1. Section
B
–
Individual
Section
Chi-­‐Loong
Ho
10289825
Analysis
and
Interpretation
of
Findings
Focus
Group
Findings
To
reiterate,
the
purpose
of
the
qualitative
study
was
to:
1. Gain
initial
insights
on
young
adults’
attitudes
and
behaviours
towards
the
set
of
eight
health
issues.
2. Gauge
evaluative
methods
employed
by
young
adults
when
assessing
various
health
issues.
3. Observe
positive/negative
reactions
to
health
messages
by
competitive
organizations.
4. Gather
the
target
market’s
thoughts
on
bone
health
practices
and
how
it
is
relevant
to
them.
As
the
focus
group
was
conducted
in
3
sections,
it
will
be
addressed
in
that
order.
Section
1:
Health
Issues
In
the
first
section,
questions
were
ask
with
regard
to
the
group
members’
attitudes
and
behaviours
towards
the
8
health
issues
identified:
(Drug/Alcohol
Addiction,
Obesity,
Heart
Attack,
Breast
Cancer,
Prostate
Cancer,
Mental
Health,
Osteoporosis
and
Skin
Cancer).
As
a
warm
up
exercise,
the
focus
group
were
asked
to
write
down
words
that
they
associated
with
the
health
issues.
Concerning
Osteoporosis,
2
of
the
8
members
did
not
known
what
it
was.
The
rest
associated
words
such
as,
bones,
old/elderly
and
fragility/brittle.
Interestingly,
the
respondents
knew
osteoporosis
to
be
concerned
with
bones
and
that
the
other
words
were
associated
with
vulnerability.
When
asked
to
rank
the
top
three
health
issues
of
personal
importance
and
explain
why
they
were
in
that
order,
the
majority
of
respondents
ranked
mental

2. health
the
highest,
followed
by
obesity
and
heart
attack.
The
focus
group
shared
common
reasons
for
ordering
the
health
issues:
1. The
health
issue
was
a
known
case
in
the
family
2. Knowing
people
outside
the
family,
such
as
friends
and
acquaintances,
who
have
or
had
the
health
issue.
3. The
issue
was
considered
common.
Their
responses
further
suggested
that
being
personally
connected
to
the
health
issue
had
greater
weight
than
the
issue
being
of
importance
to
the
wider
community.
The
focus
group
generally
ranked
skin
cancer
and
obesity
the
highest,
in
terms
of
health
issues
that
were
considered
of
national
importance,
followed
by
mental
health
and
drug/alcohol
addiction.
Health
Issues
of
national
importance
were
evaluated
based
on
what
‘the
media’
(TV,
social
media,
online,
advertising
of
health
issues)
told
them
and
also
from
friends’
personal
experiences.
Further,
there
was
emphasis
on
organizational
messages
on
health
issues
and
the
statistics
and
facts
that
were
used
to
justify
their
importance.
One
group
member
said,
‘they
show
us
the
statistics,
that’s
how
we
know’.
This
indicates
that
messages
supported
and
evidenced
by
an
authority,
have
more
meaning
to
the
target
market.
Group
members
noted
that
national
health
issues
were
also
evaluated
based
on
which
health
issues
had
the
potential
to
lead
to
other
health
issues,
“for
example,
if
you
have
mental
instability,
that
could
lead
to
obesity
or
heart
conditions
because
of
your
stress.
It
could
also
lead
to
other
things
like
alcohol
addiction
and
even
cancer
maybe”.
Several
observations
were
made
with
regard
to
the
group’s
analysis
of
the
organizational
health
messages
and
how
they
evaluate
health
issues.
First,
empathy
plays
a
role
in
the
target’s
evaluation
of
a
health
issue
messages.
Strong
empathic
connections
to
the
subject
in
an
ad,
for
example,
a
drunken
teenager
on
a
night
out,
can
evoke
feelings,
such
as
shame,
disgust,
pity,
concern,
etc.
Further,
images
that
evoke
negative
emotions
generally
discourage
willingness
to
engage
in
health
risk
behaviour.
This
is
similar
to
the
juxtaposition
of
dissimilar
prototypes,
proposed
by
Lane
et
al
(2011),
to
reduce
willingness
to
engage
in
health
risk
behaviour.
Second,
images
that
evoke
happiness
and
that
didn’t
offend,
tended
to
be
more
encouraging
and
serve
to
promote
good
health
practice
and
maintenance.
Health
messages
that
were
offense,
such
as
the
mental
health
ad
that
had
disturbing

