Target Audience input and integration of social marketing elements in the design of a physical activity program for preschoolers

Introduction: As obesity rates in preschoolers continue to rise, the need for innovative, research-based nutrition and physical activity programs is apparent. With limited efforts designed for the preschool-setting, a physical activity program, Food Friends Get Movin' with Mighty Moves™, was developed to compliment a successful nutrition social marketing campaign, Food Friends®.

Program Design/Methodology: Like Food Friends®, the social marketing framework was utilized to develop and evaluate Mighty Moves'™. Building from formative research findings, further target audience input was sought to guide strategy and program development. A superhero theme and graphics were developed and tested with children (n=93); group discussions with teachers (n=10) tested program concepts/themes; and program activities/materials were pretested with early childhood experts (n=3) for age- and developmental-appropriateness.

Program Evaluation/Results: Three rounds of graphic pretesting were conducted with preschoolers, with modifications occurring after each round. Final graphics resonated with children and no gender differences were found (p-value range=0.10–0.91). Program concepts, materials and activities were well accepted by teachers/experts with minor modifications. Collectively, target audience input into the development of Mighty Moves™ led to the solidification of social marketing elements, particularly exchange theory, audience segmentation, competition, and “the marketing mix.”

Discussion: Social marketing is a consumer-focused planning framework which positions the target audience at the center of data collection, program development and program delivery in an effort to change behavior. In continually returning to teachers and children for input, the development of Mighty Moves™ maintained a consumer focus, thus increasing the likelihood of attaining desired physical activity behaviors.