Who do we reach? Campaign evaluation of Find Thirty every day® using awareness profiles in a Western Australian cohort

Abstract

Background: Mass media campaigns are part of a comprehensive, population based approach to communicate physical activity behaviour change. Campaign awareness is the most frequently reported, short term comparable measure of campaign effectiveness. Mostly mass media campaigns report those who were aware with those who are unaware of campaigns. Few follow awareness in the same respondent, over time, during a mass media campaign whereby, different patterns of awareness or 'awareness profiles'-'never', 'early' 'late', or 'always' may emerge. Using 'awareness profiles', we address: (1) any differences between groups on demographics; and (2) assess changes in physical activity. Methods: Find Thirty every day ® was a population-wide mass media campaign delivered in Western Australia. The cohort comprised 405 participants, who completed periodic telephone interviews over two years. Results: Almost one third (30.4%) were 'never aware' of the campaign. Over one third recalled the campaign at one or more time points that is, 'early aware'. Ten per cent became aware at Time 2 and stayed aware campaign across the remaining time. Examining within and across the 'awareness profile's only gender was significant. Conclusions: This paper provides an approach to profiling awareness, whereby people cycle 'in and out' and few people are 'always aware' over a two year period. It presents possible implications and considerations for future campaign planners interested in establishing and maintaining campaign awareness with adult populations.

Get the message? A scoping review of physical activity messaging

“…Campaign effects on distal outcomes such as PA behaviour itself were modest and inconsistent, with few campaigns reporting increases. However, mass media campaigns specifically targeting walking have had positive effects on awareness [108][109][110][111][112], attitudes [111,113,114] and levels of walking [108][109][110][111].…”

“Keep it Realistic”: Reactions to and Recommendations for Physical Activity Promotion Messages From Focus Groups of Women

“…Given that exposure to public health PA promotion is minimal compared to exposure to commercial messaging, 18,22 public health PA promotion should be designed to maximize attention and resonance by integrating the beliefs, attitudes, values, and lifestyle of the target audience to increase effectiveness. 21,44,45 Public health practitioners targeting women in PA promotion should develop messages that reflect the values and life circumstances of busy women juggling multiple roles, such as framing PA as an activity that will incorporate into their other life priorities and spending time with family and friends. Our findings and recommendations are consistent with studies that have investigated how to encourage low-income women to walk more.…”

Changes in Psychosocial Factors and Physical Activity Among Finnish Working-Age Men in the Adventures of Joe Finn Campaign

“…Low fitness can reduce self-efficacy and willingness to engage in public PA events. 67 , 69 , 70 According to Thøgersen-Ntoumani et al., 71 fitter persons are more likely to adhere to exercise programs and be intrinsicly motivated to engage in PA.…”