Success of the Advertising Campaign - Swap It, Dont Stop It - Case Study Example

Table of Contents Introduction 2 Campaign Overview 2 Success of Campaign 4 Agency Client Relationship 8 Recommendations 9 Conclusion 10 References 11 Introduction Consuming healthy food is important as it helps an individual to prevent against several chronic diseases and ensure better life. The report looks to find out the success of the advertising campaign “Swap It, Don’t Stop It” which focuses on improving the eating habits of people and looked towards increasing concern towards chronic diseases. The report also looks to evaluate the various parameters based on which the success of the advertisement can be made and looks to evaluate the manner in which relationship between the client and the agency helped to achieve the purpose of the advertisements. Campaign Overview The Council of Australian Government started the “Swap It, Don’t Stop It” campaign with the objective of promoting health awareness among the masses. The masses in Australia are heavily affected by obesity so that campaign of the government was directed against those. The campaign was supported and funded by Commonwealth, State and Territory governments (except Victoria) with the overall motive to improve the health condition (Campaign, 2011). The entire campaign was divided into different phases where phase one was focused on creating awareness among the community by bringing before them their lifestyle. The second phase was emphasizing on the manner people can change their behavior. The entire campaign looked to create awareness by measuring the waist of people so that they can be communicated about the chronic disease they are likely to get and reduce the chances of chronic disease by bringing a change in their behavior and changing their eating habits to a healthy one (Campaign, 2011). The campaign proposed people to consumer at least 5 serves of vegetables and 2 serves of fruits. This has to be matched with proper exercise for 30 minutes. The person also has to increase the consumption of fluids and take utmost care regarding their fooding habits. This helped the campaign to target people in the age bracket of 25 years to 50 years. Along with it the campaign also looked to help the needy who were in the age bracket of 45 to 65 years (Lean, 2006). The campaign also used cartoon character named Eric. The commercials were telecasted on television and cinemas and were of 45 seconds each. The campaign over the radio was for 30 seconds and mainly focused on the message. In addition to it digital message through Google and Yahoo were also used. The entire campaign for 12 weeks was thereby as follows (AIHW. 2003) To gauge the effectiveness of the campaign research was carried out in different phases to understand the success of the campaign which was based on questionnaire and looked towards the following samples (AIHW. 2003) The sample size ensured that different section of the society was tapped and the effectiveness of the entire campaign was measured. Success of Campaign The campaign “Swap It, Don’t Stop It” was successful and helped to create a positive impact on the society which resulted in a change in lifestyle especially changing human behavior with regard to the eating habits. The success of the campaign can be ascertained from the fact that many section of the society was able to recall the message as shown below (AIHW, 2011) This shows that awareness was created and developing strategies which could have changed their behavior at that moment would have definitely produced better results. The impact was positive in many ways as some section of the society immediately witnessed a change in their healthy habits and looked to adopt habits which would reduce the chances of a chronic disease. This can be seen from the following (AIHW, 2011) The above chart shows the impact which the campaign created immediately as some section of the society due to the message which was communicated through the campaign changed their eating habits. This was on the backdrop that the first phase of the campaign was able to create a positive impact and bring a change in customer behavior. This shows that the campaign was creating positive impact (Rodearmel, 2007). The campaign used different media vehicle to communicate and to pass on their message. Understanding the manner in which different media vehicles were able to impact the society will help to understand the influence it was able to create on different age groups. The chart below highlights the different channel which create a positive impact on the society (AIHW, 2011) The chart shows that the campaign which was telecasted over the television through the use of cartoon characters was able to create the biggest impact. The campaign was able to attract people as using television helped to pass on a message as well as highlight the importance of being healthy though a video (Rodearmel, 2007). The campaign also ensured that different people were able to garner different message from the campaign which thereby stressed on the different facets of life and provided the society with a direction regarding the manner they were consuming food and ignoring the health aspect. This is shown in the chart below (AIHW, 2011) The campaign was very effective as the above chart shows that it made people change their different food habits. It also provided an opportunity through which the society was able to understand the manner in which their own personal wealth was being spent on consuming food which was unhealthy and had a negative impact on their health. This helped to improve the eating habits and brought a change in the behavior of the people. The effectiveness of the campaign can be further seen from the change