Guy-UycoLaysaMacob - Project10minsweat Group Report PDF

Project #10minsweat
Get activated.
Section B - Group 3 Report

Guy-Uyco, Chastine Grace
Laysa, Maria Clarissa
Macob, Johanne Margarette
DEVC208 Social Marketing and Social Mobilization for Development

December 2014
Guy-Uyco, Laysa, Macob | DEV208 SocMar SocMob for Devt | Project #10minsweat | Dec 2014
Table of Contents
Program Background
Implementation Period
Social Marketing Objective
Social Marketing Product
Figure 1. Core workout blocks that comprised the daily exercise sets.
Figure 2. Daily program schedule.
Analysis of Project #10minsweat
Project Implementation
Website
Youtube videos
Other social media channels
Prize announcement
After the challenge
Results and Barriers

On the part of the social marketers
On the part of the participants
Other factors
Aspects for Improvement
Conclusion
Appendices
10
Appendix A - Website
11
Appendix B - Facebook Page
12
Appendix C - Instagram Account
13
Appendix D - Twitter Account
14
Appendix E - Youtube Channel
15
Program Background
Project #10minsweat is a social marketing program whose underpinnings are the
personal experiences of its prime movers. Imagine a young professional leading a
sedentary lifestyle sits in front of the computer for 9 hours a day in the workplace and
additional 3 hours at home for catching up on social media accounts an everyday
routine by force of habit and need contributing to lack of significant physical activity.
Sedentary lifestyle happens everywhere. Project #10minsweat advocates that young
professionals do physical activities to maintain good health, at least 10 minutes every
day.
Implementation Period
November 1-30, 2014
Social Marketing Objective

With the interplay of sedentary work habits and the technology-driven leisure activities,
Project #10minsweat advocates the long-term health benefits of adopting an active
lifestyle. The program targets the adoption of its product as a lifestyle change towards
higher work productivity and balanced living.
This program aims to solicit the commitment of young professionals to undertake the
30-day challenge of doing 10-minute daily exercises. After one month, at least 100
Filipino young professionals aged 20-40 years old have changed from a sedentary
lifestyle to an active one by adopting Project #10minsweat as part of their daily routine.
Social Marketing Product

Project #10minsweat markets a 30-day program of 10-minute daily exercise sets of
curated workout moves through all social media platforms Youtube, Facebook,
Twitter, Instagram, Website.
Figure 1. Core workout blocks that comprised the daily exercise sets.
Figure 2. Daily program schedule.
Analysis of Project #10minsweat

Project Implementation
Project #10minsweat was implemented as a 30-day challenge that started on November
1 and ended on November 30. Participants were supposed to tune in to our social
media accounts for each days work-out details.
Weekend workouts were comprised of a Run Day and a Yoga Day. Weekday workouts
were comprised of high-intensity 10-minute workout routines. These routines (as shown
on Figure 1) consisted of modified moves from popular fitness routines like Insanity,
Focus T25, and Pilates. All the workouts were tried and tested by the team and we can
attest to the sweat factor of each one.
Website
During the challenge period, at 4AM PH time, a post on the daily workout mechanics
was automatically published on our website. These posts were also automatically
posted on our Facebook and Twitter accounts.
Mechanics, instructions, and guides, including links to all our social media accounts
(Facebook, Instagram, Twitter, and Youtube) were published and centrally located in
our website, 10minsweat.com. A blog section entitled Challenge Accepted, written by
one of our participants, Joan Calixto, was published as part of the website to provide
added content. As of this writing, there were 1,626 visitors of the website, and 14
Wordpress user followers. See Appendix A for a screenshot overview of
10minsweat.com.
Youtube videos
Youtube videos, which accompanied weekday workouts, were individually published at
2AM PH time, a few minutes before the website posts, and automatically attached to the
website posts as well. All the Youtube videos were filmed by the group members
themselves, with the help of some friends. A total of 23 exercise videos were published
on our Youtube channel. See Appendix E for a screenshot overview.
Other social media channels

