Evaluation of the Active Gloucestershire ‘Get Up, Get Out, Get Active’ social marketing campaign

Kilgour, Lindsey and Baker, Colin and Crone, Diane (2011) Evaluation of the Active Gloucestershire ‘Get Up, Get Out, Get Active’ social marketing campaign. Project Report. University of Gloucestershire, Gloucester.

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Abstract

Background Get Up, Get Out, Get Active (GUGOGA) is a social marketing campaign designed by Active Gloucestershire to promote physical activity within Gloucestershire. Methods A mixed-methods approach including a quantitative and qualitative component was employed. Data analysis was driven by a need to understand the attitudes, opinions and perceptions of the local professionals concerning the campaign and to investigate the perceived impact and perception of GUGOGA for people visiting the Active Gloucestershire website. Findings Qualitative data analysis revealed four key themes which encapsulated the perceptions of local professionals who had come into contact with the GUGOGA campaign. These represented a set of interrelated themes concerning the perceived effectiveness of campaign. These four themes identify the complexity of establishing and running social marketing campaigns. Conclusion Further evaluation is required to better understand the efficacy of the campaign in the longer term.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Schools and Research Institutes > School of Sport & Exercise
Research Priority Areas: Sport, Exercise, Health & Wellbeing
Depositing User: Colin Baker
Date Deposited: 23 Jun 2015 12:17
Last Modified: 23 Jun 2015 12:17
URI: http://eprints.glos.ac.uk/id/eprint/2392

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