Multimedia Health Campaign Report: Obesity and Social Media

This report delves into the realm of health and wellbeing campaigns, specifically targeting obesity through the lens of media strategies and social marketing. It begins by defining key terms such as 'health and wellbeing campaigns,' 'mass media,' and 'social marketing,' establishing their relevance to the campaign's objectives. The report then explores the evolution of rhetoric surrounding obesity and weight loss, highlighting the shift from stigmatizing approaches to positive and encouraging messaging, particularly through online platforms. It emphasizes the role of technology, including applications, blogging, content marketing, lead magnets, and online reputation management, in reaching and engaging the target audience. The core of the report focuses on social media marketing, particularly the use of platforms like Facebook, to disseminate information and promote healthy behaviors among individuals, especially the youth. The report incorporates theories like nudge theory and motivational theories to analyze the decision-making process of individuals and the importance of motivation for obese patients to eat healthy food. The report also discusses the rationale behind the selection of social media as the primary media resource, emphasizing its multifaceted approach for reaching the target audience and facilitating interaction with healthcare professionals. The report concludes by highlighting the importance of planning, implementation, and evaluation of health promotion activities and the role of social networking websites in integrating online community networks for effective communication and patient engagement.

Healthcare

Table of Contents
INTRODUCTION...........................................................................................................................3
You need to define what is meant by health and wellbeing campaigns in relation to your media
resource and strategy. Define what is meant by the terms mass media, social marketing which
are relevant to your campaign......................................................................................................3
You will need to discuss this with reference to the theories with regard to social marketing and
media communication to mass audiences. The importance of planning strategies to meet
specific goals and apply these to your audience..........................................................................5
The rationale of your media resource (such as billboards, print media, apps etc.) that have
impacted on your decision to select a specific resource for your group/audience and their
health (i.e. snapchat)....................................................................................................................7
Conclusion.......................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Health and wellbeing campaigns are organised by various medical practitioners in order to
increase knowledge and awareness regarding several health issues which are common within
individuals. It is essential that these campaigns are organised and properly managed so that they
can help other individuals to manage and handle various health issues they are facing. Some of
the health problems faced by individuals in today’s world are obesity, alcoholism, drugs,
depression, etc. The issues which is discussed in this report is obesity (Swindle, Ward, and
Whiteside-Mansell, 2018). There are several ways of media that are used by healthcare
professionals to organise the medical campaigns for fighting against various health issues. These
are helpful for providing help to various obese people and providing them preventive measures
to fight against obesity.
You need to define what is meant by health and wellbeing campaigns in relation to your media
resource and strategy. Define what is meant by the terms mass media, social marketing
which are relevant to your campaign.
The health problem obesity is developed Rhetoric and attitudes towards obesity and losing
weight have changed over the past four decades. In an educational video for students of nutrition,
people are divided into “fatties and thinnies”. Whereas in the past, educational films often relied
on stereotyping and derogatory pigeonholing, now, campaigns are by and large positive and
encouraging, and have websites and social media platforms allowing people to share stories and
tips. The media marketing or strategy is helpful for the healthcare professionals to deal with
various medical issues and healthcare problems in effective manner. they have prepared various
policies as well as technological improvements within the medical sector. Technology is used in
the form of applications which can be assessed through internet by several patients (Lee, Van
Dolen, and Kolk, 2013). The healthcare providers have to adapt the use of latest technology for
serving target groups and communicating with wider group of individuals. The medical
professionals are using latest methods and tools for providing patient-centered care. There are
following types of applications are new tools of technological advancement that can be used by
medical professionals for treating obesity –
 Building an online presence - this is defined as a common practice used by the medical
professionals for increasing the knowledge regarding various health issues and problems.

