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“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...

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Autores principales: Silva, Marlene Nunes, Godinho, Cristina, Salavisa, Marta, Owen, Katherine, Santos, Rute, Silva, Catarina Santos, Mendes, Romeu, Teixeira, Pedro J., Freitas, Graça, Bauman, Adrian
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
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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.
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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
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