Jumpin’ Jacks: Social Marketing Campaign Aimed to Increase Awareness of Healthful Behavior in South Dakota Fourth Grade Students

• Main Authors: Megan N. Olesen, Kendra Kattelmann, Jessica Meendering, Suzanne Stluka
• Format: Article
• Language: English
• Published: Mississippi State University 2016-06-01
• Series: Journal of Human Sciences and Extension
• Subjects: social marketing; child; obesity prevention; service learning; nutrition; physical activity
• Online Access: http://media.wix.com/ugd/c8fe6e_206d2534018342a6b892331f3f6b98e5.pdf

This study investigated the influence of utilizing a collegiate mascot as a marketing tool for the promotion of fruit and vegetable intake and physical activity among 4th grade students. The program utilized service learning and formative research for the development of a social marketing campaign comprised of nutrition education and brand marketing. A pre-test/post-test design was used to measure fruit and vegetable intake and physical activity in participants in intervention and control schools. Awareness and understanding of the campaign was assessed post-intervention. There were no changes in fruit and vegetable intake or physical activity. However, 91% of the intervention students were able to correctly report understanding of the campaign messages, and approximately one-third of the participants were able to recall the campaign without any prompts. Results demonstrated how a social marketing campaign can utilize branding techniques to bring about awareness, which is an essential step in initiating behavior change.