Way2Go! Social marketing for girls' active transportation to school
| dc.contributor.author | Sauvage-Mar, Claire | |
| dc.contributor.author | Naylor, Patti-Jean | |
| dc.contributor.author | Wharf Higgins, Joan | |
| dc.contributor.author | VonBuchholz, Helen | |
| dc.date.accessioned | 2019-03-02T00:38:24Z | |
| dc.date.available | 2019-03-02T00:38:24Z | |
| dc.date.copyright | 2019 | en_US |
| dc.date.issued | 2019-06 | |
| dc.description.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. | en_US |
| dc.description.reviewstatus | Reviewed | en_US |
| dc.description.scholarlevel | Faculty | en_US |
| dc.description.sponsorship | The Way2Go! Project was funded by the Victoria Capital Regional District - People Power Initiative, Canada, and the Roy Watson Traffic Safety Fund through the Centre for Youth and Society at the University of Victoria, Canada, supported research assistants and Island Health provided in-kind support.. The authors gratefully acknowledge the diverse stakeholders: thank you to the funding organisations, communities, principals, teachers, and parents. We especially thank all of the participants for taking part in our study. | en_US |
| dc.identifier.citation | Sauvage-Mar, C., Naylor, P., Higgins, J.W. & VonBuchholz, H. (2019). Way2Go! Social marketing for girls' active transportation to school. Preventive Medicine Reports, 14, 100828. https://doi.org/10.1016/j.pmedr.2019.100828 | en_US |
| dc.identifier.uri | https://doi.org/10.1016/j.pmedr.2019.100828 | |
| dc.identifier.uri | http://hdl.handle.net/1828/10613 | |
| dc.language.iso | en | en_US |
| dc.publisher | Preventive Medicine Reports | en_US |
| dc.subject | Active transportation to school | |
| dc.subject | Physical activity | |
| dc.subject | Girls, adolescents | |
| dc.subject | Social marketing | |
| dc.subject | Messaging | |
| dc.subject.department | School of Exercise Science, Physical and Health Education | |
| dc.title | Way2Go! Social marketing for girls' active transportation to school | en_US |
| dc.type | Article | en_US |