Pro458 campaign assignment sample

PRO458 PUBLIC RELATIONS 2014499538
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CAMPAIGN PLAN ON PREVENTING OBESITY AMONG WRKING ADULTS IN
MALAYSIA
1.0 BACKGROUND
In some communities even till today, weight gain and fat storage have been
viewed as indications of good health and increasing wealth. As the standard of
living continues to rise, weight gain and obesity has emerged as one of the
most common and serious nutritional problems confronting many communities
all over the world today. Obesity is a chronic disease, prevalent in both
developed and developing countries, and affecting all age groups. Indeed, it is
now so common that it is replacing the more traditional public health concerns,
including under nutrition and infectious diseases, as one of the most significant
contributors to ill health (WHO 1998). The problem may stem from the limited
knowledge of the health impact of obesity compared with such fatal conditions
as stroke and coronary heart disease.
Obesity is a condition of excess body fat and in most cases obese people are
so because the energy intake in their diet has, over a period of time, exceeded
their energy expenditure for metabolism, physical activity and growth. Obesity
continues to be a prevalent public health problem in the developed countries,
while there is strong epidemiological evidence indicating that the prevalence of
obesity in developing countries often increases in communities emerging from
lifestyles of subsistence into affluence.
One of the scientific curiosities of the human predicament is our limited ability to
cope with excess supply of energy (calories). It has been known for many years
that there is a range of acceptable body weight where present and future health
is both optimal. This range is associated with a narrow range of energy supply.
If the energy supply falls by 10%, 20% or perhaps 30%, then compensation
through limiting physical activity can prevent disastrous weight loss. On the
other hand, an increase in energy supply of even 10% above requirement for
energy balance is enough to produce catastrophic weight gain. For most people

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there is no automatic compensatory increase in physical activity or other energy
expenditure, which can match this rise (Lean 1996).
In developed countries, even with long experience in tackling the problem, they
have failed to arrest the rise in the prevalence of obesity during the past few
decades. The management of obesity is notoriously difficult for several reasons:
(i) the prolonged nature of the treatment;
(ii) the need to readjust dietary energy intakes and physical activity
permanently to maintain a reduced weight and;
(iii) the changes in metabolism and appetite which tend to minimize weight
loss.
In most cases the result is a transient phase of weight loss followed by a rapid
return to the obese condition. The hard fact therefore is that there is no
immediate remedy, and a preventive policy seems to be the most appropriate
solution. Recent advances in human genetics and molecular biology have
increased our understanding of the human genome. Scientists involved in the
study of human obesity have become more optimistic about the possibility of
identifying the genes associated with the predisposition to various types of
obesity.
Obesity is a public health concern because of its association with a number of
medical complications that lead to both increased morbidity and mortality,
which some of it are known as type 2 diabetes, hypertension, dyslipidaemia,
cardiovascular disease (CVD), gallstones and cholecystitis, respiratory
dysfunction and certain cancers (WHO1998). These diseases represent far too
great a burden for policy-makers, healthcare providers and researchers to
ignore. The current trend in developed countries is the enormous cost of high
technology and tertiary healthcare needed to diagnose and manage the high
incidence of obesity-related complications. Similar demands in Malaysia will
impose a huge burden on the human and economic resources of the country
and are liable to disturb priorities in the healthcare or other sectors. The
question is “Can we afford it?” In this context, it is in Malaysia’s best interest to
intervene early before a typical dietary pattern associated with obesity becomes

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widespread and established within our population (Ismail 1998). Similarly, we
need to curb the sedentary lifestyle pattern and physical inactivity that is
evident among Malaysians in all age groups. Considerable advances have
been made to treat obesity either through diet, exercise and behavioural
modifications. However, despite this progress, prevalence of obesity has risen
sharply over the last decade. Commercial weight loss products and
programmes have gained popularity among Malaysians despite the fact that
most of them have not been thoroughly evaluated for effectiveness and safety.
The challenge to public health workers and scientists in this area has never
been greater.
2.0 PROBLEM AND OPPORTUNITY
The problem of obesity produces financial costs to the health economy of our
country. As in Malaysia, it will impose a huge burden on the human and
economic resources and are liable to disturb priorities in the health care or
other sector as well. As Malaysia proceeds rapidly towards develop economy
status, there is a need to develop to the excess weight gain of the population.
Through this campaign, we are targeting to reduce the percentage and
population of males and females that having obesity and in the same time give
them more information to preventing obesity in the early stage and age.
Besides that, motivates the working adults to practice healthy lifestyles in
preventing obesity among them so that they can prevent obesity from early
stage.
3.0 GOALS + OBJECTIVES
3.1 Goal of Campaign
The goal of this campaign is to create awareness among working adults, both
males and female on the obesity issue. As we learn, obesity issue is serious
decease that cause by overweight through the bad habits of lifestyle such as
food and no healthy activities to balancing the ideal weight. Obesity is a burden

