scholarly journals Effects of Social Marketing Intervention on Physical Activity promotion Among the Elderly

2021 ◽  
Vol 11 (3) ◽  
pp. 147-156
Author(s):  
Zahra Rohani ◽  
◽  
Reza Andam ◽  
Hasan Bahrololoum ◽  
Zhaleh Memari ◽  
...  
Keyword(s):  
Physical Activity ◽  
Social Marketing ◽  
Physical Activity Promotion ◽  
The Elderly ◽  
Marketing Mix ◽  
Activity Level ◽  
Activity Promotion ◽  
Voluntary Behavior ◽  
Social Marketing Campaigns ◽  
Marketing Intervention

Background: Social marketing emphasizes the use of commercial marketing concepts and their application for social purposes and also the change of voluntary behavior in a nonprofit manner. This study mainly aimed to examine the effectiveness of social marketing in changing the physical activity of the elderly. Besides, this study sought to determine the extent to which the Andreason social marketing criteria have been targeted in social marketing interventions. Methods: This was a narrative review study that investigated social marketing interventions to promote elderly physical activity, during 2000-2019. The scientific databases (Elmnet, SID, Irandoc, Civilica, Medline, ScienceDirect, Google Scholar, Web of Science, ProQuest, and Emerald) were searched between February and March 2019. The searched keywords included physical activity, social marketing, the elderly, social marketing mix, improving physical activity level, social marketing intervention, social marketing campaigns, and the Andreasen criteria. Finally, nine articles entered the study. Then, the mixed marketing components were extracted from the interventions, and six benchmarks of the Andrasen social marketing interventions were analyzed. Results: Most articles employed four components of the marketing mix. No intervention had applied the six measures of the Andrasen social marketing criteria. Also, five studies reported positive behavioral changes. However, other studies have reported no change in negative behavior. According to the evidence gathered in our study, social marketing offers an effective behavioral change approach to increase physical activity in the elderly. Conclusion: The present findings provide the basis for comprehensive and effective social marketing interventions.

scholarly journals Perceptions of organizational capacity to promote physical activity in Canada and ParticipACTION’s influence five years after its relaunch: a qualitative study

2018 ◽  
Vol 38 (4) ◽  
pp. 170-178
Author(s):  
Subha Ramanathan ◽  
Guy Faulkner ◽  
Tanya Berry ◽  
Sameer Deshpande ◽  
Amy E.Latimer-Cheung Latimer-Cheung ◽  
...  
Keyword(s):  
Physical Activity ◽  
Information Sharing ◽  
Social Marketing ◽  
Organizational Capacity ◽  
Sampling Strategy ◽  
Physical Activity Promotion ◽  
Telephone Interviews ◽  
Activity Promotion ◽  
Mixed Feelings ◽  
Social Marketing Campaigns

Introduction ParticipACTION is a Canadian physical activity communications and social marketing organization relaunched in 2007. The purpose of this study was to qualitatively investigate organizational capacity for physical activity promotion among Canadian organizations, and the influence of ParticipACTION on capacity five years after relaunch. Methods Using a purposive sampling strategy, semi-structured telephone interviews were conducted with 44 key informants representing national, provincial, and local organizations with a mandate to promote physical activity. Interview data were analyzed using a thematic analytic approach. Results Organizational capacity in terms of partnerships and collaborations, and the general climate for physical activity promotion have improved since ParticipACTION’s relaunch. Although financial resources reduced the ability of organizations to fulfil their mandates, internal factors such as skilled employees and sponsorships, and external factors such as technological improvements in communication and information sharing helped to offset this strain. There were mixed feelings on ParticipACTION’s contribution to capacity. While ParticipACTION has brought more attention to inactivity, this was perceived as a complement to work already taking place. While some organizations perceived ParticipACTION’s relaunch as competition to funding and access to popular media, others found it as an opportunity to co-brand social marketing campaigns, utilizing ParticipACTION’s products and reputation. Conclusion According to participants, organizational capacity to promote physical activity in Canada has increased since 2007 in subtle but important ways because of a strong climate for physical activity promotion, skilled employees, and information sharing technology. Organizational capacity changes were minimally attributed to ParticipACTION.

Pedestrian Activity Among California Adults

2009 ◽  
Vol 6 (1) ◽  
pp. 15-23 ◽  
Author(s):  
Anna E. Mathews ◽  
Natalie Colabianchi ◽  
Brent Hutto ◽  
Delores M. Pluto ◽  
Steve P. Hooker
Keyword(s):  
Physical Activity ◽  
Older Adults ◽  
Activity Patterns ◽  
Physical Activity Promotion ◽  
Activity Level ◽  
Activity Levels ◽  
Public Health Agencies ◽  
Activity Promotion ◽  
Health Agencies ◽  
Random Digit Dial

