Purpose

Transformative marketing provides a way to encourage positive behaviors. This approach can be applied to community intervention organizations, such as the Special Olympics. Such organizations bring services to provide activity, healthy eating, proper healthcare and caretaker education. This study examines one campaign of the 2018 Special Olympics USA Summer Games focusing on health and wellness.

Design/methodology/approach

The authors surveyed caretakers about these campaigns including their attitudes toward health and wellness and other basic psychographics (i.e. needs/values) to inform a transformative marketing campaign directed to engaging the caretakers.

Findings

The hierarchical regression shows us is that all the variables combined explain 26.9% of intentions to help their athlete eat as healthily as possible, with needs/values explaining the most variance, even after all of the other variables are in the model. The authors discuss their results and the practical applications of their findings to improve transformative marketing campaigns to achieve desirable social outcomes through the Special Olympics.

Originality/value

The authors identified what variables uniquely contributed to the intention by caretakers of ID athletes to engage in health and wellness campaigns that benefit their athletes. Future research can apply the results to developing similar sustainability (environmental, social or economic) campaigns using transformative marketing perspectives that will more positively benefit target markets in and through sport.

中文翻译：

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转型营销：特奥运动员的健康与福祉

目的

变革性营销提供了一种鼓励积极行为的方法。这种方法可以应用于社区干预组织，例如特奥会。这些组织提供服务以提供活动、健康饮食、适当的医疗保健和看护教育。本研究调查了 2018 年美国特奥会夏季运动会的一项关注健康和保健的运动。

设计/方法/方法

作者对这些活动的看护人进行了调查，包括他们对健康和保健的态度以及其他基本心理特征（即需求/价值观），以便为旨在让看护人参与的变革性营销活动提供信息。

发现

层次回归向我们表明，所有变量组合解释了 26.9% 的意图，以帮助他们的运动员尽可能健康地进食，需求/值解释了最大的差异，即使在所有其他变量都在模型中之后。作者讨论了他们的结果以及他们的发现在改进变革性营销活动方面的实际应用，以通过特奥会实现理想的社会成果。

原创性/价值

作者确定了哪些变量对 ID 运动员的看护人参与有益于其运动员的健康和保健活动的意图做出了独特贡献。未来的研究可以应用这些结果来开发类似的可持续性（环境、社会或经济）活动，使用变革性的营销视角，这将在体育运动中和通过体育运动更积极地使目标市场受益。