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Mental Health - Eating Disorders

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Chris Ogg

on 27 August 2013

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Transcript of Mental Health - Eating Disorders

Key Background information
Eating disorders are a mental illness that causes serious disturbances in a person’s every day diet and is commonly, but not exclusively, developed during adolescence or early adulthood.

Females are more likely than males to develop an eating disorder.

In today's society, young women are being pushed into disordered eating in order to live up to the media's representation of what women should look like.

The cost of bringing this issue towards the community may cause the government to provide more subsidisation of health products associated with the issue
Campaign Purpose
Many people suffer from eating disorders, but very few people know how deadly they can be. People need to talk about them and create awareness

Eating disorders can be incredibly stressful and put great pressure on one’s life, especially for those with perfectionist tendencies and expectations.

An eating disorder is often a cry for help or a plea for attention; a person with bulimia, for instance, often needs people to understand them, but does not know how to attract their attention in a positive way.

Overeating, or 'bingeing', can provide a sense of comfort when a person feels alone or helpless. The ensuing guilt and shame then often causes the person to try to get rid of the extra calories through vomiting, using laxatives or water pills, or excessive exercise.
Target Audience
90% of cases of anorexia nervosa and bulimia nervosa occur in females
The National Eating Disorders Collaboration. (2012)
An estimated 20% of females have an undiagnosed eating disorder
The National Eating Disorders Collaboration. (2012)
The onset of anorexia usually occurs during adolescents with a median age of 17
Grilo, C.M., & Masheb, R.M. (2000)
Among 15-24 year old females, anorexia has a standardized mortality rate that is 12 times the annual mortality rate from all causes
Sullivan, P. (1995)
31% of young women surveyed between 18 and 23 reported that at some time they had at least experimented with unhealthy eating behaviours including making themselves purge, deliberately abusing laxatives or diuretics, or fasting for at least 24 hours in order to lose weight
Brown, W. (1998)
One in five teenage girls surveyed starved themselves or vomit up their food to control their weight
Sydney University (2007)

Goals and Objectives
Behaviour Objectives:
The target audience should understand their situation and the reasons why they possibly have an eating disorder. They should consult a professional to share their experiences and tell them about their issues so that their expertise could help create a behavioural change.

Knowledge Objectives:
Provide more information about eating disorders and show our target audience the true nature of the problem and look for some better way to fix it. There are many organisations that are helping people who have eating disorders to provide the most suitable suggestions. A good and clear communication would be effective in delivering our message to the audience in the campaign.

Belief Objectives:
The target audience needs to trust themselves and be confident. They should believe that they can get better and they do not need to suffer in the pain for long.

Target Goals:
Reduce the number of eating disorders in the society in one year. This would minimise negative consequences such as affecting body health and emotions.

S.M.A.R.T. Goals:
To reduce the instances of Anorexia by 25% by the year 2015
To reduce the instances of Bulimia by 30% by the year 2015
Reduce fatality rate associated with eating disorders to less than 1000 by 2015
13-25 years old
Live in New South Wales, Australia
Either personally from an eating disorder or knows somebody who does.
Target Audience
Mental Health
Eating Disorders
Multifaceted Approach
Teenaged girls (13-17)
Attending high school
Target Audience 1
Young adult females (13-17)
Attending University or in full-time work
Target Audience 2
Men and Women
All ages
Living in New South Wales
Target Audience 3
Full transcript