1. Healthy
Bones
Australia
Project
Report
24100
Applied
Project
Marketing
Capstone
Understanding
the
Young
Adult
Market
in
Australia
with
Regard
to
Bone
Health
and
Osteoporosis

2. 2
Authors
..................................................................................................................................
3
Executive
Summary
..........................................................................................................
3
Introduction
........................................................................................................................
4
Research
Methodology
....................................................................................................
6
Literature
Review
......................................................................................................................
6
Secondary
Data
...........................................................................................................................
7
Primary
Data
................................................................................................................................
7
Literature
Review
...........................................................................................................
11
Introduction
..............................................................................................................................
11
Insight
1:
Young
Adults’
Attitudes,
Beliefs
and
Knowledge
held
towards
Nutrition
and
Health.
.............................................................................................................
12
Insight
2:
How
Attitudes
and
Behaviour
could
be
changed.
.....................................
14
Insight
3:
Potential
Communications
Mediums,
Methods
and
Platforms
that
could
be
used
to
deliver
health
messages.
......................................................................
17
Summary
and
Final
Words
...................................................................................................
18
Data
Collection
................................................................................................................
20
Secondary
Data
........................................................................................................................
20
Situational
Analysis
..............................................................................................................................
20
Industry
Analysis
...................................................................................................................................
26
Primary
Data
.............................................................................................................................
29
Qualitative
Study
–
Focus
Group
.....................................................................................................
29
Quantitative
Study
–
Questionnaire
Survey
................................................................................
34
Bibliography
.....................................................................................................................
39
Appendices
.......................................................................................................................
41

3. 3
Authors
Jang
Kyun
CHOI
11303411
Michael
CHU
10711873
Chi-­‐Loong
HO
10289825
Shuohui
LI
11255193
Chan
YE
11198658
Executive
Summary
This
report
was
conducted
on
behalf
of
Osteoporosis
Australia
for
developing
strategies
to
market
bone
health
to
young
adults,
aged
18
–
24.
It
provides
an
analysis
of
young
adults’
knowledge
and
attitudes
towards
bone
health
and
Osteoporosis,
and
how
they
evaluate
them
with
regards
to
different
competing
health
issues.
A
literature
review
was
conducted
to
understand
how
young
adults,
evaluate
health
issues
and
how
their
attitudes
and
behaviours
could
be
shaped
towards
actively
maintaining
their
bone
health.
Thereafter,
a
focus
group
and
a
questionnaire
survey
were
designed
to
gather
data
regarding
the
target
market’s
knowledge
and
attitudes
towards
Osteoporosis
and
bone
health.
Further,
information
was
gathered
with
regard
to
how
young
adults
evaluate
between
a
set
of
eight
health
issues,
including
bone
health,
and
how
they
ranked
them
in
terms
of
personal
relevance.
It
was
discovered
that
bone
health
is
important
to
the
target
market,
but
is
not
considered
a
current
health
issue.
While
the
target
market
recognized
the
importance
of
calcium
for
good
bone
health,
they
were
not
so
clear
on
the
importance
of
high
impact
exercise
and
sun
exposure.
Further,
it
was
discovered
that
they
find
it
difficult
to
maintain
their
bone
health,
especially
concerning
regular
exercise.
Finally,
bone
health
was
found
to
rank
6th
in
terms
of
personal
relevance
from
among
the
set
of
eight
health
issues.
Taking
into
account
all
the
findings,
a
set
of
recommendations
have
been
outlined
that
will
help
Healthy
Bones
Australia
promote
its
message
to
the
target
market.
They
involve
promotional
strategies,
as
well
as
building
relationships
with
business
and
organizations
that
have
similar
goals
to
Healthy
Bones
Australia.

4. 4
Section
A
–
Group
work
Introduction
Osteoporosis
is
a
debilitating
bone
disease
in
which
bones
become
fragile
and
brittle,
leading
to
a
higher
chance
of
suffering
bone
fractures.
Currently,
it
afflicts
approximately
1.2
million
people
in
Australia,
with
a
further
6.3
million
people
diagnosed
with
low
bone
density
(osteopenia),
which
can
lead
to
osteoporosis.
This
disease
typically
afflicts
the
elderly,
but
can
be
prevented
if
action
is
taken
at
an
early
age.
Osteoporosis
Australia,
the
organization
for
whom
this
research
was
undertaken
for,
has
an
active
consumer
initiative,
Healthy
Bones
Australia,
whose
purpose
is
to
educate
Australians
on
the
importance
of
bone
health
and
ultimately
prevent
osteoporosis.
As
prevention
is
the
aim,
the
Healthy
Bones
Australia
brand
is
targeted
at
younger
age
groups.
So
far,
the
initiative
addresses
25
–
45
year
old
females
and
children.
However,
a
gap
of
knowledge
exists
for
a
very
important
age
group,
young
adult
male
and
females
aged
18
–
24.
Thus
the
purpose
of
this
study
was
to
gain
understanding
of
the
market,
with
regard
to
bone
health
awareness,
so
that:
1. A
market
positioning
strategy
can
be
developed
for
Healthy
Bones
Australia,
targeted
at
18
–
24
year
old
males
and
females.
2. Marketing
strategies
can
be
tailored
specifically
to
18
–
24
year
old
male
and
females,
so
as
to
engage
them
early
in
osteoporotic
prevention
behaviours
and
activities.
To
this
end
the
following
research
objectives
were
used
to
guide
the
research
project:
R1.Discover
the
market’s
recognition
of
bone
health
in
relation
to
prevention
of
future
osteoporosis
health
issues
later
in
life.
R2.Determine
how
the
target
market
ranks
bone
health
against
other
health
issues.
R3.Establish
a
set
of
evaluative
criteria
by
which
the
target
market
evaluates
between
competing
health
issues.

5. 5
R4.Identify
potential
mediums
of
communication
with
the
target
market,
regarding
health
issues.
This
report
begins
with
an
explanation
of
our
research
methodology
and
how
we
approached
fulfilling
the
research
objectives.
It
is
followed
by
a
literature
review
of
theories
and
frameworks
that
can
be
utilized
by
the
organization
to
engage
the
target
market.
Though
there
was
expected
to
be
very
little
information
on
18
–
24
year
old
male
and
females,
with
regard
to
bone
health,
literature
related
to
other
health
issues
helped
shed
light
on
how
the
target
market’s
attitudes
and
perceptions
could
be
shaped
towards
good
bone
health
practices.
Thereafter,
we
present
the
data
collected,
both
primary
and
secondary,
and
provide
our
individual
analysis
and
interpretation
of
the
findings.
Further,
through
our
interpretations
of
the
data,
we
highlight
findings
of
great
importance
to
the
development
of
a
market
position
and
strategies
for
Healthy
Bones
Australia.
Finally,
we
will
provide
a
set
of
our
individual
recommendations
that
will
detail
our
approaches
to
engaging
the
target
market.
In
addition
to
this,
we
will
provide
explanations
to
the
limitations
of
our
findings
and
propose
future
avenues
of
research
that
will
better
equip
Healthy
Bones
Australia
in
engaging
18
–
24
year
old
male
and
females.

