Doing our part to promote healthy lifestyles.

Park and recreation agencies are increasingly being called upon to create strategies that positively affect the lifestyle behavior patterns of the citizens who live, work, and play in their communities. Crime reduction, youth development, tourism revenue, subsidized food programs, environmental stewardship, community harmony, ADA coordination, and a host of specifically important issues have become the strategic focus of communities nationwide, and our profession has often been asked to step up to the plate and take a leadership role. To many, these have become the positive and tangible outcomes that are now documented as the essential Benefits of parks and recreation.

In light of these trends, many practitioners agree that our traditional delivery system is evolving to embrace a new and more holistic service system. The advent of research extolling the health benefits we bring to communities has become widely accepted by park and recreation professionals and citizen advocates. Still, many new methods for articulating the value of our services in the context of public opinion may conflict with traditional efforts to provide park and recreation services. With the next millennium on the horizon, it's imperative for the profession to ratify a consensus vision for the parks and recreation movement. Our common belief in this vision is essential and will require that we collectively nurture the creativity and diligence needed to secure our place in the future.

Health promotion and disease prevention continue to stand out as strategic opportunities for our profession to leverage the merits of our traditional delivery system, which has included the development of more than 108,000 athletic, exercise, and park facilities nationwide and thousands of unique fitness programs for all ages. The National Recreation and Park Association has been intensely committed to fitness and wellness strategies since 1989, embarking upon numerous nationally sponsored fitness programs that have been utilized by more than 2,000 local park and recreation systems equally committed to fitness and wellness.

Identifying the Problem

In 1996, NRPA received one of 10 grants from the Centers for Disease Control and Prevention to promote the findings of the Surgeon General's Report on Physical Activity. The grant was awarded to NRPA because of its nationwide network of member agencies and its long-standing commitment in this area. The "Active Living/Healthy Lifestyles[TM]" program, which was originally developed through a grant from the National Recreation Foundation, was expanded to support the CDC's goals. Over 520 communities participated in this program -- which was innovative in that it provided consumer focused information for local agencies to deliver physical activity messages to the public.

There was a great irony and stark realization in the findings of the Surgeon General's Report.

The literature showed specifically that nearly 80 percent of adult Americans don't engage in enough regular physical activity (that's recreation to us) to improve their health. The scientific findings contained in the Surgeon General's Report clearly confirmed that even a modest increase in physical activity could significantly improve one's health status.

So, on one hand, the park and recreation profession is clearly a great partner, able to reach and serve the public at the local level.

On the other hand, the availability of nearly 108,000 public facilities and sites administered through local park and recreation agencies is not contributing enough to reduce the number of adults who are inactive. It is interesting to note that tn the face of this overwhelming evidence, pa.;k and recreation agencies continue to cite high participation levels in their athletic and fitness programs. One might assume that the core audience attracted to the majority of these program offerings is the 20 percent of highly motivated individuals committed to personal fitness. The 1993 "Benefits of Parks and Recreation Study" by Geoff Godbey and Alan Graefe indicated that nearly 75 percent of the population lives within close proximity to a public park, thus creating a greater anomaly between the 80 percent figure for inactive adults cited in the Surgeon General's Report and this belief that park and recreation departments positively impact the health status of a large segment of the population.

Expanding Horizons

The "Active Living/Healthy Lifestyles[TM]" project sought to shift the profession's view to include new audiences, expand participation levels, and become recognized as an essential resource for individuals eager to become more physically active. This strategy embraces a shift from the traditional delivery system approach of serving those who sign up as participants to one of adopting the role of strong support system for individuals, families, and the community at large. This new empowerment model further emphasizes a life-skills development strategy to allow individuals to experience new activities that suit their personal interests.

NRPA adopted a new strategy, as well. Historically, national sponsorship resources required that local park and recreation personnel deliver a new program resource separate from existing program schemes. Professionals spoke out that it had become increasingly difficult to commit to one of the numerous fitness program options that crossed their desks each year. As a result, NRPA determined that more was not always better when it came to supporting the profession. So, recognizing that professionals were challenged enough to deliver existing program resources -- and to practice what they were trying to preach -- NRPA committed to provide consumer resources that would reinforce, augment, and support the exemplary program resources and facilities the public needed.

