Effectiveness of Social Marketing Interventions to Promote Physical Activity Among Adults: A Systematic Review

Yuan, Xiaocong; Deshpande, Sameer; Bonates, Tibérius O.

doi:10.1123/jpah.2015-0189

Cited by 61 publications

(91 citation statements)

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“…Well planned, evidence-based, and theory-informed health communication and health marketing can significantly impact behavior and vaccine uptake [ 9 , 33 , 34 ]. Well-designed campaigns, together with the application of behavioral science techniques, need to be supported by ease of access to vaccines, distribution networks and logistics, and taking notice of broader socio-economic and cultural factors [ 35 , 36 ].…”

Section: Vaccine Demand Strategymentioning

confidence: 99%

Key Guidelines in Developing a Pre-Emptive COVID-19 Vaccination Uptake Promotion Strategy

French

Deshpande

Evans

et al. 2020

IJERPH

Self Cite

163

164

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This paper makes the case for immediate planning for a COVID-19 vaccination uptake strategy in advance of vaccine availability for two reasons: first, the need to build a consensus about the order in which groups of the population will get access to the vaccine; second, to reduce any fear and concerns that exist in relation to vaccination and to create demand for vaccines. A key part of this strategy is to counter the anti-vaccination movement that is already promoting hesitancy and resistance. Since the beginning of the COVID-19 pandemic there has been a tsunami of misinformation and conspiracy theories that have the potential to reduce vaccine uptake. To make matters worse, sections of populations in many countries display low trust in governments and official information about the pandemic and how the officials are tackling it. This paper aims to set out in short form critical guidelines that governments and regional bodies should take to enhance the impact of a COVID-19 vaccination strategy. We base our recommendations on a review of existing best practice guidance. This paper aims to assist those responsible for promoting COVID-19 vaccine uptake to digest the mass of guidance that exists and formulate an effective locally relevant strategy. A summary of key guidelines is presented based on best practice guidance.

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Section: Vaccine Demand Strategymentioning

confidence: 99%

Key Guidelines in Developing a Pre-Emptive COVID-19 Vaccination Uptake Promotion Strategy

French

Deshpande

Evans

et al. 2020

IJERPH

Self Cite

163

164

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show abstract

“…branding and promotional strategies) in the development of mass media campaigns [40,45,115], and suggests that interventions which use campaign building principles or social marketing benchmarks (e.g. formative research, audience segmentation and channel placement) are more successful in bringing about behaviour change than those which do not use these principles [116,117].…”

Section: Message Contentmentioning

confidence: 99%

Get the message? A scoping review of physical activity messaging

Williamson

Baker

Mutrie

et al. 2020

Int J Behav Nutr Phys Act

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Background: Understanding how to create and deliver effective physical activity (PA) messages for and to various population subgroups may play a role in increasing population PA levels. This scoping review aimed to provide an overview of what is known about PA messaging and highlight key research gaps. Methods: We followed a 5-stage protocol proposed by Arksey & O'Malley and the Preferred Reporting Items For Systematic Reviews and Meta-Analyses (PRISMA) extension for scoping reviews checklist. Stage 1: research questions were identified. Stage 2: we identified relevant studies by searching electronic databases, contacting existing networks and hand searching reference lists. Stage 3: studies were screened in Covidence™ software. Stage 4: study data were extracted and charted. Stage 5: findings from included studies were collated, summarised and reported in two ways: (1) a descriptive numerical analysis providing insight into extent, nature and distribution of the included studies, and (2) a narrative summary summarizing the evidence reviewed organised by messaging concepts and by population subgroup. Results: A total of 9525 references were imported into Covidence™ for screening. Of these, 123 studies were included in final analysis. We found that PA messaging evidence is complex and multidimensional in nature, with numerous concepts to consider when creating or evaluating messages. The extent to which these different PA messaging concepts have been researched is variable. Where research has accumulated and evidence is consistent, it supports the following: (1) PA messages should be framed positively and highlight short-term outcomes specifically relating to social and mental health, (2) message content should be tailored or targeted to intended recipient(s), and (3) when developing messages, formative research, psychological theory and/or social marketing principles should be used. Conclusion: While it is unlikely to address global inactivity on its own, PA messaging may play a valuable role improving population PA levels. However, it is a complex and multidimensional concept and greater understanding is still needed. We present a synthesis of the existing evidence, highlighting key areas where evidence has accumulated and where gaps lie, as well as recommendations for PA messaging to different population subgroups.

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“…However, the other social SM benchmarks(including the intended behavior, internal and external competing factors for behavior modification, theoretical concepts related to the behavior, and the role of supporters) in this area have not yet been explored in the sociocultural context of Iran [22]. Thus, the present study was conducted to address this gap.…”

Section: Promotion Of Healthy Breakfast and Snack Consumption Necessimentioning

confidence: 99%

Developing an educational intervention based on the Social Marketing Model and evaluating its effects on healthy breakfast and snack consumption among female adolescent students: a mixed method study

Bastami

Zamani-Alavijeh

Mansourian

et al. 2019

Preprint

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Background Skipping breakfast and replacing it with non-nutritious snacks are progressively increasing among adolescents. This study aimed to develop an educational intervention based on The Social Marketing Model and evaluate its effects on healthy breakfast and snack consumption among female adolescent students. Methods This mixed method study was conducted in 2016–2018 in two phases. In the first phase, a qualitative study was conducted through directed content analysis in guidance schools in Khorramabad, Isfahan, and Tehran, Iran, to explore factors affecting breakfast consumption. The results of this phase were set in the benchmarks of the Social Marketing Model. In the second phase, a randomized controlled trial was conducted based on the benchmarks of the Social Marketing Model on 94 students randomly recruited from guidance schools in Khorramabad, Iran. Results The findings of the qualitative phase were categorized into the benchmarks of the Social Marketing Model, namely the social marketing mix, the intended behavior, internal and external competing factors for behavior modification, theoretical concepts related to the behavior, and the role of supporters. In the quantitative phase, the univariate modeling showed significant between-group differences concerning the product, price, promotion, and behavior (P < 0.05). Conclusion Healthy breakfast and snack consumption can be promoted through making acceptable the tastes, costs, preparations, and consumption places of breakfast and snack.

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Effectiveness of Social Marketing Interventions to Promote Physical Activity Among Adults: A Systematic Review

Abstract: Social marketing is an effective approach in promoting physical activity among adults when a substantial number of benchmarks are used and when managers understand the audience, make the desired behavior tangible, and promote the desired behavior persuasively.

Cited by 61 publications

References 0 publications

Key Guidelines in Developing a Pre-Emptive COVID-19 Vaccination Uptake Promotion Strategy

Key Guidelines in Developing a Pre-Emptive COVID-19 Vaccination Uptake Promotion Strategy

Get the message? A scoping review of physical activity messaging

Developing an educational intervention based on the Social Marketing Model and evaluating its effects on healthy breakfast and snack consumption among female adolescent students: a mixed method study

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