A HISTORY OF A HISTORY OF CANADACANADA’’S PHYSICAL S PHYSICAL

ACTIVITY GUIDESACTIVITY GUIDESPrePre--Conference Think TankConference Think Tank

November 1, 2006November 1, 2006Halifax, Nova ScotiaHalifax, Nova Scotia

Bill Hearst Bill Hearst M.P.EM.P.E..Mike Mike SharrattSharratt, Ph.D., Ph.D.

GUIDESGUIDES

CanadaCanada’’s Physical Activity Guide to s Physical Activity Guide to Healthy Active Living (1998)Healthy Active Living (1998)CanadaCanada’’s Physical Activity Guide to s Physical Activity Guide to Healthy Active Living for Older Adults Healthy Active Living for Older Adults (1999)(1999)CanadaCanada’’s Physical Activity Guides for s Physical Activity Guides for Children and Youth (2002)Children and Youth (2002)

PARTNERSHIPPARTNERSHIP

Guides developed in partnership between Guides developed in partnership between Health Canada and the Canadian Society Health Canada and the Canadian Society for Exercise Physiology (CSEP)for Exercise Physiology (CSEP)National Advisory CommitteeNational Advisory CommitteeEndorsed by all provincial/territorial Endorsed by all provincial/territorial governmentsgovernmentsEndorsed by more than 65 national Endorsed by more than 65 national organizationsorganizations

CanadaCanada’’s Physical Activity Guide to s Physical Activity Guide to Healthy Active LivingHealthy Active Living

(18 to 55 years of age)(18 to 55 years of age)GuideGuideHandbookHandbookPostersPosters1 888 #1 888 #WebsiteWebsiteVideo for intermediariesVideo for intermediariesInformation kits for stakeholdersInformation kits for stakeholdersInformation kits for parliamentariansInformation kits for parliamentariansCommunications manual for partnersCommunications manual for partnersAvailable in English and FrenchAvailable in English and FrenchMerchandise available through the CSEPMerchandise available through the CSEP

CHAMPIONSCHAMPIONS

Randy Adams Randy Adams –– Health CanadaHealth CanadaAngelo Angelo BelcastroBelcastro –– CSEPCSEPCora Craig Cora Craig –– CFLRI CFLRI Mike Mike SharrattSharratt –– CSEP PresidentCSEP PresidentLarry Brawley Larry Brawley –– PsyPsy--Soc substantive expertSoc substantive expertLiseLise GauvinGauvin –– PsyPsy--Soc substantive expertSoc substantive expertClaude Bouchard Claude Bouchard –– Biological substantive expertBiological substantive expertRoy Roy ShephardShephard –– Biological substantive expertBiological substantive expert

Roger Roger PassmorePassmore –– Active Living CoalitionActive Living CoalitionMarjMarj KeastKeast –– ISRCISRCJoyce Gordon Joyce Gordon –– Active Living Coalition for Active Living Coalition for Older adultsOlder adultsBill Hearst Bill Hearst -- CSEPCSEP

NEED AND RATIONALENEED AND RATIONALEthe substantive evidence regarding the health benefits of the substantive evidence regarding the health benefits of being physically active,being physically active,that sedentary living had been identified as a significant that sedentary living had been identified as a significant public health concern,public health concern,that a number of different agencies had developed and that a number of different agencies had developed and promoted recommendations for physical activity,promoted recommendations for physical activity,issue was not in the public agenda,issue was not in the public agenda,communications on physical activity had been soft,communications on physical activity had been soft,cost of inactivity to individual and system was unknown,cost of inactivity to individual and system was unknown,Canadians concerned about Canadians concerned about ‘‘quality of life issuesquality of life issues’’ and and ‘’‘’sustainability of health care systemsustainability of health care system’’, and, andthat the public wanted all levels of government to work that the public wanted all levels of government to work together.together.

Within this context the following Within this context the following conclusions were drawnconclusions were drawn

a wakea wake--up call and sense of urgency was up call and sense of urgency was needed;needed;the costs of inactivity are very high and the costs of inactivity are very high and increasing; andincreasing; andthe majority of Canadians understand the the majority of Canadians understand the concept, but are not making it a priority.concept, but are not making it a priority.

