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A community campaign using paid media to encourage walking among sedentary older adults

A community campaign using paid media to encourage walking among sedentary older adults. Bill Reger, EdD Adrian Bauman,PhD Linda Cooper, MSW Bess Marcus, PhD Steven Booth-Butterfield, EdD Susan Middlestadt, PhD Holli Smith, MA, MSW Felicia Greer, PhD.

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A community campaign using paid media to encourage walking among sedentary older adults

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  1. A community campaign using paid media to encourage walking among sedentary older adults Bill Reger, EdD Adrian Bauman,PhD Linda Cooper, MSW Bess Marcus, PhD Steven Booth-Butterfield, EdD Susan Middlestadt, PhD Holli Smith, MA, MSW Felicia Greer, PhD

  2. WORLD HEALTH ORGANIZATION1st International Conference on Health PromotionNovember 21, 1986Ottawa, CANADA OTTAWA CHARTER FOR HEALTH PROMOTION “Health promotion is the process of enabling people to increase control over, and to improve, their health…People cannot achieve their fullest health potential unless they are able to take control of those things which determine their health.”

  3. PROJECT MODEL PHASES: On-going POLICY & ENVIRONMENTAL work INTERVENTION COMMUNITY EMPOWERMENT Policy and Environmental / INFRASTRUCTURE changes WHEELING WALKS Task Force Mass media-based CAMPAIGN 12-week CHPP Initial STEERING COMMITTEE

  4. HOW? By delivering: • a targeted public health physical activity message: • 30 minutes or more of • moderate-intensity walking • almost every day. • to a targeted audience: • Insufficiently active • adults, ages 50-65, • in a West Virginia community

  5. METHODOLOGY • Standard Model for Communication • Theory of Reasoned Action and Planned Behavior • Transtheoretical Model • Social Marketing

  6. TIME ENERGY

  7. Print ad: man

  8. PAID ADVERTISING - 8 weeks --Two 30-second television adsthat run 683 times (5100 GRP) on network-affiliated stations and 1,164 times on cable television stations --Two 60-second radio ads that run 1,988 times (3450 GRP) --2 different 1/4-page newspaper ads that run 14 times

  9. PUBLIC RELATIONS included: WEEK 1--campaign KICK-OFF press conference WEEK 3--press conference with physicians WEEK 4--a mid-campaign progress report press event WEEK 6--1st Mayor’s Walking Cup –noon-time walk WEEK 7--Intergenerational Walk WEEK 8--campaign finale press conference

  10. Campaign Website Worksite, Faith-based programs and challenges Physicians’ “Prescription for WALKING” COMMUNITY EDUCATIONAL / PUBLIC HEALTH Activities

  11. EVALUATION PLAN 1. A telephone survey questionnaire of 1,472. --Baseline --Immediately post-intervention 2. Earned media 3. Environmental and Policy Change

  12. RESULTS –EARNED MEDIA 76 -- TV news stories 48 -- Radio news stories 49 -- Newspaper articles (23--Front Page) 107 -- TV / Radio interviews / promotions 2 -- USA Today article w/ pix 76 -- TV news stories 48 -- Radio news stories 49 -- Newspaper articles (23--Front Page) 107 -- TV / Radio interviews / promotions 2 -- USA Today article w/ pix 76 -- TV news stories 48 -- Radio news stories 49 -- Newspaper articles (23--Front Page) 107 -- TV / Radio interviews / promotions 2 -- USA Today article w/ pix

  13. RESULTS—TELEPHONE QUESTIONNAIRES Self-report Immediate Post Knew about campaign------------ 92% Saw TV ads--------------------------- 76% Heard Radio ads-------------------- 35% Saw or heard news stories------ 82% Heard about campaign: at worksite------------------------ 5% via faith-based programs----- 4% via speakers--------------------- 4%

  14. RESULTS—TELEPHONE QUESTIONNAIRES SELF-REPORT --Baseline to Immediate-post Percent Increase 14% difference 32% 18%

  15. RESULTS--STAGE CHANGES (Transtheoretical Model) Of those reporting to be in precontemplation,contemplation, and preparation at baseline, 50% 62% in in COMPARISON WHEELING reported being at a higher stage immediately post-intervention. (statistically significant at p< .001) 12%

  16. •Engaging city agencies -streets, highways, parks -law enforcement, planning •Physicians writing “walking prescriptions” •Weekly column in Sunday paper •Working with University engineering team develop walkable community plan

  17. Isn’t it time you started walking!

  18. THE STANDARD MODEL Reception Processing Response Behavior behavior beliefsarg qualityPLACEMENTelaboration normative intentionBEHAVIOR likelihood beliefs to actFREQUENCYcues control beliefs

  19. Message Development(Formative Research) -- An Elicitation Survey to identify salient psychosocial factors about moderate-intensity walking. (30 people) -- A Quantitative Survey to identify which psychosocial factors differentiate walkers and non-walkers. (150 people) -- A Qualitative Pretesting of ad storyboards to guide final ad production. (80 people)

  20. Best “Predicted” Model, Chi-square[3] = 39.73; p < .00001 GFI = .973; RMS = .132 Walking Status .15 Treatment Intention .18 .57 Control All paths with coefficients are significant at .01 or better

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