Using Social Marketing Principles to Develop the Best Bones Forever! Campaign

Background: Best Bones Forever! (BBF!) was developed by the U.S. Department of Health and Human Services' Office on Women's Health (OWH) to increase calcium and vitamin D consumption and physical activity among girls 9-14. Methods: OWH created BBF! using social marketing principles. First, qualitative and quantitative formative research was conducted with the target audience to understand their needs/wants and develop and test creative concepts and messaging. Next, OWH created a campaign brand promising friendship and fun in exchange for bone strengthening behaviors. Lastly, OWH sought to address the audience's opportunities, motivation, and ability (O/M/A) to engage in target behaviors. Campaign partners provide opportunity by offering access and helping to remove barriers. The brand delivers fun, providing motivation. Specific campaign components address ability by giving girls and parents the knowledge, skills, and self-efficacy needed to perform the behaviors. Results: BBF! has engaged 60+ partners, distributed five million materials, and reached hundreds of thousands of girls and parents through events and social and earned media. A recent survey showed that after interacting with the campaign, girls strongly agreed that their awareness of and attitudes about bone health positively increased. Evaluation of the BBF! Community Pilot Program, demonstrated that campaign components effectively increased knowledge and skills and changed behaviors. Conclusions: BBF! has been successful because it uses social marketing principles—-formative research; offering benefits valued by the target audience; careful management of product, price, place, and promotion—-to address an audience's O/M/A to engage in target behaviors. It is a model for other campaigns.