3. images
and
was
interpreted
to
stigmatize
mental
health
suffers,
resulted
in
the
group
recoiling
from
the
main
message.
This
relates
back
to
the
observation
that
the
young
adult
members
were
empathizing
with
the
actors
in
the
image.
Where
the
use
of
disturbing
images
was
suitable
for
getting
young
adults
to
avoid
health
risk
behaviour,
in
this
case
it
seems
to
disassociate
the
viewers
when
the
core
message
is
about
raising
concerns
over
mental
health.
Thus
there
is
a
potential
difference
in
perception
over
health
risk
issues,
such
as
excessive
alcohol
consumption
or
exposure
to
UV
rays,
as
opposed
to
maintaining
ones
health.
Third,
consistency
between
the
mood
of
the
message
and
the
seriousness
of
the
health
issue
is
a
factor
in
the
successful
communication
of
the
health
issue.
In
the
case
of
Pink
Ribbon
day,
a
female
member
noted,
“Something
needs
to
come
before
the
happiness
like,
‘I
treated
it
early’.”
In
addition,
the
ideal
representation
of
the
health
issue
depends
on
how
the
viewer
wants
to
see
it.
A
male
member
commented,
“It’s
about
representation.
Would
I
want
to
see
someone
sad
or
would
I
want
to
see
someone
overcoming
to
the
issue?
…
If
they
want
me
to
support
it,
than
I’d
rather
see
people
overcoming
it,
than
succumbing
to
it
when
attempting
to
garner
support
a
person
noted”.
He
suggested
using
a
dichotomy
to
show
someone
succumbing
to,
and
someone
overcoming,
the
health
issue.
Finally,
in
the
case
of
Movember,
a
female
member
was
attracted
to
the
peculiar
moustaches
used
to
promote
the
event.
Interest
was
spurred
when
male
friends
posted
on
Facebook
about
the
cause.
This
encouraged
her
to
lookup
Movember
and
ultimately
led
her
to
become
aware
of
prostate
cancer.
This
relates
back
to
being
personally
connected
to
a
health
issues
through
friends
and
family,
and
is
consistent
with
the
work
of
Brennan
et
al
(2010)
who
indicated
that
normative
beliefs
play
a
large
role
in
shaping
the
attitudes
and
intentions
of
young
people
towards
health
practices.
In
this
case,
her
friend’s
belief
towards
supporting
prostate
cancer
research
encouraged
her
to
investigate
and
ultimately
become
aware.
Section
2:
Questions
on
Health
and
Wellbeing
Practices
The
focus
group
was
questioned
on
three
health
practices
that
were
general
in
nature,
but
were
connected
with
good
bone
health
practices.
These
practices
were,
fitness,
food
consumption
and
sun
exposure.
The
group
members
were
generally
aware
of
the
importance
of
fitness.
Again,
facts
and
figures
backed
by
some
authority
were
the
source
of
their
belief,
“I
think
we
are
the
second
fattest
nation
in
the
world”
and
“It
should
be
important,
considering
a
large
amount
of
the
population
are
considered
obese”.
When
queried
on
how
they
new
this,
“Media…
you
see
all
the
weight
loss
ads…
they’re
selling
supplements
but
they
are
also
complimenting
it
with
exercise”.

4.
Further,
the
group
expressed
that
people
exercise
because
they
want
to
“lose
weight”,
“look
good”,
“stay
healthy”
and
“live
longer”
They
agree
that
fitness
is
important
but
more
for
aesthetic
reasons
than
for
good
health
itself.
While
it
is
considered
important,
they
consider
it
difficult
to
actually
exercise,
“It’s
hard”.
One
female
member
noted
that
when
considering
the
many
ads
promoting
fitness,
she
felt
fat.
“I’m
setting
here
watching
TV,
them
telling
me
to
exercise…
yeah
I
should
be
out
there,
not
here
watching
people
exercise”.
She
followed
up
her
comment
with,
“It
doesn’t
help
you
get
off
the
couch”.
This
has
implications
for
health
messages
encouraging
exercise,
which
is
applicable
to
good
bone
health.
It
may
be
that
while
fitness
messages
make
people
aware
that
exercise
is
important,
such
messages
do
not
shift
the
targets’
intention
to
engage
in
fitness
activities.
A
final
comment
on
fitness
indicated
that
a
young
adult’s
sense
of
responsibility
to
the
future
generations
could
be
a
factor
in
evaluating
health
issues.
“…And
what
leads
on
to
the
next
generation…
because
they
look
up
to
us
as
an
example
and
if
we
sit
around
they
will
be
like,
‘well
I’m
not
going
to
do
that
[exercise]’.”
In
terms
of
how
the
target
market
purchases
of
food,
the
focus
group
mainly
focused
on
eating
out
as
opposed
to
buying
groceries.
In
addition,
taste
and
cost
were
the
most
important
factors
when
deciding
on
a
food
purchase.
Though
we
had
framed
the
question
in
terms
of
nutritional
value,
only
one
member
noted
that
she
was
concerned
about
fat
content.
However,
even
that
was
described
as,
“if
I
feel
like
I
want
to
be
healthy…
like
I’ll
buy
a
sushi
roll
at
a
food
court
if
I
felt
like
eating
healthy”.
Finally,
the
group’s
comments
on
exposure
to
sunlight
focused
mostly
on
the
harmful
effects
of
sunlight.
Though
words
such
as
‘beach’
and
‘warmth’
were
used,
the
group
commented
more
on
the
words
and
phrases
that
held
negative
associations,
such
as
‘skin
cancer’,
‘hate
the
sun’
and
‘don’t
want
to
get
tanned’.
While
this
could
be
because
of
the
group’s
exposure
to
skin
cancer
advertising,
there
are
implications
for
bone
health
messages.
Focus
should
be
placed
on
promoting
positive
associations
with
sun
exposure
to
penetrate
negative
associations
already
in
place.
Section
3:
Bone
Health
With
regard
to
bone
health
specifically,
the
focus
group
expressed
that
is
was
important
for
the
future,
but
it
wasn’t
currently
a
health
concern.
Most
associated
it
with
illness
suffered
by
the
elderly.
A
male
member
stated
that,
“It
doesn't
apply
to
me
now
but
it
will
later”
and
“it’s
something
that
I
will
be
worrying
about
further
along
the
line
or
when
I
start
seeing
signs
of
significant
bone
issues”.

