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Final presentation 12 10-12 6pm
1. Walk Your Way to
Health
Anjana Padmanabhan
Reem Aljawini
Brittany Allen
Lisa Meck
2. Campaign Goals & Target
Audience
Increase walking among working mothers between the
ages of 20 and 40 living in the Washington, D.C.
metropolitan area
Working mothers are defined as women whose youngest child is
younger than 18 years and who work 35 hours or more per week
3. Health & Behavioral Objectives
Contribute to preventing Cardiovascular Disease in
working mothers between the ages of 20 and 40 years
old living in the Washington, D.C. metropolitan area.
Increase the number of steps taken per day to at least
10,000 steps.
4. Theory of Planned Behavior
•Enhance positive • Control beliefs include
Personal beliefs about Normative • N/A -Not factors that might impede or
Beliefs Control facilitate walking.
walking. Beliefs targeting Beliefs • Enhance the facilitating
factors in our messages
• A working mom must
• By enhancing perceive that she has the
positive ability to increase her
Attitude Subjective • N/A -Not Perceived walking behavior.
beliefs, our target Behavioral
toward audience will form Norm targeting • Point out
behavior Control
a positive attitude opportunities, methods &
toward walking. places to increase walking.
Intention
More walking
5. Communication Objectives
Enhance positive attitudes about walking from X to X % over two
weeks. (Increase by 10%)
Enhance the belief that walking is convenient and beneficial to
your health from X to X% over two weeks. (Increase by 10%)
Enhance walking facilitating factors from X to X%. (increase by
10%)
Instill the belief that walking more is achievable from X to X% over
two weeks. (Increase by 10%)
6. Campaign Components
Text4Steps Messaging program
Geared to educating working mothers on the benefits of walking and empowering and motivating
them to incorporate healthy behaviors into their every day lives. The campaign will also work to
help them make, keep track of, and achieve personal walking goals
FitBit
A tool that will complement our text messaging program so that working mothers can track and log in their
daily steps and track their goals
Social Marketing/Media
Use Facebook and Twitter to promote our campaign and get working mothers to sign up for Text4Steps.
Pitch media to write articles on campaign
POLs
Identify and train POLs to promote and educate peers and colleagues about the campaign and benefits of
joining
Walking App
Integrates FitBit, Text messaging campaign and social media together so users can map their routes, track
their steps, get more tips, and share their progress with friends and family.
8. Text4Steps Pilot
Targeted four working mothers in Washington D.C. area with
young children who work more than 30 hours/week
Gave them a FitBit and sent them three text messages per
day for two weeks
Messages that introduced the campaign and it’s purpose
Tips and fitness information
Motivational messages
Questions about their goals and progress
Incentives for achieving their goals and rewards
9. Text4Steps Examples
Intro
Hello! We're glad you've decided to improve your health by walking. We're here to challenge, encourage & reward
you as you work towards your goals!
Health Information
Research shows that walking 10,000 steps a day improves health. Let's make this your daily goal over the next 2
weeks. Get ready for the challenge!
Instructions
You'll use your FitBit to track your steps each day. Also, you'll receive 3 texts per day. Std msg rates apply. To opt
out, text STOP.
Motivation
It may be hard at first to walk 10,000 steps per day, but you can do it. We will give you great tips and support to
make it worthwhile.
Fantastic! Click her for a coupon for $3 off your purchase at Sweet Green!
Tips
Busy day? That's ok. Try to take a few 2 minute breaks to stretch your legs. You’d be surprised how many extra
steps that adds.
Tracking
Good afternoon! How many steps have you taken so far? Text A for 1 to 3,000 steps; B for 3,001 to 6,000 steps or C
for more than 6000 steps.
Good morning! How do you feel about yesterday’s progress? Text BAD; OKAY or GREAT.
10. Text4Steps Pilot Feedback and Evaluation
75% of users were responsive to our bi-directional text messages
One reported that they did not like responding frequently and preferred messaging that would give tips
and motivation and health information
All users enjoyed using the FitBit as a motivating factor for increasing their daily steps
Users reported experiencing syncing problems with their FitBit online when trying to log in their daily
steps
Almost all of our users believed at the start of the campaign that walking 10,000 steps per day was a
difficult challenge
All of the users reported increasing their steps daily after the inception of the program and responded
to text messages positively
All users reported that they would recommend this program to others
Users already had positive attitudes and personal beliefs before starting the program
Strongest factors in improving daily steps taken are control beliefs and perceived behavioral control
11. Recommendations
Send more bi directional text messages
Create a sustained program beyond two weeks
Continue the use of FitBit or another self-tracking device
Work with our technicians to improve and enhance FitBit tracking performance
and syncing
If users have low personal beliefs initially, tailor messages to highlight health
benefits
More motivational messages with tips and strategies that will help improve
user’s low perceived behavioral control beliefs
More messages tailored to demonstrate the convenience of walking and
providing more ideas (i.e. walking venues, routes) to integrating walking into
their daily lives.
12. Questions?
References
U.S. Department of Labor. (2010). Annual social and economic supple-ment, current population
survey (Unpublished table: Employment status of women by presence and age of youngest child
March 1975-2009). Washington, DC: U.S. Bureau of Labor Statistics.
Notas do Editor
74 percent of mothers with young children work full-time outside the home. Working mothers are increasingly vulnerable to the effects of a sedentary lifestyle exacerbated by barriers (e.g., balancing work-life schedules and low self-efficacy) to physical activity (Source: U.S. Department of Labor, 2010).
AttitudePersonal beliefsControl beliefsPerceived behavioral control