POPULATION APPROACHES TO PHYSICAL ACTIVITY PROMOTION Week 5

What you need to know Population approaches to promoting physical activity Strategies and examples of each: Policy Environmental Mass media

Promoting Physical Activity Two main categories of physical activity promotion Individual approaches Strategies to achieve individual behaviour change Most research has focused on changing individual behaviours Eg: theoretical models of individual behaviour change, print and web-based approaches, counselling Population approaches Strategies to achieve changes in large populations Came about due to Ottawa Charter in 1986 Important to target large groups of people for health benefits Eg: policy, environmental, mass media

Individual v. Population Approaches Theoretical models (eg: Stages of Change) Print and web-based media Counselling Population Policy strategies Environmental strategies Mass media Let’s focus on population approaches to physical activity promotion…

Policy Strategies Policy Legislation: formal, documented, governed Laws, regulations, formal or informal rules, understandings Guide individual and collective behaviour Eg: Legislation: formal, documented, governed Eg: seat belt Organisational policy: implemented in specific organisations Eg: smoke-free schools

Environmental Strategies Tailoring Align strategy with the setting Eg: bike rack in rural school v. urban school Removing impediments to activity Remove heavy traffic, stranger danger Eg: install speed humps, 40km/h zones, Neighbourhood Watch program Introducing new resources and facilities Eg: Gyms/showers at workplace, footpaths/bike trails, playgrounds Educational programs Environmental programs are more effective when supported by educational programs Eg: benefits to work output if you exercise linked with introduction of gyms at workplaces

Mass Media Strategies Strategies that reach a group of people using a medium other than personal contact The main benefit to the potential to advocate to large numbers of people at a low cost Examples Television broadcasts Radio broadcasts Billboards Print media Commercials at cinemas Web-based interactive information

Mass Media Strategies Key roles Increasing awareness of physical activity as a public health issue Providing information on health benefits Providing information about other non-health benefits Providing information on the consequences of inactivity Increasing interest in physical activity Raising awareness of community-based programs Motivating individuals to take action