The current review assessed the outcome evaluation of mass media physical activity campaigns that varied in their respective scope, target population and outcomes measured to identify individual changes at proximal, intermediate, and distal level. Results from formative and process evaluation as well as dose-response and cost-effective analysis are suggested to provide valuable evidence for campaign stakeholders and planners.

It is unknown how lifelong digital media users such as young adult women perceive exercise information found online. A total of 141 women aged 18–30 years and residing in Canada were randomized to read either a factually incorrect or a factually correct blog article. Participants completed Go/No-Go tasks to measure automatically activated believability and evaluations and questionnaires to explicitly measure believability, affective evaluations, and intentions to exercise. Participants did not show evidence of automatically activated believability of the content found in either blog article. However, participants reading the factually correct article reported significantly greater explicit disbelief than those reading the factually incorrect article, though this did not predict intentions. Being factually correct may not be an important component of message believability. Exercise professionals need to remain aware of the content of popular online sources of information in an effort to curb misinformation.

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BackgroundMass reach physical activity campaigns are designed to deliver physical-activity related messages to a large population across different media including print, television, radio, and websites. Few evaluations have examined the short-term effects of a mass reach campaign on participants who were engaged with the campaign. The current research examined the short-term effects of the ParticipACTION 150 Play List, a mass reach physical activity campaign, on participants who registered with the campaign website.MethodsParticipants (N = 7801) completed a registration questionnaire measuring demographic information, awareness and recall of physical activity and sport advertising, and self-reported number of activities tried or planned to try from the 150 Play List. A follow-up survey was completed by 1298 participants from the original sample. Additional questions assessed experience with the 150 Play List and attitudes towards campaign advertisements.ResultsApproximately 14.5% of participants cited the ParticipACTION 150 Play List and 23.6% mentioned a ‘getting active’ message when recalling advertisements. Those who named the 150 Play List or getting active reported more activities tried and more activities planned than those who did not. They were also more likely to say they had tried a new activity and planned ongoing participation. It was also found that participants with a disability were more likely to have tried a new activity compared to those not in a minority group. Other correlates of trying new activities at follow-up were younger age, more positive reported experience with the 150 Play List, and more favourable attitudes towards campaign advertisements. Those who did not intend continued participation, or who were unsure at baseline and then decided against continued participation at follow-up, reported they were less sedentary or encouraging others to be active.ConclusionsThis research addresses the gap in evidence regarding the efficacy of mass reach physical activity campaigns by informing whether a year-long campaign like the 150 Play List can be effective in influencing the behavior of those engaged with the campaign. The results reinforce the idea that ‘top of mind’ awareness should be measured. Investigating intention profiles can help inform campaign impacts and continuation intentions.Electronic supplementary materialThe online version of this article (10.1186/s12889-018-6218-7) contains supplementary material, which is available to authorized users.

IntroductionAlthough Fitspiration is purportedly intended to motivate people to be fit and healthy, a body of research has demonstrated negative effects of these media in men and women. Understanding mechanisms can help create more targeted interventions aimed at mitigating the negative effects of Fitspiration. This research examined if selected implicitly or explicitly measured constructs moderated or mediated the effects of Fitspiration. The purposes were to examine the believability (finding the media truthful) of Fitspiration (study one; data from 139 women and 125 men aged 18–33 years were analyzed), the effects of Fitspiration on exercise intention (study two; data from 195 women and 173 men aged 18–30 years were analyzed), and whether these effects were moderated by exercise-related cognitive errors (negatively biased perception of exercise) or mediated by implicit (evaluative responses to stimuli) or explicit (reasoned evaluation of stimuli) attitudes.MethodsIn two separate studies, self-identified men and women first completed a measure of exercise-related cognitive errors, then viewed gender-specific Fitspiration media, followed by measures of implicit attitudes, explicit attitudes, believability, and demographics. In study two, participants were randomly assigned to Fitspiration or control media conditions and also completed measures of fitspiration-related cognitive errors and intention to exercise. In the first study, one model was tested for each gender sample. It was hypothesized that implicit and explicit attitudes would be positively related to believability, and that exercise-related cognitive errors would moderate these relationships. In study two, separate models were tested with exercise-related or Fitspiration-related cognitive errors as the moderators with each gender sample. It was hypothesized that implicit attitudes, explicit attitudes, and believability would be positively related to intention, that the control media would lead to greater intention to exercise than the Fitspiration media, and that exercise-related cognitive errors and Fitspiration-related cognitive errors would moderate these relationships.ResultsThe majority of hypothesized relationships were not supported. A negative relationship between exercise-related cognitive errors and believability was found.DiscussionOverall, these studies identify and exclude factors that predict Fitspiration believability and the role that factors such as cognitive errors and attitudes may play in that.