6. 6
Research
Methodology
To
reiterate,
we
addressed
the
following
research
objectives:
R1.Discover
the
market’s
recognition
of
bone
health
in
relation
to
prevention
of
future
osteoporosis
health
issues
later
in
life.
R2.Determine
how
the
target
market
ranks
bone
health
against
other
health
issues.
R3.Establish
a
set
of
evaluative
criteria
by
which
the
target
market
evaluates
between
competing
health
issues.
R4.Identify
potential
mediums
of
communication
with
the
target
market,
regarding
health
issues.
The
research
was
conducted
from
March
2013,
till
early
May
2013.
It
consisted
of
a
literature
review,
secondary
data
sourcing
and
a
primary
data
collection
period
utilizing
both
qualitative
and
quantitative
methods.
Literature
Review
We
began
our
study
with
a
literature
review.
As
the
target
market’s
ages
are
between
18
–
24,
we
favoured
academic
work
published
over
the
last
5
years,
but
were
prepared
to
accept
literature
from
as
far
back
as
2003.
While
it
was
expected
that
we
wouldn’t
find
literature
specific
to
our
research
topic,
we
uncovered
other
studies
that
were
important
to
the
understanding
of
young
adults
and
their
health.
Our
search
for
such
valuable
literature
focused
on
finding
frameworks
for
affecting
the
attitudes
and
behaviour
of
young
adults
towards
health
issues.
Information
found
involved:
1. Young
adults’
understanding
of
nutritional
health.
2. Their
propensity
to
engage
in
health-­‐risk
behaviour.
3. The
general
population’s
literacy
levels
that
would
impact
their
ability
to
interpret
health
messages
and
convey
them
to
others.
4. The
affects
the
media
has
on
the
communication
of
nutritional
health
messages.
5. The
most
frequently
used
and
most
trusted
sources
of
nutritional
health
messages.

7. 7
In
addition,
we
searched
for
literature
concerning
potential
distribution
channels
that
could
be
used
to
deliver
Healthy
Bones
Australia’s
message
to
the
target
market.
To
those
ends,
we
searched
for
businesses
associated
with
calcium
rich
foods
that
were
popular
with
young
adults.
The
insights
gleaned
from
the
literature
review
helped
set
a
foundation
for
fulfilling
3rd
and
4th
research
objectives.
Secondary
Data
Following
the
literature
review,
we
collected
secondary
data
to
confirm
some
of
the
insights
acquired.
While
the
studies
used
in
our
literature
review
were
conducted
in
other
western
countries,
we
wanted
to
ensure
that
those
insights
were
transferable
to
an
Australian
market.
The
data
we
were
interested
in
concerned
the
literacy
levels
of
the
Australian
population
and
our
main
source
of
data
was
the
Australian
Bureau
of
Statistics.
At
the
same
time,
we
gathered
information
about
the
Not-­‐for-­‐Profit
Industry
in
Australia
to
assist
in
providing
a
Situational
Analysis
for
Osteoporosis
Australia.
This
information
was
acquired
in
the
form
of
industry
reports
supplied
by
marketing
research
companies.
Primary
Data
Our
main
body
of
research
involved
both
qualitative
and
quantitative
methods.
A
focus
group
was
employed
to
gather
qualitative
data
and
a
questionnaire
survey
to
gather
quantitative
data.
In
designing
our
research,
we
chose
eight
(8)
health
issues
that
are
of
particular
significance
in
Australian
society
today.
They
are:
Drug/Alcohol
Addiction,
Obesity,
Heart
Attack,
Breast
Cancer,
Prostate
Cancer,
Mental
Health,
Osteoporosis
and
Skin
Cancer.
As
Bone
Health
was
our
main
concern,
we
presented
questions
of
Osteoporosis
separately
in
an
effort
to
avoid
planting
misconceptions
about
bone
health
being
only
an
issue
for
older
generations.
In
both
research
methods,
we
gathered
young
adult
males
and
females
aged
18
–
24.
The
focus
group
was
conducted
on
the
25th
April
2013
and
the
questionnaire
surveys
from
the
4th
-­‐
7th
May
2013.
Qualitative
Study
–
Focus
Group
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.

8. 8
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.
We
utilized
a
focus
group
to
observe
the
interactions
between
the
group
members
and
benefit
from
spontaneous
answers
that
could
help
unravel
true
feelings
towards
health
issues.
The
structure
of
the
focus
group
consisted
of
eleven
(11)
open-­‐ended
questions,
broken
into
three
(3)
sections
and
was
conducted
over
one
(1)
hour.
In
keeping
the
questions
open-­‐ended,
we
were
able
to
probe
answers
given
to
reach
deeper
thoughts
and
feelings
concerning
health
issues.
Section
1
questions
were
broad
in
nature
and
focused
on
health
issues.
They
were
simple,
yet
aimed
to
establish:
1. People’s
thoughts
on
health
issues
via
word
associations.
2. The
personal
importance
of
particular
health
issues
and
what
made
them
relevant.
3. The
group’s
thoughts
regarding
the
importance
of
particular
health
issues
in
Australia’s
society.
Thereafter,
we
showed
the
focus
group
slides
of
organizational
health
messages
regarding
our
set
of
health
issues.
We
asked
them
to
evaluate
how
those
messages
attempted
to
reach
them,
how
it
made
them
feel,
and
how
well
they
received
the
message.
The
aim
was
to
establish
how
organizational
messages
affected
the
evaluation
process
of
health
issues.
This
conclude
Section
1
In
Section
2
we
began
to
narrow
the
questions.
Its
purpose
was
to
collect
information
regarding
the
target
market’s
attitudes
towards
exercise,
food
nutrition
and
sun
exposure.
The
questions
were
designed
intentionally
to
investigate
how
people
evaluated
good
bone
health
practices,
without
drawing
attention
to
the
issue
of
bone
health.
For
example,
while
we
understand
that
bone
health
more
specifically
concerns
calcium
consumption,
we
felt
it
necessary
to
investigate
young
adults’
habits
when
searching
for
food
products
and
what
attributes
of
food
they
favoured
most
(i.e.
nutritional
value,
cost,
taste,
etc.).
Finally,
Section
3
specifically
focused
on
bone
health.
Here
we
investigated
why
the
target
market
felt
bone
health
was/wasn’t
important,
how
they
felt
about
their
ability
to
maintain
it,
and
how
best
to
communicate
good
bone
health
to
them.
In
asking
how
they
felt
about
their
ability
to
maintain
bone
health,
we
framed
the
question
with
their
previous
answers
to
exercise,
food
nutrition
and
sun
exposure,
so
they
could
fully
understand
what
they
were
answering.

9. 9
Quantitative
Study
–
Questionnaire
Survey
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.
The
questionnaire
survey
was
completed
by
45
respondents
aged
18
–
24
and
were
a
comprised
of
tertiary
education
students
and
those
employed
in
the
work
force.
Approximately
44.4%
of
respondents
were
male
and
55.6%
were
female.
The
questionnaire
was
designed
to
send
respondents
to
different
questions
if
answers
were
negative
or
didn’t
meet
a
certain
criteria
that
would
enable
them
to
answer
the
following
question(s).
In
total,
there
was
a
maximum
of
37
possible
questions
to
answer.
The
questions
to
measure
the
knowledge
of
young
adults
with
regard
to
bone
health
utilized
multiple-­‐choice
based
answers.
The
respondent
had
the
ability
to
choose
all
answers
they
deemed
relevant
to
the
question,
with
the
option
of
“none”
or
“don’t
know”
if
they
were
unable
to
answer
the
question.
In
some
questions,
false
answers
were
in
the
list
of
choices
so
as
to
determine
if
some
people
in
the
target
market
are
under
misconceptions
with
their
knowledge
of
bone
health.
To
measure
the
attitudes,
beliefs
and
habits
of
young
adults,
open-­‐ended
style
questions
utilized
semantic
differentials
to
establish
the
importance
or
unimportance
of
certain
bone
health
practices.
Further,
multiple
choice
questions
were
used
to
measure
the
habits
of
young
adults
with
regard
to
bone
health
maintenance,
whether
they
were
intentional
or
unintentional.
In
most
cases,
only
one
answer
could
be
selected.
The
awareness
of
Osteoporosis
Australia
and
Health
Bones
Australia
was
measured
through
simple
“yes”
or
“no”
questions,
with
further
questions
on
where
they
had
heard
of
the
organizations.
Drag
and
drop
mechanisms
were
used
to
rank
existing
health
issues.
Further,
a
sorting
column
was
utilized
in
a
following
question
to
determine
what
illnesses
they
considered
to
be
of
immediate
or
future
importance.

