Social Marketing
Nutrition and Physical Activity


Scenario 23


"We've finally completed our formative research. The focus groups went well and I think we got some really good information from our conversations with parents and their children, not to mention the data we collected from our observations and key informant interviews. We decided to narrow the age range of the children in our target audience to ages 4—7 for several reasons

  • Starting school seems to be a good transition time when children are open to making changes.
  • They're older than toddlers and infants and can respond to behavior change strategies.
  • We've got some national formative research on this age group.
  • Other interventions have been successful for children in this age range.

A summary report (PDF-61k) is part of what we gave our coalition members. This shows the most pertinent information we hope they'll use in helping us make decisions in the next phase."