ABSTRACT
As most marketers are aware, social proof is a key factor of influence in behaviour change. Market research carried out with GutBusters found that adverts for a weight loss programme can be carried around in a man's wallet for 6–9 months before a decision is made to act. The Australian experience of men's weight control through GutBusters was one of the first of its kind in the world. Its success in creating a cadre of over 100,000 men in the programme showed that men can be reached in relation to their weight, and that their success rate in weight loss, once committed, is quite high. The alternative to commercially-based initiatives for men is those undertaken by the government sector health services. Because many men are typically in the 'pre-contemplative' stage of change with relation to health issues, they require time and continuous repetition of a message before they are prepared to commit to action.
