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Article
Jumpin’ Jacks: Social Marketing Campaign Aimed to Increase Awareness of Healthful Behavior in South Dakota Fourth Grade Students
Journal of Human Sciences and Extension
  • Megan N. Olesen, South Dakota State University
  • Kendra Kattelmann, South Dakota State University
  • Jessica Meendering, South Dakota State University
  • Suzanne Stluka, South Dakota State University
Document Type
Article
Publication Date
6-1-2016
Keywords
  • social marketing,
  • child,
  • obesity prevention,
  • service learning,
  • nutrition,
  • physical activity
Abstract

This study investigated the influence of utilizing a collegiate mascot as a marketing tool for the promotion of fruit and vegetable intake and physical activity among 4th grade students. The program utilized service learning and formative research for the development of a social marketing campaign comprised of nutrition education and brand marketing. A pre-test/post-test design was used to measure fruit and vegetable intake and physical activity in participants in intervention and control schools. Awareness and understanding of the campaign was assessed post-intervention. There were no changes in fruit and vegetable intake or physical activity. However, 91% of the intervention students were able to correctly report understanding of the campaign messages, and approximately one-third of the participants were able to recall the campaign without any prompts. Results demonstrated how a social marketing campaign can utilize branding techniques to bring about awareness, which is an essential step in initiating behavior change.

Pages
14
Type
text
Format
application/pdf
Publisher
School of Human Sciences at Mississippi State University
Rights
Copyright © the Authors
Creative Commons License
Creative Commons Attribution-Noncommercial-No Derivative Works 3.0
Citation Information
Megan N. Olesen, Kendra Kattelmann, Jessica Meendering and Suzanne Stluka. "Jumpin’ Jacks: Social Marketing Campaign Aimed to Increase Awareness of Healthful Behavior in South Dakota Fourth Grade Students" Journal of Human Sciences and Extension Vol. 4 Iss. 2 (2016) p. 20 - 33
Available at: http://works.bepress.com/suzanne-stluka/3/