Background:The objectives of this study were to assess (1) pedestrian activity levels among adults, (2) where and why adults engage in pedestrian activity, and (3) what adults consider when deciding where to engage in pedestrian activity.Methods:Pedestrian activity was assessed in 12,036 California adults, ≥18 years, using a random digit-dial telephone survey.Results:Significant differences were identified by race, sex, age, and physical activity level in the type, location, and purpose of pedestrian activities. Men engage in pedestrian activity at work, and women engage in pedestrian activity while escorting children to school and running errands. Whites primarily engage in leisure-time pedestrian activity, and non-whites are more likely to engage in pedestrian activity for transportation. Older adults were less active than their younger counterparts.Conclusions:These findings should be considered by public health agencies and their partners as they continue to increase and promote opportunities for pedestrian activity. Additional research is needed to assess older adults’ physical activity patterns and preferences, barriers, and facilitators to effectively tailor physical activity promotion efforts to this at-risk group.

scholarly journals Perceptions of barriers and facilitators in physical activity participation among women in Thiruvananthapuram City, India

2016 ◽  
Vol 23 (4) ◽  
pp. 27-36 ◽  
Author(s):  
Elezebeth Mathews ◽  
J. K. Lakshmi ◽  
T. K. Sundari Ravindran ◽  
Michael Pratt ◽  
K. R. Thankappan
Keyword(s):  
Physical Activity ◽  
Physical Activity Intervention ◽  
Physical Activity Promotion ◽  
Activity Level ◽  
Barriers And Facilitators ◽  
Cultural Barriers ◽  
Cultural Norms ◽  
Group Discussions ◽  
Activity Promotion ◽  
Social Norming

Background: Despite the known benefits of physical activity, very few people, especially women, are found to engage in regular physical activity. This study explored the perceptions, barriers and facilitators related to physical activity among women in Thiruvananthapuram City, India. Methods: Four focus group discussions were conducted among individuals between 25 and 60 years of age, in a few areas of Thiruvananthapuram City Corporation limits in Kerala, preparatory to the design of a physical activity intervention trial. An open-ended approach was used and emergent findings were analyzed and interpreted. Results: Women associated physical activity mostly with household activities. The majority of the women considered their activity level adequate, although they engaged in what the researchers concluded were quite low levels of activity. Commonly reported barriers were lack of time, motivation, and interest; stray dogs; narrow roads; and not being used to the culture of walking. Facilitators of activity were seeing others walking, walking in pairs, and pleasant walking routes. Walking was reported as the most feasible physical activity by women. Conclusion: Physical activity promotion strategies among women should address the prevailing cultural norms in the community, and involve social norming and overcoming cultural barriers. They should also target the modifiable determinants of physical activity, such as improving self-efficacy, improving knowledge on the adequacy of physical activity and its recommendations, facilitating goal-setting, and enhancing social support through peer support and group-based activities.

Physical Activity in the EPIC-Italy Centers

2003 ◽  
Vol 89 (6) ◽  
pp. 646-655 ◽  
Author(s):  
Simonetta Salvini ◽  
Calogero Saieva ◽  
Anna Vittoria Ciardullo ◽  
Salvatore Panico ◽  
Giovanna Masala ◽  
...  
Keyword(s):  
Physical Activity ◽  
Leisure Time ◽  
Activity Index ◽  
Age Groups ◽  
Physical Activity Promotion ◽  
Activity Level ◽  
Activity Promotion ◽  
Energy Consuming ◽  
Intense Activity ◽  
Local Traditions

The European Prospective Investigation into Cancer and nutrition offers the opportunity to explore patterns of physical activity in a large series of healthy adults enrolled in the different local cohorts of the Italian section of the European EPIC project. Physical activity is considered one of the means by which chronic disease could be prevented. Subjects in the EPIC study completed a life-style questionnaire, with a section dedicated to the assessment of physical activity at work and during leisure time. Time spent in the various activities was transformed into an index of physical activity (physical activity level, PAL) and an activity index that includes intense activity (PAL; intense activity included). Quintiles of these indexes were computed in order to observe the distribution of subject characteristics according to levels of physical activity. In general, the population was characterized by low levels of physical activity at work, with more than 50% of the sample reporting sedentary occupations. During leisure time, only a small percentage of subjects compensated for the inactivity at work by engaging in energy-consuming activities. In particular, organized fitness activities were reported by a small percentage of people, whereas walking was the most common sort of physical activity. Specific types of activity seemed to characterize subjects in the different areas of the country, reflecting local traditions or specific living situations. Detailed information about physical activity habits, together with a description of other characteristics, could help in designing physical activity promotion programs in different Italian populations and age groups.

scholarly journals Physical activity promotion of elderly people as a complex intervention: supportive toolbox

2020 ◽  
Vol 30 (Supplement_5) ◽  
Author(s):  
J Tillmann ◽  
C Vonstein ◽  
C Rossmann ◽  
S Halbach ◽  
S Acet ◽  
...  
Keyword(s):  
Physical Activity ◽  
Needs Assessment ◽  
Elderly People ◽  
Complex Intervention ◽  
Local Level ◽  
Physical Activity Promotion ◽  
The Elderly ◽  
Federal Level ◽  
Activity Promotion ◽  
Local Decision

