Advertisement

Case 5: Get Your Life into Gear

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

Abstract

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.

Keywords

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.

Notes

Acknowledgments

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.

References

  1. Andreasen AR (1995) Marketing social change: changing behaviour to promote health, social development and the environment. Jossey-Bass, San FranciscoGoogle Scholar
  2. Andreasen AR (2006) Social marketing in the 21st century. Sage, LondonGoogle Scholar
  3. Bendell J (2011) Evolving partnerships. A guide to working with business for greater social change. Greenleaf Publishing Limited, SheffieldGoogle Scholar
  4. Butland B, Jebb S et al (2007) Foresight – tackling obesities: future choices – project report, UK Government Foresight Programme, OxfordGoogle Scholar
  5. Central Survey Unit (2007) Northern Ireland health and social wellbeing survey 2005/2006. Retrieved http://www.esds.ac.uk/findingdata/sndescription.asp?sn=5710. 12 May 2012
  6. Cheng H, Kotler P et al (2010) Social marketing for public health. Jones and Bartlett Publishers, LondonGoogle Scholar
  7. De Souza P, Ciclitiva KE (2005) Men and dieting: a qualitative analysis. J Health Psychol 10(6):793–804CrossRefGoogle Scholar
  8. Donovan R, Henley N (2010) Principles and practice of social marketing: an international perspective. Cambridge University Press, CambridgeCrossRefGoogle Scholar
  9. EASO (2012) Quick facts. Retrieved 17 Feb 2012, from http://www.easo.org/quick-facts
  10. Gill PE, Wijk K (2004) Case study of healthy eating interventions for Swedish lorry drivers. Health Edu Res: Theory Pract 19(3):306–315CrossRefGoogle Scholar
  11. Gough B (2007) Real men don’t diet’: an analysis of contemporary newspaper representations of men, food and health. Soc Sci Med 64:326–337CrossRefGoogle Scholar
  12. Gray CM, Anderson AS et al (2009) Addressing male obesity: an evaluation of a group based weight management intervention for Scottish men. J Mens Health 6(1):70–81CrossRefGoogle Scholar
  13. Hastings G (2003) Relational paradigms in Social Marketing. J Macromark 23(1):6–15CrossRefGoogle Scholar
  14. Hastings G (2007) Social marketing – why should the devil have all the best tunes? Butterworth-Heinemann, OxfordGoogle Scholar
  15. Hastings G, Domegan C (2013) Why should the devil have all the best tunes? Some more Tunes, 2nd edn. Routledge (forthcoming)Google Scholar
  16. Hastings G, Domegan C (in press) Social marketing, from tunes to symphonies, 2nd edn. Routledge, UKGoogle Scholar
  17. Irish Universities Nutrition Alliance (2001) North/South Ireland food consumption survey: food and nutrient intake, anthropometry, attitudinal data and physical activity patterns. Safefood, DublinGoogle Scholar
  18. Jack FR, Piacentini MG et al (1998) Perception and role of fruit in the workday of Scottish lorry drivers. Appetite 30:139–149CrossRefGoogle Scholar
  19. Jackson J (2005) Motivating sustainable consumption, a review of evidence on consumer behaviour and behavioural change. A report to the Sustainable Development Research Network, UKGoogle Scholar
  20. Korelitz JJ, Fernandez AA et al (1993) Health habits and risk factors among drivers visiting a health booth during a truck trade show. Am J Health Promot 8(2):117–123CrossRefGoogle Scholar
  21. Krueger GP, Brewster RM et al (2007) Health and wellness programs for commercial drivers: a synthesis of safety practice. Transport Research Board, Washington DCGoogle Scholar
  22. Maibach E (1993) Social marketing for the environment: using information campaigns to promote environmental awareness and behavior change. Health Promot Int 3(8):209–224CrossRefGoogle Scholar
  23. Meyer C, Kirby J (2012) Standing on the sun: how the explosion of capitalism abroad will change business everywhere. Harvard Business School Publishing, BostonGoogle Scholar
  24. Morgan K, McGee H et al (2008) SLÁN 2007: survey of lifestyle, attitudes and nutrition in Ireland – main report. Department of Health and Children, DublinGoogle Scholar
  25. Olsen R, Anger WK et al (2009) Competition, computers, and coaching: three C’s for more effective health and safety promotion with truck drivers. Transportation Research Board 88th annual meeting, Washington, DCGoogle Scholar
  26. Quelch JA, Jozh KE (2007) Greater good: how good marketing makes for better democracy. Harvard Business Press, BostonGoogle Scholar
  27. Richardson N (2009) National men’s health policy 2008–2013: working with men in Ireland to achieve optimum health and wellbeing. Department of Health and Children, DublinGoogle Scholar
  28. Road Safety Authority (2010) Driver CPC. Retrieved 11 May 2010, from http://www.rsa.ie/RSA/Professional-Drivers/Driver-Hours/Annual-training/
  29. Roberts N (2000) Wicked problems and network approaches to resolution. Int Public Manag Rev 1(1):1–19Google Scholar
  30. Roberts S, York J (2000) Design, development and evaluation of driver wellness programmes: final report. Federal Motor Carrier Safety Administration, Washington, DCGoogle Scholar
  31. Rumm PD (2005) Mass communication and social marketing – strategies to improve men’s health. J Mens Health Gend 2(1):121–123Google Scholar
  32. Smith JA, Braunack-Mayer A et al (2006) What do we know about men’s help – seeking and health service use? Med J Aust 184(2):81–83Google Scholar
  33. Stahel WR (1994) The utilization-focused service economy: resource efficiency and product- life extension. In: Allenby BR, Richards DJ (eds) The greening of industrial ecosystems. The National Academy of Engineering; National Academy Press, Washington, DC, pp 178–190Google Scholar
  34. Swinburn B, Caterson I et al (2004) Diet, nutrition and prevention of excess weight gain and obesity. Public Health Nutr 7(1A):123–146Google Scholar
  35. Wallack L, Dorfman L, Jernigan D, Themba M (1993) Media advocacy and public health. Sage, Newbury ParkGoogle Scholar
  36. Wardle J, Johnson F (2002) Weight and diets: examining levels of weight concern in British adults. Int J Obes 26:1144–1149CrossRefGoogle Scholar
  37. Weinreich NK (1999) Hands – on social marketing – a step – by – step guide. Sage, LondonGoogle Scholar
  38. White A, Conrad D et al (2008) Targeting men’s weight in the workplace. J Mens Health 5(2):133–140CrossRefGoogle Scholar
  39. Whitefield Jacobson PJ, Prawitz AD et al (2007) Long – haul truck drivers want healthful meal options at truck – stop restaurants. Am Diet Assoc 107(12):2125–2129CrossRefGoogle Scholar
  40. World Health Organisation (1986) The Ottawa charter for health promotion. World Health Organisation, GenevaGoogle Scholar
  41. Wilkins D (2007) The research base for obesity: what do we know? In: White A, Pettifer M (eds) Hazardous waist: tackling male weight problems. Radcliffe Publishing Ltd, Oxford, pp 3–11Google Scholar
  42. World Health Organisation (2012) Obesity and overweight. Retrieved 17 Feb 1012, from http://www.who.int/mediacentre/factsheets/fs311/en/index.html

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

Personalised recommendations