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Title of project: Born to Move

Author: Mauvet Rawls

Problem/Need statement: Childhood obesity has tripled since the 1970s and only 21.6% of
children and adolescents ages 6 to 19 meets the Centers for Disease Control and Prevention
(CDC) Program recommended 60 minutes or more of her day of PA.1,2 PA helps in the
prevention of childhood obesity, cardiovascular disease, improves bone density, and improves on
mental health leading into adulthood.

1. Increase their knowledge on the importance of physical activities.
2. Advocate for community leaders to improve the play areas (parks, sidewalks, trails) to
provide a safe place for playing.
3. Increase the number of the target audience not physically active.
4. Help those already active to meet the CDC recommended 60 minutes per day.

At the end of the first year, the children and adolescents ages 6 to 19 and their guardians will
1. An 80% increase in their knowledge of various activities, locations, and the importance
of staying active.
2. A 50% improvement in safe play areas through awareness of the needs of the community
and the percentage of children affected in the area.
3. A 60% physical activity in the inactive group through participation in school programs,
community programs, or activities at home.
4. A 65% compliance rate in meeting the 60 minutes of physical activity per day to meet the
CDC recommendations.

Sponsoring Agency/Contact person: Arms Services YMCA (ASYMCA) Killeen/Fort Hood.

The ASYMCA provides a variety of programs to assist Solider and the local community in
providing a safe place for them to participate in physical activity. Information and advertising on
the program can be found at,,, the advertisement section of the Killeen Herald, and bulletin boards in the
local schools. The program will operate bi-weekly at the ASYMCA three days per week from 3
pm to 7 pm, and weekends 9 am to 1 pm. An additional two days per week 9 am to 11 am
rotating through the schools. The selected times are peak hours where a majority of the target
audience will be available.

Primary target audience: The primary target audiences are children and adolescents ages 6 to
19 in the Killeen/Fort Hood area. The focus is on families in a single parent household, working
family home, and those who are in areas that lack a play area or the proper facilities.
Primary target key strategies:
Audience: Children and adolescents ages 6 to 19.
Action (Message): The intent after hearing the Health Communication Strategy
is for the public to assess the benefits there are in the program when implemented.

Barriers: Barriers faced by the target audience are the lack of proper facilities in
the immediate area. Believing that obesity in children will disappear as they age.
The single and working family do not have the time to participate in physical

Benefits: The most significant benefits from the program are the before and after
school program, providing pick up, drop off, and tutoring while minimizing the
stress of the household.

Credentials: The CDC, Healthy People 2020, and many other organizations
executed many research on physical activity, obesity, healthy eating, and they all
affect those 6 to 19.

Channel: Mass media, counseling, peer education, provider-parent orientation,

one-on-one meetings.3

Secondary target audience: The secondary audience is guardians, school staff, and community
leaders. Guardians have the most influence on the target audience, followed by the school staff
for students. The influence community leaders can decide what programs will function in their
community and resource availability.

Secondary target key strategies:

Audience: Guardians, school staff, and community leaders.

Action (Message):
o Guardians: To make life changes in the primary audience based on the
knowledge obtained from the program.
o School staff: Incorporate the message into the curriculum to improve
physical activity in the school.
o Community leaders: Provide the facilities and resources needed for the
primary audience to succeed in implementing the program.

o Guardian: Not enough time after work for activity, not having the
resources (finance, location, etc.) to participate in the program, and a lack
of knowledge.
o School staff: Convincing the primary audience to choose health over
o Community leaders: Deciding whether to allocate funds to improve the
community for physical activity or the typical requirements.

o Guardian: The ability to raise healthy children who are aware of health
benefits of being active.
o School staff: Students can focus better, improve their self-confidence,
and enhance the participation in physical activity.
o Community leaders: They will have healthier members in the

o Guardian: They are the decision makers for the family.
o School Staff: Licensed professionals in the school with the ability to
implement changes to the curriculum.
o Community leaders: Subject matter experts in what the community

Channel (all secondary audience): Mass media, workshops, home visits,

coaching, lectures, presentations.

Pretest strategy: The pretest strategy used was a brochure for the Born to Move initiative. The
brochure explained benefits to physical activity, different events to participate in, locations, the
five Ws, and how to help others become physically active. Five members of the target audience
ages 9, 11, 14, 15, 17, reviewed the brochure and provided feedback. They all agreed the
information was easy to understand; the illustrations caught their interest, they also agreed that
the benefits of physical activity made them interested in acting. Recommended changes were for
more illustrations and including benefits of exercising that were important to them. The stated
that although the brochure was at their level of understanding, they knew help was available if
they encounter information that was difficult to understand.

