Abstract
Background and objective: Physical activity is an important behavior to reduce the risk of non-communicable diseases. Providing the context for physical activity in the workplace in addition to promoting the employees' physical and mental health has significant economic benefits for organizations. We conducted the present study using a social marketing model to explain the determinants of a Workplace Health Promotion in promoting physical activity among employees of government organizations in Yasuj, Iran.Materials and methods: The present study was qualitative research with directed content analysis based on the social marketing model. Thirty-three employees of government organizations in Yasuj were included in the study using the purposive sampling method. The data collection method included semi-structured interviews and observation. Data analysis was performed manually and by the qualitative content analysis method. The implementation data were systematically sorted and analyzed and classified into five steps.Results: Organizational structure, organizational policies, and a supportive interpersonal climate were extracted and categorized as characteristics of workplace health promotion programs from participant interviews. In addition to participants' emphasis on receiving information from reputable sources, virtual communication networks such as WhatsApp and real communication networks such as physicians and specialists were their preferred media for education and information.Conclusion: Due to the complexity of workplace, diversity, and multiplicity of factors and determinants of physical activity, the findings of the present study will be a basis for designing an appropriate and effective intervention and organizational changes to promote physical activities among employees in the future.
Highlights
Non-communicable diseases account for 72.3% of all deaths and are the leading causes of death worldwide [1]
Studies have used social marketing models to promote physical activity [3, 17, 18], but our studies indicated no qualitative study on the directed content analysis based on the social marketing model in creating a Workplace Health Promotion with an aim to promote physical activity among government employees in the world
The present study was a qualitative research with a directed content analysis type based on the social marketing model
Summary
Non-communicable diseases account for 72.3% of all deaths and are the leading causes of death worldwide [1]. Physical activity is an important behavior to reduce risk of these diseases [2]. In 1986, the creation of health supportive environments (environment-based approaches) was introduced as a strategy of the Ottawa Charter [5]. In recent decades, this strategy has shifted to health promotion environments with an aim to change from personal risk factors and control physical harmful factors in the workplace [6]. Workplace health promotion programs are comprehensive programs that can be implemented with an aim to adopt healthy behaviors, improve the individual health, and reduce the prevalence of chronic diseases [7]. Physical activity is an important behavior to reduce the risk of non-communicable diseases. We conducted the present study using a social marketing model to explain the determinants of a Workplace Health Promotion in promoting physical activity among employees of government organizations in Yasuj, Iran
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