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on the health care if not prevented in the earlier stage. Having obesity can
leads to diovascular disease and some types of cancer. Therefore, it is
important for the working adults take action on preventing the obesity issue
among them to prevent them causing by other deceases toward from obesity.
3.2 Objectives of Campaign
The objectives of this awareness campaign are to promote a healthy living
life especially among working adults, both males and females in Malaysia.
Through this campaign, it cam helps in developing seriousness and
attention among working adults toward obesity issue. This campaign also
educates the working adults to practice the correct ways of healthy
lifestyle in order to have ideal weight and preventing obesity.
3.2.1 Behavior Objective
In this behavior objective, I want the working adult to be alert
that practicing the healthy lifestyle such as eating nutrition foods
such as fruits and vegetables more than sweets food such as
snacks and ice-cream is a best starting way to prevent
overweight and obesity.
Besides that, having exercise such as jogging, play sports and
go to gym. Through this ways, these exercises can burn calories
and at the same time, maintain or reduce our weight to the ideal
weight to our body.
Furthermore, go for medical check-up at least every six (6)
months is the best ways to check on the blood pressure,
calories, sugar, and also other sickness symptoms.
3.2.2 Knowledge Objective
The knowledge objective of this campaign is to expose more
information and knowledge among the working adult on how
seriously obesity to their life. Through the learning process to
know what obesity is and how to prevent obesity, they lead

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themselves to the positive way by practicing the healthy way of
life, e.g. eat nutrition food, do exercise and have routine check-
up on their health.
At the same time, when learn on obesity, the working adult
knows to improve their health is they found themselves having
overweight and bad food habits besides of health check-up
regularly.
3.2.3 Belief Objective
Most of the working adults will not belief how serious the obesity
to them until they learn about it themselves or experienced it.
For example, their belief on salt and sugar taking can be the
main causes of obesity. Therefore, for them to belief the issue of
obesity, the working adult has to get expose earlier through this
kind of campaign and supported by the department to work it out
together.
4.0 TARGET PUBLICS
In this campaign, the target audience is the employees or staffs of Land
Branch in Lands and Surveys Department, Kuching Division. To be more
specific on the target audience, I choose the staffs of Land Branch which
consist of 200 people with differences of race, religion, gender, age, blood
type, educational level, marital status and many more. The segmentation
which I use to determine my target audience is demographic, geographic,
psychographic and behavioral segmentation.
4.1.1 Demographic
 Age : range from 25 to 55 years old
 Gender : Male/ Female
 Race : Malay/ Chinese/ Indian/ Iban/ Others
 Religion : Muslim/ Christian/ Buddha/ Others
 Nationality : Malaysian/ Non-Malaysian
 Education : SPM/ Diploma/ Degree/ Master/ PhD

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 Marital Status : Single/ Married/ Widow/ Widower
 Blood type : A/ B/ AB/ A+/ B+/ O
4.1.2 Geographic
 Country : Malaysia
 City : Kuching
4.1.3 Psychographic
 Perception : Overweight/ Obesity
 Learning : Word of mouth/ magazine/ newspaper/
television/ exhibition/ radio/ life experience
 Personality : Responsive towards issue
 Social class : lower/ middle/ upper
 Lifestyle : Active/ Busy
4.1.4 Behavior
 Occasions : Regular occasion/ special occasion
 Readiness stage : Unaware/ aware/ informed/
Interested/ desirous/ intending to buy
 Attitude towards product: positive/ indifferent/ negative/
enthusiastic/ hostile
5.0 KEY MESSAGES
Among the key messages of the campaign are:-
(i) From a population perspective, obesity prevention means lowering
the mean body mass index (BMI) level and decreasing the rate at
which people enter the upper end of the BMI distribution.
Accomplishing this will require that adults at a healthy weight
maintain that status and that children maintain a healthy weight
trajectory and avoid excess weight gain.
(ii) Obesity prevention takes place in diverse settings that provide
access to whole populations or high-risk subpopulations.

