Samantha Parnell
University of Exeter
School of Sport and Health Sciences and School of Geography
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To explore the relationships between
children’s physical activity, health and fitness
through the use of a social marketing
approach.
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To describe and explain the physical activity
choices of school children to and within their
school setting.
To explore the different barriers and motivators
for adopting sustainable patterns in schools in
the South West of England.
To identify different student health-based
lifestyle groups using segmentation analysis and
to explore the lifestyle aspirations, needs and
expectations of these clusters.
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To assess the potential for a social marketing
approach to enhance physical activity
amongst school aged children and also
encourage continued patterns of physical
activity amongst school aged children beyond
the legacy of the 2012 Olympics
RELAYS
SEDENTARY LIFESTYLE
CHRONIC DISEASE
OBESITY
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68% of boys and 76% of
girls do not meet minimum
recommended activity levels
In the UK 1 in 4 11-15 year
olds are now obese
In ages 2-15 obesity/
overweight 31% boys 29%
girls
Foresight reports estimates
by 2025 47% of men and
36% of women obese
FACTS AND FIGURES
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A sedentary lifestyle causes
54,000 premature deaths
per year
Physical inactivity in
England estimate to cost
8.2 billion per yr (2004)
Risk of osteoporosis in later
life and cancers
Risk of cardiovascular
disease and diabetes
Mental health and
depression
CHRONIC DISEASES
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Lack of active transport.
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Lack of time.
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Loss of freedom for outdoor play.
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Technological advancements.
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PE time in schools reduced
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Cost.
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WHAT IS SOCIAL MARKETING:
“The systematic application of marketing concepts and
techniques to achieve specific behavioural goals relevant to
social good” French et al, (2010 p1)
Social marketing is a framework or structure utilising other
bodies of knowledge such as psychology, sociology,
communications theory and marketing in order to understand
how to influence the behaviour of target populations (Gordon
et al, 2006).
Based on the adaption of contemporary marketing theory and
practice in order to guide and aid social change campaigns
(Dann, 2010).
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Interest is growing in using social marketing as a
framework for improving health.
Social marketing is more than advertising
The heart of the approach is in understanding the
needs and views of target audience.
Social marketing has been shown to be effective in
changing health behaviour.
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Customer Orientation.
Behaviour
Theory
Insight
Competition
Exchange
Segmention
Methods Mix
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Change for Life – Large scale UK gov’t
campaign.
VERB – US based campaign aimed at 9-13
year olds.
Woodside Gets Active – Child and parent pa
campaign.
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The methodology is designed around the key
decisions made by both sedentary and active
children using eight case study schools in the
Exeter Area. (4 primary, 4 secondary)
Research involves school students and
stakeholders within the school and local
authority policy makers.
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Stage 1a: A survey of school children aged
7-16 years will investigate their patterns of
physical activity
Division of sample: 3 key stages 7-11, 1114, 14-16.
8 schools 200 per key stage = 1600
questionnaires 1124 received back
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Stage 1b: lifestyles segmentation model
developed to explore the properties,
motivations and barriers for activity-based
behaviour change.
Approximately 4-6 clusters in each school.
Stage 2: Interviews with clusters from 4
cluster groups, 8 schools. Approx 32.
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Stage 3: In-depth interviews with key
stakeholders from or relevant to each school,
including the headteacher, P.E. teachers, local
sports leader and other relevant local policy
makers.
3-4 interviews per school. Max 32total.
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RESULTS SO FAR.............
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1124
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respondents 628 boys, 496 girls ages
7-15 years
570 (50%) walk/cycle to school daily
264 (25%) never walk/cycle to school
Children spent more time being sedentary
than being active
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Obesity levels and physical inactivity figures
show there is a need for Intervention.
Some social marketing campaigns have
shown there is scope for interventions to be
successful.
Further research is needed to identify
whether or not social marketing would be
beneficial to sustaining patterns of physical
activity in school children in the South West.
I hope you have found this interesting
Thanks for listening