Strategies and practices in community-based campaigns promoting nutrition and physical activity

Rina Alcalay, Robert A Bell

Research output: Contribution to journalArticle

7 Scopus citations

Abstract

The strategies and practices employed in 50 communitybased nutrition and physical activity interventions are reviewed from the perspective of a four-stage social marketing model. Goals and objectives established at the research and planning stage were infrequently grounded in data and theory. At the strategy design stage, concept/message pretesting was uncommon. Most campaigns disseminated material products through several channels and activities. At the implementation stage, community members were regularly enlisted as collaborators and a majority of campaigns identified sustainability as a long-term goal. In the evaluation stage, summative research was most often based on quasi-experimental methods. Self-reported knowledge and behavior effects were often assessed; morbidity and mortality campaign effects were rarely considered. Suggestions are offered for improving the design and execution of future interventions.

Original languageEnglish (US)
Pages (from-to)2-15
Number of pages14
JournalSocial Marketing Quarterly
Volume7
Issue number4
DOIs
StatePublished - 2001

ASJC Scopus subject areas

  • Marketing
  • Economics and Econometrics

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