““a consistent and valid common Canadian a consistent and valid common Canadian guide to physical activity that was guide to physical activity that was relevant, useable, easily understood, relevant, useable, easily understood, readily available, and reasonably readily available, and reasonably attainable by the majority of Canadiansattainable by the majority of Canadians””

FPT MINISTERS AGREE ON FPT MINISTERS AGREE ON PRIORITIESPRIORITIES

Clear lake, Manitoba, August 1997Clear lake, Manitoba, August 1997Approved/endorsed: Approved/endorsed: Physical Inactivity: A Framework for Physical Inactivity: A Framework for ActionActionEndorsed: Endorsed: CanadaCanada’’s Physical Activity Guides Physical Activity GuideSet target: 10% reduction in inactivity over 5 yearsSet target: 10% reduction in inactivity over 5 yearsEstablished 3 priority areas:Established 3 priority areas:Increase physical activity in school environmentIncrease physical activity in school environmentDissemination of Dissemination of CanadaCanada’’s Physical Activity Guides Physical Activity GuidePlanning and production of supplement for older adultsPlanning and production of supplement for older adultsAgree to address needs of children/youth living in Agree to address needs of children/youth living in povertypoverty

KEY THEMESKEY THEMESCosts of physical inactivityCosts of physical inactivityTo healthTo health--care systemcare systemTo lost productivityTo lost productivityTo disability and premature deathTo disability and premature deathTo health and quality of lifeTo health and quality of lifeBenefits of physical activityBenefits of physical activityQuality of life, all agesQuality of life, all agesDisease and disability preventionDisease and disability preventionImproved mobility and independence as grow olderImproved mobility and independence as grow olderEssential for children for optimum growth and Essential for children for optimum growth and developmentdevelopmentPhysical activity guidelines Physical activity guidelines

KEY AUDIENCESKEY AUDIENCES

MediaMediaPublic Policy DecisionPublic Policy Decision--MakersMakersOpinion LeadersOpinion LeadersActive Living PartnersActive Living PartnersEducatorsEducatorsHealth Care ProvidersHealth Care ProvidersFitness PractitionersFitness PractitionersCommunity OrganizationsCommunity Organizations

LAUNCH EVENTSLAUNCH EVENTSNational News ConferenceNational News ConferenceLaunches Launches GuideGuideFocuses on Focuses on ““big picturebig picture””Features CSEP and Health CanadaFeatures CSEP and Health CanadaRegional News EventsRegional News EventsPromotes Promotes GuideGuideFeatures provincial Ministers/ provincial actionFeatures provincial Ministers/ provincial actionEngages community partners Engages community partners Focuses on the many facets of Active LivingFocuses on the many facets of Active Living

COMMUNICATION COMMUNICATION OPPORTUNITIESOPPORTUNITIES

Three media hitsThree media hitsPrinting and distribution of Printing and distribution of Launch NewsLaunch NewsFeature articles for partnersFeature articles for partnersDevelopment of a distribution plan during the PreDevelopment of a distribution plan during the Pre--Launch Phase Launch Phase quickly followed with Phase Two quickly followed with Phase Two –– Launch which Launch which included national and regional launches (with provinces included national and regional launches (with provinces and partners)and partners)Media relations campaign (inclusive of information kits Media relations campaign (inclusive of information kits for media, partners, stakeholders and parliamentarians)for media, partners, stakeholders and parliamentarians)Phase Three Phase Three –– PostPost--Launch leveraged already known Launch leveraged already known activities in Canada such as activities in Canada such as Summer ActiveSummer Active and and Back to Back to SchoolSchool

SUMMARY OF STEPS TO GUIDE SUMMARY OF STEPS TO GUIDE DEVELOPMENTDEVELOPMENT

Preliminary Market ResearchPreliminary Market ResearchScientific Review ProcessScientific Review ProcessPrototype DevelopmentPrototype DevelopmentNational Concept TestingNational Concept TestingLaunchLaunch

CanadaCanada’’s Physical Activity Guide s Physical Activity Guide for Healthy Active Living for Older for Healthy Active Living for Older

Adults (55years and older)Adults (55years and older)GuideGuideHandbookHandbookPostersPosters1 888 #1 888 #WebsiteWebsiteInformation kits for stakeholdersInformation kits for stakeholdersInformation kits for parliamentariansInformation kits for parliamentariansAvailable in English and FrenchAvailable in English and FrenchMerchandise available through the CSEPMerchandise available through the CSEP

