St. Vincent Healthcare - Go Play!

Overview

Working in partnership with community and governmental groups and volunteers, as well as a communications/marketing professor and her students at Montana State University-Billings, St. Vincent Healthcare sponsored the “Go Play!” initiative in 2007. A 2006 Yellowstone County community health assessment had revealed poor community health compared with the rest of the state and the nation, as measured by citizen levels of physical activity and rates of childhood obesity and diabetes. The social marketing campaign’s goal was to promote motivation for outdoor activity and awareness of local trails and greenways. Campaign components included billboards, a kid-friendly trail map, TV spots, and a live community event encouraging outdoor activity. This effort was supplemented by work with community groups to sponsor “Walk to School” days, bike rides, and fun runs.

Impact

Research showed high levels of program awareness among parents and schoolchildren, as well as increased perceptions of the importance of outdoor activity. In addition, data has shown increased usage of bicycles as modes of transportation by both college and elementary school students, and increased support for expanding the city’s trail system.

Challenges/success factors

The campaign united multiple pre-existing community resources and events, reducing the time needed to launch the campaign. Leveraging partnerships throughout the community helped to reach populations who may be oblivious to marketing/information from the hospital.

Future direction/sustainability

Go Play has continued to evolve and partner with other community organizations well past the hospital’s initial involvement and has expanded ways to promote community awareness of and participation in walking and bicycling. Further, community partners are working with senior citizens around the state to develop a “senior-targeted” version of the Go Play campaign.

Advice to others

To make an impact on overall community health issues, package the message as an attractive and alluring idea. Make the message about doing what everybody wants to be doing rather than what everybody should be doing. Also, enlist groups who can help bring the message to the targeted demographic.

Contact: David Irion
Executive Director, St. Vincent Healthcare Foundation
Telephone: 406-657-7000
E-mail: david.irion@svh-mt.org