10. 10
Finally,
to
find
the
sources
of
health
information
most
frequently
used
and
trusted,
a
combination
of
multiple
choice
options
and
drag
and
drop
ranking
systems
were
used.
The
respondents
were
able
to
select
as
many
sources
of
health
information
(i.e.
Television,
Medical
Centers,
Gyms,
Family
and
Friends,
etc.)
as
they
used.
Following
that,
they
could
rank
these
selection
in
terms
of
frequency
of
use
and
which
were
most
trusted,
to
a
maximum
of
their
top
five
(5).

11. 11
Literature
Review
Introduction
In
Australia,
people
are
faced
with
an
ever-­‐growing
number
of
health
issues.
As
our
knowledge
of
illness
prevention
and
how
to
maintain
a
healthy
life
style
grows,
people
find
that
a
veritable
sea
of
health
marketing
messages
has
formed
around
them.
Metaphorically
speaking,
while
other
generations
may
be
floating,
struggling
or
even
drowning
in
this
sea
of
messages,
Generation
Y
confidently
‘swims’
around
and
selectively
chooses
what
messages
relate
to
them
and
suit
them
best.
The
challenge
that
the
Healthy
Bones
Australia
initiative
faces
is
that
it
needs
to
stand
out
among
all
these
competitor
messages
and
communicate
their
message
in
a
way
that
is
applicable
to
its
target,
Gen-­‐Y,
18-­‐25
year
old,
male
and
females.
To
compound
this
issue,
very
little
research
literature
exists
that
has
explored
the
target
market’s
knowledge,
attitudes,
behaviours
and
perceptions
towards
Osteoporosis,
Bone
Health
and
their
associated
health
marketing
messages.
Despite
this,
a
few
‘leaves’
of
wisdom
can
be
taken
from
research
conducted
on
other
health
issues
involving
18-­‐25
year
old
male
and
females.
Issues,
such
as
unhealthy
eating
choices
of
young
people
that
lead
to
obesity,
lend
insights
into
where
their
knowledge
is
lacking
in
terms
of
good
nutrition.
Further,
studies
on
how
to
persuade
young
adults
to
change
their
eating
habits
has
important
implications
with
developing
messages
to
shape
their
dietary
habits
to
promote
bone
health.
To
these
ends,
we
have
assembled
findings
from
multiple
research
topics
that
will
help
give
insights
to
the
marketing
problem
and
build
a
clearer
image
of
the
target
market
with
regards
to
bone
health.
These
insights
include:
1. Young
adults’
attitudes,
beliefs
and
knowledge
held
towards
nutrition
and
health.
2. How
young
adults’
attitudes
and
behaviour
could
be
changed.
3. Potential
communications
mediums,
methods
and
platforms
that
could
be
used
to
deliver
health
messages.
While
the
data
in
these
documents
were
gathered
from
countries
other
than
Australia,
we
feel
that
cultural
differences
of
the
UK
and
US
should
not
be
significantly
different
from
our
own.
The
findings
will
be
explained
in
the
context
of
the
authors’
research
and
followed
by
how
these
findings
could
be
applied
or
give
insight
to
the
marketing
problem.

12. 12
Insight
1:
Young
Adults’
Attitudes,
Beliefs
and
Knowledge
held
towards
Nutrition
and
Health.
While
the
articles
reviewed
gave
no
specific
data
on
the
calcium
intake
of
young
Australian
adults,
valuable
information
was
gleaned
from
studies
conducted
in
other
countries
with
regard
to
the
nutritional
knowledge,
attitudes
and
beliefs
of
young
adults.
According
to
a
publication
by
Pardee
(2011),
a
survey
conducted
by
the
American
Stroke
Association
reveals
that
90%
of
young
adult
Americans
(aged
18
–
24)
believe
they
are
living
a
healthy
lifestyle.
Yet
their
behaviours
betray
their
beliefs,
as
they
over
eat
and
consume
too
many
alcoholic
and
sugary
drinks.
Despite
expressing
a
desire
to
live
a
long
life
and
maintain
their
health,
one
third
of
the
18-­‐24
year
olds
did
not
believe
that
adopting
healthy
behaviours
could
reduce
the
risk
of
stroke.
Further,
43%
were
least
concerned
with
cardiovascular
disease
(Pardee,
2011).
These
findings
put
into
question
young
people’s
knowledge
and
interest
in
their
health.
Indeed,
we
found
further
indication
of
this
in
a
study
conducted
by
Brennan
et
al
(2010),
Persuading
Young
Consumers
to
make
Healthy
Nutritional
Decisions.
The
UK
based
study
by
Brennan
et
al
(2010),
is
concerned
with
understanding
consumer
behaviour
to
assist
social
marketing
attempts
by
governments
and
other
agencies
in
engaging
consumers
to
make
more
healthy
eating
choices.
The
study
involved
young
adults,
aged
19-­‐25
and
consisted
of
a
qualitative
analysis
of
health
related
newspaper
articles
and
quantitative
data
collection
to
assess
the
target
groups
understanding
of
health
and
nutritional
issues,
and
their
attitudes
and
beliefs
towards
sources
of
health
information.
It
is
important
to
note
that
the
qualitative
research
was
undertaken
to
determine
the
quality
of
the
content
that
the
target
group
would
be
exposed
to
and
possibly
affected
by.
Brennan
et
al
(2010)
found
that
over
a
three-­‐month
period,
the
Daily
Mail
had
299
articles
concerning
health
and
nutrition.
While
this
may
seem
a
good
thing
and
indicate
that
the
public
was
being
supplied
with
valuable
health
and
nutritional
information,
the
findings
paint
a
bleaker
picture:
1. The
articles,
at
times,
‘sensationalized’
scientific
results
that
were
based
on
exploratory
investigations
(Brennan
et
al,
2010),
as
25
of
127
new
treatment
articles
were
based
on
preliminary
findings.
There
was
not
enough
discrimination
between
speculative
and
established
scientific
results.

13. 13
2. The
articles
sometimes
took
stances
that
were
counter
productive
to
government
policies.
Other
agencies
could
also
suffer
the
same
situations.
3. Most
of
the
articles
were
at
a
reading
level
higher
than
the
reading
ability
of
a
large
proportion
of
the
general
population.
The
issue
of
the
public’s
literacy
is
important
and
serves
as
a
barrier
to
fully
understanding
health
and
nutritional
messages.
These
suggest
that
even
news
media
may
serve
as
an
impediment
to
the
persuasive
strength
of
a
health
and
nutritional
message.
More
importantly,
the
fact
that
some
of
these
articles
were
above
the
reading
ability
of
most
adults
raises
concerns
that
what
knowledge
is
captured
is
misunderstood.
Though,
the
readership
of
the
Daily
Mail
was
biased
towards
older
age
groups,
and
the
literacy
of
young
adults
was
not
specifically
tested
for,
the
findings
from
the
questionnaires
have
negative
implications
for
how
young
people
acquirer
their
health
and
nutritional
information.
The
questionnaire
surveys
were
completed
by
191
young
people,
of
which
96
were
undergraduate
and
67
postgraduate
students.
Though
it
provided
insights
for
how
to
communicate
health
messages
to
young
people,
it
also
revealed
a
few
concerning
issues:
1. Young
people
were
found
to
be
ignorant
and
disinterested
in
health
and
nutritional
issues.
For
example,
“only
49%
knew
what
a
BMI
measured,
and
that
only
14%
knew
the
significance
of
a
BMI
of
35”
(Brennan
et
al
2010,
p.
645)
and
“over
80%
indicated
the
they
did
not
want
any
health
information”
when
asked
the
preferred
method
of
receiving
such
messages.
2. Family
and
Friends
were
the
most
trusted
(1st
and
2nd)
and
the
2nd
and
3rd
most
frequently
used
sources
of
health
and
nutritional
information.
The
Internet,
while
ranked
5th
in
terms
of
trustworthiness,
was
the
most
frequently
used.
TV
documentaries
and
TV
news
ranked
3rd
and
4th
respectively
in
terms
of
trustworthiness,
though
the
documentaries
were
one
of
the
least
frequently
used
source.
Important
to
note
here
are
that
Family
and
Friends
are
largely
responsible
for
the
influence
of
normative
beliefs
towards
nutrition
and
health,
and
that
together
with
the
Internet
and
TV
news,
serve
as
important,
credible
sources
(Brennan
et
al,
2010)
The
first
issue
revealed
by
the
questionnaire
has
implications
for
communicating
the
importance
of
good
bone
health.
There
is
an
alarming
health
and
nutritional
knowledge
deficit
in
educated
young
people.
The
second
issue,
concerning
Family
and
Friends
being
the
most
trusted
and
frequently
used

