Page 101 - Social Marketing for Public Health Global Trends and Success Stories

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74 CHAPTER 3 ■ Saskatchewan in Motion

• Show a variety of people being active in a wide range of ways.
• Encourage people to call a toll-free number or visit a Web site for 100
easy ways to be active and other information (see Figure 3-2).
• Phase 2—demonstrate and motivate:
• Show people examples of specific ways to get active and what “counts”
toward being physically active at least “30 minutes a day, five days a
week” for health benefits.
• Show that physical activity is catching on and becoming the norm.
• Talk about the benefits and rewards of physical activity, particularly
those that appeal to human aspirations, such as wanting to feel
great.
• Continue to drive people to the Web site for more information.
• Start incorporating success stories/testimonials/comments on the
Web site so people can see what others are doing and be encouraged to
follow suit.
• Encourage people to ask others to “Join the Movement.”
• Phase 3—celebrate and motivate:
• Keep using a highly recognizable look, feel, and music, but introduce
real-life success stories as proof that Saskatchewan really is in motion.
• Continue to encourage those who have not joined the movement to
do so by asking, “Have you joined the movement?”
• Link to Saskatchewan’s centennial as a time for celebration.
• Phase 4—reach out to others:
• Provide messages focused on being active with your family and those
you care about.

FIGURE 3-2 “You actually like it” ad
Courtesy of Saskatchewan in motion