First National Preventive Health Research Programme  YELP Holistic First Business Plan    YELP Holistic First Business Plan Defined Terms   SWOT Analysis   Executive Summary   Deliverables And Costs   Snapshot Page To 10 Benchmark Techniques   Defined Terms for Five YELP Business Plans

Second National Preventive Health Research Programme

First BTAAP Business Plan      Bohemian Teenagers Show Choir Programme        Defined Terms BTSCP

Second BTAAP Business Plan    Bohemian Teenagers Symphony Orchestras Programme    Defined Terms - Bohemian Teenager Symphony Orchestra Programme

Third BTAAP Business Plan    Bohemian Teenager Ballet & Modern Dance Programme        Defined Terms BTB&MDCP

Measure Up or Measure Up Campaign means the social marketing 'encouragement' campaign which -

1. primarily targets 25-50 year olds who have children;

2. has passed beyond its fourth year; and

3. has been extended for another four years under the National Partnership Agreement (NPA) on Preventive Health.

The Measure up media campaign aims to:

•     increase awareness of the link between the risk of Lifestyle Related Chronic Diseases and Lifestyle Behaviours;
•     raise appreciation of why lifestyle change should be an urgent priority;
•     generate positive attitudes towards achieving recommended changes in healthy eating, physical activity, and healthy weight; and 
•     generate confidence in achieving the desired changes, and an appreciation of the benefits of achieving these changes.

The long term objectives of the Measure Up Campaign were to encourage Australians to make and sustain healthy lifestyle choices and stimulate behaviour change and thereby contribute to Compressed Morbidity and mortality due to Lifestyle Related Chronic Diseases.

The Measure up social marketing 'encouragement' campaign has been extended for another four years under the National Partnership Agreement (NPA) on Preventive Health costing an additional $59m seemingly through more rounds of costly TV, radio and billboard advertising.

The Australian Government's response report "TAKING PREVENTATIVE ACTION - A response to Australia: the healthiest country by 2020 - THE REPORT OF THE NATIONAL PREVENTATIVE HEALTH TASKFORCE" released in May 2010 announced its National Partnership Agreement on Preventive Health will expend an additional -

A.        $59m to extend the reach of the 'Measure Up' campaign for an additional four years:
            *        $41m allocated to national level activities; and
            *        $18m provided to the states and territories for local level complementary activities.

            and

B.        $12.8m over four years to implement in up to 190 government primary  schools the Stephanie Alexander Kitchen Garden National Program "...which uses the school setting to encourage healthy eating".

The 2010 Zurich-National Heart Foundation Heart Health Index (full report) -

i)          measures awareness, knowledge, perceptions and behaviours relating to cardiovascular disease and associated risk factors;

ii)         refutes the logic of Dept of Health & Ageing allocating another $59 million to continue the questionable value-for-money 'encouragement' Measure Up campaign, which has now run for four years and was supposed "to raise awareness of the risks associated with waist circumference" which can lead to Lifestyle Related Chronic Diseases;

iii)        seriously questions "Australian Better Health Initiative Phase I - Campaign Evaluation - Quantitative Research Report" which GfK Bluemoon prepared for Depart of Health and Ageing which 'inter alia' reported that ".......The (Measure Up) campaign has been successful at encouraging people to try to reduce their waist measurement or lose weight."; and 

iv)                  flies in the face of the Depart Health and Ageing "funded" GfK Bluemoon Campaign Evaluation - Quantitative Research Report which would have influenced Depart of Health and Ageing to allocate a further $59m on another Mass Media Campaign, seemingly in Phase II to focus on "How" to lose weight to be expended on costly TV and bus-stop billboards.  This is not cost-effective expenditure of $59 million in light of the -
*         National Heart Foundation's contrary findings; and

             *         failure of Mass Media Campaign to arrest burgeoning Obesity in the USA which has one of the highest percentages of obese citizens on the planet.

The subsequent Swap It, Don't Stop It campaign fails to provide messages of -

The Lancet report "Use of mass media campaigns to change health behaviour" in Volume 376, Issue 9748, Pages 1261 - 1271, 9 Oct 2011 (used to prepare the definition of Mass Media Campaigns) concluded that -

A.         Mass Media Campaigns can produce positive changes, or prevent negative changes, in health-related behaviours across large populations, when delivered in concert with -

             i)          policies that support behaviour change; and

             ii)         concurrent availability of community-based programmes, access to key services and 'hands-on' products to persuade motivated individuals to implement the campaign message. 

B.        various hindrances to the success of Mass Media Campaigns include -

            i)          pervasive marketing for competing products, or with opposing messages;

            ii)         the power of social norms; and

            iii)        the drive of addiction frequently mean that positive campaign outcomes are not sustained.