Increasing physical activity among Indonesian adolescents: a social marketing intervention reflection

Abstract

Purpose

This paper aims to provide an overview of a social marketing intervention that aimed to increase physical activity (aligned to UN SDG 3) among adolescents in Bali, Indonesia.

Design/methodology/approach

Three sequential phases were followed to deliver the social marketing intervention. Phrase 1 (formative research) gained insights that guided a subsequent social marketing intervention. Phase 2 (pilot intervention) gathered preliminary results, to support the development of the final intervention. Phase 3 (intervention) evaluated the effectiveness of the two-month social marketing intervention.

Findings

The results from the intervention tested in this paper identified significant behaviour change in physical activity, demonstrating the effectiveness of the intervention. Furthermore, the paper identifies which intervention inputs contribute to behaviour change and which do not.

Research limitations/implications

This paper describes the outcomes from an eight-week pilot programme that aimed to increase rates of physical activity for Indonesian adolescents and provides early evidence of impact.

Practical implications

This study found that providing adolescents with the opportunity to play team sports increases physical activity behaviour.

Originality/value

There is a lot of ground that needs to be made in terms of designing programs capable of achieving impact in the Global South. The approach reported in this paper can serve as a best-practice model for researchers wanting to drive lasting behaviour change to overcome known inequities in the Global South.

Citation

Schmidtke, D.J., Nguyen, M. and Rundle-Thiele, S. (2024), "Increasing physical activity among Indonesian adolescents: a social marketing intervention reflection", European Journal of Marketing, Vol. 58 No. 7, pp. 1793-1805. https://doi.org/10.1108/EJM-05-2023-0416