Application of Social Marketing
Special Populations Networks Project
Study Description: Four-site project designed to improve the dissemination of proven, evidence-based strategies to increase physical activity among racial and ethnic communities.
- Focus Groups and Key Informant Interviews
- A social marketing approach with two paths.
- Path 1: studying what will appeal to each of the studyâ€™s target sub-groups.
- Path 2: working with gatekeepers (community leaders) to learn about the cultures and beliefs of each sub-group.
- Study Participants (n=292)
- Native Hawaiian college students, aged 18-25 (women, n=20; men, n=12); Gatekeepers (n=10)
- Hmong parents, aged 25-80 and children aged 11-14 (women, n=39; men, n=5; girls, n=22; boys, n=18); Gatekeepers (n=5)
- Low-income Latina women, aged 40-65 (n=75); Gatekeepers (n=15)
- Low-income African Americans aged 19-79 (women, n=25; men, n=28); Gatekeepers (n=18)
- Increase physical activity throughout the community by mounting communication campaigns.
- Change behavior related to physical activity.
- Improve social support for physical activity.
- Increase access to physical activity locations.
- Place point-of-decision prompts at strategic locations.
- Native Hawaiians
- Going about a "normal routine" is active enough; planning physical activities is not part of the culture.
- Culturally appropriate physical activities are appealing
- Emphasis on family and group activities
- Barriers: time constraints and transportation issues
- Their work in Thailand and Laos required physical labor.
- Barriers: sports are for boys, not girls; problems with language and literacy; do not know how to fit physical activity into their lives in America; un-safe neighborhoods are not conducive to walking.
- Latina women
- Prefer group activities.
- Consider family and social support to be important.
- Would like to see "women only" gyms.
- Barriers: lack of motivation and appeal; lack of childcare; cost; safety concerns.
- African Americans
- Prefer to exercise with a partner or a free personal trainer.
- Most likely to participate if activities involve the entire family.
- Messages have to be framed positively.
- Barriers: SES issues (lack of time, cost, transportation, childcare).
- Native languages, tailored messaging, role models, and message dissemination through community organizations could help.
- Changing the views and behaviors of key social forces (family, community organizations, church) will influence individual behavior change.