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The 130th Annual Meeting of APHA |
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The 130th Annual Meeting of APHA |
Mike Miller1, Amy Woodman1, Sarah E. Samuels, DrPH2, Amy M. Carroll, MPH2, Leslie Mikkelsen, MPH, RD3, Michelle Oppen, MPH, CHES4, and Gil Sisneros, MPH, CHES5. (1) Brown Miller Communications, 1114 Jones Street, Martinez, CA 94553, 925-370-9777, mike@brownmillerpr.com, (2) Samuels & Associates, 1204 Preservation Park Way, Oakland, CA 94110, (3) Prevention Institute, 265 29th Street, Oakland, CA 94611, (4) Cancer Prevention and Nutrition Section, Public Health Institute, 2168 Shattuck Ave, Suite 300, Berkeley, CA 94704-1307, (5) California Department of Health Services, Cancer Prevention and Nutrition Section, PO Box 942732, MS 662, 601 N. 7th Street, Sacramento, CA 94234-7320
PURPOSE: In order to further build a research foundation for the Cancer Prevention and Nutrition Section of the California Department of Health Services physical activity strategic marketing plan, 30 key informant interviews were conducted with local and statewide leaders from a variety of nutrition, recreation, faith, medical and health fields. METHODS: Working directly with the target audience of low-income women with children, interview contacts were sourced from groups already aligned with physical activity, such as New Balance Shoes, 24-hour Fitness and the Department of Parks and Recreation among others. Each interview involved discussion of the barriers to physical activity and the motivators, resources and tactics needed to create a successful community-based program locally and statewide. FINDINGS: To encourage or attract participation in physical activities, educators, nutritionists, retailers and program managers discussed campaigns that were entertaining, non-competitive, created a dynamic group setting and offered results. The discussions also addressed key motivators and barriers to physical activity participation, including: 1) motivation appeared to be driven by results, the desire to feel better, have more energy and look better, 2) the inclusion of children in activities also encouraged community participation in physical activity, 3) barriers to a physically active lifestyle focused on issues of time constraints and access, and 4) venues for community activity were found in many cases to be inaccessible to residents due to costs, location, safety or lack of transportation.
Learning Objectives: At the conclusion of the session, a participant in this session will be able to
Keywords: Physical Activity,
Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.