5.
When
questioned
on
their
ability
to
maintain
their
both
health,
the
general
response
was
that
they
weren’t
confident
on
their
ability
to
consume
the
adequate
daily
calcium
intake,
attain
the
level
of
sun
exposure
and
most
importantly
exercise.
“It’s
easier
to
drink
milk
then
to
exercise”,
one
female
member
said.
This
represents
an
important
area
in
the
shaping
of
intentions
of
young
adults
towards
bone
health.
According
to
Brennan
et
al
(2010),
if
a
young
adult’s
self-­‐efficacy
were
low,
then
they’d
be
less
likely
to
engage
in
the
health
practice.
In
this
case,
the
group
assessed
their
ability
to
exercise
and
get
adequate
sun
exposure,
as
low.
A
final
word
on
the
matter
was,
“Like
a
combination
of
all
three,
it’s
doable,
but
in
terms
of
us
remembering
to
do
it…
I
mean
if
you
could
drink
milk,
exercise
and
stay
in
the
sun
at
the
same
time…
but
yeah…
it
just
comes
down
to
being
lazy”.
This
implies
that
bone
health
messages
should
prioritize
lifting
the
self-­‐efficacy
of
young
adults
and
empowering
them
to
engage
in
the
health
practice.
Finally,
in
terms
of
how
a
bone
health
message
could
best
address
the
target
market,
the
group
members
made
a
few
suggestions.
With
regards
to
video
formats
on
the
Internet,
a
male
member
said,
“Not
many
young
people
watch
TV
or
TV
on
the
Internet…
perhaps
more
social
media?”
at
which
a
female
participant
commented
that
she
generally
ignored
ad
videos
on
YouTube,
anticipating
the
‘skip’
button
or
browsing
on
another
‘tab’
till
the
ad
was
finished.
This
is
similar
to
the
notion
of
‘zapping’
that
is
a
shortcoming
suffered
by
Television
advertising.
As
a
way
to
overcome
this
issue,
a
male
participant
suggested,
“keep
ads
short,
like
15
seconds”.
Another
female
member
proposed,
“forced
advertising”,
by
which
she
meant
advertising
where
you
have
few
options
available
to
avoid
looking
at
the
ad.
She
gave
the
example
of
bus
transit
advertising,
where
as
a
person
waits
for
a
bus,
they
can
observe
the
ad
message.
Another
female
participant
provided
at
the
last,
that
she
had
noticed
health
messages
advertised
in
doctor’s
surgeries
and
absorbed
the
messages,
while
she
awaited
her
appointment.

6. Questionnaire
Survey
To
reiterate,
the
questionnaire
was
design
for
a
number
of
purposes:
1. To
measure
the
knowledge
of
young
adults
regarding
bone
health
and
its
maintenance.
2. To
measure
the
attitudes,
beliefs
and
habits
of
young
adults
towards
good
bone
health
practices.
3. To
measure
young
adults
awareness
of
Osteoporosis
Australia
and
Healthy
Bones
Australia.
4. To
rank
existing
health
issues
and
determine
where
bone
health
ranks
amongst
them.
5. To
find
which
sources
of
health
information
are
most
frequently
used
and
trusted.
45
young
adults
aged
18
–
24,
responded
to
the
questionnaire
survey.
20
were
male
and
25
were
female.
32
were
full
time
students
and
3
were
part
time
students.
11
were
in
full
time
employment
and
18
were
employed
part
time.
As
it
is
the
simplest
to
address,
young
adults
awareness
of
Osteoporosis
Australia
proved
to
be
very
low,
with
only
22.2%
of
respondents
indicating
that
they
had
heard
of
the
organization.
Further,
only
6.7%
of
respondents
had
heard
of
Healthy
Bones
Australia.
However,
this
was
expected
and
supports
the
fact
that
the
target
market
has
very
little
exposure
to
the
organization,
let
alone
its
messages
on
bone
health.
A
weighted
average
was
used
to
determine
the
overall
ranking
of
a
set
of
8
health
issues.
These
issues
are
ranked
in
accordance
to
which
the
target
market
believe
are
most
relevant
to
them.
Figure 1: Order of Personal Relevance
Heart
Attack:
Mental
Health
Issues:
Skin
Cancer:
Obesity: Breast
Cancer:
Bone
Health
Issues:
Drug/Alcohol
Addiction:
Prostate
Cancer:
Rank 1 2 3 4 5 6 7 8
Sum 155 178 179 197 203 215 244 249
The
higher
sums
are
indicative
of
more
respondents
ranking
the
health
issue
at
the
lower
end
of
the
range
of
1
to
8.
As
indicated
in
Figure
1,
Bone
Health
ranks
as
6th
in
terms
of
personal
relevance
to
young
adults.
This
was
expected,
as
during
the
focus
group,
members
mentioned
that
bone
health
wasn’t
a
current

7. health
issue.
To
confirm
if
this
was
the
case,
respondents
were
asked
to
sort
the
above
health
issues
into
two
categories,
Immediate
Health
Importance
and
Future
Health
Importance.
The
findings
showed
that
68.9%
of
respondents
considered
Bone
Health
to
be
of
future
importance.
80%
of
respondents
were
aware
of
osteoporosis,
but
only
52.8%
indicated
that
it
was
a
future
health
concern.
To
further
test
the
targets
knowledge
of
osteoporosis,
respondents
were
asked
to
indicate
which
risk
factors
they
were
aware
of.
(Figure
2)
From
this
table
(Figure
2),
it
can
be
observed
that
most
respondents
(86.1%)
recognized
low
calcium
levels
as
a
risk
factor
of
osteoporosis.
Yet,
only
66.7%
recognized
low
levels
of
physical
activity
as
risk
factor.
Of
concern,
is
that
only
50%
recognized
low
vitamin
D
levels
and
36.1%
associated
low
sun
exposure
as
risk
factors.
A
test
regarding
vitamin
D
indicated
only
46.7%
of
respondents
could
identify
it
to
be
of
importance
to
bone
health,
while
40%
indicated
that
they
did
not
know.
There
were
also
23
people
who
incorrectly
associated
other
vitamins
to
be
of
help.
This
indicates
that
while
most
young
people
are
aware
of
the
importance
of
calcium
to
bone
health,
exercise
and
especially
exposure
to
sunlight
represent
areas
requiring
further
education.
Figure 3 How important is your bone health to you?
Count
How important is your bone health to you? Total
Of Little
Importance
Moderately
Important
Important Very
Important
Please select your
gender
Male 1 5 5 9 20
Female 5 3 10 7 25
Total 6 8 15 16 45

