UBC Undergraduate Research

Move UBC Final Report and Executive Summary Khuu, Jason; Saini, Vineet; Sarabosing, Sage; Cabigon, Arnohn


The aim of this report was to evaluate the effectiveness of current marketing strategies implemented by Move UBC and on how they can be improved by looking analyzing the potential barriers people at UBC face. These strategies were designed to target the student and staff population at UBC to help them meet the recommended physical activity guidelines of 150 minutes per week of moderate-to-vigorous aerobic exercise (Canadian Society of Exercise Physiology, 2019). With this focus on physical activity, we examined whether students and staff were meeting the recommended guidelines and gained insight into the potential barriers they may have faced. Our report introduces Move UBC and their goals of promoting physical activity around campus. The target population of the study was the non-participant population of staff/faculty and students. To qualify for this study, participants had to be current students or staff/faculty members at UBC. The student population included both undergraduate and graduate students, while the staff population included staff, faculty and teaching assistants. An evaluation for Move UBC was achieved by surveying non-participants and finding out why they did not participate in the physical activity campaign. With this data we will be able generate recommendations on how Move UBC can create a better, more effective physical activity campaign. An online survey created by Google Forms was used to get data from our participants. Our survey consisted of 10 questions including yes/no, short answer and open-ended questions. Access to the survey was given via emails sent out by our group members to staff/faculty and students here at UBC. A consent disclaimer was included at the top of the survey to give participants the autonomy to choose whether they wanted to participate or not. By the end of our study we had 22 participants in total, 13 students and 9 staff and faculty. The report also includes the results of our findings and a discussion on the data that we collected. It also contains recommendations for Move UBC in improving their promotional efforts. We analyzed the responses from our questions and included figures which displayed the data. Reading the responses, we were then able to identify common themes relating to the non-participant population and see where Move UBC can improve for future campaigns. Our study found that most students and staff were aware of Move UBC’s campaign (63.6 %). However, most of them did not participate in Move UBC events (36.4 %). There are still barriers that prevent some non-participants from meeting their recommended amount of physical activity. Further research can be done on a larger sample size of the UBC population that includes a greater variety of students and staff from different faculties. See conclusion for detailed discussion of results, limitations and recommendations. Disclaimer: “UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report.”

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