Cargando…
“Follow the Whistle: Physical Activity Is Calling You”: Evaluation of Implementation and Impact of a Portuguese Nationwide Mass Media Campaign to Promote Physical Activity
To raise perceived capability (C), opportunity (O) and motivation (M) for physical activity (PA) behaviour (B) among adults, the Portuguese Directorate-General of Health developed a mass media campaign named “Follow the Whistle”, based on behaviour change theory and social marketing principles. Comp...
Autores principales: | , , , , , , , , , |
---|---|
Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
MDPI
2020
|
Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7663013/ https://www.ncbi.nlm.nih.gov/pubmed/33147704 http://dx.doi.org/10.3390/ijerph17218062 |
_version_ | 1783609528444518400 |
---|---|
author | Silva, Marlene Nunes Godinho, Cristina Salavisa, Marta Owen, Katherine Santos, Rute Silva, Catarina Santos Mendes, Romeu Teixeira, Pedro J. Freitas, Graça Bauman, Adrian |
author_facet | Silva, Marlene Nunes Godinho, Cristina Salavisa, Marta Owen, Katherine Santos, Rute Silva, Catarina Santos Mendes, Romeu Teixeira, Pedro J. Freitas, Graça Bauman, Adrian |
author_sort | Silva, Marlene Nunes |
collection | PubMed |
description | To raise perceived capability (C), opportunity (O) and motivation (M) for physical activity (PA) behaviour (B) among adults, the Portuguese Directorate-General of Health developed a mass media campaign named “Follow the Whistle”, based on behaviour change theory and social marketing principles. Comprehensive formative and process evaluation suggests this media-led campaign used best-practice principles. The campaign adopted a population-wide approach, had clear behavioural goals, and clear multi-strategy implementation. We assessed campaign awareness and initial impact using pre (n = 878, 57% women) and post-campaign (n = 1319, 58% women) independent adult population samples via an online questionnaire, comprising socio-demographic factors, campaign awareness and recall, and psychosocial and behavioural measures linked to the COM-B model. PA was assessed with IPAQ and the Activity Choice Index. The post-campaign recall was typical of levels following national campaigns (24%). Post-campaign measures were higher for key theory-based targets (all p < 0.05), namely self-efficacy, perceived opportunities to be more active and intrinsic motivation. The impact on social norms and self-efficacy was moderated by campaign awareness. Concerning PA, effects were found for vigorous activity (p < 0.01), but not for incidental activity. Overall the campaign impacted key theory-based intermediate outcomes, but did not influence incidental activity, which highlights the need for sustained and repeated campaign efforts. |
format | Online Article Text |
id | pubmed-7663013 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2020 |
publisher | MDPI |
record_format | MEDLINE/PubMed |
spelling | pubmed-76630132020-11-14 “Follow the Whistle: Physical Activity Is Calling You”: Evaluation of Implementation and Impact of a Portuguese Nationwide Mass Media Campaign to Promote Physical Activity Silva, Marlene Nunes Godinho, Cristina Salavisa, Marta Owen, Katherine Santos, Rute Silva, Catarina Santos Mendes, Romeu Teixeira, Pedro J. Freitas, Graça Bauman, Adrian Int J Environ Res Public Health Article To raise perceived capability (C), opportunity (O) and motivation (M) for physical activity (PA) behaviour (B) among adults, the Portuguese Directorate-General of Health developed a mass media campaign named “Follow the Whistle”, based on behaviour change theory and social marketing principles. Comprehensive formative and process evaluation suggests this media-led campaign used best-practice principles. The campaign adopted a population-wide approach, had clear behavioural goals, and clear multi-strategy implementation. We assessed campaign awareness and initial impact using pre (n = 878, 57% women) and post-campaign (n = 1319, 58% women) independent adult population samples via an online questionnaire, comprising socio-demographic factors, campaign awareness and recall, and psychosocial and behavioural measures linked to the