365antigua.com will be serializing an important research paper entitled Social Marketing:  Examining the Effects of Marketing Healthy Lifestyles in the Antiguan Society by Yvelle Charles-Jenkins.

Executive Summary  Urbanization, unregulated marketing and the low cost and high availability of unhealthy foods have all been blamed for the current shift to sedentary lifestyles and poor nutrition choices.  These poor habits contribute to the increasing rates of obesity.  Obesity in turn gives way to other disease conditions such as hypertension, diabetes and high cholesterol which constitute high risk factors for cardiovascular disease.  The rising rates of obesity and subsequent early onset of these diseases constitute a social problem for Antiguan society.  Research has however shown that the onset of these diseases can be delayed through proper dietary habits and increased physical activity.

The concept of Social Marketing was introduced in an attempt to encourage behavioural change as a means of minimizing social problems from an individual level.  Many Social Marketing programmes have proved successful in encouraging behaviours like safe sex, breastfeeding, improved dietary habits and increased physical activity.

This dissertation aims to examine if and how social marketing influences consumers in Antiguan society.  A sample of 105 Antiguan residents over the age of 18 was obtained using non-probabilistic sampling measures.  Using a quantitative approach for data collection, the researcher examines the awareness and attitudes of these individuals towards Social Marketing programmes geared towards improving dietary habits and increasing physical activity.

Data collected was analysed using descriptive statistics and excel software. Findings indicate that consumers are aware of Social Marketing programmes.  In addition, results show that Social Marketing programmes do in fact influence behaviour of individuals within Antiguan Society.  This study is an exploratory piece geared towards identifying areas (from a consumer perspective) which can be further investigated for the improvement of Social Marketing in Antigua.  Based on the findings areas of weakness were identified and a number of suitable recommendations made. 

Introduction  Antigua and Barbuda is a twin-island state located among the leeward islands of the Caribbean.  For the purpose of this dissertation only the larger of the two (2) islands (Antigua) will be discussed.  The island has an area of 108 square miles and a population of 85,903 was reported in 2007 (www.ab.gov.ag). As of 2007, statistics available indicate that 64.9% of the population was 15-64 years old, 28.3% less than 15 years old, and 6.8% was 65 and over.

Like other developing territories, the Antiguan Society has been swept into the globalization movement.  Integrated Marketing Communication and technological advances have flooded this society with the same consumerist attitudes as the larger more developed nations.  There has thus been a huge shift away from healthy habits such as healthy diets and active lifestyles to sedentary lifestyles and poor food choices.

In addition, urbanization has lead to more desk jobs decreasing the daily physical activity even more (Consiglio, 2008).  Further, the introduction of computers and video games, have made children less inclined to play outside.  Increased advertising to children has also contributed significantly to their high sugar low nutrient diet (Borden 1964 cited in Evans et al., 2009).  This shift towards poor health habits has led to an increase in rates of obesity and other socially modifiable diseases which can lead to cardiovascular disease.  The earlier onset of these diseases especially among the younger population, poses a threat to the upcoming human resources and eventually, the economy of the society Social Marketing was introduced with the intention of curtailing the impact of unregulated commercial marketing on society (Hastings, 2010).  Social Marketing programmes have successfully addressed a number of social problems within societies (Kotler, 2008; Andreasen, 1995, Hastings, 2010).  The aim of this dissertation is to examine whether Social Marketing programmes exist within the Antiguan society and whether or not these programmes influence individuals within that society toadopt healthy habits.  For the purpose of this study only improving dietary habits and increasing physical activity will be investigated.

As part of this investigation, the following sub-questions will be addressed:
What Social Marketing Programmes are used to promote good dietary and physical activity practices in Antigua?  What is the level of consumer awareness of such Social Marketing programmes?  How do consumers evaluate the effectiveness of Social Marketing programmes?  To what extent do Social Marketing programmes contribute to or influence behavioural change?

*** Watch this space for the rest of Yvelle Charles-Jenkins's exploratory research on obesity in Antigua and Barbuda ***