Review by Mike Freas in KIN 332 (section 1)Design to Move is a collaboration of over 70 groups that are beginning a marketing campaign to promote physical activity in America’s youth. The one company that is leading the charge is Nike. According to a recent study, children today are to have a five-year less life expectancy compared to their parents.
The results are alarming. The study found out that children between the ages of 9 to 5 become 75% less active in the United States. In addition, in the last 44 years physical activity is down 34% in the United States. Even more alarming is the fact that they predict this number to grow to 46% in 2030. The study also went into the financial impact of this growing problem. The study found that the direct cost of the inactivity would be a 113% increase in health care costs by 2030.
Nike and the other organizations involved are trying to create a program and a marketing approach to curtail the problem and promote physical activity in America’s youth. They believe that technology is not to blame but should encourage physical activity.
I believe this article relates to marketing in numerous ways. The article talks about the beginning stages of marketing plan to promote physical activity. They have now formed and organized the organizations involved to help promote it. They have done the research and are now setting goals to try to fix the problem. They are in the beginning stages of creating a marketing plan to do achieve this. They have begun to use many big organizations and well known brands to lead the charge. They have even begun to collect athlete and celebrity endorsements.
No comments:
Post a Comment