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(iii) The most promising approaches for obesity prevention are
population-based and multilevel, focus on environmental and policy
change, and require participation from actors in multiple sectors.
(iv) The strategies and actions undertaken to prevent obesity and their
resulting outcomes vary according to the different environments in
which they are undertaken.
6.0 STRATEGY
Greater attention should be given to strategies aimed at preventing weight
gain and obesity. These are likely to be more cost effective and have a
greater positive impact on the long- term control of body weight than
strategies designed to deal with obesity once it has fully developed.
6.1.1 Shared Responsibility
Control and prevention of obesity focus on the promotion of healthy
diets or increasing levels of physical activity, or both, and should be
a shared responsibility. They cannot be seen as the sole
responsibility of any one sector. To be effective, strategies should
be multi-sectoral, with the coordinated participation of the health,
educational and agricultural sectors. Active participation should be
sought from governments, the food industry, the media and the
individual consumers. The support of professional bodies, non-
governmental organizations and international agencies dealing with
obesity and related non-communicable diseases (NCD) is essential.
The prevention and management of overweight, obesity and
associated co-morbidities require the synergism of national health
policies on nutrition and NCD control as well as in relation to sports,
housing environment, urban planning as well as transportation.
We must collectively build on existing programs in both the public
and private sectors, identify current gaps in action, and develop
and initiate actions to fill those gaps. Public private working groups

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should be formed around key themes or around the major settings
in which obesity prevention and treatment efforts need to take
place. The design of successful interventions and actions for
prevention and management of overweight and obesity will require
the careful attention of many individuals and organizations working
together through multiple spheres of influence.
6.1.2 Government
Government should play a leading role in the prevention of obesity
by creating and implementing policies that promote an environment
in which healthy dietary and physical activity options are readily
accessible. Government can provide support for public education,
and public awareness campaigns. It should be willing to work
together in partnership with the key players involved in the
prevention and control of obesity identified in this section.
Governments should provide funding for research on the effects of
interventions on overweight and obesity prevalence, prevention,
and treatment, and on trends in diet and exercise among at-risk
populations.
State governments can form task forces, steering committees, or
advisory committees and can also develop State strategic plans for
the prevention of obesity. Local authorities should work together
with organisations and communities to facilitate goals for reducing
overweight and obesity. This includes providing facilities to
increase physical activity and promote healthy food choices.
6.1.3 Industry
The industries have a vital role in the prevention of overweight and
obesity. They should continue to support government policies in
relation to promotion of healthy lifestyle. They should also allocate
resources to carry out action plans as part of their social
responsibility. The food industry should pay greater attention to the
nutritional value of products and should be encouraged to produce

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and market nutritious food products and healthier alternatives at an
affordable price.
Other industries (for example health, fitness and housing
developers) may influence the extent of physical activity in which
we engage.
The industry, therefore, has the potential and responsibility to
create and sustain an environment that encourages individuals to
achieve and maintain a healthy or healthier body weight. The
industry should adhere to regulations governing the marketing,
advertising and labelling of their products and services.
6.1.4 Professional Bodies
These organizations can play vital and effective roles in reinforcing
and enhancing programmes and activities of the government
departments and the industry. The relevant professional bodies can
provide the expertise required and often serve as the link between
the government or industry and the community. Such organizations
may have an advantage in implementing various intervention
programmes for the communities. They must, nevertheless, have
the necessary checks and balances within the organisations and
play an unbiased role in the programme.
6.1.5 Communities
A forum should be provided in which all community members can
discuss the scope of the problem of overweight and obesity within
the community. The nature and adequacy of available resources for
public education and treatment must be addressed. Policies and
programs to reduce the burden of overweight and obesity within the
community should be strengthened.

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6.1.6 Individuals
Individuals lie at the foundation of the solution to the problems of
overweight and obesity. Individuals can share their own knowledge
and habits regarding a healthy diet and physical activity with their
children, other family members, friends, and co-workers. Through
open discussions regarding the methods, challenges, and benefits
of adopting a healthy lifestyle, individuals can be empowered to
take responsibility in the prevention of obesity.
7.0 CHANNELS
Channels are tools of promotions are that designed and delivered to
inspire your target audience to action. In marketing theory, promotion
involves advertising, public relations and special events, printed materials
and special promotional items.
(i) Broadcast : television, radio, internet
(ii) Print : newspaper, magazine
(iii) Public relations : stories on television and radio, articles in
newspaper and magazine, community
relations
(iv) printed materials : brochures and posters
(v) Special promotion items: stickers
Through these channels, the purpose of this campaign project can easily
be understand, access and learn in many ways of their own time and
place. When access the information of obesity through any of these
tools, the working adults manage to increase their awareness of this
issue.