It is important for the medical professionals to use latest technology and spread
knowledge about out solving obesity on online platforms.
 Blogging and content marketing - the medical professionals are known as busiest
professionals as a have to work 24/7 in any case. blogging and content marketing are two
factors which help medical professionals to share their knowledge and personal
experience regarding several medical and health problems. This will help patients to to
evaluate prior knowledge regarding the health issue their facing before consulting any
medical specialist. It is important for the the healthcare professionals to write blogs and
their views about what is useful for an obese person to reduce weights (Doub, Small,
and Birch, 2016). By doing so, it will be helpful to provide enough knowledge to an
obese patient to manage his or her health.
 Creating lead magnets - this consists of developing a website that contains strong traffic
and at this platform, patients can find leads of several healthcare professionals. Lead
magnets are defined as incentives which savvy medical marks provide to customers in
exchange for or contact information or email address. It is not easy for making people
subscribe on voluntary basis for receiving information from any business. Patients are
provided a proper reason for giving their details and getting medical help. An obese
patient will be able to manage and handle his way of living and reducing his weight by
adopting several techniques provided by medical practitioner.
 Online reputation management - this is defined as an essential aspect of marketing in
context of medical field. There are several social media sites as well as directories which
are helpful for patients to create a lasting impact on healthcare professionals on online
basis. There is need to to monitor the online reputation of patient through proactive
approach. This consist of of taking proper check on views of patients regarding their
issues and challenges. The healthcare professionals provide various online reputation for
managing brand in proper manner. An obese patient can take help from healthcare
professionals by getting access to online websites.
 Medical marketing on social- the medical professionals can boost online presence as
well as brand awareness by using strategic use of social media. There are several social
platforms like Twitter, Facebook, Instagram and Snapchat which are used for
communicating with a wider audience and building trust with patients. Medical

professionals can use any of these platform to make people aware about several steps
which can help in fighting with a a particular health problem. In context of obese
patients, any of these platform of social media networking can be used for spreading
awareness about the ways by which an obese patient can reduce his weight and keep
taking balanced diet. Social media marketing has been evolved for catering the the
changing demands and needs of the users. There are generally all users which are
preference social media to exchange their thoughts. This is an opportunity for medical
professionals to reach out wide pool of of individuals and providing them useful
knowledge regarding several health issues.
From the above mentioned media strategies, the best way to reach obese patients is social media
networking as the main target for reducing the cases of obesity will be achieved by reaching
youth (Vandewater, and Denis, 2011). Obesity is a problem which is basically found among
youngsters. These people use social media and it is the best way for medical professionals to
provide awareness regarding the consequences of obesity. The healthcare professionals can put
up various videos and articles which will enhance knowledge of the youngsters how to fight
against obesity and make life healthier. Social media marketing is working upon changing
perspective and need of users. It is important for the medical practitioner to share various health
related videos that are informative and professional. Motivational strategies for obese patients
will help in introducing the cases of obesity across the world. Facebook is a social networking
site which is used by numerous people around the world for connecting to different individuals.
This is the best way for medical professionals to post their videos which will help people
suffering from obesity and helping them to know how to fight against this health issue.
You will need to discuss this with reference to the theories with regard to social marketing and
media communication to mass audiences. The importance of planning strategies to meet
specific goals and apply these to your audience.
Nudge theory
Nudge theory is defined as a modern and flexible concept which is used for understanding the
way people think and make decisions. this is used for helping individuals and improving their
way of thinking and making quick decisions. Let's theory was given by to American academics
naming Richard thaler and Cass sunstein. This theory will be helpful for parents and care takers

of several obese patients (Frieden, Dietz and Collins, 2010). Parents must be motivated through
nudge theory for encouraging the making of healthy and ID nutritious lunch for children. A
positive reinforcement is used by nudge theory for providing suggestions and influencing
decisions of various individuals and groups who are facing the problem of obesity. This can be
done by using this strategy of developing three sets of materials having different behavioural
insights for raising awareness of food that contains added sugar and provide healthcare
suggestions for individuals to grab food. Nudge theory is helpful for influencing the choices
that are made by an individual without taking away a the power for choosing any option.
Managers are very beneficial as people do not have to think and decide in logical manner.
Nudges are applicable for behavioural economics. Nudge is defined as behavioural theory,
political and behavioural economics that provides positive reinforcement for influencing the
way of thinking of an individual. Nudges are small changes within environment that are easy for
implementing in an individual’s behaviour. An obese person has desire to eat more and more
food without taking care that it is healthy or unhealthy for his or her health. Theory will be
helpful in in making the obese person to think in a positive manner and eat as much as they can
and take only balanced diet. If an obese person is influenced for eating healthy and balanced diet,
it will help in reducing weight and living a healthy life.
Motivational theories
Health behaviour change is central part of obesity management. Motivation plays an important
role in in effecting the way of thinking of an individual and making him to take right decision. In
context of obese person, motivation will help him to eat healthy food and stay away from fast
food (Sacks, Swinburn, and Lawrence, 2009). Motivation plays an important role in life of a
person facing obesity as they have to be motivated towards taking balanced diet and not eating
and healthy food at irregular time. It is essential to to motivate obese patients and making them
to eat healthy food. It is essential for all the individuals that they are consuming healthy food
and not taking or consuming an healthy food. Motivational theories used by healthcare
professionals will help in motivating the obese patients for eating a balanced diet. It is effective
for the doctors as well as various nurses to treat obese patients by using two types of
motivational factors which include social and biological factors. Social factors like providing

