title: Social marketing: approach to cultural and contextual relevance in a community-based physical activity intervention.
abstract: We report the social marketing strategies used for the design, recruitment and retention of participants in a community-based physical activity (PA) intervention, Madres para la Salud (Mothers for Health). The study example used to illustrate the use of social marketing is a 48-week prescribed walking program, Madres para la Salud (Mothers for Health), which tests a social support intervention to explore the effectiveness of a culturally specific program using 'bouts' of PA to effect the changes in body fat, fat tissue inflammation and postpartum depression symptoms in sedentary Hispanic women. Using the guidelines from the National Benchmark Criteria, we developed intervention, recruitment and retention strategies that reflect efforts to draw on community values, traditions and customs in intervention design, through partnership with community members. Most of the women enrolled in Madres para la Salud were born in Mexico, largely never or unemployed and resided among the highest crime neighborhoods with poor access to resources. We developed recruitment and retention strategies that characterized social marketing strategies that employed a culturally relevant, consumer driven and problem-specific design. Cost and benefit of program participation, consumer-derived motivation and segmentation strategies considered the development transition of the young Latinas as well as cultural and neighborhood barriers that impacted retention are described.
authors.affiliation: *Corresponding author. E-mail: colleen.keller@asu.edu.
authors.forename: Colleen
authors.initials: C
authors.lastname: Keller
authors.forename: Sonia
authors.initials: S
authors.lastname: Vega-López
authors.forename: Barbara
authors.initials: B
authors.lastname: Ainsworth
authors.forename: Allison
authors.initials: A
authors.lastname: Nagle-Williams
authors.forename: Kathie
authors.initials: K
authors.lastname: Records
authors.forename: Paska
authors.initials: P
authors.lastname: Permana
authors.forename: Dean
authors.initials: D
authors.lastname: Coonrod
mesh_terms: D000293:Adolescent; D000328:Adult; D019058:Community Networks; D003469:Culture; D015444:Exercise; D005260:Female; D005783:Gender Identity; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D017058:Mexican Americans; D009042:Motivation; D040241:Social Marketing; D015430:Weight Gain; D055815:Young Adult