A stakeholder process evaluation of a social marketing walking intervention targeting children

Schuster, Lisa, Kubacki, Krzysztof, & Rundle-Thiele, Sharyn (2014) A stakeholder process evaluation of a social marketing walking intervention targeting children. In 23rd Annual Social Marketing Conference, 20-21 June 2014, Sheraton Sand Key, Clearwater Beach, FL.


One quarter of Australian children are overweight or obese (ABS, 2010), putting them at increased risk of physical and psychological health problems (Reilly et al., 2003). Overweight and obesity in childhood tends to persist into adulthood and is associated with premature death and morbidity (Reilly & Kelly, 2011). Increases in Australian children’s weight have coincided with declines in active transportation, such as walking, to school (Salmon et al., 2005). To address this problem, the Victorian Health Promotion Foundation (VicHealth), which is an independent statutory authority which advises government and contributes to promoting good health in Victoria (VicHealth, 2014), developed the Walk to School program. Walk to School aims to encourage primary school children in Victoria to walk to and from school more often. Walking to school is a low cost and effective means of reducing excess weight (Rosenberg et al., 2006) that can be easily integrated into daily routine (Brophy et al., 2011). The purpose of this paper is to present the results of the stakeholder process evaluation of Walk to School 2013, which forms part of a broader outcome evaluation that is currently in field. Although there is an emphasis on outcome evaluation of programs, process evaluation can be equally important in determining program success (Saunders et al., 2005). Further, process evaluation to assess program delivery and utilization is explicitly recommended by two social marketing frameworks (see Lefebvre et al., 1988; Walsh et al., 1993).

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ID Code: 82087
Item Type: Conference Paper
Refereed: Yes
Keywords: Process Evaluation, Social Marketing, Active Transportation, Children
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2014 [Please consult the author]
Deposited On: 02 Mar 2015 01:49
Last Modified: 02 Mar 2015 21:40

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