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Samantha Parnell University of Exeter School of Sport and Health Sciences and School of Geography.

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Presentation on theme: "Samantha Parnell University of Exeter School of Sport and Health Sciences and School of Geography."— Presentation transcript:

1 Samantha Parnell University of Exeter School of Sport and Health Sciences and School of Geography

2  To explore the relationships between children’s physical activity, health and fitness through the use of a social marketing approach.

3  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.

4  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


6 FACTS AND FIGURESCHRONIC DISEASES  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  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

7  Lack of active transport.  Lack of time.  Loss of freedom for outdoor play.  Technological advancements.  PE time in schools reduced  Cost.

8  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).

9  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.

10  Customer Orientation.  Behaviour  Theory  Insight  Competition  Exchange  Segmention  Methods Mix

11  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.

12  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.

13  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, 11- 14, 14-16.  8 schools 200 per key stage = 1600 questionnaires 1124 received back

14  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.

15  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.


17  RESULTS SO FAR.............  1124 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

18  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.

19 Thanks for listening

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