Obesityhas evolved into one of the most important health care issue in themodern health care system. A campaign that targets obese individualswill have far-reaching impacts on the health care system. This is dueto the medical risks associated with it as well as the increasednumber of obese individuals in the modern society (McCullough, 2013).Obesity refers to a condition in which an individual has excess fatin the body, affecting the health status and life expectancy of theindividual negatively. Generally, individuals whose body mass index(BMI) is more than 30kgs per square meter is considered to be obese.There are several reasons why obesity in the modern society hasevolved into an important health care issue. Obesity is associatedwith increased risk of various diseases which include cardiovasculardiseases, diabetes, cancers and psychological problems. Studies haverevealed several reasons that can explain the increased prevalence ofobesity in the modern society. Obesity is considered to be alifestyle disease. Changes in lifestyles where people are lessphysically active resulting and overindulge in unhealthy diet are themain causes of obesity. Consumption of highly processed foods whichare rich in fats, added sugars, flavors and preservatives the majorcause of obesity. Other causes of obesity include geneticsusceptibility, illnesses, medications and endocrine disorders (Rippe& Angelopoulos, 2012).
Asstated earlier, obesity is a major health care issue due to the highnumber of people affected by the condition. However, obesity is not anew phenomenon, since it has existed in human societies for thousandsof years. It is estimated that over two billion adults in the worldare obese. This is relatively large compared to about 850 millionpeople in 1980. In the United States, obesity is a major health careissue, since it has the highest rate of obesity in the world. It isestimated that two thirds of American are obese or overweight, whilea third of Americans are obese. It contributes to more than 120,000preventable deaths in the united states every year. With the increaseprevalence of obesity in children, it is estimated that the figurewill increase in the next few years (McCullough, 2013).
Althoughit is mainly applied in the business world, 4P social marketing canbe applied to increase the effectiveness of a campaign to reduce theprevalence of obesity in the society. The 4P principles focus on“price, placement, product and promotion”. Implementation of thecampaign should consider the price in order to reduce the cost of theprogram while increasing its effectiveness. Additionally, theservices need to be provided where they are required. For example,the campaign should have an access to the targeted audience. Productrefers to the ability of the services offered by the campaign to havean impact on the audience health status. The most important aspect ofthe 4P marketing that has an implication on the campaign ispromotion. The campaign aims at promoting health lifestyles to reducethe prevalence of obesity. The campaign need to identify promotionalactivities that will ensure that the message reaches the intendedaudience. This is critical in ensuring that the audience adopts thedesired behaviors. This involves the use of different types ofpromotional strategies. To ensure that the campaign reaches all theintended audience, different strategies, including printed media,audio visual and online strategies will be required (Lexa &Berlin, 2006).
Lexa,F.J. & Berlin, J. (2006). “Strategic marketing, part 2: the 4P`s of marketing”. JAm Coll Radiol.23(4): 274-7.
McCullough,M. (2013). Reconstructingobesity: the meaning of measures and the measure of meanings.New York: Berghahn Books.
Rippe,J. & Angelopoulos, T. (2012). Obesity:Prevention and Treatment.CRC Press, ISBN 143983671X.