First National Preventive Health Research Programme  YELP Holistic First Business Plan    YELP Holistic First Business Plan Defined Terms   SWOT Analysis   Executive Summary   Deliverables And Costs   Snapshot Page To 10 Benchmark Techniques   Defined Terms for Five YELP Business Plans

Second National Preventive Health Research Programme      Bohemian Teenagers Arts Assistance Programme

First BTAAP Business Plan      Bohemian Teenagers Show Choir Programme        Defined Terms BTSCP

Second BTAAP Business Plan    Bohemian Teenagers Symphony Orchestras Programme    Defined Terms - Bohemian Teenager Symphony Orchestra Programme

Third BTAAP Business Plan    Bohemian Teenager Ballet & Modern Dance Programme        Defined Terms BTB&MDCP

6          Five Guidance Influences over humans in the Western World:

            *           Initial four influences are in the best interests of the individual

            *           the 5th Guidance Influence, namely the Free Enterprise Media Advertising Influence (most powerful), is not directed towards the best interests of the individual, but "the best interests of the party paying for the media advertising" usually to -

                        +         sell consumer goods; or

                        +         influence political or religious allegiance

1st        Intrinsic within the psyche of nearly all animals, including humans, is the deep-rooted concern parents exhibit to protect and guide their young which commences at birth.  Parents generally steer their offspring into a Lifestyle Behaviour, and to adopt priorities/values that those parents believe are in the best interests of their newborns.

2nd       In Australia, the school education systems seeks to guide children within a collegiate environment towards Lifestyle Behaviour which includes a high level of education, a Healthy Diet, regular exercise, honesty and fair play.  However, the USA schools charter seems more limited to reading, writing and arithmetic, with guidance for Lifestyle Behaviour largely left to the parents and the church.

3rd       The Christian Right religious movement in the USA plays a potent role in endeavouring to guide their flock towards the attributes of loving thy neighbour and do unto others as you would have them do unto you under the business practices it condones.  Materially lower attendance at traditional Sunday church services in Australia is testimony that the church in Australia is less influential in guiding young adults. 

4th        When young adults enter the labour force they receive guidance from their peers, work colleagues and senior management at their workplace.  CEOs of large companies, which are concerned to "protect Brand Name", ensure various leaflets are regularly distributed which warn of sexual harassment, insider trading, fraud etc, and setting out the consequences of breaching any of those guidance protocols.

5th       The final and most influential guidance influence that humans in the Western World are subjected to is the Free Enterprise Media Advertising Influence delivered via television, radio, the Internet and paper based advertising in a free enterprise market economy - intent upon inducing audiences -

               (a)      that they need to buy the advertiser's product(s); or

                           (b)      to favour a political party (ie. Talk-back radio Shock Jocks such as Rush Limbaugh and Michael Savage in the USA endlessly talking-up the Republican Party, and Alan Jones in Sydney) or talking-up a religious movement. 

The 5th Guidance Influence is exceedingly expensive in prime time.  Major global advertising companies have enormous annual cashflows with clients across the full spectrum of industry (mining, motor vehicles, logging, housing, retail, primary industry etc, even religion in the USA) with offices in hundreds of cities across the globe.  For example, the 3rd largest advertising agency globally, McCann-Erickson World Group has 18 offices across the USA, Latin America, Europe and Asia.  It employs highly creative Spin Doctors skilled at inducing consumers to purchase their products; the basis of laissez faire free market economy primarily without government intervention in the Western World.  Advertising agencies' clients primary KPI is "sales".  The skill and acumen of our leading advertising agencies to "get the sale" should not be under estimated.  Nor should the power of our media moguls, such as Alan Jones in Sydney, to influence their listeners.

Some may contend that the views and priorities of "contemporaries/equals" is a powerful guidance influence, particularly amongst teenagers, and stronger within socio-economic groups.  There is no doubt that the priorities and values of a region such as the mid-West in the USA, which displayed a strong Republican (conservative) bias during the George W Bush reign, has been an overt guidance influence.  However, equally strong evidence exists that biased mantra emanating from radio shock jocks, television and newspapers fuelled such overt conservatism.  Hence, whilst influence over behaviour and priorities from contemporaries/equals is recognised, the roots are within the 5th Guidance Influence.

Governments in First World Countries, elected "by the people for the people", have failed our less fortunate, less educated, less intelligent "people", particularly against Predatory Marketing, even to multi-nationals penetrating the psyche of sports fans, in order to sell cigarettes until the late-80s, low nutritional food and alcohol.

"The commercialization of sport has led to sponsorship from well known corporations keen to cash in on the wide exposure that both amateur and professional sports can provide.  Even at the local children’s football club, rewards for good sportsmanship or skilled play can be and are provided by groups like McDonald’s.  With the recent controversy over the role that fast food advertising and marketing to children plays in the obesity debate, the inclusion of fast food sponsorship in children’s sport should also be examined.  A recent litigation of McDonald’s in the US based on an accusation that the company had caused obesity in the plaintiff, highlights the way in which society is slowly coming to view these businesses and its association with this public health menace.  Obesity is as much a condition of poverty as it is of anything else and those who are most at risk are those who are least able to defend themselves against such well resourced and targeted promotions as those offered up by the wealthy, well equipped fast food companies. Reynolds points out that, "People are more likely to exercise personal responsibility if they’re not expected to swim against a current of advertising and promotion".

Just as there was in the tobacco debate, it is suggested that there needs to be policy and legislative frameworks established to assist in guiding the community through this public health crisis.  It has been acknowledged that the areas in which the government can assist includes regulating advertising and marketing of fast food to children, creating healthy living environments and promoting physical activity and recreation.
Polls suggest that broadly speaking the electorate believes that if the government is not prepared to intervene to regulate advertising for children then it should, at the least, encourage young people into sport and physical activity programs.

To this end, the government has endeavoured to launch some federal programs like the Health Active Australia Community and Schools Program.  This program falls into the Preventive health category. In addition, community sport and recreation groups form part of the front line public health response to this epidemic.  In order for them to better address the problem, it requires an examination of ways in which those organisations can best be supported.
Government promotion and funding provides one avenue but it is insufficient on its own."

So whilst the initial four above 'Guidance Influences' involve a 'gatekeeper' which acts in the best interests of individuals, collectively the 5th Free Enterprise Media Marketing Influence which is the most influential, is directed patently at the best interests of the party which is funding such media marketing for their benefit, namely  -

*           private sector business; and

*           to a lesser extent, political parties and religious influences,

often to the detriment of the "individual", particularly those in lower socio-economic areas.

The Business Plan Developer contends that the 5th Guidance Influence is a significant Cause of the Adverse Effects, namely Fifteen Problems, which include the Taskforce's Three Public Health Risks, because the Free Enterprise Media Advertising Influence preys on many people who do not have the intellect to identify Adverse Effects due to complying with advertising messages, thereby often extending credit beyond their means.  Alas, there is a socio-economic demographic pattern to where people live who are more vulnerable to the 5th Guidance Influence and marketing gurus unashamedly prey on these people, occasionally deploying Predatory Marketing. 

Unfortunately, governments tend to regard all citizens as equally capable of making sound judgements, but citizens from lower socio-economic regions are not so capable.  So governments, elected by the people, from the people, for the people, by utilising the 6th Guidance Influence, need to channel tax-payer energies towards assisting the most vulnerable socio-economic groups to desist Negligent Lifestyle Behaviour by assisting Interested Adults to Materially Alter Lifestyle by commencing a REA that is Fun And Addictive and provides a LCCBSG.