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Health Promotion Practice, Vol. 4, No. 2, 180-188 (2003)
DOI: 10.1177/1524839902250773

Engaging High-Risk Populations in Community-Level Fitness Promotion: ROCK! Richmond

Antronette K. Yancey, MD, MPH

Audrey Jordan, PhD

Judith Bradford, PhD

Jeanette Voas, MPH

Theresa J. Eller, PhD

Marilyn Buzzard, PhD

Michael Welch, PhD

William J. McCarthy, PhD

The purpose of this study was to determine whether ROCK! Richmond, a healthy nutrition and physical activity promotion initiative of the Richmond (Virginia) City Department of Public Health was effectively recruiting the high-risk individuals for whom this lifestyle change intervention was intended. The effectiveness of recruitment, participant demographic and health status characteristics were compared with those of respondents to a random sample survey conducted 18 months earlier. Relatively high-risk residents were recruited. ROCK! Richmond participants were disproportionately African American and female, had significantly higher body mass indices (BMIs), and were more likely to report a family history of chronic disease. However, their employment, education, and income levels were higher than those of the citywide sample. Certain high-risk segments of the population were successfully reached and involved in community fitness activities. Different recruitment methods may need to be used to recruit more from among the lowest socioeconomic strata.

Key Words: health promotion • physical fitness • nutrition • African American women • physical activity • Black women • social marketing


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