Healthy People 2010 includes objectives to increase the proportion of adolescents who engage in moderate physical activity to 35% (22-6); and to increase the proportion of adolescents who engage in vigorous physical activity that promotes cardiorespiratory fitness to 85% (22-7). In order to design consumer-based physical activity interventions for adolescents in Utah, formative research based on social marketing principles was performed via a telephone survey conducted among a random selection of 600 adolescents. The questionnaire was compiled from existing state and national physical activity instruments. Questions related to physical activity and the 4 Ps of social marketing: product, price, place, and promotion. Respondents indicated a preference for a variety of physical activities. They also reported that joining a sports club, participating in intra-murals or city recreation teams with people their age, and having more places to do physical activity would help them be more active. Barriers that need to be reduced to entice adolescents to perform physical activity more frequently in community facilities include distance, lack of transportation, financial costs, and a lack of varied opportunities for physical activity. Additional barriers related to price included time, and the effort necessary to get into adequate shape to perform physical activity regularly. Respondents indicated that the preferred communication channel was interpersonal communication with friends and parents. The results from formative research provides clear direction for the development of a social marketing-based, public health program to increase physical activity among adolescents.
Learning Objectives: At the conclusion of the session, the participant will: 1)understand the magnitude of physical inactivity in Utah and in the United States; 2)understand formative research and the value of consumer-oriented interventions in social marketing programs;and 3)identify social marketing solutions for physical activity among adolescents based on the 4 Ps of social marketing principles.
Keywords: Physical Activity, Social Marketing
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