Case 5: Get Your Life into Gear

Abstract

Get Your Life into Gear was a 12-week pilot intervention developed by safefood using social marketing principles and processes to think through complex exchange issues surrounding obesity and workplace behavioural change. The specific problem that needed to be addressed is burgeoning male obesity in truck drivers. This case study describes the actions undertaken (situational analysis, audience research, behavioural objectives, the marketing mix and evaluation) during the planning and implementation of the pilot programme. It concludes with operational and strategic lessons learnt when tackling wicked problems that threaten the quality of life for all citizens within a developed society.