University of Guilan Journal of Sport Management and Development 2322-4800 15 3 2026 09 23 The Impact of Social Marketing Campaigns on Promoting Sport Activities Among Students The Impact of Social Marketing Campaigns on Promoting Sport Activities Among Students 129 152 8826 10.22124/jsmd.2025.30583.2985 FA Ehsan Tatari Department of Physical Education, Farhangian University, P.O. Box 14665_889, Tehran, Iran Mehdi Khatibzade Department of Physical Education, Farhangian University, P.O. Box 14665_889, Tehran, Iran Farid Pakzad Hasanloo Department of Physical Education, Farhangian University, P.O. Box 14665_889, Tehran, Iran 0000-0002-6531-6175 Rasool Norouzi Seyed Hoseini Associate professor of Sport Management, Faculty of Humanities, Department of Sport Sciences, Tarbiat Modares University, Tehran, Iran Journal Article 2025 05 06 <strong>Methodology</strong><strong>:</strong> The research was quasi-experimental, using experimental and control groups to measure behavioral outcomes. A 6-month social marketing campaign, titled "Elementary Energizers: Move, Play, Shine!", was implemented in the experimental group included attractive posters, short motivational animations, family sports festivals, an app design to record students' activities, group incentives and rewards for active students, healthy competition among classes, and various engaging events such as health celebrations and active recreation. Data collection tools included the Physical Activity Questionnaire for Children and Adolescents (PAQ-C), a researcher-made motor behavior checklist and a satisfaction assessment questionnaire.<br /><strong>Results</strong><strong>:</strong> Statistical analysis showed the experimental group had a significant increase in physical activity scores compared to the control group (p=0.014). A paired t-test showed significant icrease in physical activity in the experimental group (p=0.003). Analysis of covariance (ANCOVA) confirmed that the intervention group had a significant effect on post-test scores after controlling pre-test scores.<br /><strong>Conclusion</strong><strong>:</strong> The results showed social marketing campaigns can be effective in promoting healthy behaviors, including physical activity of children and adolescents. Parental involvement in the design and implementation of these campaigns played a key role in their success. <strong>Methodology</strong><strong>:</strong> The research was quasi-experimental, using experimental and control groups to measure behavioral outcomes. A 6-month social marketing campaign, titled "Elementary Energizers: Move, Play, Shine!", was implemented in the experimental group included attractive posters, short motivational animations, family sports festivals, an app design to record students' activities, group incentives and rewards for active students, healthy competition among classes, and various engaging events such as health celebrations and active recreation. Data collection tools included the Physical Activity Questionnaire for Children and Adolescents (PAQ-C), a researcher-made motor behavior checklist and a satisfaction assessment questionnaire.<br /><strong>Results</strong><strong>:</strong> Statistical analysis showed the experimental group had a significant increase in physical activity scores compared to the control group (p=0.014). A paired t-test showed significant icrease in physical activity in the experimental group (p=0.003). Analysis of covariance (ANCOVA) confirmed that the intervention group had a significant effect on post-test scores after controlling pre-test scores.<br /><strong>Conclusion</strong><strong>:</strong> The results showed social marketing campaigns can be effective in promoting healthy behaviors, including physical activity of children and adolescents. Parental involvement in the design and implementation of these campaigns played a key role in their success. https://jsmd.guilan.ac.ir/article_8826_15bad873be0f84431b52e293d0d39bda.pdf