Maximising the impact of global and national physical activity guidelines: the critical role of communication strategies

Abstract

ObjectivesPhysical activity guidelines are evidence-based statements on recommended physical activity levels for good health. Guidelines, in isolation, are unlikely to increase population levels of physical activity; appropriate and effective communication is fundamental to maximising their impact. The aim of this paper is to provide a planning framework for physical activity guideline communication, including an overview of key audiences, aims and approaches.MethodsAll authors considered and agreed on the three broad issues to address by consensus. We identified key sources of evidence through scoping of the literature and our knowledge of the research area.ResultsWhether guidelines are global or national, communication of the physical activity guidelines should be informed by: (1) a situational analysis that considers the context in which the communication will take place and (2) a stakeholder analysis to determine the key target audiences for the communication and their values, needs and preferences. Audiences include policy-makers within and outside the health sector, other key stakeholders, the general public, specific population subgroups, health professionals and non-health professionals with a role in physical activity promotion. The aims and approach to communication will differ depending on the target audience.ConclusionCommunication to raise awareness and knowledge of the physical activity guidelines must be supported by policies, environments and opportunities for physical activity. Besides the intrinsic value of the physical activity guidelines, it is essential that substantial effort is put in to diligently planning, funding and implementing their communication from the outset.

World Health Organization 2020 guidelines on physical activity and sedentary behaviour

“…How to optimise the impact of physical activity guidelines through effective communication strategies is explored in a separate paper in this issue. 26 In 2018, the new GAPPA 2018-2030 set a target to reduce physical inactivity by 15% by 2030 and outlined 20 recommended policy actions and interventions. 1 These included recommending all countries combine sustained national public education and awareness campaigns with the integration of physical activity counselling programmes into primary and secondary healthcare.…”

The Effect of Persuasive Messages in Promoting Home-Based Physical Activity During COVID-19 Pandemic

“…Second, regular exercise is associated with emotional resilience to stress (Childs and de Wit, 2014 ), one of the positive psychological responses observed during times of pandemics (Taylor et al, 2020 ). However, physical activity guidelines alone are unlikely to increase physical activity levels of the population (Milton et al, 2020 ). Appropriate and effective communication is key to maximizing the impact of such guidelines.…”

Making the case for ‘physical activity security’: the 2020 WHO guidelines on physical activity and sedentary behaviour from a Global South perspective

“…The new WHO Global guidelines recognise light activity as offering some health benefits, 14 which has important implications for LMICs, where longer sessions or high volumes of light activity are often the dominant form of PA. And because much of the PA in these countries is utilitarian, messaging around the benefits of PA needs to be tailored, recognising the nature and context in which PA takes place, as discussed in Milton et al 15…”