Use of Formative Research and Social Use of Formative Research and Social Marketing Principles in the Development of Marketing Principles in the Development of an Adolescent Physical Activity Programan Adolescent Physical Activity Program

Brad L. Neiger, Ph.D., CHES, Brad L. Neiger, Ph.D., CHES, Rosemary Thackeray, Ph.D, MPH, Rosemary Thackeray, Ph.D, MPH, Michael D. Barnes, Ph.D, CHES, Michael D. Barnes, Ph.D, CHES,

Susan B. Hill, Ph.D, CHESSusan B. Hill, Ph.D, CHES

Department of Health Science, College of Health and Department of Health Science, College of Health and Human Performance, Brigham Young UniversityHuman Performance, Brigham Young University

INTRODUCTIONINTRODUCTION

Only 64% of US Only 64% of US adolescents in grades 9-12adolescents in grades 9-12

participate in activitiesparticipate in activitiesthat make them sweat andthat make them sweat andbreathe hard for at leastbreathe hard for at least20 minutes on at least20 minutes on at leastthree days per week three days per week

(1999 YRBS).(1999 YRBS).

PURPOSEPURPOSE

The purpose of this study is to describeThe purpose of this study is to describethe value of formative research inthe value of formative research indeveloping a social marketing-baseddeveloping a social marketing-basedphysical activity program forphysical activity program foradolescents.adolescents.

METHODSMETHODS A randomized telephone survey was conducted among

600 adolescents in Utah (51% females, 49% males; ages 12 to 18, mean = 14.8 years).

Questions were developed from national physical activity surveys and from focus groups among the target audience. Pilot testing among 50 adolescents resulted in minor revisions to items and procedures.

Questions related to physical activity, product, price, place, promotion (4 P’s), and other characteristics of social marketing.

RESULTS: RESULTS: ProductProductRespondents expressed a preference for a variety of activities. Basketball was the most commonly reported activity, followed by biking, jogging, running, and swimming. Preferences for activities in school included basketball, football, and running or track. General, but not school preferences, are closely linked to “lifetime physical activity.”

RESULTS: RESULTS: “Product”“Product” Benefits to being physically active included having fun,

staying in shape, and being healthy.

Respondents indicated that joining a sports club (88%), participating in intramurals or city recreation teams with people their age (79%), and having more places to do physical activity (76%), would be most helpful in increasing physical activity.

The least preferred interventions were a book or videotape, or advice from a doctor or school nurse.

RESULTS: RESULTS: “Price”“Price”

Barriers to physical activity included long Barriers to physical activity included long distances to physical activity facilities, costsdistances to physical activity facilities, costsassociated with using the facility, aassociated with using the facility, aperception that they were not the “jock” orperception that they were not the “jock” or““sporting type,” not having enough time forsporting type,” not having enough time forphysical activity, and being out of shape.physical activity, and being out of shape.

RESULTS: RESULTS: “Place”“Place” FemalesFemales were more likely to report using a pool were more likely to report using a pool

or walking trail while or walking trail while malesmales were more likely to were more likely to use a basketball court, or football/soccer fields.use a basketball court, or football/soccer fields.

Respondents participated in physical activity Respondents participated in physical activity primarily at home (80%) and at school (82%).primarily at home (80%) and at school (82%).

52% of males and 51% of females reported 52% of males and 51% of females reported being currently enrolled in a physical education being currently enrolled in a physical education class. class.

70% of respondents participated in physical 70% of respondents participated in physical activity with their friends.activity with their friends.

RESULTS: RESULTS: “Promotion”“Promotion”

Respondents indicated their most reliable Respondents indicated their most reliable sourcessources of information about physical activity of information about physical activitywere friends and parents. The mostwere friends and parents. The mostfrequently reported frequently reported channelchannel of information of informationabout physical activity was about physical activity was radioradio..

INTERVENTIONSINTERVENTIONS

Physical activity projects were piloted at Provo High School and the North Cache Middle School (grades 8-9) in Bear River.

A physical activity resource directory was distributed to students informing them of all community resources including cost, location, hours, and appropriate dates.

Twenty $500 mini-grants were distributed to Twenty $500 mini-grants were distributed to communities throughout Utah to promote physical communities throughout Utah to promote physical activity among adolescents. Many different activities activity among adolescents. Many different activities were developed through these grants, such as water were developed through these grants, such as water polo clubs, inner-city youth sports programs, youth polo clubs, inner-city youth sports programs, youth exercise and nutrition classes, and summer activity exercise and nutrition classes, and summer activity guides.guides.

Physical activity and nutrition were promoted through a Physical activity and nutrition were promoted through a Gold Medal School project (related to the 2002 Winter Gold Medal School project (related to the 2002 Winter Games in Salt Lake City).Games in Salt Lake City).

A digital marquee and bulletin board were assembled at Provo High School to advertise club activities and community events that involved physical activity.

Funding was provided to each school to purchase physical activity equipment to improve intramural programs.

A summer physical activity program was developed in Bear River.

CONCLUSIONSCONCLUSIONS

The results from formative research provided a clear direction in the development of a social marketing based, public health program to increase physical activity among adolescents.

Survey results revealed a preference for lifetime physical activities including non-competitive sports, clubs for fun, and participation in intramural or city recreation teams. This is supported by Healthy People 2010.

Interpersonal communication may be the most important Interpersonal communication may be the most important Messages about physical activity should include the benefit Messages about physical activity should include the benefit of spending time with friends.of spending time with friends.

While survey respondents indicated that there were several While survey respondents indicated that there were several places to engage in physical activity in their communities, places to engage in physical activity in their communities, few reported using those within the past week. This is few reported using those within the past week. This is contrasted with adolescent opinion that more places to do contrasted with adolescent opinion that more places to do physical activity would help them be more active. The physical activity would help them be more active. The implication is that the barriers to using community facilities implication is that the barriers to using community facilities should be addressed (i.e., reducing costs). Furthermore, should be addressed (i.e., reducing costs). Furthermore, awareness of opportunities for physical activity should be awareness of opportunities for physical activity should be increased.increased.

Time is the most commonly reported Time is the most commonly reported reason for adults not engaging inreason for adults not engaging inphysical activity. According tophysical activity. According tosurvey results, this barrier also occurs insurvey results, this barrier also occurs inadolescence. Therefore, messagesadolescence. Therefore, messagesshould include time managementshould include time managementstrategies, including how to fit physicalstrategies, including how to fit physicalactivity in to a busy schedule.activity in to a busy schedule.Additionally, it may be necessary toAdditionally, it may be necessary tocreate a message that physical activitycreate a message that physical activityshould be a part of daily living.should be a part of daily living.

TThe marketing mix is a he marketing mix is a core componentcore component of a of a social marketing program. social marketing program.

Lefebvre, R. C., & Flora, J. A. (1988). Social Lefebvre, R. C., & Flora, J. A. (1988). Social marketing and public health intervention. marketing and public health intervention. Health Health Education Quarterly, 15Education Quarterly, 15(3), 299-315.(3), 299-315.

The The acid testacid test of a social marketing program is of a social marketing program is the integration of the marketing mix.the integration of the marketing mix.

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