Question 2 A survey released by New Zealand Health in2015 revealed that:
• almost one in three adults (aged 15 years and over) were obese(31%)
• a further 35% of adults were overweight but not obese
• 47% of MÄori adults were obese • 66% of Pacific adults wereobese
• adults living in the most deprived areas were 1.7 times aslikely to be obese as adults living in the least deprivedareas*
• the adult obesity rate increased from 27% in 2006/07 to 31% in2014/15
Imagine you are in charge of designing an effective socialmarketing advertising campaign to reach the target group of Maoriand Pacific Island obese young adults aged between 18 and 30 thatchanges their attitudes towards healthy eating, exercise and fastfood.
a) What would you advise to change their attitude throughaffecting the cognitive component of the attitude?
b) What would you advise to change their attitude throughaffecting the emotional component of the attitude?
Justify your answers using attitude theories and concepts
