Sauvage-Mar Claire, Naylor Patti-Jean, Wharf Higgins Joan, VonBuchholz Helen
School of Exercise Science, Physical and Health Education, University of Victoria, Canada.
Public Health Programs, Island Health, Canada.
Prev Med Rep. 2019 Feb 8;14:100828. doi: 10.1016/j.pmedr.2019.100828. eCollection 2019 Jun.
Active transportation to school (ATS) is a recognized way to increase physical activity (PA). However, girls and young women do not regularly use ATS despite the many documented physical, mental, and community health benefits. Social Marketing (SM) may provide a framework for understanding girls' perspectives of and experience with ATS and inform messages for use in a public health marketing campaign. Focus groups with 79 girls between the ages of 7 and 15 were conducted in Spring 2017 in Victoria, Canada. Transcripts and poster data were initially categorized using the '4Ps' from social marking (Product, Price, Place and Promotion). Participant groups were segmented into three age categories for designing tailored messaging. Thematic analysis revealed elementary school aged participants identified health and fun while middle school participants valued socializing and helping the environment as reasons for engaging in ATS. For secondary school students, ATS was seen as a way to become more independent. All three highlighted fun and enjoyment as important benefits of ATS, and suggested positive and lighthearted messaging. Segmenting into different audiences highlighted how campaign segmentation would resonate with different audiences based on core values and beliefs. Further segmentation of the audience could result in different core values and beliefs held by diverse groups.
主动步行或骑车上学（ATS）是一种公认的增加身体活动（PA）的方式。然而，尽管有许多记录表明ATS对身体、心理和社区健康有益，但女孩和年轻女性并不经常采用这种方式。社会营销（SM）可能为理解女孩对ATS的看法和体验提供一个框架，并为公共卫生营销活动提供信息。2017年春季，在加拿大维多利亚对79名7至15岁的女孩进行了焦点小组访谈。访谈记录和海报数据最初使用社会营销的“4P”（产品、价格、地点和促销）进行分类。为了设计量身定制的信息，将参与群体分为三个年龄组。主题分析显示，小学年龄段的参与者认为健康和乐趣很重要，而中学参与者则重视社交和对环境的帮助，以此作为参与ATS的理由。对于中学生来说，ATS被视为一种变得更加独立的方式。所有三个年龄组都强调乐趣是ATS的重要益处，并建议采用积极、轻松的信息。根据不同受众进行细分突出了基于核心价值观和信念的活动细分如何与不同受众产生共鸣。对受众的进一步细分可能会导致不同群体持有不同的核心价值观和信念。
