Page 96 - Social Marketing for Public Health Global Trends and Success Stories

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Target Audience Barriers, Motivators, and Competition 69

TABLE 3-5 Summary of Motivators and Perceived Benefits
Audiences Motivators and Perceived Benefits
Individuals • Although Saskatchewan adults understand the importance of
physical activity for health benefits, health benefits alone were not
enough to motivate action.
Adults • Making physical activity fun, safe, easy, and convenient.
• Spending time with friends and family.
• Feeling good.
• Maintaining a healthy body weight.
Children and youth • Achieving fun/personal satisfaction.
• Spending time with friends and family.
• Pleasing others (teachers and parents).
Key stakeholders • Achieving professional goals.
(all settings) • Having an opportunity to influence the health of the people they
care about.
Community setting • Bringing partners together.
• Adding new resources and expertise.
School setting • Better managing classrooms and behavior.
• Adding new resources and expertise.
• Increasing readiness to learn among students.
Workplace setting • Increasing employee morale.
• Adding convenience.

Decision makers • Achieving professional goals.
(all settings) • Having an opportunity to influence the health of the people they
care about.
• Reducing (healthcare) costs.
• Establishing a healthy and vibrant society.
Community setting • Achieving environmental targets.
• Attracting new families/workplaces.
• Obtaining economic benefits.
School setting • Providing support for teachers.
• Sharing responsibility (with community and family).
• Assisting with academic achievement.
Workplace setting • Increasing productivity.
• Reducing absenteeism.
• Bettering employee recruitment and retention.