Page 100 - Social Marketing for Public Health Global Trends and Success Stories

57977_CH03_final.qxd:Cheng 11/6/09 11:33 AM Page 73

Strategies 73

• Allow flextime for people to participate in physical activities.
• Try a group stretch routine instead of sitting down for a coffee break.
• Integrate a physical activity program into your human resources
strategy.
• Host recreational events, such as golf tournaments, horseshoe-
pitching, dances, and sports days.
•Price:
• Share the costs of employee memberships in physical activity
programs or clubs.
• Place:
• Ensure that employees have access to bike racks, showers, changing
rooms, and so on.
• Stay at hotels with fitness areas while on trips.
• Promotion:
• Use bulletin boards to provide general and local physical activity
information for employees and their families.
• Send e-briefs and newsletters with physical activity tips and prompts.
To address the unique needs of northern and Aboriginal peoples, addi-
tional school policy resources were developed, jointly with the Northern
Healthy Communities Partnership. It contains numerous product-, price-, and
place-related strategies.
Mass Media and Advocacy Campaigns

Although each setting strategy includes promotional elements, two additional
streams of communication activities were designed: (1) a mass-media campaign
to reach individuals and, more specifically, the main segment of the target popu-
lation (people aged 30 to 55) and (2) an advocacy campaign to reach key stake-
holders and decision makers. These streams were consciously designed to take
into account the various complementary models of behavior change implicit in
public health communications campaigns: the individual effects model (focusing
on individual knowledge, attitudes, and behaviors), the social diffusion model
(focusing on social norms), and the institutional diffusion model (focusing on
policy changes; Hornik, 2002).
The mass media campaign and messages were designed in a number of
phases as follows:
• Phase 1—captivate and motivate:
• Introducing the brand and tagline (“Join the Movement”).
• Let people know getting active is fun, easier than they think, and
they’ll feel good!