Aim
l The aim of the campaign is to persuade overseas students to change to healthier eating habits, whilst at the same time, spending less time than before, doing it.
l The awareness campaign called “healthy eating” is targeted at Insearch overseas students.
l The campaign will involve a proactive and unifying positive message rather than simply scaring the target audienc
es about the serious effects that bad eating may have on them.
l The following research indicates the importance of the issue:
About the topic / problem
The facts
l We are a culture in which people are dying from a condition (obesity) that is, in part, controlled by behavior (Dryden 2005).
l Individuals aged 18 to 24 years are more likely to be overweight or obese (Australian Bureau of Statistics 2006).
l Australia and overseas tertiary education students generally do not make healthy food choices.
l According to our questionnaire, 20 out of 30 Insearch overseas students do not think they have healthy eating habits.
l Students living away from the family home had made some negative changes, they decreased their weekly consumption of fresh fruit, cooked and raw vegetables, oily fish, seafood, pulses and olive oil, and increased their sugar, wine, alcohol and fast food intake (Papadaki, Hondros, Scott and Kapsokefalou 2007).
l Our questionnaire showed that 14 out of 30 Insearch overseas students eat fruit just 2 or 3 times a week; 14 of them eat fish rarely per week.
l Many do not get enough exercise: 20 out of 30 Insearch overseas students do not do exercise.
l The weekly number of home cooked meals decreased, whereas the number of microwave / frozen meals, as well as take-away meals increased (Dryden 2005).
l According to our questionnaire, 14 Insearch overseas students eat outside at least once per day.
The result
l They grow a little taller, but they also tend to remain sedentary, high-fat, fast-food people(Dryden 2005).
Target audience
Our target audience is primarily tertiary students, who have a presumed educational and knowledge level.
The attitud
es
l Consumers are generally thought to engage in behaviors toward which they possess favorable attitudes and vice versa (Sheth and Frazier 1982).
l In Australia, young adults are not only more likely to be overweight or obese, but they are also less likely to consume the minimum recommended daily amount of fruit and vegetables (Australian Bureau of Statistics 2006).
l Overseas students are marginally more likely than those students who are living with family to consume at least fives serves of vegetables on a typical day.
l Our questionnaire showed that 18 out of 30 Insearch overseas students pay attention to healthy information.
l 17 of t
hem believe that it would be hard for them to make changes in their eating habits.
The factors of food choice
l Lack of experience in food shopping, preparation and planning meals
l A general lack interest in food and lack of time
l Life experiences (e.g. social settings, cultural criteria), psychological and physiological traits, preferences, beliefs and expectations
l Changes in living arrangements, cost and financial resources, as well as increased availabili
ty of convenience and fast foods
Q: Do you often eat at home or outside?
1/3 Insearch overseas students eat outside. That is an important factor which influence their eating habits.
Q: How much do you spend on eating outside per day?
2/3 students spend around $16-$20 per day. However, they spend such more money does not mean they eat healthily.
Q: How long do you spend on cooking / perparing food at home per day?
1/3 students cooking at home under 30 mins.It indecated that most of them have limited time on cooking.
Q: Do you have breakfast before going to university?
It is clearly showed that about 2/3 Insearch overseas studsents do not have breakfast before going to university. This is an essential for them, however, most of them ignore it.
Q: How many times a week do you eat fish?
The statistic shows that only 1/3 Insearch overseas students eat fish 2 or 3 times a week while 2/3 of them rarely or never eat fish. This is an urgent issue for our campaign to change their eating habits.
Q: How frequently do you eat at fast food restaurants?
More than half respondents eat at fast food restaurants 2 or 3 times a week, and 1/5 Insearch overseas students almost everyday eat at fast food restaurants.
Q: Do you think you have healthy eating habits?
It is appearant that 2/3 respondents admire they have unhealthy eating habits. This will be the necessity of our campaign to improve our target audience’s eating habits.
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