8.
Approximately
31
(68.9%)
respondents
considered
bone
health
to
be
of
importance
(Figure
3).
When
asked
to
rank
the
reasons
why
(acquired
from
the
focus
group),
functional
reasons
and
personal
long-­‐term
health
ranked
the
highest
(see
appendices).
This
supports
findings
that
bone
health
is
considered
of
future
importance.
91.1%
of
respondents
indicated
that
calcium
was
important
for
their
bone
health.
The
reason
for
the
higher
percentage
is
because
all
respondents
(including
those
who
did
not
know
what
osteoporosis
was)
participated.
Figure 4 Which statement best describes how often you consume calcium products (i.e. milk,
yoghurt, broccoli, sardines, cheese, ice cream, tofu)?
Count
Which statement best describes how often you consume
calcium products (i.e. milk, yoghurt, broccoli, sardines,
cheese, ice cream, tofu)?
Total
Everyday Several times
a week
Once a week Once a
month
Please select your
gender
Male 8 9 2 1 20
Female 7 14 4 0 25
Total 15 23 6 1 45
What is the likelihood of you consuming at least 1000mg of calcium a day? Note: 2 x 250ml cups
of milk, 2 single serves of yoghurt or 5 slices of cheese are the equivalent of 1000mg of calcium
Count
What is the likelihood of you consuming at least 1000mg of calcium a
day? Note: 2 x 250ml cups of milk, 2 single serves of yoghurt or 5
slices of cheese are the equivalent of 1000mg of calcium
Very
Unlikely
Unlikely Neither
Likely nor
Unlikely
Likely Very Likely
Please select your
gender
Male 4 3 3 3 4
Female 1 7 4 7 2
Total 5 10 7 10 6
38
(84.4%)
respondents
indicated
that
they
consumed
calcium
products
at
least
several
times
a
week,
of
which
15
indicated
daily
consumption
(Figure
4).
Yet,
only
16
of
the
38
(42.1%)
indicated
that
they’d
be
likely
to
consume
the
equivalent
of
1000mg
of
calcium
a
day.
Further,
25
of
the
45
respondents
indicated
it
would
be
difficult
for
them
to
do
so
(see
appendices).
These
findings
imply
that
while
calcium
is
recognized
as
of
importance
to
bone
health,
motivating
young
adults
to
consume
the
required
amount
of
calcium
should
be
an
objective
of
bone
health
messages.

9. Figure 5 How important is exposure to direct sunlight for your bone health?
Count
How important is exposure to direct sunlight for your bone
health?
Total
Of Little
Importance
Moderately
Important
Important Very
Important
Please select your
gender
Male 0 10 6 4 20
Female 1 10 9 5 25
Total 1 20 15 9 45
On average, how much time do you spend in direct sunlight a day
(i.e. walking in the street, outdoor exercise, etc.)?
Count
On average, how much time do you spend in direct sunlight a day (i.e.
walking in the street, outdoor exercise, etc.)?
Less than or
equal to 5
minutes a
day
6 - 10
minutes a
day
11 - 15
minutes a
day
16 - 20
minutes a
day
Greater than
20 minutes a
day
Please select your
gender
Male 0 3 4 5 8
Female 1 3 9 7 5
Total 1 6 13 12 13
Figure
5
shows
that
24
(53.3%)
of
respondents
understood
direct
sunlight
was
important
to
bone
health.
These
findings
were
higher
than
the
previous
findings
because
this
question
was
open
to
respondents
who
indicated
osteoporosis
wasn’t
of
importance
to
them.
This
indicates
that
almost
half
of
the
target
market
is
still
unaware
of
the
importance
of
direct
sunlight
to
bone
health.
However,
despite
their
lack
of
knowledge,
38
(84.4%)
of
the
respondents
are
receiving
adequate
daily
exposure
to
direct
sunlight.
In
addition,
29
(42.2%)
of
respondents
felt
it
took
effort
on
their
behalf
to
get
the
required
direct
sun
exposure
of
at
least
5
–
10
minutes
a
day.
Since
the
majority
of
the
target
market
is
inadvertently
practicing
good
bone
health,
there
is
an
opportunity
to
reinforce
the
behaviour
by
educating
the
market
on
its
importance.

10. Figure 6 How important is exercise for your bone health?
Count
How important is exercise for your bone health? Total
Of Little
Importance
Moderately
Important
Important Very
Important
Please select your
gender
Male 0 4 10 6 20
Female 1 6 9 9 25
Total 1 10 19 15 45
How often do you exercise?
Count
How often do you exercise? Total
Everyda
y
Several
times a
week
Once a
week
Once a
month
Not at all
Please select your
gender
Male 4 5 7 0 4 20
Femal
e
2 5 8 5 5 25
Total 6 10 15 5 9 45
Figure
6
indicates
that
34
(75.6%)
respondents
consider
exercise
of
important
to
bone
health.
Yet,
29
(64.4%)
indicated
that
they
exercised
less
than
once
a
week.
This
supports
comments
made
by
the
focus
group
members
and
is
reinforced
by
the
fact
that
30
(66.7%)
of
the
respondents
indicated
that
exercising
30
minutes,
4
–
6
days
per
week,
would
be
difficult.
This
suggests
that
efforts
should
be
focused
on
encouraging
the
target
market
in
engaging
in
exercise,
with
educating
them
on
the
importance
of
exercise
taking
second
place.
With
regard
to
education,
it
was
found
that
the
target
market
was
under
misconceptions
with
which
exercises
promoted
good
bone
health.
(Figure
7)

11. Swimming
and
Walking,
which
are
low
impact
exercises,
hold
the
highest
ranked
positions
(Figure
7).
Further,
high
impact
exercises
such
as
martial
arts
and
tennis
held
the
lowest
positions.
Thus,
bone
health
messages
should
communicate
that
high
impact
exercises
promote
bone
health,
as
opposed
to
low
impact
exercises.
Finally,
results
on
most
frequently
used
and
most
trusted
health
message
sources
were
mostly
similar
to
the
findings
of
Brennan
at
al
(2010).
(Figure
8)
A
difference
with
Brennan
et
al
(2010)
is
that
in
Figure
8,
Internet
is
ranked
2nd
in
terms
of
trustworthiness.
A
comment
made
during
the
focus
group
gives
this
credence.
The
male
participant
noted
that
it
was
because
of
his
ability
to
‘parse’
the
information
that
justified
this
ranking.
This
is
consistent
with
Pardee’s
(2010)
suggestion
that
Generation
Y
is
a
tech
savvy
age
group.
Another
difference
is
that
this
questionnaire
included
Medical
Centers/Doctors
and
Pharmacies
as
sources
of
exposure
to
health
messages,
where
Brennan
et
al
(2010)
did
not.

