Social marketing activities of the state directed to health: The case of the campaign of struggle with obesity

Obesity is one of the important worldwide community health care threats and it is also a preventable heath problem which leads to the reduced quality of life in the lives of millions of people. In many countries, particularly USA, campaigns have been run as a part of struggle with obesity and some informative activities for a healthy life and diet are being carried out. The struggle with obesity continues with an increasing determination since 2006 in Turkey as well. In the scope of struggle with obesity which threatens community health care Turkey Healthy Diet and Active Life Program (2014-2017) has been put into practice and the large masses have been reached by supporting the program with social marketing activities. Accordingly, a research model has been developed with the aim of determining the influence of social marketing activities being carried out by the ministry of health in the scope of the campaign of "Struggle with Obesity" on the behavior of accepting the philosophy of healthy diet and active life. The independent variables in the model have been created as a result of factor analysis. As a result of factor analysis, it is approved that bringing the 27 expressions together under 6 factors. To test the research model, survey has been carried out on 400 people. Research sample consists of 18 years and over individuals who reside 21 neighborhoods in the central district of Nevşehir. In selecting the sample of persons; Easy sampling method is used considering the ratio of the total population of the neighborhood population. Pearson Correlation analysis has been applied in order to analyze the relations between the independent variables related to marketing activities determined as a result of explanatory factor analysis and dependent variable the behavior of accepting the philosophy of healthy diet and an active life. Multiple regression analysis has been used to analyze the effect which came into existence. In addition, t test and ANOVA analysis have been carried out in order to show whether the evaluations of the people taking part in this study concerning these independent variables vary according to demographic characteristics or not. As a result of all these analyses, it has been seen that the social marketing activities carried out as a part of "Struggle with Obesity" have an impact rate 21.7% upon the behavior of accepting the philosophy of healthy diet and an active life. 59% of the people taking part in the study as a results of the campaign were able to reflect the philosophy of healthy diet and an active life into their behaviors as a result of the campaign. It has been determined that taking part in walking activities, explanatory public service announcements on TV and reduction in the portions of the meals have an effect of more than 70% on reflecting the philosophy of healthy diet and an active life into their behaviors. In line with these results, it is proposed that the campaign of struggle with obesity should be continued with a more comprehensive content and the convenience of the materials which are used to make the strategies to be developed as a part of the campaign to reach the target audience should be taken into consideration.