1. Walk Your Way to
Health
Anjana Padmanabhan
Reem Aljawini
Brittany Allen
Lisa Meck

2. Campaign Goals & Target
Audience
 Increase walking among working mothers between the
ages of 20 and 40 living in the Washington, D.C.
metropolitan area
 Working mothers are defined as women whose youngest child is
younger than 18 years and who work 35 hours or more per week

3. Health & Behavioral Objectives
 Contribute to preventing Cardiovascular Disease in
working mothers between the ages of 20 and 40 years
old living in the Washington, D.C. metropolitan area.
 Increase the number of steps taken per day to at least
10,000 steps.

4. Theory of Planned Behavior
•Enhance positive • Control beliefs include
Personal beliefs about Normative • N/A -Not factors that might impede or
Beliefs Control facilitate walking.
walking. Beliefs targeting Beliefs • Enhance the facilitating
factors in our messages
• A working mom must
• By enhancing perceive that she has the
positive ability to increase her
Attitude Subjective • N/A -Not Perceived walking behavior.
beliefs, our target Behavioral
toward audience will form Norm targeting • Point out
behavior Control
a positive attitude opportunities, methods &
toward walking. places to increase walking.
Intention
More walking

5. Communication Objectives
 Enhance positive attitudes about walking from X to X % over two
weeks. (Increase by 10%)
 Enhance the belief that walking is convenient and beneficial to
your health from X to X% over two weeks. (Increase by 10%)
 Enhance walking facilitating factors from X to X%. (increase by
10%)
 Instill the belief that walking more is achievable from X to X% over
two weeks. (Increase by 10%)

6. Campaign Components
 Text4Steps Messaging program
 Geared to educating working mothers on the benefits of walking and empowering and motivating
them to incorporate healthy behaviors into their every day lives. The campaign will also work to
help them make, keep track of, and achieve personal walking goals
 FitBit
 A tool that will complement our text messaging program so that working mothers can track and log in their
daily steps and track their goals
 Social Marketing/Media
 Use Facebook and Twitter to promote our campaign and get working mothers to sign up for Text4Steps.
 Pitch media to write articles on campaign
 POLs
 Identify and train POLs to promote and educate peers and colleagues about the campaign and benefits of
joining
 Walking App
 Integrates FitBit, Text messaging campaign and social media together so users can map their routes, track
their steps, get more tips, and share their progress with friends and family.

7. Campaign Timeline

8. Text4Steps Pilot
 Targeted four working mothers in Washington D.C. area with
young children who work more than 30 hours/week
 Gave them a FitBit and sent them three text messages per
day for two weeks
 Messages that introduced the campaign and it’s purpose
 Tips and fitness information
 Motivational messages
 Questions about their goals and progress
 Incentives for achieving their goals and rewards

9. Text4Steps Examples
 Intro
 Hello! We're glad you've decided to improve your health by walking. We're here to challenge, encourage & reward
you as you work towards your goals!
 Health Information
 Research shows that walking 10,000 steps a day improves health. Let's make this your daily goal over the next 2
weeks. Get ready for the challenge!
 Instructions
 You'll use your FitBit to track your steps each day. Also, you'll receive 3 texts per day. Std msg rates apply. To opt
out, text STOP.
 Motivation
 It may be hard at first to walk 10,000 steps per day, but you can do it. We will give you great tips and support to
make it worthwhile.
 Fantastic! Click her for a coupon for $3 off your purchase at Sweet Green!
 Tips
 Busy day? That's ok. Try to take a few 2 minute breaks to stretch your legs. You’d be surprised how many extra
steps that adds.
 Tracking
 Good afternoon! How many steps have you taken so far? Text A for 1 to 3,000 steps; B for 3,001 to 6,000 steps or C
for more than 6000 steps.
 Good morning! How do you feel about yesterday’s progress? Text BAD; OKAY or GREAT.

10. Text4Steps Pilot Feedback and Evaluation
 75% of users were responsive to our bi-directional text messages
 One reported that they did not like responding frequently and preferred messaging that would give tips
and motivation and health information
 All users enjoyed using the FitBit as a motivating factor for increasing their daily steps
 Users reported experiencing syncing problems with their FitBit online when trying to log in their daily
steps
 Almost all of our users believed at the start of the campaign that walking 10,000 steps per day was a
difficult challenge
 All of the users reported increasing their steps daily after the inception of the program and responded
to text messages positively
 All users reported that they would recommend this program to others
 Users already had positive attitudes and personal beliefs before starting the program
 Strongest factors in improving daily steps taken are control beliefs and perceived behavioral control

11. Recommendations
 Send more bi directional text messages
 Create a sustained program beyond two weeks
 Continue the use of FitBit or another self-tracking device
 Work with our technicians to improve and enhance FitBit tracking performance
and syncing
 If users have low personal beliefs initially, tailor messages to highlight health
benefits
 More motivational messages with tips and strategies that will help improve
user’s low perceived behavioral control beliefs
 More messages tailored to demonstrate the convenience of walking and
providing more ideas (i.e. walking venues, routes) to integrating walking into
their daily lives.

12. Questions?
References
U.S. Department of Labor. (2010). Annual social and economic supple-ment, current population
survey (Unpublished table: Employment status of women by presence and age of youngest child
March 1975-2009). Washington, DC: U.S. Bureau of Labor Statistics.