Table of Contents
1. Introduction
o Overview of Change4Life Campaign
o Purpose of the Assessment
1 Five Phases of the Change4Life Campaign
o Phase One: Establishing the Case for Change
o Phase Two: Personalising the Issue
o Phase Three: Rooting the Behaviours
o Phase Four: Inspiring Change
o Phase Five: Supporting Change
2 Stakeholders Consulted in the Pre-Stage Phase
o Identifying Key Stakeholders
o Stakeholder Involvement in Planning
3 Strengths and Weaknesses of the Evaluation
o Strengths of the Evaluation Process
o Weaknesses of the Evaluation Process
4 Selected Behaviour Change Issue
o Choosing the Behaviour
o Reason for Selection
5 Addressing the Behaviour Issue in a South African Context
o How the Behaviour Issue is Relevant in 2025
o Proposed Marketing Programme to Tackle the Issue
6 Evaluating the Effectiveness of the Interventions
o Methods of Evaluation
o Measuring Success
7 Difficulties in the Evaluation Process
Conclusion
References
, Introduction
The Change4Life campaign in England was created to help families live healthier
lives by encouraging better food and activity habits. This assessment looks at the
five main steps taken during the campaign to build a strong marketing plan. It also
explains which people were involved in the early planning, what the campaign did
well, and what could have been better. A specific unhealthy behaviour is chosen
from the campaign, and its relevance to South Africa in 2025 is discussed. Lastly, it
explains how the results of a health campaign could be measured, and what
problems might come up when checking if the campaign worked well.
1. Describe what the five phases were and what was done during the
development of the marketing strategy
Phase 1: Setting the agenda
The government used shocking facts to show how serious the problem of child
obesity was. For example, they said that if nothing changed, 9 in 10 children could
grow up overweight.
Phase 2: Personalising the issue
A questionnaire called “How are the kids?” was sent to over 5 million at-risk homes.
It helped parents see how their own children could be affected. It was shared online,
in magazines, in pharmacies and through face-to-face marketing
Phase 3: Rooting the behaviours
Families who joined the programme got a welcome pack with a handbook, wall chart,
and stickers. TV adverts promoted small daily actions like eating smaller meals,
doing 60 minutes of activity, and checking snacks
Phase 4: Inspiring change
1. Introduction
o Overview of Change4Life Campaign
o Purpose of the Assessment
1 Five Phases of the Change4Life Campaign
o Phase One: Establishing the Case for Change
o Phase Two: Personalising the Issue
o Phase Three: Rooting the Behaviours
o Phase Four: Inspiring Change
o Phase Five: Supporting Change
2 Stakeholders Consulted in the Pre-Stage Phase
o Identifying Key Stakeholders
o Stakeholder Involvement in Planning
3 Strengths and Weaknesses of the Evaluation
o Strengths of the Evaluation Process
o Weaknesses of the Evaluation Process
4 Selected Behaviour Change Issue
o Choosing the Behaviour
o Reason for Selection
5 Addressing the Behaviour Issue in a South African Context
o How the Behaviour Issue is Relevant in 2025
o Proposed Marketing Programme to Tackle the Issue
6 Evaluating the Effectiveness of the Interventions
o Methods of Evaluation
o Measuring Success
7 Difficulties in the Evaluation Process
Conclusion
References
, Introduction
The Change4Life campaign in England was created to help families live healthier
lives by encouraging better food and activity habits. This assessment looks at the
five main steps taken during the campaign to build a strong marketing plan. It also
explains which people were involved in the early planning, what the campaign did
well, and what could have been better. A specific unhealthy behaviour is chosen
from the campaign, and its relevance to South Africa in 2025 is discussed. Lastly, it
explains how the results of a health campaign could be measured, and what
problems might come up when checking if the campaign worked well.
1. Describe what the five phases were and what was done during the
development of the marketing strategy
Phase 1: Setting the agenda
The government used shocking facts to show how serious the problem of child
obesity was. For example, they said that if nothing changed, 9 in 10 children could
grow up overweight.
Phase 2: Personalising the issue
A questionnaire called “How are the kids?” was sent to over 5 million at-risk homes.
It helped parents see how their own children could be affected. It was shared online,
in magazines, in pharmacies and through face-to-face marketing
Phase 3: Rooting the behaviours
Families who joined the programme got a welcome pack with a handbook, wall chart,
and stickers. TV adverts promoted small daily actions like eating smaller meals,
doing 60 minutes of activity, and checking snacks
Phase 4: Inspiring change
