14 Social marketing

Market research and analyses give sports providers important
information on concept development for measures to encourage
physical activity among children. Municipalities should
duly consider the findings of social marketing when planning
and implementing measures.

Social marketing can be defined as marketing for social issues and
targets. What is behind the concept of social marketing is the idea
that solutions to social problems are not found in behavioural
changes of individuals, change processes in social groups have to
take place.

In order to achieve an intrinsically motivated change in behaviour
in a target group and bring more activity into their everyday life a
municipality should make use of the tools social marketing offers.
The objective of social marketing strategies is

1. First of all getting as much information as possible on the needs
and ideas of the target group, children, for instance, with the
help of market research and analyses (e.g. studies by DIW
Berlin).

2. The next step (concept) should try to find a parallel between
these features and the product to be placed, i.e. more physical
activity.

To be successful on a long-term basis programmes and campaigns
should be oriented towards the advantages and expectations of the
stakeholders. The municipalities should find out specifically what
factors keep the target group from taking more exercise or viceversa,
what actually motivates them to more physical activity. The
needs of the children should also be incorporated in the concept,
implementation and realisation of opportunities of physical activity.
As many socio-economic groups as possible should be actively
involved, also ethnic minority groups.

Best Practice Rheinland-Pfalz (DE)

‘Spielleitplanung’

Children and adolescents need room to move and play –
outdoors, in the open air. In the last few decades this need
has been underrated in urban planning not only in the cities,
but also increasingly in smaller communities. To enable the
political decision-makers, planners and stakeholders involved
in youth and child welfare to make qualified and
structured contributions to the planning and creation of
suitable play areas, the State Rhineland-Palatinate developed
here a special strategy.

More information:
www.spielleitplanung.de