facebook
twitter
search
search

Social marketing boosts exercise

Oct. 4, 2012 at 3:51 PM

BRISTOL, England, Oct. 4 (UPI) -- British researchers said social marketing -- using the same marketing principles that sell products to "sell" ideas -- was effective in boosting exercise.

"Good levels of physical activity are important for the prevention of a range of chronic diseases. These conditions are more prevalent in low-income areas where physical activity levels were consistently lower," lead author Janet Withall of the University of Bristol's School for Policy Studies said in a statement. "The public health benefits of increasing physical activity in this group were clear."

The researchers designed a six-month social marketing campaign for a new physical activity program entitled Fit and Fab -- comprising five sessions, each delivered once a week in a deprived area of Bristol, England.

The research team used promotional techniques, which included outdoor banners, street leafleting, leaflet distribution via schools, community groups, a poster campaign, local press, two taster sessions, a loyalty scheme, campaign blog and a text campaign, to proactively promote the program.

The results, published in the journal BMC Public Health, showed positive findings with recruitment into intervention sessions significantly greater than into pre-existing and control area sessions the study said.

Related UPI Stories
Latest Headlines
Trending Stories
Brain lesions may be cause of taste loss in MS patients
Scientists confirm second, more intense form of Lyme disease
Sustained aerobic exercise may promote neurogenesis
Whooping cough protection fades fast after booster shot
Cognitive behavioral therapy changes brain volume, study says