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DESCRIPTION (provided by applicant): An unacceptable percentage of our nation's low-income, minority youth (< 18 years of age) are not physically active on a regular basis. This contributes to health disparities between them and their more affluent, non- minority peers. For instance, the prevalence of obesity is ~ 45% higher in African American than white youth. Research indicates that youth physical activity opportunities (YPAO) such as classes (e.g., dance) and sports leagues enable and encourage physically active lifestyles among youth and that physical activity among low- income, minority youth may be suppressed by an insufficient amount of quality YPAOs. Our work has identified small businesses (< 500 employees) which represent over 99% of all employers, as a powerful resource for creating and improving YPAOs in low-income, minority neighborhoods. Furthermore, we have developed an alpha version of an approach to increasing small businesses involvement with YPAOs. Therefore, we are proposing this study to determine the efficacy of a novel intervention for promoting small business support of YPAOs in low-income, minority neighborhoods. To achieve this objective, students will work with the PI to complete the following specific aims. Aim 1: Conduct focus groups and key informant interviews with small business owners, nonprofit foundation personnel, and YPAO providers (e.g., Parks and Recreation). Data from these efforts will be used to convert the alpha version to a Beta version of the intervention (Beta-i). Aim 2: Implement the Beta-i for a period of
one year and collect pre- and post-intervention data in 10 treatment and 10 control neighborhoods. Study neighborhoods will be urban, low-income, have minority compositions > 50%, and contain retail/commercial businesses and residences. Our goal will be to design a Beta-i that maximizes small business support for YPAOs. The Beta-i components will include: 1) an advisory board; 2) a user-friendly process for supporting YPAOs; 3) a YPAO fund to collect various types of donations; 4) a properly constructed and delivered marketing strategy; 5) liaisons/advocates; 6) a mechanism for distributing donations to YPAO providers located in the neighborhoods from where the donations originated and; 7) donor recognition. The Beta-i will be delivered to small businesses electronically (e.g., email) each month over a one-year period. During this time, a minimal intervention will be conducted with small businesses in the control neighborhoods. Pre and post-intervention data will be obtained by monitoring donation/disbursement activities, surveying small businesses, and collecting information from YPAO providers. Aim 3: Mixed-model, nested logistic regression analysis will be used to compare percent changes in small businesses in the treatment and control neighborhoods donating to their respective fund. Beta-i effects will be considered in the context of neighborhood and business factors. The proposed study is significant because it will generate empirical data on a model that if shown effective, could easily be implemented on a large scale to generate millions of dollars for one of the most important promoters of youth physical activity.
