Positioning Statement

Positioning Statement
According to the latest findings in individual report part one, our low-income target audiences have higher fast food consumption than those in high-income area. We know that poor lifestyle and fast food consumption increase the likelihood of being diagnosed with bowel cancer by 2.7 times.
Healthier lifestyle behaviours such as healthy eating, regular physical activity may reduce the risk of cancer recurrence and improve the life for patients living with bowel cancer, but the intention to change those health behaviours may vary depending on availabilities of resource, and time (Susan, M., Robert, W. 2018).

We aim to use appropriate social marketing strategies and campaigns to provide more information and recommendations on how to minimize the risk of bowel cancer through improved lifestyle and early screening.Product design and platformBowel cancer screening kit is designed to check early signs of bowel cancer in our target audiences who do not have bowel cancer or do not have any obvious signs but have a higher risk of getting this disease.
This innovative product brings significant benefit in bow cancer early detection. The simple screening instructions saves time and increases the chance of detecting bowel cancer at an early stage, cancer mortality is decreased at the same time. The design principles of the screening kit provide simple, fast, cost effective and accurate diagnosis in bowel cancer.
Over the years, our team created unique technological platforms that are used to design and develop products for early detection of different types of cancers. With shared characteristics, these range of products are derived from the same core technology and architecture. The bow cancer screening kit and companion products for other cancer are designed to help people to identify, manage and treat the disease (Markus A. Feufel1, Tamera R. S., and Hans J. B. 2010).
In price setting, our team must take into account various factors (i.e., lack of insurance, transportation cost and cost of screening) in line with the benefit and value of our product to remain attractive to people. Pricing strategies to minimize an economic barrier for bowel cancer screening: Proving low cost or free screening service.
Healthcare incentives and disincentives can be targeted at healthcare professionals and patients. This report target patients. Patient targeted incentives and disincentives can be monetary and nonmonetary. Monetary Incentives and Disincentives are behaviour changes result in a voucher, price, payment, or other financial rewards;
Nonmonetary Incentives and Disincentives are behaviour changes result in enhanced quality of life or other non-financial benefits (Kim, S., University of Cambridge, Sheila, L., University of North Carolina, Jon, C., University of Minnesota). .Place/Distribution ChannelEmail is one of the most effective ways to communicate our campaign message to target audience and the community.
Another alternative method involves community healthcare support works in distributing the screening kits, to provide information and education on bowel cancer to prospective participant.Distribute the kit through pharmacies throughout inner west of Sydney, each returned stool sample will be tested, and result will be notified to participants.Bandura’s Social Cognitive Theory examined the relationship between environmental factors and diet behaviour.
Healthy food access is the first step to improve the food environment by making healthy foods more assessable to low-income customers and limiting access to fast food restaurants. PromotionWe will hold a yearly Bowel Cancer Awareness Month campaign in encouraging our target audience to reduce junk food consumption, increase physical activity, promote other positive health behaviour, and encourage not yet screened people to be screened for bowel cancer.
The key message for the public is:”Kit start to save your life!”Another message to our target audience:

If you’re aged 16-30 from inner west of Sydney, you’ll receive a free bowel cancel screening kit
For people have no signs or symptoms of bowel cancer
Bowel cancer is curable if detected early
Take the test early, don’t ignore it

Cancer Council NSW, local council and businesses provide both financial support and educational resources for this campaign. We will invite a health professional as a guest speaker who is well-known in cancer care and practice to spread awareness message during the campaign, motivate and empower already screened participants to tell their stories and encourage other people to be screened.
This campaign offers a unique opportunity for participant to interact with the guest speaker to raise awareness on bowel cancer risks its impact on people who are diagnosed with this disease in our community.Strategies that is actionable and understand the participants can be incorporated. Future cancer prevention and treatment methods must be communicated to the participants.
A successful social marketing campaign, we need to make the audience feel involved and motivated without fear from start to finish. Traditional communication channels such as face to face communication could not reach as wide audience as non-traditional channels, it is an effective channel to form a personal connection with our target audience.
Mass media such as face book is a non-traditional communication channel where a variety of risks are existing. Fear in mass media can affect people’s behaviour, people feel nervous, fearful and anxious when they are exposed by open media.There are serval factors that guiding our decisions including: post experiences, cognitive biases, cost, individual differences such as social status and age (Cindy, D. 2010)
Creative strategiesSome studies suggest that how food in displayed in a store can increase sales. Place healthy vegetables and fruits to a place where they will sell faster, usually towards the front of the store. Encourage customers to buy healthy beverages by placing them in the refrigerator next to the milk and water.
Healthy products such as whole meal wheat products below eye level.Form positive relations with the target audience to increase the value of healthier lifestyle behaviours including increased physical activity and heathier dietary choices.Make information available at local council or public places to educate the community on the advantage of early screening, healthy eating and impact on eating fast food.
Propose or introduce junk food tax, restrict unhealthy food advertising as part of efforts to reduce fast food consumption, addressing raising risk of bowel cancer.Implement appropriate strategies and policies within the community to promote healthy life style, early screening and reduce bowel cancer.
Encourage and motivate participants to take part in face to face communications to express their fear and anxiety before screening. Use small media such as newsletters and brochures to motivate and inform people to be screened. Provide training for healthcare professionals including individual targeted training and professional development workshops.Assist healthcare professionals with the knowledge, resources and systems to manage screening effectively.

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