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8.0 LEGAL AND ETHICAL ISSUES
While efforts to counter the rise in overweight and obesity, such as taxes
on certain foods and beverages, limits to commercial advertising, a ban
on chocolate drink at schools or compulsory physical exercise for obese
employees, may appear ‘ethical’ as they are aimed at improving
individual and public health, enabling informed choice and diminishing
societal costs, they also raise potential ethical objections against such
efforts. The long list of potentially ethically problematic aspects identified
include:-
(i) Effects on physical health (of proposed interventions) are
uncertain or unfavorable;
(ii) There are negative psychosocial consequences including
uncertainty, fears and concerns, blaming and stigmatization and
unjust discrimination;
(iii) Inequalities are aggravated;
(iv) Inadequate information is distributed;
(v) The social and cultural value of eating is disregarded;
(vi) People’s privacy is disrespected;
(vii) The complexity of responsibilities regarding overweight is
disregarded;
(viii) Interventions infringe upon personal freedom regarding lifestyle
choices and raising children, regarding Freedom of private
enterprise or regarding policy choices by schools and other
organizations.
Whether or not the ‘ethical’ incentives to combat the obesity epidemic
should ‘automatically’ override the potential ethical constraints, is less
than clear.
The complexity of some of these ‘well meant’ initiatives can have
unintended ethically problematic consequences: e.g. ‘demonizing’
candy, fast food, who consumes these foods because of socioeconomic
or other constraints. Over simplistic and unrealistic messages about the

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benefits of diet and exercise can not only reinforce obesity bias and
stigma but also lead to disengagement by the very individuals, for whom
these messages are intended.
 Blame, shame, and punish (tax) approaches to combating obesity
(implicit in many public health interventions) are ethically problematic
not only because of lack of evidence of their effectiveness but also
because such measures are unlikely to lead to positive and
constructive solutions for the targeted individuals.
 Thus, the authors recognise an urgent need to develop an ethical
framework to support decision makers in balancing potential ethical
problems against the need to do something.
 Clearly, the need to kicking tires around the ethics of programmes to
target obesity, is not only valuable from a moral perspective, but may
also contribute to preventing overweight and obesity, as societal
objections to a program may hamper its effectiveness.
9.0 RISK ANALYSIS
Workplace hazards continue to exact a large toll on society in terms of
morbidity, mortality, and financial and social costs, which provides
justification for the ongoing national commitment to the protection of the
health of the workforce. At the same time, obesity and overweight are
increasingly becoming the focus of public health concern.
For example, in US, nearly two thirds of adults have a body mass index
(BMI) higher than 25 kg/m2 and are classified as overweight. Obesity,
defined as a BMI greater than 30 kg/m2, is considered to be a national
public health crisis. Both obesity and occupational morbidity and
mortality are global problems as well.
Employed adults spend a quarter of their lives at work, and the pressure
and demands of work may affect their eating habits and activity patterns,

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which may lead to overweight and obesity. These same pressures and
other factors at work (such as exposures to harmful agents, physical
forces, and psychosocial stress and strain) can also lead to occupational
injury and illness. Obesity may affect both work opportunity and
performance as well as modify the relationship between work-place
exposure and health outcome
In some instances, obesity and workplace risks (e.g., organizational
factors and hazardous exposures) may be related, and obesity may
represent an additional risk factor for particular diseases that result from
workplace exposures. Better understanding of relationships between
obesity and work may encourage identification of interventions to
address both obesity and workplace disease and injury. Historically,
these 2 areas have been considered separate domains. Obesity arises
from complex social and biological phenomena, but is often perceived as
the result of an individual’s behaviors.
By contrast, occupational disease and injury prevention is primarily the
responsibility of the employer. Strategies to combine protection from
occupational risk with programs to encourage individual change to
diminish health risk from obesity warrant consideration. Poorly done,
such efforts may result in the individual workers being blamed for their
obesity and may distract from the workplace contribution to injury or
illness.
Even if this shift does not occur, there is concern that scarce resources
for reduction of risk from workplace hazards will be diluted or decreased
by the focus on obesity in workers. Moreover, such attention to the
individual’s behavior may shift focus from the more important social,
cultural, and environmental causes of, and interventions for, obesity.

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10.0 TIMELINE
In this realistic timeline or schedule, there will be some phases involved
to ensure the campaign can give effect effectively and successfully, such
as:-
(i) Phases organized by target audience
Phase 1: Influence the working adults to eat more fruits and
vegetables and less taking of sweet and salty food
and drinks
Phase 2: promotes supermarkets that provide and sold
nutrition foods and drinks
Phase 3: developing a recognition program that recognizes
healthy food and drinks
(ii) Phases organized by Objectives
Phase 1 : creating awareness of obesity among working
adults
Phase 2 : altering belief that obesity is serious issue to
prevent in the early stage for healthier lifestyle.
Phase 3 : changing eating habits of sweet and salty foods
and drinks to less sugar and salt food preparing
(iii) Phases organized by Goal
Phase 1 : Awareness To 40% in 1 month
Phase 2 : Increasing awareness to 65% in 3 months
Phase 3 : Increasing awareness to 80% in 6 months

