Promoting lifestyle change can be challenging, but Social Marketing is a framework that can be useful to systematically address behavioural and social change. This is the presentation given at the 23rd Finnish Sport and Exercise Medicine Conference (Biomedicum Helsinki, 4 November 2015).
5. per presentation (45min)
Typical values per 30min: Energy 2326kJ/556 kcal
ENERGY
3849kJ
920kcal
50%
% of an adult conference attendee’s reference intake.
IDEAS
MED
22%
10min
7. Social Marketing seeks to develop and
integrate marketing concepts
with other approaches to
influence behaviours that benefit
individuals and communities
for the greater social good.
Australian Association of Social Marketing (AASM), European Social Marketing
Association (ESMA), & International Social Marketing Association (iSMA)
(October 2013). Consensus Definition of Social Marketing.
9. eat 5 fruits and vegetables a day
move right for sirens and lights
exercise 30 minutes, 5 times a week
keep a litterbag in your car
ride the bus or join a carpool to work
stop smoking
24. PROJECT FIT
Objective: increase daily PA and healthy eating
Target/Setting: 5th graders and parents, USA
(schools)
Marketing Mix:
Product:
Price:
Place:
Promotion:
Results: awareness++, awareness related to increases
in self-reported PA, fruit
Increase daily PA
COMMUNITY EVENTS
Discount coupons for food
SCHOOLS
Branded materials
25. In summary
promising results for high fidelity campaigns
positive results in short-term (awareness, knowledge)
case-specific, context and sample-specific
long-term effects on behaviour are unknown
41. WHAT WE MEASURED
23 apps for weight management
App quality (MARS scale) (Stoyanov et al., 2015)
Behaviour Change Techniques, BCT (Michie et al. 2013)
TECHNICAL FEATURES
45. WHAT WE FOUND
app quality related to number of BCTs and of features
high functionality, low information quality
semi-automated tracking > higher functionality,
aesthetics, overall quality
effective BCTs > higher information quality apps
48. 4 Forms of Intervention:
The Value/Cost Exchange Matrix
Incentive
Reward
Disincentive
Punish
Active
Decision
Conscious / Considered
Automatic / Unconscious
Passive
Decision
Hug Smack
ShoveNudge
eg: Penalty Fine
for Littering
eg: Financial
Reward For Not
Smoking
eg: Default
Savings
Scheme
eg: Road Bump
to Reduce Car
Speed
French 2011
49. per presentation (45min)
Typical values per 30min: Energy 2326kJ/556 kcal
ENERGY
3849kJ
920kcal
50%
% of an adult conference attendee’s reference intake.
CONCEPTS
MED
22%
10min
IDEAS
MED
22%
10min