Integration of Social Marketing Elements in the Design of a Physical Activity Program for Preschoolers

Abstract

As obesity rates in young children continue to rise, the need for innovative nutrition- and physical activity-focused programs is apparent. With limited preschool obesity prevention efforts, a physical activity program, Food Friends Get Movin' with Mighty Moves™, has been developed to compliment a successful nutrition social marketing campaign, Food Friends®. Building off formative research findings, this article focuses on two other stages of the social marketing process – the strategy development and program development – and how elements of the marketing framework were integrated into the design of Mighty Moves. Input from children, teachers, and early childhood specialists greatly contributed to strategy refinement, solidification of the exchange principle, and program development. This information increased the likelihood that the intervention would affect the desired behavior change or product. Superhero graphics were developed for the program as well as creative and engaging program concepts and materials.