This consumer-based strategy was the first of its kind for NRPA, and the profession responded with a new enthusiasm and purpose to focus on the business at hand by providing the public opportunities to engage in recreation activities in a quality park setting while clearly positioning themselves as an agency concerned about the individual health and well-being of the community. Our greatest challenge will be to maintain this core focus, while giving equal attention to the issues that are most important to the people who live, work, and play in the communities we serve. In the future, the public may not specifically care how many weeks the pools or skating rinks are open, but might be adamant that young members of the community have a choice of a number of available after-school activities.

The local agencies that participated in the promotion of the Surgeon General's Report each received more than $500 in public-health materials (brochures, reproducible newspaper articles, posters, and newsletters), because they were interested in communicating health-related messages to their community. Much of the material was donated from the partner organizations NRPA works with at the national level, including CDC, National Heart, Lung, and Blood Institute, and the National Association of Governor's Council on Physical Fitness & Sports. These health organizations recognize that the science or health message won't motivate the inactive adult population to become more active. They have learned that organizations like NRPA and its members have the capacity to directly communicate positive messages and to make physical activity fun. Indeed, physical activity needs to be fun for those who have a fear of injury or have a history of failed experiences with sports, fitness programs, or gym class.

These health organizations recognize that fun and fitness is our business -- it has been all along!

Bringing It All Together

If you still wonder how you might integrate health promotion into your core focus, consider the success of the Aurora, Colorado, "Play Festival" or Pittsburgh's "Come Out and Play[R], Pittsburgh" project. These park and recreation agencies, along with many others, have recently adopted a core strategy to promote active and healthy lifestyles.

The Aurora Recreation Services division of the Department of Library, Recreation, and Television Services implemented a "Kid's Spree Play Festival" in 1996. The event attracted more than 2,500 participants, all of whom "got a taste" of new activities for the entire family. More than 30 community-service agencies contributed to this keynote event, which was also selected to serve as the site for Ladies' Home Journal's "July is Recreation and Parks Month" celebration. The event was so inclusive of the community that before the day was over everyone had committed to participate in 1997.

Last March, it was widely reported that Pittsburgh had been dubbed one of the 10 most obese cities in the nation. NRPA contacted the parks and recreation department, which responded favorably to implementing the "Active Living/Healthy Lifestyles[TM]" strategy as its summer theme, hoping to turn public attitudes about activity around. A creative "Active Living/Healthy Lifestyles[TM]" passport was developed for its programs, and it integrated the theme into the kickoff event on the Fourth of July. Street banners, community partnerships, and the endorsement of one of Pittsburgh's most active citizens, Mayor Tom Murphy, assisted the department in reaching new audiences with the healthy lifestyles message. The message that the department was important to the health of all Pittsburghers was also highlighted.

Agencies across the nation have woven the health-promotion message into their core strategies with great success. In Cheektowaga, New York, more than $8,000 was secured from local resources when the department showcased a commitment to the healthy-lifestyles objective. These resources were used to reach sedentary, less-active residents and resulted in increased program participation levels.

The Schaumburg (IL) Park District has had a long-standing commitment to fitness and wellness. It recently facilitated a 10-agency collaboration that produced seven PLAY[R] festivals promoting physical fitness and lifetime sports to people of all ages. The event was so successful that it became a catalyst for a statewide initiative. Through this collaborative effort, the city of Schaumburg identified and embraced a three-pronged approach for promoting recreation and physical activity. Consider Schaumburg's goals for your own agency:

1. Develop a mission and slogan for all groups to adopt and promote.

2. Design a community network to offer continuous programs throughout the year, with each organization sharing the responsibility for program delivery.

3. Utilize the combined strength of the community network to promote public policy that supports parks and recreation systems as critical to the health status of the community at large.

These examples of local success each acknowledge a core commitment to do what they do best, while focusing on an issue that is important to the individuals who live, work, and play in their communities. The public, private, and nonprofit partnerships -- as well as the human spirit within them -- recognized that everything they do promotes healthy environments, active lifestyles, and healthy communities.

NRPA continues to develop consumer-focused materials that support our place in the health-promotion agenda. Through the resources of the National Recreation Foundation, two communication strategies were designed in 1997. The JumpStart program is a school-based initiative designed to promote physical activity, parks and recreation, and heart-healthy choices for students in grades 3-5. The curriculum has been sent to more than 30,000 elementary teachers in 500 communities nationwide, along with a supply of colorful take-home materials to encourage parents to utilize their local park and recreation systems for their family activities. The National Heart, Lung, and Blood Institute is a partner in developing this classroom resource, which offers teachers lesson plans to integrate a physical activity learning module into math, science, and social studies lessons. Scholastic, Inc., the world's largest publisher of elementary-school resources, has developed the materials for NRPA and NHLBI. Copies of the curriculum and take-home flyers were distributed to park and recreation agencies in the selected communities to encourage community/school collaboration.