14. 14
source,
combined
with
the
fact
that
health
and
nutritional
media
articles
are
beyond
the
reading
comprehension
of
most
adults,
implies
that
young
adults
could
be
acquiring
incorrect
knowledge
and
beliefs
from
a
trusted
source.
These
findings
raise
concerns
for
communicating
bone
health
to
18
–
25
year
old
male
and
females.
If
nutritional
knowledge
is
low,
then
it
is
likely
that
knowledge
concerning
calcium
intake
for
bone
maintenance
is
also
low.
Further,
it
could
be
possible
that
osteoporosis,
just
like
cardiovascular
disease,
experiences
the
same
lack
of
concern
from
the
age
group
as
it
is
too
far
removed
from
their
reality.
Yet,
Brennan
et
al
(2010)
and
Lane
et
al
(2011)
propose
frameworks
by
which
social
marketing
messages
can
shift
the
target’s
behaviour.
Insight
2:
How
Attitudes
and
Behaviour
could
be
changed.
In
our
research,
we
uncovered
2
major
frameworks
that
could
be
used
to
change
the
attitudes
and
behaviours
of
young
people
towards
bone
health.
Framework
1:
Integrative
Model
of
Behavioural
Prediction
and
Change
Brennan
et
al
(2010),
suggest
that
health
related
behaviour
change
could
be
built
by
utilizing
a
framework
based
on
attitude-­‐intention-­‐behaviour
models
associated
with
Ajzen’s
(1991)
Theory
of
Planned
Behaviour.
In
particular,
the
authors
utilize
Fishbein
and
Cappella’s
(2006)
‘Integrative
Model
of
Behavioural
Prediction
and
Change’.
The
model
implies
that
if
a
person
already
has
the
intention
to
carry
out
a
particular
behaviour,
then
all
that
is
needed
is
to
build
up
their
skills
and
remove
restrictions
towards
performing
that
behaviour.
So
the
goals
for
a
party
interested
in
changing
behaviour
in
society
would
be:
1. Formulate
Intentions
in
the
target
to
carry
out
the
behaviour
2. Develop
Skills
in
the
target
so
they
can
perform
the
behaviour
3. Eliminate
Environmental
Barriers
or
any
restrictions
that
impedes
the
target
from
performing
the
behaviour.
In
addition,
there
are
three
determinant
factors
that
work
to
formulate
the
intention
to
carry
out
the
behaviour:
1. Attitudes
towards
the
behaviour
2. Normative
Beliefs
concerning
the
behaviour
3. Self-­‐efficacy
concerning
the
behaviour.
Brennan
et
al
emphasize
that
if
there
is
no
existing
intention,
efforts
should
be
“directed
at
changing
the
antecedents
of
behavioural
intention,
that
is,
the

15. 15
attitude
towards
performing
the
behaviour,
perceived
normative
pressure,
and
self-­‐efficacy.”
(2010,
p.
639)
Further,
demographics,
behavioural,
psychological
and
cultural
factors
will
cause
variation
in
the
importance
of
these
three
determinant
factors.
For
this
reason
it
is
important
to
understand
whether
an
intention
is
primarily
determined
by
attitude,
normative
beliefs
or
self-­‐efficacy
(Brennan
et
al,
2010).
Finally,
these
three
determinant
factors
can
be
used
to
segment
audiences.
This
would
allow
interested
parties
to
tailor
health
communications
towards
a
specific
individual,
thereby
enhance
their
motivation
to
process
the
information
and
increase
persuasive
effects,
such
as
decreasing
physical
inactivity
(Brennan
et
al
2010).
By
applying
the
authors’
findings
to
the
framework,
it
was
concluded
that:
1. Friends
and
Family
and
Disinterest
affected
normative
beliefs.
2. Reading
ability
and
Ignorance
of
health
issues
affected
self-­‐efficacy.
3. Mistrust
of
media
and
the
Complexity
of
some
of
their
messages
affected
people’s
behaviour
towards
health
messages.
Figure
1:
Practical
implications
of
the
integrative
theory
of
behaviour
change
(Brennan
et
al
2010)
Brennan et al. Persuading youn
Figure 2 Practical implications of the int
Mistrust of media
Media misinformation
Complexity (SMOG) of media
External variable
Demagraphic
variables
Attitudes towards
targets
Personality traits
Other individual
difference variables
Behavioural
beliefs and their
evaluative
Normative
beliefs and
motivatian to
Efficacy beliefs
Friends & family
Disinterest
Apathy
Reading age
Illiteracy
Message customisal
Ignarance
to the best available scientific evidence,
cases tbe food and nutrition stories wen
average reader.
In policy terms, tbe key message that
deliver personal, customised messages n
that exhort consumers to eat healt
communications messages designed ind
have been impossible, new media su
(including SMS messaging) and new
relationsbip management (CRM) pote
consumers to make healthy nutritional decisions
grative theory of behaviour change.
649
Attitude
Norm
Self-efficacy
Skills
Intention
Environmental
constraints
Behaviaur
The SMOG analyses suggested that in many
too complex to be easily understood by the
merges is the need to develop initiatives that
her than generic communications initiatives
ier foods. While, in the past, tailored
ividually for millions of consumers would
:h as the Internet and mobile telepbony
marketing techniques such as customer
tially provide the means to achieve massenti
customisation. The first step would be to provide lifestyle and nutrition diaries and

16. 16
Framework
2:
Prototype/Willingness
Model
According
to
Lane
et
al
(2011),
the
Prototype/Willingness
(P/W)
Model
created
by
Gibbons
and
Gerrard
(1997)
expands
upon
Ajzen’s
earlier
work
on
the
Theory
of
Reasoned
action
(1980),
a
precursor
to
the
above-­‐mentioned
Theory
of
Planned
Behaviour.
They
make
the
distinction
between
intentional
behaviour,
which
is
the
crux
of
Attitude-­‐Intention-­‐Behaviour
Models,
and
the
willingness
to
engage
in
a
particular
behaviour.
Further,
they
argue
that
health-­‐risk
behaviour
is
not
necessarily
intentional,
but
that
the
willingness
to
engage
in
those
activities
needs
to
be
addressed.
Thus
P/W
model
is
“an
attempt
to
measure
a
choice
to
perform
behaviour
that
is
often
not
planned
far
in
advance.”
(Lane
et
al,
2011,
p.
229)
Finally,
prototype
is
of
significant
importance.
That
people
will
compare
themselves
socially
to
a
person
that
is
prototypical
of
a
risk
taker
is
a
major
assumption
of
this
model.
The
authors
suggest
“under
the
right
circumstances,
young
adults
will
attempt
to
‘distance’
themselves
from
risky
prototypes,
which
in
turn
could
decrease
their
willingness
to
engage
in
risky
behaviour”
(Lane
et
al,
2011,
p.
230)
To
investigate
this,
two
studies
were
conducted
in
the
context
of
reducing
young
adult
willingness
to
engage
in
heavy
consumption
of
alcohol:
Study
1
aimed
to
test
predictions
that
a
young
adult’s
perceived
dissimilarity
with
a
typical
drinker
would
result
in
less
willingness
to
drink
than
those
who
perceived
themselves
to
be
similar.
This
prediction
was
dependent
on
a
subject
being
encouraged
to
compare
himself/herself
to
the
prototypical
drinker.
In
addition,
there
were
no
expected
interactions
between
the
intention
to
drink
and
the
social
comparison
or
the
similarity
with
the
prototype.
The
findings
of
Study
1
suggest
that
the
predictions
were
correct.
Among
participants,
it
was
found
that
when
perceived
similarity
to
the
prototypical
drinker
was
low,
so
too
was
the
willingness
to
drink,
but
only
if
they
were
asked
to
compare
with
the
drinker.
Interestingly,
if
there
was
a
high,
perceived
similarity
with
the
prototype
and
the
participant
was
asked
to
compare
with
the
drinker,
the
willingness
to
drink
was
high.
There
were
no
specific
findings
that
indicated
what
kind
of
comparison
produced
the
greatest
‘distancing’
in
behaviour
from
the
prototype.
This
was
the
aim
of
Study
2,
to
determine
if
identification
or
contrast
would
cause
greater
reductions
in
the
willingness
to
drink.
Study
2
conducted
a
similar
test
as
Study
1,
except
that
it
asked
participants
to
either
contrast,
that
is,
to
distance
one’s
self,
or
identity
with
the
prototype.
The
findings
supported
Study
1’s
findings
and
that
“distancing
is
effective
when