CHAMPIONSCHAMPIONS

Bruce Taylor Bruce Taylor –– Health CanadaHealth CanadaAngelo Angelo BelcastroBelcastro –– CSEPCSEPCora Craig Cora Craig –– CFLRICFLRILarry Brawley Larry Brawley –– psypsy--soc substantive expertsoc substantive expertDon Paterson Don Paterson –– biological substantive expertbiological substantive expertBert Taylor Bert Taylor –– biological substantive expertbiological substantive expertJoyce Gordon and Diana Dampier Joyce Gordon and Diana Dampier –– ALCOAALCOABill Hearst Bill Hearst -- CSEPCSEP

POSITIONINGPOSITIONING

Positioned as a supplement to the Positioned as a supplement to the ‘‘main main GuideGuide’’, however, howeverdeveloped as a separate, standdeveloped as a separate, stand--alone alone productproductThe aim of this positioning to build on the The aim of this positioning to build on the proven communication approaches used proven communication approaches used to support the to support the ‘‘main Guidemain Guide’’ launch and launch and distributiondistribution

COMMUNICATION ACTIVITIES COMMUNICATION ACTIVITIES (based on a three(based on a three--phase approach)phase approach)

Phase 1: PrePhase 1: Pre--LaunchLaunchPhase 2: LaunchPhase 2: LaunchPhase 3: PostPhase 3: Post--LaunchLaunch

KEY AUDIENCESKEY AUDIENCES

Public policy decisionPublic policy decision--makers at all levelsmakers at all levelsProvincial/territorial and municipal government Provincial/territorial and municipal government and nonand non--government leadersgovernment leadersMediaMediaNGO partnersNGO partnersGeneral and older adult community groups and General and older adult community groups and organizationsorganizationsHealthHealth--care providerscare providersFitness/active living practitionersFitness/active living practitioners

MOVING THROUGH THE YEARS: MOVING THROUGH THE YEARS: A BLUEPRINT FOR ACTIONA BLUEPRINT FOR ACTION

launched in 1992 and updated in 1999launched in 1992 and updated in 1999Targeted largely at leaders, to assist them in Targeted largely at leaders, to assist them in planning and shaping policies, in essence giving planning and shaping policies, in essence giving a common direction for active living and older a common direction for active living and older adults across the countryadults across the countryGuide represents a tool for older adults Guide represents a tool for older adults themselves as well as those working directly themselves as well as those working directly with seniors, to become more physically activewith seniors, to become more physically active

CanadaCanada’’s Physical Activity Guides s Physical Activity Guides for Children and Youth (children 6 for Children and Youth (children 6 to 9 years of age to 9 years of age –– youth 10 to 14 youth 10 to 14

years of age)years of age)

KEY INGREDIENTSKEY INGREDIENTSChampionsChampionsBudgetBudgetNational PartnersNational PartnersProject AdministrationProject AdministrationInternal Health Canada CommunicationsInternal Health Canada CommunicationsProduct DevelopmentProduct DevelopmentEndorsement ActivitiesEndorsement ActivitiesDistribution and Implementation ActivitiesDistribution and Implementation ActivitiesCollateral activitiesCollateral activitiesMedia Relations and Launch ActivitiesMedia Relations and Launch ActivitiesEvaluation FrameworkEvaluation Framework

CHAMPIONSCHAMPIONS

Mike Mike SharrattSharratt, Ph.D. , Ph.D. -- CSEPCSEPMorinaMorina Reece Reece –– Public Health Agency of Public Health Agency of Canada Canada –– Physical Activity UnitPhysical Activity UnitLarry Brawley, Ph.D. Larry Brawley, Ph.D. –– substantive expertsubstantive expertOdedOded Bar Or, Bar Or, Ph.DPh.D, M.D. , M.D. –– substantive substantive expertexpertCora Craig Cora Craig –– CFLRICFLRIBill Hearst Bill Hearst –– CSEP consultantCSEP consultant