COM-B model. PA was assessed with IPAQ and the Activity Choice Index. The post-campaign recall was typical of levels following national campaigns (24%). Post-campaign measures were higher for key theory-based targets (all p < 0.05), namely self-efficacy, perceived opportunities to be more active and intrinsic motivation. The impact on social norms and self-efficacy was moderated by campaign awareness. Concerning PA, effects were found for vigorous activity (p < 0.01), but not for incidental activity. Overall the campaign impacted key theory-based intermediate outcomes, but did not influence incidental activity, which highlights the need for sustained and repeated campaign efforts. MDPI 2020-11-02 2020-11 /pmc/articles/PMC7663013/ /pubmed/33147704 http://dx.doi.org/10.3390/ijerph17218062 Text en © 2020 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/). |
spellingShingle | Article Silva, Marlene Nunes Godinho, Cristina Salavisa, Marta Owen, Katherine Santos, Rute Silva, Catarina Santos Mendes, Romeu Teixeira, Pedro J. Freitas, Graça Bauman, Adrian “Follow the Whistle: Physical Activity Is Calling You”: Evaluation of Implementation and Impact of a Portuguese Nationwide Mass Media Campaign to Promote Physical Activity |
title | “Follow the Whistle: Physical Activity Is Calling You”: Evaluation of Implementation and Impact of a Portuguese Nationwide Mass Media Campaign to Promote Physical Activity |
title_full | “Follow the Whistle: Physical Activity Is Calling You”: Evaluation of Implementation and Impact of a Portuguese Nationwide Mass Media Campaign to Promote Physical Activity |
title_fullStr | “Follow the Whistle: Physical Activity Is Calling You”: Evaluation of Implementation and Impact of a Portuguese Nationwide Mass Media Campaign to Promote Physical Activity |
title_full_unstemmed | “Follow the Whistle: Physical Activity Is Calling You”: Evaluation of Implementation and Impact of a Portuguese Nationwide Mass Media Campaign to Promote Physical Activity |
title_short | “Follow the Whistle: Physical Activity Is Calling You”: Evaluation of Implementation and Impact of a Portuguese Nationwide Mass Media Campaign to Promote Physical Activity |
title_sort | “follow the whistle: physical activity is calling you”: evaluation of implementation and impact of a portuguese nationwide mass media campaign to promote physical activity |
topic | Article |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7663013/ https://www.ncbi.nlm.nih.gov/pubmed/33147704 http://dx.doi.org/10.3390/ijerph17218062 |
work_keys_str_mv | AT silvamarlenenunes followthewhistlephysicalactivityiscallingyouevaluationofimplementationandimpactofaportuguesenationwidemassmediacampaigntopromotephysicalactivity AT godinhocristina followthewhistlephysicalactivityiscallingyouevaluationofimplementationandimpactofaportuguesenationwidemassmediacampaigntopromotephysicalactivity AT salavisamarta followthewhistlephysicalactivityiscallingyouevaluationofimplementationandimpactofaportuguesenationwidemassmediacampaigntopromotephysicalactivity AT owenkatherine followthewhistlephysicalactivityiscallingyouevaluationofimplementationandimpactofaportuguesenationwidemassmediacampaigntopromotephysicalactivity AT santosrute followthewhistlephysicalactivityiscallingyouevaluationofimplementationandimpactofaportuguesenationwidemassmediacampaigntopromotephysicalactivity AT silvacatarinasantos followthewhistlephysicalactivityiscallingyouevaluationofimplementationandimpactofaportuguesenationwidemassmediacampaigntopromotephysicalactivity AT mendesromeu followthewhistlephysicalactivityiscallingyouevaluationofimplementationandimpactofaportuguesenationwidemassmediacampaigntopromotephysicalactivity AT teixeirapedroj followthewhistlephysicalactivityiscallingyouevaluationofimplementationandimpactofaportuguesenationwidemassmediacampaigntopromotephysicalactivity AT freitasgraca followthewhistlephysicalactivityiscallingyouevaluationofimplementationandimpactofaportuguesenationwidemassmediacampaigntopromotephysicalactivity AT baumanadrian followthewhistlephysicalactivityiscallingyouevaluationofimplementationandimpactofaportuguesenationwidemassmediacampaigntopromotephysicalactivity |