Use of Formative Research and Social Marketing Principles in the Development of an Adolescent Physical Activity Program Brad L. Neiger, Ph.D., CHES, Rosemary Thackeray, Ph.D, MPH, Michael D. Barnes, Ph.D, CHES, Susan B. Hill, Ph.D, CHES Department of Health Science, College of Health and Human Performance, Brigham Young University

INTRODUCTION Only 64% of US adolescents in grades 9-12 participate in activities that make them sweat and breathe hard for at least 20 minutes on at least three days per week (1999 YRBS).

PURPOSE The purpose of this study is to describe the value of formative research in developing a social marketing-based physical activity program for adolescents.

METHODS   A randomized telephone survey was conducted among 600 adolescents in Utah (51% females, 49% males; ages 12 to 18, mean = 14.8 years).   Questions were developed from national physical activity surveys and from focus groups among the target audience. Pilot testing among 50 adolescents resulted in minor revisions to items and procedures.   Questions related to physical activity, product, price, place, promotion (4 P’s), and other characteristics of social marketing.

RESULTS: Product Respondents expressed a preference for a variety of activities. Basketball was the most commonly reported activity, followed by biking, jogging, running, and swimming. Preferences for activities in school included basketball, football, and running or track. General, but not school preferences, are closely linked to “lifetime physical activity.”

RESULTS: “Product”   Benefits to being physically active included having fun, staying in shape, and being healthy.   Respondents indicated that joining a sports club (88%), participating in intramurals or city recreation teams with people their age (79%), and having more places to do physical activity (76%), would be most helpful in increasing physical activity.   The least preferred interventions were a book or videotape, or advice from a doctor or school nurse.

RESULTS: “Price” Barriers to physical activity included long distances to physical activity facilities, costs associated with using the facility, a perception that they were not the “jock” or “sporting type,” not having enough time for physical activity, and being out of shape.

RESULTS: “Place”  Females were more likely to report using a pool or walking trail while males were more likely to use a basketball court, or football/soccer fields.  Respondents participated in physical activity primarily at home (80%) and at school (82%).  52% of males and 51% of females reported being currently enrolled in a physical education class.  70% of respondents participated in physical activity with their friends.

RESULTS: “Promotion” Respondents indicated their most reliable sources of information about physical activity were friends and parents. The most frequently reported channel of information about physical activity was radio.

INTERVENTIONS   Physical activity projects were piloted at Provo High School and the North Cache Middle School (grades 8-9) in Bear River.   A physical activity resource directory was distributed to students informing them of all community resources including cost, location, hours, and appropriate dates.

 Twenty $500 mini-grants were distributed to communities throughout Utah to promote physical activity among adolescents. Many different activities were developed through these grants, such as water polo clubs, inner-city youth sports programs, youth exercise and nutrition classes, and summer activity guides.  Physical activity and nutrition were promoted through a Gold Medal School project (related to the 2002 Winter Games in Salt Lake City).

  A digital marquee and bulletin board were assembled at Provo High School to advertise club activities and community events that involved physical activity.   Funding was provided to each school to purchase physical activity equipment to improve intramural programs.   A summer physical activity program was developed in Bear River.

CONCLUSIONS   The results from formative research provided a clear direction in the development of a social marketing based, public health program to increase physical activity among adolescents.   Survey results revealed a preference for lifetime physical activities including non-competitive sports, clubs for fun, and participation in intramural or city recreation teams. This is supported by Healthy People 2010.

 Interpersonal communication may be the most important Messages about physical activity should include the benefit of spending time with friends.  While survey respondents indicated that there were several places to engage in physical activity in their communities, few reported using those within the past week. This is contrasted with adolescent opinion that more places to do physical activity would help them be more active. The implication is that the barriers to using community facilities should be addressed (i.e., reducing costs). Furthermore, awareness of opportunities for physical activity should be increased.

Time is the most commonly reported reason for adults not engaging in physical activity. According to survey results, this barrier also occurs in adolescence. Therefore, messages should include time management strategies, including how to fit physical activity in to a busy schedule. Additionally, it may be necessary to create a message that physical activity should be a part of daily living.

 T he marketing mix is a core component of a social marketing program. Lefebvre, R. C., & Flora, J. A. (1988). Social marketing and public health intervention. Health Education Quarterly, 15(3),  The acid test of a social marketing program is the integration of the marketing mix. Smith, W. A. (1997). Social marketing: beyond the nostalgia. In M. E. Goldberg, M. Fishbein, & S. E. Middlestadt (Eds.), Social marketing. Theoretical and practical perspectives (pp ). Mahwah, NJ: Lawrence Erlbaum.