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Social Marketing

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by

Becca Hugley

on 16 April 2013

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Transcript of Social Marketing

Health Issue The amount of overweight and obese teenagers are increasing dramatically. Evaluation Plan Reed Rice and Becca Hugley Teen Obesity:
One Step at a Time Target Audience High School Students SMART format Segmentation Incentives 26 to 41 percent of the 2.4 million tons of PET plastic discarded ever year is bottled water bottles. Change in beverages and snacks in vending machines

Promoting teen health to prevent obesity in their adult years.

Encourage water over sugar/caffeinated drinks Stakeholders Budget Influences According to the Center for Disease Control and Prevention, the rate of obese adolescents has tripled in the past 30 years. Immediate Health Effects Long-term Health Effects Cardiovascular disease
High cholesterol
Hypertension
Pre-diabetes
Bone and joint problems
Sleep apnea More likely to become obese adults
Heart disease
Type 2 diabetes
Stroke
Cancer
Osteoarthritis Healthy lifestyle habits
Regular physical exercise
Proper nutrition
Drinking water Prevention S- Specific
M-Measurable
A-Achievable
R-Relevant or realistic
T-Time-specific Specific Measurable Achievable Realistic Time-specific Camelbak Water Bottle Pedometer Price The target audience give up:
Drinking soda
Empty calorie foods
Sitting on the couch Place Where: Spearfish High School

When: 2013-2014 school year

Publicity: Students hears the new program from teachers, parents, and counselor. Promotion Contributing Factors South Dakota Department of Health (Pedometers)
Coca-cola (Dasani Vending Machine)
Camelbak Products (150 water bottles)
Rural Assistance Center
Gannett Foundation Community Action Grant ($1,500)
Mission and Ministry Fund Planning and Project Grants ($500)
Spearfish Rec & Aquatics Center Water bottle- $7 x 150 students

Water filling station- $543.20 x 2

Pedometers- $0 - for 150 students

Pool Party- $3 -per student x 25 Ages 14 to 16 Behavior change and eating habits in adolescent age 14 to 16.
Healthier eating habits
Fitness for life
Overall well-being Pedometer readings
Girth and skin founds
Body Mass Index
Number of plastic bottles saved 10,000+ steps in a day

10% BMI decrease in overweight and obese students by the end of 2014 school year

15,000-20,000 plastic bottles saved by the end of 2014 school year

Eliminating soda and empty calorie foods by the end of 2014 school year By the end of the 2014 school year, both overweight and obese students will reduce body fat by 10%.

Students progress will be assessed every two months:
BMI
Skin fold and Girth
Logged Pedometer readings
Number of Plastic bottles saved Adequate count of steps a day (10,000/day = 60,000-70,000 a week).

Decrease body fat- by increasing calorie expenditure

Decreasing empty calorie intake. Products The class with most steps gets
a pool party at the end of the
year. The Facts Improvement of physical fitness

Better relations with others

Decrease in stress levels

Decrease in symptoms of depression

Open to trying new foods and experiences Building healthy habits now, benefits the students future by improving current habits.

Decreases the chance of acquiring diseases associated with being overweight and/or obese.

Parents will adopt and learn from their teens. Strategies Total Budget: $1,961.40
Grant: $2,000.00 -U.S. Environmental Protection Agency "Machines are in just 13% of elementary schools for young children, but are in 67% of middle schools, where students are around 11 to 14 years old, and 85% of high schools. -USDA Decreased amount of plastic bottles in landfills

Teachers and staff influences students to make healthy choices

Children influencing their parents to make healthy choices at home At the end of 2014 school year evaluate the data collected.

Determine how many students met the 10% reductions in BMI and skin fold

Determine the amount of plastic bottles saved

Evaluate the sale of products from vending machines Television and media
Larger portion size
Sugar drinks and less healthy foods
Advertising for less healthy foods
Lack of QUALITY physical activity daily
No safe places for teens to be active More Facts Less Physical Activity in School

Many schools have drastically curtailed daily physical activity classes: Only 5.8% of high schools have daily Physical Education More than 53 million American students spend much of their time in the classroom, school cafeteria, gym, or on school grounds. - Trager Health Belief Model: First they must feel personally threatened by obesity Second they must believe that the benefits of taking the preventive action outweigh the perceived barriers to (and/or costs of ) preventive action
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