Theoretical foundation: The Health Belief Model (HBM) would be used for this project.
Guardians will be employed as a conduit to bring the message home for the target audience. The
use of perceived susceptibility belief will demonstrate the personal risk to ones health condition
by not acting. The project will utilize perceived benefits of interventions to prove the
effectiveness of the program once they act. Self-efficacy will be used to help build confidence;
this belief will help to propel the others once the target audience proves to themselves the ease of
being physically active.

Management chart:
Timetable and Tasks


Tasks J A S O N D J F M A M J

Develop program rational

Conduct needs assessment
Develop goals and
Create interventions
Conduct formative
Assemble necessary
Market program
Pilot test program
Refine program
Phase in invention #1
Phase in invention #2
Phase in invention #3
Phase in invention #4
Total implementation
Collect and analyze data for
Prepare evaluation report
Distribute report
Continue with follow-up for
long-term evaluation
Sources: Adapted from Thackery, McKenzie, & Neiger (2017)4

Responsible persons: All tasks will be executed between the program coordinator and
the health educations. Volunteers with no health experience requirement will assist with the
surveys conducted through questionnaires.


Items Budget Actual cost

Research Cost
Surveys (questionnaires) $300 $296
Design (banners, posters) $600 $469
Kit development (1,700 each) $250 $298
Meetings (monthly)
Refreshments $60 $55
Product (handouts) $100 $95
Software $1,000 $1,975
Stationary (paper, pen, clip boards, ink, etc.) $500 $500
Printers $1,000 $978
Desks $1,000 $900
Chairs $2,000 $1,520
Shelves $3,200 $3,000
Posters $2,400 $2,100
Brochures $1,100 $1,000
Pamphlets $1,100 $1,000
Newspaper $480 $460
Equipment replacement (minor)
Game balls (200 ball @ $170 per 10) $3,400 $3,200
Yoga mats (100 @ $23 per) $2,300 $2,100
Pool equipment $2,000 $2,000
Fuel cost at market price $1,000 -
Funds (offset monthly membership fees) $2,000 -
Health educators n/a n/a
Medical professionals (include special needs) n/a n/a
Total $27,790 $21,946

Estimated costs with justifications: Born to Move is a non-profit organization

obtaining financial support through grants and donations. The cost is not as high compared to a
standalone program because the ASYMCA and schools provide the facility and the equipment.
There is no cost for the health educators and medical professionals they are volunteering their
time. The program will assist in minor equipment replacement costs. As the program grows and
traveling outside the fixed facilities increase, cost of fuel will be reimbursed.


Required Available
Health Educator Office space within the ASYMCA
Medical Professionals Workspace within the schools
Office equipment Transportation (volunteers)

Issues of concern/potential problems: Potential concerns/problems for the program include the
cost for programs within the ASYMCA. If some participants prefer events that have a cost but
cannot afford to, this situation may cause them to lose interest. The plan is to have funds within
the Born to Move program to supplement the cost. Policies of the ASYMCA may not meet the
standard of the Born to Move program and vice versa. The intent is to review all policies to
deconflict any restraint and provide a cohesive program. The program will work with the local
schools to ensure they are adhering to the policies and implement ways to work together.

Evaluation strategies:
Formative and process: The formative evaluation strategy, found that although there is
an hour of physical activity in nine schools assessed, 42% of the students on average would find
reasons to skip a session. These reasons included claiming to be ill, female issues, or would not
participate with maximum effort throughout the period. It also found the community is lacking
play areas within the residential areas. Of 18 sub communities, only six had a park, the roads in
some areas are wide with functioning sidewalks, in the single-family housing areas they home
have adequate space for activities. However, there are no parks in the area where they are duplex
and apartments. The feedback from parents demonstrated they prefer parks over sidewalks.

Summative (outcome and impact): In the summative evaluation process the program is
effective in the targeted area after three months. For those living duplex and apartments,
community leaders have agreed to budget and build 4 or 7 parks project for this coming year.
Born to Move is working with volunteer organizations to build the remaining three parks. There
has been a 24% increase with the use of the ASYMCA along with an increase in donations which
play a significant role in proving free or reduced the cost of membership. School staff
involvement shows progress in student participating in physical fitness; they added the
importance of physical activity in the academic portion of the curriculum. Born to Move is
assessing the involvement of disabled members of the community and those with limitation
which is at a 14% participation rate. The goal is to find ways to gain the trust of the community
and show them our priority is the health and welfare of their loved ones. More volunteers will be
recruited to canvas the community to increase activity in and around the home (outside, using
sidewalks) especially for those away from the park or the ASYMCA.

Other projected outcome for Born to Move is increased the knowledge of 80% of children and
adolescents age 6 to 19 of how simple it to be physically active in 6 months. Another is to
increase physical activity in children and adolescents age 6 to 19 by 50% by the end of 2018.