12. Interpretations
with
Regard
to
the
Research
Objectives
In
conducting
this
research
project,
the
following
research
objectives
were
fulfilled:
R1.Discover
the
market’s
recognition
of
bone
health
in
relation
to
prevention
of
future
osteoporosis
health
issues
later
in
life.
From
the
qualitative
and
quantitative
studies
conducted,
a
better
understanding
of
the
target
market’s
recognition
of
bone
health
was
discerned.
First,
young
adults
view
Bone
Health
as
a
future
health
issue.
They
realize
its
importance
for
maintaining
an
active
lifestyle
in
the
future,
such
as
playing
with
grand
children.
Despite
this,
only
52.8%
of
respondents
indicated
that
Osteoporosis
was
a
concern
for
them
in
the
future.
In
terms
of
their
knowledge
regarding
risk
factors
to
osteoporosis:
• 86.1%
recognized
low
calcium
as
an
issue
• 66.7%
recognized
low
physical
activity
as
an
issue
• 50%
recognized
low
vitamin
D
as
an
issue
• Only
36.1%
recognized
low
sun
exposure
as
an
issue
Further
analysis
raised
several
concerns
with
regard
to
the
knowledge
and
attitudes
of
young
adults
towards
bone
health
practices.
While
majority
of
young
adults
are
aware
that
calcium
is
important
for
bones,
64.4%
of
young
adults
indicated
that
they
would
be
unlikely
to
consume
the
required
1000mg
of
calcium
a
day,
and
52.5%
found
it
difficult
to
do
so.
In
terms
of
exposure
to
direct
sunlight,
the
majority
of
young
adults
surveyed
receive
the
adequate
daily
exposure
to
sunlight.
However,
53%
of
respondents
were
aware
of
its
importance
to
bone
health.
Lastly,
while
75.6%
of
respondents
recognized
the
importance
of
exercise
towards
good
bone
health.
Yet,
64.4%
indicated
they
exercised
less
than
once
a
week.
To
compound
this
issue,
the
findings
indicate
that
young
adults
believe
low
impact
exercise,
such
as
walking
and
swimming
are
more
beneficial
to
bone
health
maintenance
than
high
impact
exercises.
R2.Determine
how
the
target
market
ranks
bone
health
against
other
health
issues.
Bone
Health
is
considered
6th
in
terms
of
importance
against
the
set
of
health
issues:
Heart
Attack,
Mental
Health,
Skin
Cancer,
Obesity,
Breast
Cancer,
Drug/Alcohol
Addiction
and
Prostate
Cancer.

13. R3.Establish
a
set
of
evaluative
criteria
by
which
the
target
market
evaluates
between
competing
health
issues.
The
developed
set
of
evaluative
criteria
draws
upon
findings
from
the
literature
review,
qualitative
study
and
quantitative
study.
The
criteria
are
based
on
what
constitutes
‘personal
relevance’
to
a
young
adult,
with
regards
to
the
evaluation
of
health
issues.
The
following
criteria
are
ranked
in
terms
of
importance.
1. Personal
Connection:
Being
related
to
or
knowing
someone
who
has
suffered
from
a
health
issue
was
one
of
the
main
reasons
why
a
health
issue
is
of
importance.
2. Health
Advertising
Messages
are
Supported
by
a
Trusted
Authority:
Health
messages
backed
by
statistics
and
an
authority,
gives
credence
to
health
issues.
Further,
health
communications
serve
as
a
powerful
tool
that
raises
the
target
market’s
awareness
over
a
health
issue,
thus
raising
the
importance
of
the
health
issue.
3. Normative
Beliefs:
Findings
from
Brennan
et
al
(2010)
showed
that
young
adults
intentions
towards
health
could
be
affected
by
the
beliefs
of
their
peers
and
family
members.
Therefore,
a
young
adult’s
evaluation
of
a
health
issue
could
be
based
upon
what
a
person
important
to
them
believes.
For
example,
“mum
believes
that
I
should
drink
more
milk
for
my
bones
to
become
strong.”
4. Self-­‐Efficacy:
If
a
young
adult
perceives
their
ability
to
carry
out
health
behaviour
is
low,
their
intention
towards
engaging
in
the
health
practice
will
be
low
(Brennan
et
al,
2010).
Survey
findings
suggest
that
the
target
market’s
self-­‐efficacy
towards
bone
health
practices
is
quite
low,
which
helps
to
explain
why
bone
health
ranks
6th.
5. Potential
for
Escalation:
This
implies
that
a
health
issue
can
be
seen
as
a
cause/precursor
to
other
health
issues.
An
example
given
was
Mental
Health,
as
it
was
perceived
to
lead
to
obesity,
heart
conditions
or
drug/alcohol
addiction.
6. Immediate
vs.
Future
Health
Concern:
The
target
market
was
found
to
view
immediate
health
issues
as
of
more
importance.
However,
their
long-­‐term
health
is
still
important
to
them.
For
example,
Heart
Attack
was
considered
as
a
future
health
concern
and
ranks
first
in
terms
of
personal
relevance.
The
fact
it
holds
first
place
is
attributed
to
Personal
Connection
and
Health
Advertising
Message.

14. 7. Health
Risk
Behaviour
vs.
Good
Health
Behaviour:
The
findings
indicate
that
young
adults
see
a
difference
between
health
issues
and
categorize
them
as
health
risks
behaviour
or
good
health
behaviour.
This
is
supported
by:
a. The
P/W
Model
(Lane
et
al,
2011)
that
can
be
used
to
reduce
willingness
to
engage
in
health
risk
behaviour.
b. The
Integrative
Model
of
Behavioural
Prediction
and
Change
(Brennan
et
al,
2010)
that
can
be
used
to
shape
intentions
towards
good
health
behaviour.
R4.Identify
potential
mediums
of
communication
with
the
target
market,
regarding
health
issues.
The
questionnaire
survey
indicated
that
the
Internet,
Medical
Centers/Doctors,
and
Friends
and
Family
are
among
the
most
frequently
trusted
and
used
sources
by
the
target
market.
Further,
secondary
research
has
indicated
that
frozen
yoghurt
dessert
cafes
could
be
partnered
with
to
deliver
bone
health
messages.
This
is
attributed
to
the
growing
popularity
of
the
stores
and
the
fact
that
young
adults
are
one
of
their
primary
targets.

