Social marketing approach to understanding what adolescents need in a community-based healthy lifestyle intervention program
Notice bibliographique
Résumé
Background: Overweight and obesity affects almost 30% of Canadian children and adolescents aged 2-17 years old which can lead to chronic disease later on in life. Research shows that healthy weight programs are effective at reducing BMI but have issues regarding recruitment and retention. One way to address these problems is by using a Social Marketing framework to determine what adolescents need in a community-based healthy weight program. Methods: Open-ended and closed-ended question surveys were conducted with multiple perspectives including youth aged 13-17 years, parents, and youth workers in Fall 2018. Open-ended question answers were a priori categorized by the ‘4Ps’ of the SM framework (Product, Price, Place, and Promotion) while frequency count data was generated for closed-ended question answers. Open-ended answer data were managed using NVivo 12 and were analyzed using Braun and Clarke’s six-step approach to thematic analysis (Braun & Clarke, 2006). Results: A ‘marketing mix’ was thematically generated to identify elements of a healthy weight program that adolescents need in order to participate from all three perspectives. Based on the findings, programs should include physical activity, nutrition, and emotional/social health components that are relevant and fun (Product). They should also emphasize benefits to participating such as improvement to physical and mental health, having fun, receiving incentives, and building relationships (Product) while minimizing barriers including emotional health concerns, lack of time, financial cost, transportation, boring programs (Price). Differences were found amongst perspectives in terms of types of incentives, transportation, and cost of program. Programs should take place in convenient, appealing, and safe locations that may already exist including schools or recreation centres (Place) and should also be promoted using social media and peer word-of-mouth or create partnerships with youth-relevant organizations and use body positive language (Promotion). Conclusion: Using this foundational work of a ‘marketing mix’ can help program developers design programs that will help recruit and retain youth in community-based healthy weight programs. Elements of social marketing were not considered in this study including competition, segmentation, and branding which further highlights the need for exploring competing behaviours in youths’ lives, different priority audience segments of BC, and brands that can be used to recruit and retain youth.
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Comment cette classification a été obtenuedéplier
Prédiction machine sur la base complète
Imitation des enseignantsNi prévalence calibrée, ni vérité terrain. Validation humaine à venir. Le volet Gemma est une étiquette directe du modèle pour chaque travail de la base, lue sur la notice réduite au titre. Le volet Codex est un classifieur appris des 10 348 étiquettes directes de Codex et calibré sur les taux pondérés de l'échantillon; les champs sans appui suffisant ne portent aucun appel Codex. Le mode candidate est l'union des deux volets; le consensus est leur intersection. Ces sorties portent le statut machine_predicted_unvalidated et ne sont pas des étiquettes humaines.
Scores du classifieur distillé par catégorie (deux têtes)
| Catégorie | Codex | Gemma |
|---|---|---|
| Métarecherche | 0,016 | 0,012 |
| Méta-épidémiologie (sens strict) | 0,001 | 0,000 |
| Méta-épidémiologie (sens large) | 0,000 | 0,001 |
| Bibliométrie | 0,004 | 0,002 |
| Études des sciences et des technologies | 0,005 | 0,008 |
| Communication savante | 0,006 | 0,007 |
| Science ouverte | 0,001 | 0,005 |
| Intégrité de la recherche | 0,002 | 0,003 |
| Charge utile insuffisante (le modèle a refusé de juger) | 0,006 | 0,000 |
Scores machine (provisoires)
Les deux têtes enseignantes du modèle étudiant, lues sur ce travail. Un score ordonne la base pour la relecture; il n'affirme jamais une catégorie, et le statut de validation accompagne chaque rangée tel quel.
Scores de référence d'un modèle non mature (critères de maturité non atteints, 7 itérations). Un score ordonne; il n'affirme jamais une catégorie.
score_only:v0-immature-baseline · tel quel depuis la passe de notation : score_only signifie que le nombre peut ordonner les travaux, et qu'aucune étiquette de catégorie n'en découleClassification
machine, non validéePrédiction automatique; un appel candidat d’une seule source (Gemma direct ou Codex distillé), pas un consensus.
Le détail, modèle par modèle et score par score, se trouve en fin de page sous « Comment cette classification a été obtenue ».