Social Marketing Approach to Promoting Healthy Eating and Physical Activity in Low-Income, Urban, and Ethnically Diverse Schools and Neighborhoods in Michigan: Preliminary Reports from Project FIT

Objectives: This study presents the role, design, and results of the social marketing approach used in Project FIT, a school-, and community-based program for promoting healthy eating and physical activity (PA) in four low-income, urban, and ethnically diverse elementary schools and neighborhoods in Michigan.

Method: The process evaluation included quantifying promotion activities and monitoring the program website (theProjectFIT.org) using google analytics. The outcome evaluation included survey data from: students in four intervention schools (4 waves, N = 136) and two control schools (N=195); their parents (N=215); and customers in the neighborhood stores (N = 313). The survey questions included awareness, beliefs, and knowledge about Project FIT; channel of information; brand loyalty; and attitudes toward the program, PA and healthy food consumption. Mean difference tests, partial correlations, and logistic regressions were performed to examine the associations among the variables.

Results: FIT awareness increased up to 98 % at wave 4 in the intervention schools. FIT attitudes were significantly associated with the students' vegetable/fruit/whole grain consumption and PA. The parent and store participants reported a relatively low awareness of the project (48% and 22.5%). FIT parental attitudes were significantly associated with the parents' physical activity with children and their fruit/vegetable consumption. The store customers who were aware of Project FIT tended to buy and consume promoted healthy foods.

Conclusion: The social marketing approach utilized in Project FIT contributed to increasing awareness and promoting healthy behaviors. Challenges included integrating multiple intervention components, reaching different target audiences, and promoting multiple behaviors.