67 FIT & FAB, LEADING BEHAVIOURAL CHANGE

Synthesis of the case study

Fit & Fab was a low-cost campaign intervention designed by researchers at Bristol University, to increase the level of physical activity amongst residents of Southmead, which is a low income neighbourhood in the city. It has been done by using a community-level social marketing approach. The campaign was run by researchers from 2010 until 2011 and from that point became adopted and managed by the local leisure centre. The campaign was designed to overcome barriers and increase recruitment and adherence to organised physical activity. The kind of research which fully tests community-level social marketing interventions and targets disadvantaged groups, while being underpinned by a theoretical model is very limited. This project was designed to provide good quality evidence to guide practitioners in trying to improve health behaviours of a low-income communities.