Strategies and Practices in Community—Based Campaigns Promoting Nutrition and Physical Activity

Abstract

The strategies and practices employed in 50 communitybased nutrition and physical activity interventions are reviewed from the perspective of a four-stage social marketing model. Goals and objectives established at the research and planning stage were infrequently grounded in data and theory. At the strategy design stage, concept/message pretesting was uncommon. Most campaigns disseminated material products through several channels and activities. At the implementation stage, community members were regularly enlisted as collaborators and a majority of campaigns identified sustainability as a long-term goal. In the evaluation stage, summative research was most often based on quasi-experimental methods. Self-reported knowledge and behavior effects were often assessed; morbidity and mortality campaign effects were rarely considered. Suggestions are offered for improving the design and execution of future interventions.

What's the Catch? Reducing Consumption of Contaminated Fish among Anglers

“…In contrast to such information-driven campaigns, CBSM aims to promote changes in behavior within a target population by focusing outreach efforts on specific behaviors and working at the community level through direct contact with individuals (McKenzie-Mohr & Smith, 1999;Schultz, 2002;Schultz & Tabanico, 2008). CBSM is used to create an effective message before implementing the larger social marketing intervention across a community by utilizing audience analysis within a target population for the purpose of message distribution (Alcalay & Bell, 2001;Neiger et al, 2001;Walsh et al, 1993). As a result, CBSM principles are especially well-adapted for translating complex scientific messages and behavior change strategies into effective out-reach programs and communication campaigns (Lefebvre & Flora, 1988, p. 300).…”

Qualitative developmental research among low income African American adults to inform a social marketing campaign for walking

“…Previous investigators have typically failed to have measurable objective outcomes, apply behavioral theory, use audience segmentation beyond basic demographics, conduct consumer research about the audiences of interest, and pre-test concepts and health communication messages. Whereas other social marketing approaches for increasing PA have placed greater emphasis on the individual-level [20], the present social marketing campaign also highlights the social and community-wide benefits of walking. This study specifically expands on past qualitative work by using principles based on Social Ecological Theory [25,26] and Social Cognitive Theory [27,28] to explore social environmental barriers and facilitators for improving motivation and self-confidence for walking and exercising regularly.…”

“…This study specifically expands on past qualitative work by using principles based on Social Ecological Theory [25,26] and Social Cognitive Theory [27,28] to explore social environmental barriers and facilitators for improving motivation and self-confidence for walking and exercising regularly. Compared to studies reviewed by Alcalay and Bell [20], those reviewed by Yancey and colleagues [29], which targeted ethnic minority communities, were more heavily focused on community norms and activities. The current social marketing campaign specifically targeted community norms by focusing on family and community connectedness in the overall approach.…”

“…Research on social marketing and the promotion of walking and physical activity has been reviewed by Alcalay and Bell [20]. Previous investigators have typically failed to have measurable objective outcomes, apply behavioral theory, use audience segmentation beyond basic demographics, conduct consumer research about the audiences of interest, and pre-test concepts and health communication messages.…”

Formative Process Evaluation for Implementing a Social Marketing Intervention to Increase Walking Among African Americans in the Positive Action for Today’s Health Trial

“…16,17 Additionally, the utility of incorporating evaluation methods based on ecological theory has increasingly been recognized, 18–21 as has the effectiveness of SM approaches. 8–10 Although ecological factors significantly influence implementation practices and program outcomes, 22 fewer than half of the studies targeting minority PA have evaluated them, 23 and only a handful of studies implementing SM strategies have reported summative 24–29 or formative process evaluation outcomes. 8,23,30 Such limitations can decrease the accuracy with which program mechanisms, efficacy, and effectiveness are understood.…”