17. 17
dissimilarity
to
a
prototype
is
combined
with
encouragement
to
cognitively
distance
from
that
prototype”
(Lane
et
al,
2011,
p.
235)
Summary
of
the
frameworks
Brennan
et
al
(2010)
suggest
that
intention
towards
behaviour,
with
regard
to
health
and
nutrition,
could
be
changed
by:
1. Changing
Attitudes
towards
the
behaviour
2. Changing
Normative
Beliefs
concerning
the
behaviour
3. Changing
Self-­‐efficacy
concerning
the
behaviour.
According
to
the
Integrative
Model
of
Behavioural
Prediction
and
Change,
once
a
person
has
the
intention
to
behave
in
a
certain
way,
in
this
case
caring
and
actively
engaging
in
their
health
and
nutritional
maintenance,
all
that
is
required
is
to:
1. Develop
skills
so
that
the
person
is
equipped
to
carry
out
the
behaviour
2. Remove
any
barriers
that
would
impede
the
carrying
out
of
said
behaviour.
Finally,
Lane
et
al
(2011)
suggest
that
by
encouraging
a
person
to
contrast
with
a
perceived
dissimilar
prototype,
the
willingness
to
perform
health-­‐risk
behaviour
can
be
reduced.
Insight
3:
Potential
Communications
Mediums,
Methods
and
Platforms
that
could
be
used
to
deliver
health
messages.
According
to
Brennan
et
al
(2010),
young
people
can
be
communicated
to
successfully,
by
using
new
media
such
as
Social
Networks,
Mobile
communication
integration
and
the
Internet.
Despite
concerns
that
the
Internet
is
riddled
with
questionable
health
and
nutritional
information,
they
accept
that
it
is
the
preferred
communication
tool
and
information
source
for
18
–
25
year
old
males
and
females.
Therefore,
these
digital
tools
should
be
the
preferred
vehicles
for
messages
that
aim
to
bring
change
to
their
health
attitudes
or
programs
that
raise
their
self-­‐efficacy
towards
positive
health
change.
Additionally,
customized
messages
would
serve
best,
as
“it
is
important
that
consumers
be
convinced
that
their
individual
self
interest
is
central
to
the
communications
program”
(Brennan
et
al
2010,
p.
649)
Applying
this
with
mobile
technologies
and
social
networks,
mass-­‐customizable
messages
could
be
possible
to
further
engage
the
age
bracket
and
personalize
the
messages.

18. 18
Further,
sharing
results
could
help
raise
awareness
of
issues
as
other
people
discuss
a
person’s
health
achievement.
With
regard
to
P/W
Models,
Lane
et
al
(2011)
propose
that
prevention
programs
should
‘emphasize
social
comparison
and
encourage
individuals
to
focus
on
how
they
are
distinct
from
prototypical
risk
takers”
(2011,
p.
236).
However,
the
findings
also
show
that
those
who
perceived
themselves
highly
similar
to
the
prototype
were
unlikely
to
reduce
willingness
to
engage
in
risky
behaviour.
The
authors
explain
that
this
does
not
suggest
‘preaching
to
the
choir’
but
that
efforts
should
be
focused
on
those
who
are
ready
to
receive
the
prevention
message.
In
other
words,
though
they
might
not
appear
to
be
at
risk
of
engaging
in
risky
behaviour,
they
should
be
reminded
that
they
are
different
from
risk
takers,
thereby
encouraging
distancing
from
the
behaviour
(Lane
et
al,
2011).
Finally,
according
to
Euromonitor
(2013),
it
is
expected
Yoghurt
products
in
Australia
are
expected
to
grow
by
2%
constant
value
CAGR
over
an
undisclosed
forecast
period.
According
to
Ausfoodnews
(2013)
in
the
UK,
the
frozen
yogurt
market
has
grown
19%
over
the
last
5
years
(since
September
2012)
and
50%
over
the
last
2
years.
While
no
statistical
information
can
be
found
on
the
Australian
Frozen
Yogurt
market,
at
the
time
of
the
writing
of
his
literature
review,
Frozen
Yogurt
businesses
are
increasing
in
urban
centers.
Important
to
note
is
that
these
businesses
focus
on
young
adults
as
one
of
their
main
target
markets
(Thomas,
2011).
Such
business
could
be
partnered
with
to
convey
bone
health
messages.
Summary
and
Final
Words
The
literature,
while
not
directly
addressing
osteoporosis
and
its
prevention
with
regard
to
18
–
25
year
old
male
and
females,
provides
valuable
insights
into
how
we
might
promote
bone
health
to
the
age
bracket.
First,
while
we
learned
that
young
adult
males
and
females
are
generally
ignorant
of,
and
disinterested
in,
health
and
nutritional
issues,
their
attitudes
may
be
changed
by
applying
the
Integrative
Model
of
Behavioural
Prediction
and
Change
(Brennan
et
al,
2010).
Further,
Friends
and
Family
play
a
vital
role
in
communicating
to
this
group,
as
they
are
the
most
trusted
source
of
health
and
nutritional
information.
Since
Osteoporosis
Australia
is
already
communicating
the
importance
of
bone
health
to
older
people,
who
are
likely
to
shape
the
normative
beliefs
of
their
young,
there
is
an
opportunity
to
communicate
to
young
adults
through
these
older
generations.
It
is
important
to
note
that
affecting
the
normative
beliefs
is
just
one
of
the
parts
that
lead
to
attitude
and
behaviour
change,
and
that
the
Healthy
Bones
Australia’s
communication
efforts
should
remain
focused
on
the
changing
the
Attitudes
and
Self-­‐Efficacy
of
young

19. 19
adults
towards
bone
health.
To
those
ends,
the
use
of
the
Internet,
Social
Networks,
and
most
importantly
customised
messages
that
speak
to
the
young
adult
as
an
individual
are
vital.
This
indicates
that
Healthy
Bones
online
interactive
website
could
be
a
move
in
the
right
direction
in
communicating
with
the
target
market.
Second,
we
determined
that
there
is
a
difference
in
young
peoples’
intention
to
engage
in
risky
behaviour
and
the
willingness
to
engage
in
risky
behaviour.
It
is
suggested
by
Lane
et
al
(2011),
that
the
willingness
to
engage
in
risky
behaviour
could
be
discouraged
in
young
adults
who
don’t
intend
to
act
riskily,
by
encouraging
them
to
contrast
themselves
with
a
prototypical
risk
taker.
While
this
was
proven
in
the
context
of
excessive
drinking,
we
believe
there
is
merit
in
the
Prototype/Willingness
Model
as
this
approach
could
be
used
to
encourage
young
adults
from
engaging
in
bone
health
related
risky
behaviour.
Finally,
the
growth
of
yoghurt
products,
in
particular
the
frozen
yoghurt
franchise
arena,
poses
an
opportunity
to
partner
with
these
businesses
and
advocate
bone
health
and
the
consumption
of
yoghurt
products.
While
no
data
could
be
found
regarding
the
age
groups
who
frequent
these
businesses,
it
is
known
that
one
of
the
main
target
groups
of
the
business
are
young
adults.
This
begs
further
research
with
regard
to
the
success
rate
of
such
businesses
reaching
their
target.

