Media and social marketing campaigns and their role in

increasing physical activity –

Principles of assessing successes and failures

The PA challenge for social marketing

distillation of single clear message for public education purposesacross countries and settings? across agencies – for Health, Transport, Sport/Recreation, Education sectorsand possibly, sub themed for specific population sub-groups

Message components

Accumulate

30 mins moderate on most days

or 3x20 vigorous

more for added benefits

Activity part of everyday life - incidental

Elements of mass Communications

Mass Communications

What are public campaigns?

Theory; (McGuire’s hierarchy of effects) and other theoretical models

Possible Roles for MM Campaigns

Effects of MM campaigns

Communication Campaigns

� purposive attempts

� to inform, persuade, motivate

� a population [usually non selective]

� for non-commercial benefit

� organized communication activities

� through specific channels

� +/- with other supportive activities

Campaigns using mass media

structured, co-ordinated, & multi-faceted

Multi-strategy campaign

legislative & regulatory Media

paid unpaid

health professional education

community interventions & community development

Multi-strategy campaign

Media

paid unpaid

PSAs Incidental coverage

Roles for MM CampaignsC increase awareness about a problem

C increase level of information

C form beliefs / attitudes; make issues salient

C signpost the need for change

C stimulate inter-personal communications

C generate self-initiated information seeking

C?? change attitudes, behaviours

Mass Media does not work alone!

in context of and supporting multi-component community interventions

general supportive programs, facilities

trained (health) professionals

targeted programs at specific groups and settings (audience segments)

Social marketing

Using marketing principles and theory

Product / Price / Promotion / Place

Audience segmentation

Marketing attributes of product

Not ‘social advertising’

From evidence and science to campaigns

ScienceMessage

GuidelinesPA statement

Interpretation

Creative development

Persuasion

theory

CAMPAIGN

Distillation

Tagline

Generic theme

McGuire : “rule of halves”

Target Audience 100%

Exposed 50%

Attended 25%

Understood 12.5%

Accepted 6.25%

Intention 3.14%

Trial 1.57%

Success 0.78%

Percent of pop’n

Roles for community, NGOs, other agencies

Shared roles in campaigns

Understand the specific PA message

Education

Environ and policy campaign supports

Legislative action

serial , repeated PA campaigns

Slow,staged approach

Phased PA campaignsAdequacy, duration and persistence

PA analogyCampaign Features

Uses of the mass media

complement other strategies, integrated program of activities

recruit/promote specific services

create public agenda for change

less role for media as primary change agent

Teams/Local Authorities/Physical Activity Campaign/Regional Sports

Trusts/Documents/PUSH PLAY Overheads for RSTs

A positive message to promote 30 minutes of activity as an everyday part of people’s lives

Push Play to get more people, more active, more often

It is easy, fun and good for you. Not only that, but it is the Kiwi way to live, so be into it

It is easy - just 30 minutes a day of moderate level activity

Choose any activity that is fun to you

The Push Play Brand:

TV, Magazine and Billboard advertising

Posters, leaflets, stickers, caps, shirts, drink bottles etc

Movement=Health PA guidelines

Campaign Components:

Campaign Components:Resources

Partnerships

Pacific Island

KiwiWalksWorkplace

Green prescription

YMCA

Active Christchurch

City on Its Feet

Activity Indicators

He Oranga Poutama

1998 NSW campaignACTIVE AUSTRALIA CAMPAIGN

EFFECT ON Awareness and Knowledge

2.1

20.9

1.2 2.6

12.9

50.7

14.1 16

0

10

20

30

40

50

60

pre post pre post

exact message prompted

NSW samples Rest of Australia

Message awareness ; Quasi expt design

Probable recent trends in Physical activity

Level of PA

Time1970 1980 1990 2000

LTPA

Total EnergyExpended

Maximal successful futures …

year

2000 2010 2020 2030

MM MMMM MM mass media

Co CoalitionsE&P changes

CoE&P

Maximal successful futures …

year

2000 2010 2020 2030

MM MMMM

CoE&P

Best trend line

Mass Media does not work alone!Integrated campaign planning; resourced; focus

Supported by clear communications – which sets the agenda

other agencies contributions

general supportive programs, facilities

trained (health) professionals

targeted programs at specific groups and settings (audience segments)

Integrated campaign model

ParnershipsFunctional

colations

Political will

Funding

Campaigns Environ /

Policy interventions

SETTINGSIndividual Health providersWorksitesschools