Impacts of a Mass Media Campaign on Physical Activity
Article Summary

Impacts of a Mass Media Campaign on Physical Activity

February 2013
Author:
Rosanne Barnes, The University of Western Australia
Topic:
Communities, Zoning and Mixed Land Use
Population Served:
Adults
Location by State:
Outside of U.S.
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Summary:

The Challenge: People living in walkable neighborhoods tend to walk more and be more active overall, but how do physical activity media campaigns affect people who live in walkable neighborhoods?

Make an impact: Effective physical activity media campaigns could further help children and families be more physically active in walkable neighborhoods.

What the findings are about: This study examined the impacts of a media campaign on cognitive (e.g. campaign awareness, message comprehension, and message acceptance) and behavioral (e.g. transport and overall walking) effects on residents in more and less walkable neighborhoods.

Key Findings and Recommendations:
  • The campaign had greater cognitive impact on residents of highly walkable neighborhoods, suggesting that the campaign messages may have resonated more with people living in higher density areas characterized by well-connected streets and more destinations to walk to.
  • The cognitive effects were not as large among people from less walkable neighborhoods, which highlights the need for campaign planners to prioritize less walkable neighborhoods and include strategies to help residents overcome environmental barriers to walking and other forms of physical activity.

 

Read the full article: Does Neighbourhood Walkability Moderate the Effects of Mass Media Communication Strategies to Promote Regular Physical Activity?

Suggested Citations:
Barnes, R., et al. (2013). Does Neighbourhood Walkability Moderate the Effects of Mass Media Communication Strategies to Promote Regular Physical Activity? Annals of Behavioral Medicine, 45(1Suppl): S86-S94.
 

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