+ Effectively Using Mediated Programming Chapter 10

+ Delivery of Interventions Face-to-face intervention via personal trainer or though a exercise class. Face-to-face interventions are recommended for individual within the targeted group that experience difficulties Mediated interventions Mediated interventions reach more people in the group and have a greater impact on a targeted population group

+ Types of Mediated PA Intervention (Marcus, et al, 1998) Included 200 studies involving a variety of mediated interventions that included: Mass media campaigns at the state and national level TV advertising Radio advertising Telephone Mass media community event Printed materials delivered in the mail Motivated matched print materials Interactive computer system Newsletters Simple slogans Slide presentations DVDs Posters Web

+ Types of Mediated Intervention Mass media (TV, radio, & newspapers) is a supplemental strategy and used in most mediated interventions. Print materials are popular, cost less and matches the targeted population Telephone is usually used to check up on the clients Web is a way to provide information, log exercise, and provide strategies to overcome barriers. Podcast is another new supplemental strategy used by PFT to motivate clients.

Awareness Knowledge Personal relevance Attitude & Believe Self-efficacy Intention Increase in exercise behavior Seven Levels of Impact when using Mass Media

+ Factors Related to a Successful Mediated Intervention The more media exposure results in higher levels of PA Memorable campaign slogans and information Market segmentation (e.g., develop strategies for a specific population) Personalization strategies (e.g., tailor the information using stage matching) Target multiple areas of the media not just one! Target multiple media outlets Theoretical fidelity (e.g., use proven theories and models when developing a mediated program) Quality control (e.g., make sure your facts are accurate and important to the targeted population)

+ Barriers in Developing Mediated Interventions High cost of media time Media is not accessible to the targeted population Media delivered does not include behavioral strategies, stage matching motivation materials and/or promotion of one’s self-efficacy. PA activity (e.g., walking or level of exercise) is not meaningful nor develops a greater sense of self.

+ Mediated Intervention Example Targeted population was healthy adults (Marcus, et al 1998) The purpose was to increase leisure activity, intensity of exercise, or home based exercise Media used were printed materials, telephone contacts, worksite seminars, information displays, and self-help printed materials Results: 56% of 105 healthy adults met criteria in a single mailing Subject receiving telephone contacts increase significantly in their aerobic ability Better adherence in moderate intensity exercise in healthy middle aged men

+ Mediated Interventions at Worksite and University Example Targeted population was 4,300 people that included Johnson and Johnson employees; University students, Bank of American retirees, etc. Purpose was to increase low impact, leisure activity, vigorous activities, or walking Media used were telephone contacts, weekly exercise class self-help printed materials, and motivationally matched printed materials Results Increase in vigorous exercise Insurance costs lowered 10% Increase in minutes of PA per week Increase in walking

+ Current PA Mediated Campaigns in US by CDC Director’s Physical Activity Challenge Worksite health promotion program Promote regular, moderate intensity PA based on Transtheoretical & Social Cognitive model Electronic mail was one of the media sources 3000 (80%) participants reached the moderate intensity goal Physical Activity: It’s Everywhere You Go Purpose was 30 minutes of moderate intensity PA per day Print media and audiovisual marketing kit Used the transtheoretical model; matched motivated materials

+ Effectiveness of Media Based Interventions Mediated programs that target the lower income, less educated, older, and less socially support population groups were successful. These groups have the lowest activity levels Rarely see their physician Media viewed as less threatening and costly When comparing the different types of media interventions (e.g., mass media, printed materials) all have the same moderate effect on the targeted population.

+ The END