them advice which will help them for focusing towards eating healthy food. Peer pressure and
fear of other people and how they look an obese patient is helpful for health care practitioner to
evaluate issues related to an obese person. Other type of motivation that includes biological
factors consist of reward mechanism. In this context, obese patients are provided several reports
if they start taking balance diet and staying away from an healthy and unhygienic food. A reason
for opacity is eating continuously and not following a proper schedule. There is need of
following a proper balanced diet and providing food which will help in giving nutrients to the
body. It is very important for an obese patient to utilise food in proper manner. The healthcare
professionals motivates the obese patients by enhancing their knowledge about benefits of doing
exercise and meditation for reducing their weight. Doing physical activities or exercising are
helpful for making a person healthy and fit.
The rationale of your media resource (such as billboards, print media, apps etc.) that have
impacted on your decision to select a specific resource for your group/audience and their health
(i.e. snapchat)
Social networking websites are useful for providing a multifaceted approach that helps in
allowing integration of online community networks and for accessing various health care
professionals to reach potential customers effectively. Through the use of instant messaging and
chat forums, it is easy for the healthcare professionals to use and identify the problems of people
suffering from obesity. Face to face contact with the health advisors is provided to obese patients
by using online medium. Facebook is used for providing the various kind of services needed by
an obese person. It is effective for the users to take help from different medical doctors and
solving various issues that are related to obese person. Several articles and life experiences can
be shared by medical professionals for making the life of obese people healthy. Obesity is
generally found among youngsters (Swinburn, and Egger, 2002). Thus, it is an effective way to
use Facebook for reaching potential users that are fighting against obesity.
Conclusion
From the above discussion, it is analysed that obesity is one of the major problem faced by
youth of the world today. It is essential for several medical practitioners to ensure that they are
taking special care for treating patients who are suffering from this type of health problem. The
theory like nudge theory and motivational theory is used by medical professionals to help obese
patients. Several media like Facebook or Instagram is used for providing help to obese patients.

REFERENCES
Books and Journals
Swindle, T.M., Ward, W.L. and Whiteside-Mansell, L., 2018. Facebook: the use of social media
to engage parents in a preschool obesity prevention curriculum. Journal of nutrition
education and behavior, 50(1), pp.4-10.
Lee, H.H.M., Van Dolen, W. and Kolk, A., 2013. On the role of social media in the
‘responsible’food business: Blogger buzz on health and obesity issues. Journal of
business ethics, 118(4), pp.695-707.
James, P.T., Rigby, N., Leach, R. and International Obesity Task Force, 2004. The obesity
epidemic, metabolic syndrome and future prevention strategies. European Journal of
Cardiovascular Prevention & Rehabilitation, 11(1), pp.3-8.
Doub, A.E., Small, M. and Birch, L.L., 2016. A call for research exploring social media
influences on mothers' child feeding practices and childhood obesity risk. Appetite, 99,
pp.298-305.
Vandewater, E.A. and Denis, L.M., 2011. Media, social networking, and pediatric
obesity. Pediatric Clinics, 58(6), pp.1509-1519.
Frieden, T.R., Dietz, W. and Collins, J., 2010. Reducing childhood obesity through policy
change: acting now to prevent obesity. Health affairs, 29(3), pp.357-363.
Sacks, G., Swinburn, B. and Lawrence, M., 2009. Obesity Policy Action framework and analysis
grids for a comprehensive policy approach to reducing obesity. Obesity reviews, 10(1),
pp.76-86.
Swinburn, B. and Egger, G., 2002. Preventive strategies against weight gain and obesity. Obesity
reviews, 3(4), pp.289-301.