Media and social marketing campaigns and their role in
increasing physical activity –
Principles of assessing successes and failures
The PA challenge for social marketing
distillation of single clear message for public education purposesacross countries and settings? across agencies – for Health, Transport, Sport/Recreation, Education sectorsand possibly, sub themed for specific population sub-groups
Message components
Accumulate
30 mins moderate on most days
or 3x20 vigorous
more for added benefits
Activity part of everyday life - incidental
Mass Communications
What are public campaigns?
Theory; (McGuire’s hierarchy of effects) and other theoretical models
Possible Roles for MM Campaigns
Effects of MM campaigns
Communication Campaigns
� purposive attempts
� to inform, persuade, motivate
� a population [usually non selective]
� for non-commercial benefit
� organized communication activities
� through specific channels
� +/- with other supportive activities
Campaigns using mass media
structured, co-ordinated, & multi-faceted
Multi-strategy campaign
legislative & regulatory Media
paid unpaid
health professional education
community interventions & community development
Roles for MM CampaignsC increase awareness about a problem
C increase level of information
C form beliefs / attitudes; make issues salient
C signpost the need for change
C stimulate inter-personal communications
C generate self-initiated information seeking
C?? change attitudes, behaviours
Mass Media does not work alone!
in context of and supporting multi-component community interventions
general supportive programs, facilities
trained (health) professionals
targeted programs at specific groups and settings (audience segments)
Social marketing
Using marketing principles and theory
Product / Price / Promotion / Place
Audience segmentation
Marketing attributes of product
Not ‘social advertising’
From evidence and science to campaigns
ScienceMessage
GuidelinesPA statement
Interpretation
Creative development
Persuasion
theory
CAMPAIGN
Distillation
Tagline
Generic theme
McGuire : “rule of halves”
Target Audience 100%
Exposed 50%
Attended 25%
Understood 12.5%
Accepted 6.25%
Intention 3.14%
Trial 1.57%
Success 0.78%
Percent of pop’n
Roles for community, NGOs, other agencies
Shared roles in campaigns
Understand the specific PA message
Education
Environ and policy campaign supports
Legislative action
serial , repeated PA campaigns
Slow,staged approach
Phased PA campaignsAdequacy, duration and persistence
PA analogyCampaign Features
Uses of the mass media
complement other strategies, integrated program of activities
recruit/promote specific services
create public agenda for change
less role for media as primary change agent
Teams/Local Authorities/Physical Activity Campaign/Regional Sports
Trusts/Documents/PUSH PLAY Overheads for RSTs
A positive message to promote 30 minutes of activity as an everyday part of people’s lives
Push Play to get more people, more active, more often
It is easy, fun and good for you. Not only that, but it is the Kiwi way to live, so be into it
It is easy - just 30 minutes a day of moderate level activity
Choose any activity that is fun to you
The Push Play Brand:
TV, Magazine and Billboard advertising
Posters, leaflets, stickers, caps, shirts, drink bottles etc
Movement=Health PA guidelines
Campaign Components:
Campaign Components:Resources
Partnerships
Pacific Island
KiwiWalksWorkplace
Green prescription
YMCA
Active Christchurch
City on Its Feet
Activity Indicators
He Oranga Poutama
2.1
20.9
1.2 2.6
12.9
50.7
14.1 16
0
10
20
30
40
50
60
pre post pre post
exact message prompted
NSW samples Rest of Australia
Message awareness ; Quasi expt design
Probable recent trends in Physical activity
Level of PA
Time1970 1980 1990 2000
LTPA
Total EnergyExpended
Maximal successful futures …
year
2000 2010 2020 2030
MM MMMM MM mass media
Co CoalitionsE&P changes
CoE&P
Mass Media does not work alone!Integrated campaign planning; resourced; focus
Supported by clear communications – which sets the agenda
other agencies contributions
general supportive programs, facilities
trained (health) professionals
targeted programs at specific groups and settings (audience segments)