Sample Solution

Opinion leaders – Involves individuals who have a vast influence over the target audience. Looking to how this factor has changed and helped the campaign there were TV shows, celebrities and for more recently social media influencers that have all started promoting the use of reusable cups. The impact of TV shows like Blue Planet II have caused outrage across the population and promoting the use of reusable coffee cups. In Blue Planet II, Sir David Attenborough highlighted the issue of single use plastic and highlighted the immediate action needed and that the future of the planet is in the palm of our hands (Ruddick, 2017). Attenborough also stated that “we have a responsibility, every one of us” and that “what we actually do here, and in the middle of Asia and wherever, has a direct effect on the oceans – and what the oceans do then reflects back on us” (Attenborough, Honeybourne & Brownlow, 2017). Shows the major benefit celebrities have with a health promotion campaign.

• Network & relationships – this can be combined this the previous point as friendships, especially at university are vital for spreading information. Many articles demonstrate the impact friendships and parental influences on an individual’s behaviour. This means that if an adolescent’s friend/friendship group/society/family use reusable cups, the student it more likely to adopt that behaviour (Engels, Vitaro, Blokland, de Kemp & Scholte, 2004). Social networking sites are also important in this area and often explains how information and behaviours can spread on a mass scale (discussed as a setting for health promotion later)

• Norms – This was one of the main aims of the NUS, as it states on their website “NUS will be asking your institution to join our campaign and commit to making reusable cups the norm across UK campuses” (NUS, 2018). Currently the norm for society is still using disposable cups therefore changing this is vital.

• Other factors include institutions, tastes and meanings