The paper "Marketing Analysis of Cancer Council Australia" is a great example of a marketing case study. Cancer Council Australia is the federal body mandated to prevent and control cancer in Australia. One of our major duties is the prevention of cancer. In so doing, we help Australians to eat healthier foods, protect themselves from ultraviolet rays, stop smoking and have a physical activity regime. Although Cancer Council has been engaging in various activities to reduce the burden of cancer – offering information, research, treatment and prevention – cancers attributed to obesity still pose a local, regional and national health and economic challenges. One is considered obese if their body mass index (BMI) is 30 and above.
Majorly, obesity is caused by unhealthy eating and lack of physical activity. Obesity is a risk factor for many kinds of cancers including; pancreatic, liver, kidney, bowel, stomach, breast, ovary and prostate cancer. Kendall et al (2015) estimate that 3917 cancer cases among Australian adults in 2010 were caused by being overweight and obesity. According to Cancer Council Australia (2016), lack of physical activity in adults contributes to about 14 percent of colon cancers and 11 percent post-menopausal breast cancers.
Apart from cancer, unhealthy eating and physical inactivity increase the risk factor for type II diabetes and cardiovascular diseases. Two in every three Australian adults, especially among disadvantaged groups, are currently overweight or obese (Australian Bureau of Statistics (ABS), 2008). According to Parr et al (2010), there is a 23 percent likelihood of obese Australians to die from cancer compared to people in the healthy weight bracket. It is estimated that by 2025, about 6.9 million Australian adults will be obese if effective interventions are not put in place (Cancer Council Australia, 2016).
Physical inactivity, apart from being an independent risk factor for cancer, contributes to the rapidly increasing rate of obesity cases in Australia. According to the National Preventive Health Taskforce (2009), physical inactivity is contributed by people living in a built environment and adapting to sedentary lifestyles. Cancer Council advocates for a healthy body weight through healthy eating and regular physical activity. World Cancer Research Fund and American Institute for Cancer Research (2007) assert that appropriate physical activity, food and nutrition could prevent a quarter of all cancers.
Physical activity, especially in adults decreases the risk of different types of cancers, reduces stress, helps in maintaining bone mineral density, and improves cardiovascular fitness. This campaign is aimed at reducing Australia’ s cancer burden. The purpose of this project is to increase public awareness of cancer-related risks of obesity and lack of physical activity and to encourage adults to increase their physical activity levels. This message will be geared towards changing people’ s preferences for transport to include public transport, cycling and walking.
Additionally to encourage people to engage in more physical activity to improve their health status. Again, to persuade Australians to Increase their intake of healthy foods (fruits, vegetables and cereals) and decrease intake of junk foods. The message calls on the members of the public to act against obesity before it reaches unsolvable levels. Brand Positioning For all Australians in Western Australia, concerned about the beast of obesity and how to slay it, Cancer Council Australia through its cancer prevention mandate, provides information, support and practical steps to eat healthily, engage in easy-to-do physical activities, to prevent and manage obesity and obesity-related cancers.
Cancer Council walks alongside the people of Australia as we embrace healthier lifestyles through diet and physical activity to overcome obesity-related cancers.
Australian Bureau of Statistics. (2008). National Health Survey 2007-08: summary of results. Retrieved 7, September, 2016 from http://www.abs.gov.au/ausstats/abs@.nsf/mf/4364.0
Cancer Council Australia. (2016). Obesity control in Australia: defusing a cancer time bomb - Cancer Council Australia. Cancer.org.au. Retrieved 9 September 2016, from http://www.cancer.org.au/policy-and-advocacy/election-priorities-2010/obesity-control-in-australia-defusing-a-cancer-time-bomb.html
Grunseit, A., Bellew, B., Goldbaum, E., Gale, J. & Bauman, A. (2016). Mass media campaigns addressing physical activity, nutrition and obesity in Australia: an updated narrative review. The Australian Prevention Centre: Sydney.
Kendall, J. K., Wilson, L. F., Olsen, C. M., Webb, P. M., Neale, R. E., Bain, C. J. & Whiteman, D. C. (2015). Cancers in Australia in 2010 attributable to overweight and obesity. Australian and New Zealand Journal of Public Health, 39(5), 452-457.
National Preventative Health Taskforce (2009). Australia: the healthiest country by 2020. National Preventative Health Strategy – the roadmap for action. Commonwealth of Australia.
Parr, C. L., Batty, G. D., Lam, T. H., Barzi, F., Fang, X., et al. (2010). Body-mass index and cancer mortality in the Asia-Pacific Cohort Studies Collaboration: pooled analyses of 424 519 participants. Lancet Oncology, 11(8):741-52. doi: 10.1016/S1470-2045(10)70141-8
World Cancer Research Fund, American Institute for Cancer Research. (2007). Food, nutrition, physical activity, and the prevention of cancer: a global perspective. Washington DC: AICR.