Document Type : Research Paper
Authors
1 Department of Physical Education, Farhangian University, P.O. Box 14665_889, Tehran, Iran
2 Department of Sport Sciences, Tarbiat Modares University, Tehran, Iran
Abstract
Objective: This study sought to examine the impact of a social marketing campaign on enhancing physical activity levels among elementary school students (grades four to six) in Khorramabad, Iran
Methodology: 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.
Results: 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.
Conclusion: 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.
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