About the Measure Up campaign
The Measure Up campaign was part of the Australian Better Health Initiative (ABHI, funded from 2006-2010), a national program, supported by the Australian and state and territory governments, which aimed to reduce the risk factors for chronic disease such as some cancers, heart disease, and type 2 diabetes.
The Measure Up campaign has been extended until July 2013 as part of the National Partnership Agreement on Preventive Health (NPAPH) which was announced in November 2008 by the Council of Australian Governments (COAG).
Here you can find additional background information on ABHI, the NPAPH, the Measure Up campaign, and the new Swap It Don't Stop It campaign (phase two of Measure Up).
Measure Up campaign
Swap It, Don't Stop It campaign
Chronic disease in AustraliaAustralia 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 initiative which aims to reduce the occurrence of risk factors contributing to chronic disease, and limit the new and current cases of disease in Australia.
The Measure Up campaign was one of the ABHI activities aimed at promoting healthy lifestyles and choices.
National Partnership Agreement on Preventive Health (NPAPH)The National Partnership Agreement on Preventive Health was agreed by the Council of Australian Governments (COAG) in December 2008 to address the rising prevalence of lifestyle-related chronic diseases. The NPAPH will lay the foundations for healthy behaviours in the daily lives of Australians, including instituting programs addressing the lifestyle risk factors for chronic diseases: physical inactivity; poor nutrition, excessive alcohol consumption and tobacco smoking.
The Australian Government has committed $872.1 million over six years from 2009-10 to the NPAPH, which will contribute to increasing the proportion of children and adults at healthy body weight and meeting national guidelines for healthy eating and physical activity. Included in the NPAPH is $59 million for the extension of the Measure Up campaign until July 2013. This contains $18 million for payments to the States and Territory governments to implement activities that complement the Measure Up campaign. The NPAPH also includes the Healthy Children, Healthy Workers and Healthy Communities initiatives which will encompass a wide range of healthy lifestyle activities in pre-schools, schools, workplaces and communities.
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
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.
- 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.
Swap It, Don't Stop It campaign - Phase Two of Measure UpSwap It Don't Stop It is a new national campaign and forms phase two of the Measure Up campaign. The campaign builds on the awareness created by the Measure Up campaign and shows people how they can make small lifestyle changes to improve their health. The campaign is focused on promoting the simple, everyday changes people can make to get them on their way to a healthier lifestyle without losing all the things they love.
Formative ResearchTo inform the strategic development of the campaign, qualitative research was undertaken in February 2007 to explore attitudes and beliefs in relation to lifestyle change.
Segmentation ReportThis 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.
Evaluation ResearchThe Phase One campaign was evaluated via a series of nationally representative telephone surveys of Australians aged 18 to 65.
Formative ResearchTo inform the development of Phase Two of the Measure Up campaign, qualitative research was undertaken in March 2010 to explore attitudes, beliefs, motivations and barriers in relation to lifestyle change.
2Australian Institute of Health and Welfare (AIHW) 2006. Chronic diseases and associated risk factors in Australia, 2006. Canberra: AIHW.
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