Skip to main content Skip to left navigation Skip to search

About the campaign

---

The Measure Up campaign is part of the Australian Better Health Initiative (ABHI), a national program, supported by the Australian and state and territory governments, which aims to reduce the risk factors for chronic disease such as some cancers, heart disease, and type 2 diabetes.

Here you can find additional background information on ABHI and the Measure Up campaign.

Background
Measure Up campaign
Research

---

Background

Chronic disease in Australia

Australia has one of the highest life expectancies and best health systems in the world. Despite this, many Australians suffer from chronic illness. This is the growing problem facing the health system as the population ages. Chronic diseases – such as some cancers, heart disease and type 2 diabetes – are estimated to be responsible for nearly 80 per cent of the total burden of disease and injury in Australia¹, and more than two-thirds of all health expenditure. Diabetes and heart disease alone cost the health system more than $6 billion each year.² These chronic diseases are also having a large impact on some population groups, particularly Indigenous Australians.

Evidence has shown that certain lifestyle behaviours promote the onset of chronic disease. These include being overweight or obese, not getting enough physical activity, smoking, harmful alcohol consumption and unhealthy eating.

Australian Better Health Initiative (ABHI)

The Australian Better Health Initiative was announced in February 2006 by the Council of Australian Governments (COAG) as a joint Australian, State and Territory Government initiative.

A total of $500 million over four years was assigned to this national program which aims to reduce the occurrence of risk factors contributing to chronic disease, and limit the new and current cases of disease in Australia.

Measure Up campaign

One of the activities aimed at promoting healthy lifestyles under the Australian Better Health Initiative (ABHI) is a rolling program of national social marketing campaign activities to raise awareness of healthy lifestyle choices.

Who is this campaign for?

The campaign is for all Australians and aims to provide them with the tools and understanding to make healthy lifestyle choices, but in particular:

• The campaign primarily targets 25-50 year olds who have children, as parents’ behaviour is likely to have an impact on their children’s lifestyle behaviours. Parents also tend to be interested in their long-term health and want to see their children grow up.
• The secondary target audience is 45-60 year olds, as many people in this group are likely to either have been diagnosed with a chronic disease or are experiencing the consequences of an unhealthy lifestyle.

What does the Measure Up campaign focus on?

The Measure Up campaign aims to raise appreciation of why people need to change their lifestyles, and includes supporting information on "what to do" and "how to do it".

What are the objectives of the campaign?

The short term objectives for the first phase of the campaign are:

• to increase awareness of the link between chronic disease and lifestyle risk factors (poor nutrition, physical inactivity, unhealthy weight);
• to raise appreciation of why lifestyle change should be an urgent priority;
• to generate more positive attitudes towards achieving recommended changes in healthy eating, physical activity and healthy weight; and
• to generate confidence in achieving the desired changes and appreciation of the significant benefits of achieving these changes.

The long term objectives of the campaign are:

• to encourage Australians to make and sustain changes to their behaviour, such as increased physical activity and healthier eating behaviours, towards recommended levels; and
• to thereby contribute to reducing morbidity and mortality due to lifestyle related chronic disease in Australian adults.

Research

Formative Research

To inform the strategic development of the campaign, qualitative research was undertaken in February 2007 to explore attitudes and beliefs in relation to lifestyle change.

• Formative Research Report - Phase One

Segmentation Report

This report describes segments of the community by their attitudes and behaviour in relation to lifestyle risk factors. Conducted in October 2008, it builds on findings from the Formative Research Report.

• Segmentation Report

Evaluation Research

The evaluation for Phase One of the Measure Up campaign was conducted through a series of surveys with the target audience.

• Evaluation Quantitative Research Report - Phase One

---