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. 2019 Feb 8:14:100828.
doi: 10.1016/j.pmedr.2019.100828. eCollection 2019 Jun.

Way2Go! Social marketing for girls' active transportation to school

Claire Sauvage-Mar  1 , Patti-Jean Naylor  1 , Joan Wharf Higgins  1 , Helen VonBuchholz  2
Affiliations

Way2Go! Social marketing for girls' active transportation to school

Claire Sauvage-Mar et al. Prev Med Rep. .

Erratum in

Abstract

Active transportation to school (ATS) is a recognized way to increase physical activity (PA). However, girls and young women do not regularly use ATS despite the many documented physical, mental, and community health benefits. Social Marketing (SM) may provide a framework for understanding girls' perspectives of and experience with ATS and inform messages for use in a public health marketing campaign. Focus groups with 79 girls between the ages of 7 and 15 were conducted in Spring 2017 in Victoria, Canada. Transcripts and poster data were initially categorized using the '4Ps' from social marking (Product, Price, Place and Promotion). Participant groups were segmented into three age categories for designing tailored messaging. Thematic analysis revealed elementary school aged participants identified health and fun while middle school participants valued socializing and helping the environment as reasons for engaging in ATS. For secondary school students, ATS was seen as a way to become more independent. All three highlighted fun and enjoyment as important benefits of ATS, and suggested positive and lighthearted messaging. Segmenting into different audiences highlighted how campaign segmentation would resonate with different audiences based on core values and beliefs. Further segmentation of the audience could result in different core values and beliefs held by diverse groups.

Keywords: Active transportation to school; Girls, adolescents; Messaging; Physical activity; Social marketing.

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Figures

Fig. 1
Fig. 1
Main themed results in 4P's framework.
Fig. 2
Fig. 2
Poster emphasizing independence from parents and the family vehicle.
Fig. 3
Fig. 3
Detail of ES poster, “Walk in the rain!”
Fig. 4
Fig. 4
Middle School poster using incentive.
Fig. 5
Fig. 5
Ways forward for SM campaign messaging.
See this image and copyright information in PMC

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