NATIONAL ADVISORY NATIONAL ADVISORY COMMITTEECOMMITTEE

Michael Arthur Michael Arthur –– Provincial/Territorial GovernmentProvincial/Territorial GovernmentGuy Guy TanguayTanguay –– CAHPERDCAHPERDDoug Doug MacQuarrieMacQuarrie/Scott /Scott OgilvieOgilvie –– Heart and Stroke Heart and Stroke Foundation of CanadaFoundation of CanadaClaire LeBlanc Claire LeBlanc –– CPSCPSBrynaBryna KopelowKopelow –– CAAWSPACAAWSPAMichael Michael JacinoJacino –– Marketing Division Marketing Division –– PHACPHACPamela Turpin/Paula Pamela Turpin/Paula HaddenHadden--JokielJokiel –– Children and Youth Children and Youth Division Division –– PHACPHACNeil Neil SemenchukSemenchuk –– CPRACPRARichard Richard MirastyMirasty –– Aboriginal CommunityAboriginal Community

OCTOBER 4, 1999 MINUTESOCTOBER 4, 1999 MINUTESsummarized the approach used in summarized the approach used in 'breaking new 'breaking new ground'ground' with the C&Y guides with the C&Y guides and an agreement that we would and an agreement that we would 'work within the 'work within the philosophy of using the best evidence, with the philosophy of using the best evidence, with the best experts and the best common sense...using a best experts and the best common sense...using a mediated approach with C&Y and their key mediated approach with C&Y and their key influencers, the purpose of the guide to build influencers, the purpose of the guide to build attitudes of lifeattitudes of life--long active lifestyles'long active lifestyles'The decisions reached at this meeting set the stage for The decisions reached at this meeting set the stage for the intent of the guides, principles for the guide, criteria the intent of the guides, principles for the guide, criteria for selection of target audiences, target audiences, the for selection of target audiences, target audiences, the 'know', 'think', 'do' of each age grouping. 'know', 'think', 'do' of each age grouping.

PRODUCT DEVELOPMENTPRODUCT DEVELOPMENT

Scientific Background/InputScientific Background/InputBiological and psychoBiological and psycho--social background social background papers developedpapers developedPeer review of background papersPeer review of background papersRecommendations from scientific advisors Recommendations from scientific advisors on points of consensus for materialson points of consensus for materialsExecutive Summary developedExecutive Summary developedRevisions to guidelines (Revisions to guidelines (‘‘dosedose’’) as a result ) as a result of updated reviewof updated review

PRODUCT DEVELOPMENT PRODUCT DEVELOPMENT Creative WritingCreative WritingWriter identified to work with management committee Writer identified to work with management committee and academic advisor regarding and academic advisor regarding behaviouralbehavioural aspects of aspects of the materials (Emphasis: scientific papers highlighted the the materials (Emphasis: scientific papers highlighted the fact that all the answers are not availablefact that all the answers are not available……agreed to agreed to work within the philosophy of using work within the philosophy of using ‘‘the best evidence the best evidence with the best experts and the best common sensewith the best experts and the best common sense’’ using using a mediated approach with children and youth and their a mediated approach with children and youth and their key influencerskey influencers…….the purpose of the guide to build .the purpose of the guide to build attitude of lifelong active lifestylesattitude of lifelong active lifestyles’’.).)Translators and editors identified to assist with final Translators and editors identified to assist with final materialsmaterials

PRODUCT DEVELOPMENTPRODUCT DEVELOPMENTFocus TestingFocus TestingRFP and selection of firm to carry out focus testingRFP and selection of firm to carry out focus testingProduct feasibility/Market Research with children and Product feasibility/Market Research with children and youth and physical activity i.e., regarding perceptions youth and physical activity i.e., regarding perceptions about current practices, about current practices, understanding/beliefs/knowledge about benefits of understanding/beliefs/knowledge about benefits of physical activity, views on test products, perception physical activity, views on test products, perception about appropriate format, etcabout appropriate format, etcSeries of focus testing activities (3 occasions) with Series of focus testing activities (3 occasions) with children, youth, teachers, parents, recreation leaders children, youth, teachers, parents, recreation leaders i.e., products suitable for target groups, intent, dose, i.e., products suitable for target groups, intent, dose, vehicles for delivery, messages, graphics, etcvehicles for delivery, messages, graphics, etc

PRODUCT DEVELOPMENTPRODUCT DEVELOPMENT

Concept TestingConcept TestingApproach identified for coordination of Approach identified for coordination of concept testingconcept testingTesting re Testing re useabilityuseability and content in school and content in school setting (with material going home to setting (with material going home to family)family)