20. 20
Data
Collection
Secondary
Data
The
following
section
consists
of
the
secondary
data
collected
to
form
the
situational
analysis
and
confirm
particular
findings
in
the
literature
review.
Situational
Analysis
SWOT
STRENGTHS:
• Premier
consumer
body
with
regard
to
bone
health
• Existing
online
bone
health
interactive
tools
(Bone
Score
Calculators)
• Professional
experts
and
scientific
medical
committee
on
base
to
support
growth
• Commercialization
through
Partnership
and
Sponsorship
agreements
• Licensed
Bone
Health
Icons
that
help
build
the
organization’s
identity
WEAKNESSES:
• Lack
of
strong
online
presence
• Lack
of
presence
in
the
Non-­‐for-­‐
profit
organization
industry
• No
currently
established
relationship
with
the
young
adult
target
market.
OPPORTUNITIES:
• Young
consumers
increasingly
more
concerned
about
their
health
for
the
aesthetics
reasons
• Expand
its
presence
through
online
interactive
community
among
the
young
generation
• Predicted
growth
of
disposable
household
income
is
favourable
to
the
funding
of
the
organization
• Increasing
health
awareness
among
the
general
public
• A
developing
market
including
technology
and
Internet
• Developing
partnerships
with
other
government
departments
and
other
organizations
with
goals
that
run
parallel
to
Healthy
Bones
Australia
THREATS:
• Predicted
growth
of
disposable
household
income
also
benefits
competitors.
• Current
uncertainty
surrounding
global
economic
recovery
may
make
potential
investors
or
donors
cautious
with
their
funds.
• Negative
word-­‐of-­‐
mouth
can
affect
the
organization’s
business
• Withdrawal
of
government
support
could
put
pressure
on
organization’s
costs,
operations
and
cash
flow
• Shortage
of
professionals
impede
the
development
and
improvement
of
organization

21. 21
PEST
Political
&
Legal
Healthy
Bones
Australia
is
treated
as
a
non-­‐profit
organization
that
is
approved
by
the
government.
Australia
has
a
stable
government,
which
is
a
key
issue
in
ensuring
the
sustainability
of
the
organization.
Since
2007,
Australia
has
been
governed
by
ALP
and
this
government
has
shown
itself
to
pay
attention
to
health
problem.
For
example,
NSW
Government
passed
the
Public
Health
Act
2010
at
the
end
of
2010
and
commenced
it
from
September
2012,
in
order
to
protect
and
improve
the
public
health
(NSW
Government,
2012).
Privacy
Policy
is
an
important
legal
instrument
in
Australia.
Healthy
Bones
Australia
has
a
responsibility
to
protect
its
donors’
personal
information
in
accordance
with
the
law.
For
example,
no
personal
information
is
collected
while
people
visit
the
website,
except
for
when
they
register
to
use
the
online
Bone
Health
Calculator
or
to
make
a
donation.
In
addition,
any
personal
information
will
not
be
open
to
the
public.
Economic
The
Australian
economy
is
stable
and
has
experienced
consistent
growth
since
its
recovery
from
the
Global
Financial
Crisis
in
2007
(Trading
Economics,
2012).
This
is
a
good
indication
for
the
health
of
the
national
economy
and
has
an
effect
on
household
discretionary
income.
Figure
2:
Australia
GDP
Growth
Rate
(Trading
Economics,
2012)
Despite
this,
in
the
near
future,
Real
Household
Discretionary
Income
is
predicted
to
decline
over
2013/2014
periods,
but
steeply
rise
over
2015/2016
period
(IBISWorld,
2013).

22. 22
Socio-­‐cultural
As
one
of
the
world’s
largest
agricultural
countries,
Australia
produces
high
quality
vegetables,
meat
and
dairy
products.
According
to
the
consumption
summary
of
dairy
products
from
Dairy
Australia
(2012),
consumption
of
dairy
products
per
capita
has
varied
over
the
last
twenty
years.
However,
the
consumption
of
milk
products
has
increased
strongly
over
the
past
two
years,
which
was
mostly
influenced
by
the
‘coffee
culture’.
As
a
‘healthy
Snack’,
combined
with
its
convenience,
Yogurt
is
the
first
choice
for
busy
consumers.
The
per
capita
consumption
of
Yogurt
was
over
7
kg
from
2009,
and
the
number
is
increasing
every
year.
Figure
3:
Per
capita
consumption
of
major
dairy
products
liters/kg
(Dairy
Australia,
2012)
In
terms
of
education,
the
Australian
Bureau
of
Statistics’
(2009)
shows
that
only
41%
of
adults
aged
15
-­‐
74,
have
adequate
health
literacy
levels.
In
other
words,
the
majority
of
the
population
is
unable
to
fully
comprehend
the
health
information
they
are
receiving.
More
specifically,
in
our
target
market,
approximately
45%
of
males
aged
18
-­‐
24
had
adequate
health
literacy
skills,
while
approximately
54%
of
females
aged
18
-­‐
24
had
adequate
health
literacy
skills.
Thus,
the
proportion
of
the
young
adults
population,
that
have
adequate
health
literacy
skills,
is
not
much
higher
than
that
of
the
general
population.
Technological
With
the
advent
of
social
media
networks,
such
as
Facebook
and
Twitter,
new
avenues
for
communicating
social
marketing
messages
have
become
available.
From
a
Facebook
study
by
Nielsen
(2012),
over
11
million
Australians
used
Facebook
and
spend
approximately
7
hours
43
minutes
on
average,
during
July

23. 23
2012
(Figure
4).
According
to
Socialbakers
(2013),
nearly
a
quarter
of
Australian
users
are
aged
18-­‐24
(Figure
5).
Twitter
is
another
popular
worldwide
social
networking.
The
total
number
of
twitter
users
in
Australia
is
over
2.1
million,
and
the
average
visit
time
is
over
9
minutes
(Murton
2013).
Figure
4:
Top
10
Brands
-­‐
July
2012
(Nielsen,
2012)
Figure
5:
User
Distribution
Age
(Socialbakers,
2013)
Finally,
the
smartphone
market
has
been
developing
rapidly.
As
of
mid
2012,
the
total
number
of
smartphone
users
is
at
8.8
million.
From
June
2011
to
June

24. 24
2012,
there
was
an
85%
growth
rate
on
mobile
app
downloads
by
smartphone
users
aged
18
years
old
and
over
(ACMA
2013).
Figure
6:
Number
of
smartphone
users
downloading
mobile
apps
(ACMA,
2013)

25. 25
Current
Positioning
Currently,
Healthy
Bones
Australia
main
target
market
is
the
family
segment;
mothers
aged
25
-­‐
45
and
their
children.
This
positioning
map
spreads
the
major
competitors
across
a
Fun/Friendly
to
Serious
Message
Tone
x-­‐axis
and
a
Younger
to
Older
Target
y-­‐axis.
The
extreme
north
of
the
map
assumes
the
targets
are
elderly
people,
aged
75+
years.
The
extreme
south
of
the
map
assumes
an
infant
target
market.
The
height
of
the
ovular
shapes
indicates
the
age
range
that
the
organizations’
target.
This
shows
Osteoporosis
Australia’s
Healthy
Bones
Australia
and
its
major
rival,
Dairy
Australia’
Healthy
Bones
positioned
in
very
close
proximity
to
each
other.
Both
generally
have
a
fun
and
friendly
message
tone,
and
similar
target
market.

