A review of the impact of physical activity mass media campaigns on low compared to high socioeconomic groups

Thomas, Margaret; Phongsavan, Philayrath; McGill, Bronwyn; O’Hara, Blythe J; Bauman, Adrian

doi:10.1093/her/cyy032

Cited by 13 publications

(15 citation statements)

References 61 publications

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“…We also examined whether different indicators of social disadvantage moderated the effect of campaign exposure on two indicators of PA: meeting PA recommendations and trying new PAs. Consistent with the systematic review of Thomas et al (2018 ) findings of the present study revealed no clear evidence for communication inequalities associated with the WIXX campaign on behavioral outcomes. More importantly and despite the fact that exposure varied according to some indicators, we observed that the campaign led to more favorable behavioral outcomes among girls belonging to minority groups and living in areas characterized by higher levels of social deprivation.…”

Section: Discussionsupporting

confidence: 89%

“…( Niederdeppe et al, 2008 , Bala et al, 2017 , McGill et al, 2015 ). Regarding PA communication campaigns, Thomas et al (2018 ) recently concluded that no clear communication inequalities would be likely to occur from this type of intervention among adults. Nevertheless, some of the campaigns included in this review showed poorer campaign outcomes among socioeconomically disadvantaged groups.…”

Section: Introductionmentioning

confidence: 99%

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On successfully avoiding communication inequalities and instilling positive impacts: The experience of the 2012–2016 WIXX campaign in Québec

Bélanger-Gravel

Laferté

Therrien

et al. 2021

Preventive Medicine Reports

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Communication campaigns can contribute to promoting physical activity (PA) among children. However, health inequalities can ensue from this type of public health intervention. Using a pre-test posttest design, we examined the effects of social disadvantage on the large-scale WIXX communication campaign and whether or not social disadvantage moderated WIXX’s impact on PA. Parents of youths were identified using random digit dialing procedures and asked permission for their child to participate in a telephone survey. Surveys were conducted each year between 2012 and 2016. Moderating effects of individual-level and area-based indicators of social disadvantage on campaign effectiveness were examined. Self-reported levels of PA and trying new PAs were the outcomes. Exposure was defined as a function of ads recall and brand awareness. Logistic regression analyses controlling for survey periods, screen time, language, school grade, and attitudes toward PA were performed in 2020. Among girls, no significant interaction effects were observed for household income, parental education, and material deprivation. A significant interaction effect was observed for minority group status on PA (OR = 2.4; 95%CIs: 1.2, 4.9) and trying of new activities (OR = 2.5; 95%CIs: 1.2, 5.1). A significant interaction effect between social deprivation and exposure was observed for trying new activities among girls (OR = 1.8; 95%CIs: 1.0, 3.2). Among boys, no significant interaction effects were observed for any indicators. Results suggest no clear evidence of communication inequalities as a result of the WIXX campaign but reveal positive impacts of the campaign among more socially disadvantaged girls.

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Section: Discussionsupporting

confidence: 89%

Section: Introductionmentioning

confidence: 99%

On successfully avoiding communication inequalities and instilling positive impacts: The experience of the 2012–2016 WIXX campaign in Québec

Bélanger-Gravel

Laferté

Therrien

et al. 2021

Preventive Medicine Reports

View full text Add to dashboard Cite

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“…A few reviews aimed specifically to assess the equity impact of mass-media interventions. 25 , 31 One of these observed that when campaigns focused specifically on low socioeconomic subgroups, they were generally more effective in reaching this group, 31 while the reach of broadly targeted was equal in high and low socioeconomic groups. 6 , 25 Outcomes of broad campaigns were not large enough to reduce socioeconomic inequalities.…”

Section: Resultsmentioning

confidence: 99%

The impact of mass-media campaigns on physical activity: a review of reviews through a policy lens

