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March 31, 2011Oceans of Opportunity: AAPHERD 126th National Convention & Expo
FROM BUSY BEES TO KIDS GONE GAMING:
Understanding What Motivates Young Teens to be
Physically ActiveEllen LaPointe, Vice President, Strategic Partnerships
ABOUT USNon-profit founded in 2001 by Pam Omidyar
DISEASE PORTFOLIOCancerObesitySickle Cell DiseaseMajor Depressive DisorderAutism
MISSIONCombine rigorous research with innovative solutions to improve the health and quality of life of young people with chronic illness
RESEARCH INNOVATION CUSTOMER INPUT
Determine underlying psychology
Identify behavioral targets
Develop fun, effective interventions
HOPELAB’S APPROACH
RATIONAL ENGINEERING
Tate R, Haritatos J, Cole S. HopeLab’s approach to Re-Mission. IJLM 2009; 10.1162/ijlm.2009.0003.
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GETTING YOUNG TEENS
MORE
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REGARDLESS OF WEIGHT LOSS, PHYSICAL ACTIVITY:
• Reduces risk of type 2 diabetes, heart disease, stroke, some cancers
• Improves mental and physical well being
DRAMATIC INCREASE IN SEDENTARY BEHAVIOR
TEACHABLE AGE
GREAT TIME TO ESTABLISH HEALTHY LIFELONG BEHAVIORS
WHY PHYSICAL ACTIVITY?
WHY YOUNG TEENS?
PRECIPITOUS DROP IN PHYSICAL ACTIVITY BETWEEN AGES 9 – 151
1Nader P, Bradley R, Houts R, McRitchie S, O'Brien M. Moderate-to-vigorous physical activity from ages 9 to 15 years. JAMA 2008;300(3):295-305. 7
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SEEK DIRECT INPUT FROM YOUR TARGET AUDIENCE
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CALIFORNIA
GEORGIA
ILLINOIS
IOWA10
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WHAT DRIVES YOU TO BE MORE OR LESS ACTIVE?• What do you care about?• What barriers do you face that keep you from being active?• What’s the most fun thing you’ve ever done? • Describe a typical day…
We asked young teens:
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• Copious notes• Photos• Synthesis workshops
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We looked for patterns…
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BORN TO RUNB
EH
AV
IOR
AL
PR
OFI
LES• Naturally gifted athletes
• Sports provide meaning and self-esteem
• Gain public recognition for performance
“I like playing sports on a team. It’s like getting your hair braided. You don’t want to be the only one at school with braided hair.”
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BUSY BEESB
EH
AV
IOR
AL
PR
OFI
LES• Diverse interests and activities
• Highly scheduled
• Good self-esteem
• Strong support network
“I started taking swimming lessons when I was young, then I joined the Y swim team, and now I do pretty well.”
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OUT AND ABOUTB
EH
AV
IOR
AL
PR
OFI
LES• Often outside away from home
• Bicycling/skateboarding is both hobby and transportation
• More interested in individual activity than team sports
“My parents don’t talk to me about going outside. I’m always outside. I’m barely home.”
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SAVED BY SPORTSB
EH
AV
IOR
AL
PR
OFI
LES• Heavier boys
• Have found meaning through sports that value heavier body types, particularly football
• Higher self confidence and body comfort due to sports
“I want to play football in high school so I’m lifting weights to get ready for tryouts.”
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SAVED BY SUPPORTB
EH
AV
IOR
AL
PR
OFI
LES• Heavier boys and girls
• May have lower self-esteem and body and comfort
• Strong family support
• Committed to being active and healthy as a family
“We’re trying to be fit as a family.”
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OPTING OUTB
EH
AV
IOR
AL
PR
OFI
LES• Not highly motivated to do traditional exercise, PE
• Generally lower support network
• May be image conscious
• May identify more with music-based activity
“In PE all I do is sit on the bleachers. I don’t want to get all sweaty or mess up my hair.”
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MISSING OUTB
EH
AV
IOR
AL
PR
OFI
LES• Home alone after school
• May take care of younger siblings or be babysat by older sibling
• Overextended, working parent(s)
• Would like to be more active but aren’t able to
“I want to go to the park and play volleyball and soccer…but my mom won’t let me play outside.”
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GONE GAMINGB
EH
AV
IOR
AL
PR
OFI
LES• Not highly motivated to do traditional exercise or sports
• Spend significant time doing online or console gaming
• May struggle socially
“I’m slightly athletic. I don’t want to be so fat I can’t walk, but I also don’t like running around.”
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BEHAVIORAL PROFILES
Young teen girls most at risk for sedentary
behavior; African-Americans, Latinas in
particular (Pediatrics 1999, NEJM 2002, JAMA 2008)
ACTIVE
SEDENTARY
MO
RE A
T R
ISK L
ES
S A
T R
ISK
OUT & ABOU
TSAVED
BY SUPPO
RT
SAVED BY SPOR
TS
BUSY BEE
BORNTO
RUN
GONE GAMIN
G
MISSING OUT
OPTING OUT
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PROFILES IN ACTION
BehavioralProfiles
Determining target audience
Developing interventions
Selecting tools to support programs
Supported in part by:
meet zamzee.An online rewards platform
powered by physical activity that
motivates kids to move more
KEY FEATURES
• Self-selected incentives via the Zamzee website
• Optimized measurements with Zamzee device
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HOW ZAMZEE WORKS
“In PE all I do is sit on the bleachers. I don’t want to get all sweaty or mess up my hair.”
“I want to go to the park and play volleyball and soccer…but my mom won’t let me play outside.”
OPTING OUT
MISSING OUT
RANDOMIZED CONTROLLED STUDIES
• 6 studies evaluating efficacy, rewards optimization
• 350+ participants
• 10,000 days recorded
RESULTS
• Zamzee increases MVPA by ~30%
• Gain persists at least 12 weeks
NEARLY A MARATHON A MONTH!
ZAMZEE RESULTS
KEY TAKE-AWAYS• Be clear on goals• Spending time with customers can provide valuable
insights on how to meet those goals• Document interactions and look for patterns• Create profiles to keep customers top-of-mind and
guide decision-making
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Zamzee launches in 2011
www.zamzee.com