Practice Theory Insights for Evolved Social Marketing: Advancing the Efficacy of Physical Activity Policy and Intervention for ‘Better Health’


Session Overview

In this presentation from the 2020 GovComms Festival, Dr. Fiona Spotswood from the University of Bristol joins us from the UK to discuss her extensive research into advancing the efficacy of physical activity policy and intervention for ‘Better Health’.

In her research, Dr. Spotswood looked at the effects of the UK Government’s social marketing campaign that aimed to improve exercise during the pandemic. In her research she found that mothers from low socio-economic areas in particular were not responding to the campaign, still not being motivated to exercise.

Watch this important and relevant presentation to understand the importance of researching and understanding the needs of your target audience when creating a social marketing campaign that is effective for all relevant audiences.

After watching this video, you will

  • Learn about the research undertaken by Dr. Spotswood into mothers’ physical well-being in the UK.
  • Understand the role that social marketing can play when linked with physical activity research.
  • Know how Dr. Spotswood’s research can be utilised in relation to the COVID-19 pandemic.

Please note that this is a recording of a live presentation.