26. 26
Industry
Analysis
Figure
7:
Industry
Structure
(IBISWorld,
2013)
Industry
overview
and
Future
expectation
45,723
enterprises
operate
within
the
Not-­‐for-­‐profit
Organization
Industry
of
Australia.
Their
primary
sources
of
revenue
are
from
charitable
donations
and
government
funding,
holding
a
combined
value
of
over
$41
million
(IBISWorld,
2013).
IBISWorld
(2013)
shows
that
the
industry
is
still
in
a
state
of
growth
because
of
the
growing
Australian
population
and
strong
government
support
of
the
industry.
The
industry's
market
revenue
was
$112.2
billion
in
2012-­‐2013
and
experienced
annual
average
growth
rate
of
3.3%
from
2008
to
2013
(Figure
7).
Further,
annual
revenue
is
expected
to
grow
by
4.6%
from
2013
to
2018
and
reach
$140.8
billion
by
the
end
of
the
period
(IBISWorld,
2013).
Figure
8:
Industry
Revenue
(IBISWorld,
2013)
The
industry’s
growth
is
attributed
to
the
relatively
fast
recovery
of
the
economy.
During
the
global
financial
crisis,
Australian's
economy
had
recovered
from
its
negative
state
in
two
years
(ABS,
2010).
As
positive
market
growth
is
expected
over
the
next
five
years
(2013-­‐2018),
the
industry's
budget
statements
will
improve
(IBISWorld,
2013).

27. 27
Of
particular
importance,
the
Australian
government
will
reduce
tax
breaks
experienced
by
NPO
employees
(Crowe,
2013).
This
was
in
response
to
perceived
abuses
of
the
tax
compensations
that
NPO
employees
benefited
from.
It
will
affect
approximately
one
million
employees
(Sloan,
2013)
and
may
put
pressure
on
organizations
as
their
employees
experience
increased
costs
of
living
with
the
loss
of
tax
breaks
on
living
expenses
such
as
meals.
Market
segmentation
and
competition
Figure
9:
Major
market
segmentation
(2012-­‐13)
(IBISWorld,
2013)
The
industry
is
defined
by
business
model
rather
than
target
markets.
This
is
because
these
organizations
tend
to
champion
interests
that
are
of
niche
interest
to
the
public
(IBISWorld,
2013).
Therefore,
the
wider
spread
of
market
segments,
coupled
with
the
sheer
number
of
organizations,
implies
there
are
no
specific
market
leaders
who
hold
large
portions
of
the
market.
As
so
many
interests
are
championed,
organizations
will
face
more
indirect
competition
than
direct.
Currently,
the
concentration
of
the
industry
is
low,
with
the
four
largest
firms
holding
under
10%
of
the
industry’s
revenue.
It
is
difficult
for
new
entrants,
who
aim
for
large-­‐scale
operations,
to
gain
government
support.
This
is
because
there
are
already
large-­‐scale
NPOs
with
well-­‐established
reputations
competing
for
those
funds.
In
addition,
reputation
itself
is
of
great
importance,
and
any
new
entrants
will
have
to
establish
their
reputation
while
competing
with
organizations
that
have
become
iconic
in
the
Australian
public
eye.

28. 28
Business
Geographic
Figure
10
Distribution
of
Established
Organizations
vs.
Population
(IBISWorld,
2013)
Figure
10
shows
the
geographical
distribution
of
revenue
to
the
population
of
Australia.
New
South
Wales
has
a
significant
number
of
the
large
not-­‐for-­‐profit
organizations
headquartered
in
Sydney
(IBISWorld,
2013).
These
large
organizations
typically
provide
their
services
and
products
in
large
cities
where
they
can
operate
more
efficiently
and
effectively
(IBISWorld,
2013).
NPOs
still
operate
in
remote
locations
as
government
subsidies
can
be
acquired
to
compensate
the
inefficiency
of
the
operations.

29. 29
Primary
Data
Qualitative
Study
–
Focus
Group
Section
1:
General
Health
Issue
Questions
In
the
first
section
of
the
focus
group,
we
asked
the
participants
to
analyze
some
words
surrounding
health
issues
and
provide
us
with
2
words
that
they
relate
to
the
health
issue.
Following
up
we
asked
the
participants
to
rank
the
health
issues
as
their
importance
and
relevance
to
them
giving
reasons.
The
majority
ranked
mental
health
most
important,
followed
by
obesity
and
heart
attack.
Next
we
asked
them
to
rank
the
health
issues
on
a
national
level
and
what
made
them
feel
that
this
health
issue
is
of
national
importance.
Skin
cancer
and
obesity
were
the
highest
outcomes
followed
by
mental
health
and
drug/alcohol
addiction.
Their
thoughts
were
swayed
by
observations
as
well
as
statistics
and
marketing.
Next,
we
showed
the
participants
several
health
marketing
campaigns
and
got
their
responses
on
them,
how
they
felt
about
them
and
what
was
the
most
appealing/stood
out
about
the
ad.
Drinking:
We
showed
two
ads.
The
first
ad
had
4
pictures
of
a
man.
with
the
first
showing
a
man
with
his
friends
at
a
bar
having
fun.
The
next
picture
was
with
him
after
having
a
few
drinks.
The
third
picture
is
of
him
on
the
couch
asleep.
The
fourth
is
of
what
appears
to
be
his
daughter
in
the
doorway
looking
as
looking
at
her
drunken
father.
Responses
were
along
the
lines
of
“he’s
just
sleeping”
and
were
not
too
engaging.
The
second
ad
had
4
pictures
of
a
woman.
The
first
is
of
her
with
her
friends
with
linking
arms.
The
second
photo
is
of
her
taking
a
shot.
The
next
one
is
of
her
in
the
bathroom
throwing
up.
The
final
one
is
of
her
passed
out
on
the
street.
Thoughts
were
“this
one
is
more
engaging
because
she
looks
worse
than
the
other
ad”
and
it
made
them
feel
bad
about
drinking,
i.e.
don’t
drink
until
you
are
that
messed
up.
Drugs:
This
ad
was
of
a
poster
showing
what
an
ecstasy
lab
looks
like.
It
detailed
the
instruments
used

30. 30
to
make
the
drugs
(battery
acid,
drain
cleaner
and
hair
bleach).
Disturbing,
disgust
and
sick
was
the
overall
feeling
of
the
focus
groups
“knowing
that
all
of
that
is
used
to
make
the
drugs
is
disturbing,
we
go
to
the
bathroom
there”.
Obesity:
This
campaign
was
an
ad,
showing
a
man
who
is
a
balloon,
and
deflates
after
he
switches
from
eating
fatty
foods
indoors
on
the
couch
to
walking
his
dog
outside
from
a
fat
balloon
man
to
a
skinny
one.
It
was
a
lot
more
colorful
and
happy
then
the
other
ads
shown.
One
individual
said
“This
ad
promotes
healthy
lifestyles
over
combating
obesity”.
Friendly,
happy
and
colorful
were
the
tones
of
the
advertisement.
”It
was
more
to
promote
healthy
behaviour
over
anything
else”.
Breast
cancer:
We
showed
the
participants
several
images
of
the
pink
ribbon
day
campaign
posters.
Many
of
them
were
quick
to
analyze
the
campaign
poster
and
many
of
them
were
quite
negative
about
it.
“The
heart
is
upside
down”,
“I
think
they
are
meant
to
be
breasts”,
I
don’t
like
how
the
heart
is
upside
down
because
it
is
meant
to
be
a
symbol
of
love
and
if
you
put
it
upside
down
it
means
the
opposite”,
“
the
guy
looks
awkward
standing
there,
he’s
too
tall
for
them,
and
why
is
he
there?
He
doesn’t
have
breasts”.
One
participant
said
that
“It’s
too
happy
for
what
it’s
advertising”,
whereas
another
one
argued
that
“They
wanted
to
show
people
overcoming
the
issue
over
succumbing
to
it”.
Overall,
feelings
were
mixed
towards
this
campaign,
shown
by
the
split
in
the
room.
Prostate
cancer:
Two
campaigns,
which
shows
a
man
with
moustache
promoting
Movember
to
change
men’s
health.
Not
many
people
got
it
straight
away.
One
researched
the
campaign
because
their
friends
were
doing
Movember
and
wanted
to
know
what
it
was
about.