To promote physical activity, parks, and recreation to the preteen audience nationwide, NRPA once again teamed up with the NHLBI to create a set of televised public service announcements, which were released in June to more than 400 stations nationwide. The PSAs featured Jonathan Taylor Thomas (of ABC's Home Improvement) and showcased parks and recreation. A special black trailer space was added at the end of one spot to allow local stations to customize the PSA with local activity and event information. State affiliate organizations and the local park and recreation agencies in the selected markets received information about the opportunity, and NRPA has made copies of the PSA available to the general membership.

NRPA members also benefited from the corporate support of Bengay[R] to further the "Active Living/Healthy Lifestyles[TM]" agenda during 1997. A series of sports-injury and prevention clinics was integrated into existing sports and fitness programs in more than 320 communities nationwide. Nearly 350,000 colorful consumer brochures promoting physical activity, parks, and recreation were distributed through participating agencies, thanks to the funding support of Bengay[R].

Additional elements of the health-promotion agenda continue to expand, with opportunities to position parks and recreation for new levels of public appreciation. Results from a two-year study of how the use of public park and recreation resources impacts personal health is anticipated in early 1998. This study, conducted by Pennsylvania State University, was unique in that the Department of Parks and Recreation Administration collaborated with the Penn State Biobehavioral Health Department. Hopefully, in the future, these types of collaborations, in the academic environment and at the local, state, and national level, will no longer be considered unique, but consistent with our common vision.

NRPA Tackles Skin Cancer

On the horizon for NRPA is a role in the primary prevention of skin cancer among children, parents, and caregivers. NRPA recently joined a national coalition to participate in a sun-safety campaign. What is our link in this disease-prevention initiative? Although skin cancer is largely preventable, research currently indicates that one-in-five adults will be diagnosed with some form of skin cancer. It is estimated that 80 percent of all skin cancer could be eliminated by taking the appropriate precautions. Consider that an estimated 50-80 percent of lifetime sun damage to the skin is thought to occur before the age of 20. This data, along with the outdoor facilities and youth programs parks and recreation offers, illuminates the important health-promotion and disease-prevention role the profession can adopt.

Catering to Your Audience

Every community and state has a unique set of health risks and associated lifestyle behaviors. Consider how your agency impacts the leisure and lifestyle behavior patterns of the people who live, work, and play in your community, and ask yourself what positive influence your agency might have in promoting active and healthy lifestyle choices. The health goals prioritized by your local and state health departments and regional hospitals can assist you in focusing upon the most important community issues.

Begin today to determine your efforts to develop this common vision of utilizing the park and recreation venue as a platform for supporting a healthier, more active nation.

For more information on how your agency can adopt the "Active Living/ Healthy Lifestyles[TM]" philosophy, contact NRPA at [phone].

RELATED ARTICLE: HOW PHYSICAL ACTIVITY IMPACTS HEALTH

Reduces the risk of dying prematurely

Reduces the risk of developing diabetes

Reduces feelings of depression and anxiety

Helps control weight

Promotes psychological well-being 

Helps build and maintain healthy bones, muscles and joints.

RELATED ARTICLE: PHYSICAL ACTIVITY OF ADULTS

Did you know that...

More than 60 percent of U.S. adults do not engage in the recommended amount of activity

Approximately 25 percent of U.S. adults are not active at all

Physical inactivity is more common among women than men

RELATED ARTICLE: PHYSICAL ACTIVITY OF YOUTH

Did you know that...

Nearly half of Americans age 12-21 years are not vigorously active on a regular basis

Only 19 percent of all high-school students are physically active for 20 minutes or more, five days a week, in physical education class

Approximately 14 percent of young people report no recent physical activity

RELATED ARTICLE: PHYSICAL ACTIVITY OF OLDER ADULTS

Did you know that...

The loss of strength and stamina attributed to aging is, in part, caused by reduced physical activity

By age 75, about one-in-three men and one-in-two women engage in no physical activity

Among adults age 65 years and older, walking and gardening or yard work are, by far, the most popular physical activities.