ENDORSEMENT/DISTRIBUTIONENDORSEMENT/DISTRIBUTION

Selection of company to carry out endorsement activities Selection of company to carry out endorsement activities i.e., to generate awareness and understanding of guide i.e., to generate awareness and understanding of guide project to identified stakeholder groups; to secure the project to identified stakeholder groups; to secure the support of national orgs who work with support of national orgs who work with children/youth/parents and other influencers; to secure children/youth/parents and other influencers; to secure effective participation in promotion and distribution; to effective participation in promotion and distribution; to identify orgs who could play role in launch; to identify identify orgs who could play role in launch; to identify orgs who could play a role in implementation, etcorgs who could play a role in implementation, etcEndorsement kit developed i.e., cover Endorsement kit developed i.e., cover letter/backgrounder/Qletter/backgrounder/Q’’s & As & A’’s/boilerplate article, etcs/boilerplate article, etcWent back to stakeholdersWent back to stakeholders

DISTRIBUTIONDISTRIBUTIONIMPLEMENTATIONIMPLEMENTATION

Avenues for distribution identified i.e., national Avenues for distribution identified i.e., national endorsers, CAHPERD (for direct distribution and endorsers, CAHPERD (for direct distribution and implementation to schools), implementation to schools), federal/provincial/territorial governments, federal/provincial/territorial governments, general Health Canada 1general Health Canada 1--888888CAHPERD to play a key role with the primary CAHPERD to play a key role with the primary target groups (specific strategy developed) i.e., target groups (specific strategy developed) i.e., children/youth/teachers/familychildren/youth/teachers/family

COLLATERAL ACTIVITIESCOLLATERAL ACTIVITIES

11--888 #888 #website development and additions to website development and additions to current Health Canada sitecurrent Health Canada siteinteractive site for children and youthinteractive site for children and youthinteractive tool (pedometer); pedometer interactive tool (pedometer); pedometer rationale and strategy developedrationale and strategy developedmerchandising products available for sale merchandising products available for sale to field through CSEPto field through CSEP

MEDIA RELATIONS ANDMEDIA RELATIONS ANDLAUNCH ACTIVITIESLAUNCH ACTIVITIES

decision to host a twodecision to host a two--phase launch approach phase launch approach i.e., release of i.e., release of CPAGsCPAGs for C&Y (4 pager) followed for C&Y (4 pager) followed by the release of support materials by the release of support materials (magazines/teacher(magazines/teacher’’s guide/family guides)s guide/family guides)strategies and options developed (very strategies and options developed (very dependent on availability of the Minister)dependent on availability of the Minister)development/distribution of kits specific to development/distribution of kits specific to media, endorsers/stakeholders, FPT media, endorsers/stakeholders, FPT governments and MPgovernments and MP’’sskit enclosures for inclusion on kit enclosures for inclusion on webbwebbcontinued media work up to news conferencecontinued media work up to news conference

EVALUATION FRAMEWORKEVALUATION FRAMEWORK

evaluation framework developed to evaluation framework developed to evaluate message, evaluate message, distribution/implementation and distribution/implementation and interactive toolinteractive toolimplementation of evaluations #1, 2 & 3implementation of evaluations #1, 2 & 3

EVALUATIONSEVALUATIONSEvaluation of the Four Page Guide Without Evaluation of the Four Page Guide Without Support ResourcesSupport ResourcesA Usability Evaluation and FollowA Usability Evaluation and Follow--up up Examination of a TwoExamination of a Two--Week Intervention Week Intervention to Increase the Physical Activity of Grade to Increase the Physical Activity of Grade 5 and 6 Youth in Selected Canadian 5 and 6 Youth in Selected Canadian Schools Schools –– Quantitative Report and Quantitative Report and Qualitative ReportQualitative ReportFollowFollow--up Survey (administered 5 months up Survey (administered 5 months later)later)

UTILITY WORKSHOPSUTILITY WORKSHOPS

a total of 14 workshops offered to Faculty a total of 14 workshops offered to Faculty of Education graduating students, of Education graduating students, teachers in the field and nurses.teachers in the field and nurses.Resource Manual for EducatorsResource Manual for EducatorsFollowFollow--up evaluation of workshop up evaluation of workshop participants.participants.