Steps, Choices and Moral Accounting: Observations from a Step-Counting Campaign in the Workplace

Nanna Gorm, Irina Shklovski

Research output: Conference Article in Proceeding or Book/Report chapterArticle in proceedingsResearchpeer-review


Sedentary work is a contributing factor to growing obesity levels worldwide. Research shows that step-counters can offer a way to motivate greater physical mobility. We present an in-situ study of a nation-wide workplace step-counting campaign. Our findings show that in the context of the workplace steps are a socially negotiated quantity and that participation in the campaign has an impact on those who volunteer to participate and those who opt-out. We highlight that specific health promotion initiatives do not operate in a vacuum, but are experienced as one out of many efforts offered to the employees. Using a social ecology lens we illustrate how conceptualizing a step-counting campaign as a health promotion rather than a behavior change effort can have implications for what is construed as success.
Original languageEnglish
Title of host publicationProceedings of the 19th ACM Conference on Computer-Supported Cooperative Work & Social Computing
PublisherAssociation for Computing Machinery
Publication date2016
ISBN (Electronic)978-1-4503-3592-8
Publication statusPublished - 2016


  • Sedentary Work
  • Obesity
  • Step-counters
  • Workplace Health Promotion
  • Social Ecology


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