142nd APHA Annual Meeting and Exposition

Annual Meeting Recordings are now available for purchase

It all adds up: A gender-based social marketing campaign to increase physical activity

142nd APHA Annual Meeting and Exposition (November 15 - November 19, 2014): http://www.apha.org/events-and-meetings/annual
Wednesday, November 19, 2014 : 11:15 AM - 11:30 AM

April Keippel, MA , Mission Integration, St. Vincent Healthcare, Billings, MT
Amanda L. Golbeck, PhD , School of Public and Community Health Sciences, University of Montana, Missoula, MT
Dustin Dickerson, MS , Billings Clinic, Billings Clinic, Billings, MT
Diane Duin, PhD, MHA , College of Allied Health Professions, Montana State University Billings, Billings, MT
Dean Wells, MS , St. Vincent Healthcare Foundation, Billings, MT
Tracy Neary, MS , Mission Outreach & Community Benefit, St. Vincent Healthcare, Billings, MT
Elizabeth Ciemins, PhD, MPH , Center for Clinical Translational Research, Billings Clinic, Billings, MT
Background:  Gender, the socially constructed roles and activities deemed appropriate for men and women, is an important factor in women’s physical inactivity. The Healthy By Design Coalition in Yellowstone County, Montana, utilized a gender-based approach to develop a social marketing campaign to increase leisure-time physical activity for women.

Methods: Focus groups were conducted utilizing the Gender Analysis Framework of the Liverpool School of Tropical Medicine to determine the gender-based factors which contribute to physical inactivity for women and identify gender-based opportunities which would enable physical activity.

Results: Women viewed physical activity in terms of structured exercise in a gym. They reported a lack of time for formal exercise due to caregiving responsibilities and household chores. These gender-based activities were not viewed as physical activity. In addition, women reported a strong sense of responsibility to role model healthy behavior for their families, but when time was limited felt the need to take care of others first.

Utilizing these findings, a social marketing campaign was developed to focus on gender-based activities women engaged in, but did not consider to be physical activity. The campaign theme, “It all adds up” was designed to focus on accumulated activity which would be less likely to be derailed by gender-based caregiving role expectations.

Conclusions: While time is frequently mentioned as a barrier to physical activity for women, a deeper understanding of gender roles and activities provides a framework for developing a social marketing campaign to encourage accumulated physical activity that fits within a woman’s role.

Learning Areas:

Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs

Learning Objectives:
Describe how a gender analysis framework may be used to inform a gender-based social marketing campaign. Identify gender-based elements of a social marketing campaign to increase physical activity for women.

Keyword(s): Social Marketing, Physical Activity

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I coordinate the Office on Women’s Health’s Coalition for a Healthier Community grant-funded project. My scientific interests include the role of gender in public health and physical activity promotion strategies. My professional background includes a decade in the marketing field.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.