15. Recommendations
Positioning
Healthy
Bones
Australia
should
position
its
Brand
as
playful
and
active.
Findings
had
suggested
that
young
adults,
aged
18
–
24,
would
not
respond
well
to
brand
positioning
with
a
serious
tone.
This
is
because
the
health
issue
is
not
perceived
as
current
and
not
considered
a
health
risk.
However,
bone
health
is
still
important
to
the
target
market,
so
it
would
be
beneficial
to
adopt
a
playful
image
to
encourage
adoption
of
preventative
behaviours.
Further,
the
main
preventative
areas
that
the
target
market
was
found
to
be
lacking
in
were
physical
activity
and
sun
exposure.
Thus,
an
active
brand
image
would
assist
in
communicating
the
importance
of
both
outdoor
and
physical
activities.
Finally,
this
will
help
keep
the
brand
image
consistent
across
target
markets,
as
the
current
brand
positioning
is
similar.
This
position
serves
to
help
further
separate
it
from
its
nearest
competitor,
Dairy
Australia’s
Healthy
Bones.
This
competitor’s
organizational
image
is
a
playful
one,
but
doesn’t
emphasize
the
importance
of
exercise
or
sun
exposure.
Indeed,
its
main
focus
is
communicating
the
importance
of
dairy
products
to
bones.
As
the
research
indicates,
young
adults
knowledge
in
that
area
is
not
lacking.
However,
it
is
known
that
Osteoporosis
Australia
and
Dairy
Australia
have
partnered
in
the
past,
as
the
two
organizations
have
similar
goals
with
regard
to
bone
health.
So
it
is
possible
that
future
partnership
maybe
possible.
Active
Passive
Playful
Serious
Healthy
Bones
Australia
Red
–
Dairy
Australia:
Healthy
Bones
Lime
–
Movember
Pink
–
Pink
Ribbon
Purple
–
Swap
It!
Don’t
Stop
It!
Orange
–
Headspace.org.au
Black
–
Heart
Foundation:
I
Wish
I
Had
My
Heart
Attack
Again
Grey
–
Know
When
to
Say
When
Brown
–
Cancer
Institute:
The
Dark
Side
of
Tanning

16.
In
addition
to
the
brand
positioning,
the
following
strategies
have
been
proposed
to
promote
awareness
of
Healthy
Bones
Australia.
Strategy
1:
Advertising
Campaign
An
advertising
campaign,
scheduled
for
release
during
summer,
could
serve
to
promote
Healthy
Bones
Australia
and
its
new
image.
The
advertising
messages
should
focus
on
encouraging
physical
activity,
in
the
form
of
high
impact
exercise,
and
spending
time
in
the
sun,
so
as
to
produce
vitamin
D
in
the
body.
As
a
secondary
goal,
these
activities
can
also
be
associated
with
calcium-­‐rich
food
consumption.
The
messages
should
also
highlight
that
the
activities
are
specifically
for
good
bone
health,
which
leads
to
overall
physical
wellbeing
now
and
for
the
future.
Since
the
budget
is
$25,000,
it
stands
to
reason
that
the
launch
should
take
place
where
a
larger
population
of
young
adults
will
be
exposed
to
it.
To
these
ends,
it
is
suggested
that
the
campaign
target
the
beach
areas
of
the
two
major
cities
in
Australia,
Sydney
and
Melbourne.
Vespa/Scooter
mobile
billboard
services
should
be
employed
to
travel
a
route
that
intersects
popular
beach
locations.
The
convoy
should
consist
of
3
vehicles,
manned
by
drivers
dressed
in
skeleton
suits,
to
draw
attention
and
associations
with
bones.
Further,
each
vehicle
is
to
display
one
of
three
posters.
These
posters
need
to
communicate
the
importance
of
physical
activity,
sun
exposure
and
calcium
intake.
The
images
supplied
by
Landor
depicting
a
tennis
racket,
the
sun
and
a
milk
carton
with
cheese
could
be
used.
On
the
opposing
side
of
the
billboards,
the
Healthy
Bones
Australia
brand
should
be
displayed,
with
a
slogan,
“Youthful
Bones,
Youthful
Life”
to
specifically
target
young
adults.
It
is
reasonable
to
include
a
Facebook
symbol
to
indicate
that
the
organization
can
be
found
on
the
social
network
site.
The
vehicles,
which
are
typically
hired
out
for
6
–
7
hours
of
a
day,
should
be
organized
to
conduct
routes
during
early
and
mid
summer.
They
should
also
be
hired
to
do
this
on
weekends
as
more
people,
will
be
at
the
beaches.
The
estimated
cost
to
hire
6
scooters
for
the
two
cities,
and
schedule
them
for
4
Saturdays
during
summer,
is
$13,440.
The
remaining
$11,560
should
be
used
to
develop
Healthy
Bones
Australia’s
online
activates.
Landor’s
images
could
be
reworked
to
fit
into
banner
ads
that
are
displayed
during
long
Internet
videos,
or
as
a
flash
based
ad
on
a
webpage.
The
ads
should
communicate
the
same
message
of
physical
activity
and
sun
exposure.
Healthy
Bones
Australia’s
branding
and
slogan
“Youthful
Bones,
Youthful
Life”
should
be
displayed.
Finally,
on
clicking
the
ad,
the
user
should
be
forwarded
to
either
the
Healthy
Bones
Australia
website
or
Facebook
page.
It
is

