A group of community members committed to increasing physical activity asks the nurse for help in implementing bicycle lanes on community roads. Which approach would the nurse use that demonstrates social marketing of this community goal?
1. Determine the number of community members who use bicycles for transportation.
2. Conduct a telephone survey of community members asking for their support for a bicycle lane.
3. Approach elected officials and ask if the bicycle lane can be discussed during the next council meeting.
4. Create a display explaining the advantages of a bicycle lane to be posted during the upcoming community health fair.
Answer: 4
Explanation: 4. Social marketing is a population health nursing intervention that applies commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behavior of target audiences to improve their personal welfare or that of their society. Social marketing is consumer focused in that it is tailored to the needs and characteristics of a specific target population and is designed to address societal problems at the population level. The best approach would be for the nurse to create a display to be posted during the community health fair which explains the benefits of having a bicycle lane. Determining the number of community members who use bicycles for transportation does not support the goal of increasing physical activity by community members. Conducting a telephone survey of community members asking for support of a bicycle lane does not identify barriers or identify perceived benefits. Approaching elected officials to discuss a bicycle lane during the next meeting does not gain the community's support for the change.
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