Investigation and Analysis (Health)

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Investigation Into Better Health

The Better Health campaign was also designed to help with lowering COVID-19 symptoms as obesity makes the effects of COVID much worse. This was so the rate of people being hospitalised for COVID would in turn be lowered and the NHS would have more room for other patients who may not be able to be treated because of the number of people with the Corona Virus. The way that obesity raises the effects of COVID is speculated to be "Immune Hyper-Reactivity" which makes the immune system overreact to threats, which in turn causes exacerbated tissue damage and raises the symptoms.

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Better Health Response Data 

These are the results from a google form that I conducted to find out about people's health choices such as exercise and smoking. All of the participants in the form were between the ages of 16-19 and all the respondents were classmates from my level 3 creative media course. This was ideal as the target audience for this project is people between this age range. The number of respondents in total for this form was 15 so this was very helpful as this is nearly the entire population of the classroom and makes for a more accurate representation. This is a link to the Google form i used for the questionnaire: 

 For the first question, I asked if the participants considered themselves a 'healthy person' to which 60% (9 respondents) said they were not and 40% (6 respondents) said that they were, meaning that as a majority of this age group do not have healthy habits and are physically inactive which comes as a surprise because of how young the age group is. This generally goes against the stereotype that young people are fit and exuberant.

Onto the second question, which was a question on how much the participants exercised the options for this question: every day, every week, every week, and never. the results for this are as follows

Question 2
33.3% Every Day (5 respondents)
33.3% Every Week (5 respondents)
6.7% Every Month (1 responder)
26.7% Never (4 respondents)

This is an interesting split of answers as while the participants' opinions of their own health are overall quite negative the rate at which most of the class exercise is not as bad as originally thought with 10 out of the 15 respondents actually exercising daily if not weekly and the remaining third of the respondents saying every month or never. This could mean that our respondents could be receptive to the messaging in the adverts for Better Health as we are already seeing signs of a want of self-improvement.

The third question is about how often the respondents smoke with their options for this question being Every day, Every once in a while, I'm a social smoker and Never. 

Question 3
80% Never (12 respondents)
13.3% Social Smoker (2 respondents)
6.7% Every day (1 responder)
0% Every once in a while 

This did not come as a surprise in contrast to the first question. Smoking has become less and less popular among younger people, most likely due to awareness of smoking's side effects rising due to previous anti-smoking campaigns. Again, this question was asked to get a read on how receptive the target audience would be to the advertisement campaign's overall message, and it seems in this case the responses seem favourable.
For questions four and five I let the responders give answers using their own words. The question I asked, in particular, was about the reasons they do or do not exercise/smoke. 8 of the responses were negative with the most common reason for not being active being that they were "lazy" or that they "lacked motivation". On the other hand, the remaining 7 responses were positive and consisted mostly of answers about how it is either "fun" or how it makes them feel good about themselves. Question 5 did not portray the majority of respondents as smokers however the only three answers coming back as positive described smoking as "Relaxing" and "Fun". The remaining 12 answers all describe how badly smoking can negatively impact your health. This shows that while the majority do not have the determination yet to begin exercise consistently long term, they do show a consistent concern for the state of their physical health through their overwhelming rejection of smoking.

I proceeded to let the answers for questions six and seven. They followed the same train of thought as question six was about what specifically their favourite form of exercise is, while question seven again tried to get the specifics on how and why they began to smoke. This question was for the minority of respondents as I wanted to know what to target in one of the adverts, I will be producing that will tackle anti-smoking and how to stop smoking. The answers to questions 6 and 7 are as follows:

Question 6
Walking/Running (9 respondents)
Karate (1 responder)
Football (3 respondents)
Dancing (2 respondents)

Question 7
N/A (12 Respondents)
Peer Pressure (2 respondents)
It looks cool (1 responder)

As a result of the data collected from Question 7, I will implement messages addressing the dangers of peer pressure and how negative influences should be handled by young people in the poster I will make as one-half of the two adverts.

Finally, for questions 8 and 9 I returned to the pie chart method with question 8 being similar to question 1 with the question being are you thinking about stopping unhealthy habits and starting healthy ones. 

Question 8
80% Yes (12 respondents)
20% No (3 respondents)

These results coincide with the previous questions still and reaffirm my previous assumptions about the receptiveness of the respondents to a definite certainty that they are willing to start to exercise be that going to the gym, going for runs or joining a local sports team. Question 9, the last question, returns to the smoking topic as I asked what the thing the minority smoked the most with their options being Cigarettes, Vapes, Other and N/A

Question 9
46.7% N/A (7 respondents)
33.3% Other (5 respondents)
13.3% Cigarettes (2 respondents)
6.7% Vapes (1 responder)

The reason for the high number of responses to Other was that before there was no option for N/A and participants that answered the form and did not smoke answered with Other. I will remember to make sure mistakes like these are improved upon in the future. The minority surprised me with their answers as I thought that vaping would be the most popular option among 16–19-year-olds. 

In Conclusion

This made me change my plans for the poster I was going to make as I was mostly going to address vaping, but it looks like it will not be as necessary as addressing the smoking of cigarettes. I will also, in my radio advert, address how important it is to get into exercise and the overall benefits it has to a person's health and life.

Audience Profile 

 Audience Profile - Google Forms: This questionnaire was made so I could find out what the audience's social grade and psychographics are exactly. Going into creating the audience profile I already knew that I was working with a younger audience but what I did find out was that they have mostly a social grade of E/D meaning that most do not have a job or have at least a part-time one. The most common psychographic/personality amongst this young audience is Explorer which means that they value individualism and also seek adventure. This helps a lot as it gives me guidance on some things I can and can't do. For instance, I know now that I'll have to think bout how to show young people can get fit without them having to spend too much money while also being unique in the way I show this. Overall, conducting this audience profile is going to help me out a lot in the long run as I will have to think about what appeals to the audience's personality while also making sure that what I'm showing is cost-effective for them.

Focus Group Question List  

Q1: What Is Your Gender?

Q2: How Old Are You?

Q3: What Is Your Social Grade?

Q4: What would be your own opinion of your Physical Health?

Q5: How often would you say you exercise?

Q6: Why do you or don’t you exercise

Q7: Would you like to start exercising or is there anything you think you could improve on physically?

Q8: Do you Smoke Cigarettes or any other substance?

Q9: Why do you or do not smoke?

Q10: Have you ever thought about starting or stopping smoking

Q11: For what reasons have you or have you not thought about starting or stopping smoking?

These questions are derived from my google forms questionnaire about physical health as well as smoking. I have made alterations to most of the questions to be more open-ended as I want the answers given in the focus group to be more detailed so I can find out more about my target audience and so I can gain any information I might have missed when conducting the questionnaire as the questions where mostly just yes or no answers. I will ask these questions in person with Maddison, Lydia, Astrid, Leo and Stephen who are classmates and are doing this project too, as well as being a part of my target audience. Their answers will be recorded and will be compiled and edited in premier pro and uploaded to blogger.




 This focus group that I conducted with some of my classmates was very helpful as I was able to get more detailed answers from some members of my target audience. For example, one thing I learned from this session was that young people not only lack the motivation to exercise they also, because of their low social grades, cannot afford gym memberships to gain access to the equipment to exercise efficiently. This I will have to think about more as the audience not really having much of a budget also means I'll have to look at exercises without any equipment or help advertise some of the free apps that Better Health has made. I'm glad that this focus group opened my eyes to that as only one of the five people that took part in the recording went to the gym regularly. 

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