Publicity was done primarily on Facebook, with Instagram photos and Twitter tweets on
the side. Throughout the course of the challenge, we were able to accumulate 200
followers on Facebook, 26 followers on Instagram, and 4 followers on Twitter. All group
members had access to all social media accounts. See Appendix B, C, and D for
screenshot overviews of these social media channels.
Prize announcement
Almost halfway through the challenge, the group decided to award a prize, Php1,500worth of NIke gift cards, for the most active participant of the challenge. The
announcement, together with the terms and conditions to qualify for the prize, was
posted on Day 12 of the challenge.
After the challenge
The website and all other social media channels will remain public and available even
after the challenge.
Results and Barriers

Project #10minsweat targeted at least 100 Filipino young professionals aged 20-40
years old to change their sedentary lifestyle to an active one. The project was not able
to achieve this number as there were only four participants who were able to keep up
with the 30-day challenge.
We gathered the following barriers in attaining the Projects objective.
On the part of the social marketers
The pre-campaign activities were not enough to inform as many people about the
Project. The Implementation Plan was submitted on 24 October 2014, giving only one
week to do our pre-campaign information drive.
We are all working students with respective work obligations outside school, such that
our time and focus for the campaign was less than what a full-fledged social marketer
might be contributing to the Project.
On the part of the participants

We mentioned in our project plan that the foreseen main barriers for the success of the
Project #10minsweat are the predispositions and attitudes of the target audience toward
exertion of physical effort from daily exercises. This includes the sedentary lifestyle
reinforced by habit due to heavy workloads or schedules, especially those with night
shifts. Another factor that may contribute to the difficulty in attaining the goals of
#10minsweat is the target audience's personal choices. Young as they are, they may
feel that they are still strong enough to need physical exercises.
At first, most of the prospective participants who liked our social media accounts were
so excited about the project but were not able to keep up. Indeed, our participants were
too used to their lifestyle that even a daily 10-minute exercise seemed like a big,
impossible sacrifice. Time management was of utmost concern coupled with weak selfmotivation to follow the recommended 10-minute exercises and challenge their
potentials.
Simply put, they accepted but did not finish the challenge. One of the participants, a
broadcast journalist, mentioned the difficulty of the exercise as a reason for her not to
go on with the rest of the exercise. It may be noted that our exercise sets were made up
of basic tried-and-tested yet high intensity workout moves. Other participants
complained of the concept of a daily exercise. A participant who is a college instructor
said that sometimes, she forgets about the challenge. Perhaps, from people who have
sedentary ways of living, a daily exercise albeit as quick as 10 minutes is really difficult.
Another participant, a nurse, told us that she was shy about posting pictures of her
doing the exercise for personal reasons she did not specify. Meanwhile, although the
exercises did not need any special equipment so they can be done anywhere and
anytime, some found it difficult to access and stream the exercise videos on Youtube
due to their weak internet connection.
Other factors
There was no mass media mileage. We were not able to successfully solicit
endorsements from local celebrities. This could have contributed to the Projects
performance as Filipinos tend to respond more to health and wellness programs
endorsed by public personalities or celebrities. There were several attempts to seek
partnership with celebrities but nobody responded.
The endorsements from primary participants were also not that strong, considering their
quantity and reach. There was also no endorsement from secondary and tertiary
participants. As we have segmented our audience in our project plan, our secondary
participants were the fitness instructors and people who have active lifestyles, among
others, who can influence and encourage the primary target audience to try and stick
with the program. Meanwhile, our tertiary participants are the leading health agencies
in the country and in the world, which have advocacies and policies on active lifestyle:
Department of Health with its Pilipinas Go4Health movement (http://www.go4health.ph/)
and the World Health Organization with its Promoting Physical Activity module
(http://www.wpro.who.int/philippines/publications/module4.pdf).
Exercises were not taught by certified fitness instructors, which may have made an
impression that the project was less credible.
The availability of other fitness programs on the internet and offerings by gyms and
other fitness centers, which are available perpetually available, may be one of the
reasons why the 30-day challenge was taken for granted by most of the participants.
The prize announcement (Php1500-worth of Nike gift cards) probably came too late, at
Day 12 of the Challenge. Perhaps we should have decided on a prize earlier. Also, a
more lucrative prize or a prize sponsored by a well-known brand, like Nike or Adidas,
might have lured in more participants.
Aspects for Improvement