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(iv) Phases organized by Media channels
Phase 1 : Social media - advertisement on TV, radio,
newspaper and magazines
Phase 2 : selective channels - posters, brochures
Phase 3 : personal contact - go for health check at clinic or
hospital
For these four (4) phases, the target audience which are the working
adults will be involve in the campaign in order for them to learn on
obesity issue. Their changing in behavior will be effected as their belief
that obesity is an important issue deals with overweight that leads to
certain decease that could become harmful to them in the future if not
prevented in the beginning. “Eat Well and Life Well: slogan is one of
influencing message that the working adults should aware in order to be
healthy in their own ideal weight.
11.0 BUDGET
As an organizer to this obesity campaign proposal, I will look into the
budget establishing in terms of product, price, place, promotion and
evaluation cost.
11.1 Product-related cost
Product-related cost associated with purchasing the tangible
goods such as food and medicine and also services so that the
working adults know the sample of correct supplements,
medicine and even foods such as fruits and vegetables that the
working adults should have in order to prevent obesity in the
early stage e.g. preventing overweight to occur among them.

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11.2 Price-related cost
Price-related cost include the cost of the incentives, programs
and also rewards that the working adults will gets when involve
in this kind of campaign program. For example, me as the
organizer may rewards the working adults with gifts if they
manage to get their ideal weight in specific time given. Another
example is when the working adults joining the program
provided in this campaign, they may get discount on their
treatment or health check-up.
11.3 Place-related cost
Place-related cost involves providing new or enhanced place or
access for the working adults to learn about the campaign. The
organizer may organize the campaign in the owner place to be
the second place besides of held the campaign in the working
place or their department. When this happen, me as the
organizer may have to pay for certain access such as internet,
extended hours or campaign or stand a booth outside the
department or during open events such as funfair, food fair or
charity fair.
11.4 Promotion-related cost
Promotion-related cost consists of cost in preparing
advertisement for my obesity campaign such as poster,
brochures, articles, sample or nutrition foods and even shirts or
cap to be given away as gift to the working adults who are
participate in this campaign.

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11.5 Evaluation-related cost
Evaluation-related cost for this campaign is when the working
adults able to change their behavior and perspectives after the
campaign or program in this campaign. As the organizer, I will
do the survey after the campaign to see the changes of working
adults in terms of health and healthy food practice.
11.6 Other resources
Besides of preparing of the cost above, this campaign proposal
also getting sponsor from other parties in order to support the
campaign. For example, free sample of foods and drinks from
health department and free health check-up during the
campaign took place, e.g blood and cholesterol checking.
12.0 MONITORING, EVALUATION AND MODIFICATION
Inputs
 Money
 Staff or working adults time
 Existing materials used
 Distribution channels utilized
Outputs
 Number of materials disseminated, events held, websites
created, social media tactics
 Frequency of communications
 Implementation of program elements
 Free media coverage
 Paid media impressions and cost per impression

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Outcomes
 Changes in behavior
 Changes in knowledge
 Changes in belief
 Responses to campaign elements
 Campaign awareness
Impact
 Improvement in health
 Improvement in good eating/food habits
 Improvement in awareness of obesity
 Overweight prevented
 Quality time in scheduling exercise and work
Return on investment
 Cost to change one behavior
 For every spent or generated
 After subtracting expenses, what is the rate of return on
investment

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REFERENCES
Ismail MN. (1998). Obesity in Malaysia: prevalence and metabolic studies. In: Shetty
PS, Gopalan C. Eds. Diet, nutrition and chronic disease: An Asian perspective.
Smith- Gordon, London.
Lean MEJ. (1996). Obesity: A clinical issue. London: Science Press Ltd. p53.
Waterlow JC. (1976). In: Research on obesity: a report of the DHSS/MRC Group.
James WPT (compiler). London: Her Majesty’s Stationary Office. P94.
WHO. (1998). Obesity: Preventing and managing the global epidemic. Report of a
WHO Consultation on Obesity. Geneva: World Health Organisation.
WHO. (1998). Obesity: Preventing and managing the global epidemic. Report of a
WHO Consultation on Obesity. Geneva: World Health Organisation.
US DHHS. (2001). The Surgeon General’s call to action to prevent and decrease
overweight and obesity. Rockville, MD: U.S. Department of Health and Human
Services, Public Health Service, Office of the Surgeon General.
https://www.ncbi.nlm.nih.gov/books/NBK220174/

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