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Social Marketing

• Promoting Activity Toolkit Flyer
  The Promoting Activity Toolkit is a cross-government project which makes it quicker, easier and cheaper to run social marketing campaigns for sport and activity....
• A Review of the Effectiveness of Social Marketing Physical Activity Interventions
  A review paper by the Institute for Social Marketing, University of Stirling and The Open University into the effectiveness of social marketing approaches in increase levels of physical activity and knowledge of the benefits, and dangers of inactivity. The review was published in 2006 and forms part of work contributing to the independent National Review of health-related programmes and social marketing campaigns.
• Exploring mental health benefits of physical activity using a social marketing approach in community settings
  Report commissioned by NHS West Midlands Regional Development Centre, who worked jointly with West Midlands Physical Activity Network on identifying ways of marketing physical activity for its mental health benefits using a social marketing approach.
  
  The researchers worked with two groups, adults living in a deprived community and older adults. The importance of family as a focal point for activity came out very strongly for the former group as did social contact, maintaining independence and cognitive function for older adults.
  
  
• Promoting PA toolkit
  The toolkit has been developed to aid us in marketing physical activity benefits and opportunities to “contemplators” and Make Sport Fun have utilised several information sources to develop these tools, including Sport England’s Market segmentation data and commuting segmentation data from Transport for London.
  
  The toolkit itself can be seen at www.promotingactivitytoolkit.com/ and is integrated with the Change4Life campaign.