“Make NYC Your Gym”: Message and Movement. A Multi-Channel Media Campaign to Increase Physical Activity Among New York City Residents

Introduction: In a continuing effort to promote health and combat obesity and chronic disease, the New York City Department of Health and Mental Hygiene, in the summer of 2011, mounted a media campaign aimed at increasing physical activity among NYC residents. Methods: The effort had two foci: “active transportation” (such as walking and taking stairs) and BeFitNYC.org, an online resource for free and low-cost group fitness activities city wide. Campaign development included cross-agency input and focus group testing. The nearly 360 degree campaign employed outdoor and print media outlets, radio advertising, online advertising, social media and networking and live fitness events throughout the summer. Evaluation data was drawn from a number of sources including: paid media impressions, online survey, street intercept survey, earned media placements, social media “mentions,” and participation in live events/activities. Results: The synergism between paid media, earned media, social media and events for advancing a public health message made for a robust campaign with significant awareness among New Yorkers. Discussion: Location-specific messaging, an iconic graphic and broad media penetration delivered a message that in a walkable city with numerous parks and recreation facilities there are opportunities for everyone – young and old – to be physically active.