Braver

Bengoechea

Messing

et al. 2022

European Journal of Public Health

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Background This review of reviews aimed to: (1) summarize the evidence from published reviews on the effectiveness of mass-media campaigns to promote physical activity (PA) or PA-related determinants (intermediate psychological and proximal outcomes) and (2) to identify policy-relevant recommendations related to successful PA campaigns. Methods An extensive literature search was performed on 1 March 2021. Reviews that evaluated the impact of campaigns on distal (e.g. PA) and/or proximal outcomes of PA (awareness, knowledge, etc.) and that targeted the general population or subsets were included. Quality of reviews was assessed using the AMSTAR-2 tool. Policy-relevant recommendations were systematically derived and synthesized and formulated as good practice statements. A protocol was registered beforehand (ID: CRD42021249184). Results A total of 1915 studies were identified, of which 22 reviews were included. The most consistent evidence was found for the effectiveness of mass-media campaigns on proximal outcomes, while the evidence for distal outcomes was mixed. Good practice statements were derived: (1) to achieve behaviour change, mass-media is an important component of larger, multilevel and multicomponent strategies; (2) mass-media strategies should be coordinated and aligned at local- and national-level and be sustained, monitored and resourced at these levels and (3) media should be tailored to reduce socioeconomic inequalities. Conclusions Mass-media can play an important role in the promotion of PA. In general, evidence was more inconsistent for effectiveness on distal outcomes than for proximal outcomes. Policy-relevant recommendations include that mass-media strategies should be resourced, coordinated, aligned, sustained, monitored and evaluated on the local and national level.

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“…However, the qualitative data from the studies included in this review highlight that, in general, children are aware of the multitude of short- and long-term benefits from physical activity. These differences could reflect an increased societal focus on health in which children are more frequently exposed to physical activity and health-related messages through mass media campaigns [ 49 ].…”

Section: Discussionmentioning

confidence: 99%

Children’s Voices in Physical Activity Research: A Qualitative Review and Synthesis of UK Children’s Perspectives

Emm-Collison

Cross

González

et al. 2022

IJERPH

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Background: Physical activity during childhood is associated with multiple short- and long-term health benefits. Physical activity levels decline throughout primary school emphasising a need for effective strategies to promote more activity in children. Children have rarely been involved in the intervention development process. This gap is an important omission and there is much to be learnt from existing qualitative studies with children, which could serve as a starting point for specific projects. This systematic review aimed to synthesise qualitative studies with primary school children in the United Kingdom to identify children’s perspectives on why physical activity is important, the factors that influence their physical activity and what they like when it comes to physical activity. Methods: A search of seven databases (conducted in October 2019) identified 26 papers for inclusion. Data extraction and synthesis were conducted using qualitative thematic synthesis. The quality of papers was assessed using the Critical Appraisal Skills Programme checklist for qualitative research. Results: Across the diverse range of studies, several key themes were identified in relation to the three research questions. Children have a comprehensive understanding of the various benefits of physical activity, including benefits for health, fitness and skills development. A range of social agents and practical issues influence children’s physical activity, with friend and peer influences being particularly salient. Most children like to have choice over the activities they undertake and the opportunities for creative physical play such as making up active games. Conclusions: The findings suggest that future interventions should utilize peer relationships, ensure a variety of activities are offered to cater to a broad range of children’s physical activity preferences and incorporate child-led activities where possible. The included studies also highlight a need for more diversity in qualitative research in this area, particularly in terms of ethnicity and age, and combining traditional qualitative methods with creative methods, such as photography, may provide richer insights than when using a single mode of data collection. We also highlight several methodological challenges, and in particular, the need for greater acknowledgement of the role of the researcher in qualitative work with children.

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A review of the impact of physical activity mass media campaigns on low compared to high socioeconomic groups

Cited by 13 publications

References 61 publications

On successfully avoiding communication inequalities and instilling positive impacts: The experience of the 2012–2016 WIXX campaign in Québec

On successfully avoiding communication inequalities and instilling positive impacts: The experience of the 2012–2016 WIXX campaign in Québec

The impact of mass-media campaigns on physical activity: a review of reviews through a policy lens

Children’s Voices in Physical Activity Research: A Qualitative Review and Synthesis of UK Children’s Perspectives

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