This aims of this project are twofold (I) to examine the feasibility of using a Bait-and-Tease stealth marketing intervention to increase office-based employees’ physical activity and reduce sedentary time in the workplace and (ii) to conduct a pilot to assess the potential of the study for large-scale study implementation.
The stealth marketing intervention used environmental and sustainability messages in office environments emphasising pro-environmental behaviour. Advertising in the form of posters included messages about saving energy by not using lifts and recycling. Environmental champions or ambassadors were recruited to support and reinforced the messages.
Observations of the distances and time walked in response to the environmental messages were recorded and compared to baseline physical activity measures.
Preliminary findings showed that physical activity increased through responses to pro-environmental behaviours messages and in post-study workshops participants considered it to be an acceptable and necessary way to promote environmental messages with a benefit for raising physical activity levels.
Meet the Principal Investigator(s) for the project
Professor Louise Mansfield - Career History
Louise Mansfield is Professor of Sport, Health and Social Sciences and Research Lead for Welfare, Health and Wellbeing in the Institute of Environment, Health and Societies. Her research focuses on the relationship between sport, physical activity and public health and wellbeing. She is interested in partnership and community approaches in sport and physical activity and issues of health, wellbeing, inequality and diversity. She has led research projects for the Department of Health, Youth Sport Trust, sportscotland, Economic and Social Research Council, Medical Research Council, Macmillan Cancer Support, Public Health England and Sport England. She sits on the editorial boards for Leisure Studies, Qualitative Research in Sport, Exercise and Health and the International Review for the Sociology of Sport and is Managing Editor of Annals of Leisure Research. Louise is known for is known for developing evidence to inform policy and practice.
Related Research Group(s)
Marketing and Corporate Brand Management - Our research-active faculty are engaged in cutting-edge applied scholarship across a broad spectrum of marketing areas.
Health and Wellbeing Across the Lifecourse - Inequalities in health and wellbeing in the UK and internationally; welfare, health and wellbeing; ageing studies; health economics.
Project last modified 13/08/2021