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

International Journal of Behavioral Nutrition and Physical Activity

Porschia V Brown²  Barney Gadson³  Melinda Forthofer¹  Abe Wandersman²  Sarah F Griffin⁴  Sandra M Coulon²  Nevelyn N Trumpeter²  Sara M St George²  Dawn K Wilson² 

[1] Biostatistics and Epidemiology, Arnold School of Public Health, University of South Carolina, Columbia, SC, 29208, USA;Department of Psychology, University of South Carolina, Columbia, SC, 29208, USA;M.H. Newton Family Life Enrichment Center, Sumter, SC, USA;Department of Public Health Sciences, College of Heath, Education, and Human Development, Clemson University, Clemson, SC, 29634, USA

关键词: Health promotion;    Physical activity;    Walking;    African American;    Social marketing;   

Others  :  810679
DOI  :  10.1186/1479-5868-10-33

 received in 2012-06-06, accepted in 2013-02-20,  发布年份 2013

【 摘 要 】

Background

This study describes the development of a social marketing campaign for increasing walking in a low income, high crime community as part of the Positive Action for Today’s Health (PATH) trial.

Methods

Focus groups were conducted with 52 African American adults (ages 18 to 65 yrs), from two underserved communities to develop themes for a social marketing campaign to promote walking. Participants responded to questions concerning social marketing principles related to product, price, place, promotion, and positioning for increasing neighbourhood walking.

Results

Focus group data informed the development of the campaign objectives that were derived from the “5 Ps” to promote physical and mental health, social connectedness, safety, and confidence in walking regularly. Focus group themes indicated that physical and mental health benefits of walking were important motivators. Walking for social reasons was also important for overcoming barriers to walking. Police support from trusted officers while walking was also essential to promoting safety for walking. Print materials were developed by the steering committee, with a 12-month calendar and door hangers delivered to residents’ homes to invite them to walk. Pride Stride walks empowered community walkers to serve as peer leaders for special walking events to engage new walkers.

Conclusions

Essential elements for developing culturally tailored social marketing interventions for promoting walking in underserved communities are outlined for future researchers.

【 授权许可】

   
2013 Wilson et al.; licensee BioMed Central Ltd.

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