that was witnessed in the fooding habits of people which is as under (AIHW, 2011) The campaign brought the required transformation as people started to substitute unhealthy and oily food for healthy food. They also started to eat on the principles which were provided in the campaign and started to take the required steps through which effectiveness was gained in the campaign. The overall effect was so strong that it resulted in a change in the behavior of people and ensured that the change was towards their own benefit (Swap It. 2011). The overall campaign was thereby very productive as it helped to generate positive results. This resulted in bringing a change in human behavior and provided the required fundamentals through which consumers were able to look towards healthy eating habits for their development. Agency Client Relationship The success of the campaign shows that a positive relationship existed between the agency and the client. The agency was able to understand the requirements of the client and based on it develop an advertisement which will help to influence people from every section of the society shows better understanding between the two. The agency also ensured creativeness as using a cartoon character to develop the advertising campaign and highlighting the actual situation of the society requires proper understanding so that the client also agrees to it and projects the same in front of the society (Chen, 2003). The relationship between the client and the agency would have further strengthened because of the campaign as the success of the campaign can be attributed to the creativity that the agency was able to demonstrate. This was possible because the client allowed the agency to be creative and moved away from the normal process of doing advertisements. This ensured success as the acceptance of the advertisement was very high and enabled the client to achieve their objectives as it brought a transformation in the behavior of the society (Arnold, 2005). This will also have an impact on the long term relationship as it will look to ensure that the client looks towards the same agent and passes on the responsibility to come with some new advertising campaign. The success of the campaign will help each party to have the required faith on each other which will thereby help to develop future relationship and will ensure that they are able to perform better together as a unit (Cook & Dave, 2004). Recommendations The success of the campaign shows the manner in which the advertisement was able to generate the required efficiency and working on the following will further help to improve the influence of the campaign Television was seen as the most productive form of campaign as it was able to create awareness amongst a large number of people so the government of Australia has to invest further in this direction and continue with the use of television advertisements. Changes have to be made in the advertisements to ensure that people are curious to watch it but the central theme should be the same and should aim at informing the society regarding the chronic disease they might have due to obesity and unhealthy eating habits (Swap It, 2011). The campaign was very powerful especially amongst the primary and non primary targeted society. This requires further development so that the secondary targeted customers in the market are attracted. This will help to further improve awareness and ensure that checks are developed through which the eating habits of people improve. The campaign needs to focus on the process through which changes will benefit the society and has to present before the society the manner in which the changes will be measured. This will help the society control their own improvements and will bring the required change by highlighting the areas they have to work on for better health. Conclusion The report shows that the advertising campaign “Swap It, Don’t Stop It” which focuses on improving the eating habits of people and looked towards increasing concern towards chronic disease was successful. The success can be gauged from the change in human behavior towards healthy food habits. The campaign also showed the positive relationship which existed between the agency and the client which helped in the development of an advertisement which was creative. Overall, the impact was very positive and continuing with similar strategies and advertisements will further influence the customer and bring about a change in their consuming habit. References AIHW. 2003. The Active Australia Survey: a guide and manual for implementation, analysis and reporting. Canberra: Australian Institute of Health and Welfare AIHW. 2011. The Active Australia Survey: a guide and manual for implementation, analysis and reporting. Canberra: AIHW Arnold, J. 2005. Work Psychology: Understanding human behaviour in the workplace 4th ed. Harlow: FT Prentice Hall. Campaign. 2011. Swap It, Don’t Stop It. Retrieved on April 8, 2013 from http://www.health.gov.au/internet/ministers/publishing.nsf/Content/mr-yr11-nr-nr042.htm Chen, I. 2003. Understanding Customer relationship management: people, process and technology. Business Process Management Journal, 9 (5), 672-688 Cook, D. & Dave, D. 2004. Structural element of service quality product. International Journal of Business Performance Management, 6 (2), 189-207 Lean, M. 2006. Strategies for preventing obesity. BMJ, 333(4), 959-962 Rodearmel, S. 2007. Small Changes in Dietary Sugar and Physical Activity as an Approach to Preventing Excessive Weight Gain: The America on the Move Family Study. Pediatrics, 120 (4), 869-879 Swap It. 2011. Swap It, Don’t Stop It Campaign. Retrieved on April 8, 2013 from http://t1.beactive.wa.gov.au/index.php?id=1010 Read More