“Get Firefighters Moving”: Marketing a Physical Fitness Intervention to Reduce Sudden Cardiac Death Risk in Full-Time Firefighters

Abstract

Firefighters as an occupational group are at increased risk for a cardiac-related injury, with the largest proportion (44%) of firefighter on-duty mortality due to sudden cardiac death. As poor physical fitness behaviors are a contributing factor to this risk, a social marketing approach was used to design and market a competitive team-sports intervention to improve physical fitness and reduce cardiac risk factors in a group of full-time firefighters. This article describes how social marketing principles were used in the design and implementation of the ''Get Firefighters Moving'' physical fitness intervention. This includes strategic development of the marketing plan, with discussion of audience segmentation and the marketing mix used to implement the intervention. Preliminary findings are also presented, as they suggest improvement in cardiac risk factors including blood pressure, cardiovascular class, flexibility, and percent body fat.

Exploring Occupational and Health Behavioral Causes of Firefighter Obesity: A Qualitative Study

“…This qualitative analysis identified five thematic topics (and several sub‐themes) which show an integration of individual, cultural, and occupational causes of obesity among firefighters: (1) fire station eating culture; (2) night calls and sleep interruption; (3) supervisor leadership and physical fitness; (4) sedentary work; (5) age and generational influences. The implications of these findings are discussed in each of these areas relative to recent qualitative and intervention studies involving firefighters [Elliot et al, ; Staley, ; MacKinnon et al, ; Haddock et al, ; Ranby et al, ].…”

“…In the “Get Firefighters Moving” intervention program, Staley [] designed a top‐down health promotion physical fitness program which utilized a competitive team‐sports approach, but that also involved firefighters in all elements of the planning and scheduling, as well as capitalizing on organizational norms and beliefs. Having management allow for time to be set aside, during non‐emergency routine activities, for the team sports to take place showed an awareness of how the work environment can pose obstacles to physical fitness.…”

“…Having management allow for time to be set aside, during non‐emergency routine activities, for the team sports to take place showed an awareness of how the work environment can pose obstacles to physical fitness. Preliminary outcomes showed improvement in systolic blood pressure and body fat percent, but the long term effects were still uncertain [Staley, ]. However, an approach such as this might not work in all fire departments.…”

Self‐efficacy or perceived behavioural control: Which influences consumers' physical activity and healthful eating behaviour maintenance?

“…These organisations frequently engage social marketing as a method to create behaviour change in target populations (for example, see De Cocker, De Bourdeaudhuij, Brown, & Cardon, ; Kubacki, Rundle‐Thiele, Pang, & Buyucek, ; Sayers, LeMaster, Thomas, Petroski, & Ge, ). Social marketing campaigns directed to improve health behaviour, such as physical activity (examples include Deehr & Shumann, ; Staley, ; Withall, Jago, & Fox, ) and healthful eating (Carins & Rundle‐Thiele, ), are abundant. Research suggests the use of theory as a framework for the design or evaluation of interventions in this context can be highly effective (Glanz & Rimer, ; Hastings, ; Thackeray & Neiger, ).…”

Impact of the Wellness Fitness program on employee absenteeism: a study of Prince George Fire Rescue: 2005-2011

“…Cardiovascular deaths account for 45% of all line-of-duty firefighter deaths in the United States (Kales et al, 2007;Staley, 2009;International Association of Fire Fighters, 2008;Smith 2011 ). As a firefighter grows older and his or her time in the fire service increases, there can be the potential for an increase in inactivity, hypertension, low fitness levels and obesity (Rosenstock & Olsen, 2007).…”