Social Marketing of Physical Activity

Abstract

PURPOSE: The current study investigates the effects of a single, non-paid mass media event on access to a physical activity health promotion website. METHODS: 10,000 Steps is an existing physical activity promotion program in Queensland, Australia. An interactive website has been developed to support and promote the program to a wide audience. The website includes programming that collects advanced website access statistics. In May of 2005, a lifestyle article featuring the 10,000 steps program, with specific reference to the 10,000 steps website (www.10000steps.org.au) was published in a chain of related newspapers in the major cities of Australia. A discontinuous times series analysis of website access (total hits, unique hits, program registration and step log use) was conducted for a period 8 weeks prior to, and 8 weeks post-publication to assess the impact of the non-paid marketing opportunity. RESUITS: Significant increases immediately post-publication were found in website hits, unique visits, program registrations and steps recorded in the web-based step log. The peak in activity occurred in the week immediately post-publication and remained significantly above baseline levels for a total of 3 weeks, before returning to original levels. CONCLUSION: A number of large-scale physical activity programs internationally now feature websites to promote and support activity in the general population (America on the Move, Canada on the Move, 10,000 Steps). RESUITS: show that no-cost marketing opportunities exist to attract people to the websites if the branded programs feature their website address as part of these opportunities.