Manager and Janis Morrissey, Dietitian Irish Heart Foundation, Ireland

Finian Murray, Health Service Executive North East, HSE and Member of Men’s Health Forum in Ireland

Dr Noel Richardson, Director, Centre for Men’s Health, Carlow IT, Ireland

In addition, safe food acknowledges the support of the following organisations:

The Chest Heart and Stroke Association, Northern Ireland

The service stations and work sites participating in this pilot programme

safe food thank the Irish Heart Foundation for allowing their Walking Challenge and other information resources to be adapted for this intervention.

safe food would especially like to thank the many truck drivers interviewed during the development of this programme, without their valuable input this resource would not have been possible.


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Copyright information

© Springer Science+Business Media Dordrecht 2013

Authors and Affiliations

  1. 1.Marketing, J. E. Cairnes School of Business and EconomicsNational University of Ireland GalwayGalwayIreland

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