Exploring mental health beneftis of physical activity using a social marketing approach in community settings
Following on from the 'positive steps' and 'Social Marketing and Mental Health work within the West Midlands (see report below), this project was designed as a scoping exercise within two segmented population groups (adults living in a deprived community and older adults) to identify ways of marketing physical activity for its mental health benefits. The aims were threefold:
- Explore the perceptions within two segmented groups relating to mental health and associated benefits of physical activity and exercise.
- Identify barriers associated with physical activity participation.
- Identify ways of ‘selling’ physical activity for its mental health benefits.
What project participants said about how the mental health benefits of physical activity
“Build your confidence” Have a laugh with your family” “Jumping for joy” “Get up and out” “Make new friends” “Come and join the fun” “Something for the family to do” “Physically fit. Mentally well” “Active minds, better health” “Exercise doesn’t have to be hard” “Improve your life” “An active mind takes the stress out of your life”
“[it] gets you out of your depressions” “exercise makes you more alert” “relaxing afterwards, you feel better” “you’ve got company, you see different people” “we meet people we didn’t know, it creates a community” “you feel pleased with yourself for making the effort”
Click here for the Executive Summary report and click here for the full report including recommendations for further work.
In 2007, CSIP North West and West Midlands Regions hosted a seminal seminar on social marketing and mental health.
The aim of the event was to explore:
- the principles of social marketing and its application to mental health improvement,
- evidence on ‘positive steps’ for mental health
- what works in marketing mental health messages, and
- opportunities for development of practice.
The report 'Social Marketing and Mental Health Briefing' provides a summary of key themes and debates from this event.
Appendix One of the report includes the event programme and the seminar outcomes.