SOCIAL MARKETING FOR PHYSICAL

ACTIVITYSamantha Parnell

University of ExeterSchool of Sport and Health Sciences and School of Geography

To explore the relationships between children’s physical activity, health and fitness through the use of a social marketing approach.

AIMS OF THE RESEARCH

To describe and explain the physical activity choices of school children to and within their school setting.

To explore the different barriers and motivators for adopting sustainable patterns in schools in the South West of England.

To identify different student health-based lifestyle groups using segmentation analysis and to explore the lifestyle aspirations, needs and expectations of these clusters.

OBJECTIVES OF THE RESEARCH

To assess the potential for a social marketing approach to enhance physical activity amongst school aged children and also encourage continued patterns of physical activity amongst school aged children beyond the legacy of the 2012 Olympics

RELAYS

SEDENTARY LIFESTYLE CHRONIC DISEASE

OBESITY

REASONS FOR THE RESEARCH

FACTS AND PROBLEMS OF INACTIVITY

FACTS AND FIGURES CHRONIC DISEASES

68% of boys and 76% of girls do not meet minimum recommended activity levels

In the UK 1 in 4 11-15 year olds are now obese

In ages 2-15 obesity/ overweight 31% boys 29%

girls Foresight reports estimates

by 2025 47% of men and 36% of women obese

A sedentary lifestyle causes 54,000 premature deaths per year

Physical inactivity in England estimate to cost 8.2 billion per yr (2004)

Risk of osteoporosis in later life and cancers

Risk of cardiovascular disease and diabetes

Mental health and depression

Lack of active transport.

Lack of time.

Loss of freedom for outdoor play.

Technological advancements.

PE time in schools reduced

Cost.

WHY ARE ACTIVITY RATES LOWER?

WHAT IS SOCIAL MARKETING: “The systematic application of marketing concepts and

techniques to achieve specific behavioural goals relevant to social good” French et al, (2010 p1)

Social marketing is a framework or structure utilising other bodies of knowledge such as psychology, sociology, communications theory and marketing in order to understand how to influence the behaviour of target populations (Gordon et al, 2006).

Based on the adaption of contemporary marketing theory and practice in order to guide and aid social change campaigns (Dann, 2010).

IS SOCIAL MARKETING THE ANSWER?

Interest is growing in using social marketing as a framework for improving health.

Social marketing is more than advertising

The heart of the approach is in understanding the needs and views of target audience.

Social marketing has been shown to be effective in changing health behaviour.

SOCIAL MARKETING

Customer Orientation. Behaviour Theory Insight Competition Exchange Segmention Methods Mix

BENCHMARK CRITERIA

Change for Life – Large scale UK gov’t campaign.

VERB – US based campaign aimed at 9-13 year olds.

Woodside Gets Active – Child and parent pa campaign.

SOCIAL MARKETING CAMPAIGNS RELEVANT TO PHYSICAL ACTIVITY

The methodology is designed around the key decisions made by both sedentary and active children using eight case study schools in the Exeter Area. (4 primary, 4 secondary)

Research involves school students and stakeholders within the school and local authority policy makers.

METHODOLOGY

Stage 1a: A survey of school children aged 7-16 years will investigate their patterns of physical activity

Division of sample: 3 key stages 7-11, 11-14, 14-16.

8 schools 200 per key stage = 1600 questionnaires 1124 received back

METHODOLOGICAL STAGES

Stage 1b: lifestyles segmentation model developed to explore the properties, motivations and barriers for activity-based behaviour change.

Approximately 4-6 clusters in each school.

Stage 2: Interviews with clusters from 4 cluster groups, 8 schools. Approx 32.

Stage 3: In-depth interviews with key stakeholders from or relevant to each school, including the headteacher, P.E. teachers, local sports leader and other relevant local policy makers.

3-4 interviews per school. Max 32total.

Stage 4: marketing strategy will be developed in partnership with the schools and with data from stages 1-3.

It will aim to use targeted branding and marketing techniques to encourage physical activity behaviour change.

WE

FITARE

RESULTS SO FAR.............

1124 respondents 628 boys, 496 girls ages 7-15 years

570 (50%) walk/cycle to school daily 264 (25%) never walk/cycle to school Children spent more time being sedentary

than being active

Obesity levels and physical inactivity figures show there is a need for Intervention.

Some social marketing campaigns have shown there is scope for interventions to be successful.

Further research is needed to identify whether or not social marketing would be beneficial to sustaining patterns of physical activity in school children in the South West.

SUMMARY

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