31. 31
Mental
health:
There
were
two
adverts
shown
for
mental
health.
The
top
one
portrays
3
people
(2
men
and
a
woman)
walking
around
with
obscure
balls
instead
of
heads.
The
one
on
the
woman’s
body
was
a
ball
with
many
baby
heads,
and
the
balls
on
the
two
men’s
heads
had
one
with
many
technological
devices
on
them
(mice,
wires
etc.)
and
the
other
with
work
appliances
(pencils,
paper).
The
bottom
one
had
a
bus
stop
glass
with
a
hole
in
the
middle
with
the
words
“big
problems
start
small”
in
the
corner.
Many
of
the
participants
got
the
concept
of
the
advert
straight
away
with
remarks
such
as
“creepy”
and
“weird”
to
underline
that
it
was
on
mental
health.
“It
is
different
so
people
are
warded
out
to
things
that
are
different.”
It
sort
of
separates
the
people
and
alienates
them
from
other
people
and
negatively
portrays
them
as
being
different
from
other
people.
One
participant
said,
“Based
on
their
attire,
anyone
can
be
affected
from
mental
health
as
they
are
wearing
normal,
average
everyday
clothes.
Bone
health:
The
two
ads
we
showed
the
focus
group
on
bone
health
were
not
clearly
received
by
the
participants.
The
one
on
the
left
was
of
a
woman
with
her
hair
going
down
her
back
and
turning
into
cracks
in
her
back.
The
other
one
was
of
a
question
mark
made
from
a
person’s
spine.
At
first
glance,
the
ad
did
not
portray
their
case
effectively.
“The
one
on
the
left
just
looks
like
the
girl
has
really
bad
split
ends,
the
one
on
the
right
is
better;
at
least
it
shows
a
spine.”
Skin
cancer:
The
ad
shows
a
woman’s
back
at
the
beach
and
has
the
words
“skin
cells
in
trauma”
over
her
back.
This
campaign
was
very
straight
to
the
point,
explained
the
focus
group
and
has
been
seen
by
many
of
the
participants
over
and
over
again.
“There
was
nothing
new
brought
to
the
table
about
the
ad”.
“Everything
kind
of
knows
it
even
if
they
do
go
and
get
a
tan.”
“Maybe
they
need
to
try
a
new
technique”.
From
the
response
we
received,
the
skin
cancer
ad
campaign
can
be
recognized
as
quite
successful
as
many
of
the
respondents
knew
about
the
message.

32. 32
Section
2:
Questions
on
health
and
wellbeing
practices.
-­‐See
appendices-­‐
This
section
was
designed
to
prime
the
group
for
Section
3.
While
we
did
gather
valuable
information
that
went
to
the
design
of
the
Questionnaire
Survey,
this
section
was
not
of
vital
importance.
Section
3:
Questions
regarding
bone
health
8.
What
do
you
think
of
bone
health?
After
hearing
this
question,
the
participants
contributed
similar
answers
to
that
provided
when
we
asked
them
about
milk
which
was
people
should
drink
more
milk
(for
bone
maintenance),
that
arthritis
and
osteoporosis
are
diseases
which
will/may
affect
them
in
the
future
if
they
don’t
address
bone
health
as
a
serious
issue
to
them.
However
they
also
argued
that
they
were
“old
people
diseases”
and
they
were
not
so
concerned
about
their
bone
health
right
now.
9)
For
what
reasons
would
you
say
that
bone
health
is
important?
Almost
all
of
the
participants
had
a
different
source
of
their
information
on
bone
health.
Ads
and
marketing
campaigns
on
TV
sway
the
participants
highly
towards
their
views
on
bone
health.
They
also
understand
that
it
will
eventually
be
an
issue
for
them.
Many
expressed
that
they
want
to
be
able
to
play
with
their
grand
kids,
as
their
grandparents
cannot.
Many
of
the
participants
realized
that
it
affects
old
women
more
than
old
men.
“It
doesn't
apply
to
me
now
but
it
will
later”.
”It's
not
an
immediate
thing;
I
don't
need
to
worry
about
it
until
something
happens
to
me”.
“Prevention
is
better
than
treatment”.
“Better
to
keep
it
stable
then
to
treat
it
on
the
go”.
“I
want
to
be
able
to
play
with
the
kids
when
I’m
old”
10)
Section
2’s
questions
were
related
with
maintaining
good
bone
health.
Calcium
intake,
exercise
and
sun
exposure
are
required
for
the
maintenance
of
strong
bones.
How
do
you
feel
about
your
ability
to
maintain
your
bones?
Most
of
the
participants
gave
different
looks
when
we
asked
them
this
question.
Some
had
a
frown
or
a
subtle
scrunched
up
facial
expression,
which
displays
that,
they
were
not
confident
with
their
ability
to
maintain
their
bone
heath
after
being
provided
with
all
of
this
information.
However,
the
participants
contributed
that
exercise,
eating
bananas
and
drink
milk
were
some
things
that
they
could
do
easily
to
maintain
their
bone
health
with
one
person
saying,
“It’s
easier
to
drink
milk
then
to
exercise”.
Only
one

33. 33
individual
did
bring
up
that
going
out
into
the
sun
was
important
but
they
just
wouldn’t
do
it
because
they
didn’t
like
it
with
the
others
nodding
in
agreement
and
acknowledgement.
11)
Finally,
how
could
bone
health
awareness
be
raised
among
your
age
group?
After
a
long
debate
and
discussion
on
the
matter,
many
ideas
were
thrown
around
but
there
was
a
consensus
that
it
was
difficult
to
cater
to
our
demographic.
“There
are
more
TV
ads
but
less
people
watching
TV
and
turning
more
to
the
Internet
and
more
social
media
ads”.
Discussing
that
TV
ads
were
harder
to
reach
our
audience
with
because
they
were
less
present
during
the
TV
ads
and
many
of
them
left
during
the
ads.
After
this
small
discussion,
we
asked
them
to
discuss
any
ideas
they
had
on
ads,
which
appealed
to
them,
that
they
liked
or
characteristics
of
ads
which
we
should
use
to
make
something
which
would
cater
to
gen
y.
The
group
had
many
suggestions,
which
were
that
Ads
should
be
Nice,
short,
have
good
music
and
be
appealing
aesthetically.
One
person
brought
up
an
example
of
an
ad,
which
stuck
out
to
them
in
their
mind.
It
was
one
of
the
more
recent
Smirnoff
ads,
which
had
the
slogan
“start
with
a
clean
slate”.
This
was
appealing
to
them
by
the
sheer
simplicity
of
the
ad,
the
combination
of
having
good
music
in
it
and
it
really
stuck
out
to
them.
Also,
as
many
of
the
gen
y
individuals
were
turning
towards
the
Internet,
having
the
viewer
forcibly
watch
the
advertisements
on
YouTube
was
another
suggestion
brought
up.
This
was
brought
out
as
a
complaint
by
one
of
the
participants
initially
but
was
later
added
onto
it
by
others
discussing
about
the
ads
they
had
watched
because
they
could
not
skip
it.

34. 34
Quantitative
Study
–
Questionnaire
Survey
Please select your gender * Do you smoke?
Count
Do you smoke? Total
Yes No
Please select your gender
Male 2 18 20
Female 1 24 25
Total 3 42 45
Please select your gender * Do you consume alcoholic beverages at least
once a week?
Count
Do you consume alcoholic
beverages at least once a
week?
Total
Yes No
Please select your gender
Male 12 8 20
Female 7 18 25
Total 19 26 45
Please select your gender * Have you heard of Osteoporosis?
Count
Have you heard of
Osteoporosis?
Total
Yes No
Please select your gender
Male 17 3 20
Female 19 6 25
Total 36 9 45
Please select your gender * Is it a future health concern for you?
Count
Is it a future health concern for
you?
Total
Yes No
Please select your gender
Male 7 10 17
Female 12 7 19
Total 19 17 36