Re-engaging 50-65 year olds with the health benefits of dairy
Background:
The 50-65 year old age group is the fastest growing demographic, representing over 4 million Australians. Research suggests they are limiting dairy intake because of health concerns. This presents an opportunity to stop the decline and encourage consumption.
This group also regularly visit their GP. Many will be overweight, and many will suffer from raised blood pressure and other risk factors of cardiovascular disease. In their minds, GPs and dietitians are likely to see dairy foods as foods to restrict rather than encourage in this patient group.
It is important to address the barriers to consumption, and provide evidence-based reasons why their patients should consume dairy.
Project objective:
- Long term objective: increase the proportion of 50-65 year olds who consume at least 2 serves of dairy a day.
- Year 1 objective: understand attitudes/behaviours of key health influencers.
- Year 2 objective: develop and implement communication activities to ensure key health influencers of 50-65 yer olds actively recommend 3 serves of dairy per day. This will involve manage ongoing research project ensure results are published and disseminated to opinion leaders.
Project scope:
This project will use a diverse range of disciplines to deliver its results – generation of science, translation of science for practical application, communication strategies to health professionals – including web and media and some direct to consumer communication.
Outcomes/benefits:
Increased dairy consumption contributes to increased farm profitability. Specific outcomes include:
- Dairy is seen as a healthy addition to a balanced diet for 50-65 year olds
- Key influencers are more likely to actively recommend dairy consumption
- Key barriers to dairy consumption for the audience are credibly addressed
More information:
For more information, contact Fotini Bakas, Health Communications Product Manager.