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Impact of an Australian Mass Media Campaign Targeting Physical Activity in 1998

Impact of an Australian Mass Media Campaign Targeting Physical Activity in 1998. Bauman et al. Am J Prev Med 2001 21 (1). Sinan R. Khan Lana Tu Soodtida Tangpraphaphorn Ellenie Tuazon Jacqueline Valenzuela Kshamica Nimalasuriya Nicole Vick. Background.

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Impact of an Australian Mass Media Campaign Targeting Physical Activity in 1998

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  1. Impact of an Australian Mass Media Campaign Targeting Physical Activity in 1998 Bauman et al. Am J Prev Med 2001 21 (1) Sinan R. Khan Lana Tu Soodtida Tangpraphaphorn Ellenie Tuazon Jacqueline Valenzuela Kshamica Nimalasuriya Nicole Vick

  2. Background • Physical activity public health priority • Limited evidence on effectiveness of mass research campaigns

  3. Participants • Adults aged 25-60 • Motivated but insufficiently active

  4. Setting • State of New South Wales (NSW), compared to other Australian states

  5. Intervention • To promote regular moderate-intensity activity by utilizing a mass media state-wide campaign • Print & T.V. Advertisements • Physician mail-outs • Community level support programs & strategies

  6. Design • Cross sectional population surveys • Cohort & independent sample

  7. SurveyMeasures • Physical activity • Knowledge of physical activity • Awareness of media messages • Self-efficacy • Intentions

  8. Results • Knowledge of appropriate moderate-intensity activity increased • Physical activity & self-efficacy increased • Those in target group who recalled media message 2.08 times more likely to increase their activity by at least an hour per week.

  9. Conclusion • Campaign positively influenced target audience by increasing • Physical activity message recall • Physical activity knowledge • Health behavior

  10. Strengths • Strong design • Representative population samples • Utilized validated physical activity measures

  11. Weaknesses • Campaign only produces short-term effects • Ignores strong social & structural factors

  12. FutureRecommendations • Integrate other sectors to build on initial changes from campaign • Increase budget • Integrate more social networking with media campaign

  13. Class Activity • Name your team, and come up with a chant. • Answer the following: • What do remember about last week’s fitness PSA? • Did it motivate you to increase your physical activity? • Think of 3 moderate physical activities that you can do at your location (home, work, or outdoors)

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