17. estimated
to
cost
$11,000
to
reach
50,000
people
through
banner
ads
on
YouTube.
Overall,
this
strategy
is
quite
orthodox
and
there
is
concern
that
it
might
not
generate
enough
‘hype’
and
‘chatter’
around
the
issue
of
bone
health.
To
truly
form
a
community
around
bone
health,
a
strategy
needs
to
draw
people
together
and
make
the
message
of
bone
health
more
personal.
The
second
proposed
strategy
aims
to
achieve
this.
Strategy
2:
Obstacle
Run
Event
An
outdoor
event
should
be
used
to
launch
the
Healthy
Bones
Australia
program
for
the
18
–
24
year
old
market.
An
Obstacle
Run,
similar
to
Tough
Mudder
and
Warrior
Dash,
would
be
ideal
for
several
reasons.
First,
such
an
event
can
draw
many
people
of
the
target
market
to
it.
Those
who
take
part
in
it
can
be
quickly
established
as
the
first
‘ambassadors’
of
the
cause.
At
the
very
least,
they
can
promote
the
event,
which
should
be
identified
with
the
Healthy
Bones
Australia
organization,
and
consequently
draw
more
people’s
attention
to
the
organization’s
message
and
future
events.
From
this,
a
community
can
be
built
around
the
event,
thereby
serving
as
a
platform
to
deliver
bone
health
messages
and
promote
the
use
of
the
bone
health
calculator
tool.
Further,
there
is
now
an
object
of
interest
to
draw
young
adults
together
on
a
social
media
network,
such
as
Facebook.
Second,
by
running
an
outdoor
sports
activity,
the
main
thrust
of
Healthy
Bones
Australia’s
message,
to
engage
in
fun,
regular
exercise
and
to
enjoy
regular
sun
exposure,
remains
consistent
with
the
marketing
activity.
Further,
the
nature
of
the
activity
means
that
young
adults
will
be
engaging
in
good
bone
health
practices.
Thereby,
they
show
themselves
that
exercise
and
exposure
to
the
sun
can
be
fun
and
that
they
are
capable
of
managing
their
own
bone
health.
This
serves
to
raise
the
self-­‐efficacy
of
the
individual
towards
bone
health.
Also,
the
organization’s
marketing
messages
will
become
more
personal.
Third,
the
event
not
only
serves
as
a
platform
to
engage
the
target
market
in
bone
health
practices,
but
also
as
a
potential
generator
of
funds
needed
to
further
bone
health
research.
It
is
possible
to
structure
the
event
so
that
it
can
generate
profits
or
even
have
a
donation/sponsorship
system
in
place.
The
event
could
be
called
‘Mud’n’Bones’
with
a
slogan,
‘Stress
the
Structure’.
This
name
keeps
the
event
consistent
with
the
gritty
names
of
other
obstacle
runs
and
the
message
of
Healthy
Bones
Australia.
It
should
be
scheduled
for
a
long
weekend
in
spring
or
summer,
making
it
more
accessible
to
all
segments
of
the

18. target
market,
for
example,
students
and
full
time
employees.
As
the
required
funding
is
significant,
efforts
should
be
focused
and
the
event
should
be
launched
in
Sydney,
as
it
is
the
largest
city
in
Australia.
In
terms
of
funding,
Tough
Mudder
required
an
initial
investment
of
$20,000
to
start
its
first
competition
that
accommodated
4500
(Money-­‐Freedom,
2013).
It
is
expected
that
a
similar
initial
outlay
will
be
required
to
run
the
event
around
the
Sydney
area.
Additional
funds
can
be
acquired
through
sponsorships
and
partnerships
from
businesses
and
other
organizations.
Further,
ticket
prices
can
range
between
$50-­‐$110
(Obstacle
Racers,
2013).
It
is
recommended
that
prices
be
kept
in
the
lower
to
mid
end
of
the
price
range,
as
the
majority
of
the
target
market
does
not
have
access
to
high
amounts
of
money.
Potential
sponsors
could
be
businesses
or
organizations
that
hold
a
stake
in
Healthy
Bones
Australia’s
message
or
even
with
the
target
market.
It
is
suggested
that
frozen
yoghurt
business,
such
as
Yogoberry,
or
fitness
companies
such
as
Fitness
First,
be
approached
for
sponsorships.
Further,
Osteoporosis
Australia
and
Dairy
Australia
have
partnered
in
the
past
on
National
Healthy
Bones
Week
(NTG
Department
of
Health,
2013).
This
represents
a
way
to
increase
the
funding,
as
well
as
the
strength
of
the
overall
marketing
message.
However,
caution
is
advised,
as
confusion
between
the
similar
brands,
Healthy
Bones
and
Healthy
Bones
Australia,
may
occur.
The
image
of
the
‘Mud’n’Bones’
race
should
be
fun,
gritty
and
exciting,
as
opposed
to
grueling
and
test
of
strength,
like
Tough
Mudder.
However,
it
should
adopt
the
teamwork
structure,
whereby
people
join
and
complete
the
race
as
a
team
(Tough
Mudder,
2013).
This
will
help
to
enhance
the
sense
of
‘community’.
Finally,
participants
should
be
allowed
to
seek
sponsors
of
their
own,
since
the
race
is
to
champion
the
cause
of
bone
health.
Benefits
should
be
provided
for
people
who
can
acquire
a
certain
amount
of
sponsors.
For
example,
should
a
participant
acquire
a
value
of
$50
in
sponsorships,
they
receive
a
30%
rebate
on
their
ticket.
Finally,
the
remaining
$5,000
on
the
budget
can
be
put
towards
promotion
over
social
networks,
or
combined
with
funds
acquired
from
sponsors
to
promote
on
a
greater
scale,
such
as
Strategy
1’s
Advertising
Campaign.
Strategy
3:
Partnerships
with
Businesses
that
are
Popular
with
Young
Adults
This
final
strategy
is
to
build
relationships
with
food
businesses
such
as
Yogoberry
and
Boost
Juice,
which
use
dairy
products
as
a
main
ingredient.
During
the
summer,
Healthy
Bones
Australia
can
use
the
$25,000
to
establish
promotional
teams
that
take
the
business
partners
products,
for
example,
frozen

