All-Star Dads

Increasing Men’s Physical Activity Through Cooperative Extension

Programming

Thank you to • Rosie Allen, Peggy Powell, Cheryl Case, Daniel Wilson

Chuck Stamper, Derek Feldman, Mark Swanson, and Laura Stephenson

• Rusty Manseau, Graphic Artist• University of Kentucky• School of Human Environmental Sciences• College of Public Health• Health Education through Extension Leadership (HEEL)• Department of Family and Consumer Sciences (FCS)

• In 1920, women outlived men by an average of one year

• Currently, the national average has women outliving men by 5 years

Why? It’s because men:• Die younger—and in greater numbers—of heart

disease, stroke, cancer, diabetes, and many other diseases

• Don’t take care of themselves as well as women do• Are more likely to engage in unhealthy behavior• Don’t seek medical attention when they need it• Are less likely to have health insurance• Are more likely to work in dangerous occupations

• 2008 needs assessment of Kentucky Family and Consumer Sciences (FCS) Extension and Health Education through Extension Leadership (HEEL) programs

• Deficient in areas devoted to men’s health within CES programming

• Developed a work group of researchers in UK Departments of Health Behavior, Kinesiology and Health Promotion, School of Human Environmental Sciences, and Extension agents from Wolfe, Montgomery, Harrison, and Gallatin Counties

• Based on interests, expertise, and background data, we decided to focus on improving men’s physical activity levels in Kentucky

• Utilizing the well-developed strategy of Social Marketing

Cooperative Extension agents are viewed as credible sources of information

As a result of their community linkages Cooperative Extension professionals reach a broad array of audiences

Traditional Audiences of FCS Extension Programming

Traditional Extension audiences know about Cooperative Extension, and choose to be involved

The traditional audience has been involved in Extension programs over a period of years

Traditional extension outreach methods– Face to face delivery– Newsletters– Educational objective/lesson plan driven– General messages used for all audiences

Social Marketing is defined as:• A process that applies marketing principles

and techniques to create, communicate, and deliver value in order to influence a target audiences’ behavior

• Customer – orientation is critical• All four P’s are considered – Product, Price, Place, and Promotion

• Market research is key to success• Results are measured for improvement

Similar to Commercial Marketing

• Not looking for financial gain – looking for societal benefits

• Not looking to sell goods or services – looking to change behavior

• Unlike commercial marketing, messages are usually different from “competitors”

Different from Commercial Marketing

– Audience orientation – learn about your “customers”

– Audience segmentation – tailor campaign towards a specific audience

– Focus on behavior– Exchange – offer the audience something they

want in exchange for the behavior

Key concepts in social marketing

Part 1 – Focus Groups

• Used to help select and understand who and what

• Six focus groups in three counties– One group each with 25-40 years old and 41-55 years

old in each county– Focus groups conducted by male researchers

• Analysis strongly suggested the theme and direction

Formative Research: Focus Groups

• Family responsibility• Setting physical activity as a priority• Financial limitations

Three Main Areas of Focus

Family responsibilities were:

• A barrier to physical activity because it takes time from their children“… for me it depends on how much of that physical activity requires me to be away from home or away from them [the kids] in general.”

• An opportunity to be physically active because their children engaged them“… my interest just fell away from physical activities … [but] I still do physical activities with the kids, you know … Whether I want to or not, they kind of, I have no choice, I gotta chase them down and make sure they’re staying out of trouble… But most of the time, I ride a little bikes here and there with them, and go fishing a lot with them… We swim all the time… That’s about the most physical activity I do anymore is swimming with them.”

Research shows that children with involved fathers:

• do better in school• more likely to graduate high school• have more friends • less likely to smoke, abuse drugs or alcohol, engage in risky

behavior, start having sex early, or become teen parents.

Physical activity as a priority– Range of barriers were discussed (time, weather,

sedentary activities), many respondents agreed that the issue is more setting physical activity as a priority.

Financial Issues• Lack of resources to participate in extracurricular activities

• Working multiple jobs to support family decreased time for physical activity

• Employer sponsored incentives would increase physical activity, i.e. discounts on health insurance for those

who maintain health indicators

Part 2 – Program Development and Implementation

• Focus on men’s physical activity with their children.• Identify father/child activity opportunities that already exist in

the communities• Identify father/child activity opportunities available at low or

no cost• Develop a community-wide marketing campaign to encourage

father/child activity

Strategy Development

Tools• Ads• Scorecard• Kick-off• Dice• Yardsign• Website

Focus on men’s physical activity with their children

• Successes• Challenges

Identify father/child activity opportunities that already exist in the project communities

• Successes • Challenges

Identify father/child activities that are low or no cost within the community

• Successes• Challenges

Develop a community marketing campaign to promote father/child interaction and involvement in physical activity

• Successes• Challenges

Pilot Data

• 149 cards were turned in • Each card totaled a 600 minutes or 10 hours of

physical activity• Multiple cards per family• Variety of physical activities

All-Star Dads Future Development

Different counties – statewide?Discussions of where we should place materials

in countiesEngaging other Cooperative Extension Agents

Lessons Learned• What works for one community will not

necessarily work for another• Message development is a critical component• Focus groups will need to continue throughout

the project to ensure that the message is out there

• Reducing price/changing product to fit with existing extension activities

• Audience: 1. Males –not a traditional audience 2. The framework of social marketing allowed the agents

to gain a deeper understanding of the perceptions of the male participants

• Focus on Behavior: 1. The concept of developing a tailored message 2. Time consuming and required different perspectives,

skills, and thought processes than the more traditional educational approaches followed by Extension.