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