19. yoghurt
or
smoothies,
directly
to
beaches.
The
promotion-­‐sized
products
will
be
used
to
promote
the
partners,
as
well
as
distribute
promotional
messages
regarding
bone
health.
In
exchange
for
taking
the
products
‘to
the
streets’,
the
businesses
can
help
distribute
Healthy
Bones
Australia’s
messages
in
their
stores.
This
can
be
in
the
form
of
posters
or
cups
and
containers,
bearing
the
organizations
logo,
a
short
message
on
bone
health
and
even
the
Bone
Score
rating
for
the
product
sold.
Final
Words
Regarding
a
Long
Term
Strategy
When
considering
all
the
strategies,
it
is
recommended
that
Strategy
2
be
adopted,
as
it
directly
involves
the
target
market.
Further,
it
should
be
conducted
every
year
to
continue
generating
awareness,
funds
for
bone
health
research
and
‘chatter’
surrounding
bone
health
on
social
networks.
Strategy
1
serve
as
an
excellent
avenue
for
the
future
promotion
of
‘Mud’n’Bones’
and
Strategy
3
will
help
consolidate
future
partners
and
distributed
Healthy
Bones
Australia’s
message
across
a
wider
set
of
communication
mediums.
By
using
these
three
strategies
over
the
long
term,
Healthy
Bones
Australia
will
be
able
to
successfully:
1. Raise
knowledge
regarding
the
role
of
high
impact
exercise,
sun
exposure
and
calcium
consumption
in
maintaining
bone
health.
2. Build
their
self-­‐efficacy
with
regard
to
bone
health
maintenance.
3. Create
a
community
around
bone
health
that
helps
supports
young
adults.
4. Promote
‘chatter’
around
bone
health
and
develop
the
community’s
positive
normative
beliefs
towards
bone
health.
5. Deliver
a
more
personal
message
regarding
bone
health.
6. Shift
the
attitudes
and
intentions
of
young
people
towards
bone
health.

20. Limitations
and
Future
Research
Avenues
First,
due
to
time
constraints,
a
deeper
analysis
of
what
constitutes
‘personal
relevance’,
for
a
young
adult,
could
not
be
conducted.
Qualitative
studies
could
help
uncover
deeper
reasons
for
a
young
adult’s
perception
of
a
health
issue.
For
example,
focus
group
members
had
responded
quite
sensitively
to
the
Mental
Health
ad.
While
it
was
discovered
that
they
were
empathizing
with
potential
mental
health
suffers,
it
was
never
ascertained
why
they
empathized
with
them
in
the
first
place.
Second,
the
exact
weight
of
each
criteria
identified
could
not
be
ascertained.
This
was
largely
due
to
time
constraints
and
being
unable
to
conduct
a
second
questionnaire
survey
to
gather
that
information.
Of
particular
interest
would
be
the
importance
of
Immediate
vs.
Future
Health
Concerns.
As
mentioned,
Heart
Attack
ranked
first
in
terms
of
personal
relevance,
yet
is
a
future
health
concern.
Most
of
the
higher-­‐ranking
health
issues
were
considered
an
immediate
health
concern.
Third,
the
factors
that
determine
if
a
health
issue
is
perceived
as
a
health
risk
vs.
a
good
health
practice,
begs
further
investigation.
For
example,
what
associations
do
young
people
draw
between
risky-­‐behaviour
and
excessive
exposure
to
the
sun
or
drug/alcohol
addiction?
Fourth,
no
conclusive
information
was
found
with
regard
to
the
use
of
P/W
Models
(Lane
et
al,
2010).
Future
research
should
explore
potential
health
risks
behaviours
that
are
associated
with
bone
health.
Through
this,
P/W
Models
could
be
used
to
reduce
the
willingness
to
engage
in
behaviour
that
poses
risks
to
bone
health.
It
should
be
noted
however,
that
the
recommended
strategies
involve
building
associations
with
good
health
behaviour
and
work
well
with
the
brand’s
image.
By
taking
a
P/W
Model
approach,
strategies
would
involve
disassociating
oneself
from
dissimilar
prototypes
and
would
require
a
brand
image
change.
Finally,
the
sample
size
of
the
questionnaire
survey
(n
=
45)
was
too
small
to
conduct
hypothesis
testing.
Thus,
it
couldn’t
be
ascertained
if
there
was
a
difference
between
the
knowledge,
attitudes
and
behaviours
of
men
and
women.
Since
Osteoporosis
messages
have
focused
mainly
on
older
women,
it
was
expected
that
the
knowledge
would
have
trickled
down
more
to
young
females,
as
it
would
be
of
future
importance
due
to
menopause.

21. Bibliography
1) Brennan
R.,
Dahl
S.,
Eagle
L.,
2010,
Persuading
young
consumers
to
make
healthy
nutritional
decisions,
Journal
of
Marketing
Management,
vol.
26,
no.
7-­‐8,
p
635
–
655
2) Lane
D.,
Gibbons
F.,
O’Hara
R.,
2011,
Standing
Out
From
the
Crowd:
How
Comparison
to
Prototypes
Can
Decrease
Health-­‐Risk
Behaviour
in
Young
Adults,
Basic
and
Applied
Social
Psychology,
vol.
33,
p.
228
–
238
3) Money-­‐Freedom,
2013,
Tough
Mudder’s
Easy
Money:
How
Pain
Combined
a
$75m
Business,
Money
Freedom,
08
April
2013,
viewed
12
May
2013
http://money-­‐freedom.net/tough-­‐mudders-­‐easy-­‐money-­‐how-­‐pain-­‐
created-­‐a-­‐75m-­‐business/
4) NTG
Department
of
Health,
2013,
National
Healthy
Bones
Week,
viewed
15
May
2013
http://www.health.nt.gov.au/Agency/Events/View_All/index.aspx?itemD
etails=1462&objectType=kms
5) Obstacle
Racers
Australia,
2013,
Obstacle
Racers,
viewed
13
May
2013
http://www.obstacleracers.com.au/
6) Tough
Mudder,
2013,
Tough
Mudder,
viewed
13
May
2013
http://toughmudder.com.au/