Move More Program: Using social marketing techniques and CDC best practices to increase physical activity in adults with type 2 diabetes

Move More (MM) is a community-based program in central Maine that uses social marketing techniques to segment target audiences; develop social marketing strategies and implement CDC's evidence-based recommendations for promoting physical activity. MM is a low-cost program that utilizes peer support and community resources, and that can be implemented in rural communities. MM addresses the community resources, and policies and self-management support portions of the Chronic Care Model (CCM). The MM goal is to help people with type 2 diabetes and other chronic diseases improve their self-management skills. Formative research and audience segmentation. MM identified a target audience of “adults with type 2 diabetes who are already doing some physical activity” and conducted a literature review and market research in the form of focus groups and intercept surveys to identify barriers to exercise, requirements for physical activity opportunities, types of social support the audience desired, and where individuals in the target audience received their information on physical activity resources. Based on this research, MM developed a social support program using volunteers. Social marketing messages. MM tailored the social marketing messages delivered by volunteers to the Transtheoretical Model, as well as to audience segments based on age, employment status and presence of diabetes. The places identified for the messages to be delivered were worksites, health care settings, faith and community settings, and local weekly newspapers. Volunteers delivered the messages in person. Messages were used on posters, handbills, and weekly paper ads, using a volunteer's photograph as the messenger. The price is what participants give up in order to engage in the desired activity. The product is 150 minutes of physical activity per week. Promotion strategies include volunteer outreach, health care provider referrals, word-of-mouth, posters in worksites and community settings, and ads in weekly newspapers. MM addresses policy by working with community partners to create and promote physical activity opportunities, and to promote environmental change. Program results. In three years, MM built a sustainable volunteer network that serves over 1800 enrollees with chronic disease or risk factors for chronic disease. Over 160 enrollees self-identify as having diabetes. MM has over 80 volunteers.