1. Impact of an Australian Mass Media Campaign Targeting Physical Activity in 1998 Sinan R. Khan Lana Tu Soodtida Tangpraphaphorn Ellenie Tuazon Jacqueline Valenzuela Kshamica Nimalasuriya Nicole Vick Bauman et al. Am J Prev Med 2001 21 (1)

2. Background Physical activity  public health priorityPhysical activity  public health priority Limited evidence on effectiveness of mass research campaignsLimited evidence on effectiveness of mass research campaigns

3. Participants Adults aged 25-60Adults aged 25-60 Motivated but insufficiently activeMotivated but insufficiently active

4. Setting State of New South Wales (NSW), compared to other Australian statesState of New South Wales (NSW), compared to other Australian states

5. Intervention To promote regular moderate-intensity activity by utilizing a mass media state-wide campaignTo promote regular moderate-intensity activity by utilizing a mass media state-wide campaign –Print & T.V. Advertisements –Physician mail-outs –Community level support programs & strategies

6. Design Cross sectional population surveysCross sectional population surveys Cohort & independent sampleCohort & independent sample

7. Survey Measures Physical activityPhysical activity Knowledge of physical activityKnowledge of physical activity Awareness of media messagesAwareness of media messages Self-efficacySelf-efficacy IntentionsIntentions

8. Results Knowledge of appropriate moderate-intensity activity increasedKnowledge of appropriate moderate-intensity activity increased Physical activity & self-efficacy increasedPhysical activity & self-efficacy increased Those in target group who recalled media message 2.08 times more likely to increase their activity by at least an hour per week.Those in target group who recalled media message 2.08 times more likely to increase their activity by at least an hour per week.

9. Conclusion Campaign positively influenced target audience by increasingCampaign positively influenced target audience by increasing –Physical activity message recall –Physical activity knowledge –Health behavior

10. Strengths Strong designStrong design Representative population samplesRepresentative population samples Utilized validated physical activity measuresUtilized validated physical activity measures

11. Weaknesses Campaign only produces short-term effectsCampaign only produces short-term effects Ignores strong social & structural factorsIgnores strong social & structural factors

12. Future Recommendations Integrate other sectors to build on initial changes from campaignIntegrate other sectors to build on initial changes from campaign Increase budgetIncrease budget Integrate more social networking with media campaignIntegrate more social networking with media campaign

13. Class Activity Name your team, and come up with a chant.Name your team, and come up with a chant. Answer the following:Answer the following: –What do remember about last week’s fitness PSA? –Did it motivate you to increase your physical activity? Think of 3 moderate physical activities that you can do at your location (home, work, or outdoors)Think of 3 moderate physical activities that you can do at your location (home, work, or outdoors)