Abstract Issue In EU countries, almost 20% of the population is aged 65 or older. This longer life expectancy offers many opportunities but health risks as well. Health promotion measures like physical activity are of central importance but only a small proportion of the elderly meets the minimum level of physical activity recommended by the WHO. The project “Ageing in balance” investigates how a complex intervention to promote physical activity in older people can be implemented and facilitated by making practical tools centrally available. Description of the problem A complex intervention following the steps of an ideal-typical process and combining behavioural and structural preventive approaches is implemented in several model regions in Germany over three years (2019-2021). As a service at the federal level, a toolbox comprising tools for needs assessment, interventions and information on physical activity, project management, legal issues and financing is built up to support the work of local decision-makers. It's evaluated how setting approaches to promote physical activity for elderly people can be successful, which supporting and impeding factors exist and how the process can be supported by a flexible toolbox provided at federal level. Results Socioeconomically deprived model regions (rural, town, city) were recruited and started to raise awareness and to perform needs assessment. Building of local steering committees and implementing interventions are the next steps. Currently the toolbox contains systematically identified instruments for needs assessment, an intervention database with a newly developed evidence ranking system and several information modules. Lessons Facilitating promotion of physical activity in the elderly is important as prioritization and resources at local level are often limited. Making the implementation of setting approaches successful and providing the potentially most promising support from federal level is still pioneering work. Key messages The effort is to build up a flexible support system for local stakeholders to promote physical activity in elderly people. It is evaluated how a complex behavioural and structural prevention effort for elderly people can be implemented.

Comparing the Influence of Dynamic and Static Versions of Media in Evaluating Physical-Activity-Promotion Ads

2015 ◽  
Vol 21 (3) ◽  
pp. 135-141 ◽  
Author(s):  
Sameer Deshpande ◽  
Tanya R. Berry ◽  
Guy E. J. Faulkner ◽  
Amy E. Latimer-Cheung ◽  
Ryan E. Rhodes ◽  
...  
Keyword(s):  
Physical Activity ◽  
Social Marketing ◽  
Parental Support ◽  
Physical Activity Promotion ◽  
Audience Response ◽  
Media Type ◽  
Activity Promotion ◽  
Nationally Representative ◽  
Media Message ◽  
Promotion Campaigns

Although social marketing promotion efforts are typically evaluated online using either finished video or static images, limited evidence exists whether media type influences audience response. In a posttest-only experimental study with a nationally representative sample of 663 Canadian mothers of 5- to 11-year-old children, participants were randomly assigned to one of two media conditions consisting of Think Again physical-activity Public Service Announcements created by ParticipACTION. Mothers reported campaign recall, ad liking, motivation to respond to the ad (i.e., assist one’s child to get at least 60 min of physical activity every day), and their support behaviors. Data were analyzed using χ2 and independent samples t-tests. Those exposed to the video version of the ad in comparison to the static image reported higher message recall and liking, and motivation to respond. There were no differences in parental support behaviors. Social marketing promotion efforts should be evaluated using the same format as the media message originally used. The study concludes that media type influences findings when evaluating social marketing promotion campaigns.

Effectiveness of Social Marketing Interventions to Promote Physical Activity Among Adults: A Systematic Review

2016 ◽  
Vol 13 (11) ◽  
pp. 1263-1274 ◽  
Author(s):  
Yuan Xia ◽  
Sameer Deshpande ◽  
Tiberius Bonates
Keyword(s):  
Physical Activity ◽  
Systematic Review ◽  
Behavior Change ◽  
Social Marketing ◽  
Physical Activity Promotion ◽  
The Past ◽  
Behavior Change Interventions ◽  
Activity Promotion ◽  
The Social

Background:Social marketing managers promote desired behaviors to an audience by making them tangible in the form of environmental opportunities to enhance benefits and reduce barriers. This study proposed “benchmarks,” modified from those found in the past literature, that would match important concepts of the social marketing framework and the inclusion of which would ensure behavior change effectiveness. In addition, we analyzed behavior change interventions on a “social marketing continuum” to assess whether the number of benchmarks and the role of specific benchmarks influence the effectiveness of physical activity promotion efforts.Methods:A systematic review of social marketing interventions available in academic studies published between 1997 and 2013 revealed 173 conditions in 92 interventions.Results:Findings based on χ2, Mallows’ Cp, and Logical Analysis of Data tests revealed that the presence of more benchmarks in interventions increased the likelihood of success in promoting physical activity. The presence of more than 3 benchmarks improved the success of the interventions; specifically, all interventions were successful when more than 7.5 benchmarks were present. Further, primary formative research, core product, actual product, augmented product, promotion, and behavioral competition all had a significant influence on the effectiveness of interventions.Conclusions:Social marketing is an effective approach in promoting physical activity among adults when a substantial number of benchmarks are used and when managers understand the audience, make the desired behavior tangible, and promote the desired behavior persuasively.

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