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Case 2: Stakeholders’ Reactions to an Upstream Intervention to Improve Children’s Diets

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Best Practices in Marketing and their Impact on Quality of Life

Part of the book series: Applying Quality of Life Research: ((BEPR))

Abstract

In an era of unprecedented child obesity, governments are attempting to improve children’s diets through a range of policy initiatives. This chapter describes how principals, teachers, and parents responded to a new West Australian Government policy that precludes the use of unhealthy foods as classroom rewards. This information is important for understanding how upstream social marketing interventions can be implemented and refined to enhance adoption and effectiveness. The study explored the issues faced by principals and teachers in implementing the rewards component of the policy and also assessed parents’ support for the policy. The findings were used by the West Australian Government to enhance the policy and refine its implementation. The study outcomes demonstrate how upstream interventions designed to improve quality of life at a population level can impact behaviours that are difficult to change with downstream strategies.

Case prepared by Simone PETTIGREW and Melanie PESCUD

Case country: Australia

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Notes

  1. 1.

    www.measureup.gov.au

  2. 2.

    www.drawthelinewa.com.au

  3. 3.

    www.findthirtyeveryday.com.au

  4. 4.

    www.gofor2and5.com.au

  5. 5.

    Details can be found at www.det.wa.edu.au/healthyfoodanddrink/index.html

  6. 6.

    www.det.wa.edu.au/healthyfoodanddrink/docs/ideasfornon-foodrewardsforstudents.pdf

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Acknowledgement

This study was funded by the Western Australian Health Promotion Foundation (Healthway #16187) and the Western Australia Department of Education and Training. The authors thank Siobhain Milbourne from the Department for her advice and assistance.

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Authors and Affiliations

  1. UWA Business School, University of Western Australia, Crawley, Australia

    Simone Pettigrew & Melanie Pescud

Authors
  1. Simone Pettigrew
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  2. Melanie Pescud
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Correspondence to Simone Pettigrew .

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Editors and Affiliations

  1. , Department of Business and Economics, University of Beira Interior, Estrada do Sineiro, Covilhã, 6200-209, Portugal

    Helena Alves

  2. University of León, Campus de Vegazana s/n, Leon, 24071, Spain

    José Luis Vázquez

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Pettigrew, S., Pescud, M. (2013). Case 2: Stakeholders’ Reactions to an Upstream Intervention to Improve Children’s Diets. In: Alves, H., Vázquez, J. (eds) Best Practices in Marketing and their Impact on Quality of Life. Applying Quality of Life Research:. Springer, Dordrecht. https://doi.org/10.1007/978-94-007-5878-0_3

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