Introduction to Social Marketing Lecture

The People’s Movement (Sheffield)
Aim: to encourage increased levels of
physical activity.
With the aim of encouraging and supporting people
to be more physically active and promoting a daily
target of at least 30 minutes exercise, this
intervention used ‘Stages of Change’ theory to
segment its audience and develop targeted
interventions for:
•Those already active and not requiring change
•The nearly active and ripe for change (low
hanging fruit)
•The inactive and hard to change