Based on the results of the participation to the Project #10minsweat, the major barriers
identified are the predispositions and attitudes of the target audience toward exertion of
physical effort with daily exercises. The Project can use more research by looking
further into providing more information on the ill effects of leading a sedentary lifestyle,
especially regarding the threats of non-communicable diseases. In terms of precampaign activities, the Project can delve into raising consciousness among its target
audiences in order to provide a solid context and background as to the significance of
the social marketing product being offered.
For the purpose of lending credibility and providing more aesthetics to the actual 10minute daily exercises, the Project can have certified fitness instructors featured in the
videos. These fitness instructors can showcase the more accurate forms and moves
that each exercise aims to accomplish offering more scientific explanations for each 1minute move. On top of getting activated, the target audience will have more
appreciation and understanding of how the exercises actually create impact to changing
their bodies towards a more active lifestyle.
The Project can gain more followers from having more popular fitness enthusiasts
advocating the objectives of the program. Considering that the Project aims for a
lifestyle change, the Project can benefit from having a face attached to its logo or
tagline Get Activated, considering that Filipinos tend to respond more to health and
wellness programs endorsed by public personalities or celebrities. The Project can look
into fostering partnerships with mass media personalities or show business actors.
Collaborations with the Human Resources Departments of various companies in the
private sector and government offices or local government units can also be looked into
by Project implementers. The collaboration can aim for the implementation of company
policies on the adoption of an active lifestyle among its young professionals.
The expansion of its target audience can also be looked into by including both youth
and the elderlies in the advocacy. It has been mentioned that the influx of
technologically-driven gadgets have transformed the youths definition of past time, as
shown with the decrease in engagement in sports or other physical activities.
Meanwhile, the elderly can also benefit greatly from the Project, especially that they are
more likely to lead sedentary lifestyles.
Conclusion
Notwithstanding the barriers and the aspects for improvement of the Project, we still
consider it a success for putting across the idea of an active lifestyle through daily 10minute exercises. We believe that more can be done to pump up this social marketing
program, and we are proud to have jumpstarted this.
Appendices
Appendix A - Website
Appendix B - Facebook Page
Appendix C - Instagram Account
Appendix D - Twitter Account
Appendix E - Youtube Channel
10
Appendix A
Website: www.10minsweat.com
11
Appendix B
Facebook Page: www.facebook.com/10minsweat
12
Appendix C
Instagram Account: www.instagram.com/10minsweat
13
Appendix D
Twitter Account: www.twitter.com/10minsweat
14
Appendix E
Youtube Channel: www.youtube.com/channel/UCj35YF9J4YtdO2YoEpt1ohQ
15

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Project #10minsweat

Section B - Group 3 Report

DEVC208 Social Marketing and Social Mobilization for Development

Social Marketing Objective

Social Marketing Product

Figure 2. Daily program schedule.

Analysis of Project #10minsweat

Other social media channels

After the challenge

Results and Barriers

On the part of the participants

Aspects for Improvement

Appendix B - Facebook Page

Appendix C - Instagram Account

Appendix D - Twitter Account

Appendix E - Youtube Channel

Social Marketing Objective

Social Marketing Product

Figure 2. Daily program schedule.

Analysis of Project #10minsweat

Other social media channels

Results and Barriers

On the part of the participants

Aspects for Improvement

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