74 percent of mothers with young children work full-time outside the home. Working mothers are increasingly vulnerable to the effects of a sedentary lifestyle exacerbated by barriers (e.g., balancing work-life schedules and low self-efficacy) to physical activity (Source: U.S. Department of Labor, 2010).
AttitudePersonal beliefsControl beliefsPerceived behavioral control
Final presentation 12 10-12 6pm
Walk Your Way to Health Anjana Padmanabhan Reem Aljawini Brittany Allen Lisa Meck
Campaign Goals & Target Audience Increase walking among working mothers between the ages of 20 and 40 living in the Washington, D.C. metropolitan area Working mothers are defined as women whose youngest child is younger than 18 years and who work 35 hours or more per week
Health & Behavioral Objectives Contribute to preventing Cardiovascular Disease in working mothers between the ages of 20 and 40 years old living in the Washington, D.C. metropolitan area. Increase the number of steps taken per day to at least 10,000 steps.
Theory of Planned Behavior •Enhance positive • Control beliefs includePersonal beliefs about Normative • N/A -Not factors that might impede or Beliefs Control facilitate walking. walking. Beliefs targeting Beliefs • Enhance the facilitating factors in our messages • A working mom must • By enhancing perceive that she has the positive ability to increase herAttitude Subjective • N/A -Not Perceived walking behavior. beliefs, our target Behavioraltoward audience will form Norm targeting • Point outbehavior Control a positive attitude opportunities, methods & toward walking. places to increase walking. Intention More walking
Communication Objectives Enhance positive attitudes about walking from X to X % over two weeks. (Increase by 10%) Enhance the belief that walking is convenient and beneficial to your health from X to X% over two weeks. (Increase by 10%) Enhance walking facilitating factors from X to X%. (increase by 10%) Instill the belief that walking more is achievable from X to X% over two weeks. (Increase by 10%)
Campaign Components Text4Steps Messaging program Geared to educating working mothers on the benefits of walking and empowering and motivating them to incorporate healthy behaviors into their every day lives. The campaign will also work to help them make, keep track of, and achieve personal walking goals FitBit A tool that will complement our text messaging program so that working mothers can track and log in their daily steps and track their goals Social Marketing/Media Use Facebook and Twitter to promote our campaign and get working mothers to sign up for Text4Steps. Pitch media to write articles on campaign POLs Identify and train POLs to promote and educate peers and colleagues about the campaign and benefits of joining Walking App Integrates FitBit, Text messaging campaign and social media together so users can map their routes, track their steps, get more tips, and share their progress with friends and family.
Text4Steps Pilot Targeted four working mothers in Washington D.C. area with young children who work more than 30 hours/week Gave them a FitBit and sent them three text messages per day for two weeks Messages that introduced the campaign and it’s purpose Tips and fitness information Motivational messages Questions about their goals and progress Incentives for achieving their goals and rewards
Text4Steps Examples Intro Hello! Were glad youve decided to improve your health by walking. Were here to challenge, encourage & reward you as you work towards your goals! Health Information Research shows that walking 10,000 steps a day improves health. Lets make this your daily goal over the next 2 weeks. Get ready for the challenge! Instructions Youll use your FitBit to track your steps each day. Also, youll receive 3 texts per day. Std msg rates apply. To opt out, text STOP. Motivation It may be hard at first to walk 10,000 steps per day, but you can do it. We will give you great tips and support to make it worthwhile. Fantastic! Click her for a coupon for $3 off your purchase at Sweet Green! Tips Busy day? Thats ok. Try to take a few 2 minute breaks to stretch your legs. You’d be surprised how many extra steps that adds. Tracking Good afternoon! How many steps have you taken so far? Text A for 1 to 3,000 steps; B for 3,001 to 6,000 steps or C for more than 6000 steps. Good morning! How do you feel about yesterday’s progress? Text BAD; OKAY or GREAT.
Text4Steps Pilot Feedback and Evaluation 75% of users were responsive to our bi-directional text messages One reported that they did not like responding frequently and preferred messaging that would give tips and motivation and health information All users enjoyed using the FitBit as a motivating factor for increasing their daily steps Users reported experiencing syncing problems with their FitBit online when trying to log in their daily steps Almost all of our users believed at the start of the campaign that walking 10,000 steps per day was a difficult challenge All of the users reported increasing their steps daily after the inception of the program and responded to text messages positively All users reported that they would recommend this program to others Users already had positive attitudes and personal beliefs before starting the program Strongest factors in improving daily steps taken are control beliefs and perceived behavioral control
Recommendations Send more bi directional text messages Create a sustained program beyond two weeks Continue the use of FitBit or another self-tracking device Work with our technicians to improve and enhance FitBit tracking performance and syncing If users have low personal beliefs initially, tailor messages to highlight health benefits More motivational messages with tips and strategies that will help improve user’s low perceived behavioral control beliefs More messages tailored to demonstrate the convenience of walking and providing more ideas (i.e. walking venues, routes) to integrating walking into their daily lives.
Questions?References U.S. Department of Labor. (2010). Annual social and economic supple-ment, current populationsurvey (Unpublished table: Employment status of women by presence and age of youngest childMarch 1975-2009). Washington, DC: U.S. Bureau of Labor Statistics.