Calcium Awareness Campaign

INSTITUTE OF ADMINISTRATIVE SCIENCE

UNIVERSITY OF THE PUNJAB
Introduction
Calcium is an essential mineral required by the human body for healthy bones, teeth, and proper

Function of the heart, muscles and nerves. As the body is not able to produce calcium, it must be

Absorbed through diet. Good sources of calcium include dairy products, dark green leafy

vegetables, calcium fortified foods and nuts. Moreover, adequate calcium consumption and

weight bearing physical activity help in building stronger bones, optimizes bone mass, and may

reduce the risk of osteoporosis later in life. Osteoporosis is a disease of the skeletal system

characterized by low bone mass and deterioration of bone tissue which increases the risk of

fractures. As the risk of osteoporosis increases as large decline in bone mass occurs in older adults,

increasing. It is important for young people to reach their peak bone mass in order to maintain

bone health throughout life, a person with high bone mass as a young adult will be more likely to

have a higher bone mass later in life. Calcium and Vitamin D deficiency is very common in

Pakistani women. Many of these women don’t take this issue seriously. Being a mother or a sister

or a wife, these women spend hours taking care of their family and end up neglecting their own

health. They suffer from pain in their bones.

Interestingly, there are many females who are unaware of the importance of calcium. This makes

them more vulnerable to calcium deficiency. Cac 1000 Plus is a calcium supplement that contains

Calcium, Vitamin D3, Vitamin B6 and Vitamin C. Insufficient calcium consumption and lack of

physical activity early in life, could result in a failure to achieve peak bone mass in adulthood.

Daily calcium intake is essential for healthy bones and recommended amount of calcium

vary for individuals.

Aim

To increase the knowledge and awareness regarding calcium dietary intake among college

students and to positively change their attitude towards it. The objective of this report is to

present the proposal of the proposed program.

Goals

To reduce the risks of fractures among older adults and to prevent osteoporosis among them.

Main Features

Orange color stands for health so calcium intake leads to a healthy life and the slogan of this

campaign is “Weak bones mean weak future”.

The Persuasion Process

McGuire (1989)

1- Exposure

Information and knowledge regarding the product to the public.

2- Attention

How to pay attention to the target? Calcium intake messages have to compete with crowded

media place (people see about 2000 ads per day + numerous ads for different products).

The power of illustration to attract attention

The power of emotional ads

Research in marketing showed: Informative advertisements are not as effective as emotional

campaigns (positive & negative ones: shame, guilt, fear)

3- Understanding

Healthy life leads to a healthy future that means knowledge and awareness regarding the product.

4- Acceptance

Acceptance (and effectiveness) of a message leads to success of a campaign.

5- Evaluation

Whether the objectives set are met or not.

This process is used in order to map out the importance of calcium intake through marketing

process. Everyone should definitely support this initiative and pay attention towards it. This

calcium awareness campaign surely contribute towards a #healthierpakistan.

#Calcium kee adaat