Mass media campaigns and communications strategies for physical activity
Por Adrian E. Bauman (Autor), James Kite (Autor), Chloë Williamson (Autor).
Parte de The Routledge Handbook of Physical Activity and Health . páginas 35
Resumo
Media and mass-reach communications are a recommended strategy for the promotion of physical activity at the population or community level. Ideally, communication strategies should be integrated into national or regional physical activity plans or policies. Different approaches to communications are necessary for different sectors, for whole populations, subpopulation targets, or professional groupings. The evidence suggests that mass media campaigns can increase community awareness and understanding of physical activity, but on their own, may not consistently increase physical activity outcomes, unless supported by community programmes and infrastructure. Mainstream media can be amplified by social media, digital media, and by mass physical activity participation events. Campaign evaluation consists of campaign planning and message development (formative evaluation), measures of campaign implementation and reach (process evaluation), and measures of campaign impact and effectiveness. Understanding how campaigns work and their expected effects can inform future efforts in mass-reach campaign planning to promote physical activity.
