Branded Physical Activity
The Rescue SCG Approach
Rescue SCG’s approach to promote youth physical activity focuses on integrating all five evidence-based MAPPS strategies, which includes Media, Access, Point of Purchase, Price, and Social Support. We base our Branded Physical Activity (BPA) strategy on academic research and experiences from new approaches such as the VERB™ campaign.
Rescue SCG’s BPA strategy strongly corresponds to Media and Social Support & Services Strategies of the MAPPS framework. It focuses on creating more opportunities for youth to engage in specific physical activities and promoting those specific activities while simultaneously increasing social support of the physical activity within the local community. Rather than promoting physical activity in general, we identify informal physical activities that appeal to young people but are not currently organized to the extent of high school sports. Then, we introduce organization and competition into the environment, help community members facilitate youth participation, and finally, promote the physical activity to youth. The strategy is designed for both high school-age (teens) and middle school age (tweens) youth.
Components of Full-Service Intervention Management
Rescue SCG is able to lead the implementation of a Branded Physical Activity (BPA) in your local community with local staff and partners.
Rescue SCG begins with expeditious formative research that provides specific recommendations, including physical activities that currently appeal to inactive youth and partners who might be best suited to support implementation. Following the research process, we coordinate with local partners, establish local staff, and brand the physical activity. Next, launch kits are developed and local partners are encouraged to form teams. Concurrently, on-the-ground and media promotions begin to increase interest in the physical activity. Rescue SCG delivers messaging through brand ambassadors, direct mail, web, and street marketing, while a local advertising agency partner places TV, radio, outdoor media, and print media.
Branded Activity & Launch Kits – Physical activities are branded separately to increase the number and diversity of sustainable opportunities for youth participation. For each branded physical activity, a launch kit is designed to help local partners launch teams. Local partners include schools, parks, community centers and faith-based organizations.
Competitive League – A competitive league is formed to create incentive for local youth to be active. Competitive events are hosted throughout the year. Inviting peers and community members to watch increases the relevance, importance, and awareness of the activity. Rescue SCG manages the initial launch, but works with local partners for long-term sustainability.
Database Marketing – Mailing lists of inactive teens are compiled and direct mail advertisements are sent to reinforce the behavior change message between competitions. These materials increase the social status of the physical activity by publicizing teams and winners.
Supplementary Traditional Media – TV, web, radio, outdoor media, and print media are used to promote the physical activity AFTER a system is in place to support increased participation and sustained participation. Typically, Rescue SCG manages web strategies, while a local ad agency places TV, radio, outdoor and print media.
Process evaluation is based on competition participation, registered teams, web traffic, mailing list sign-ups, and periodic surveying, while outcome evaluation can be conducted through the Youth Risk Behavior Survey.1 Rescue SCG provides a logic model, sample survey instruments, and impact timeline to assist with evaluation planning.
The Branded Physical Activity strategy is designed for long-term sustainable change. Thanks to the new league-style infrastructure, media marketing increases the relevance of the physical activity and encourages partners to participate. Once funding decreases, the league can be sustained through the participating teams. Even though marketing media ends, the physical activity is established to a similar level with organized high-school sports and no longer needs promotion to generate participation.
