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Campaign

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The Measure Up campaign focuses on men. Why isn’t there a female version of the TV ad?
Won’t this campaign just have a negative impact on people’s attitudes regarding their body shape?
Can I have a link on my website to the Measure Up website?
How can I order resources?
How can my company/organisation support the Measure Up campaign?

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The Measure Up campaign focuses on men. Why isn’t there a female version of the TV ad?

In developing the Measure Up campaign, we have taken care to present the facts in a responsible and appropriate manner for the campaign’s target audiences. The campaign primarily targets 25-50 year olds with children and 45-65 year olds.

Measure Up is a social marketing campaign, underpinned by behaviour change theory and informed by strong formative and concept testing research. This agenda-setting campaign aims to raise awareness of the importance of healthy lifestyle choices, focusing on physical activity and nutrition, and the links between lifestyle behaviours and chronic disease.

Results from the concept testing research indicated that men did not feel the television advertisements were aimed at them if a woman was featured as the main character, whereas women tended to be more conscious of both their own health and that of their partner if a man was featured. To be effective then, it was important that the advertisement featured a male for the greatest impact across both genders.

Supporting materials, such as print and outdoor advertisements, include both males and females to reinforce the key messages to both genders. For example, female-specific print advertising has been developed and placed in media which is targeted specifically to women.

Won’t this campaign just have a negative impact on people’s attitudes regarding their body shape?

The focus of the Measure Up campaign is on health rather than image and provides information about achieving and maintaining a healthy weight – not an unhealthy weight (over or underweight). The campaign also quotes highly credible waist measurement risk ranges which have come from the National Health and Medical Research Council (NHMRC) and World Health Organization (WHO).

The campaign does not discriminate against people who are overweight or obese, instead it aims to encourage all Australians to make and sustain healthy lifestyle changes, such as increased physical activity and healthier eating behaviours to decrease the risk of chronic disease such as some cancers, heart disease and type 2 diabetes.

Can I have a link on my website to the Measure Up website?

Yes, we welcome a link from your website to the Measure Up website. Please email info@MeasureUp.gov.au if you would like an icon link to be sent to you.

How can I order resources?

You can order resources from our online order form or email your order to info@MeasureUp.gov.au

How can my company/organisation support the Measure Up campaign?

There are a number of ways in which organisations can help promote the key messages of this campaign:

These include:

Website link: Post a link on your website to the Measure Up website. If you wish to include a graphic icon, please email info@MeasureUp.gov.au to arrange for the icon link to be sent to you.

Campaign materials: Order the Measure Up resources (to distribute to members/stakeholders or hand out at your own events) from our online order form. If you require large numbers of resources, please email your order to info@MeasureUp.gov.au

Host an event: Measure Up has developed toolkits to help organisations organise their own healthy event. Toolkits are available for a Community Health BBQ Challenge and a Workplace Walkathon. These toolkits provide information, advice and downloadable templates to help you organise your event.

Campaign advertising: You can request to add the Measure Up online banners to display on your website or show the TV advertisements in your workplace.

Please send an email to info@measureup.gov.au with the following information and a licence agreement will be sent to you for consideration:

• Name of your organisation
• Reason for wanting to use the copyright material
• Company ABN
• Contact person
• Position
• Postal and Street Address
• Phone No.
• Fax No.
• Email address