Social marketing

Approach to cultural and contextual relevance in a community-based physical activity intervention

Datos Bibliográficos

ID22945392
AutoresColleen Keller (0000-0001-8702-9428, Schlumberger (Ireland), autor de correspondencia), Sonia Vega-López (0000-0001-8089-0725, Arizona State University), Barbara E Ainsworth (0000-0002-4199-692X, Arizona State University), B Ainsworth, Allison Nagle-Williams (Arizona State University), Kathryn Records (Arizona State University), Paska A Permana (Phoenix VA Health Care System), P Permana, Dean V Coonrod (Valleywise Health), D Coonrod
Año2014
Volumen29
Número1
Páginas130-140
Fecha de publicación2014-03-01
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaHealth Promotion International (JOURNAL)
Identificadores de la revistaISSN: 0957-4824 • E-ISSN: 1460-2245
EditorialOxford University Press (OUP) (PUBLISHER)
DOI10.1093/heapro/das053
PMID23002252
PMCIDPMC3923501
OpenAlexW2155464740
IdiomaEN
Citas recibidas3
Referencias citadas34

We report the social marketing strategies used for the design, recruitment and retention of participants in a community-based physical activity (PA) intervention, Madres para la Salud (Mothers for Health). The study example used to illustrate the use of social marketing is a 48-week prescribed walking program, Madres para la Salud (Mothers for Health), which tests a social support intervention to explore the effectiveness of a culturally specific program using 'bouts' of PA to effect the changes in body fat, fat tissue inflammation and postpartum depression symptoms in sedentary Hispanic women. Using the guidelines from the National Benchmark Criteria, we developed intervention, recruitment and retention strategies that reflect efforts to draw on community values, traditions and customs in intervention design, through partnership with community members. Most of the women enrolled in Madres para la Salud were born in Mexico, largely never or unemployed and resided among the highest crime neighborhoods with poor access to resources. We developed recruitment and retention strategies that characterized social marketing strategies that employed a culturally relevant, consumer driven and problem-specific design. Cost and benefit of program participation, consumer-derived motivation and segmentation strategies considered the development transition of the young Latinas as well as cultural and neighborhood barriers that impacted retention are described.

Business · General partnership · Intervention (counseling) · Market segmentation · Public health · Social marketing · Behavioral Health and Interventions · Community Health and Development · Marketing · Medicine · Nursing · Obesity, Physical Activity, Diet · Psychology · Gerontology