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Ricardo J. Wray, PhD, Keri Jupka, MPH, and Cathy E. Ludwig Bell, PhD. Health Communication Research Laboratory, School of Public Health, Saint Louis University, 3545 Lafayette Avenue, St. Louis, MO 63104, 314-977-4075, wray@slu.edu
The Missouri Department of Health and Senior Services sought to develop a media campaign that would promote physical activity, specifically walking. During the formative phase of this project, perceived benefits, perceived barriers, and cues to action emerged. After pre-testing, messages were developed to address these benefits, barriers, and cues to action. A media campaign promoting walking via radio, billboards, posters and newspaper advertisements, and linked with local community initiatives, was implemented in two Missouri communities. A post-only survey in one town (N=274) and a pre- and post-test community-control observational study were conducted to assess campaign impact. One in three survey respondents said they had seen or heard campaign messages on one or more channels. In eleven of twelve cases, respondents who claimed exposure reported stronger walking-related beliefs promoted by the campaign than unexposed respondents. Three of eleven cases were statistically significant (P<.05). Exposed respondents were significantly more likely to have engaged in health conscious behaviors, such as attending a health fair, participating in a community health promotion walk, and environmental improvement activities. Exposed respondents had a greater intention to walk, though this result was not statistically significant. The observational study found the number of walkers in the experimental community increased by 41%; control community walkers decreased by 38% (chi-squared = 34.85, df = 1, p < .001). The evaluation results suggest that a media campaign can successfully promote walking beliefs and behaviors, especially when linked with community-based efforts.
Learning Objectives: Learning Objectives
Keywords: Media Campaigns, Physical Activity
Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.