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.
Case prepared by Sinead DUANE and Christine DOMEGAN
Country Case: Ireland
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These statistics should be viewed as indicators of obesity levels. NI and ROI levels cannot be compared as different methodologies were used to obtain the data.
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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.
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Duane, S., Domegan, C. (2013). Case 5: Get Your Life into Gear. 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_6
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