TY  - JOUR
PY  - 2014//
TI  - Social marketing: approach to cultural and contextual relevance in a community-based physical activity intervention
JO  - Health promotion international
A1  - Keller, Colleen
A1  - Vega-López, Sonia
A1  - Ainsworth, Barbara E.
A1  - Nagle-Williams, Allison
A1  - Records, Kathie
A1  - Permana, Paska
A1  - Coonrod, Dean
SP  - 130
EP  - 140
VL  - 29
IS  - 1
N2  - We report the social marketing strategies used for the design, recruitment and retention of participants in a community-based physical activity (PA) intervention, Madres para la Salud (Mothers for Health). The study example used to illustrate the use of social marketing is a 48-week prescribed walking program, Madres para la Salud (Mothers for Health), which tests a social support intervention to explore the effectiveness of a culturally specific program using 'bouts' of PA to effect the changes in body fat, fat tissue inflammation and postpartum depression symptoms in sedentary Hispanic women. Using the guidelines from the National Benchmark Criteria, we developed intervention, recruitment and retention strategies that reflect efforts to draw on community values, traditions and customs in intervention design, through partnership with community members. Most of the women enrolled in Madres para la Salud were born in Mexico, largely never or unemployed and resided among the highest crime neighborhoods with poor access to resources. We developed recruitment and retention strategies that characterized social marketing strategies that employed a culturally relevant, consumer driven and problem-specific design. Cost and benefit of program participation, consumer-derived motivation and segmentation strategies considered the development transition of the young Latinas as well as cultural and neighborhood barriers that impacted retention are described.<p />  <p>Language: en</p>
LA  - en
SN  - 0957-4824
UR  - http://dx.doi.org/10.1093/heapro/das053
ID  - ref1
ER  -